New Media Training

 There is a lot of discussion about the impact of social media on journalism and what role it could/should play in ‘real’ journalism. Those of us who are teaching media in the midst of this revolution are thinking and talking a lot about how and what to teach while riding this often precarious wave. TED Talks, one of the best resources for exploring all kinds of important, timely topics, offers a wide range of thoughtful lectures examining all sides of social media in their series “Media with Meaning.” In his talk, ‘How Social Media Can Make History,” Clay Shirky argues:  

“While news from Iran streams to the world, Clay Shirky shows how Facebook, Twitter and TXTs help citizens in repressive regimes to report on real news, bypassing censors (however briefly). The end of top-down control of news is changing the nature of politics.”

Clay Shirky: How Social Media Can Make History

In his talk, “When Social Media Became News,” James Surowiecki argues the 2005 tsunami transformed social media forever. Check it out:


Again, Deb Wenger from Advancing the Story gives us a terrific post to learn from:

Long-form video storytelling

Posted on January 4th, 2010 by Deb Wenger

When we used to talk about the advantages of the Web, we often mentioned the “bottomless newshole” – the ability to post more and longer stories online.

We’ve learned a lot since then, most notably that the quality of the content definitely matters.  Still, the fact is, there’s more space for long-form video online than in most TV newscasts.

FarrellphotoMichael Farrell is a photographer and producer for the Nebraska ETV Network.   Speaking to a group of Ole Miss journalism students about crafting documentaries, he offered advice that seems relevant to anyone who wants to tell compelling stories.

When choosing the people to include in a story, Farrell says the tendency is to interview the first person who will talk to you.  Instead, he urges storytellers to find the right person.

Hey NMC 301 students:

Check out these sit for “personal branding…” It only sounds painful.
Setting up an online portfolio:

Getting Your Brand ON: Self-Promotion 101

Writing the Web

guest post by Tamar Weinberg Social media marketing takes many different forms. In one of its most basic executions, building brand awareness through social media communities and maintaining a presence in the more dominant social networks brings forth happier customers and translates into sales. …

Bookmark and Share is one of the best resources a multimedia/new media/any media person can access. The site offers endless practical lessons, tips, heads-up etc…in all things media. In this post, Deb Wenger offers a new twist in the old  ‘year in review’ piece by aggregating (used to be called ‘compiling’) a list of the ‘most trafficked posts’ for their blog of the year. The list is great because a) it’s a great list of must-reads; and b) it offers insight into the transformation/revolution heaving through media (used to be called ‘journalism.’)

What journalists wanted to know in 2009

Posted on December 31st, 2009 by Deb Wenger

OK, I may be taking a little poetic license with the headline, but I thought while every news organization in the country was doing “year in review” stories, Advancing the Story should, too.  So, in case you missed any of them, here are the most trafficked posts for our blog this year.

USC Marshall School of Business to Offer Professional Certificate for New Media Management

August 17, 2009 – LOS ANGELES, CA — University of Southern California Marshall School of Business Executive Education today announced that it will be offering a new professional certificate program– “Certificate of New Media Management” – for participants of its highly-successful New Media Management programs.

The New Media Management programs—jointly offered by USC Marshall and Really Useful Information (RUI)– is a series of three in-depth online courses: Digital Media and Technology Management, Media and Entertainment Leadership, and Branding and Integrated Marketing. The full series gives media and entertainment executives comprehensive education that helps them more effectively leverage new media technologies to build or enhance the profitability of their businesses.

Hallmarks of the USC/RUI approach are

* Convenient 24/7 online access. USC/RUI courses are offered exclusively online, allowing busy execs to attend courses at their convenience at any time anywhere.

* Industry-seasoned subject matter experts. USC/RUI courses are taught by leading University professors partnered with working industry subject matter experts, bringing the best possible synthesis of established “best practices” with first-hand industry experience

* Safe collaborative environment. USC/RUI creates a safe learning environment where executives can feel free to discuss their issues and collaborate with teachers and fellow students to solve problems.

* Actionable information. USC/RUI courses provide information and connections that allow students to immediately begin implementing their knowledge in the workplace.

* Intra-industry networking. USC/RUI continue to promote professional development through ongoing events (online and offline) that foster a strong sense of community and support between instructors, students and members of the entertainment industry.

“The Digital Media and Technology Program provided a full-breadth understanding of the digital media landscape. The course leaders were deeply knowledgeable, sharing their real-world experience of failures and successes. It is already helping me in my current role,” said Jessica Hill, Ascent Media.

Those interested in signing up for USC/RUI courses can visit:


Based in Los Angeles at the University of Southern California, at the crossroads of the Pacific Rim, the USC Marshall School is the best place to learn the art and science of business. The school’s programs serve nearly 5,000 undergraduate, graduate, professional and executive-education students, who attend classes in facilities at the main Los Angeles campus, as well as satellite facilities in Irvine and San Diego. USC Marshall also operates a Global MBA program in conjunction with Jiao Tong University in Shanghai, China.


Really Useful Information (RUI) is the leading provider of professional education and development for entertainment and media industry executives. Its vanguard face-to-face and online programs – Digital Media and Technology Management, Branding and Integrated Marketing and Media and Entertainment Leadership – are produced in conjunction with USC’s Marshall School of Business. Headquartered in Los Angeles, the company can be found at

Max Benesi
tel. 1-213-596-6253 x 721
fax 1 415 358 9807


Below is a response I wrote to a student’s blog post questioning the validity of Twitter (a question I believe is crucial!!) Her sense was, what’s the big deal?

In trying to explain the big deal, I tried below to engage her in the larger question of being open to all of the new media technocrapology flying at us. We have to know it exists, learn how to use it, find out its role in industry, decide if it does anything for is in our personal/professional lives, and once we’ve figured that all out, either use it or chuck it. Then get back up and wait for the Next New Thing to whiz by us and start all over again. That’s just the deal, and part of the fun. If it’s not fun – or funnISH, well, that’s another challenge. “This seems stupid” lets us off the hook in a way that I want my students to push through. Even if it is stupid.

Your critical eye and suspicion about new media technologies is a good instinct…I have it too. I think it’s important to strike a balance between being critical and being curious.

If all the big shots are using Twitter, and it is having an impact on global disasters, it’s something we must at least know about. That’s the deal with new media. Stuff erupts, you must become familiar enough with it to decide whether or not it works for your life…but you still have to know what it is, what it does, and why folks love/hate it. Especially if you want to be a broadcaster, your future will be full of these kinds of technologies. You’ll need to be open to the stupidest of them, and then decide for yourself what the possibilities might be.

I present this stuff as it comes at us. Don’t mistake me educating you with me trying to convince you of something’s worth. The worth is in the exploration and information.

Okay, so obviously I really liked that blog post because it engaged me, forced me to think and apparently required me to respond in detail. THAT’s a great post! I’d like to see you pushing yourself more to write more and really use the blog to the fullest potential you can.

Your career goals require you to be an expert in all of the forms I’m presenting, so if that’s what you’re wanting, take full advantage of the class to get yourself in a marketable, educated position for hiring. I’m so glad the Globe photo spread made an impression on you. As I keep saying, the most powerful way I can teach you all of this is to share examples and people who are doing great work. Describing a great photo essay to you is, well, not anywhere near as useful as having you explore and engage with one on your own. Okay, so push harder – in class, in your blog.

A student of mine is writing a story about Twitter on campus for another class. I thought his questions — and hopefully my answers — were worth a blog post:

1) What’s your official title at Oregon State University? What name would you like to be referred by in the article? What’s your age? Finally, how long have you been teaching?

ANSWER: I’m an Instructor in NMC at OSU. Pamela Cytrynbaum. Second reference is always “Cytrynbaum.” I’m 43. I’ve been teaching in one form or another for 12 years.

Now onto our subject.

2) Do you think Twitter is widely used by students on campus? Have you encountered Twitter in any of your classrooms (as an interruption or distraction, perhaps)?

ANSWER: No, I don’t see much use of Twitter on campus at all. In fact, I’ve been surprised at how few students have even heard of it when I raise the question in all of my classes. Very few of my my students — most of whom are new media students — use it. I require my NMC 301 (Writing for the Media Professional) students to learn it and do one assignment where they Twitter an event. It’s important for them to know what it is and how to use it. Once that’s done, it’s up to them to continue or not. Some do.

I think it seems useless to many students. They’ve got texts and Facebook messages coming in…what do they need this shortened social networking tool for? Far fewer students seem to continue on with Twitter after learning it in class than with blogging. I have many students who blog for the first time in my class and then get hooked and build their blogs and keep them going. They see the value in that. I’m not sure Twitter offers enough payoff for the effort. For me, I’ve had lots of fun with it. I use it as storage for all kinds of links I want to keep for classes, to connect with organizations, media outlets, friends, writers, to keep up with their lives and work. I don’t follow anybody who uses Twitter to proclaim an ingrown toenail. I’m looking for actual information.

I’m a working, writing mom. I don’t have one second in the day to waste on that.

3) Do you think Twitter has any potential as a teaching aid? In your opinion, should teachers or campus officials use Twitter to spread information to students?

ANSWER: I can’t speak for any other teachers or tell them what to do. I know from being a Twitter Follower of the Chronicle of Higher Education (and a regular reader) that there are lots of professors arguing for and against the use of Twitter. One story I read was by someone advocating the use of Twitter DURING classes and conference lectures as a way to INCREASE engagement.

Personally, I’d lose my mind juggling that. I’d rather have somebody comment in person so I can see them, hear them, respond one human being to another. But this person argued strongly that for them, Twittering deeply enriched the teaching experience. It’s important to take it seriously, though, and not just ignore or disregard Twitter. There are plenty of stories and surveys that have found Twitter is the top social networking medium for helping people get immediate information on natural disasters, like the Indonesian Tsunami. But, as we’ve seen just yesterday in the news about the swine flu issue, it’s also a mechanism for spreading false or overly-hyped information that can be deeply concerning. Either way, it’s here, and the larger plugged-in world is taking advantage of this technology. We need to check it out for ourselves and make our own choices.


Next Page »