Today’s newspapers are at a crossroads as they struggle to grasp the concepts and best practices surrounding new media. The world of social media can be a bit tricky to explore as organizations move beyond the simple steps of setting up accounts on the more popular networks and into the arena of strategic measurement and execution. Newspapers recognize the popularity of sites such as Twitter and Facebook and are in a rush to add these elements to their own media outlets.
However, the bus stops there.
Newspapers are struggling to figure out the role of social media in spreading news, creating awareness, and truly engaging an audience. An interesting dynamic is the idea or decision on whether or not to allow journalists some room for conversation…and…
“…the continued focus on preventing journalists from being human, or from showing that they have opinions”