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Published by Brian Solis

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Published by: Brian Solis on Dec 07, 2011
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Newspapers and Social Media:From Monologue to Dialogue
 April 2011
Dawn McMullan
IntroductionChapter 1:What Social Media Meansto a News PublisherChapter 2:The Short Social MediaRevolution at Newspapers
A. The marketing transitionB. The social media departmentC. Huffington Post
Chapter 3:Applying Engagement andConversation to Consumer Types
A. Your place or mine?B. EngagementC. Three types of news consumers
Chapter 4:How 8 Newspapers arePractically Using Social Media
A. Chicago Tribune (United States)B. Financial Review Group(Australia)C. Folha de S.Paulo (Brazil)D. The Guardian (United Kingdom)E. Mediahouse Limburg (Belgium)F. Metro (Canada)G. The Press-Enterprise (UnitedStates)H. SOL (Portugal)
Newspapers and Social Media:From Monologue to Dialogue
By Dawn McMullan
INMA Partner in Business
Table of Contents
Chapter 5:Structuring Social Media asRevenue or Brand OpportunityChapter 6:Social Media Optimisation(SMO) for PublishersChapter 7:Social Media’s Next Steps atNews OrganisationsChapter 8:Conclusion
 About INMA 
INMA (International Newsmedia Marketing Association) is the world’s largest and premier newsmedia marketingorganisation. This practical network of progressive marketing professionals now totals nearly 5,000 members in 82 countries worldwide. Membersexchange ideas through a bi-monthly magazine, multiple web sites, e-mail executive summaries, discussion forums, message boards, conferences,workshops, travel study tours, awards competitions, benchmark surveys, and online directories and databases. The 81-year-old association hasoffices in Dallas, Antwerp, and New Delhi. To become a member of INMA, please visit www.inma.org.Cover art includes: The Guardian, Chicago Tribune, SOL
INMA Inc. © Copyright 2011 The contents contained within this report are the exclusive domain of INMA Inc. and may not bereproduced without the express written consent of INMA.
Dawn McMullan is a freelancewriter and editor living in Dallas.She is the editor of INMA’s
 magazine and former editor of Consumer Trends e-newsletter.Her work has also appeared in TheDallas Morning News, D Magazine,and on National Public Radio
Dawn McMullan
Edited by
Andrea Loubier
Layout & Design
Danna Emde
Newspapers and Social Media: From Monologue to Dialogue
Newspapers historically have been in the monologue business by broadcasting informationto the masses, one size fits all.
By contrast, social media is about dialogue, the community, andniche audiences — a complement to the new direction of news publishing.
What the social media revolution looks like on theground.
Whether news publishers should bring theconversation from social media sites like Facebook and Twitter onto their sites.
Whether social media is a revenue opportunity or abrand opportunity for publishers.
What early-adopter newspapers are doing withsocial media today.“We’re at a huge transition,” Loux says. “Internally, weliken it to the transition between the quill and theprinting press. It’s that significant of a change. Therewere those that didn’t make the jump and those thatsaid, ‘Hey, wait a second, we can now print every day,’and completely opened up their markets andtransformed themselves. Not having lived through thattime, it’s a bit of a guess, but I imagine the ones thatmade it were the ones who got into the business of understanding, owning, and operating printingresources. They didn’t outsource printing presses. Theydidn’t stay at arms length from it. They bought theIt appears news media and social media cannot thrivewithout each other.While social media carries its fair share of personal back and forth, the crux of social media content comes frominformation produced by professionals. The newsindustry must embrace this phenomenon because it ischanging the way people consume news.“For mainstream media to survive, if not thrive, it mustembrace social media and take on the critical role of curator of the conversation,” says Khris Loux, CEO of EchoStates, a San Francisco-based real-time commentingengine for publishers. “For social media to remainrelevant and avoid slipping further into a wall of noise, itmust work hand in hand with news organisations tocreate a symbiotic storytelling relationship.What do social media and the changing consumerhabits surrounding it mean for the news industry?INMA interviewed dozens of social media experts togather insight on:
How social media in the newspaper’s context isdefined.
CEO, Echo States
“If you want to keep or strengthen the relationship you have through your localaudiences, you have to understand what these people care about and then you have tosupply that kind of information.”

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