{"id":810,"date":"2011-11-26T20:46:21","date_gmt":"2011-11-27T00:46:21","guid":{"rendered":"http:\/\/www.yorkblog.com\/ydrinsider\/?p=810"},"modified":"2011-11-26T20:46:21","modified_gmt":"2011-11-27T00:46:21","slug":"community-engagement-key-goal-in-initiatives-that-scored-ydr-statewide-award","status":"publish","type":"post","link":"https:\/\/yorkblog.com\/ydrinsider\/community-engagement-key-goal-in-initiatives-that-scored-ydr-statewide-award\/","title":{"rendered":"Community engagement key goal in initiatives that scored YDR statewide award"},"content":{"rendered":"

\"\"<\/a>Our news organization’s campaign to wrap the personalities of two journalists around social media and community news initiatives formed the heart of our entry for Pennsylvania Newspaper Association’s Readership Initiative Award<\/a> for 2011. The YDR\/YSN has scored first or second places since the award was introduced six years ago.<\/strong><\/p>\n

I had the honor of accepting PNA\u2019s Readership Initiative Award at the recent publisher\u2019s convention, where we also had the honor of bringing home Newspaper of the Year<\/a> and Public Service<\/a> plaques.<\/p>\n

In my acceptance speech, adapted for YDR Insider, I played on the theme that news organizations no longer push out information to readers but strive to engage them, well, in conversation:<\/p>\n

The initiatives that achieve this honor here today grew out of plain downright weariness.<\/p>\n

Some of us just were tired of TV News and other media branding their personalities with particular topics:<\/p>\n

So we turned weariness into action. We asked two of our editors to wrap their personalities around our hyperlocal and social media efforts.<\/p>\n

So we marketed hyperlocal guru Joan Concilio as the expert on York County, which, of course, she is. One vehicle was an “Ask Joan”<\/a> feature in which she fields questions from readers about life in York County.<\/p>\n

She shares these questions on her blog, Only in York County<\/a>, and readers help provide\u00a0answers. This interaction and exchange of information\u00a0has\u00a0led to a vibrant online community.<\/p>\n

We believe we\u2019re outpatching Patch (a national community news initiative), with this move.<\/p>\n

And there\u2019s a second branding initiative that resulted in this honor:<\/p>\n

Buffy Andrews heads our social media efforts and uses Twitter, Facebook and her blog, Buffy\u2019s World<\/a>, to help readers navigate the digital\u00a0landscape and explore our various online initiatives. By delving into Buffy\u2019s World:<\/p>\n

1)\u00a0Readers feel they have a personal friend who takes the time to show them in a fun way these new platforms and why they might want to join the conversation.<\/p>\n

2)\u00a0Readers and advertisers learn about opportunities to share information they might not have realized before.<\/p>\n

3)\u00a0The newspaper has a passionate promoter of its content across all platforms.<\/p>\n

I don\u2019t know how many times I\u2019ve asked Buffy: Can you socialize something I wrote?<\/p>\n

It is through these campaigns that we have grown new and younger readership, engaged existing readers and found ways to reach non-traditional readers.<\/p>\n

So we\u2019ve deployed branding strategies of competitors to get there first in two coveted area today \u2013 community news and social media.<\/p><\/blockquote>\n

Also of interest<\/strong><\/p>\n

Please see other major honors awarded to our news organization on YDR Insider’s Awards Page.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Our news organization’s campaign to wrap the personalities of two journalists around social media and community news initiatives formed the heart of our entry for Pennsylvania Newspaper Association’s Readership Initiative Award for 2011. The YDR\/YSN has scored first or second places since the award was introduced six years ago. I<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,8],"tags":[],"class_list":["post-810","post","type-post","status-publish","format-standard","hentry","category-behind-the-scenes-2","category-community-engagement"],"yoast_head":"\nCommunity engagement key goal in initiatives that scored YDR statewide award - YDR Insider<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/yorkblog.com\/ydrinsider\/community-engagement-key-goal-in-initiatives-that-scored-ydr-statewide-award\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Community engagement key goal in initiatives that scored YDR statewide award - YDR Insider\" \/>\n<meta property=\"og:description\" content=\"Our news organization’s campaign to wrap the personalities of two journalists around social media and community news initiatives formed the heart of our entry for Pennsylvania Newspaper Association’s Readership Initiative Award for 2011. 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