Engagement, it’s what’s for dinner at NYT

Seven ways the New York Times is using social media for ‘deeper’ engagement is an analysis piece with two really interesting ideas. The rest aren’t bad, they’re just obvious or commonly in practice. But check out numbers three and four:

3. By “revamping the liveblog template” and turning it into a “second screen”

Heron recognises she is “lucky to count on about a dozen interactive developers as colleagues” on her team, “which is kind of a dream come true for a journalism nerd like me”.

She told the news:rewired conference that the “team of developer-journalists has rebuilt our traditional liveblog and transformed it into more of a second screen, social media-heavy experience – a one-stop-shop for reporting, analysis, newsworthy tweets, reader engagement, and interactive election results”.

4. By creating a “liveblog about liveblogs”

The New York Times team decided it should provide its “own coverage and analysis” for the “aforementioned media cacophony”.

Media reporters Brian Stelter and David Carr have been using Storify to collect the “news media’s tweets, videos and Facebook posts on primary nights”. They have been adding their own analysis as narrative within the Storify.

Engagement, or immersion, if you prefer, should be the goal at the beginning and the end of news products. Otherwise, why is your audience bothering?

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