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.

Jack Riley   Facebook refugees, from ad revenue to news habits

Shalabh Upadhyay   A culture clash on India’s growing Internet

Renan Borelli   Developing loyalty means developing your talent

Brian Moritz   The subscription-pocalypse is about to hit

Simon Rogers   Data journalism becomes a global field

Sarah Alvarez   Simplify and redistribute

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

A.J. Bauer   The coming splintering of conservative media

Libby Bawcombe   Haikus of the news

Kevin Douglas Grant   A year to embrace journalism as public service

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

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

Justin Kosslyn   Text hits a tipping point

Bill Grueskin   Toward a symphony model for local news

Mike Caulfield   Ditch the media literacy cynicism and get to work

Ståle Grut   A new dawn for 3D tech in journalism

Adam Thomas   In Europe, foundations invest in news

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

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

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

Stefanie Murray   Local news wakes up and starts collaborating

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

Peter Cunliffe-Jones   The focus of misinformation debates shifts south

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

Sarah Marshall   A return to destination journalism

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

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

Jean Friedman Rudovsky   Cross-newsroom collaborations strengthen communities

Nico Gendron   Reaching Generation Z beyond the coasts

Ole Reißmann   The rise of vertical storytelling

Jesse Brown   Canada’s subsidy for news backfires

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

Eric Ulken   The year you actually start to like your CMS

Ruth Palmer and Benjamin Toff   From news fatigue to news avoidance

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

Winny de Jong   Data journalism goes undercover

Elite Truong   What do we owe the next generation?

Colleen Shalby   Representation becomes more than a talking point

Dave Burdick   Seeing our blind spots

Juleyka Lantigua-Williams   Podcasting battles East Coast bias

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

Shannon McGregor   More bogus embedded tweets in our stories

Steve Grove   A reckoning for tech’s work with news

Sue Cross   Return of the water cooler

Jim Friedlich   Meet Citizen Kane 2.0

Ariel Zirulnick   Participation gets professional

Jake Shapiro   Podcasting is media’s slow food movement

Robert Hernandez   Racists and sexists get replaced

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

Carolina Guerrero   Spanish-language audio blows up

Zuzanna Ziomecka   News leadership gets an overdue upgrade

Alexis Lloyd & Matt Boggie   The year product leads media

Hearken   Pivot to people

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

Adam Smith   Platforms will have to help rebuild trust in news

Craig Newmark   The end of “loudspeakers for liars”

Christa Scharfenberg and Vickie Baranetsky   The year of the lawsuit

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

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

Francesco Zaffarano   Towards a rethinking of journalism on social media

Laura E. Davis   More access, but not that kind

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

Callie Schweitzer   The rise of the conveners

Cătălina Albeanu   Being responsible for what we don’t know

Mat Yurow   Content competition from the tech companies

Elizabeth Jensen   Going where the Acela can’t take you

Francesco Marconi   The year of iterative journalism

Mandy Jenkins   Fight the urge to run away from social media

Ernie Smith   The year we step back from the platform

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

Victor Pickard   We will finally confront systemic market failure

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

Thomas Hanitzsch   The rise of tribal journalism

Geetika Rudra   The year of actionable (local) journalism

M. Scott Havens   Time to swing for the fences

Rachel Glickhouse   Newsrooms will prioritize audience needs

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

Jonas Kaiser   Catching up with “Neuland”

Andrea Faye Hart   Doing less harm, not just more good

Zizi Papacharissi   Old interface, say hello to the new interface

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

Errin Haines Whack   Say it with me: Racism

Dan Shanoff   Bet on sports gambling

Andrew Ramsammy   The great re-pivot to audio

Cherian George   Fake news wins in Asia

Nicholas Jackson   More transparency around newsroom decisions

Soo Oh   Just showing our work isn’t enough

Michael Grant   More newsrooms experiment their way to success

Salem Solomon   Correcting our corrections

Greg Emerson   Power to the user

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

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

Emma Carew Grovum   The year of the loyal reader

Carl Bialik   Fatigued news consumers will pay more for less news

Knight Foundation   A year of local collaboration

Kate Myers   Journalism continues to be bad for democracy

Taylor Lorenz   Personal branding is more powerful than ever

Joel Konopo   Influencers become the new liberated power in Africa

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

Johannes Klingebiel   We all grow hooves

Bill Adair   Another year fighting Trump’s falsehoods

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

Celeste LeCompte   Local news needs local conversation to survive

Moreno Cruz Osório   Damaged credibility and a new threat in Brazil

Patrick Butler   Measuring impact will increase audience trust

Nathalie Malinarich   Video — yes, video

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

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

Gabriel Snyder   Journalism doesn’t fit well in a funnel

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

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

John Saroff   The pivot to reader revenue’s unintended consequences

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

Jonathan Gill   Publishers build a common tech platform together

Lauren Katz   Community becomes a core newsroom value

Matthew Pressman   The battle over objectivity intensifies

Marie Shanahan   Newsrooms take the comments sections back from platforms

Alexandra Svokos   Good luck convincing us millennials to pay

Mandy Velez   Putting the social back in social media

Sue Robinson   Reporters go on the offensive

Alberto Cairo   A year of uncertainty and confidence

Heba Aly   The rise of international nonprofit news

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

Charo Henríquez   Pivot to journalism

Almar Latour   Reported facts, weaponized in service of action

Darryl Holliday   Let’s talk about power (yours)

Seema Yasmin   We will create our own spaces

Kyra Darnton   A shift to depth in video

Masuma Ahuja   Make foreign coverage less foreign

Josh Schwartz   A pullback from platforms and a focus on product

John Garrett   You can’t raise prices forever

Jeff Chin   We detox from Chartbeat

Eric Nuzum   The year of the DIY podcast network

Kainaz Amaria   We consider who’s behind the camera

Michael Rain   The year of the culturally relevant curator

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

Logan Molyneux   Seeing social media for what it is

Gideon Lichfield   Goodbye attention economy, we’ll miss you

Rebecca Searles   From silos to Swiss Army knife teams

Joshua Darr   The nationalization of political news will accelerate

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

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

Cory Bergman   Journalism as a technology service

Nisha Chittal   The homepage makes a comeback

Rishad Patel   A design system for responsible publishing

Peter Bale   Venture capital runs out of patience

Renée Kaplan   Our future could lie within our own organizations

Monique Judge   Committing to the truth, calling out lies

Heather Bryant   We are responsible for how we use our power

P. Kim Bui   The misfits become the bosses

Jeremy Gilbert   AI finally becomes helpful

John Biewen   Podcasts keep getting better

Kawandeep Virdee   Media wants to take care of you

Becca Aaronson   From bridge roles to product thinkers

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

Matt Skibinski   Quality and reliability are the new currencies for publishers

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

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

Nikki Usher   Three ways national media will further undermine trust

Tim Carmody   Unlocking the commons

Elizabeth Dunbar   Local reporters reflect on what’s not important

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

Pablo Boczkowski   Reimagining the media for post-institutional times

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

Candis Callison   Learn from Indigenous journalists on covering climate change

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

Joanne McNeil   Building a digital hospice

Jared Newman   AI-generated fakes launch a software arms race

Julie Posetti   The year of the fight back

Ernst-Jan Pfauth   Readers are only getting started

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

Dheerja Kaur   A focus on problems, not platforms

Borja Bergareche Sainz de los Terreros   Entering a more balanced era

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

Reyhan Harmanci   Selling more stories to Hollywood

Steve Henn   Smart speakers get smarter

LaToya Drake   Listen up: New stories, new storytellers

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

Ben Werdmuller   The platform tide is turning

Rick Berke   The year of loyalty

Elva Ramirez   News — but make it cinematic

Rubina Madan Fillion   Fighting the reality of deepfakes

Mario García   The rise of content “pilots”

Chase Davis   We can acknowledge what we don’t know

Ben Smith   The pendulum starts to swing back

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

Julia Rubin   Meeting people where they are

Mariana Moura Santos   From pageviews to impact

Kristen Muller   Local news fails — in a good way

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

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

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

Linda Solomon Wood   The year of the climate reporter

Talia Stroud   Engaging people across lines of difference

Andrew Donohue   Voting rights becomes the new climate change

Angèle Christin   Algorithms and the reflexive turn

Meredith Artley   Huge demand for…anything but politics

Tamar Charney   Seriously: What do you do for people?

Don Day   Timewalls and other reader revenue experiments

Annie Rudd   A more intimate aesthetic of politics — on Insta

Rachel Davis Mersey   Local news goes minimalist

Joe Amditis   Give the audience a seat at the table

Kelsey Proud   Journalism becomes the escape

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

Rodney Gibbs   A bright — and young — year for audio