Rob Paterson recently posted on: It's not the content but the connection that counts - NPR Rocks. He said that NPR is trying to attract an younger audience and has succeeded “not because of a content shift but because they made it easier for a younger audience to connect to content on their terms! The secret was in the flexibility of the new connection NOT the content.” They used social media and mobile apps to achieve this connection.
Rob points to Jolie O’Dell’s post on Mashable, How NPR Is Leveraging the Twitter Generation. She made this statement that I totally agree with. “…the future of news media lies in successful integration of social media to get the attention (and click-throughs) of a younger generation — a generation whose news needs are vastly different than those of the generations that preceded it.” We recently cover how our client KETC, the PBS television station in St. Louis, is engaging in a successful integration of social media,
NPR is becoming a poster child for this social media effort. They found In a recent survey of more than 10,000 respondents, that its Twitter followers are younger, more connected to the social web, and more likely to access content through digital platforms such as NPR’s website, podcasts, mobile apps and Facebook. The survey found that, 59% of respondents said they use NPR.org, 39% listen to NPR’s podcasts, around half use an NPR mobile app and 28% access NPR via Facebook. The survey also found that, 77% of NPR’s Twitter followers said they get all or most of their news online. These Twitter followers are more likely to expect breaking news, likely because of Twitter’s real-time nature.
The Darwin Awareness Engine™ works in real time and can play a vital role in these social media integration efforts as it is doing at KETC. In addition, the Darwin powered Twortex Twitter content discovery tool can help you find out what is happening on Twitter.