Newspapers Should Embrace Social Networking
With recent acquisitions such as News Corp.'s $580 million purchase of Intermix Media, parent company of MySpace.com, it's clear that social networking services are attracting attention from start-ups and established companies alike. Newspapers and local publishers should be taking note.This social networking "thing" may seem odd to anyone over 30. For example, create an account on MySpace and you'll immediately see why it appeals to a late-teens, early-20s demographic. But don't be fooled by this first impression: social networking can go well beyond casual get-togethers and glorified buddy lists.
For example, a local newspaper looking to connect with its readers could add basic social networking features to its existing site. By providing visitors with simple ways to create connections with other local readers and groups, a newspaper can elevate its standing within the off-line and on-line community.
This is an excellent opportunity for local publishers to embrace the Web's true utility. Publishing news and information is a start, but the Web offers a unique ability to connect readers, reporters and groups. Combine this utility with the roots local publishers have already established in their communities and you can see how, with the right tools and execution, social networking could easily flourish.
Full Disclosure: I have connections to the social networking sphere so you can bet I want to see this concept succeed. However, I do not have any ties to social networking services for newspapers. Now you know ... and knowing is half the battle. -- Mac Slocum
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