We all know that social media and TV News are getting increasingly intertwined. Many of us follow news anchors, producers, and network executives on Twitter and Facebook. But what we don’t see and know very little about is the infrastructure behind what the networks are doing in the social world.
With that in mind, and because I’m a nosy sort that likes mechanical stuff like this, I wanted to get behind the scenes and drill down below the usual superficial articles regarding cable news social media that we only infrequently get to read about. So, ICN corralled Steve Krakauer, Senior Digital Producer at CNN and the network’s point man on social media, to get a better sense of what his network does and wants to do with social media…
ICN: Would you briefly describe for ICN’s readers what your role is and how that translates into what CNN does with Social Media?
Krakauer: As senior digital producer for CNN U.S., my job is to represent the TV side online, through the web (CNN.com) and social media. I also run the @CNN Twitter account, which has more than 4.5 million followers.
ICN: How is social media structured at CNN? I know some shows have dedicated personnel attached to them for managing and implementing social media strategies. You yourself came to your new job from such a position at Piers Morgan Tonight. But it’s not clear to me, being on the outside, how the organizational structure functions, co-ordinates, and communicates.
Krakauer: As I’m sure it is at many companies, social media touches several aspects of the organization. When it comes to the editorial side of TV, I coordinate with the digital producers for CNN shows. All the shows have individual and unique digital strategies, which I help with, but also look out for the network as a whole and longterm projects like the election.