WordPress plugins for newsrooms revisited

NewsroomI had some great conversations with online publishers last year while I was working for the BlockbyBlock network. Many of them used these WordPress plugins for newsrooms.

Keep in mind that these tools create accountability, credibility and context for anything your site reports on, so they are valid for newsrooms of any type of organization, not just for what we think of as traditional newsrooms.

Here’s a few BxB posts on WP plugins that I refer to time and again.

Patricio G. Espinoza, who is a triple Fellow for Knight Digital, Poynter and McCormick, offered thoughts on WordPress plugins that include Contact forms, Biographies, Media Credits plus a tool to figure out what is slowing down your site.

Barb Iverson, digital thought leader, Journalism Professor at Chicago’s Columbia College, and editor and publisher of Chicagotalks.org recommended plugins for copy flow, extra content, embedding rich media and going mobile.

Thinking about creating a directory? Ned Berke, publisher of SheepsheadBites, and Clay Graham, founder of welocally.com, share their thoughts.

Are you asking your audience or members for funding but you’re not a non-profit?
Thoughts from small publishers on how to ask for support.

If I find any that need updating or uncover any new tools, I’ll be adding them here on SallyDuros.com.

Although the BxB network is no longer active, you can find publishers gathering at their new trade association, LION Publishers. They’ve put out a terrific new handbook for accuracy in reporting and attribution that you can download here.

Michele McLellan continues her groundbreaking work with indie online news publishers at Michele’s List, a fully searchable database that is sure to provide a treasure of information as it grows.

 

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How the Chicago Community Trust and OpenGov Chicago are creating a new type of accountability journalism

by: Sally Duros |

To understand Open Government in Chicago, start by visiting Schoolcuts.org and pick a school. Any school.

More than 38,000 children will be affected by Mayor Rahm Emanuel’s proposed school closings in Chicago. Angry parents are marching in the streets and debate is heated about whether the process for deciding which schools to close was fair and open.

Although, the Chicago school system makes public nearly all of its data, the data lacks context that would make it useful for making arguments pro or con any specific school closing. Making sense of it is too big a job for the parents that are so passionate about the school closings themselves, and no newsroom had the technical capacity to tackle the data on its own.

Enter a group of volunteers, including a grassroots parents group, web developers, data scientists and coders passionate about open government and education. They created the Schoolcuts.org site to provide information to the public in a visual form that would be useful for understanding the problems —  or not —  with each school closing and how it might affect the children and the neighborhoods.

“The very day that CPS announced the school closing list, that evening a group of software coders put up the site Schoolcuts.org,” says Terry Mazany, President and CEO of the Chicago Community Trust, who had also served as interim CEO of the Chicago Public Schools in 2010.

“They had aggregated all the datasets about school performance. And geomapped the schools that are on the list for closing …. That’s the sort of service you would hope that government might provide but these groups did it out of a sense of community service,” he says.

“They had this site up and running — and it is masterful.”

Coming full circle

Development of SchoolCuts to solve a problem for the public, means conversations and research begun 4 years earlier by the Chicago Community Trust have come full circle.

In 2009, executives at  the Chicago Community Trust were confronting two frightening possibilities.

The first was the fact of significantly weakened news operations with both the Chicago Tribune and the Chicago Sun-Times in bankruptcy. For the first time, it appeared likely that Chicago could become a one newspaper city. With decimated coverage and reporting, the Trust was worried about the loss of watchdog and accountability journalism.

The second was heightened awareness of the increasing digital divide, where in some neighborhoods on the South and West side only 30% to 50% of households had Internet access. With the Internet fast becoming the primary source for news and information, these Chicagoans would be left out of any emerging digital information streams.

Given shrinking news holes, the digital divide, and conditions created by the deep recession, civic leaders had gathered a working group to understand the problems and develop solutions.

“Here in Chicago we had not really had to be attentive to the news ecosystem, because the 4th estate was doing just fine and taking care of business.  So we could take it for granted,” Mazany says. “I repeatedly say how grateful I am for Alberto Ibargüen and the Knight Foundation for bringing it to our attention in a way that engaged community foundations as authentic partners.”

The Trust as a platform

Those talks in 2009 were the beginning of the evolution of the Chicago Community Trust’s news and information programs into something new.  With funding from Knight, the Trust began to view itself as a platform, a place that could host unexpected partnerships and encourage new ideas, experimentation and innovative solutions. Since then the Chicago Community Trust has led projects mapping the local new ecosystem, and made grants to online news start-ups.

But the most influential spin-off from the Chicago Community Trust platform to date is the Smart Chicago Collaborative, whch is also a leader in the Open Government movement.

“That was our game changer,” says Mazany.

Funded by the City of Chicago, the John D. and Catherine T. MacArthur Foundation, and The Chicago Community Trust, Smart Chicago says it is a funding collaborative:

 We help bring together municipal, philanthropic, and corporate investments in civic innovation.

By most measures, Smart Chicago’s line items at the Chicago Community Trust add up to a powerhouse with $3.8 million in funding from MacArthur, and $10.8 million from the City of Chicago. Totaled together with Trust matches and other funding, Smart Chicago has a total budget of $14.7 million.

With Dan X. O’Neil, former people person and co-founder of EveryBlock as Executive Director, Smart Chicago became the intermediary working with a number of existing and new initiatives related to digital media and learning funded by the MacArthur Foundation, as well as the agency overseeing implementation of the City of Chicago’s broad band initiative bridging the digital divide.

Smart Chicago’s role

Smart Chicago is where the circle becomes full. Through its 15 projects, Smart Chicago strategically combats news deserts in neighborhoods, extends broad band access through out the city and hosts the open government community. By creating new ways to quantify problems and identify fixes, current open government projects are the beginning of a new kind of accountability journalism.

“It’s about community, its about digital,” says Mazany. “Then we have the Knight Foundation– it’s about digital media. Then it’s about government and all of these come together.

“What Smart Chicago gives us is the brain power, the brain trust around the coding community, understanding better big data….” Mazany says.“We continue to serve as that connective platform here at the community foundation.

“The confluence of all of these elements is just mind blowing! It is redefining the future …on a digital plane,” Mazany says.

Over the past five years, the Chicago Community Trust has been awarded $704,000 in Community News Matters and Civic Innovation Challenge grants from the Knight Foundation. They’ve also won a $350,000 commitment from the John D. and Catherine T.  MacArthur Foundation and provided matching funds bringing their total for the Knight Information Challenge to more than $2.0 million.

For most of the past four years, Chicago’s OpenGov meetings were small gatherings of a dozen or so data scientists, software architects and coders who would meet at various offices and talk about data sets they were interested in “liberating” and mapping out.  One of those early projects was Chicagolobbyists.org.

Today, OpenGovChi convenes in the main meeting room at the Chicago Community Trust. Now, the circle has expanded to include members of the public and several partners. Joe Germuska, a co-founder of OpenGovChi, who now runs software development at Northwestern University’s Knight News Lab runs the meeting with O’Neil. The room is often filled to capacity with 100 or more and there is a waiting list.

Public radio takes a seat

One partner who attends regularly is Matthew Green, who runs the data news team at local public radio station WBEZ.

“We are supported by Chicago Community Trust and the Smart Chicago Collaborative,” says Green. “We are the first partner that they have that is a loudspeaker to the movement. This movement itself has lots of stories. The movement is unearthing stories in a new way.” The team from WBEZ develops ideas that stretch the capacity of the public radio’s newsroom to use data to report on problems that the public wants solved.

At a recent meeting Thoughtful Critiques of the Open Government Movement, Mike Stringer, a managing partner at Chicago’s Datascope Analytics, talked through a simple history of the Open Government movement.

It used to be “We have this Data, what can we do with it?” Today it is “Start with a problem.  Use data as a resource, “ Stringer says.

Exactly.

Thoughts for getting started with Open Gov

  • Learn about the importance of government data in shaping policy and accountability journalism. Develop insight, because that’s where it begins, with the CEO having an understanding that data and Open Government matters.
  • Understand the news ecosystem in your locality and the role of the community foundation as a hub of that ecosystem.
  • Do a needs assessment and identify the contours of your own news ecosystem.
  • Devise strategies, convenings and funding unique to your locality.
  • Connect with technologists perhaps by hosting Open Government events. You don’t have to employ a software coder, a digital expert , an app or web developer, but you do need to connect with the coders and technologists.
  • Be prepared. As in the SchoolCuts.org example, have a loosely structured network where the people know each other interact.
  • Allow self organization.
  • Become a platform. Media consultant Steve Yelvington wrote this in 2008.

“When you choose to (become) a platform, you make a trade. You give up some control. But in exchange, you allow someone else to make your platform more valuable, more important, more essential.”

Can 1,000 true fans make a living for journalists?

Journalists and niche sites looking for a revenue model are just a peek around the corner from what looks like some workable answers. If you are conversing with your audience in a way that is relevant to them, and you ask them for support they will be there. That is if the principle of 1,000 true fans proves true for news as for other kinds of bloggers, curators and synthesizers.

Obviously, the power of passionate followers is not news to folks like Maria Popova and her Brain Pickings as Felix Salmon points out in his recent post for Reuters. And Andrew Sullivan, in a much reported move, recently went public with The Daily Dish. My Continue reading Can 1,000 true fans make a living for journalists?

Narrowcasts showcase creativity on social Web

The social Web challenges me to get out of my way and to think anew about whatever it is that I am doing – whether it is washing dishes or crafting a Tweet. But still it’s easy to get stuck in a mindset that values fast and efficient over fun and meandering. It’s a times like these that I go mingle with the creatives to recharge with what’s new and exciting. It’s in these creative narrowcasts where I find the passion of fandom unleashing the potential of the social Web.

If you don’t get off Facebook much, you might want to meander around Kickstarter and see what’s playing front page. Your friends or your kids have probably sent you to this service that provides a great set of tools — from video to messaging to marketing advice — to help you fundraise for your project. There’s one caveat. You have a deadline for raising your nut and if you don’t make it, you’re out. A stroll around Kickstarter is always amazing , often moving and usually inspiring. Seeing others creations might give you some ideas for your own.

This week, I stumbled upon a Kickstarter project: Good Ol’ Freda. Freda Kelly was the secretary for The Beatles from the early days at the Cavern Club until 1970. She’s still a secretary and until now has been mum about her life with the fab four. Now she’s opened up her scrapbooks to a filmmaker and they are looking to raise $50,000 by Nov. 12 for their film project. Shes offering all kinds of goodies in exchange for your donation.

Another place to easily get lost in a wonderland is YouTube. And not just in the old music video section. There’s real talent at work here making excellent niche TV shows that are better than the best of Hollywood, precisely because they are so deeply engaging with their audiences. A fan girl friend recently pointed me toward Issa Rae’s “The Misadventures of Awkward Black Girl,” which Rae creates and stars in. The production values and acting are very good. But the writing is superb and funny.

Or if you are feeling geeky, you can head on over to the Twit netcast network, “Netcasts you love from people you trust.” Here you’ll find some inspiration for that underused conference room, that yoga studio that’s empty during the day or the slow time at the café in the afternoon. Set up a stage and some talkative folks and you have a TV show. OK. The folks on This Week in Google aren’t every day people — they are some of the Internet’s most prominent thinkers — but you never know what talent lives in your building or up the block.

I was bungling around on Facebook and found actor friend Don Bender is involved in a new online theaterical production by Jamil Khoury, Silk Road Rising, which he says is engaging theater onstage and online around important issues. His play, Mosque Alert, is about “Two suburban American families living in Naperville, IL -one Christian, the other Muslim- find their lives torn apart by a proposal to build a new mosque in their community.”

Khoury says:

In the hopes of generating deeper engagement around this issue, I have designed a ten-step, interactive, on-line, new play development process that will assist me in developing and writing my play “Mosque Alert.” Viewers are encouraged to both influence and assist me as I pen this new play.

My ten step artistic process allows each participant to act as co-creator throughout the entire development cycle. I like to think of it as a spiritual convening of the individual with the art.

Each of these is a narrowcast co-creation with a passionate audience. It’s the way the future of the Internet is rolling out. There are millions of ideas blossoming. Yours could be one of them. If you know who your people are, you can find your idea. It can be as simple to execute [the writing wasn’t simple] as a humorous tweetalogue like Dan Sinker’s Mayor Emanuel, which started as an anonymous satire of then Chicago Mayoral candidate Rahm Emanuel and ended up as a book. Or it can be as elaborate as a traveling global round robin musical like Playing for Change, which made its name with Stand by Me. Take some time to stroll around and fire your imagination. Let us know what you find and most important what you and your colleagues dream up for yourselves. We’d love to hear about it.

Sally Duros loves to find out-of-the-way online adventures to write about. She is a social journalist and digital storyteller, whom you can connect with on Google+ and twitter at saduros.
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Measuring journalism’s impact

To supplement a conversation we are having on Block by Block Resource Network on Facebook about how to measure impact of a newsroom, here’s some thoughts that recently flew by on a recent Carnival of Journalism thread.

Jessica Binsch, Digital Journalist:

Hi Carnies, how much do we love the fact that one of our jcarn-topics will now be explored in more depth by the New York Times? They got funding from the Knight-Mozialla News challenge to research a better metric for measuring journalism, which Greg proposed as a topic a few months back. Not surprisingly, he’s also behind this attempt. Writes Aron Pilhofer: “The project our Knight-Mozilla fellow will help tackle was hatched in January during a bus ride to the Austin airport with news brainiac (and karaokaholic) Greg Linch. He had just written a terrific post on his blog, The Linchpen, about the need for more sophisticated metrics to measure the success or failure of journalism online. I’d been thinking about the same problem, but Greg crystalized the challenge and the opportunity perfectly.In his words: “So, what if we measured journalism by its impact? (…)The ideal outcome would be a suite of open-source tools, techniques and best practices that, in aggregate, help all of us understand readers better and enhance the impact of our journalism. At a bare minimum, we hope to start asking the right questions.”http://aronpilhofer.com/post/27993980039/the-right-metric-for-news

Denise Cheng, Journalism Accelerator [?]:

This is awesome! There seems like a lot of overlap between what NYT proposes to do and what Joy Mayer explored during her Reynolds fellowship.

She interviewed many journalists and technologists to triangulate a definition of engagement, and in spring 2011, she and Reuben Stern convened around 30 practitioners from all over the country to survey different engagement tactics, how they were beginning to measure those or how they’d flesh out those metrics. It led to a white paper. It’s such a great spring board that I hope Aron and Greg tap her for her insights.

Woot!

Sally Duros, Indie journalist:

I have been saying this all along. I don’t think advertising is all of the equation for funding journalism, which is “birthing” itself right now. I don’t think journalism really knows what it is.  I’m not sure the world knows what journalism is! As I wrote last week in a post about SEO …. 

Local news is about telling stories  to inform, educate and ultimately help build stronger connections in a community. Its simpler for content marketers. Content marketers are using the tactics of newsrooms — storytelling — to attract clients for something they do.  While newsrooms are using their storytelling expertise to attract clients  — businesses, churches, theaters, restaurants — to help build a platform for more storytelling through community news, ads, events and more. So, once again, I am right! 🙂

Jan Schaffer, JLab: 

Aron’s interests ring true with us at J-Lab and echo some of the frustrations we surfaced in our “Engaging Audiences”  report and suggest there might be a correlation between impact and genuine audience engagement:  http://www.j-lab.org/publications/engaging-audiences/Some key takeawaysSocial media connectors such as Facebook and Twitter were highly valued, but they were primarily used to alert users to new stories or information. New analytical tools gave these news startups some useful data, but survey respondents said their top metric for measuring engagement was still website usage – unique visitors and page views. Many expressed dissatisfaction with the information they get.“We feel these numbers only give us part of the information we need,” said one respondent. “We’re interested not just in breadth of engagement but more in depth of engagement.”Even though data on depth and stickiness of audience engagement were missing, creative ideas were not. In more than 1,300 open-ended comments, respondents described many resourceful strategies they are using to involve their audiences in community issues and information.Many of these ideas extend beyond conventional definitions of engagement as audience interactions with content. At least four types of engagement surfaced in the survey responses, but how well the respondents optimized these engagement strategies varied by organization.

They include:

  • Engagement as outreach, driving users to consume content.
  • Engagement as reaction, inviting users to comment, share, like and chat.
  • Engagement as stakeholder participation, getting users to contribute stories, time, funding.
  • Engagement as civic participation, activating audience members to address community issues.

Sally Duros, Indie journalist:

Engagement as civic participation, activating audience members to address community issues.

Thanks for this, Jan. So much to read!   It is this last point that always grabs my attention as I think about engagement. In classical marketing, you can talk all you want, spread the word etc, but what is treasured is the outcome, moving a customer to act, to buy. In journalism, talking about, sharing the news is part of the equation but what is the desired outcome? In my thinking, it is to get community members to engage with each other “on the ground” and to act on the ground, about the things they care about in community – from the new restaurant on the corner to the schools to the trash pickup. Journalism’s role has always been to stir the pot and create activity that ads can be sold against. But now it seems we are getting to the core competency of journalism – engagement. When I interviewed Tim O’Reilly for 435 Digital he told me about the next generation of technology that will measure activity on the ground and translate it into online juice. He was not talking about 4square. He was talking about something deeper.  That was a year ago might be time to revisit that issue. It didn’t make it into my story…..

Jan Schaffer, JLab :
You know your journalism has had impact when people start participating in more than just your website, facebook page, blog or twitter feed.  🙂

Sally Duros, Indie journalist:

Brilliantly said! 🙂

Michael Rosenblum, RosemblumTV:

If you can’t create a profitable business around your journalism, then the rest of the discussion is moot.

 Sally Duros, Indie journalist: 

Agreed, Michael. What I am saying is that the ways that money can be made for the journalism business are nascent but under development. I believe we will see a clear way forward. We’re just not there yet.

 

Nonprofits, Causes: Position your digital newsroom

Thanks for the great conversation about digital storytelling earlier at #ChiCounts. Here’s the Storify. In a  world of fewer media gatekeepers, good information from nonprofits and causes is in demand. You now have all the tools  to tell  your stories well to your very specific audience and to amplify your reach.  But what stories should you tell? It’s all about figuring out where you fit in your news ecosystem – whether its geographical or knowledge based — and creating a system for storytelling

Sally Duros is a social journalist and digital storyteller. Connect with her on Google+ and twitter at saduros.

Continue reading Nonprofits, Causes: Position your digital newsroom

Why big digital won’t win local advertising

By Sally Duros

If you are a local business and you want to advertise, where do you advertise these days?

It’s a great question. And one that many people are rushing to answer, because your advertising dollars – dear readers who are local businesses — represent billions of dollars in revenue for advertising agencies or media companies.

But for the small or medium sized business owner, this question is daunting. While you’re minding your business and budget, your advertising options are rapidly changing.

Your mission is to find out where your customers are hanging out these days and why.

Nearly every day of the week, you can see the knowledge — and confusion— advancing in this sphere.

This week, much-read newspaper world observer Newsosaur, issued a warning to local media companies that digital giants such as Google, Amazon, Facebook and Microsoft will be making a fierce push into their territories. Meanwhile, just today The Pew Internet and the American Life Project released its complete report on “Where people go to learn about restaurants and other local business”. I reported on an earlier phase of this research in October.

Among Pew’s findings:

People looking for information about local restaurants and other businesses say they rely on the Internet, especially search engines, ahead of any other source. [51% of the 55% of adults surveyed who say they seek this info.]

Newspapers, both printed copies and the websites of newspaper companies, run second behind the Internet as the source that people rely on for news and information about local businesses, including restaurants and bars. [31%]

And word of mouth, particularly among non-internet users, is also an important source of information about local businesses. [23%]

Let’s not forget the ·8% who rely on local TV, either broadcasts or websites. The study also found that a rather upscale 60% of adults say they get news and information about local businesses other than restaurants and bars. Of these, 47% say they rely most on the internet, ·30% turn to newspapers, 22% rely on word of mouth from family and friends, 8% rely on local TV and 5% listen to the local radio.

So this data shows that folks are looking for local businesses first on the Internet and then with traditional media, i.e. newspapers. [And hey! Google could be taking fun-seekers to a news site or listing] But that doesn’t mean that the big digital players are necessarily the winners in the advertising game, says Gordon Borrell, head of Borrell Associates, whose expertise is local advertising.

“There’s never been a case where an out of town media company – somebody without a physical presence in a local market – has been able to get and sustain a significant share of advertising dollars, “Borrell says.

“They can make the predictions all they want about Yahoo and Google coming in and stealing market share,” Borrell says. “ But in the end it will churn out. “

The big digitals are the bogeymen, and they won’t win the game,” says Borrell, who admits with pride that his firm “is pretty steeped in following the money.”

One winning trump card is physical presence in the local market vs. telemarketing.

Did you get a call from Facebook last week? I did. They are willing to stand at my side, virtually, and hold my hand for a full month so I can better learn to build my business on Facebook. All I have to contribute is – cough! – $2000.

And those telemarketing calls will be their downfall. Borrell says that local advertising tends to be sold, not bought. Big digital’s ideas of self serve and telemarketing just won’t pan out.

He attributes that to local businesses and their bad case of the John Wanamaker syndrome: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Local businesses don’t know what kind of advertising is going to work. They’re too busy flipping pizzas, selling haircuts and facials and in general paying the bills.

So they might try the next new thing — buying keywords etc — for a while, but Borrell says his experience tells him these forays generally don’t work.

That makes sense to me. I’d rather toss my dime to the ad rep who reads poetry on his Friday night at my local café than to the ad rep calling from Mountain View, Calif. It’s always been the case that local connections are more persuasive. We like our neighbors to have food on the table .

Borrell cites two other reasons Big D will fail:

1) Self-serve ads don’t work.

2) The big digitals would need a massive workforce.

Of the 91,000 local ad sales reps in the country, about 27,000 work for newspapers, Borrell says. Pure play Internet follows with 15,000, Radio follows with 17,000 and behind radio are directories like the Yellow pages with 14,000 sales reps. Reps for Cable, TV and misc. sources make up the 18,000 difference. [Figures revised 12/15/2011]

Sources: U.S. Bureau of Labor Statistics, November 2011 © 2011 Borrell Associates Inc.

These 27,000 sales reps walk the walk and talk the talk of local, because they are local. As such they are trusted and highly influential. Over time, despite their ups and downs, local media brands are still the most trusted. And they are rapidly adapting to the Internet.

“I was talking with Warren Webster , the CEO of Patch, when he was on a panel I had set up,” Borrell said. Borrell asked Webster what local media companies have that he wishes Patch had.

“Webster said: ‘I wish I had their brand,’ ” Borrell says. Despite Patch’s physical presence, none of its sites are profitable, he added.

Borrell believes that in the digital sphere, events will roll out as they did with cable, with TV and with radio. In the end, local media/newspaper companies are adapting to the digital world and will win because of the strength of their brands.

“History is repeating itself,’ he says.

That’s one opinion, at least. More to come.

Originally published for Tribune Media 435Digital.

Community News Matters: SallyDuros.com a top news hub connecting Chicago micro-news sites

I haven’t been doing much work lately with Chicago’s online indy news community but it’s good to see my work and my writings made a difference back in 2009 and beyond. Would that I could afford to do it, I would still be writing about our online news world as it evolves, but I am quite happy to be writing the social media blog for the Chicago Tribune’s 435Digital. And being a part of that evolving world.

As to Chicago’s indy news stream, I wrote then and still believe, there is an enormous need for news providers to come together and figure out a way to make a living. But since I am not officially called a “news” site, I have not recently been involved in any of those efforts. I hope they are going well and look forward to learning more as national efforts like the RJI’s Block by Block evolves.

Thanks for the nod, Chicago Community Trust.

Dear Friends of Community News Matters,

Given your interest in the health of Chicago’s online news ecosystem, I know you’ll want to read a just-released Community News Matters report on the results of groundbreaking research into the links among and between Chicago’s many online news sites.

View the press release at www.cct.org.

The report finds a surprisingly high percentage of the area’s news and information websites are isolated from each other and are not taking advantage of the many ways they can expand their audiences, their influence and their service to the area.

It identifies more than 400 websites providing news and information relevant to Chicagoland residents, from sites of mainstream media to new news sites to sites of government agencies, universities, cultural institutions, foundations and nonprofits.

Using sophisticated network analysis, it identifies which of those sites are playing one or more of five important roles in the local news ecosystem — as “authorities,” “hubs,” “switchboards,” “referrers” and “resources.” Included among the top four sites on one or more of these lists are these 23 sites:

• austintalks.org
• badatsports.com
• blogs.southtownstar.com
• chicago.metblogs.com
• chicagocarless.com
• chicagostorytelling.com
• chicagotribune.com
• communitymediaworkshop.org
• ctatattler.com
• gapersblock.com
• hydeparkprogress.blogspot.com
• macfound.org
• mcachicago.org
• nytimes.com
• outsidetheloopradio.com
• saic.edu
• sallyduros.com
• sbnation.com
• suntimes.com
• thegallerycrawlandsomuchmore.blogspot.com
• transitchicago.com
• uchicago.edu
• windycitizen.com

Hope you find the report interesting and useful!

Vivian Vahlberg
Project Director, Community News Matters
The Chicago Community Trust

Learning to talk: Sally Duros joins 435 Digital

[media-credit name=”435Digital Tribune Media” align=”aligncenter” width=”668″][/media-credit]Writing a blog about learning social media is like writing a blog about learning to talk.

Learning to talk starts with the sense of hearing and the ability to actively listen. By listening to the stream of sounds coming from our environment we start to understand and say words. Over time, we learn to put these words together into complete thoughts that we call sentences. Before too long, we string the sentences together and begin to tell the story of what is happening around us and how we experience it. We meet others and share our stories. This storytelling give-and-take is a lifelong reiterative conversation that forms our identity and self definition. Our ability to engage in this conversation deeply influences our path in the world.

Your business learns social media much like a baby learns to talk. First, you listen online to understand what your name, or brand, means to your customers. The sounds you hear might be pleasant — or not. Either way, what’s certain is your customers are conveying important information. It’s your choice whether or not to understand the sounds and fully engage in this reiterative conversation.

Nobody can decide for you. It’s a straight-forward challenge that smacks at the culture of your organization and the ongoing story that is the interplay of you, your products and your customers. It’s a challenge that asks you to understand how deeply you value customer service — really. The repercussions of your choice will be felt all along your value chain of competitors, collaborators, and suppliers.

To get started in this conversation, you need to understand the tools, tactics and strategies of the evolving social media toolbox so you can choose those that work best for you. But as important as learning the tools, is learning how to talk in the world of social media.

By taking on the 435Digital blog beat, I’ve accepted the challenge of helping us better understand tools like Twitter, Facebook, Flickr and the nature of the conversation that accompanies them. As important, I’ll be discussing the cultural change and relational juice that is creating a new online economy based on trust and transparency. It’s exciting to peer around the edges of what “is” to see what is possible.

As to my philosophy, I agree with Gary Vaynerchuk, who says in his book “The Thank You Economy:”

For the record, I dislike the term social media. It is a misnomer that has caused a boatload of confusion. It has led managers, marketers, CEOs and CMOS to think that they can use social networking sites to spread their message the same way they use traditional media platforms like print, radio, television. or outdoor and expect similar results and returns. But what we call social media is not media, nor is it even a platform. It is a massive cultural shift that has profoundly affected the way society uses the greatest platform ever invented: the internet. Unfortunately, when the business world is thinking about marketing via social networking sites like YouTube, Facebook, Twitter, Foursquare and Daily Booth, it’s thinking about using social media, so that’s the term I’ll use.

This massive cultural shift is to the Knowledge Age from the Industrial Age. And I think Gary is right, there’s no such thing as a “media buy” in social media. Your online success is determined by the culture of your business and the timbre of conversations and relationships that emerge organically from who you are and what you say and do.

The same is true for me and my work on the 435 Digital blog. As we learn together, let me know how I am doing.

p.s. I love my little Twitter bird. I keep him with me always @SaDuros.

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