Last week we discussed the importance of Local Social Management. Today we are going to dig deeper into the topic, by taking a look at a successful case from the National Public Radio in Boston that elaborates on what kind of local stories drive the highest engagement.
In 2011 NPR commenced a project called “The Local Stories Project” , an experiment aiming to localize content on their Facebook page. To briefly outline it, a certain Facebook feature enabes NPR (and everyone else with a Facebook page) to customize its posts by location. This allows for the sender to post different stories to specifically targeted local audiences – from the same Facebook Page.
In order to localize, NPR has partnered up with media stations (e.g. KPLU in Seattle, KUT in Austin) set in different cities of North America. Here, journalists with expertise in finding material for the local community are selecting and creating the local stories in collaboration with NPR’s editorial coaching and development team. Eventually, NPR is spreading the localized story, geo-targeting it to the right users.
Today the localized stories have proven successful by creating a high amount of engagement, and NPR has expanded the number of stations involved and are continuing the project.
So what exactly is it that causes a local story to be share-worthy?
What does it take to make the local users clap their hands, like and comment? Two News Specialists at the NPR Digital Services asked themselves this question and conducted a study to define what types of local content cause the most sharing and engagement. They tested and identified the local stories that worked the best, and the results were combined and categorized in this Infographic. The results include 9 types of content, that rock:
- Place Explainers
- Crowd Pleasers
- Curiosity Stimulators
- News Explainers
- Major Breaking News
- Feel-Good Smilers
- Topical Buzzers
- Provocative Controversies
- Awe-Inspiring Visuals
At Mindjumpers we have been focusing on local activation since our early days. In order to build and engage communities in valuable ways, we have Social Media Managers located in more than 25 countries around the world.