s. mitra kalita, quartz: how to integrate audience into every workflow
TRANSCRIPT
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.
Your inbox is a goldmine
Behold, traffic gold
The story
Cede the floor to your readersThe story
About those conversations..
They can get nasty…
They happen elsewhere
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.