How should journalists use social media? This is an ever-evolving question, and getting it right can make or break your social success. The truth is that a journalist who is successful on social media is a huge asset to any organization. Fortunately, there isn’t just one way to do it well.

Let’s break down some important aspects of social media success for journalists.

How has social media changed journalism?

In short, social media has changed almost every aspect of journalism. The most fundamental change was the shift to a 24/7 news cycle that anybody with a smartphone could control. By the mid-2000s, Twitter and (to a lesser degree) other social platforms had a stranglehold on breaking news that simply could not be ignored. From the moment Jack Dorsey tweeted a photo of an airplane in the Hudson River, social media’s ability to shape and drive stories could not be contained.

While the potential is massive, the burden is heavy. The demands placed on reporters to research, write, shoot, edit, and subsequently promote their work is not without consequence. Additionally, the very existence of social media opens reporters to undue criticism, online abuse, doxxing, and other toxic online behavior that can be daunting.

Know who your audience is… and know yourself

Knowing your audience starts with knowing yourself. What is your beat? What is your local demographic? Who are you speaking to? If you can’t answer these questions, it’s time to dive deep into your analytics. Understanding what makes your audience tick is the key to good content creation and can go a long way toward commanding respect as a journalist.

There are jokes that will play in Cape Girardeau, Missouri, that will not fly in Los Angeles. Understanding political climates, regional sensitivities, and other local dynamics is essential. True Anthem’s tools can help you understand exactly who you’re speaking to and post appropriate content at the right time.

Build your strategy

Once you know yourself and your audience, it’s time to build a strategy. Start by creating a sustainable content flow. Then, choose your target platforms. At this point, you likely have a social presence of some sort. Where are you comfortable? Where is your audience?

If you’re strong on X, focus there! Engage with other news influencers/stations/newsmakers. Post frequently. Instagram is a great branding tool and a fantastic way to bring people behind the scenes with Stories and Reels.

Above all, be consistent and trustworthy. If you make factual errors, you’ll quickly burn bridges. If you only show up when you have something to promote, your audience will lose interest. Spend some time learning what is sustainable for you and experimenting with content your audience responds to.

Engagement is everything

Social media should not be a one-way information feed. To be successful and reach your target audience, you need to learn how to get them to talk back—and how to listen when they do.

Conversations are essential for success on any social platform. Shares, likes, comments, and other interactions propel your content into the feed and make it memorable. A smaller audience that engages is always more effective than a massive audience that doesn’t care what you have to say.

A meaningful connection with your audience means loyalty and long-term support, and this doesn’t happen by accident. The truth is that audiences largely distrust media outlets, and reporters must necessarily earn their trust back. After all, how effective can a reporter be if nobody believes them?

How do you bring people into your news world? Here are some simple tips that can bring your audience into your world:

• Ask them questions. This is a great way to understand your audience and their priorities. What do they want to know?
• Bring them behind the scenes. Showing your day-to-day process builds rapport with your viewers. They’re more likely to trust you if they know you! Some insight into your process can make them feel like they understand your world and, therefore, your work.
• Make them laugh! Humor goes a long way in buying goodwill with your audience.
• Listen, listen, listen! Don’t ignore them! This doesn’t mean you need to engage with abusive online content or tolerate rudeness. However, replying to comments from time to time can make your audience feel heard.