What “engagement” means to Lauren McCullough at the Associated Press

How do you build a relationship with a global audience, personalizing a brand and involving users in your coverage? The Associated Press is going for it, with aggressive social media strategies and a reliance on its 3,000 journalists.

“Fundamentally, we think people want to interact with people,” says Lauren McCullough, the AP’s manager of social networks and news engagement. Lauren and her team try to personalize the AP’s corporate accounts, revealing who’s behind them and using initials in the tweets, but “at the end of the day, we’re three people in New York.” That’s why a cornerstone of the company’s social media strategy is training the individual journalists on the benefits and practices of social media and hoping they feel comfortable enough to embrace it and run with it.

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