{"id":32905,"date":"2010-04-29T13:52:35","date_gmt":"2010-04-29T12:52:35","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=32905"},"modified":"2020-08-13T11:48:54","modified_gmt":"2020-08-13T10:48:54","slug":"social-media-newsroom-xfactor","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/social-media-newsroom-xfactor\/","title":{"rendered":"The Social Media Newsroom: X-Factor Style"},"content":{"rendered":"<div class=\"pqRight\"><a href=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/04\/sonyericsson-newsroom.jpg\"><img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/04\/sonyericsson-newsroom-sm.jpg\" alt=\"sony ericsson social media newsroom\" title=\"sony ericsson social media newsroom\" width=\"300\" height=\"250\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/250;\" \/><\/a><br \/><span class=\"tiny\">Sony Ericsson<\/span><\/div>\n<p><a href=\"http:\/\/www.communicatemagazine.co.uk\">Communicate Magazine&#8217;s<\/a> <a href=\"https:\/\/www.communicatemagazine.com\/conferences\/?q=past\">Social Media in a Corporate Context<\/a> conference yesterday ran a session examining social media newsrooms in the style of The X-Factor. Yes, really!<\/p>\n<p>If we&#8217;d been assessing each of the sessions of the day to see whether they should go through to the next stage, this one would have got my vote.<\/p>\n<p>Naturally, nobody was publicly humiliated and bleeped off stage, but the format of the session was entertaining, and enabled us to see 3 corporate social media newsrooms in some detail, with highlights presented by their &#8216;owner&#8217;, with commentary on each from the panel of 3 experts, and then questions from the floor.<\/p>\n<div class=\"pqRight\"><a href=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/04\/first-direct-sm-newsroom.jpg\"><img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/04\/first-direct-sm-newsroom-sm.jpg\" alt=\"First Direct social media newsroom\" title=\"First Direct social media newsroom\" width=\"300\" height=\"250\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/250;\" \/><\/a><br \/><span class=\"tiny\"><a href=\"http:\/\/www.newsroom.firstdirect.com\/\">First Direct<\/a><\/span><\/div>\n<p>This meant that we could hear from the inside about the issues involved in getting the newsrooms established, which included:<\/p>\n<ul>\n<li>meeting the requirements of the Legal and Compliance teams<\/li>\n<li>dealing with the difficulties of using legacy IT systems <\/li>\n<li>and the organisational difficulties in dealing with large companies with a lot of historical momentum going in the traditional direction.<\/li>\n<\/ul>\n<p>These issues, which were mentioned several times, received a lot of nods and smiles from the audience, who clearly recognised the situations the speakers had found themselves in.<\/p>\n<div class=\"clearall\"><\/div>\n<div class=\"pqRight\"><a href=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/04\/gm-opel-sm-newsroom.jpg\"><img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/04\/gm-opel-sm-newsroom-sm.jpg\" alt=\"GM Europe (Opel) social media newsroom\" title=\"GM Europe (Opel) social media newsroom\" width=\"300\" height=\"250\" class=\"alignnone size-full wp-image-32909 lazyload\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/04\/gm-opel-sm-newsroom-sm.jpg 300w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/04\/gm-opel-sm-newsroom-sm-150x125.jpg 150w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/250;\" \/><\/a><br \/><span class=\"tiny\"><a href=\"http:\/\/media.opel.com\/media\/intl\/en\/news.brand_opel.html\/\">GM Europe<\/span><\/a><\/div>\n<p>We heard about the intentions of the companies in moving towards a social media newsroom, and some of the benefits they found:<\/p>\n<ul>\n<li>projecting good news, and news to interest consumers, not just professional journalists<\/li>\n<li>supporting a brand refresh, with new brand values including &#8216;openness&#8217; requiring that this be demonstrated on the corporate site<\/li>\n<li>significant increase in the number of visits per week &#8211; from 5 per week to over 2,000<\/li>\n<li>decrease in time-to-publish, so they were able to respond faster, which was of particular benefit in managing crises<\/li>\n<li>the ability to provide embeddable, sharable content for visitors to reuse, reaching their target influencers and spreading the brand message.<\/li>\n<\/ul>\n<p>I was particularly impressed by the astonishing increase in the number of visits to the newsroom achieved by going social. This, together with the statistics presented by Simon Henderson from <a href=\"http:\/\/www.centrica.com\">Centrica<\/a> in a later session &#8211; that visitors to their CSR blogs visited 11 more pages than the average visitor, spent 8 minutes longer on site and were 10% more likely to return &#8211; makes a good argument for moving in this direction.<\/p>\n<p>The experts appeared to be enthusiastic about all the sites, picking up on different good features of each. There did seem to be a slight divergence among the three on whether or not it was a good thing to merge news intended for consumers, news intended for the professional journalist, and content intended for reuse or sharing, with a suggestion that it could be of benefit to have a dedicated area for the professional in case of crisis.  Two of the responses that I noted to these questions were:<\/p>\n<ul>\n<li>the &#8216;contestant&#8217; (in this case Merran Wriggley from Sony Ericsson) responded that they didn&#8217;t mind who was visiting (that is, whether it was a traditional journalist or a blogger) but were much more interested in where their material was used<\/li>\n<li>one of the judges (Stuart Bruce from <a href=\"http:\/\/www.wolfstarconsultancy.com\/\">Wolfstar Consultancy<\/a>) later pointed out that one option could be a popup mini-site triggered in case of need, and available from the social media newsroom, to provide a dedicated area for crisis communications.<\/li>\n<\/ul>\n<p>For me, this was the standout session of the conference, and it&#8217;s well worth looking at all three of the newsrooms examined. I&#8217;ve included images (just click the image to see a bigger version), but they don&#8217;t really do them justice. Why not have a look at the newsrooms (links under each image above), and then let us know which you&#8217;d vote for &#8211; and why?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sony Ericsson Communicate Magazine&#8217;s Social Media in a Corporate Context conference yesterday ran a session examining social media newsrooms in the style of The X-Factor. Yes, really! If we&#8217;d been assessing each of the sessions of the day to see whether they should go through to the next stage, this one would have got my [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,6148,24],"tags":[],"class_list":{"0":"post-32905","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"category-featured-media","8":"category-media","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Social Media Newsroom: X-Factor Style<\/title>\n<meta name=\"description\" content=\"Benefits of going social: a corporate social media newsroom could increase your website visitors many-fold. Social media newsrooms examined X Factor style\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/social-media-newsroom-xfactor\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Media Newsroom: X-Factor Style\" \/>\n<meta property=\"og:description\" content=\"Benefits of going social: a corporate social media newsroom could increase your website visitors many-fold. 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