1. Individual Project by Nora-Marie Myers May 3, 2011 Social Media Communities in the Media King 5 Seattle The Huffington Post

2. King 5 Seattle – Follow: @KING5Seattle KING-TV, channel 5, is a television station in Seattle, and is affiliated with the NBC network with its sister station KONG-TV, an independent station 21,000 followers on Twitter

3. With closure of Seattle PI and downsizing of Seattle Times, other traditional media outlet like King 5 Seattle really needed to adopt to new media, and have By offering online community; social media on homepage, they add great value to their company, and have changed the traditional way of reporting news How King 5 Seattle Online Community Can add Value

4. How King 5 Seattle Engages with its Audience King 5 online community offers links: mobile applications, newsletter sign up, school-closure text alerts, RSS feeds, Twitter links (20+), Facebook page Features videos Each story is a blog; readers can comment Under video area is a sign up for breaking news (email) They have found many ways to add value to their online community through homepage Value is added by having various social media links that connect community even closer to King 5 Seattle—no longer have to watch news at 5, 10, and/or 11 p.m.

5. How King 5 Seattle Engages with its Audience

6. King 5 Seattle tweets all breaking news Crowdsourcing is a part of the King 5 Seattle’s Twitter agenda; frequently they send out requests, mostly for pictures, weather, or traffic updates Since the requests are small and often lead to user pictures used on the local TV station, the community is eager to contribute Example question (tweet): if you had snow, let us know; send us photos On Twitter they include contact information for news tips encouraging users to contribute at all times They create an online community for interested users

7. What Kind of Customer Insights Can King 5 Seattle Online Community Provide Most of the links and story retweets receive comments from others on Twitter, therefore influencing the community to communicate with each other and provide insight By “converting” to new media, King 5 Seattle has listened to its customers by enhancing its online community with so many social media options and communication tools

8. Huffington Post – Follow: @HuffingtonPost The Huffington Post is a leading social news and opinion site, “The Internet Newspaper” Offers coverage of politics, media, business, entertainment, living, style, sustainable “green” living, world news, sports, technology, nonprofits, college life, books, education, religion, travel, arts, food and comedy, and is a top destination for news, blogs, and original content Wants to serve relevant and timely news content and get customers engaged to respond through blogs and social posts. On February 7, 2011, AOL acquired The Huffington Post for $315 million 992,000 followers on Twitter

9. How Huffington Post Online Community Can add Value Huffington Post is an online community originally created to be an engaging community The Huffington Post has an active community with over one million comments made on the site each month “If there’s one thing that The Huffington Post has consistently done better than just about any other traditional or new-media entity, it is to take advantage of social media tools in order to boost its reach and engage with readers in new ways…”

10. How Huffington Post Engages with its Audience Comments, comments, comments – on EVERY blog and story Each Huffington Post blogger page has a social media module – become a fan, get RSS feeds, get email, follow on Twitter, like on Facebook Each story provides an option to share on Facebook, tweet out, share with someone via email, comment on At the end of each story there is the option to follow that subject on Twitter (politics, sports, environment, etc.) Contribute to story by sending a correction to it, sending a related link about it, or contacting them (through a HuffPost Social News)

11. How Huffington Post Engages with its Audience

14. What Kind of Customer Insights Can Huffington Post Online Community Provide Community members (bloggers) help make Huffington Post a strong online community Some community insight is in fact that bloggers want compensation In April 2011 The Huffington Post became the target of a multi-million dollar lawsuit filed in United States District Court in New York on behalf of thousands of uncompensated bloggers They want more than to become a part of the Huffington Post community

15. 1.Fancher, M. (2011). Seattle: A New Media Case Study. Pew Research Center’s Project for Excellence in Journalism, The State of the News Media: An Annual Report on American Journalism 2011. Retrieved from http://stateofthemedia.org/2011/mobile-survey/seattle-a-new-media-case- study/ http://stateofthemedia.org/2011/mobile-survey/seattle-a-new-media-case- study/ 2.(2011) Case Study: Huffington Post - Reinventing the “Big News” Experience with IE9 Pinned Sites. Retrieved from http://msdn.microsoft.com/en-us/ie/gg558109 http://msdn.microsoft.com/en-us/ie/gg558109 3.Wikipedia, the free encyclopedia. The Huffington Post. Retrieved from http://en.wikipedia.org/wiki/The_Huffington_Post http://en.wikipedia.org/wiki/The_Huffington_Post 4.Wikipedia, the free encyclopedia. KING-TV. Retrieved from http://en.wikipedia.org/wiki/KING-TV http://en.wikipedia.org/wiki/KING-TV 5.University of Washington (2009).Beyond The Fail Whale: How Twitter Is Changing Organizations. Retrieved from http://twitter09.wordpress.com/the-book/case-study-journalists/ http://twitter09.wordpress.com/the-book/case-study-journalists/ 6.King 5 Seattle. Retrieved from http://www.king5.com/http://www.king5.com/ 7. Huffington Post. Retrieved from http://www.huffingtonpost.com/http://www.huffingtonpost.com/ References