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QUARTZHow to integrate audience into every work flow
Dissecting engagement
March 30, 2015S. Mitra Kalita, outgoing executive editor, Quartz
incoming managing editor, Los Angeles Times@mitrakalita * [email protected]
The rules
1.Engagement is not a separate function in a newsroom
2.The internet expects interaction3.Sometimes, engagement IS the
content4.The conversation is probably NOT
happening on your page. Go meet your readers.
5. Journalists are members of a community too.
Behold, traffic gold
The story
Cede the floor to your readersThe story
QUARTZ strategy
- Accept the role of other platforms - Join/stoke/moderate the conversations
(yes, it can feel like client services but that is opportunity on social; embrace it)
- Innovate what you can offer that others can’t.
Enter ANNOTATIONS
Among our most annotated pieces yet...- Modi is the gift that keeps giving
Figure out who your most engaged readers are -- and meet them
- Quartz India readers spent six times with us compared to average reader
- And our inbox always busted with comments- Plan ahead to include them - Multiple pieces of content might result
Now the hard part: Cultural shifts in newsrooms
- Think shareability and audience at outset of story
- Reporters need to jump in; no more guise of objectivity; distance doesn’t work online
- Don’t discount email- FINALLY: Machines don’t commit
journalism. Humans do.