The Journalist as Media Promoter

By Deane Barker on August 13, 2012

How to Make a Dead Cat Bounce on Twitter: This article has some good advice for how to promote an article on Twitter.

Weather plays an important role, too. On a weekend, I will actually go to weather sites before sharing an article. If it’s raining, most people are cooped up inside, so I can post away. If it’s sunny, people are enjoying the day at the beach or park — and not looking at their smartphones in the glaring sun, or at least we can hope so — and I will wait until later in the evening to share.

[…] I first shared the column on Twitter on a Sunday at around 10 a.m. West Coast time. The column was subsequently shared 2,216 times on Twitter, generating tens of thousands of clicks from Twitter alone. On Facebook the article was shared 2,756 times, also generating tens of thousands of clicks.

By Monday morning, when the sharing began to slow on Twitter, I shared it again there.

But perhaps even more important than the actual advice, it’s worth reading to appreciate the analysis journalists are putting into this, and to acknowledge that this is the brave new world of journalism.

No longer can you just write, you have to hustle yourself too.  Journalists have become responsible in large part for their own traffic – they have to both write and promote their pieces, and this is a pretty significant shift.