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Published in:
The Social Media Management Chain, How Social Media Influences Traditional Media Read chapter Read first chapter

2013 | OriginalPaper | Chapter

Towards a Typology of Strategies for User Involvement

Author : Arne H. Krumsvik

Published in: Handbook of Social Media Management

Publisher: Springer Berlin Heidelberg

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Abstract

Four types of strategic approach for traditional media in the utilization of social media are identified. The Donation strategy includes users in the production of content. The Distribution strategy utilizes viral marketing in order to invite potential users to consume this content, while the Deliberation strategy enables users to react and interact with the produced and distributed content. At last The Data Gathering Strategy accumulate information about users and their interaction in order to better serve the same users and potential advertisers.
News organizations might choose to execute several of the strategies in order to create value for users, advertisers, shareholders, and the society. This will especially be relevant if Data Gathering is the main strategic approach. However, observed practices indicates a low strategic awareness of the potential of different approaches, hence higher awareness and clarity on strategic intentions might contribute to both higher value creation and possibly also reduce some of the professional skepticism to user involvement as part of the online efforts by traditional news organizations.

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previous chapter Social Media and New Audiences as a New Challenge for Traditional and New Media Industries
next chapter Social Media Monitoring Tools as Instruments of Strategic Issues Management
Footnotes
1
This chapter is in part based on original research by the author: Analysis of Scandinavian online newspapers 2011, case study of newspaper production for iPad in Norway 2011, surveys of newspaper executives in Norway 2005, 2007, 2009, and 2011, survey of Danish newspaper executives 2007, surveys of users and producers of online newspapers in 2005 and 2008, case studies of Norwegian Broadcasting Corporation (NRK) and Cable News Network (CNN) 2005–2008.
 
2
Literature review on The Deliberation Strategy is in part based on Ihlebæk and Krumsvik (Forthcoming). Online gatekeepers—facilitating participation from ordinary people.
 
3
In special cases CNN will pay for exclusive rights.
 
4
The Online Journalism Awards, launched in May 2000, honor excellence in digital journalism around the world, and are traditionally awarded at the Online News Association’s annual conference.
 
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Metadata
Title
Towards a Typology of Strategies for User Involvement
Author
Arne H. Krumsvik
Copyright Year
2013
Publisher
Springer Berlin Heidelberg
Book
Handbook of Social Media Management

Print ISBN: 978-3-642-28896-8

Electronic ISBN: 978-3-642-28897-5

Copyright Year: 2013

DOI
https://doi.org/10.1007/978-3-642-28897-5_38