Who are the best reporters on Twitter?

I was part of the judging panel put together by Press Gazette editor Dominic Ponsford to vote for the best UK reporters on Twitter and other social media. It was a really interesting exercise — the long list came from reader suggestions — and made me aware of a number of journalists I hadn’t followed before.

Among the was @AlexandraRucki, formerly with the Wandsworth Guardian and now an online journalist with the Evening Standard. She was beaten to the top spot by Peter Jukes, @peterjukes, who has done an excellent job covering the hacking trial.

Here’s the top 10:


1 Peter Jukes – @peterjukes – Author and journalist who has been live-tweeting from the hacking trial

2 Alexandra Rucki – @AlexandraRucki (formerly @WandsworthHack – Online journalist for the Evening Standard, formerly with the Wandsworth Guardian

3  Alex Thomson – @Alextomo – Chief correspondent and presenter Channel 4 News

4  Steve Hawkes – @Steve_Hawkes – Deputy political editor The Sun

5 Faisal Islam – @faisalislam – Economics editor Channel 4 News (joining Sky as politics editor)

6 Paul Waugh – @paulwaugh – Editor of Politics Home, editor in chief of Dods

7 Lucy Manning – @lucymanning – ITV News UK editor

8 Mark Stone – @Stone_SkyNews – Sky News Asia correspondent

9 Dave West – @Davewwest – Chief reporter Health Service Journal

10 Phil Mac Giolla Bhain – @Pmacgiollabhain – Journalist and writer living on the west  coast of Ireland


You can read the full list over on the Press Gazette site.

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Posted in Social media

Mastering Social Media Workshop at the Frontline Club, 23 May

I’m running my latest social media workshop at the Frontline Club on 23 May 2014. You can find full details on the Frontline site. Meanwhile, here’s a taster:


From understanding the basics of social media and their applications in journalism, to the fine art of online editing, this workshop is ideal for established and emerging journalists alike. It will also appeal to anyone in a communications role who truly wants to understand the power of social media.

The workshop will be divided into two parts:

How to Tweet: A social media primer

This session will teach journalists – in-house and freelance – and communications professionals how to raise their profile, extend their reach and understand how to integrate social media into their newsgathering, research and campaigning.

How to Blog . . . For reputation, profile and reach

In this session, Bernstein will explore the basics of blogging, the dos and don’ts, reveal who are the masters of the craft, and layout the editorial techniques – as well as the tactics and tools – you’ll need for success.


More information here.

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Posted in Social media, Training

How can media brands strengthen their relationship with their customers?

Last week I chaired this session at the Guardian’s Changing Media Summit. The contributions from all five panelists are worth revisiting but I was particularly struck by:

- Ashley Highfield, CEO Johnston Press, on engagement (“I don’t think we do engagement well enough”) [26:35 apprx]

- Natasha Christie-Miller, CEO Emap, on how they measure what she calls “customer joy” [12:45 apprx]; and

- Tim Hunt, marketing director, Guardian News and Media, on the lessons from the title’s Facebook app [34:40 apprx]

You can view the discussion here and in due course I’m going to put some thoughts together for the Guardian Media Network.


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Posted in Journalism, Magazines, Newspapers, Publishing models, Uncategorized

Upcoming Mastering Social Media workshops

I have two social media courses coming up during the first half of 2014. They are:

  1. Tuesday 25 February 2014 | Slack Communications |  London, E8 | More details
  2. Friday 23 May 2014 | Frontline Club | London, W2 | More details
Posted in Social media, Training

More #SocialMedia training

I’m running my next social media workshop on Tuesday 25 February. It will be in central London (venue TBC) and is being organised by the very excellent Slack Communications. You can find out more here and how to book here.

Here’s an extract from the blurb:

This one-day course aims to equip delegates with the skills needed to capitalise on the rise of social media. It’s for those who need to understand the power of social media and how to integrate it into their daily communications.

This course will include:

  • Brief history of social media
  • How social networks work and why they are so powerful
  • Stories demonstrating the effectiveness of social media from the non-profit and commercial sectors
  • Advice on which networks to use for what purposes
  • Managing and monitoring social media use
  • Developing a social media strategy
  • Essential do’s and don’ts

Who is this for?

Slack Communications believes that knowledge of social media needs to extend beyond communications staff and press teams. Consequently, our course is relevant to:

  • Those new to non-profit and SME communications
  • Experienced staff looking for a refresher
  • Staff who want to be able to understand/work better with their communications department
  • Staff on the front line or in the field who may be required to use social media

More here.

Posted in Social media, Training

So what is content marketing, anyway?

A few months ago I was asked to write something substantive about content marketing with particular attention to an emerging form, the brand newsroom.

Both were subjects I was aware of but by no means expert. So it proved an interesting research project. Interviews with those who had the marketing expertise and first-hand experience proved invaluable. They included:

  • Clare Francis, editor-in-chief of Moneysupermarket
  • Stephen Waddington, President of the CIPR and Ketchum’s Digital and Social media Director
  • Tony Hallett, former publishing director at CBS Interactive and now managing director of Collective Content (with whom I work on other projects)
  • Will Sturgeon, Executive Director of GolinHarris; and
  • Neville Hobson, Consultant and co-presenter of the For Immediate Release podcast

The piece — with tips on building newsrooms and editorial teams —  is now available to download from MyNewsDesk. Meanwhile, here’s a taster from the opening:

When the lights went out at the Super Bowl on 3 February 2013, a metaphorical light bulb went on above the head of one of the editorial marketers working for Nabisco, makers of the Oreo cookie. And in that moment, real-time content marketing went mainstream…

In perhaps the smartest example of “news jacking” to date, the cookie company combined quality creative with a killer line of copy: “You can still dunk in the dark.”  The process was agile, delivered at speed and proved highly effective – it resulted in thousands of Twitter retweets and Facebook shares while, in a perfect confluence of owned and earned, the story was picked up by dozens of media outlets in the days that followed.

Two things are often forgotten in the retelling of the Oreo story. First, the company had also paid for a conventional, multi-million dollar advertising slot to run during American sport’s richest event [2], hinting at a future where guerrilla marketing and conventional advertising will coexist.

Second, the company’s rapid response was only made possible by months of planning. The Super Bowl exemplar was part of a 100-day project, a product of production and meticulous preparation, of governance already in place, sign-off processes agreed and editorial practices honed in advance.

For anyone interested in the future of publishing, content marketing (in its many guises) is an important development. There are questions to be asked, for example, about how to maintain clear divisions between ‘church’ and ‘state’ when content appears on a publication’s website; about the integrity and value of that content in its own right; and what impact it will have on traditional advertising, PR and marketing.

In other words, it’s a trend journalists and publishers should understand, not ignore.

You can download The rise of the brand newsroom from here.


Posted in Content marketing, Digital strategy, Journalism, Publishing models

Mastering Social Media: 11 Good Reads

1. If a tweet worked once, send it again — and other lessons from The New York Times’ social media desk

2. How to set up multiple Twitter accounts on your iPhone

3. 36 Rules of Social Media (Infographic)

4. Four Social Media Blunders Every Company Makes (And How to Avoid Them)

5. The Beginner’s Guide to Google+

6. The Latest Social Media Gaffes: What Were They Thinking?

7. The Dos and Don’ts of Pitching Journalists on Social Media

8. Five LinkedIn Strategies you haven’t thought of

9. The Beginner’s Guide to the Hashtag

10. One Million Facebook Fans Prove Maersk Line’s Remarkable B2B Social Smarts

11. Top 3 Best and Worst Business Twitter Moments


If you found this useful, try:

Mastering social media: a reader; and
Mastering social media: another reader

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Posted in Social media
Jon Bernstein: I am a digital media consultant, writer and editor and this is my personal blog.

Previously, I was digital director / deputy editor at the New Statesman, the multimedia editor at Channel 4 News, launch editor of Channel 4 FactCheck, editor-in-chief at Directgov and editor-in-chief of silicon.com.

How to contact me>>

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