Pushed to the periphery How social media has re-defined the business of connecting to content. Stephen Masiclat Director, Graduate Program in Media Management The S.I. Newhouse School of Public Communications Syracuse University. October 29, 2009 Shorenstein Center, Harvard University.
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Pushed to the peripheryHow social media has re-defined the business of connecting to content
Director, Graduate Program in Media Management
The S.I. Newhouse School of Public Communications
While the center was bloviating. . .Bill Densmore: Shorenstein-newshare.com/wiki . . . newspayEverybody else: twitter (#newsmoney, #shorenstein)
created. . .
and charged for access. . .
And the audience paid
Walled content gardens still make money (WSJ, iTunes) but there is a whole new economy at the periphery.
The audience started making content, and Google programs allowed them to monetize it.
Adwords created an income stream
Search drove traffic
Free services like WordPress and Blogger proliferated in a true new economy cycle
Driving traffic depends on a number of factors:
· Compelling content
· Carefully selected links and
· Optimized, structured sites
that consumers can find
· Constant cultivation-
supporting interaction and
linking over every possible
I was listening to a talk about Search Engine Optimization in Albany, and for the first time it made sense to me. <a href=“http://facultynh.syr.edu/masiclat” > Professor Steve Masiclat.</a> explained how many factors influence search engine results. . .
Content travels best over social networks or through trusted sources.
People generally don’t look for interesting content, they assume it will come to them.
Your facebook friends “liked [this] and thought you might like it too”
57% of internet users share links to news stories
30% of internet users get news on typical day through their SNS use
13% follow news organizations and journalists on SNS
6% get news via Twitter feeds
Lee Raine, Pew Internet Project
Comment on stories
Post links on SNS
Create news tweets