Newsletter: March 19, 2021


Social Media Resources

Don’t forget about these support systems that are always there for you as a resource!
  • #Team-Social-Media-Producers Slack Channel: a space for GBHers to ask questions, troubleshoot issues, or share best practices and successes
  • Social Media Portal Newsletter: sent twice a month, this newsletter includes important updates for employees, new research, platform changes, and best practices for social media professionals (Contact Carolyn MacLeod to be added to the newsletter distro).
  • Social Media LunchUps: these meetings occur on the first Thursday of every month and create a space for employees to discuss social media best practices, trends, and case studies from their work on social (contact Carolyn to be added to the invite).
  • Social Media Wiki: the home for all employee materials relating to social media — forms, policies, Sprout documentation, and best practice one-sheets.
  • The Social Media Producers Handbook: a one-stop shop for running an official social media channel for GBH or a GBH production. This manual (newly updated!) reviews policies such as security, branding, account optimization, and more.
  • The Live streaming Wiki: the home for all information, guides, and best practices about live streaming to Facebook, YouTube, Twitter, and other social distribution points.
If you have a new employee that will be working in social media in some capacity, point them to the Social MediaOnboarding module in Workday Learning — a seven-minute, self-directed module that reviews all the tools, resources, policies, and software available to employees working in social media at GBH.

Social Media Headlines

TikTok brings back its fund to pay publishers to create ‘instructive and informative’ videos (Digiday)

Facebook has built a tool to compare publishers’ mobile web revenue against their potential Instant Articles revenue (Digiday $)

The pandemic has been a boon for AR adoption by brands (Fast Company)

Facebook videos are now showing up in Google’s ‘short videos’ search results (Digital Information World)

This project displays typical Facebook’s news feeds among Biden voters and Trump voters side by side (The MarkUp)

Podcast: Mark Zuckerberg on the future of AR and VR (The Information 411)

How publishers are finding audiences on Clubhouse (Digiday)

SXSW panel talks authenticity in influencer marketing (Marketing Dive)

Facebook opens up its video monetization program to shorter videos (Social Media Today)

Analysis: Facebook is building a newsletter tool to take on Substack (CJR)

Conservatives build alternate digital universe (Axios)

Research & Reports

  • Report: The US short-video landscape (eMarketer)
  • From the Infinite Dial Report 2021: Facebook has lost its lead as the most-used social brand among 12-34-year-olds in the US. Instagram, Snapchat, and TikTok are ahead. (Edison Research)

Best Practices

Five keys to crafting shareable content (PR Daily)

TikTok has launched new tips and resource guides to help businesses make the most of its platform (Social Media Today)

How do you solve a problem like… a social media backlash? (The Drum)

Steal This Idea

  • Case study of Yahoo News on TikTok, now the third highest performing news org on the platform behind NowThis News and The Daily Mail (Nieman Lab)
“We didn’t take our Yahoo News content and just sort of transport it to a different platform. On TikTok, we are news for Gen Z delivered by Gen Z from the trusted Yahoo newsroom.”
  • Tips and tricks from producing virtual events for the Spanish-speaking community in your local area, from KUNR Public Radio (RTDNA)
“Test your livestream connection ahead of the event. To make the most of this test, you can turn it into a short, one-minute livestream promotion reminding people that a Facebook Live event will be happening in a few days. If you’re cross-streaming the event to a partner organization’s Facebook page, this test stream is also the time to make sure the cross-streaming connection between your pages is working properly.” Usually we test out our livestream setups on a test FB page, but this is a great idea to try out and use it to solicit questions ahead of time!”

Public Media Highlights

  • A recent CJR study on trust in public media found that audiences consume PBS content primarily through broadcast TV but apps, online and social media are under indexed: “Looking at how audience members consume PBS content, the majority of our respondents preferred to access PBS content online or through apps and social media rather than through broadcast.” (CJR)
  • GBH is a finalist for the Shorty Award for Best Remote Production, for the cross-platform livestream “Chat Plays GBH”! (Shorty Awards)
  • POV Spark’s “Otherly” series of seven short documentaries launched this week on Instagram Stories. Each film premieres on the Otherly series Instagram Stories, where it will be available for 24 hours and then saved to highlights. (@OtherlySeries on Instagram)
  • PBS Editorial Standards: The value of community guidelines on social media (PBS Hub)

Platform Updates

  • Twitter now allows users to see images in full, rather than a cropped preview, when posted on the timeline (Twitter)
  • Those running ads on Twitter can now restrict replies on promoted-only tweets (Twitter)
  • Twitter is rolling out the use of multiple security keys as the only form of two-factor authentication (The Verge)Instagram is starting the roll out of an automated captions sticker for Instagram stories (Social Media Today)
  • Users can now download TikTok livestreams. Each live stream is available to download for 90 days. (Digital Information World)
  • Twitter Spaces links now appear as clickable cards in Twitter mobile app (XDA Developers)
  • Clubhouse adds new features including the ability to create new Clubs in-app (@MattNavarra)

Weekend Read

The rise of emerging platforms should lead brands to reassess their social strategies (Campaign Live)
Do you have a public media colleague who might be interested in this newsletter? Encourage them to sign up here:



Article by: Tory Starr

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