In una lettera inviata oggi alla redazione il New York Times annuncia di aver individuato Jennifer Preston quale social media editor per il giornale. Un importante passo avanti, da parte del primo quotidiano americano per prestigio internazionale, verso l'integrazione dei media tradizionali con i social media.
Nella lettera si legge così che cosa dovrà fare Jennifer Preston nel suo lavoro quotidiano. Tra le altre cose sottolineamo le seguenti:
Un bel lavoro, ricco di soddisfazioni.
- sviluppare TimesPeople, il social network del NYT;
- espandere l'uso di social network e piattaforme social per diffondere meglio i contenuti del giornale ed essere in stretto contatto con i lettori;
- utilizzare i social media per raccogliere informazioni, monitorare trend e fare notizia;
- diffondere le buone pratiche nell'utilizzo di tali mezzi all'interno della redazione con i colleghi;
- tenersi aggiornata e al passo con l'evoluzione tecnologia, così da suggerire le migliori soluzioni per lo sviluppo del giornale online (strumenti di moderazione, ecc.)
To the Newsroom:
One of the bracing things about this topsy-turvy media landscape is that you can wake up one morning and find yourself actually doing something you never thought you’d even think about. Take Jennifer Preston. In 25 years in the news biz, she’s been plenty of things: Reporter (cop shop, City Hall, Albany, etc.), editor (political editor, section editor, administrative editor, etc.) and even circulation marketing manager (at New York Newsday). But still, did she ever think she’d wake up one morning as “social media editor”?
No, she didn’t but yes, she did. That morning was this one.
Jennifer is our first social media editor. What’s that? It’s someone who concentrates full-time on expanding the use of social media networks and publishing platforms to improve New York Times journalism and deliver it to readers.
Think of Twitter. Did you know that The New York Times is No. 2 on the Twitterholic.com Top 100 Twitterholics based on Followers? (Behind Ashton Kutcher but ahead of Ellen DeGeneres.) Don’t care? OK, but the point is that an awful lot of people are finding our work not by coming to our homepage or looking at our newspaper but through alerts and recommendations from their friends and colleagues. So we ought to learn how to reach those people effectively and serve them well. At the same time, more of us are using social networks to find sources, contacts and information. Like this guy.
Jennifer will work closely with editors, reporters, bloggers and others to use social tools to find sources, track trends, and break news as well as to gather it. She will help us get comfortable with the techniques, share best practices and guide us on how to more effectively engage a larger share of the audience on sites like Twitter, Facebook, Youtube, Flickr, Digg, and beyond.
A big part of her job will be keeping everyone up to date with the rapid developments taking place on the social media front. She will work closely with social media whizzes in the newsroom and other departments, including Soraya Darabi in marketing, Jake Harris in software and Heather Moore in comment moderation, on how news feeds work and how best to be part of the online conversation. She will also work closely with Dawn Williamson, Derek Gottfrid and others involved in building our own social network, Times People, as we continue to use crowd-sourcing techniques to increase the reach and quality of our work. She will work with Craig Whitney and others to ask and answer the many tricky questions that arise in this context: What is the proper balance between personal and professional? What best practices should we adopt or adapt? How can we do the new stuff in a way that honors the old stuff? Etc.
In a significant way Jennifer will apply the collaborative techniques of social-networking to her own job, because of course we all need to figure this out together.