Web 2.0


Core to Web 2.0 is the concept that "MassMedia is being transformed into "MyMedia" through personalization and user generated content.

Henry Jenkins, the Founder of Harvard's Comparative Media Studies program has just finished researching a source book document this change. He's assembled a collection of examples where consumers increasingly control brands – in education, business, media and politics.

This book is due from NYU Press in August.

by Dave Wieneke

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What's Web 2.0? Social media.

What consumers think and express is essential to the this new focus of publishing. It changes how brand identity and promotion work – and it is at its disruptive and useful best right here in online journalism. Why? It changes how things have been organized for 100 years.

Our consumers are called readers — because in general that's what they do. They read, and except for a few special areas, we provide the writing. And at the center of this is a process of judgment and validation added by us, the trusted source.

Increasingly, however, our readers trust an amalgam of knowledge. The Netflix rating of what people similar to you like, the Amazon user review….Google rankings gathered from millions of independent links from sites. Blogs of people who are living in and creating the news. Our audience trusts its inductive-self more, and omnibus news sources less.

As customers become more engaged, if something is better, faster, easier – they find out and migrate. Gone is the day of the Super Bowl ad. Belief is driven less by brand reach than consumer reputation.

So, we have 2 million people a month reading our news, thinking about it….and generally going somewhere else to discuss it — which might be most engaging content of all to carry.

Perhaps our biggest challenge is to decide if we want to deeply serve specific audiences. And then to serve them drawing on all journalism — from foreign sources, vetted bloggers, amazing photos, backgrounders, and network news clips. Pointing out truth from error with clarity, and encouraging readers to add to our work.

What thought community would we love to actively engage with Monitor journalism? And what about our current visitors? How is their collective knowledge and energy engaged as part of our thinking about the future? Could we provide greater visibility into this process of change, and allow a level of engagement that would fuel advocacy by our visitors?

This is a moment for exciting possibilities. And web 2.0 challenges us to open up to our audience, and to bring them closer to our work's core.

Posted by Dave Wieneke