Posts tagged with 'community'
From Audiences to Communities
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Everyone who participated in this project said that building audiences as communities was the biggest new source of value in media. Some viewed the term “audience” as an anachronism because it still puts too much emphasis on content as the primary product.
Since communities are formed in multiple and co-existing ways, people interviewed for this project varied in their opinions about how best to build communities and capture enough value from them to run a media organization. Audiences can grow in two different directions simultaneously: Broader and deeper. (more…)
Strategic Technology
Taking community seriously requires a greater allocation of resources toward both technology and the personnel who can use it effectively. “Many organizations only see one piece of the puzzle and want to do small experiments—hire an intern and a few people here and there—without seeing how that impacts the rest of the media,” says Ashish Soni, who directs the Information Technology Program at the University of Southern California. “People who do have knowledge of the other pieces of the puzzle can do real systemic innovation, and this is the highest area to impact.” (more…)
Getting Serious About Community
Many people in the media industry talk about building community, but what does that really look like?
“It’s not enough to have a place where readers talk back—or the classic letters-to-the-editors pattern,” Clay Shirky says. “Rather it’s about providing a platform for readers to coordinate with one another. That’s a really radical shift because in part because it means you have to take community seriously.” In the past, journalism organizations had a deep bench with all the pieces under one roof, but a key competency for the new environment is deeply engaging with users and communities in a way that is also scalable. Independent media could build large-scale communities by building a shared platform across publishers. (more…)