How to Foster News Conversations
(NOTE: I'm cross-posting this from Poynter's E-Media Tidbits, another blog that I edit.)
Today in Editor & Publisher online, Steve Outing (former E-Media Tidbits editor and current contributor to e-Media Tidbits) just published an excellent article: How to Make Your Web Site More Conversational.
This is a must-read piece. Outing outlines several specific tips and strategies for fostering constructive, vibrant online conversations about the news. (Disclosure: I'm quoted in this article, but that's not why I'm recommending it. Steve really did a great job with this one.)
Why bother fostering online conversations about the news? Outing indicates that doing so is no longer a luxury: "The Internet enables the conversation, and 21st-century news consumers are becoming used to the idea that their voices now can be spread far and wide -- just like the voices of professional journalists."
To that I'd add: Failing to deliver what your audience or community has come to commonly expect is always bad for business.
In my opinion, the main reason why news organizations should foster strong online conversations boils down to money...
Having a loyal, engaged audience is the foundation of almost every aspect of most news organizations' business model. Few things cement relationships of any kind, but especially with audiences and markets, like strong, mutual communication. Encouraging conversation -- and leveraging those conversations to enhance news offerings -- demonstrates that your audience is valued not merely as a market, but as a resource.
Although only a minority of your audience is likely to engage in online conversations with you at any given time, everyone will notice that you're open to conversation and making the most of it. This is true even of your print or broadcast audience, if you make sure to clue them in about the best aspects of your online conversations and invite them to join in.
All of this enhances reputation, which also helps build brand and audience loyalty. And really, what do news organizations ultimately have to offer but their reputation?
What are your thoughts on, or experiences with, fostering online conversations around the news or news organizations? How has this affected your business? Please comment below.
It's long been my ambition to build "virtual communities" around news Web sites.
In Ventura, when we did a quick kludge to add comments to stories, we quickly learned that we needed to tie the comments to real data registrations. While this helped improve the level of communication, user interaction needs to be much richer.
I'm an advocate of turning registration into profiles, and linking comments to those profiles, where users can learn more about each other and see previous comments. I think this helps foster accountability and community.
Some form of abuse reporting is also needed.
Now, to go read Outing's column.
BTW: I added you to my blog roll.
Posted by: Howard Owens | June 27, 2006 at 09:13 PM
Technorati.com's who's blogging service gives bloggers a way to comment on traditional media websites without losing their ability to personally publish.
The service puts Technorati.com a step ahead in the race with other RSS feed search engines.
Featured on the Washington Post, Salon.com, Newsweek, and The Nation.
Technorati.com's Who's blogging service launched in the 4th quarter of 2005.
I think this service will help to propel conversations.
Posted by: john cass | June 28, 2006 at 10:21 AM