2
0
1
9

Putting the social back in social media

“Social and audience teams share similar goals, but in 2019, I see the two merging in order to accomplish them. And quite frankly, I think it’s long overdue: Social will not just be about running accounts, but reaching audiences.”

Social media in a journalism context has seen quite the evolution over the years. The “social media” position went from not being a position at all, to an automated task, to something relegated to interns because they understood “how the internet works” to, at some point, a role that editors finally understood the importance of. Entire social teams were created, led by brilliant journalists no less. But in true media form, times are changing — again.

As Facebook becomes less reliable and third-party publishing platforms like Apple News, Google News, and Flipboard become larger sources of traffic, the role of social media in newsrooms will become much less tied to platforms and more entwined with audience growth and engagement. Social media teams will still strategize and plug away at giants like Twitter and Facebook. But that’ll now only be a piece of the digital puzzle.

Social and audience teams share similar goals, but in 2019, I see the two merging in order to accomplish them. And quite frankly, I think it’s long overdue: Social will not just be about running accounts, but reaching audiences. Editors will not only craft great social copy but also work with video editors to bring more impact to each post.

They’ll work with third-party publishers and establish relationships with niche influencers in their space to make sure the biggest stories are seen by the right people. They’ll work on Facebook Groups, which might evolve into newsletters, and advise editors on what the audience those reached idea want. They’ll dip their feet into SEO because they sit at the front door of the publications they work for. They’ll even assist news editors by connecting them to the sources that are most reachable on these platforms.

Up until this point, the “social” in social media has simply meant the platforms in which we work on. In the future, “social” will mean the audiences we interact with. And if that encompasses more than Facebook, which it should, the social media folks will be there to greet them.

Mandy Velez is a social media editor at The Daily Beast.

M. Scott Havens   Time to swing for the fences

Soo Oh   Just showing our work isn’t enough

Bill Grueskin   Toward a symphony model for local news

Rishad Patel   A design system for responsible publishing

Chase Davis   We can acknowledge what we don’t know

Mario García   The rise of content “pilots”

Rubina Madan Fillion   Fighting the reality of deepfakes

Shalabh Upadhyay   A culture clash on India’s growing Internet

Francesco Zaffarano   Towards a rethinking of journalism on social media

Sue Cross   Return of the water cooler

Hearken   Pivot to people

Mat Yurow   Content competition from the tech companies

Salem Solomon   Correcting our corrections

Heba Aly   The rise of international nonprofit news

Sarah Marshall   A return to destination journalism

Catalina Albeanu   Being responsible for what we don’t know

Hossein Derakhshan   The news is dying, but journalism will not — and should not

LaToya Drake   Listen up: New stories, new storytellers

Elizabeth Jensen   Going where the Acela can’t take you

Millie Tran   There is no magic — you’ve got this

Elisabeth Goodridge   Yes, they signed up — but our job’s not over

Rebecca Lee Sanchez   We are all actors in the running rampant of political theater

Johannes Klingebiel   We all grow hooves

Borja Bergareche Sainz de los Terreros   Entering a more balanced era

Celeste LeCompte   Local news needs local conversation to survive

Jake Shapiro   Podcasting is media’s slow food movement

Sue Robinson   Reporters go on the offensive

Rasmus Kleis Nielsen   A long, slow slog, with no one coming to the rescue

Ben Werdmuller   The platform tide is turning

Jared Newman   AI-generated fakes launch a software arms race

Nikki Usher   Three ways national media will further undermine trust

james Wahutu   Think 2018 was bad? Wait until you see 2019

Julie Posetti   The year of the fight back

Elizabeth Dunbar   Local reporters reflect on what’s not important

Seth C. Lewis   The gap between journalism and research is too wide

Tushar Banerjee   Interactive ads will be the new face of display advertising

Ståle Grut   A new dawn for 3D tech in journalism

Pia Frey   You can’t solve a crisis without treating it as a crisis

Elite Truong   What do we owe the next generation?

Ernie Smith   The year we step back from the platform

Jonathan Gill   Publishers build a common tech platform together

Mike Isaac   The old exit doors for digital media companies are closing

Emma Carew Grovum   The year of the loyal reader

Shannon McGregor   More bogus embedded tweets in our stories

Zainab Khan   Publishers whose products can stand up to social media giants will win

Mike Rispoli and Craig Aaron   Government funds local news — and that’s a good thing

John Saroff   The pivot to reader revenue’s unintended consequences

Almar Latour   Reported facts, weaponized in service of action

John Biewen   Podcasts keep getting better

Eric Ulken   The year you actually start to like your CMS

Andrew Ramsammy   The great re-pivot to audio

Manoush Zomorodi   Tech will do for information overload what it did for mindfulness

Angilee Shah   The year news orgs say “yes” to real leaders

Winny de Jong   Data journalism goes undercover

John Garrett   You can’t raise prices forever

Amy Schmitz Weiss   Local news isn’t where you thought it was

Bill Adair   Another year fighting Trump’s falsehoods

Tyler Fisher   This is journalism’s do-or-die moment

Nicholas Jackson   More transparency around newsroom decisions

Michael Rain   The year of the culturally relevant curator

Eric Nuzum   The year of the DIY podcast network

Geetika Rudra   The year of actionable (local) journalism

Talia Stroud   Engaging people across lines of difference

Joe Amditis   Give the audience a seat at the table

Masuma Ahuja   Make foreign coverage less foreign

Adam Smith   Platforms will have to help rebuild trust in news

Robin Kwong   Tech shouldn’t be the only field pollinating “news nerds”

Gideon Lichfield   Goodbye attention economy, we’ll miss you

Kyra Darnton   A shift to depth in video

Cristi Hegranes   A year to invest in the security of local journalists

Reyhan Harmanci   Selling more stories to Hollywood

Ernst-Jan Pfauth   Readers are only getting started

Jeremy Gilbert   AI finally becomes helpful

Frank Chimero   Leave the phone at home and put news on your wrist

Rebecca Searles   From silos to Swiss Army knife teams

Adam B. Ellick   Video forensic reporting goes mainstream — and local

Steve Grove   A reckoning for tech’s work with news

Nico Gendron   Reaching Generation Z beyond the coasts

Ben Smith   The pendulum starts to swing back

Josh Schwartz   A pullback from platforms and a focus on product

Matt Skibinski   Quality and reliability are the new currencies for publishers

Rick Berke   The year of loyalty

Zuzanna Ziomecka   News leadership gets an overdue upgrade

Kristen Muller   Local news fails — in a good way

Tamar Charney   Seriously: What do you do for people?

Errin Haines   Say it with me: Racism

Simon Rogers   Data journalism becomes a global field

Jack Riley   Facebook refugees, from ad revenue to news habits

Candis Callison   Learn from Indigenous journalists on covering climate change

Umbreen Bhatti   The story doesn’t end for the people we quote

Annie Rudd   A more intimate aesthetic of politics — on Insta

Sarah Alvarez   Simplify and redistribute

Cory Bergman   Journalism as a technology service

Jean Friedman Rudovsky   Cross-newsroom collaborations strengthen communities

Victor Pickard   We will finally confront systemic market failure

Jennifer Dargan   You don’t build diversity through one-off training sessions

Mandy Velez   Putting the social back in social media

Angèle Christin   Algorithms and the reflexive turn

Alexandra Borchardt   Newsrooms need to build trust with their journalists, not just the audience

Raney Aronson-Rath   We learn “digital” doesn’t have to mean “short”

Renan Borelli   Developing loyalty means developing your talent

Whitney Phillips   Our information systems aren’t broken — they’re working as intended

Claire Wardle   Forget deepfakes: Misinformation is showing up in our most personal online spaces

Axie Navas   The traffic hunt, CMS battle, and magazine identity crises loom

Zizi Papacharissi   Old interface, say hello to the new interface

Jesse Brown   Canada’s subsidy for news backfires

P. Kim Bui   The misfits become the bosses

Andrea Faye Hart   Doing less harm, not just more good

Moreno Cruz Osório   Damaged credibility and a new threat in Brazil

Kainaz Amaria   We consider who’s behind the camera

Thomas Hanitzsch   The rise of tribal journalism

Knight Foundation   A year of local collaboration

Brian Moritz   The subscription-pocalypse is about to hit

Libby Bawcombe   Haikus of the news

Cindy Royal   For journalism curriculum to change, its faculty needs disruption

Robert Hernandez   Racists and sexists get replaced

Adam Thomas   In Europe, foundations invest in news

Joel Konopo   Influencers become the new liberated power in Africa

Nisha Chittal   The homepage makes a comeback

Kelsey Proud   Journalism becomes the escape

Rachel Davis Mersey   Local news goes minimalist

Jeff Chin   We detox from Chartbeat

Becca Aaronson   From bridge roles to product thinkers

Peter Cunliffe-Jones   The focus of misinformation debates shifts south

Mariana Moura Santos   From pageviews to impact

Laura E. Davis   More access, but not that kind

Michael Grant   More newsrooms experiment their way to success

Peter Bale   Venture capital runs out of patience

Ruth Palmer and Benjamin Toff   From news fatigue to news avoidance

Colleen Shalby   Representation becomes more than a talking point

Francesco Marconi   The year of iterative journalism

Simon Galperin   After capitalism’s fire, journalism’s secondary succession

Elva Ramirez   News — but make it cinematic

Juleyka Lantigua-Williams   Podcasting battles East Coast bias

Julia Rubin   Meeting people where they are

Logan Molyneux   Seeing social media for what it is

Jenée Desmond-Harris   It finally sinks in that some people aren’t white

Mandy Jenkins   Fight the urge to run away from social media

Justin Kosslyn   Text hits a tipping point

Rachel Glickhouse   Newsrooms will prioritize audience needs

Elizabeth Bramson-Boudreau   A more sincere definition of “community”

Mike Caulfield   Ditch the media literacy cynicism and get to work

Frank Mungeam   Tonight at 11: News, sports, and climate change

Jonathan Stray   More algorithmic accountability reporting, and a lot of it will be meh

Alexandra Svokos   Good luck convincing us millennials to pay

Dheerja Kaur   A focus on problems, not platforms

Betsy O'Donovan and Melody Kramer   The most beautiful sentence in 2019 is “No.”

Stephanie Edgerly   It’s time to understand the un-audience

Alexis Lloyd & Matt Boggie   The year product leads media

Kevin D. Grant   A year to embrace journalism as public service

Taylor Lorenz   Personal branding is more powerful than ever

Craig Newmark   The end of “loudspeakers for liars”

Patrick Butler   Measuring impact will increase audience trust

Heather Bryant   We are responsible for how we use our power

Monique Judge   Committing to the truth, calling out lies

Callie Schweitzer   The rise of the conveners

Matt Karolian   Publishers come to terms with being Facebook’s enablers

Jim Friedlich   Meet Citizen Kane 2.0

Andrew Donohue   Voting rights becomes the new climate change

Matthew Pressman   The battle over objectivity intensifies

Steve Myers   From trying to cover it all to covering what matters

Lauren Katz   Community becomes a core newsroom value

Cherian George   Fake news wins in Asia

Gabriel Snyder   Journalism doesn’t fit well in a funnel

Don Day   Timewalls and other reader revenue experiments

Jonas Kaiser   Catching up with “Neuland”

Alberto Cairo   A year of uncertainty and confidence

Matt Waite   “I went to Node.js because I wished to live deliberately”

Kawandeep Virdee   Media wants to take care of you

Alyssa Zeisler   We expand what (and how and who) we serve

Efrat Nechushtai   Journalism wants to be your friend, not your teacher

Kate Myers   Journalism continues to be bad for democracy

Steve Henn   Smart speakers get smarter

Darryl Holliday   Let’s talk about power (yours)

Marie Shanahan   Newsrooms take the comments sections back from platforms

Renée Kaplan   Our future could lie within our own organizations

Dan Shanoff   Bet on sports gambling

Sarah Stonbely   Mapping the local news ecosystem — with scale but detail

Greg Emerson   Power to the user

Amy King   We should listen to the kids (especially on Instagram)

Joanne McNeil   Building a digital hospice

Carrie Brown-Smith   Advocating a healthy civic life is no journalistic crime

Carolina Guerrero   Spanish-language audio blows up

Rodney Gibbs   A bright — and young — year for audio

Heather Chaplin   Agree we’re partisan — for the democratic system

Ariel Zirulnick   Participation gets professional

Christa Scharfenberg and Vickie Baranetsky   The year of the lawsuit

Dave Burdick   Seeing our blind spots

Seema Yasmin   We will create our own spaces

Tim Carmody   Unlocking the commons

Glyn Mottershead and Martin Chorley   When a tech company pulls the plug on your story

A.J. Bauer   The coming splintering of conservative media

Linda Solomon Wood   The year of the climate reporter

Nathalie Malinarich   Video — yes, video

An Xiao Mina   The death of consensus, not the death of truth

Tshepo Tshabalala   Ahead of African elections, unlock partnerships with fact-checkers

Jesse Holcomb   We’ll get better at making the case for local journalism

Stefanie Murray   Local news wakes up and starts collaborating

Joshua Darr   The nationalization of political news will accelerate

Carl Bialik   Fatigued news consumers will pay more for less news

Pablo Boczkowski   Reimagining the media for post-institutional times

Kjerstin Thorson   Time to get mad about information inequality (again)

Meredith Artley   Huge demand for…anything but politics

Charo Henríquez   Pivot to journalism

Ole Reißmann   The rise of vertical storytelling