The structure and hierarchy of our year-old online newspaper staff has me stumped. I thought I was moving in the right direction when I created the new position of a "Social Media Manager," for example, and then I read Aaron Manfull's column that argues against such a position. Manfull cites the New York Times, which eliminated a social media editor.
Though I did have a social media editor last year, I think I agree with Manfull. Individual section editors should know best what to post when, and what tag or tweet might gain the most interest for any given story. To think that a social media manager should be responsible for knowing the content of each story well enough to tweet effectively about it seems unreasonable. At the same time, if several different editors all have access to our social media accounts, what kind of systems might I need to have in place in order to ensure consistency? I suppose this is where a social media style guide could come in handy.
I wonder about other positions/structures/hierarchies as well. Below is an image of the Francis Howell North hierarchy from the JEA multimedia guide, as well as the hierarchy I used for our newspaper staff last year. This year, I plan to add a chief photographer and to bring back the copy editors (our students' procrastination when compiling our print versions left copy editors with little to do for weeks and then overwhelmed during the last day of deadline).
Does anyone else have staff hierarchies they could share? Comments or suggestions about the most effective structures for an online-only news publication?
David Gwizdala
James B. Conant High School
Hoffman Estates, Illinois
First of all, Aaron Manfull rocks. What a tireless advocate for our profession, constantly giving and giving. If you ever get to see him present in person, GO. You will learn so much! That said, I don't think you should feel that you're on the wrong track for creating a social media editor/manager position. I think it's sort of a utopia ideal to not have a need for such a position, but I think for more fledgling publications or those just starting to delve into social media, it can be a good thing. Here are a few reasons why:
ReplyDelete1. Your administration will be nervous about your staff's ability to "say whatever they want" on social media "to the whole world." Having leadership in charge of this aspect of your publication can assert some amount of quality control.
2. Just as any managing editor would do, a social media editor can keep a calendar of events to be covered via social media and keep track of assignments so that all members on staff get experience doing that. If you're online only, live coverage of events via social media should be required for points/grades as one aspect of your digital publication.
3. The web editor seldom has time to manage social media in addition to everything else.
4. The social media person can be in charge of some of the more mundane but important tasks, such as following/liking back people who follow/like your accounts and posts, seeking out professional and local sources to follow, generating hashtags for events, posting links, etc.
I kind of like the idea of having someone in charge of this aspect. This wouldn't mean that all students aren't involved in it. Just my thoughts...
Keith Carlson
Naperville Central High School
Naperville, Ill.
This stuff is actually like "rocket science" to me. I like the visual hierarchy provided. That being said--and forgive my ignorance--what does the social media editor do? How do you set up your social media? This is something I'm aiming to achieve but have zero idea on how. Thanks!
ReplyDeleteCalah Kulm
Warden High School
Warden, WA
I don't have a hierarchy, but I think if you have a student who wants to do this it's a good thing. I have several former students who have done well in this role with professional news organizations. I still believe each staff member should maintain a social media brand, but if there are jobs I think it makes sense to have that position.
ReplyDeleteSteve Elliott
Arizona State University