Continúa agravándose la profunda crisis empresarial de los diarios en papel, que no debería ser (pero es) también profunda crisis redaccional, en la medida en que los criterios empresariales dominan sobre cualquier otro.

Buena noticia de esto llega a través de las dos jornadas del International Media Council 2012 que acaba de concluir en Madrid, donde se pronostica que Todos digitales, antes o después.

Sin entrar ahora en la crisis que azota precisamente la redacción y la empresa del diario El País, en donde esa noticia aparece, podemos leer lo que dice Alexis Mainland, editor de medios sociales en el NY Times, acerca de cómo ese diario "practica" los medios sociales.

No es detalle menor lo que comenta, como de pasada: " there are over 440 Times journalists on Twitter, and they share and retweet tons of material that’s not from The Times"…

To think that it’s impossible to draw any parallels between your photography business and The New York Times is to be shortsighted.  What makes or breaks your business these days is whether you stand out from the crowd, and both you and NY Times need to connect with customers on a personal level in order to do so. More importantly, both have to hang out where their audience is.

That’s where social media comes into play. It’s the one place where all brands, no matter how big or small, can have a voice and engage with their community. We continue to tout the importance of social media in driving traffic to your website and building a reputation for your photography brand. (Recall that the aggregate of PhotoShelter members see roughly 22% of their sites’ traffic come from social media.)

So what can you learn from a big shot like The New York Times? Turns out that serious social media strategizing is relatively new for this news publication. I talked with Alexis Mainland, social media editor at The NY Times, to learn more about their vision for solidifying The Times’ brand over several different platforms, and how photography has played a major role in their success. The major takeaway? Listen to the community before your speak.

What is your role at The New York Times and how long have you been there?
I’m the social media editor at The Times, a role I’ve had for a little over a year. I’ve been working here for almost six years, four of which I spent on the Metro desk working as a multimedia journalist. The Times has had a social media editor since the spring of 2009. In the winter of 2010-2011, Liz Heron and I became co-editors of social media, and now Liz has moved on to running social media and engagement at the Wall Street Journal.

What are your day-to-day tasks as social media editor? 
At The Times, social media editing is primarily focused on these areas:

  • Developing the whole institution’s overall social media strategy and sensibility.
  • Imbuing our breaking news and major event coverage with innovative social elements.
  • Working across the newsroom to train journalists on best practices for social.
  • Collaborating with individual news desks on social-oriented journalism projects.

What’s the general social media strategy at The Times, and how did you choose which platforms to focus on?
Social media is a key newsgathering medium for us too, but our strategy in distributing our content via social media is to be as engaging as we can, as creative as we can, and to generate as robust of a conversation around our journalism as we can. Wherever possible, we also try to produce something of journalistic value out of our activities on social media, something that provides an additional window or angle on a topic or story.

What kind of role does photography play on The Times‘ social media?
I think photography plays a huge role in social media at The Times. The cliche that a picture is worth 1,000 words rings especially true on social media sites. On Tumblr (we have two: The Lively Morgue and T Magazine on Tumblr), our projects are based around imagery. And we regularly find that images we share on Facebook are more popular and engaging than text. Our Facebook page, especially now that it’s using Timeline, can display images to dramatic effect.

Apparently there is a very strong amateur and professional photography contingent on Google+ that we

via blog.photoshelter.com



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