The Guardian is becoming quite a force in journalism and a truly social media organisation, they have broken down their approach in five simple steps which any organization can use to become social.
1. Commission, write, edit, and curate with the web in mind.
2. Anticipate and plan for likely interaction. Is this a conversation? How would you like people to respond? Sometimes you need to invite particular kinds of contribution. If you think your content has the potential to get heated, tell the moderators in advance and keep an eye on it yourself.
3. Participate and encourage participation. Keep an eye on conversations you start and get involved where relevant and possible. Invite particular perspectives and tease out interesting kernels into new ideas and conversations.
4. Recognize and reward quality contributions. Give attention and praise to things that are constructive or interesting. Don’t reward negative behaviour with attention.
5. Keep it up! Try and build some digital engagement activity into your daily routine, even if it’s just running Twitter in the background and reading/responding to comments once in a while.
The complete interview with Meg Pichard, Head of Digital Engagement can be found at Google's Think Quarterly.
The following is a detailed interview with Alan Rusbridger, Guardian's Editor, who talks about how the newspaper changed course four years ago and become a digital organization, including working round the clock, not sticking to old business models, being open, aggregating, linking and becoming part of the web instead of just being on the web. (Skip to 18:50 to read about Guardian's approach)
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