World Editors Forum 11: Session Community, Jim Brady

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World Editors Forum 11: Session Community, Jim Brady

  1. 1. 18th WORLD EDITORS FORUM Session: How to build a community around your publication Title: Building Community Around Journalism Speaker: Jim Brady Mark your calendar64th WORLD NEWSPAPER CONGRESS19th WORLD EDITORS FORUM Vienna, Reed Messe Wien www.wan-ifra.org/kiev2012
  2. 2. Building CommunityAround JournalismJim BradyEditor-in-Chief, Journal Register CompanyOctober 13, 2011
  3. 3. Community EngagementHow most news orgs view “engagement.”
  4. 4. Community EngagementHow news orgs should view engagement.
  5. 5. Why Engage?• Because news organizations always have… – Used experts as sources – Interviewed citizens for stories – Accepted tips from the community – Run photos & videos not taken by staffers – Run freelance pieces by citizens & experts
  6. 6. Why Engage?• In the new media ecosystem, you need readers a lot more than they need you – Collectively, the community knows a lot more about each subject area than you do – Consumers have a lot of choices & not a lot of time – They don’t need to come directly to you to access your content – Without committed readers, you have no business
  7. 7. Why Engage?• Because working with consumers produces better journalism – More sources of information – An ability to cover more beats – An ability to cover more physical real estate – An ability to directly tap experts in the areas you cover
  8. 8. Shallow EngagementCOMMENTSON ARTICLES• Almost always a one-way conversation.• Rarely involves the community in the creation of actual journalism.• The tone of discussions actually keeps many readers from engaging.
  9. 9. Shallow EngagementUSER PHOTOCONTESTS• Totally separate from any kind of actual journalism.• Usually just a cheap ploy for page views.• Allows editors to claim engagement efforts without really doing it.
  10. 10. Shallow EngagementSHARING TOOLS• Allows community to recirculate your journalism, but there’s no direct engagement.• Doesn’t create any kind of loyalty or deeper relationship.
  11. 11. What Is Deep Engagement?• Any direct interaction with a member of the community that deepens their relationship with your organization. That includes… – Spending real, physical time with the community – Training the community in ways it can help you – Using information gathered by the community in your core journalism – Accepting breaking news contributions from the community – Curating the work of community members – Using the community as a journalistic tool of scale – Understanding that the collective community is a powerful journalistic force
  12. 12. First Rule of EngagementEngaging meaningfully with your community means giving up control.
  13. 13. First Rule of EngagementEngaging meaningfully with your community means giving up control. You HAVE to accept that.
  14. 14. First Rule of EngagementEngaging meaningfully with your community means giving up control. You HAVE to accept that. If you don’t, don’t bother.
  15. 15. Register Citizen Newsroom Cafe • Audience invited to sit in on newsroom meeting, watch a live stream or participate in a live chat • Free public wi-fi access offered, as well as coffee and snacks
  16. 16. Community Media Labs • Among our papers, we’re now working with 1,024 local blogs.
  17. 17. SeeClickFix• In more than 25,000 cities and 8,000 neighborhoods• Has gathered more than 50,000 reports• SeeClickFix has relationships with local governments
  18. 18. TBD: Complete This Story• The audience can help you find out things you couldn’t• It’s a tacit admission media companies can’t – and don’t – know everything
  19. 19. TBD’s Community Network • More than 225 sites joined • We sold advertising for about 75 blogs • We linked to them aggressively, and put them in our geo-coded feeds to expose them to relevant audiences • Provided training sessions for network members on blogging, SEO, social media, etc. • We held public office hours to meet with readers.
  20. 20. Ushahidi: Japan Earthquake
  21. 21. Guardian: MP Expense Scandal
  22. 22. Public Reporting Network • 5,000 Reporting Network members • They’ve helped conducted spot checks on federal stimulus spending, unraveled loan modification stories, and tracked the oversight of a state nursing board, among other efforts
  23. 23. NPR Social Investigation
  24. 24. If You Do This Right…• If you apply these strategies successfully: – The community will view you as a partner, not a rival. That means: • They will send you tips, not your competitors • They will visit your site more often • They will link to you more from blogs & social media • They will tell their friends about you • In short, they will root for your success • You will be more relevant to your audience• More relevance =
  25. 25. If You Do This Right…• If you apply these strategies successfully: – The community will view you as a partner, not a rival. That means: • They will send you tips, not your competitors • They will visit your site more often • They will link to you more from blogs & social media • They will tell their friends about you • In short, they will root for your success • You will be more relevant to your audience• More relevance = more audience =
  26. 26. If You Do This Right…• If you apply these strategies successfully: – The community will view you as a partner, not a rival. That means: • They will send you tips, not your competitors • They will visit your site more often • They will link to you more from blogs & social media • They will tell their friends about you • In short, they will root for your success • You will be more relevant to your audience• More relevance = more audience = more revenue
  27. 27. If You Do This Right…• If you apply these strategies successfully: – The community will view you as a partner, not a rival. That means: • They will send you tips, not your competitors • They will visit your site more often • They will link to you more from blogs & social media • They will tell their friends about you • In short, they will root for your success • You will be more relevant to your audience• More relevance = more audience = more revenue = more journalists
  28. 28. If You Do This Right…• If you apply these strategies successfully: – The community will view you as a partner, not a rival. That means: • They will send you tips, not your competitors • They will visit your site more often • They will link to you more from blogs & social media • They will tell their friends about you • In short, they will root for your success • You will be more relevant to your audience• More relevance = more audience = more revenue = more journalists = better journalism
  29. 29. Thanks for Engaging

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