Word of Mouth (WoM)

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How can anyone really think using community and curation tools won’t be a boon to media companies and publishers? The ones that get it are already committed to establishing better ways of sharing and collaborating, baking that mindset into every part of the business.

Not so long ago every pundit preached “community” this and “community” that (me included).  Sure that’s a part of it, but in less than a few years, things like Twitter, Google Buzz and a newsier Facebook have forced private and public institutions alike to look outside of their comfy websites and community hubs.  Brands and online publishers realize the conversations happening in other online environments and niches can often overshadow much of the activity taking place on their own web properties.

The BBC’s recent statements underscore much of the shift taking place not only in media outfits but in corporations, where internal and external teams are scrambling for the right mix of engagement and listening.

"For BBC news editors, Twitter and RSS readers are to become essential tools, says Horrocks. Aggregating and curating content with attribution should become part of a BBC journalist’s assignment; and BBC’s journalists have to integrate and listen to feedback for a better understanding of how the audience is relating to the BBC brand."

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