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The use of social media at Chicago Tribune

The social media editor of the Chicago Tribune, Amy Guth, speaks to Liam Quinn about the newspaper's online presence.

Liam Quinn:  How did you get into working in social media?

Amy Guth:  I served as managing editor of a now-defunct literary magazine, and was a freelance writer for years. The release of my first novel in 2006 kickstarted my entrance into the tech world.

I clearly recall thinking: ‘This (digital media) is coming at us (writers) whether we like it or not. I’m going to get out in front of it.’  I learned a lot just by doing, and approaching every new site and platform as an opportunity to learn.

Fate intervened a bit—the publicist I was working with left the industry quite suddenly, and not wanting to lose momentum, I took the reins and used social media to promote it myself. I think that was one of the best decisions I ever made. I learned a lot through trial and error, and I feel like I had a front row seat to the early sprouts of what social media is now.

That entire process cued the transition into the speaking world, initially about book promotion and technology as it applied to authors and journalists, then more heavily about digital and social media, SEO and the like.

When I initially arrived at the Tribune in 2009, I helped with the launch of ChicagoNow, the Tribune’s blog network before transitioning over to bring a digital element to the Tribune’s books section. After a couple of years in the books section, the opportunity to manage social media for Tribune Media Group was created and I went for it.

One might say I got very lucky by thinking outside the proverbial box during a period of disruption, but, frankly, I don’t believe in luck. I do believe in saying that you mean, not getting bogged down in flighty business speak and by things that don’t feed the big goals.

LQ:  Who is the audience you are trying to reach via the Tribune’s social media channels?

AG:  There is very little ‘trying’ about it; we interact with our readers where they are. Your customer can tell you a lot about how and where they want you to interact with them. A big part of the job is to listen and connect; the days of dictating the method are long gone.

LQ:  What different channels does the Tribune use?

AG: Print products, mobile apps, Web, Pinterest, Twitter, Facebook, Google+, SEO and social bookmarking. We are the parent company for broadcast stations, so radio and television are on the list, too. We also have an annual literary festival, Printers Row Lit Fest, and a series of community conversations, panel discussions, and educational events.

LQ:  Why did you choose those channels?

AG: I think it’s important to listen to your readers and let them show you where and how they want to connect, first and foremost. Second, I select social media that will support our overall business and digital strategies and initiatives, and that further our journalism.

LQ:  What are the goals/strategy for the Tribune’s social media implementation?

Initially, the first goal was to make social media accessible to everyone who wanted to learn. I developed a very open-access classroom style for the newsroom and other areas of the company.

LQ: How does the Tribune engage with readers on social media platforms?

AG: Every day, we are looking for new and interesting ways to connect with our readers and our communities. We tweak and adjust for the way people adapt to using social media. Listening and being open to constant change and tweaks are really key points. The only thing worse to me that neglecting social media is to use it one way and never adapt and evolve.

LQ:  Are ‘citizen journalists’ collaborators or competitors to the Tribune from an online perspective?

AG: This is a huge topic: on one hand, few people are willing to send an email or call us when witnessing breaking news. Instead, people will generally snap a photo with their mobile device and tweet it, so it’s important to listen and have an ongoing conversation on social media. Here, we use social media constantly in collaboration with the breaking news center. I’m glad to have that open dialogue every single day.

Also, time is a key of an element now more than ever—not only are we all hoping to breaking news first, but we want to break it correctly for search engines, too.

On the other hand, it is frustrating to see the amount of unverified, un-vetted information out in the world now.  I feel it’s our responsibility to try to cut through the sea of information with accurate and responsible reporting.

LQ:  How integral is social media in the overall communications strategy for the Tribune?

AG: We recognize the increasingly larger role social media plays in the lives of our readers, and as a tool to extend the reach of journalism.

Liam Quinn is a second-year Bachelor of Journalism student at La Trobe University.  He is currently on exchange at Michigan State University. You can follow him on Twitter: @liamquinn23

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