Here’s an interesting opinion piece in the Miami Herald on the difficulties newspaper management is having with social media, especially Twitter. On one hand, they want to encourage engagement. On the other hand, they don’t want to give away the store.
Not only has that horse left the barn, but the barn is burning down. Twitter will be embraced as no less indispensable to reporters than their phones, but it does carry risk — and not the loss of control that news bosses worry about but the illusion of connectedness.
As I’ve said before, I can appreciate how tricky this situation is. How do you find a way to use Twitter and other tools to tease your product without giving away your product? And can you really set up strict guidelines that dictate this, or do you have to trust the common sense of your people?
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