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  • clarehiler 7:02 pm on April 8, 2011 Permalink | Reply
    Tags: Accessing, Generating, interaction, , ,   

    Check out the Six Verbs You Need to Understand for the New Web

    /via http://www.spinsucks.com/social-media/six-verbs-you-need-to-understand-for-the-new-web/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:%20spinsucks/feed%20(Spin%20Sucks)

    1. Screening. Twenty or so years ago, the prediction would be that the web would be like TV with a gazillion channels. But it turns out “they” were wrong. The “screens in our lives are taking the web everywhere, to the screen in Starbucks, smartphones, tablets, the living room, the workplace, etc.” He predicts that one screen could rule us all and whomever invents it was be really, really wealthy.

    2. Interacting. Remember when you saw the Minority Report and thought it was impossible that you’d ever be able to manipulate images on a computer like Tom Cruise did in that movie? Well, it’s here! Kind of. Kelly refers to the way we interact with content and how the web responds by adapting to our behavior. Now it’s possible for app developers to adapt their products and solutions to our emotions and our individual needs.

    3. Sharing. Everything that can be shared, will be shared and Kelly thinks we’re at the very infant stages of this movement as demonstrated by Twitter, Facebook, and Foursquare (ah ha! There are those words). This won’t come as a surprise to those of you who use the social web every day, but sharing is going to continue enhancing the value of whatever it is we do decide to share. Meaning, if I check into Starbucks every day and I become the Mayor (oh wait! I already am), the information I’m sharing, from what time I check in to what I buy, is sent to Starbucks and they begin to target me specifically when they have a sale on lattes. We’ll get even more savvy about what we share and how we share it in order to help the companies that we do business with to customize our experience.

    4. Flowing. I think Kelly uses flowing instead of streaming, which most of us are familiar with (he’s just trying to be fancy, I guess). “Streams are everywhere now, on all of those screens in the screening trend. We can watch movies, listen to music, play games, and participate in conversations by tapping into these streams on the web.”

    5. Accessing. We used to own everything. It still kills me that we bought a server (for A LOT of money) five years ago and it’s already obsolete. Now, as long as we can instantly access what we need, we don’t care if we own it. That goes for files, games, movies, books, etc. Kelly says, “If you can access your collection from anywhere by logging into the cloud, you won’t need to own it. All of the music on the planet can now fit on one six-terabyte hard disk drive in a computer you can buy for $585. But there is no reason to carry it around.”

    6. Generating. This last one is something we’re thinking a lot about as we get ready for the full launch of Spin Sucks Pro (aka Project Jack Bauer) in less than a month. Anything digital that can be copied, will be copied. We can’t prevent it. Sure, we can put in things to monitor how our information is being distributed, but we really can’t prevent people from copying illegally. So what you really need to is what we’re doing: Focus on giving users the opportunity to generate their own content so it’s personalized and customized. Paul Sutton asked me a few weeks ago where I thought content development and delivery was going and I told him we watch the music industry pretty closely. That industry has seen a complete wipe-out because of digital piracy, but musicians now can charge more for concerts, and have them more more often and in smaller venues, because that experience can’t be replicated or stolen as easily.

  • clarehiler 6:17 pm on April 5, 2011 Permalink | Reply
    Tags: , , interaction,   

    We talk a lot about community and interaction here. Today I found an article detailing the 7 truths about online influence. Online influence is a measurement of how your interaction shape your followers. This could be very important to newsrooms. how you create your online communities will shape how your member will follow you, and how dependent they will be on you. Check out the list below, and the full article here: http://www.socialfish.org/2011/04/7-truths-about-online-influence.html

    1. Influence has to do with relationships between people – both online and offline. I may be considered an influencer in the association space, but it’s NOT because I have 7k followers on Twitter. It’s because my friends include many other people who have blogs and followers of their own, as well as people who aren’t much online at all but are engaged in the association community in real life. And by friends, I mean REAL friends. People that would share or click on something if I asked them to. Who would participate in a particular conversation if I requested their input. If you’re an active participant in your community, immersed in listening and responding and building relationships on a daily basis, you will already know who is connected to whom just through your regular interactions with people.

    2. There’s no such thing as influence without context. Remember this? It didn’t matter how much I asked for help, I didn’t give my ask enough context to get people to care about it. It’s like when you stick something in both the “strength” and “weakness” boxes in a SWOT exercise – it’s rendered totally meaningless without context. If you want to give people a reason to act on something for you, you need to explain why it matters – to you, to them, and why now.

    3. Influence is a temporary and continuously fluctuating state of being for any individual. Someone’s ability to drive action online, say on Twitter, might fluctuate depending on what time of day it is, what other stuff is going on in their world (or globally), what other things are being shared at that particular time. This might give you a headache, but, again, if you’re living and breathing your community you’ll know when to ask for your influencers to help you and when not to. (Obvious example: asking for tweets in the run up to your Annual Meeting = good. Asking for tweets on the couple of days when everyone just got home and is digging out at the office = bad.)

    4. Bribery and perks may work temporarily, but it doesn’t build relationships that lead to future impact. I’ve pointed to this great post by Rich Becker before – “If you really want to distinguish true influencers from the rest, they are generally people who are unencumbered by the banner of influence currently embraced by social media. They tend to focus on something else in entirety, such as imagination, creativity, innovation, and truth. You can’t buy their love. You can’t ingratiate them with praise. You can’t inflate their egos. They don’t care what you think.” They don’t care what you think, but they do care about providing value to their networks and their community and their friends. Is what you’re asking them to do something that will help them provide value?

    5. If you must take into account follower numbers, ignore any that fall outside whatever the magic middle is for your community. Basically, people with huge followings (and people with tiny followings) will not help your cause. The ones who might help you are those who already care about what you’re doing and who are connected to a small to medium sized core group of other people who might actually listen to them when they share your stuff.

    6. The only Twitter metric that matters (to me) for measuring influence… is Lists. If you’re looking for influencers among your Twitter followers and you’re scanning random profiles, you’re probably already discounting those that have weird follower/following ratios, no avatar or no bio description, that broadcast only, that have no @replies or retweets or other signs of being engaged with others, etc. So the absolute key marker, in my opinion, of someone in the magic middle who might have some influence, is what lists they are on. (Note I did NOT say the “number of lists” – the magic middle works here too.) Lists are created by other people about someone, and can be anything from fun to personal to business-related to automated. I recommend looking at the full range of lists someone is on, which should include some in each of those four categories. I was going to deconstruct some poor unknowing stranger’s lists but instead here are the lists I am on as illustration. This is an instant snapshot of a whole bunch of people who took the extra time to add my profile to a list. Check out the descriptions of those lists. Clicking through Twitter lists can also point you to other people who might potentially be influencers for a particular issue, remembering of course that context trumps everything.

    7. You must nurture your community before you need it. You have to be in it to win it. You have to build up the trust among those in your community that you will not spam them with asks, that you’ll respect their time, that you’ll figure out what value there is, not just for them personally, but for the people who follow them, in what you’re asking them to share or promote. Don’t use people for their potential influence or impact. Don’t “over-ask”, either. And definitely, absolutely return the favor.

  • clarehiler 4:43 pm on March 20, 2011 Permalink | Reply
    Tags: Building Relationships, , interaction, Providing Value   

    Today I was looking at this article http://bit.ly/gJOhdx – the article discusses why you should not only promote yourself on Twitter. But what stuck out to me what their key words:


    These key words really exemplify what people should be doing via Twitter.

  • clarehiler 6:33 pm on March 17, 2011 Permalink | Reply
    Tags: active fans, , , interaction, , ,   

    A new Mashable article looks at the top… 

    A new Mashable article looks at the top engaged Facebook pages. Justin Bieber, Texas Hold’em Poker, Manchester United… just to name a few.

    Not mentioned on the list? A single news organization.

    What aren’t news organizations competitive on this list? Shouldn’t we as news organizations and journalists attempt interaction regularly, and take social media more seriously? Or, do journalists feel as if social media isn’t as important as gathering the news?

    Let us know!

  • clarehiler 7:43 pm on March 15, 2011 Permalink | Reply
    Tags: Doreen Marchionni, Humanize, interaction,   

    7 Steps To Building Trust And Credibility With An Online Audience 

    A new article from Poynter identifies the 7 Steps To Building Trust And Credibility With An Online Audience. The secret? Interact online and be human.

    Here are 7 steps identified by Doreen Marchionni.

    Use the tools of the Internet to commit journalism.

    Reporters need to be on Facebook, Twitter and other social networks. Taking simple steps such as crowdsourcing story ideas or encouraging feedback increases a reporter’s credibility with a digital audience, Marchionni found in her research.

    And, having a Twitter account that mixes appropriate personal messages along with work-related tweets can let the audience see the “person behind the news,” which also builds trust.

    “This is a very uncomfortable idea for mainstream journalists,” she said. But it is a critical element in reader engagement online.

    Provide online bio pages with photos.

    Many news websites have inadequate “contact us” pages, and Marchionni suggests that staff directories should be improved to include both photos and short biographical sketches.

    Providing photos, as columnists often do, allows readers to measure their “perceived similarity” to a journalist. This analysis includes both intellectual viewpoints on a topic as well as demographic factors. Audiences subconsciously use this information to judge the news they receive.

    Marchionni said that in her studies, this factor was the most influential in determining the trust and credibility readers attributed to a news source.

    Readers, she said, “perceive news in which they can sense the person behind the news as highly credible and highly expert.”

    Produce reporter-focused short videos.

    Similarly, journalists need to present themselves in videos on their websites. Even more than a still photo, video communicates to an audience that a reporter is a real person, not a “data spewing automaton,” Marchionni said.

    In her studies she refers to this as having a “social presence” and it is another key to building trust with readers.

    Marchionni reports past studies have shown TV news surpasses print in credibility ratings due to TV journalists appearing more human by virtue of their media.

    “If news people want to sustain and build credibility with audiences, especially in the multi-platform world of news websites,” she said,  “they need to put themselves out there in videos.”

    Look to columnists and the Sports Department for cues.

    Columnists, often take a conversational tone, use fact-based analysis and portray a strong public persona. This approach provides  a roadmap for other reporters to look to, Marchionni said.

    She is not suggesting opinion-based reporting, but rather bringing more voice and perspective to typical news writing. According to her findings, a news column is very similar to the narrative style that engages online readers.

    Marchionni also suggests looking to sports departments as role models of reader engagement. They are “are often at the vanguard for innovation in newsrooms and they never get credit for it,” she said.

    Due to the rabid fan bases involved, Marchionni says sports reporters have been thrown into contact with readers more than other news reporters are. As a result, they have been ahead of the curve in learning to “navigate relationships with audiences.”

    Marchionni highlights the efforts of reporters such as ESPN’s Mike Sando, who she worked with at The (Tacoma) News Tribune. Sando covers the National Football League’s NFC West division and blogs prolifically on the topic, including using short video segments to answer reader questions.

    Bring audiences into the process.

    Twitter, Facebook, Tumblr and other online networks can be used to reach out to readers for story ideas and sourcing. But, Marchionni also points to the example set by Minnesota Public Radio with its Public Insight Journalism (PIJ) initiative.

    The PIJ website allows listeners to fill out a biography that highlights their individual areas of expertise. Members of the group are then available as sources to be contacted by the network’s reporters. The site reports more than 99,000 people have registered to be part of the project.

    Don’t forget to close the loop.

    When a newsroom does engage with readers, and invites early participation in the newsgathering process, Marchionni says it is important to publicly note that interaction.

    “You must tell audiences that you did it,” she said, and that you will continue to gather information via those digital networks.

    In her studies, Marchionni said she put an editor’s note at the top of stories that were crowdsourced, explaining how that process worked. And she recommends including the appropriate attribution – “contacted though Twitter” – within the text of the story as well.

    She found that readers respond very positively to that audience involvement and transparency of process.

    Balance formal and informal tones carefully.

    Readers are accepting of a more informal, friendly tone in online writing, but it is a fine line to walk.

    Marchionni found that humor, even snark, can be well regarded by digital audiences when applied appropriately. That helps enhance a sense that a “real person” is behind the news.

    However, being too informal or conversational in a more serious story leads readers to question the authority and expertise of the journalist.

    “You still want to maintain some level of authority and formality,” she said. Audiences can be very sensitive to that.

    She points to the Seattle Times weather blog, led by Jack Bloom, as an example of how to strike that balance. A recent brief with the forecast was lead with:

    “The forecast is plain: We’ll get rain and then rain.”

    But, a story predicting potentially damaging winds followed standard AP style more closely:

    “The Puget Sound area could be battered by gusts of up to 50 mph, and sustained winds of 20 to 30 mph, in a storm expected to hit the area Thursday afternoon, creating the potential for widespread power outages.”

    Marchionni believes that as reporters take on publishing responsibilities, via Twitter or on the Web, it is crucial they appreciate this balance and learn to correctly target their style of writing appropriately.

    She said the best reporters will pick it up it quickly, but, “they are going to have to learn how to be extraordinarily nuanced self-editors.”

    What do you think of the 7 steps? Would they work in your newsroom?

  • clarehiler 2:55 am on March 15, 2011 Permalink | Reply
    Tags: Event Planning, , interaction, , , Relationships   

    Here are some helpful links from the folks… 

    Here are some helpful links from the folks at Mashable. Event planning through social media is a great way to interact with your audience, while advancing their relationship with your newsroom.


  • clarehiler 4:30 am on March 14, 2011 Permalink | Reply
    Tags: , interaction, Washington Post,   

    The Washington Post’s website has been redesigned. Check it out here: http://wapo.st/hpNEXu

    Here is the announcement:
    The Washington Post is now even more essential and more in tune with the way you interact with the news.
    Get to the content you want faster. Follow stories as they develop and share your ideas as they evolve. Watch events unfold with expanded video content. Know what’s getting the most buzz and what’s really happening in the D.C. area. Take the tour of our bold, enhanced reader experience—where every change has enriched usability, imagery and engagement.

    What stood out to me were some key words: essential, interact, faster, share, buzz, experience, and engagement.

    Could this be yet another major news operation moving toward better interaction and engagement?

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