Mainstream media continues to get social

As the media landscape continues to change, one of the more interesting trends is traditional media’s use of social media.  There was a time, not that long ago, when a reader’s only option to be heard was getting a letter to the editor published.  And that was not easy.

The web, of course, brought comments.  And virtually every online medium now invites readers to weigh in. Twitter’s arrival on the scene distributed those comments beyond the confines of a destination website. And more recently sophisticated comment platforms like LiveFyre  help media properties use original content not only to stimulate and spread online chatter, but to identify what kind of content will generate the most conversation to begin with.

Still this is only the beginning. As more and more media properties realize they’re in the business of connecting readers to each other as well as to content – the same holds true for brands, by the way – we’ll see the creation of more social networks like the one Boston’s WBUR launched today: Healthcare Savvy.

Instead of simply reporting on health care, the NPR station has started a collaborative site that invites listeners to share and learn from each other how to purchase and evaluate health care offerings.

This is smart on three points.

It attracts more listeners

Smart brands everywhere now know that they have to create value. This is a perfect example of a media property building something that has genuine utility. Potentially it could become a new reason to engage with WBUR. And if the station becomes part of your health care decision making, it might also become your go-to source of news on the topic.

It’s a source of content and news for WBUR

Health care will continue to be a lead story for years to come, especially as baby boomers age and government subsidized programs come under increasing pressure. The shared content, comments and dialog regarding the costs, services, fears and frustrations that all patients face will provide WBUR with essential content and insight for its own news coverage of this topic.

It demonstrates social responsibility that is good for business

Simon Mainwaring writes about brands doing good in his book We First.  Harvard B-School Professor Michael E. Porter makes the same point in a recent Harvard Business Review piece.  Addressing societal issues is integral to profit maximization, not external to it.  Granted NPR stations don’t generate profits. But they do raise money.  The idea that doing something good for the public — beyond programming — should come back and benefit the bottom line. Aren’t you more likely to donate, or donate even more, if your public radio station creates a service that saves you money on health care?

We’re seeing collaboration, the inclusion of readers and customers, and platforms that encourage it to a greater and greater extent.  But the fact is, we’re still only  learning how to do this so it benefits all of us.

Got any other examples?  Please share.


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This is good that social networks also giving Health Care Services. I wanted to thank you for this great read!! I definitely enjoying every little bit of it I have you bookmarked to check out new stuff you post

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Wow, nice post,there are many person searching about that now they will find enough resources by your post.Thank you for sharing to us.Please one more post about that..


I would like to know which one if any comes first, connecting users to content or to each other. Producing content takes a lot more time and effort than connecting users to each other. In a small organization, is there a process to developing a social media strategy based on these two factors? Do you first establish yourself as the connector or become a content creator. For one of my own projects, I'm currently focusing on connecting users in order to develop a list of followers before spending time on creating content. This way I can make sure that we produce relevant content and that there are a good number of users who will engage and possible share the content. Any thoughts, thanks.