• Thomas E. Mitchell, Jr.

“A Journalist as a Fly on the Wall”--TCM managing partner develops method of reporting news using Tw

(Image Source: The Next Web, 12.5.10 article by Niall Harb)

With the advent of social media, news and information is no longer relegated to traditional media methods. Given the short attention span that has become a societal norm, news and information must be quick and concise. Additionally, there must be a high level of integrity to debunk fake news.

Clarene Mitchell, Managing Partner of TCM Communications, has devised a technique to report news and other information. It’s powered by her many years as a print journalist, being a news junkie and her expertise with social media. You can call it Sound-bite Journalism, in which she creates real-time soundbites on Twitter based on the comments news makers and journalist make on various cable news shows. Her top news show are NewsOne Now on TV One and all the options on MSNBC.

Clarene has a great ear for pulling out quotes that will resonate with a mass audience. She accurately captures and pushes out quotes others would hear, but not be able to readily recite. This distinctive method of Sound-bite Journalism is of value because it extends the conversations beyond the limited moments when the quote is uttered. What would otherwise be a brief life-span, the quote is, instead, given a prolonged shelf-life. The Twitter engagement can last for days, weeks or even months. The appropriate use of hashtags generate more engagement as well.

“When the person I quote retweets my soundbites, it confirms I’m accurately recapping what they said,” Clarene explained. “As a journalist who thrives on facts and accuracy, their thumbs-up to my tweets is an endorsement of my skills.” Clarene has an uncanny ability to zero-in on what’s being said by a particular newsmaker. There have been occasions when individuals who were personally impacted by the news stories she covered, thanked her for bringing more attention to the issues.

When the author of the quote retweets Clarene’s soundbite, the magic happens! The quote lands on their Twitter wall for their followers to see. They, in turn, ‘retweet,’ ‘like’ or ‘reply,’ which builds a high level of Impressions. That’s the magic, because on social media, numbers matter. So what could have been a brief appearance on a news show for a newsmaker makes them and their quote a hot topic on Twitter.

Here’s some examples of Clarene’s real-time soundbites. As you can see, each of these tweets generated a significant amount of engagement.

The social media method Clarene uses can be applied to radio shows, press conferences, political meetings and general events. She compares it to being a fly on the wall, providing an accurate, objective journalistic perspective that positively reflects what’s happening within the moment. This technique provides added value to events because it takes them beyond four walls and creates online energy.

These real-time soundbites is a TCM Communications service. We welcome an opportunity to help you tell your stories in this manner. Contact us today at

#socialmedia #Twitter #News #Journalism #soundbites



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