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So You Want To Grow Your Audience. Where Do You Start?

It's been a bit. These past few weeks have consisted of lots of traveling, a broken computer and atte
The Social Status
So You Want To Grow Your Audience. Where Do You Start?
By Adriana Lacy • Issue #4 • View online
It’s been a bit. These past few weeks have consisted of lots of traveling, a broken computer and attempting to get my Twitter account back. Now that I’ve settled down and my laptop appears to be working (for now), I’ll be a lot more consistent with the newsletter. As far as Twitter, well, it’s been three weeks and my account is still locked. Hoping this is my lucky week!
I can still be reached at socialstatus@adrianalacy.com and literally any other platform that isn’t Twitter. Don’t be a stranger.

Let's Talk About the "G" word: Growth.
In our digital age, publishers are obsessed with audience and expanding reach. Yet, many don’t know where to start.
If you’re in a legacy organization, how do you appeal to the next generation? Or how do you establish a closer relationship to the residents that you serve?
Here are three things that I think you should consider:
  1. Look within: What is the mission of your organization? Is expanding a particular audience on par with your mission? A lot of time we want to grow, grow, grow, but we don’t really know how it actually aligns. Podcasts are cool. Mobile apps are are cool too. But do you need one?
  2. Take Stock: You want to grow your younger audience, but there’s no one under the age of 30 in your newsroom. You want a more racially diverse audience, but there’s about two people of color in your newsroom. You also want to translate your work into a few different languages spoken in your community, yet no one in your newsroom is part of those communities. You get where I’m going here. If you want to grow your audience, then your newsroom should be on the frontier of that growth.
  3. Measure, measure and then measure some more: What does success look like? There should be clear and measurable goals before you look to expand an audience. That doesn’t mean that these goals can’t change in the future, but you need a starting point.
What is your newsroom doing to reach new audiences? I’d love to know and possibly feature it in next week’s newsletter.
Journalism has a focus problem: How to combat Shiny Things Syndrome —Nieman Journalism Lab
How has your newsroom reached new audiences? –– Poynter
The audience engagement industry struggles with measuring success –– Columbia Journalism Review
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Adriana Lacy

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