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Cognizant White Paper
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Newspapers and the Internet
2
While emerging technologies
may demand different
responses from publishers
in incorporating them into an
effective overall strategy,
the key is to emerge as a
community leader, and to add
value to the conversations
going on within that
community.
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Blogs
To fully engage
users into an online
community, newspapers
and other publishers
must allow users to
submit content
of all types.
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Chat
To effectively serve the
goal of online community
leadership in a way that
drives the newspaper’s
brand, blogs must be
incorporated into the main
website of the newspaper,
or, if they are hosted
on separate sites,
cross-promoted with the
legacy media brand.
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Creating new communities
Website search functions
should make sure that
entering the term
“Twitter”
leads to useful results, and
not just to stories that
include that term.
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Conclusion