A compelling internal report from the New York Times has surfaced that provides an analysis of its digital strategy and which has implications for anyone involved in any type of communications. The report–a summary of which was leaked last week–outlines the many missteps the Times has taken in implementation of their digital strategy and contrasts their approach to more successful upstarts like The Huffington Post and Buzzfeed. As outlined in this excellent summary from Nieman Journalism Lab, the report shows that the Times has remained firmly rooted in its history as a print publication and has not successfully made the transition to digital, which has hurt readership and distribution.
If an organization as large and established as the New York Times can miss these seemingly blatant opportunities, then what are the implications for smaller organizations or those with a smaller, more focused audience? If there is only one take home message from the report it is this: Digital outreach has become the single most important route to getting news and information to your target audience.
The report outlines this and many other important findings. All of which have significant implications for science journalism, which often struggles for accurate coverage from the very beginning. Because of this, the ability to harness social media has become even more critical to those in the sciences. Although I recommend reading the full report, at the very least everyone I recommend reading the Nieman’s summary.
The report makes the case that authors of any type of content have to become their own social media advocates:
In a section addressing promotion of New York Times content — essentially, social media distribution — the report’s authors survey the techniques of “competitors” and compare them to the Times’ strategy. For example, at ProPublica, “that bastion of old-school journalism values,” reporters have to submit 5 possible tweets when they file stories, and editors have a meeting regarding social strategy for every story package. Reuters employs two people solely to search for underperforming stories to repackage and republish. (p. 43)
Contrastingly, when the Times published Invisible Child, the story of Dasani, not only was marketing not alerted in time to come up with a promotional strategy, “the reporter didn’t tweet about it for two days.” Overall, less than 10 percent of Times traffic comes from social, compared to 60 percent at BuzzFeed. (p. 43)
At the extreme end of the scale, scientists can be reluctant to simply collaborate with the media on a basic level, nonetheless feel comfortable and willing to use social media. Yet the ability to exploit digital for readership has become inescapable. Any organization can learn something from this report, perhaps even using it as a roadmap for their own digital success. Because the New York Times report may be the “one of the key documents of this media age”.
Science writer and editor