Engaging Community Newspaper Readers

Joy Mayer@mayerjoy

mayerj@missouri.edu

What is “social media”

@mayerjoymayerj@missouri.edu

Before we start, let’s clear some things up.

1. Social media is not really about technology.

2. We can’t blame

technology for a lack of social

media.

3. Social media is not a

kind aof content.

4. Social media is not

always useful.

5. Social media is not a magic bullet

for revenue …

… but it will bring you readers’

attention and loyalty.

How can we design media to be social?

http://joymayer.com/2012/04/07/wheres-the-mouse-my-favorite-shirkyism/

“Here’s something four-year-olds know: a screen without a mouse is missing something. Here’s something else they know: media that’s targeted at you but doesn’t include you may not be worth sitting still for. … They will just assume that media includes the possibilities of consuming, producing, and sharing side by side, and that those possibilities are open to everyone. How else would you do it?”

— Clay Shirky, Cognitive Surplus

Where’s the mouse?

Consume. Produce. Share.

“Mutualisation” at The Guardian

= a constant invitation

Model from @MegPickard

So where do we start?

Repeat after me:

It depends.

What do you do well? How does that translate

to digital?

Who is your community?

Your audience?

rjionline.org/news/community-engagement

Our core audience feels a connection

with us.

We actively reach beyond

our core audience.

Users feel invited to help

shape our agenda.

We alter what we cover, and how, based on what readers respond to.

We amplify voices besides

our own.

Our content reaches the

audience where, when and how

it’s most useful.

There are many ways readers can act on,

share and react to our content.

How do you measure success?