소셜뉴스

요즘은 정보의 흐름이 매우 빠릅니다. 이런 빠른 정보의 흐름은 잡지나 교과서로는 담을 수 없기도 합니다. 이렇게 정보의 흐름이 빨라진 시대에서 정보의 원문이 어디서 왔는가 보다 누가 읽었는가 혹은 누가를 통해 알게 됐는가에 더 신경을 쓰게 된다고 합니다. 이러한 현상 때문에 온라인 미디어 회사들은 원문이 어디서 왔는가 보다는 자신들의 핵심 독자층을 확고히 확보하는게 중요하다고 합니다. 그 사람들을 통해 사람들이 자신들의 콘텐츠를 공유하고 이야기할 때 사람들을 끌어 모을 수 있기 때문이죠.

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How Social And Primary Sources Affect Online Media Brands

by Semil Shah|July 29, 2013

Editor’s Note: Semil Shah is a contributor to TechCrunch. You can follow him on Twitter at@semil.

Throughout high school and college, I took a heavy dose of political science and history classes. As a result, those teachers and professors stressed the importance of investigating primarysource documents and analyzing them on their own merits versus secondary sources (like textbooks, for instance), even though we were all issued textbooks, essays by subject matter experts, and a range of other interpretations. Eventually as college ended, the courses focused more on the primary source and our own interpretation of it.

Fast forward to today. At least in the world of startup technology news, which moves too fast to be captured by textbooks or print-versions of magazines, primary sources remain important, but social sources — at least for me — trump all. Of course, in early-stage, private companies, obtaining primary sources is difficult. In my world of tech news, like many, Twitter is my main source of information and how I surf the web. Specifically on Twitter, however, I do not follow any “news sources” directly. There is too much information out there. As a result, I try to follow people who’ve I’ve grown to trust who read and share articles or random blog posts.

In order for me to read something, I need a social signal to trigger and capture my attention. “Who” shares it with me matters. The “source” matters still, just not as much. And, in some cases, the source online can be propped up by a brand and hold power in its distribution. Real estate to create content online is infinite. There is no barrier to entry to create information, to build an audience, to generate page views, and to peg those against ads. Therefore, at least in my small world of online tech news, social sources reign supreme.

I’m guessing many of you reading this may feel the same way. The social signal from following a friend or trusted industry source motivates me to gain interest in a link, to read the story, or save for later. The most critical piece of information in that decision is not where the link originates from and resides, but rather who has shared this link. In a way, the tweet itself, as a unit of social currency, is more important than the source itself. One product which demonstrates the pervasiveness of this Flipboard. Yes, Flipboard has dedicated media channels for sources, but on their social feeds, the author of a piece of content is nearly greyed out so that the reader can focus on “who” shared the content with them over “who” created it.

The point of view I’m sharing obviously isn’t new or earth-shattering. The idea of “social news” has even collected dust. We all know it to be true. However, I believe this has big, long-term implications for online media brands. In my college history experience, book publishers spent time aligning with universities, professors, and other beacons in that world in order to make sure their materials were picked as sources. Fast-forward to today, those kind of tactics may not be as effective. Instead, media brands are forced to think critically about the quality of their loyal, core audience, because it is those individuals who will, as social sources, share and discuss the content, information, facts and myths with their own friends and audiences. This is where real, sustainable distribution lies. For media companies online, the social source trumps the primary source — it is the realization that who shares information online is oftentimes more important than what that information is. And for many media brands, that is a fundamentally — and at times scary — new reality.

Photo Credit: Jeffrey Montes / Flickr Creative Commons

http://techcrunch.com/2013/07/28/how-social-vs-primary-sources-affect-online-media-brands/?utm_medium=referral&utm_source=pulsenews