03.07.08
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Media08: Al Jazeera and new media

Mohamed Nanabhay, head of new media Al Jazeera Network. I missed the first part of Mohamed’s presentation because I was doing an interview. I came in as he was talking Al Jazeera’s focus on newsgathering. He said that while CNN showed the missiles taking off, Al Jazeera showed where the missiles landed.

It’s not about mobile TV. It’s about shift in media.

  1. The ability for anyone to create and share media. This is a cultural shift. People try to ignore, and we’re still trying to figure out how to deal with this shift. Public and private lives blurred Incredible choice. Shift in trust.
  2. We have a shift in how we deal with technology and media consumption. He tells his 4-year-old daughter to ask Uncle Google if he doesn’t know. What they of TV and media has shifted. We consume media totally different.

How do we deal with new engaged audience? We used to talk about coffee shop culture. Kids are now sitting forward.

Industry issues

  • TV and newspaper are losing audience to new platforms
  • Content is going online whether we like it or not
  • internal resistance to change
  • undefined business models

Al Jazeera’s response

  • Don’t fret over new platforms. Engage people wherever they are.
  • Content is going online. Al Jazeera is making our content online while everyone is taking it down.
  • Intternal resistance. Evangelise, experiment and empower. Win over people, and they will evangelise for you.
  • Undefined business models. Quick, low cost, experimental projects and see what works.

He talked about a distributed distributed model. It doesn’t mean that TV is broken or throw out your TV.

They added an Al Jazeera English channel. 1.6 million people were introduced to Aljazeera English. People have put up 4700 videos online, and there have been 20 million views of those video.

They put up five of their most popular programmes. They are full 40 minute episodes. They allow people to embed the videos on their sites and blogs.

We have been talking about empowering people in Gaza to do video. People took out their phones into Gaza to provide video. People took the initiative.

Benefits of these models. People are discovering their content. They compliment the programming with new voices and new context. We create a sense of community around our content and are trying to be a part of the conversation.

He told the tragic story of an Al Jazeera correspondent being killed, but it was great to hear him talk about the channel’s commitment to journalism even under difficult situations.

As Ammar, in the comments below, and Mohamed, on his blog, point out, his presentation has been posted at Slideshare.

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03.07.08
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Media08: Digital Media Innovation Conference

As I blogged about before I caught the flight to Sydney, I’m at Media08 in Sydney. I’ll be blogging about some of the sessions. I probably will backfill some of these posts because I’m juggling a lot today.

Jack Matthews, CEO of Fairfax Digital, kicked off the day of presentations. He said, that Fairfax did not the luxury of multimillion R&D departments. We need to be lean to innovate. And originally, we thought about doing this. We thought it was going to be an internal staff as part of our professional development plans to bring together this elite team of ‘thought leaders.

This is the conference equivalent of speed dating. RSVP, their dating site, set Guiness Book of World Records for largest speed dating event.

David Kirk, (former captain of the All Blacks and) CEO of Fairfax Media. The issues you will discuss are on my mind everyday. How we rise to the challenges of today and manage them. They are difference between achievement and growth and mediocrity and decline.

Innovation is often thought of as the new new. It is not often that innovation is thought of in the context of the old: Publishing, automotive and mining (for instance). The Sydney Moring Herald reaches more people than ever. Moving from print publisher to multimedia company. They are focusing on integration and collaboration.

Three cornerstones of our strategy:

  1. Defend and grow our newspapers. Involves innovation and change. Key to culture. Have to hang on to core of our values and history.
    “Our newspapers have to be connected to our audience and our readers. It remains the core of our success.” In US, see only decline. But the market is not the same here.
  2. We need aggressive growth online. Three years ago, less than 2% of revenues. It will grow to 20% in a couple of years. It is the high growth part of our business.
  3. We need to be a leading digital media company for media markets of 21st Century. The strategy has to be robust. Consumer behaviour is changing rapidly.

Discussing this to our staff has been the most difficult thing for me as a CEO. Rapid changes make it difficult to communicate a sense of certainty. We learn along the way to describe what we talk about.

Focus on transition from publisher to leading multimedia company. We have to the best at originating content. It is our fundamental history and heritage. I often say digital content, but everything that we do is digital these days. No one has the people on the ground in communities as Fairfax.

Building ability to deliver audio and video content. A year ago 800,000 downloads a month, now 4 million a month.

To be successful, we have to own and leverage cross media brands to drive extension of audience reach.

He then talked about building multimedia brands. As a social media guy, I talk about building connections not brands. Certainly now those connections are part off that brand. I am wary of the obsession around brand. The menu is not the meal, and sometimes abstract discussions of brand misplaces a focus.

I agree with him a lot more when he is talking about multi-platform.

Where the audience goes, we have to go. The only way to aggregate audiences is to chase them.

New media is littered with companies without business models. You need proven revenue models. The revenue models turn audience and brand participation into money. We are focused on classified and display ads and transaction market. We have stuck to our subscription model. WSJ and FT see as sensible way to go.

I don’t necessarily agree 100% with him. Comparing a general media company to the FT and WSJ misses a point. We used to joke that the only content you can sell online is sport, business and porn. General content is commodity.

We have to build innovation into the DNA of the company.

We believe that we can hold our own. We still need to focus on the basics of good business everyday whatever the medium.

Fundamental drivers:

  • compelling content, every minute, every hour, every day
  • innovative, creative advertising and content sales
  • reader, viewer, listener community – audience -connection and management
  • production and distribution excellence
  • every day need to be managing, developing and training people.

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03.06.08
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Please bear with us

We’ve had intermittent problems with Movable Type here at Strange Attractor for months now. Every time we think it has been fixed, something else goes awry. Right now, we’re battling with a problem with rebuilds which means that every time we post an entry, or someone posts a comment, the site fails to rebuild properly and spits out naught but a blank page. This is really annoying, and we are sorry if you’re inconvenienced by it.

We are hoping that we’ll be able to move to WordPress soon – that’s our aim, although the actual transition is in the hands of the chaps at Corante so we have no idea when it will happen. In the meantime, sorry if you have visited or tried to comment, only to get a sea of white. Please do email me if you have commented and the site is returning a blank page and I will pop in and do a manual rebuild.

03.05.08
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Media08: Making the change from mass media to social media

Suw and I just got back from our honeymoon on Sunday, and I’m at the airport again. I’m heading to Sydney to speak at Media08.

I’m going to be speaking about making the transition from mass media to social media. Trends in audience fragmentation continue, and mass media are increasingly challenged to deliver the size of audiences they once did, which threatens their underlying business model of mass audiences delivered to advertisers. Journalists have been particularly poor in adapting to these changes as the positive sense of public service that many journalists have has soured into a false sense of entitlement. Yes, journalism is important to the functioning of a democracy, but just because we believe what we do is important, doesn’t mean that people must pay attention to us. We’re competing for people’s valuable disposable time and income against not only other news outlets but also against other forms of information and entertainment. We’re competing against not only CNN, the Telegraph, the Washington Post and the Economist but also against iPods, YouTube, Digg, the Wii, Facebook, real books, instant messaging, text messaging and MySpace messaging. Time and attention is the scarce resource that we’re fighting for, and as I’ve said before, most journalists really don’t grok this.

As journalists, we should focus on quality content, but our audiences have moved on, too often quite literally. They expect not only quality content but real, social interaction around that content. Wrap your content in a community. In 2008, that can still be a unique selling point. But this isn’t rocket science, and while journalists have been fighting over fundamentalist definitions of what is and isn’t journalism, innovators not beholden to dogmatic definitions of journalism have been creating social experiences around media. See Newsvine, which iterated and innovated enough to get the attention of a small company up the road in Seattle (well MSNBC – part owned by NBC and Microsoft) who came knocking with a cheque. But the time to gain the first adopter edge is coming to a close. By the end of 2008, savvy media and technology companies will have already moved and social media won’t be such a differentiating competitive advantage.

I’ll blog more about this over the next few days as well as blogging about conference itself.

03.04.08
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A four-day week

Kevin and I are back from our honeymoon – we had a fabulous time in Barbados – and raring to go once again. I’m looking forward to reclaiming my evenings and weekends, after months and months of focusing on nothing but organising our wedding. I’m pleased that we chose to do so much ourselves, as the big day was just wonderful, but it really did take up time! Kev will attest to how many hours I spent beading fabric and making things!

Now that I’m back, and easing myself into my work again, I’ve made a pretty fundamental decision which will affect – and hopefully improve – the way that I work. I’ve long been an admirer of Ryan Carson and the gang at Carsonified who work a four day week, closing the office on Fridays. I saw Ryan talk about this at EuroFOO in 2006, and promised myself that I would work towards a four day week over the coming months.

For the self-employed, a four day week is both incredibly easy and astonishingly difficult to achieve. As I run my own business, I have total sovereignty over my time, something which is deeply important to me and the reason why I always turn down job offers, no matter how juicy. I’ve been a freelance for ten years, and adjusting to having to ask for holiday or leave early, and having to go to the same place every day would pretty much send me fruit loopy. I like my independence, and I like making my own decisions about how I spend my time, and on what.

The irony of freelancing, though, is that you end up working really, really hard, not taking holidays or finishing early, and working in the same place every day, even if it is just from your couch. I think my first first holiday with Kevin in 2006 was the first proper holiday I’d had since going freelance, or possibly even since leaving university. So whilst it’s easy for the freelance to decide to work a four-day week, it’s a lot harder to actually execute that decision.

In January 2007, I started marking out Fridays as busy in my calendar, blocking the time out as ‘Free Fridays’, with the intention of spending that time doing stuff that was fun or interesting. Sort of like my very own Google 20% Time. As a tactic for getting me to work a four-day week, it was a total failure as I almost immediately had to book a meeting on a Friday, and within a month, Fridays were just like any other day.

Ryan, on the other hand, has the advantage of running a company which employs people, so once company policy is made to shut the office on a Friday, it’s easy to stick to it. Everyone’s paid a full wage and they work 9am – 6pm Mon – Thurs, which is a 32 hour week, and plenty of time to get stuff done. A set-up like that is pretty easy to maintain because it’s embedded in company culture.

So, now’s the time to try again in a more formal, structured way. Rather than designate Fridays as ‘free’, I’m going to designate them as Reading and Research Day. I have a number of books on my bookshelf that are crying out to be read or, in some cases, re-read and there are even more that I want to get hold of. Plus there are various things that I want to research, whether it’s technology, applications, site, or something more academic.

I’m particularly interested in expanding my knowledge of ethnography, psychology, human behaviour, and usability testing methodologies. So much of what I do now is really about people, about understanding how people behave, how they view themselves and their jobs, how they relate to technology, how they use software, how they interact with each other, how they engage politically with their peers, superiors and subordinates.

The more time I spend working with people who are trying to foster social media adoption in their company, the more I see how much of the project’s success is down to the people, rather than the technology. You can make the best technology decision possible, but if you don’t make the right people decisions, your project will founder. This is something that few companies seem to realise, and frequently resist admitting because it complicate things quite significantly. People are, after all, complicated and you do have to take that into account when planning a social media project – you can come up with some lovely, slick ideas about how people “are going to use the software”, but without a solid grounding in reality, you can find that people aren’t doing what you expected them to do.

I am also inspired by ethnographer Grant McCracken, who splits his time between working as an ethnographer, and doing anthropology research. He says:

[E]thnography can be a great day job, the thing you do to earn enough money to do something else. This might be filmmaking, poetry, fine art collecting. In my case, I do it to fund my anthropology.

And, as I have argued here before, it consulting serves in a couple of ways. It pays me well enough to free up chunks of the year for research. But it also gives me data and understandings that work their way into my research.

I have to be careful not to violate my confidentiality agreements and I take these seriously. The moment the corporation believes you are “reselling” its data, that’s the end of your career as a consultant. The corporation is right to be vigilant on this point, but it is smart enough to see that I represent a peculiar bargain. Because I spend half the year doing my own anthropology they actually get two days for the price of one, the day they pay for, and the day I have spend working on my own. That anthropological research is frequently the source of the insight they most prize. Two-for-one, it’s a bargain. And it is a distinctly better deal than hiring a consultant who does not ever engage in intellectual development but instead exhausts his or her resources by taking on too much work.

I think this is a really important point. It’s not enough to just consult all the time. It’s not enough to be abreast of technology. Yes, I learn a lot every time I work with a company – the use of social media is a really new field and every consulting gig is an opportunity to understand more about how it all works – but if one is not careful, one can get caught up in one’s own assumptions of how things should work, rather than observing how they do work. This is why I feel the need to spread my net a little further and explore other people’s work in complementary disciplines.

The downside of this is that it does reduce the amount of time I have to work on client projects, and the number of clients I can take on simultaneously. As a freelance, that’s clearly something I have to take seriously, but I think in the end, it’ll be well worth it. Clients will get better work from me, and I will stay on top of my game.

There’s no time like the present, so this Friday I shall go to the Social Media Cafe Prototype meeting, and thence to the QR Code meeting (conveniently in the same place), and will be taking a book, and a notebook, with me. I shall, of course, report back.

02.15.08
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Just married!

Our wedding bands
After months of talking about it and planning for it, Suw and I are finally married. Thank you to everyone who sent along their congratulations and best wishes. Thank you to Chris ‘Pods and Blogs’ Vallance for being such a great Best Man. Thanks to Matt ‘Dopplr’ Biddulph for taking such great pictures. And thanks to all our friends and family who were there helping us celebrate with us.

We’re off to Barbados until March, and we’ve left the computers at home. We will be lying on a beach watching the clouds by and letting the sun melt away and surf wash our cares. We’ll see you in March when regular service will resume here at Strange Attractor.

02.12.08
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Oxford Internet Institute: Continuing the conversation

After having the opportunity to speak about blogging and the US elections at the Oxford Internet Institute last Monday, the conversation is continuing. I apologise for not responding sooner, but I do have the small matter of getting married at the end of this week.

After my talk, I posted some links to links studies that I mentioned during the talk as well as well as added to some arguments that I made. One of the questions that was raised during my talk was whether the mainstream media should blog. Tobias Escher, a DPhil student and research assistant at Oxford, followed up his questions with a post. He says:

  1. Journalists and their employers do already have a voice in the public sphere, they do not need yet another channel to get their take on issues across.
  2. Most of these corporate blogs just don’t work. They are not written in the spirit of blogging, they are not looking for a real dialog (something they share with blogs of politicians) and aim only to co-opt bloggers into giving the media company some form of credibility.
  3. The money spent on developing these platforms should rather be invested into the core business of news providers, e.g. in foreign correspondents and investigative stories (ie. the things that are most difficult for citizen journalists).

I agree with Tobias on point one, and I have often said publicly that to justify the effort of blogging, financially and editorially, that news organisations must do more than simply chop up content that they already produce and put it in blog format. (A friend of mine calls this approach ‘news sushi’.) I often play a Daily Show video in which Jon Stewart jokes that MSM blogs ‘give a voice to the already voiced’.

What is the strategic reason for news and media organisations to blog? What are news organisations trying to achieve? It can’t be simply to publish more content. Does the addition of comments below articles offer any strategic advantage that outweighs the potential liability both in terms of possible brand damage and moderation costs?

For me, blogging is part of a community strategy, not a publishing strategy. As I wrote:

Adding comments to the bottom of stories or columns is a step, but it’s missing the point. It’s treating blogging strictly as a publishing tool, not as part of a broader community strategy. …

I’m not saying that it’s a mistake to allow comments on the bottom of articles or columns. But that doesn’t change the fact that simply allowing comments on static content isn’t taking full advantage of blogging. It’s is treating blogging as a content-management system that allows comments. If that’s your goal, just adapt your content-management system to accept comments.

And if that is your organisation’s goal, then I would argue that the risks do not outweigh the costs because the competitive advantages decrease while the cost remains constant. Comments alone are no longer a differentiating factor in today’s media market. They have become in many ways, a lowest common denominator in terms of participation.

I think Tobias is also right that most corporate and MSM blogs lack credibility. For one, they lack authenticity. They often have no voice, no humanity. In the US, journalists are hampered by believing that strict objectivity requires them to adopt not only a neutral tone but actually a boring, emotionless tone. Readers don’t believe us because they don’t believe we as journalists are actually objective. Also, why would anyone engage with the disembodied voice of objectivity?

In the UK market, blogging suffers from a belief that blogging is simply columns with comments. But the professional columnist still can lack authenticity and sees no need for engagement. As Dan Gillmor said, “We like readers plural, but we’re scared by readers singular.” Scared, and from a column delivered from a position of being above the conversation, professional columnists are often dismissive of the opinions delivered from beneath them.

I’m fascinated by the points of view that readers raise that I hadn’t considered, perspectives they bring that I don’t have. If I engage in the conversation as an equal, I often find that I don’t suffer the harsh blow back that some columnists complain about from readers.

Too many media blogs simply use the technology to give the appearance of interactivity with the addition of comments. But there is no conversation. There is a monologue from the media, and the conversation exists only amongst ‘them’, the commenters who come to discuss the article. Any sense of community remains completely external to the news organisations as long as journalists remain uninvolved in the discussion.

The bottom line is that if you are implicitly asking readers to interact by creating a space with comments, designed for conversation, that you have to be ready to be part of the conversation. Journalists who blog need to have some sense of responsibility for the conversations they start on their blogs, whether that be in the tone they set or their level of commitment to the conversation. Being a blogger is like being the host of a salon or a discussion group. A blogging journalist should bring original reporting from unique sources to the conversation, but they also should foster the discussion, highlighting interesting contributions from commenters, linking off to other interesting blog posts as part of the wider conversation and generally being congenial hosts. Why isn’t directly facilitating lively, intelligent, informed debate and discussion a journalistic function?

To respond to Tobias’ third point, which was to say that community isn’t the core function of a news organisation and not worthy of investment over news gathering functions, I cede that this is a valid and common question. I know that what I’m calling for is going to take time, effort and money. Most news organisaitons aren’t expanding, they are cutting back faster than the Detroit auto-makers.

To answer some of the cost concerns, I’d simply say:

  1. The real cost is not in the development of a new platforms but in staff costs, whether that is hiring new staff or diverting existing staff or staff time to blog or support community projects.
  2. As I wrote about recently, the development costs can be dramatically lowered by the use of open-source software. The New York Times uses WordPress. Morris Digital uses the open-source CMS Drupal, and there are several other open-source CMS and community software options.
  3. It is much less costly to add a new blog than it is to launch a new print product or section. These blogs can be focused on niche coverage that is interesting to readers and to advertisers and helps grow the business and support quality journalism.

As I said at Oxford, most news and media organisations believe that quality and brand recognition will help them cut through the increasingly cluttered media landscape. At the risk of repetition, quality does not guarantee success in today’s media market. I believe that news organisations need to reconnect with their audiences. It’s my belief that the news organisation with the strongest relationship with their audiences will succeed.

This doesn’t mean I believe that journalists should pander to readers, but I believe that social media gives journalists the opportunity to develop a direct relationship with ‘the people formerly known as the audience’. The tools make it easy for journalists to carry on a conversation with readers, involve them in reporting and build a loyal community. To me, it is a competitive advantage. It is one of the competitive advantages of a networked journalist. I draw on the wisdom in the crowds to enhance my journalism as well as feed Guardian journalism back into those crowds.

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02.06.08
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CBDE special guests announced

A little unashamed pimping… 😉

Over the last few months I’ve working hard on the Creative Business in the Digital Era research project (hence my quietude here), which is examining the way in which businesses are using open intellectual property (IP) as a central pillar of their business model.

The project culminates in three free seminars in central London during March – a full day on 17th March, and two evening seminars on 18th/19th (with roughly the same content in each) – during which we’ll talk about what we’ve discovered about open IP businesses, and talk to people who are actually giving stuff away whilst also making money from it. We’ve managed to recruit three fabulous guest speakers:

Monday 17 March
– Tom Reynolds, blogger, ambulance technician and author of Blood, Sweat and Tea, published under Creative Commons licence and in paper by The Friday Project.
– John Buckman, entrepreneur, musician and founder of CC music label Magnatune.

Tuesday 18 March (evening)
– Tom Reynolds graces our presence again.

Wednesday 19 March (evening)
– David Bausola, the creative mind behind interactive online comedy Where are the Jonses?

The seminar is aimed at people within the creative industry – e.g. music, publishing, film, TV, radio, visual arts, photography – and from any size of company, whether they are freelances or a C-level exec. The course materials are all being prepped out in the open, under CC licence.

As mentioned, the seminar is free to attend – if you are interested, all you need to do is to fill in our application form.

If you’re interested yourself, please do apply! If you have a blog, podcast or Twitter account and would like to mention our seminar, please do. And if you know of anyone who might be interested in coming, feel free to tell them about it.

Our deadline for applications is 15th February, so apply now!

02.05.08
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Oxford Internet Institute: Blogging and the US elections footnotes

It was truly a great honour to speak on Monday at the Oxford Internet Institute about Blogging and the US Elections.

It was also slightly humbling to remember the differences between journalism and academic study. Journalists are trend spotters. We paint broad brush trends we see often with a mix of anecdotes and some statistics. We aren’t necessarily held to the same level of proof as peer-reviewed research (although some might argue that bloggers are a form of peer-review).

I think it’s easy to forget about the limits of what we know considering the time constraints journalists work under. We do need to remember that correlation is not causality. I think that journalists should be more honest and open about the limits of what we know instead of trying to be oracular, as Jonathan Zittrain put it. Jonathan is a friend of ours and also the brilliant Professor of Internet Governance and Regulation at the Institute.

I now have a small sense of what it must be like during the oral defence of one’s dissertation. Several questions interrogated various statements I made and asked me to support them with statistics not just anecdotes.

Having said that, I did do my homework. Honest. Here are some links.

1) I said that blogs have increased participation in US politics, and I mean not simply in voting but also participation in the process. I quoted a 2006 Edelman poll that said in summary:

A new survey of consumers released today in the European Parliament, revealed that nearly a quarter of the population in the U.S., UK, and France, read blogs at least once a week and of that group nearly one-third are moved to undertake some type of political action.

One of the roundtable participants asked me to clarify whether there was simply a correlation between blogging and political action, whether bloggers were more likely to be politically active or whether blogging encouraged them to become politically active.

To be honest, reading the press release, it’s unclear if the blog readers were moved to political action by blogging or simply took political action and also were blog readers. I remember the full poll being a little clearer, but I could only find the press release online. I couldn’t find the full results of the poll.

Anecdotally, I would say that tools help activists connect and therefore, previously isolated political communities were able to join together virtually and be encouraged to take real-world political action. But that still doesn’t answer the question: Correlation or causality? One student was studying political activist communities. They all seemed to use online organising tools. Did the activists use the tools or did they become activists through empowerment by the tools?

However, in preparing for the talk, I found several academic studies that indicated that blogging did indeed encourage political participation. I referred to them in my talk, but here are some other links. I found the summary of a study: “Online and Offline Activism: Communication Mediation and Political Messaging Among Blog Readers,” Homero Gil de Zuniga, Emily Vraga, Aaron Veenstra, Ming Wang, Cathy DeShano, and Dhavan Shah (first author from University of Texas-Austin; all others from University of Wisconsin-Madison). From the summary (Word document, study 3, with a PowerPoint presentation as well of this and other studies):

Political bloggers are viewed by many as lone voices, socially disconnected and working apart from the traditional mechanisms of participation. Critics assert that their audiences exist in an echo chamber, repeatedly exposed to uncritical reports that polarize but do not mobilize. This research challenges that view by examining the ways in which the members of blog audiences engage in the political process.

I also have a pre-release copy of David Perlmutter’s Blogwars. I’ve only read about a third of it. And he makes reference to other studies showing that links between blogging and increased political awareness and participation. I’d suggest taking a look at his blog for more information. He is involved in some of the research in the previous links.

2) I also talked about the YouTube effects in my talk. I wrote a post last week referring to how YouTube was becoming another political channel, allowing Barack Obama’s speeches to reach an audience that wouldn’t have been possible with traditional 24-hour-cable channels. As of writing this, his speech at Ebenezer Baptist Church in Atlanta, which Martin Luther King once was pastor, had been viewed 600,000 times. In the week since it was posted, his South Carolina victory speech has also been viewed 600,000 times. As I wrote, Obama’s video would have been clipped by the 24-hour cable news channels. But the speech in its entirety would have been an ephemeral event forgotten in the attention-deficit news cycle. Will these videos bring new supporters to Obama? I just don’t know. I only raise the issue as a new phenomenon, and unfortunately, we probably won’t know the impact until after we have a nominee.

A student asked me if we knew anything about who had seen these videos. Were they from the US? Could they vote? I admitted that I didn’t know. Web metrics are a black art, and I don’t have access to the traffic information from YouTube.

I don’t know what impact these speeches uploaded to YouTube will have. I don’t know whether they are influencing new supporters or simply being passed around by those who already support Barack Obama. I think the impact of the viral videos like ‘Obama Girl‘ (viewed 5.7m times) or the ‘Yes we can’ mashup (viewed 1.5m times in three days) is even more unpredictable. I am sure that we’ll see some fascinating research come out of this new trend after the dust settles.

3) I mentioned a January poll by the Pew Internet and American Life Project showing that 27% of those under 30 and 37% of Americans aged 18-24 were receiving campaign information via social networks.

In this regard, substantial numbers of young people say they have gotten information on the campaign or the candidates from social networking sites such as MySpace and Facebook. Overall, more than a quarter of those younger than age 30 (27%) – including 37% of those ages 18-24 – have gotten campaign information from social networking sites. This practice is almost exclusively limited to young people; just 4% of Americans in their 30s, and 1% of those ages 40 and older, have gotten news about the campaign in this way.

A student also said that young voters are unreliable voters. They express a lot of enthusiasm, but often don’t show up when it counts at the ballot box. This has historically been true. In 2004, Howard Dean was seen as yet another example of a candidate who courted the youth vote, only to have young voters stay home.

Barack Obama has not only generated youth enthusiasm, he has also got out the youth vote. David von Drehle writes in Time:

Turnout among the youngest slice of the electorate more than doubled from 2004, when Howard Dean’s intense campaign on college campuses produced far more modest results. This was part of an overall surge in Democratic participation — but while overall Democratic turnout jumped 90%, the number of young Democrats participating soared 135%.

It’s hard to say whether this is a trend or an anomaly. Only time will tell.

(I also mentioned another Pew study of bloggers during the talk. That’s here.)

4) Another student asked: Why should the media organisations like the Guardian or BBC blog?

This was a question that I get often from a number of audiences for different reasons. Journalists don’t see blogging as journalism. Some bloggers don’t see think journalists should blog because they see blogging as something that exits as a counter to the mainstream media so they see media organisations’ blogging as an attempt to co-opt grassroots media.

I started by giving him examples of how blogging had added to the journalism I do, and I’ve blogged about that before. The student didn’t feel as if this was a reason for why the media should blog.

I gave him a couple of examples of how having a standing as a blogger and with bloggers were important in the newsgathering that I do. As I mentioned, bloggers have Googled me to find out who I am before talking to me, before agreeing to an interview. And as Matt at Blackfive did, they post their responses to my questions to give their readers a chance to see whether the journalist spun the story.

He still didn’t seem satisfied with the response. In the end, I see social media, such as blogs, as one way that journalists can reconnect with their audiences. I think that’s important for journalists because too many journalists are isolated from their audiences. They are writing for other journalists and their sources, not the audience.

I also said that it’s important because journalists still believe that quality information is enough in this world of information overload. They are still operating on assumptions based on a world of information scarcity, when they had the power of gatekeepers. They controlled what information got into the scarce pages and on scarce airtime. Now, people have so many choices for information and entertainment. The scarce resource isn’t information but time and attention. News organisations aren’t simply battling the old competition – the other newspaper, the TV station, cable news – but also new competitors, YouTube, the XBox, MySpace, Craigslist, etc. Social media allows journalists and journalism organisations to connect directly with their audiences and build a relationship with them, a mutually beneficial one.

Robert Patterson has a great description of how this works with US National Public Radio’s new morning programme, the Bryant Park Project and their use blogs and Twitter. For him, it’s like a virtual diner in the morning where there is a warm welcome, a cup of coffee and a conversation. As he says:

Wrap the content in a community.

That’s the ‘Jesus wept’ summary of social media.

Many news and media organisations see the meteoric growth of YouTube, MySpace and Facebook, and still stuck in the mass media mindset, they want some of those eyeballs for their advertisers. They focus on the strength of their brands and the quality of their content and ignore the quality of the connection and interaction with their audiences. They also get distracted by the technology they don’t have. Why not pose a different question. If you want to want to ‘wrap the content in a community’, what editorial steps can you take to build a relationship with your audience and build a community?

Hopefully, that answers a few of the questions with some supporting information and links.

Jonathan did ask whether a journalist had been caught out saying one thing in his or her reporting and then something less balanced, less objective in a blog. I didn’t know of any instance of this happening. Do you?

Thanks again to the Oxford Internet Institute for the honour and opportunity of speaking there.

UPDATE: A student also asked me about projects trying to garner international opinion about the US elections, seeing as the elections have such an impact around the world. I mentioned a project by Global Voices and Reuters to look at what bloggers around the world are saying about the US elections. The project launched on Tuesday, Voices without Votes.

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