Building a Credible Presence
on Facebook and Twitter,
From the Ground Up
Dave Olson, Editor,
Salem (Mass.) News and salemnews.com
What guidelines should a newsroom follow for collecting and publishing
news through social media?
DOWNLOAD SOCIAL MEDIA GUIDELINES
Post your policy, add a comment, share an experience
Q&A with Dave Olson
Can you briefly describe your APME Online Journalism Credibility Project?
We were interested in learning how a paper’s involvement with and use of social networking sites
affects its credibility, both online and in print. We decided to emphasize credibility as we built our
sites from the ground up.
Why did you choose this issue?
We all want tons of Tweets and Facebook friends. The question is how to get them – and hold their
interest – without playing to the lowest common denominator.
How did you approach the issue?
With the help of APME, we canvassed our fellow news leaders to see how they handled their
Facebook and Twitter accounts. We also reached out to readers through Facebook, Twitter and our
traditional print and Web editions to gather community input. We enlisted specific groups of Facebook
and Twitter users to serve as a sort of "social media advisory board” to get real-time feedback on what
we choose to post or how we develop our pages.
What did you and your news organization learn?
We were able to create a vibrant ethics and usage policy for social media, both to collect the news and
to distribute content.