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Sabato "The media must learn to use social networks to amplify their message"

The head of social networks Guardian News Media believes that we must stop acting as a journal and pass it as an "interactive digital product"
The media must learn to use social networks to amplify their message and they have to understand the behavior and needs of its users with the goal of creating active communities of readers engaged with your brand. At the same time, journalists should "embrace" social networks and incorporate this new routine to work. This has been one of the main conclusions of the presentation made by the Development Manager for Social Media News Media Guardian, Meg Pickard, the seventh day of 10 in Comunicació on digital identity management ESCACC corporate.


With a clear commitment to the diversification issue in networks - Twitter profiles 50 and 30 in Facebook-The Guardian has tens of thousands fan and has become under the management of Meg Pickard (@ megpickard) one of the mainstream media in social networks. How? As stated, should be addressed to the how and why networks attract people with the aim of providing space for those who share tastes and interests interact. Meg Pickard


The Guardian noted that there is a team dedicated to social networks, but the management of information in these channels is part of the routine of all journalists "have to stop acting like a diary and make it more as an interactive digital product, has ruled. "If at first was to encourage journalists to participate in the networks now my work has become to slow and channel the number of proposals which provide ", revealed after the intervention.


The head of social networking The Guardian explained the challenge of this means by "humanizing" their news encouraging journalists to be a reference and preceptors in Twitter while to intervene in the conversation around to your information making public comments and even your contact information to become more permeable to the interests and contributions from readers. "The journalist's job does not end when you publish a story but at this time is halfway, "said Pickard, who added that the subsequent resale also reduces the need to moderate comments.


On Facebook, wanted to stress the importance of adapting the contents published in this network, indicating the need to prioritize the information likely to "share, comment and enjoy." For The Guardian, it is also important to diversify in this network, with multiple profiles based on the formal and thematic sections to capture your target audience.


Through various success stories of The Guardian, has exemplified the importance of the skill in creating communities, a fact that will have an effect on both the audience and the quality of the product, because the contents provided by readers give, as Pickard, relevance, perspective, color and context. "The media have always been social," he remembered. However, chat rooms have moved in large part to social networking so that success in this field is to give the best form of intervention from the medium itself and thus adapt to a new environment to be transferred more importance to the reader.
Source: La Vanguardia ES