Five Ways Newspapers Use Social Media

From Woody Lewis, a social media strategist for newspapers, who blogs at WoodyLewis.com, here are five promising ways newspapers are using social media to save the industry:

Twitter headline feeds. With more than 280,000 followers, the New York Times’ main Twitter feed dwarfs the Wall Street Journal (19,000+), the Washington Post (4,800+), and the Chicago Tribune (5,200+). Many metropolitan and small-town dailies have followed suit, creating a Twitter handle as an extension of their brand, but the Times, like other large dailies, has gone one step further, establishing channels for Books, Arts and Entertainment, and other sections. These are sub-channels that support personalized interaction, a point of interest for advertisers.

Promoting and monetizing user-generated content. In 2007, the Cincinnati Enquirer created CaptureCincinnati.com, a photo-sharing site where over a thousand local photographers uploaded nearly 12,000 images. The best shots were featured in Capture Cincinnati, a coffee table photo book that included a DVD, selling at a retail price of $39.95.

Story-based communities. The Toronto Globe and Mail uses Cover It Live, a live-blogging/discussion tool that provides interactive coverage of breaking news and live events such as conferences and hearings. Real-time comments, audio and video postings, and polls are among the types of content that can be recorded and then embedded in the story, like this piece on a subway shooting in January.

Customized delivery. Denver-based MediaNews Group, publisher of such major dailies as the Denver Post and Oakland Tribune, has announced plans to test a “customized news delivery service called ‘I-News’ or ‘Individuated News” this summer with the LA Daily News. This service would allow subscribers to choose from different categories, including news from other parts of the country. Blending the offerings of regional newspapers into a separate platform may help more of them survive.

Publishing APIs for third-party developers. The New York Times has taken the lead in an area sure to attract other organizations. By publishing application programming interfaces, or APIs, for third-party software developers, the Times Developer Network has encouraged the creation of a new class of social media applications. Developers have already produced mashups that combine Times content with other resources. Advertisers should see new opportunities to embed messages tailored to the end user, and the Times may partner with those developers it deems worthy, avoiding the incremental cost of creating new applications internally. UK’s The Guardian has announced similar plans to open up its content with Open Platform.

For five more ideas, see the original post at Mashable.com.