Who needs “engagement” training most: worker bees or queen bees?

I’m lucky enough to be spending eight months learning from the best about what it means for journalists to engage with their communities. I’m getting interesting and varied answers. For some folks, engagement is about listening to the community. For others, it’s more to do with inspiring civic activism and involvement. And sometimes it really comes down to brand loyalty and page views.

Where does the responsibility for audience engagement fall within a news organization? Part of my mission is to make sure working journalists get to benefit from the information and tips I’m gathering, and I’m thinking about who I should target with my evangelism.

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What “engagement” means to Chattarati’s David Morton

Kathleen Majorsky is a Mizzou masters student. She is fascinated by new media, and this is her second involvement with an RJI project. She is working with Joy Mayer this semester on how information providers define engagement. She interviewed David Morton and wrote this post.

You had me at “Chattarati.” The name of the 2 year old hyperlocal online community that features Chattanooga news would absolutely draw me into the site. I also appreciated the site’s organization, with five color-coded categories: Metro (red), Culture (lime green), Editorial (orange), Neighborhoods (blue) and Calendar (purple).

But David Morton, editor-in-chief of Chattarati, emphasizes more than just user-friendly Web design. There are three areas Morton says are important to the mission of Chattarati: passion, conversation and commenting. These three areas are cornerstones in supporting the sites mission of building community both on and offline.

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What “engagement” means to The Rapidian’s Denise Cheng

Denise Cheng is making a go of listening to and engaging with the people of Grand Rapids, Mich., and it sounds like she’s at it pretty much every waking hour.

As the only full-time staff member for The Rapidian, she says her primary goal is citizen engagement. That makes her a natural fit for my google spreadsheet listing all the people I hope to talk to while on this fellowship. Denise’s take on her staff’s mission is this: The Rapidian is a platform for citizens to engage with their city and their neighbors by submitting content that bubbles up from their experiences. She hopes that by creating media content, contributors become more media savvy and civically engaged.

Denise doesn’t like using the phrase “citizen journalism” unless she needs it to to get her point across. She likes “participatory media” and “civic media.” She also avoids calling The Rapidian’s writers “journalists,” because she’s found there’s baggage around that term. She calls them “citizen reporters” or the nice, neutral “contributors.” She doesn’t want to spend time arguing about what is and isn’t journalism, and she’s not too worried about the craft involved in information delivery.

She spends most of her time working on behalf of, talking to and listening to community members. She goes to as many events as she can, often with listening as her primary task. (I’m really interested in listening. Check out this book in my stack of things to read. What else should I be reading?) If she writes for the site, it’s on her own time. Her actual job is more organization and outreach. She says she tries to hear what is and is not being said, so The Rapidian can better meet people where they are.

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What “engagement” means to California Watch’s Ashley Alvarado

Since July, Ashley Alvarado has been the public engagement manager at California Watch, a nonprofit investigative reporting group.

Ashley is the third person I’ve interviewed who actually has the word “engagement” in her title. (The first two were at TBD and Voice of San Diego.) One of the things I’m trying to accomplish with my fellowship is figuring out what people mean when they use the word, and I’ve gotten really different answer so far.

To Ashley, engagement means having a conversation with the people of California, so there’s give and take. She wants stories:
— to bubble up from within communities
— for those communities to help guide the work of the reporters
— and for the information California Watch puts out to be easily accessible, digestible and acted upon by those communities.

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Using social media analytics to measure “engagement”

Read Write Web yesterday published the results of a fascinating analysis of news outlets’ social media efforts. Adam Sherk used an API from an analytics company called PostRank to take a look at how news organizations’ traffic compares to their engagement. He came up with an “engagement per unique visitor” ranking. The results are interesting (at the top of the list, by a wide margin, is The Guardian, followed by Slate and The New York Times). But what’s more applicable to the work I’m doing this year is the measurement tool itself.

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What “engagement” means to Tracy Record and West Seattle Blog

Lately, I’ve been immersed In a sea of motivated, passionate, scrappy people making a go of it in community news, trying a bunch of techniques and wondering what will work. It was therefore a yank into another world — an equally hard-working but more grounded world — to spend an hour on the phone with Tracy Record, editor and co-publisher of West Seattle Blog. Don’t get me wrong — Tracy’s passion for her work drives her to work long and hard. But my sense from talking to her is that she’s been at this long enough that she knows what works and does it.

Tracy didn’t set out to create a community news site. She kept an anonymous neighborhood blog as a hobby, then found herself providing crucial information in the middle of a weather emergency. That event spurred more page views, news tips, word-of-mouth referrals and search traffic. “I wrote about things I saw and was wondering about, in a casual, informal way. They were things people ended up googling about,” Tracy says. And they were things no one else was writing about. So in 2007, she quit her job and dedicated her full-time self to WSB, along with her husband and partner, Patrick Sand, who handles sales, does a lot of community relations work and helps with news coverage.

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The nonprofit world’s “ladder of engagement”

When we talk about “engagement” in the news, often that includes the desire to motivate users to action of some variety.

  • We want to take the casual readers and increase their loyalty and commitment.
  • We want the loyal readers to start sharing our content with their friends.
  • We want the sharers to take our polls and comment on our content.
  • We want those easy actions to lead to more involved contributions of content.

Grant Barrett at the Voice of San Diego just told me this week that one of his jobs is to move people along a similar spectrum. And the goal isn’t a revolutionary one: Nonprofits have worked for years to motivate interested observers to get more and more involved. I’ve heard the concept referred to as the “ladder of engagement.” I set out to find the origins of the term, and I struck out. (If you have info on this, will you let me know?)

So I emailed Beth Kanter, who has been writing for and about the nonprofit sector for a decade. She said she has also had trouble nailing down where the idea began, but she’s written about it in general here, and specifically for Twitter and Facebook. She says it’s a commonly used concept in her world.

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What “engagement” means to Voice of San Diego’s Grant Barrett

Grant Barrett, Voice of San Diego‘s new engagement editor, knows his job title is a funny one. But he doesn’t think the work he’s doing is new. Engagement is just “putting a name to a job that anybody who’s been on the Internet for awhile is already doing,” he says. “There’s nothing novel about what I’m doing, or any engagement editor is doing.”

Maybe that’s true, but the concepts are sure new to bunches of news providers. Which is we why so many of us are curious about what people like Grant are up to. The job title, Grant says, could be called a web editor or community manager in other places. It’s just a combination of skill sets. (Here’s how VOSD advertised the position.)

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What I heard about community news at Block by Block

Last week’s gathering of community news folks, the Block by Block summit in Chicago, left me both psyched about the opportunities I have to make a contribution to the evolution of journalism and overwhelmed about which direction to head. (Check out the blog for the event for oodles of info.)

Here’s what I know for sure:

The word “journalism” itself is problematic. Last year sometime, I tired of the “who’s a journalist” debate and started reframing it with my students in terms of “what is journalism,” figuring it was easier to define a product than a job description. I still find that to be true. But these days, even deciding whether to label a product as a piece of journalism is feeling like a waste of time. What makes an eggplant recipe journalism? If it’s accompanied by a professionally written story about eggplants? If it’s shared by a professional communicator? If it’s published by a person who claims to be a journalist? If there’s a news peg? The discussion becomes useless quickly. Can we just skip it altogether? (Denise Cheng of The Rapidian has a great post up that touches on this.)

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bxb2010: Session on community engagement

I’ve been in Chicago today for Block by Block, an RJI event that brought together community news practitioners. A blog for the gathering will over the next day or two reflect the rich conversations that have been going on. I was the designated blogger today for a breakout session on community engagement (remembering that I/we don’t really know what that means!). Here’s my summary of the conversation.

If you’d like to get a sense of the event, you can also check out my Delicious bookmarks of the participating sites and follow the backchannel discussion on Twitter.

This was originally posted on the blog of the Reynolds Journalism Institute, where I am a 2010-2011 fellow.