Role

Social Media Associate Producer

• Make sure everything is on track on various social medias,
  • e.g. Twitter, Facebook, Instagram, Snapchat, etc.
• Go to field to do assignments
  • e.g. Snapchat and Facebook coverage on new World Trade Center mall
• Find ways to distribute the stories in different ways
  • e.g. graphics, polls, follow-ups
• Pitch and write stories
  • Stories that might do well socially, stories that she’s interested in

Goal

Find the audience to engage and interact with CNBC’s stories in different ways

Experience

9 months with CNBC

Worked with Business Insider before

Day-to-day Work

• Checks Make It for the traffic
• 9AM: Meeting with Social team
  • Meetings to discuss what is popular on social and how to address it
  • How to deal with current issues as Social team, e.g. election season – live tweet, real-time videos, etc.
  • Analyze competitors: gets assigned with competitor reports, see what they are doing
  • Reports on new products: to present to the rest of the newsroom
• Finds stories with social opportunities
  • Poll using the social native tools
  • Explainer with video
• Gives the video team necessary information for explainer videos
  • Graphic elements, messages
• Works with a Designer or creates infographic herself
  • e.g. Comparing minimum wage in 1958 versus 2016, a graph of that superimposed on a picture
• Writes stories
• Conduct interviews
  • e.g. interview with a person in control room, took videos and forwarded them to video team to produce videos about the story
• Pitch stories to .com News, Tech, and Make It editors
• 2PM: Hot Seat shift
  • Take in stories as they come
  • Make sure all Breaking News are published on official CNBC social accounts as Breaking News
  • Everything else goes out at some time during the day
• Looks at key statistics
  • Traffic
  • Shareability
  • Engagement and Likes, especially for Instagram
• On Field Days, would go to the field and work from home the rest of the day

To increase engagement

• Infographics
• Videos
• Live videos, real-time Q&As
• Used to do Twitter Q&As

Communication

• Social team
  • Discuss what to work on social platforms
• Video team
  • Work on explainer videos together
  • Cut the video in Volicon and send over for edits
• Designer
  • Work on infographics together
• Reporter
  • Discuss the poll topics

Prioritization

• Must-dos: Hot Seating at 2PM
• Depends on shareability: If a story seems like to be less shareable with friends, less inclined to post
• Stories that has money angle – if not, post on Twitter
• 3 days to work on Entrepreneurship feature profile

Often-used Content Type and Features in Toolbelt

Content Type

• News Story
  • Writes articles
• Images
  • Pull high resolution images to use in the article or infographic

Pain Points

• Finding full, highest quality image in Toolbelt takes a lot of steps
• Gets asked a lot how to embed tweets
• Paragraph boxes are confusing – thought they were movable
• Gets a lot of questions regarding different Promotional fields
  • e.g. Where does the shortest headline show up? Which one will show up on Google News? Homepage?
  • Not sure if it’s an editor’s decision for which one to show up where
• There are parts that are not used and unsure what they do, e.g. Team Project tab
• Moving the asset around is difficult

Wants

• Have presets with often-used assets for Make It or Tech section
• Single textbox with different fonts to designate different usages, e.g. subtitle vs. body text
• When the assets are moved around, the rest of the elements in the body to shift down
• Easier way to drag and drop various social assets
  • Get an embed code and just drop it in the text
• More effective way to pull people on social, not necessarily clicking the link to CNBC
• Easily use the keyword and search for images and videos

Tools & Software

Communication

• Email
• Slack
  • Keeps her article ID in the DM to herself
• Convo

Infographic

• Photoshop

Video

• Volicon
  • Watch live feed and cut the video

Work Behaviors & Rules

• Everyone on Social team manages all social platforms, just rotate
• Twitter is more of low-risk area, so posts less brand-related stories there
• Instagram’s photos need to be high-quality, so low-quality images get posted on Twitter
• Try to increase engagement, conversation, and follows, not just clicks
• Makes sure that her collaborator is out of the story before she makes the edit

Miscellaneous

• Likes getting on the field
• Twitter has been losing a lot of followers – the audience that is there right now is probably going to stay, but they are there to get news, not to talk as much
• Business Insider has a very simple CMS – doesn’t think it can do many things as Toolbelt does. The editor rendered similar fonts as the front-end website
• Likes Preview feature – checks how the article looks like with the images, and know where to separate out the body text for the embeds
• Likes the badger app to get the IDs
• Sometimes uses the poll result from Twitter on TV