Getting into the Conversational Media Mindset

The best editorial/commentary writers always know what their communities care about today. That means listening. And what are you listening to? By and large, to conversation. People do talk, and that’s not trivial.

Increasingly, communities are talking amongst themselves via conversational media—especially, but not exclusively, online. Any media tools or channels that enable ongoing discourse between more than two people is potentially a form of conversational media. Examples include: e-mail lists, forums, blogs, comments to news stories, talk radio, chat rooms, Facebook and MySpace, Twitter, podcasting, and more.

The more you know about how conversational media works, and how to follow and join conversations there effectively, the easier it will be to craft compelling editorials and commentary.

Here are a few things to keep in mind in order to make the most of conversational media...

TIPS FOR DOING CONVERSATIONAL MEDIA RIGHT:

1. You get what you give. This is the general philosophy and social dynamic that explains all the other tips below. It also means if you’re not finding conversational media rewarding, you might not be giving enough. “Giving” here doesn’t mean time or effort—it means attitude, quality of participation, and willingness to step outside your comfort zone.

    

2. It’s always easier to join a conversation than to start one. Don’t expect conversations to come to you—you must find them and go there. (Remember this if you’re being asked to start an online community from scratch.) Ask around: Where do your community members hang out online now? Do they listen to talk radio? Use any social media tools? Text on their cell phones? When you find conversations in your communities, take time to listen first, to learn the conventions and culture.

    

3. Let your community guide your choice of tools and skills. When deciding which conversational media tools or skills to learn first, focus on whatever is most popular in your community. If they love MySpace, you should be there. If they’re into talk radio, call in. If there’s a popular community forum or e-mail list, subscribe. If they live through their cell phones, start offering text alerts and use Twitter. What works for them matters more than what you find comfortable or familiar. You are not your audience.

    

4. Don’t just lurk. Transparency builds your credibility and interest. It’s important to join community conversations openly. (Editorial/commentary writers can probably do this more easily than news reporters. Use that edge.) But don’t just talk about you, your news org, or your pet topics. Learn—and openly discuss—whatever your communities care about. Don’t be afraid to disagree, to voice an opinion, or to be wrong or criticized. Be open to being influenced.

    

5. Hang around. Communities generally dislike dilettantes. Once you find venues for meaningful community conversations, become a “regular.” Don’t just drop in when you want to get something from the community.

    

6. Conversation is more compelling than publication. Start thinking of your editorials and commentaries as an outgrowth or continuation of conversation, not merely as self-contained finished works.

    

7. Act like you care what people have to say. If your news org allows public comments on its site (and it should), be sure to engage in public discussion there —and encourage your news colleagues to join you. Too often, news orgs largely ignore comments unless a flame war breaks out. This sends the message that the news org either doesn’t really care about, or chooses to hold itself above or apart from, its community. The appearance of apathy or snobbishness breaks, rather than builds, community connections.