Even though the public’s engagement with social networks is growing strongly, news enterprises have been slow to wade into the social networking waters.
Publishers, and especially editors, still tend to see themselves as curators of content: selecting, generating, massaging and presenting material for the audience they perceive, but not really networking with that audience except in rudimentary ways like comment forums that are not enormously evolved from the old channel of writing a letter to the editor.
A Bivings Group report published in December, “The Use of the Internet by America’s Largest Newspapers” (which I’ve discussed previously) found that while the adoption of individual social media tools (social bookmarking, blogs, RSS, etc.) was pretty strong at the papers in 2008, only 10 percent, or 10 newspapers, had incorporated some form of social networking on their sites...
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