In 2017, newsrooms will finally push back against Facebook. We will create our own community spaces on and offline — not to replicate the social media giant, but to carve out a lucrative niche around what Facebook does badly and journalism does best. We’ll do it because it’s our best chance of survival.
We’ll do it because:
Do you believe that there are smart, interesting people among your audience, people who could be potential sources or even potential hires? If so, how could you find them?
Up to now, as an industry, we’ve mostly failed to give our audiences any real avenues to engage with us on an ongoing basis, beyond letters to the editor and an occasional Google form. Even when people do reach out, we keep no record of it, and a few days later we’ve mostly forgotten who they are.
There are exceptions. ProPublica has created a database of more than 3,350 stories about Agent Orange by reaching out and creating a sustained community around the topic.
Earlier this year, the Financial Times hired a new columnist after a comment he left on their site went viral. Last year, The Atlantic named Yoni Appelbaum as politics editor — he was originally hired after being spotted as a talented commenter on one of their blogs.
These are rare examples. Due to a vicious circle of abuse and underinvestment, many journalists proudly say that they never read the comments on their work. In a forthcoming study The Coral Project has commissioned from the Engaging News Project at the University of Texas, more than 9,500 commenters across 20 news sites around the country were surveyed. 58 percent of respondents said they wished that journalists actually contributed in the comments. Better tools and a culture change are long overdue. (The Coral Project is working on both.)
This year, we’ve seen a lack of trust in news organizations increase as we’ve become worse at listening to what ordinary people are saying. While we lament our bubbles, a diverse audience that enjoys our work and wants to contribute is right in front of us, begging to be taken seriously. Why should our readers listen to us if we don’t listen to them?
A report this year in MIT Sloan Management Review, based on five years of research by Gal Oestreicher-Singer and Lior Zalmanson, draws a clear link between onsite community and a willingness of people to pay for services. We’re starting to see this being applied to journalism: technology news site The Information uses its strong comments section as a selling point to subscribers. Dutch news site De Correspondent runs its own speakers agency for its journalists.
Hosting community is also financially smart for those who include time on site in their key metrics. It should be no surprise that people who read and write comments spend longer on the page than those who just read the article. Advertisers take such numbers seriously. Do you?
Social media filter bubbles are real. Platforms like Facebook and Twitter aren’t incentivized to burst them — and even if they were, they structurally can’t have an opinion about what makes for an interesting or useful editorial contribution.
This is where journalism steps in. We’re all about identifying what is meaningful and relevant, not just socially optimized for clicks. We can set the terms for the discussion, and then focus our reporting based on the community’s areas of interest. We need to invite and find useful contributions across the ideological spectrum — and include them in our journalism. Facebook can’t do this. We can.
We need to take back ownership of the relationship with our community members. If we want people to stand up for our journalism, and to trust us again, we need to bring them closer to our work, to learn more about them, and to offer a range of ways to have a meaningful impact on what we do. This is not a nice-to-have any more.
The days of broadcasting from the top of the mountain are over. Our audiences need us, and we need them. In 2017, we will finally learn how to sidestep the big blue thumb, and get engaged.
Andrew Losowsky is project lead on The Coral Project.
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Jonathan Hunt Measurement companies get with the times
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Jeremy Barr A terrible year for Tiers B through D
Richard Tofel The country doesn’t trust us — but they do believe us
Scott Dodd Nonprofits team up for impact
Michael Kuntz Trust is the new click
Maria Bustillos “It’s true — I saw it on Facebook”
Melody Kramer Radically rethinking design
Rachel Schallom Stop flying over the flyover states
Swati Sharma Failing diversity is failing journalism
Mary Walter-Brown Getting comfortable asking for money
S.P. Sullivan Baking transparency into our routines
Guy Raz Inspiration and hope will matter more than ever
Rubina Madan Fillion Snapchat grows up
Juan Luis Sánchez Your predictions are our present
Lee Glendinning A call for great editing
Samantha Barry Messaging apps go mainstream
Doris Truong Connecting with diverse perspectives
Sara M. Watson There is no neutral interface
Cindy Royal Preparing the digital educator-scholar hybrid
Mary Meehan Feeling blue in a red state
Nathalie Malinarich Making it easy
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Mike Ragsdale A smarter information diet
Sam Ford The year we talk about our awful metrics
Ray Soto VR moves from experiments to immersion
Keren Goldshlager Defining a focus, and then saying no
Megan H. Chan Cultural reporting goes mainstream
Amie Ferris-Rotman Вслед за Россией
Elizabeth Jensen Trust depends on the details
Joanne Lipman The year of the drone, really
Gabriel Snyder The aberration of 20th-century journalism
Corey Ford The year of the rebelpreneur
Annemarie Dooling UGC as a path out of the bubble
Dan Colarusso Let’s make live video we can love
Julia Beizer Building a coherent core identity
Christopher Meighan Unlocking a deeper mobile experience
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Sarah Wolozin Virtual reality on the open web
Mira Lowe News literacy, bias, and “Hamilton”
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Jim Friedlich A banner year for venture philanthropy
Jonathan Stray A boom in responsible conservative media
Andrew Haeg The year of listening
Amy Webb Journalism as a service
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Erin Pettigrew A year of reflection in tech
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Bill Adair The year of the fact-checking bot
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Alexis Lloyd Public trust for private realities
Laura Walker Authentic voices, not fake news
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Tim Griggs The year we stop taking sides
Sarah Marshall Focusing on the why of the click
Erin Millar The bottom falls out of Canadian media
Steve Henn The next revolution is voice
Olivia Ma The year collaboration beats competition
Ken Schwencke Disaggregation and collection
Robert Hernandez History will exclude you, again
Adam Thomas The coming collaboration across Europe
Ståle Grut The battle for high-quality VR
Peter Sterne A dangerous anti-press mix
Mario García Virtual reality on mobile leaps forward
Alice Antheaume A new test for French media
Valérie Bélair-Gagnon Truthiness in private spaces
Amy O'Leary Not just covering communities, reaching them
Reyhan Harmanci Bear witness — but then what?
Geetika Rudra Journalism is community
Jon Slade Trusted news, at a premium
Francesco Marconi The year of augmented writing
Juliette De Maeyer and Dominique Trudel A rebirth of populist journalism
David Chavern Fake news gets solved
Andrew Ramsammy Rise of the rebel journalist
Carla Zanoni Prioritizing emotional health
Dhiya Kuriakose The year of digital detoxing
Carrie Brown-Smith We won’t do enough
Bill Keller A healthy skepticism about data
Ariane Bernard Better data about your users
Emily Goligoski Incorporating audience feedback at scale
Tim Herrera The safe space of service journalism
Asma Khalid The year of the newsy podcast
David Skok What lies beyond paywalls
Margarita Noriega From pinning tweets to tweeting pins
Burt Herman Local news gets interesting
Sue Schardt Objectivity, fairness, balance, and love
Katie Zhu The year of minority media
Renée Kaplan Pure reach has reached its limit
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