journalism next: chapter 10: managing news as conversation cindy royal, ph.d assistant professor...
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Journalism Next:Chapter 10: Managing News as Conversation
Cindy Royal, Ph.D
Assistant Professor
Texas State University
School of Journalism and Mass Communication
www.cindyroyal.com
www.onthatnote.com
tech.cindyroyal.net
twitter.com/cindyroyal
facebook.com/cindyroyal
News as Conversation
• Challenge in how to manage and leverage the conversation
• Information wants to be analyzed, shared, synthesized, curated, aggregated, commented on and distributed
• How do journalists participate in the conversation?• What ethical/legal issues?• How do you encourage participation?
Comments
• Journalists not always keen on comments• Better tech, newsrooms accepting
more responsibility, commenters expecting more from each other• Social Web is encouraging interaction
Benefits• Provide transparency on reporting process• Enable an immediate feedback loop• Spread awareness of news converge through word-
of-mouth marketing• Go where audience is, participate where they
participate• Familiarity with tools is important• Make news participatory - link, contribution includes
photos, videos, event listings, etc.• 1-10-100 rule• 1% create content, 10% may comment, 100%
benefit• Doesn't necessarily cost money, but time,
commitment, energy and resources
Tasks
• Evangelizing the brand• Soliciting content and community participation• Moderating comments, blogs, user submissions• Solving user problems with Web tools• Staffing booths at weekend events• Running contests• Informing community establishments about
advertising opportunities