Often, we think of “digital” as putting our TV or radio content on social media — but true benefit on that strategy is dim for the broadcasting industry. Instead, we want to use the strong reporting, information, and entertainment that broadcasters provide to simply meet audiences where they are at on digital products and platforms. The strategy for this can differ between stations, but there are four key elements, which we will walk through in this series: digital branding and revenue opportunities, social media best practices and vertical video, analytics and search engine optimization (SEO), and emerging trends and recommendations in digital.
Led by Dr. Amanda Bright
Director of the Journalism Innovation Lab
Cox Institute for Journalism Innovation, Management, and Leadership
- Friday, Feb. 23rd: Creating a strong digital brand and turning it into new revenue for your station. Stations are hungry for a sense of ROI for digital, especially with staffs spread thin and news deserts growing in local broadcasting. Although there is no silver bullet, there are specific and practical strategies to build your station’s brand on digital products and turn certain opportunities into streams of revenue at the same time. This session will talk through possible options for brand and revenue building, including the opportunity to ask questions and share ideas among stations for what’s working.
- Friday, May 24th: How to produce engaging social media content and leverage vertical video
- Friday, August 23rd: Understanding and analyzing data and SEO
- Friday, October 25th: Emerging industry trends