However, tapping into the power of a digital community requires shedding some of the work habits of a traditional reporter. Today’s journalists can’t just gather facts and quotes and dispense them to the public; they must actively seek out their audience and create opportunities for interaction. “If you don’t hear from your readers, the tendency is to have a very insular notion of your beat,” Gilgoff said. “If you open it up, there are a zillion angles that wouldn’t have otherwise” come to light.
On convening a community: this excerpt on Journalism highlights engagement value for every sector. The consumer is now part of the creation process and businesses now need to consider how to manage this new workflow!