This is a time to experiment

At a mini-New Media Days today Molly Wood from CNET offered ten steps for better and more profitable online journalism.

I didn’t get step 1 and 2 (I was tweeting…), but here’s the main points from Molly Wood, first about Twitter presence:

  • You gotta be on Twitter for real, with your personality.
  • Everyone on Twitter is a source.
  • You’ve gotta report in real time about what you will be reporting.

Step 3: Be social. “I call it building your Internet army. Encourage your audience to be social with you.”

At CNET they want to be as sociable as possible. They have great succes with their live-chat, which they record for later viewing and commenting.

Step 4: Make great content. Content has become as common as salt.

”To get people to pay for content you need to make it that really fancy Haiwaiian pink sea salt. It has become all about packaging.”

Molly Wood says that it is a huge shift moving from straightforward news reporting to information that has to come with personality and analysis: ”What is going in on is raining on us”.

Step 5. Cultivate talent, personality, authencity. Give people personal brands – and make people want to follow you on Twitter.

Step 6. Use video. The numbers are just getting more and more crazy. In US advertising is moving from TV to online, so give them a chance to put ads in videos.

Step 7. Be mobile. Again, the numbers show a clear trend.

Step 8. Be everywhere. Make your content available on tablets, in the living room (TV, blueray, X-box, Playstation 3), and on phones. Also remember: ”RSS is totally back! It doesn’t look ugly anymore”.

Step 9. Remember your user.

Step 10. Be brave!

It’s a scary time for content, but it’s so exciting. This is a time to go experiment. You talk to the audience directly and they tell you what you want.

And an 11th point would be: “Create fan-pages on Facebook for journalists. People are important enough.“

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3 Responses to “This is a time to experiment”

  1. Dave Thackeray september 12, 2011 at 21:23 #

    Thanks for sharing these awesome ideas.

    To the step about great content – I think curation and analysis are the secret of engaging content that cuts through the noise.

    I know curation is a vital part of my content and communication strategy in 2012.

  2. Astrid Bigoni september 12, 2011 at 21:56 #

    I got them … (I didn’t start tweeting untill later)

    Step 1 – Believe. There is no doubt that people get their information online. A majority of people get their news from online sources.

    Step 2 – Be there in realtime —> twitter and live-blogging.

    • Astrid Haug september 13, 2011 at 13:17 #

      @Astrid Thanks! :-)
      @Dave you’re welcome. Agree – but it’s a very different approach than traditional newsmaking: research, write, distribute. I believe media (in Denmark) are going in the right direction though.

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