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CREATING A PROFESSIONAL ONLINE PROFILE FOR THE INDEPENDENT RADIO NETWORK

FINAL REPORT FOR THE INDEPENDENT RADIO NETWORK & SEARCH FOR COMMON GROUND

August 2012
Elizabeth McSheffrey Intern, Independent Radio Network 159 Circular Road Freetown, Sierra Leone +232 076 202 6

2 INTRODUCTION As the availability of technology increases in Sierra Leone, so does the demand for instant access to media updates and information. A new-age audience has come to expect rapid, interactive news at a 24-hour turnover rate, making it nearly impossible for the countrys media to keep up. As a result, many of Sierra Leones media outlets have fallen behind in the struggle to provide information to an increasingly online world. Unfortunately, IRN was no exception. With an outdated website and few of its stations online, the networks professional profile was restricted to personal and paper interactions. IRN has already done a spectacular job in gaining the trust and confidence of a national audience, and as the November Presidential and Parliamentary elections approach, there is no better time to take this relationship to the next level. Improving IRNs technological capacity not only puts it a step ahead of its media competitors, but reaches out to those who care about the network most. As such, this projects goal was to build a professional online profile for IRN. Having an online presence provides IRNs audience with more ways to be involved with the network. Through social media, organizations like IRN can form instant direct relationships with their audience and sponsors by simply signing and using such services regularly. It gives them instant access to updates, photos and information and allows them to check on their favourite programs at their convenience. Additionally, it creates an impressive portfolio of IRNs programs, activities and national impact. Current donors can see the direct results of their funding and potential donors can see why IRN makes a good financial investment. Therefore, this projects specific objectives were: 1) To create a new website for IRN 2) To put IRN on the social media map through Facebook and Twitter 3) To pave the way for IRNs future of online audience interaction The project targeted IRNs current website through the revision and update of its contents. It also targeted two popular social media tools, both of which have been successfully employed by journalists and NGOs for professional and personal use. The projects results were submitted to the IRN National Coordinator and Search for Common Ground and can be found in the body of this report.

3 PROJECT ACTIVITIES 1. Review previous IRN website and suggest areas for improvement. The project reviewed IRNs previous website over a period of one month beginning in June. Recommendations were made to the National Coordinator for improvement in the sites content, layout and interactive features. 2. Edit and update current content and photographs The previous websites content was edited and updated over a period of eight weeks. Additions were made according to the preferences specified by the National Coordinator and include photographs from IRNs summer activities, an all-new elections section and a programming page. 3. Upload new website online Due to poor internet connectivity, the new IRN website could not be uploaded from Sierra Leone for its mid-August deadline. A file folder containing the websites coding and information was sent to the Search for Common Ground Headquarters in Washington, to be uploaded by their IT personnel. 4. Create a social media profile for IRN and build its professional and audience interaction The project saw the successful creation of an IRN Facebook page and Twitter account, both of which have been updated daily since their inception in early July. Since then, the network has been able to directly interact with sponsors and fans, who have indicated their interest by subscribing to IRN updates. 5. Train staff in website and social media upkeep The project administrator trained an IRN staff member on social media and website upkeep during the last week of the project. A senior producer at the hub in Freetown was given an interactive tutorial on how to use the technology and provided with a tip sheet on making new posts.

4 FINDINGS Outcome 1.1 An updated IRN website that incorporates suggestions from a complete evaluation of the previous page. Independent Radio Network Website The previous IRN website was an outdated account of the networks activities, mandate and member stations. Not having been updated in a number of years, most of its content was no longer correct or relevant. An analysis of each page revealed a number of grammatical errors and a selfpromotional writing slant that was unbefitting of an objective news organization. The informations style and layout was not conducive to the needs of an online audience, which has a short attention span and expects interactivity from a website. Paragraphs were long, pages were packed and the content was written in the passive tense, which discourages the viewer from continuing. In addition to these deterrents, the websites links took readers away from the IRN page by replacing it with the new address. Though the website contained a number of illustrative images, their resolution was poor, they were uncaptioned, and placed next to information that put them out of context. The websites pages were also sequenced in a confusing way that did not reflect common reader priority, but IRNs personal, organizational goals. Further analysis revealed that the website was in fact, not a website at all, but a free blogging software that restricted IRNs ability monitor and promote itself as well as the content it could post online. The project concluded that the site lacked professionalism and commitment from the network. Over the next few weeks, its content was re-vamped to include recent successes, a new section on programming and voter education and a set of updated images from IRNs latest workshops and training courses. The writing was changed to balance the objectivity of a news outlet with the needs of sponsor-funded organization, in a style that encourages the viewer to keep reading. The titles and order of the pages were altered to reflect audience priority, and drop-down links were added to limit the information volume of each individual tab. The layout was completely re-done and new interactive features were added to keep viewers engaged. Links were provided to the networks new Facebook page and Twitter account, and the site now contains a slideshow of images, a moving banner and a rolling list of latest updates. The majority of the websites content was completed and saved into the online formula. Unfortunately, IRN did not provide the project administrator with select information updates in time to incorporate them, a task the network will have to complete in the coming months. The projects original goals of including program podcasts and a live Twitter feed were also not met due to a lack of technological support. Additionally, poor internet connectivity prevented the most recent version of the site from being uploaded in Sierra Leone. It has now been sent to the Search for Common Ground Headquarters in Washington for IT maintenance. As it stands, the new website is online in an incomplete form that will be updated shortly.

5 Social Media Profile Outcome 1.2 An IRN Facebook Page and Twitter account that balance the networks professional needs with audience interaction. During the time frame provided, the project was able to successfully create a social media profile for IRN using popular tools such as Facebook and Twitter. On both of these sites, viewers can visit IRNs account to view information about the network, including its history, mandate and contact information. They can click on photo albums of its latest activities, make comments and share them with friends. They can also get in touch directly with the network and its fanbase by making posts to the Facebook page, or Tweeting to IRN. Since their creation, daily updates have been made to both profiles that encourage such interactions. The project engaged the online world by asking for feedback, posting the news, promoting IRN and reflecting meaningfully on topics relevant to the network. This online presence has already benefitted IRN professionally and personally through the relationships it has led to with both sponsors and fans. Exposure through Facebook and Twitter has led donors such as Search for Common Ground and AusAid to subscribe to IRN updates, and the network now has a healthy population both in Sierra Leone and abroad. IRNs social media portfolio has been kept tasteful and professional, but also demonstrates the passion and commitment outlined in the organizations mandate. Every post overseen by this project has reflected IRNs core values a track record that can now be seen by millions of viewers online. The networking possibilities of social media are virtually endless, so it is crucial that IRN maintain this new level of audience interaction. This maintainance includes the moderation of not only of posts by IRN staff, but those of the networks followers. It is important to note that anyone with an internet connection can make a post to IRNs Twitter feed or Facebook page, which is a condition of using the software. The networks security settings allow it to delete these posts and block users from future interaction. Only an IRN Administrator (someone with the username and password) can make alterations to the profiles, so it is important to be diligent in ensuring that all posts appropriately represent the networks name and face. Paving the Way for the Future Outcome 1.3 Training of IRN staff in the maintenance and upkeep of the networks website and social media profile. One of the projects original objectives was to ensure the longevity of the work it had started. Over the course of two months, it established an online path for IRN to follow as the elections approach and a set of goals to reach after the vote takes place. To ensure this progress continues, social media and website maintainance training was provided to a staff member of the IRN hub in Freetown. The National Coordinator selected the senior producer to participate in a oneday interactive tutorial on how to work IRNs new online profiles.

6 The training provided the producer with examples of IRNs previous online activity from both the website and social media accounts. It also included a demonstration of audience interaction dos and donts, and of how to use the different softwares. The producer was then able to make new IRN posts, upload new photos and contribute to each profile, with the help and supervision of the project administrator. Though only one staff member was trained, the expectation is that she will pass this training onto her colleagues to build a team of reporters able to contribute to the website and social media accounts. The more IRN journalists interacting with the public the better, provided their updates have purpose and meaning. The National Coordinator was left with a document containing tips and tricks on how to maintain the work this project started, which will be distributed to staff at his discretion.

RECOMMENDATIONS
Outcome 1.4 A list of tips and suggestions on how to maintain IRNs website and social media profile.

IRN WEBSITE
irnsierraleone.org 1. Less is more The IRN website was designed using basic software with limited capabilities. Its design is plain, simple and effective a theme that should be kept in mind when making updates. Bright, flashy applications and tools look unprofessional, so fancy additions should be kept to a minimum. Too much colour or content on a page is visually distracting and unappealing to the reader. 2. Write for the web Short paragraphs a 100 word paragraph looks pretty long on a web page and an online audience has a short attention span. Long paragraphs send a signal to the reader: This will require effort. Chunks write in small chunks to make the page more visually attractive and easy to read. Brevity Omit all unnecessary words and be straightforward. Read the material out loud if the sentence sounds long and ugly, it is. Use active verbs rather than passive verbs, which tend to bore the reader. Subheadings and Lists if the web page contains a lot of information, using subheadings will help categorize the content. Readers will be able to scan the page more quickly and lists will help them make sense of the information.

3. Keep it current IRN is a news organization with a massive national audience. In order to compete with other media outlets, it must provide constant news and activity updates to its readers and listeners,

7 who should always be able to find out the latest information from IRN. Additionally, constant updating reassures sponsors that their money is being well spent. The goal is to direct readership to the IRN website and the only way to draw in an audience is with the promise of something new and exciting every time they visit. Twitter Feed If possible, IRN should link its Twitter Feed to the website. This guarantees a constant stream of quick and poignant updates from IRNs journalists about the exciting events happening on the ground. The Twitter Feed can also serve as a calendar to let IRNs audience know where and when the networks events will be happening. News & Latest Updates These sections of the website should be brought up to date at least once a week. News becomes stale very quickly and the audience will not want to be bogged down with a list of IRN meetings that happened a month ago. Podcasts & Programs Online access to IRNs programs is critical in maintaining and gaining an audience. If people are not able to listen to their favourite programs, having them available online will put IRN a step ahead of the competition and ensure that important information reaches the community.

4. Be interactive A modern-age online audience has been trained to expect all the bells and whistles from its regular internet haunts. IRN must therefore engage the audience actively not only on its website, but through social media as well. Community involvement updates to the website should let the readers know how they can get involved, which of IRNs events they can attend and where they can go for more information. Ask for feedback and make them feel like part of the network! Pictures a picture is worth a thousand words, so IRN should upload new photos to its website regularly. Pictures should be placed on the website according to their theme and captioned to help readers understand them. Links adding links provides readers with additional information and allows them to interact with the webpage by clicking on something they are interested in. Links should be meaningful, relevant and open in a new tab. Avoid linking to competitor news sites.

5. Self-promote shamelessly but sparingly Self-promotion is an important part of any news organization, especially one that actively seeks donation and sponsorship but IRN should be careful not to overdo it. Let the audience know enough to keep them interested, but make updates and additions that arent always a sales pitch. If the website is too commercial, it will alienate viewers.

IRN FACEBOOK PAGE

http://www.facebook.com/IRNSierraLeone IRNs Facebook page is its professional social media profile. Anyone can read it, like it or post to it, but only an Administrator can alter the pages contents. By logging into Facebook using IRNs email address and password, you have logged in as the pages only Administrator. IRNs Twitter feed is automatically uploaded to the networks Facebook Page, so every time the network Tweets they are updating their page as well. A picture is worth a thousand words - upload and caption photos from all activities and events. Create events for IRNs public activities so the networks audience knows when and where they can get involved. Self-promote once a week with a quick Tweet or Facebook status (ex: Check out the latest photos from IRNs gender equality meeting! or Democracy begins with the right to speak join the movement at irnsalone.org). Running Facebook ads will also encourage new fans to sign up. Interact with audience ask for their feedback using status updates, polls, new posts, etc. Everyone who likes the IRN page will receive regular updates from IRN, which will then be visible to their friends as well. Allow fans to tag photos on the IRN Facebook page to add engagement for existing followers. Send an update to people who like the IRN page to let them know about important developments in the networks activities (link can be found by clicking Edit Page then Marketing). This appears however, as a private notification to fans, so use it sparingly.

IRN TWITTER PROFILE

https://twitter.com/IRNSalone What is a Tweet? Tweets are limited to 140 characters keep your message short and to-the-point. Use abbreviations and short forms to make the most out of each post. Adding #hashtags to your Tweets helps categorize them for your followers (ex: IRN journalists head to #Freetown to promote #youthleadership and #genderequality today!) Try and include at least one hashtag in every Tweet, but no more than three per post. Tweet @someone to get your posts noticed, or credit someone for their contributions (ex: IRN and @SFCG_ work together to reduce #youthviolence and #lawlessness with Canadian intern @elizabethmcs).

9 What to Tweet? Tweets should always come from a place of honesty and transparency. IRNs posts should be insightful and engaging so that its followers stay with IRN. If the network is constantly Tweeting for self-promotion, it will get unfollowed quickly by people who are tired of hearing a sales pitch. Quick thoughts on IRNs work in the field. Updates on IRN activities. Short reflections on the issues pertinent to IRN, Sierra Leone, Africa, journalism or human rights (ex: @BBCAfrica journalist @AndrewHarding says #internationaldevelopment should be a #grassroots operation. IRN agrees, what do you think?) Pictures from IRNs latest work can be tweeted with a brief caption. Latest news at the end of the day, IRN is also a news outlet that competes with other media. Tweeting news as it happens will help IRN stay on top of the game. Links to articles, blogs, etc. that are of interest to IRN or its followers. Use a URL shortener such as Tinyurl to save on characters if you are sharing a long link.

Build your Network Search for contacts IRN has an interest in receiving updates from and follow them. The best way to get people to follow you is to follow them. Re-Tweeting other peoples posts will get you in touch with new contacts and potential followers by tapping into the network of other friends and organizations.

SOCIAL MEDIA EMAIL ACCOUNT

This email address is visible to the public on IRNs Facebook Page and Twitter Feed. Anyone wishing to contact IRN or learn more about its activities and programs will use this account. It should therefore be checked regularly for audience interaction. USEFUL RESOURCES Writing for the Web http://www.marymcguire.ca/sites/webwritingresources.html http://www.macloo.com/webwriting/index.htm

Twitter for Journalists http://www.webdesignerdepot.com/2009/03/the-ultimate-guide-for-everything-twitter/ http://www.marymcguire.ca/sites/twitterresources.html http://www.commoncraft.com/video/twitter-search https://support.twitter.com/groups/31-twitter-basics

10 Running a Facebook Page http://www.facebook.com/help/pages http://thenextweb.com/facebook/2011/05/30/8-must-know-tips-on-how-to-run-aquality-facebook-page/ http://www.socialsmallbiz.com/2010/01/08/how-to-run-a-successful-facebook-fan-page/

CHALLENGES Poor internet connectivity prevented the project from achieving its goal of uploading the new website online. Additionally, it slowed down the operation of IRNs social media profiles, which would frequently fail to load properly. There were a number of scheduling and commitment conflicts with the National Coordinator and the website designer that led to the incompletion of certain sections of IRNs new site. The ability of the project administrator to build an online connections for IRN was limited by nationality as a non-Sierra Leonean, it was difficult for her to connect website and social media interactions with audience members who would be interested in following the network. The website designers software knowledge was limited such that the project could not find a way to include program podcasts or a live Twitter feed on the new website.

CONCLUSION
Though IRN struggled initially with getting its organization online in a meaningful and professional way, it now has a website and social media profile that reflects its values as a radio network and capacity-building enterprise. Over the summer, this project created a history of online footsteps for IRN to follow as it strives to achieve a future of online interaction with its audience and sponsors. This future is important not only in building trust and confidence during the election, but expanding the global and national scope of the network. The people of Sierra Leone form the foundation that IRN stands on, and the more IRN reaches out to them, the stronger this foundation becomes.