Some interesting thoughts on social media for legacy giants

I’m at #media140 in Sydney, the keynote this morning was ABC managing director Mark Scott. He outlined some interesting innovations for legacy media wanting to get on the Twitterverse bandwagon.

 

He started with the 4Ts: Telegraph, Telephone, Typewriter, Twitter. An interesting geneaology of communications technologies.

Scott noted that the 4Ts have always been about short, sharp reports of breaking news; particularly the generation of good headlines. He talked about how the ABC is moving quickly to embrace social media with the appointment of a coordinator of social media to formalise the ABC’s presence across all social networking sites.

The ABC is also today releasing its guidelines for staff using social media. The four guiding principles are really about brand protection and like the NYT are designed not to give guidance for journalists using social media as  tool, but more about social media as a distribution network:

  1. Don’t mix professional and personal social media views in a way that will bring the ABC into disrepute
  2. Don’t undermine your effectiveness as work
  3. Don’t imply ABC endorsement for personal views
  4. Do not disclose confidential information

Nothing here about journalistic ethics.

Scott made a good point about sharing information and allowing audiences to distribute ABC content. Setting up a number of widgets for people to embed on Facebook and blogs etc is obviously good business sense.

The ABC’s also launching ABC Open as a “digital town square” and part of this is training UGC providers in 50 locations to generate content.

This is the pro-am model and as Scott mentioned there has to be journalistic leadership, but also recognising that the audience is often closer to the story – at least in the initial stages.

The catchphrases are collaboration; conversation, communication and partnerships.

More later when I’ve had time to digest this and get my hands on some more notes.

Julie Posetti also argued that this is a revolution, not a war, but no doubt there will be casualties.

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