Posted By Meg ~ 5th May 2011
Here’s some stuff I’ve been thinking about – and talking about at events – for the last 18 months or so. Thought it was about time I put it in a public space, and given that I’m currently at The Engagement Metric (#RJIEngage on Twitter) – a workshop about engagement in the newsroom in Columbia, Missouri – this seems like an appropriate moment.
This is the (highly simplified!) way most content gets published at the moment: lots of work for editorial staff up to publication, and reaction from users afterwards, though (very) limited opportunities for them to get involved beforehand – letters to the editor, for example). This is the way publishing (and indeed other kinds of media, like broadcasting) has worked for a long time.
It means that journalists all too often create, publish and then go back to the beginning. And when something is out there live in the world, their engagement (interest) may already have moved on, even as users/readers are starting to consume, interact, share…
But there’s opportunity within the empty quadrants – how could users/readers get involved before publication? And how could staff/journalists continue to be involved following publication?
We could involve users more before publication. We could be more involved after publication. Here are some of the ways that editorial staff and users could get involved in the production, reaction & curation of content.
And of course the single moment of publication is a thing of the past. In a realtime, liveblog, breaking news context, things look different.
Instead, there are many mini launches, and activities above and below the line become a constant, rippling collaboration of skills, insight and activity around a context of mutual interest, for mutual benefit.
In fact, that blue line in the middle doesn’t have a beginning and end – it’s a circle. The context unfolds, is followed up, creates more opportunities for collaboration, and so on.
I’d love to hear your thoughts on this. What are the opportunities?