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. We all understand that the vast majority of our audiences are using social media for hours each day, but what does that mean for our stations? This session will introduce ways that broadcasters can use social media effectively without dedicating all of your resources to digital platforms that don’t make you money. We will also talk vertical video as the latest exploding trend and how your station can include it in your strategy quickly and easily.
- Friday, October 25th: SEO, Analytics and Emerging Trends and Tools. Your station creates great reporting, shares important community content, and showcases engaging talent — but how do you get new audiences to know that? In this 45-minute online session, we will talk about straightforward and easy ways to use search engine optimization (SEO), analytics and artificial intelligence to draw in more listeners and viewers. Emerging industry trends. (Due to Hurricane Helene, parts three and four will be combined into one webinar. Part 3 was previously scheduled for Friday, August 27th.)