Social Awareness – Survive Your Job In Television News

Working for you” takes on a whole new meaning with Flowcode use in TV news.

There’s a revolution coming to TV news and it might look familiar. QR codes are not new. They are everywhere. But an innovator in the space wants to improve upon existing QR technology, creating a new dynamic and standard in TV news. Meet Flowcode.

Every once in a while I am asked to take a look at an emerging technology or technique to increase a station’s digital saturation. In this case, I was asked to consider how QR codes could improve TV news. I thought the idea was brilliant and had incredible potential. QR codes are popping up everywhere and are being used in ways to make your life easier already. My first instinct was creating meaningful connections with viewers. But, the journalist in me soon took over and I wanted to learn more and check my hunch.

I thought about the constant struggle newsrooms face trying to directly connect with viewers. That is especially true now, with so many newscasts to produce each day. 4 hours in the morning, noon and then 3 PM until 6:30 or 7 PM. Oh, and don’t forget the late evening newscast of record as well as ever increasing digital content demands. Traditionally, broadcasting companies rely on ratings data companies like Nielsen and Comscore. Then, they call in consulting groups to get research information about who their audiences are and what they really want.

If you ask news managers, many will tell you that the research often feels flawed. The content topic suggestions and ratings gains do not always match what the research shows should happen. It leads to a lot of guessing when they try developing a brand and creating trust with the audience. Minute-by-minute audience viewing reports are also a guessing game. Between grinding out shows stations look for trends in those reports and hope to get it right.

These methods lead to a real mixed bag of results. A Gallup/Knight Foundation study found more than 80% of Americans say the news media is at least “very important” in providing accurate information. Good news, right? But then comes the conundrum: An Accenture digital consumer survey found TV is the only category of device experiencing uniform, double-digit usage declines. This is worldwide and in nearly all age groups. Accenture also found 87% of consumers use a second screen while watching TV.

The TV news industry understands this is happening. But how do you link up the TV newscast with the tablet in the viewers lap?

Consider this, 65 % of people who use a second screen have looked up information on a product in a TV show. Meanwhile, TV news viewers told focus groups around the world in a Reuters Institute study that they think news organizations rely too much on clickbait and sensationalism. Many said they felt news organizations wanted to trick or provoke them into watching. They also wondered who is tracking what they click on station websites. Study participants largely seemed resigned this is just the way it is, and it hurts trust. Other studies show audiences also express disdain at banner ads and sponsorships which may lead to a harmful reputation.

A Pew Research Center survey gives some hope though. 75% surveyed say confidence in news media has the potential to improve. The survey also shows brand loyalty isn’t what it once was. 63% of news consumers Pew surveyed don’t feel strong loyalty. Many say they feel local news can still work on directly connecting with the community more.

Cue the Flowcode option. Founder and CEO Tim Armstrong says his company has launched “next-generation” QR codes. No app needed. “It takes you directly there with no stopping off at any large internet companies” Armstrong says. This means much more security for the audience. Flowcode comes with privacy built-in to meet GDPR and CCPA standards. The direct link can help eliminate recent concerns being raised over QR code security. The custom design of the code also matches the branding of the station, which is helpful as stations grow their brand or continue to build on a strong brand in the DMA. Flowcode QR’s in targeted connection can even increase a station’s brand value.

Television stations have begun experimenting with QR codes to provide added content, especially during weather events with encouraging results. Take a look at this roundup of ways QR codes are starting to be used at local stations. Innovative starts for sure. Flowcode is starting to partner with major broadcast groups including Sinclair Broadcast Group and Nexstar Broadcasting. Driving as much as a 50 percent increase in app downloads. Also darn smart. eMarketer projects 99.2 million QR code users by 2024. That’s up 28 million more from 2019.

As the TV news industry grapples with how to reach their audience directly Flowcode also offers data science and analytics. The TV industry can push for options to figure out why an audience turned off at 10-minutes after the hour, instead of simply knowing that they did tune out at that point. It offers a way for stations to find out if the audience will watch more long form content on OTT platforms. There is also the opportunity to sponsor content without the anchors having to actually say the name of the sponsor. All ways to prove a station has heard what the community wants to learn, values the time taken to watch, and is eager to meet the audience directly where it is. That includes holding a phone or tablet and lounging on the couch while watching the news. Yep, that’s working for you alright.

Let’s get personal. Why your social media connections could cost you your job.

Over the last several months especially, FTVLive.com has called out a lot of journalists for inflammatory remarks made on their social media including their personal Facebook posts.

At times these Facebook or Instagram pages are “locked down” meaning someone has to ask to be your friend to get access. Apparently that is leading some journalists, including very seasoned ones, to think they can post anything because its only going to be seen by family and friends. But here’s the issue, friends can fall out of favor, or have another friend who doesn’t like you. All it takes is a friend with access to your page to screen grab your post and send it to another person, and you are as good as public. Don’t believe me? Again ask some of the journalists recently called out about their postings on FTVLive.

The hard reality here is these posts can also be sought after by bosses, HR and coworkers ticked you got the shift they wanted, the position they hoped for etc. I have seen it, and had to help journalists deal with this reality several times now. You have to realize, all it takes is one person to take a screen grab and share it.

I have also seen people go through the rest of the staff’s posts when they get in trouble themselves and try and out the others for doing the same thing. Next thing you know a bunch of staffers are getting written up. And it can be more than a slap on the wrist, the post and disciplinary action can end up in your employee file impacting your ability to get a job in company in the future. Also HR will protect who “outed” your comment. So you will constantly look around the newsroom and wonder who turned you in. Who has it out for you?

I have heard of hiring managers contacting former employees at stations you apply for, to see if they can get access to your personal Facebook etc. Not to mention HR and managers having burner accounts, that seem innocent but are actually used to get access.

This is meant to make you stop and think hard about social media. Privacy just does not exist. You cannot count on private mode, when it comes to protecting your career. There is always a way to gain access if a person wants to, and there can be people you think are your friends that will stab you in the back.

With this reality in mind, let’s talk about the never post list you need to memorize.

Political Views

Compromising selfies

Sexual comments, innuendo

Religious opinion

These are your danger zone topics. Can you post a bible verse for inspiration on your personal account, probably, but be careful. You can also say you just got back from service. Other than that, keep any opinions to yourself. You are a journalist, you are very vulnerable and under scrutiny.

Politics is just a no. Sorry the world is too polarizing. Pass. Talk with your friends and family. Otherwise. No.

What are compromising selfies? The specifics vary depending on CoVid. Right now if you go to a social gathering, do not post a picture. If you are out drinking do not post a picture. If you are flying somewhere probably should not post a selfie from the plane, airport etc. Non CoVid times, do you look drunk don’t post. (As in you do not want any pics taken when you are drinking that could end up on social media) Would you wear that outfit in front of a religious leader or your parents? If no, then no selfie online. Sorry, America still can have very puritan like values.

I know that there is a push to feel good in your own skin. And you should. If you work out and love your toned body, that is not a bad thing. But you have to be careful about mistaken impressions. You might think that bikini is ok, but I promise most of the hiring managers are not thrilled. Those that are frankly are likely not thinking of you as a good journalist, but eye candy they can use to get numbers then dump when the awe wears off. Sorry but someone has to say that bluntly. Too many people are not understanding it. There are a very few hiring managers who will not judge and will just focus on your journalistic integrity. To assume most will is just plain over estimating their goodwill and maturity. Also, think of all the memes out there, do you think most Americans are mature too or will pick apart your “assets” and objectify you. Is the risk worth your career? If you are in journalism to be looked at, you still have to keep the job, to get that attention. Remember that too.

Now sexual comments and innuendo. Sadly, I see a lot of this when screening journalists myself. I get that social media can be a way to hook up or find the love of your life. But again, you need to think about all the stories covered when politicians sext etc. Same applies to you.

Also seriously consider whether people at work should have access to your personal accounts. A lot of people choose to keep work and home separate, including their personal social media accounts. It is a valid idea. One I would encourage while you work in the industry. Once you leave a station maybe you invite a select few of your closest friends to have access. Maybe. Again, I can promise you, when you see a personal Facebook reference on FTVLive, in most cases someone that person trusted shared that post with someone else, possibly including FTVLive directly. Having limited access, where you approve the friend list is not enough.

Finally a word on social media policies at work. All of them have some language that allows the staton to come after you for personal pages. That includes, personal Facebook with limited access, personal websites, etc. They keep the language fluid enough to be able to come after you if they so desire. Bottom line, most journalists do not have the cash flow to fight them back, and the companies know it. So they issue blanket statements about types of unacceptable posts (see list above) and they remind that everyone, even those of you behind the scenes represent the company at all times on social media. All times. If you are online, you represent the station you work for. Period. That has to be ingrained in your mind as you post. Every minute. Every day. You just need 1 person to dislike something you post to potentially seriously damage your reputation and cost you your job. So never forget your social media connections could cost you your job.

Know your why. How to start to develop an online brand as a journalist.

Its no secret the broadcast news industry is desperate to find a way to monetize its digital products. So far, mixed results.

There is an important factor that the TV news and frankly every industry is desperate to tap into. Influencers. They rule the internet. They make the big bucks and they are influencing public opinion in ways marketing and education experts are just starting to realize.

Because of this you need to start to create your own online brand as a journalist. You want to identify the type of influencer you would like to be before the bosses tell you how to act on social media. Its really that simple. If you want to be true to the journalist you are, then get on it and get your brand defined. But how?

Let’s start by defining these concepts for yourself.

Why are you a journalist to begin with?

What topics do you love delving into each day?

What kind of person do you want to actually be?

Heavy stuff right? Let’s not forget, your digital brand defines YOU. You are your most important commodity. So you need to soul search this. You need to be able to define who you are online, and why you are that way. Know your why. Otherwise you will be told what to be at some time or another.

So let’s dig into the first question. Why are you a journalist to begin with? This is the most important question you can ask yourself each day, and most important answer as you begin to define your brand. I am going to get harsh here. If you are a journalist because you want to wear pretty clothes on TV, this is not going to be an easy process for you. I know there are a ton of journalists out there showing off their fashion sense, and some are even getting endorsements but long term its not a good “look” for a journalist. Period. That answer makes you a want to be fashion influencer. So go do that. I am not saying posting an occasional image in a dress or showing off shoes or a tie is awful. But it should be an occasional reference rather than the main focus of your brand. Too many budding journalists are focusing on what they wear more than who they are and what topics they love.

Now that we cleared that up, let’s talk about why you are a journalist. Not a personality. Not a host, a journalist. Are you super curious about the world? Can you not help but ask questions all day long about all kinds of things? Do you want to help hold people accountable for their actions? Do you love explaining things to people? All of these potential answers can help you start to define your brand. Think about it. If you are super curious about the world, then start showing how you look into those curiosities. Boom, the start of a compelling brand with substantive posts. Same with the journalists that just love asking questions. Same with the accountability type journalists, although those might want some of their posts copy edited first for possible legal issues. If you love explaining things, think show and tell high tech style. Bet you can start to name off a bunch of topics right away already.

So let’s get more in-depth with topics. Some need to be highly relatable. Yep I am talking food, exploring the city you work in, surrounding areas and pets. These subjects should be incorporated into some of your tweets. Same with hobbies. Some behind the scenes at work posts are cool too. And a friendly reminder, makeup and fashion posts cannot be the main focus. Just an occasional mention. In fact all hobbies should be occasional mentions. Just enough to give a little personal insight, but not the crux of your journalist brand.

When asking what topics you love delving into think of this more like a traditional beat. If you love education stories, retweet, research and engage in that topic. If you love politics do the same but take caution to never show an obvious bias. You are a journalist you must be impartial. And you likely have a work social media policy that demands impartiality. Love tech? Talk about it. Love geeking out over space stuff? There’s a niche for that. Engage. If you have to interact with viewers several times a day for your job, at least half of it should be about things you love to check out anyway.

Now let’s get into what kind of person you want to be. Influencers tend to provide “food for thought.” Not all of them slam their opinion down their followers throats. Some do. But more don’t. They use subtlety, a little self deprecating humor, and most serve up good doses of humility. Remember I am talking digital influencers, not TV pundits like Hannity. That’s a whole other ballgame. People are turning to digital to find “real” people instead of caricatures. If they want to laugh at a caricature, then they watch a few memes to get it out of their systems. That is an important thing to realize. Also do not put yourself on a perch above your followers. The online community is about collaboration, more than adulation. Even with movie stars, etc it is a chance to try and connect instead of just look up to them. Acting really authoritative will not last. You will tumble down. Exuding some confidence is fine. But make sure you watch and have a variety of types of posts. Not just ones that could be misconstrued as bragging. Stay, humble, real, and fair in your posts. Think of your online conversations like ones with a new friend you are getting to know. You want to showcase your interests to find a common bond. If you approach who you are on social media this way, you will do fine.

Finally understand that developing a brand takes time. That’s why it is important to get on it, figure out who you are online and then stick to it. Give others time to find you, like you and then hopefully be impressed enough to continually engage with you. You want time to find and carve your niche in the topics you enjoy. And you want to get started and have a good foundation in place before your bosses come and tell you who to be online. So dive in, discover yourself more and enjoy engaging in things you love anyway. Its your best chance at success, and quite possibly influence online and in the industry.

I am at a serious story and have to post on social media. How can I avoid seeming insensitive?

If you read industry blogs, you have seen plenty of cases of reporters tweeting a smiling face at a murder scene, natural disaster or some other similarly toned story. Facebook postings about meeting the national correspondent hero and taking a selfie get plenty of critiques too. This occurs often enough that one has to ask why? Why do so many continue making this mistake?

The answer is two fold. First, many think in order to show they are at a scene, they have to show themselves in that scene. Second, like it or not, many journalists become rather immune to the scenes around them. In a sense you become less sensitive while in the middle of the moment. Part of this is a survival tactic. The stories covered are often hard to take. This is a natural human reaction. But it is a part of the biz, that the viewer does not want or need to understand. If they do get a sense of it, it comes across as trivializing the story, its impact and the viewer.

Many stations provide little to no guidance on how to handle sensitive issues while on social media, even though you are required to post. So let’s create a checklist you can have on hand to help yourself navigate a tough situation when you are emotionally impacted, the deadlines are intense and you are trying to fulfill your obligations without a lot of time to stop and think.

Before you post ask yourself:

Does a selfie help cover this story?

What is the tone of my coverage today?

How will this tweet/FB posting define my image as a journalist?

Yes, these questions are heavy. That’s why we are going to look at how to answer each one before you are at a serious story. If you know how to quickly gage the answers then this list is a simple reminder that could keep you from making a big mistake that hurts credibility.

Let’s tackle the first question. Does a selfie help cover the story? Why do you want to put yourself into the image in the first place? Again, we are focusing on a serious story. Did you just meet the hero who saved the day? Do you want an image of you talking with that person? Did you just get an exclusive look at an element? Do you want to show yourself getting a tour of the crime scene for example? A look at the fire line? Then ask, is the image as effective if you show just that hero, or just that fire line and you are not in the image at all? Again, a lot of reporters innately think they have to show that they are on the story to really be on the story. But I am going to ask you to consider a social media selfie the way you should consider the use of a standup. If there is a way to let the story tell itself with images alone, then you do not need to be part of it. If you are describing something, pointing something out or connecting two things and your physical presence adds to understanding, then having you in the shot is appropriate. But that doesn’t mean a selfie. Have the photographer you are working with take a pic of you talking to the subject or being given that tour of the scene. If you are an MMJ, consider asking someone you trust to snap it for you. If you must show yourself at a scene, it should be a shot that shows you actively engaged in covering the story. When is the last time you saw a network 2-shot with the correspondent and the interview subject standing side-by-side, grinning? Selfies send a very different tone when you really think about it.

Speaking of… What is the tone of my coverage today? Often the answer to this is going to rule out selfies. If the tone is to show the intensity of the shooting scene, how does a selfie convey that intensity appropriately? If the post celebrates a rescue in flood waters, what will your physical presence do to make that more clear in a still shot?

Then there is a question of your legacy. That might sound corny, but it is true. Really every FB post, serious story or not, applies. The industry is small. It can be ruthless. You do not want to be the subject of this comment: “Wait that person looks familiar. Oh, that’s the genius who smiled at the mass murder scene.” Every post, every tweet, every Instagram image has to portray you as the type of journalist you want to be. That is hard. You will not get every posting right. But you want to avoid major gaffes. Especially when covering a serious story. The two questions above should help you, so that by the time you get to this question your gut knows what to do.

If you get to a large scale story and meet your mentor, take a picture with the person if there’s down time. Just don’t post it. It really only matters to you anyway. Why take the risk of putting it on your work accounts, and have some think you are insensitive? In terms of your private account, just remember no account is truly private when you are a journalist. Check your privacy settings and know you could still take some risk.

Bottom line, serious stories are hard enough to cover in a Tweet, Facebook post, or Instagram image. Unless your presence in the shot is really crucial for the viewer to understand the story, the best option is to avoid a selfie. The fact that you are posting is enough to show you are there. You have to do all you can to protect your credibility. Selfie’s often just are not worth it while on a serious story. Better to go conservative, and decrease your risk of seeming insensitive. Now am I saying never do a selfie? No. But this article is about serious stories. Stories that stir intense emotions of sadness, fear, anger, pain or frustration. Happy stories, inspiring stories and some stories discussing challenges could open the door to selfies. The litmus test above will help you know when.