News Leadership 3.0

May 14, 2009

Social media: Tapping people and tools

JD Lascia explores how news organizations are using social media to engage people in sharing and conversation

JD Lasica’s Webinar, “Engaging Users with News” was rich with examples of news organizations doing just that. I recommend you take a look at the entire NewsU replay ($24.95). A pdf of his slides is available free of charge.
The Webinar on Tuesday, sponsored by Knight Digital Media Center and News University, underscored several points that bear repeating:
- Free Web tools and services are available in abundance. Whether it’s Seismic for video, Flickr for photo aggregation, or Ning for an instant social network, cost is no longer a barrier to adopting social tools.
- People do want to share. JD’s examples of a map mashup featuring photos of the Minneapolis bridge collapse and NewWest’s photo sharing group on Flickr underscored that point. Also, NPR’s Hurricane Information Center that relied on volunteers during Hurricane Gustav (and used Ning to create the network).
- Local experts are more than sources. Linking experts and users directly is a valuable service a news platform can provide. One example: Linking to the blog of a wildfire expert. -
- Social media is all about sharing and conversation. A news organization can be a community platform for that.
- Social media is a job for everyone in the newsroom, from the top editor on down. I am convinced that the only way to fully appreciate the power of social media is by using it. Even if you don’t like a specific tool or service, figure out how others are using it and way. Use that information to inform your online media strategy.
As Lasica said: “We’re not talking about a social media beat. It’s really got to be ingrained into the newsroom culture that everyone now is part of this greater social media ecosystem and you’ve to go find ways to get hooks into these networks.”

Comments

Whether itís Seismic for video, Flickr for photo aggregation, or Ning for an instant social network, cost is no longer a barrier to adopting social tool
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Exploring innovation, transformation and leadership in a new ecosystem of news, by journalist and change advocate Michele McLellan.

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