Newsrooms constantly need to think about how to engage with social audiences, considering Facebook-owned platforms account for around 57 per cent of weekly news consumption.
Speaking from a lecture at the University of Oregon, Mandy Jenkins, general manager for local news initiative The Compass Experiment, advised how journalists can make the most of social media platforms to engage with their readers.
Damian Radcliffe, professor of journalism and Destiny Alvarez journalism graduate, both from the University of Oregon, shared seven takeaways from the talk on the European Journalism Observatory.
Jenkins advised journalists to break out of the industry bubble and follow everyday users instead of their peers.
"It's really easy to get stuck in a bubble on social media. Interact with real people and stop trying to impress other reporters," said Jenkins.
Discover what makes people click and share, as well as when, where and what to post on social media in our 'Social media content strategies' course by former BBC journalist Sue Llewellyn. Book your place here.