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There has been a lot of talk lately about who is going to “save journalism.” There is a clear consensus developing that it will be saved (i.e. transformed) by journalists, not news aggregators or legacy publishing company print-centric executives.

I was in the front row, almost literally, two weeks ago today when I heard speaker after speaker make the argument for front-line journalists and allied executives as saviors of the profession.  I attended a smallish, but significant, publishing industry event in Las Vegas put on by Editor & Publisher dubbed the “Interactive Media Conference.” Prior quick blog post here.

The two keynotes for the conference were delivered by John Paton, CEO of the Journal Register Company, and Josh Cohen of Google News. They each delivered key messages with a common theme about the future of journalism and how it might be “saved.” Both said that journalism can be preserved by its practitioners (and their bosses) transforming how it is done.

Paton’s presentation was titled “Digital First, Print Last.” He made a compelling argument that a fundamental mindset shift hasn’t occurred in the industry that will be key to its survival. Paton said the “print people” have been in charge of the industry for the last 100 years and in charge of digital news for the last 10 years. It isn’t working, he said, and the time has come to “put the digital people in charge.” It is what he has done in his company as he transforms it into a multiplatform entity.

Cohen’s speech was anticipated because there has been a perception that Google News is the nemesis of the online news industry. It has been the target of various campaigns by publishers to stop Google’s bots from crawling its news sites. Cohen pointed out that every publisher has the option to stop their sites from being  indexed. However, Google and the publishers have found mutual benefits to the traffic Google aggregates, then directs back to news sites.  He said it is the job of the industry, not companies such as Google, to “save journalism.”  Journalism doesn’t need to be “saved” just “transformed,” said Cohen.

In listening to the rest of the conference’s other panels, it is clear that working journalists will be the ones to do the transforming. There were examples of hyperlocal efforts not yet tackled, social media strategies for news organizations, and collaborative online investigative journalism projects.  The message was made clearer the following day at the Editor & Publisher online awards, known as the EPpy’s. The best in online journalism was honored, from sites such as NPR.org and LasVegasSun.com. As one of the judges, I was blown away by the work being done.

NPR sent one of its top reporters to accept; she was clearly humbled by the industry’s recognition of its outstanding (nonprofit) pursuit of journalism. LasVegasSun’s Rob Curley was emotional in collecting one of his team’s awards in honor of the laid-off multimedia producers who did the work. Afterward, his publisher spoke of the struggle to monetize award-winning journalism.

Saving the publishing industry or saving journalism?

Coincidental to the E&P Interactive Media Conference was the publication – and follow-up discussions – of The Atlantic’s article, “How to Save the News.” Article author James Fallows tried to put his piece in further perspective in a post on colleague Andrew Sullivan’s blog on the magazine’s site titled, “Will Google Help Save Journalism? Ctd:”

“If there is a point that, above all the others, I wanted most to convey in this article, it is not “everything is going to be OK” or “Google is our friend” or even “here comes a torrent of new advertising money!” Rather it is a cultural/attitudinal argument about the press and everyone who cares about it. Far from being autumnal and despairing and mournful about a supposed golden age that has passed and fatalistic about the doomed state of public information and the resulting lapsed state of society, people who care about the media should (according to me) recognize that technological upheaval, and the resulting business shifts and forced individual innovations, have been the norm rather than the exception in our enterprise. Clever and ambitious people, especially but not only young people, will find new ways to do the work a society needs of them — and to make a living while doing so. …” http://andrewsullivan.theatlantic.com/the_daily_dish/2010/05/will-google-help-save-journalism-c.html

There are many former journalists who are making a living as one-person Web publishing entities or smaller start-ups with teams of journalists who took buyouts or were laid off from more traditional legacy publishing companies. They are tackling the “news” in more energetic, brighter ways. One shining example is Nozzl Media of Portland, Ore., where a group of former old-school journalists are re-inventing themselves by creating real-time news stream Web applications.

Innovation is the key at start-ups such as TBD.com

It will be interesting to watch how much of the current cutting-edge thinking comes together at TBD.com, a start-up venture in Washington, D.C., funded by the people who started Politico.com. TBD has brought some of the brightest and most innovative journalists and journalism executives to their site, which was featured recently on Techcocktail.com and described in this way:

“By aggregating heavily, utilizing geocoding for personalization and applying “the Politico mentality” (an urgency and willingness to publish incrementally) to local news, TBD intends to be a one-stop news shop for the District, Maryland, and Virginia…

While they plan to be a news hub for the area, the folks at TBD.com don’t plan to do it alone and are enlisting the help of partners who will supplement and enhance their news coverage…

For TBD.com, transparency is a big priority.  Recognizing they may not have all the answers and details about the news stories users care about, they say they’ll be counting on readers to fill in the blanks and help construct the most complete history of the news happening in our region.   Stories at TBD will always be developing, and TBD will “belong to everyone.” http://techcocktail.com/home/2010/06/12/tbd-com-aiming-to-be-dc%E2%80%99s-one-stop-news-shop/

There are some key concepts that stand out about the site’s approach: aggregation, geocoding, personalization, urgency, incremental publishing, partnership, transparency. These are trademarks of many innovative organizations, including Google. Half of the work one must do in being “saved” is admitting things aren’t working and then changing things up. Publishing companies which do that will likely continue to publish; those which don’t may perish. Journalists and journalism will survive.

Related links

John Paton’s Ben Franklin Project: http://jrcbenfranklinproject.wordpress.com/

Google News official blog: http://googlenewsblog.blogspot.com/

Nozzl Media site: http://nozzlmedia.com/

TBD.com: http://tbd.com/

TBD’s Steve Buttry: http://stevebuttry.wordpress.com/

Intel on Facebook

I recently had the pleasure of chatting with Intel’s Ekaterina Walter (@ekaterinawalter), Social Media Strategist, about the company’s social media strategy, including its Intel on Facebook presence.

Intel generated quite the buzz last month at the Consumer Electronics Show (CES 2010) in Las Vegas for several reasons:

• The launch of its new Core® processors;
• Its crowd-pleasing interactive cube display; and
• Its new Interactive Directory for Facebook.

Intel has been a leader in social media through its Social Media Center of Excellence, based in the Portland, Oregon area. The small but powerful group helps the company to develop and execute on its worldwide social media strategy. The group’s long-term work was recently featured on the Harvard Business Review blog. See Intel’s Social Media Training – The Conversation – Harvard Business Review

Walter is part of a team which also includes Kelly Feller and Bryan Rhoads, among others. The unit works in conjunction with other Intel divisions, such as marketing and legal, on both internal and external efforts. Intel has worked closely with Facebook and outside developers to create a one-of-a-kind presence which is as innovative as anything else that Intel does.

Intel’s thought-leading approach to social media

The Interactive Directory on Facebook is just the latest in a long line of innovation by the company in the area of social media.

Intel was one of the first major companies to recognize the need to provide guidance to its employees, in the form of company policies, on the proper use of social media and its tools. The company took it one step further, developing a curriculum and certification program for employees: Digital IQ. See Technology@Intel · Intel’s Social Media Story… by Bryan Rhoads.

The goal is to provide guidance, policies, and company-wide tools to help Intel employees interact on the Social Web. Like most companies, it started out as a grass roots project when social media appeared on the scene and there were no guidelines in place. That scenario can create chaos and risk for a company, but now one like Intel has a resource.

Walter puts the team’s mission this way, “We help teams bring social media into their strategy and look overall at our presence everywhere: Facebook, Twitter, Flickr, YouTube … Where are we and how should we represent our brand?”

The trick is not to be controlling, but to give guidance (including legal review) so that interactions by Intel in social media are authentic, but with structure.

“It’s a very fine balance,” said Walter. “You don’t want to kill the passion, take it over and say, ‘Now we’re in charge.’ … Education is a huge part: talking about risk, branding, trademark, privacy, HR issues. Educating without pushing.”

The training spreads social media “IQ” throughout the company. The nimble team does a lot with limited resources for a global company the size of Intel, developing playbooks for social media efforts that teams can execute.

“We’re extremely passionate about all things and creative,” Walter says about the Intel social media team. “When you put us all together, it’s amazing what you can do.”

The process employed by Intel is one many companies can emulate.

“Start with objectives and do it right. Why are you on that platform? Then figure out how to execute on each platform,” says Walter. Then, just as important, adapt and evolve. “You learn every day by engaging with your audience on each platform,” she added.

Intel’s new Interactive Facebook Directory

The Interactive Facebook Directory represents cumulative learning by the company since it has been on the platform. It has four portal entries for diverse topics: “Developers, Products and Technology, Students and Educators, and Discover Intel.”

“It says, here’s our presence (on Facebook),” says Walter. “It’s the first one ever designed that’s interactive. It guides you to what you’re looking for or you can browse on you own. It’s really basic but really helps folks to understand where they can go. It helps people to understand Intel has a bunch of pages but these are being maintained.”

Walter says the goal isn’t to simply create a large community, but to foster an engaged community and provide customer service, sales, and marketing support. The Facebook portal is another way for a B2B or B2C user to get information about the company as a complement to www.intel.com.

The company worked with an outside developer to build the application for the specialized Facebook platform. It is also designed to take advantage of the strengths of Facebook and not play into its weaknesses.

“Facebook is not a broadcasting tool,” says Walter. “What it is, is it allows you to build relationships; I don’t care if it’s in your personal life, professional life, or a company strategy.”

Walter notes most brands are perceived as monolithic and cold, so these types of presences “add a little color to your voice, more authenticity to it.

“It’s a myriad of things,” says Walter. “The community might answer its own questions. It’s a self-supporting community, but they can reach out to us and know they are going to be heard. (The response) is ‘they are actually interested and listening.’ It gives you a sense of knowing your voice and trusting your voice.”

Whatever strategies companies want to employ on Facebook and other social media platforms, Walter has some advice on how to approach it: don’t automate systems (if you can avoid it), be sincere, and don’t be fearful.

“If you’re afraid, fear will hold you back. If you’re afraid, you’re never going to go anywhere,” says Walter. “We do work with PR to post key topics, but we’re not bombarding people with stuff. A little bit of attention goes a long way; the passionate will bring along people who are neutral. If a huge percent of your audience is neutral, convert them to loyalists. It’s all about the relationships. Relationships take time, take resources, but you need to do it right.”

Related media

• Intel’s Social Media guidelines: http://www.intel.com/sites/sitewide/en_US/social-media.htm
• Intel’s Interactive cube at CES 2010 (@Scobleizer)

WordPress founder Matt Mullenweg (@photomatt), center, at Word Camp Portland (#wcpdx) @beerandblog prefunction. Jeff Bunch, 2009

Matt Mullenweg (@photomatt), founder of WordPress, is one of the most humble (and brilliant) guys you will meet.

Mullenweg gave us one of the Web’s most useful tools from a simple desire to improve blogging for himself and, eventually, the world.  This blog is an example of the idea in action.

Mullenweg was in Portland, Oregon last week for the second annual WordCamp Portland (#wcpdx).  It was a wildly successful event, largely due to the efforts of event organizer Aaron Hockley (@ahockley) of Vancouver, Washington and a group of dedicated volunteers and sponsors.  The event at Webtrends (@Webtrends) brought many WordPress gurus to the tech universe that is PDX.

Portland is the scene of a tech-centered group of wild-eyed dreamers who are some of the most supportive and talented developers whose depth would be hard to match in any other U.S. city.  Only the Bay Area, Austin, and Seattle can come close to the geek mojo of this city.

WordCamp was just the latest in a series of events which are organized mostly locally but which draw attendees from throughout North America.  In the past year, there have been at least a dozen world-class tech/Web events here, including: Bar Camp Portland, Innotech, Web Visions, Internet Strategy Forum Summit, Digital Journalism Camp, Open Source Bridge, DjangoCon, LinuxCon, and WordCamp Portland.

“I’m not much of a coder,” Mullenweg admitted in an engaging hour-long Q&A with the audience last weekend in Portland.

Yet he explained how, back in the day, he dove into improving upon the unsatisfying existing blogging platforms (such as Moveable Type) by getting under the hood and writing a little .php script.  It became the WordPress platform, morphed into the non-profit WordPress.org, and led to the founding of Automattic (“Inspired by you Striving to create good. Nothing is perfect”), a rapidly building empire which he heads.  He also created the akismet spam-busting comment verification tool.

Mullenweg has rightfully been recognized with the distinctions of:

• one of PC World’s Top 50 People on the We;
• Inc.com’s 30 under 30; and
• Business Week’s 25 Most Influential People on the Web

WordPress describes itself as “A semantic personal publishing platform with a focus on aesthetics, web standards, and usability.” It meets all of those criteria and, with the support of a wide-ranging user community, is improved upon every day. The amount of themes, plug-ins, and the like are increasing every day.  Its rise is not unlike that of the iPhone and Apple’s App Store.  There is certainly not the volume of development going on as there is for the iPhone, but there is less noise and more quality.

It’s all about the concepts which underlie the most successful businesses in the world: creativity, passion, dedication to quality:

“I am the founding developer of WordPress, the blogging software that runs much of this site and millions of other sites around the world. The website says WordPress is “a state-of-the-art semantic personal publishing platform” but more importantly WordPress is a part of who I am. Like eating, breathing, music, I can’t not work on WordPress. The project touches a lot of people, something I’ve recently begun to appreciate. I consider myself very lucky to be able to work on something I love so much.” – Matt Mullenweg, from his personal blog ma.tt.

His next big thing (I predict) will be the WordPress social media platform BuddyPress. To see an interview of Mullenweg while he was at WordCamp Portland, check out this one by @CamiKaos of strangelovelive.com.

Uploaded photos to Flickr from Word Camp Portland @beerandblog pre-function at the Green Dragon, attended by WordPress founder Matt Mullenweg #wcpdx. Above, Word Camp or organizer Aaron Hockley of Vancouver, WA, left, chats with Doug Coleman, center, and Mullenweg. It was a great pre-function to the two-day camp which begins on Saturday in Portland, Oregon at WebTrends.  Link is fixed (thanks justin k)

Digital Journalism Camp, Portland – “Square Peg, Wrong Hole”

by jeffrey bunch 1 month ago
A panel discusses the challenges of online news content at the Digital Journalism Camp (@journopdx #journopdx) in August 2009 at Portland, Ore. “Square Peg, Wrong Hole, Why Your News Product Doesn’t Meet Consumers’ Needs.” Panelists; Carolynn Duncan, Founder, PortlandTen; Steve Woodward, CEO, Nozzl Media.