Yule Heibel’s Post Studio © 2003-2008

Twitter and local mainstream media

October 9, 2008 at 10:19 pm | In authenticity, local_not_global, times_colonist | 5 Comments

Victoria’s local paper, the Times-Colonist, which is part of the CanWest empire and therefore not a particularly local paper at all, recently began twittering.

Admittedly, I was really surprised to see @timescolonist show up on such a site.  Not only that, but its editor-in-chief, Lucinda Chodan, also tweets: @lchodan.

I had a conversation with someone about this; he claimed that CanWest will lose brand identity by letting its newspapers and editors and reporters twitter, and that it shows they’re out of touch, not least because there’s no revenue in it for them.  His argument around losing brand identity was based on his idea that by tweeting, the papers were becoming just like you or me — like anybody who can type.

But that’s so wrong!  It made me wonder whether he understands social media.  For example, tweets by @timescolonist have actually prompted me to click through to articles, since the tweets started to include URLs to the stories.  In other words, @timescolonist’s function is to drive traffic to articles.

Paradoxically, by tweeting stories that seem to have regional and local relevance, @timescolonist is actually able to restore some measure of local relevance.  And I can tweet back at them, as I did for example when last night @timescolonist live-tweeted a local town hall federal election candidates meeting, and I twittered my appreciation of this.  Today there’s a story in the paper about this meeting, but @timescolonist’s live-tweet last night (without URLs, as the story wasn’t yet online or in the paper) helped build a kind of loyalty to (and interest in) the paper with me, who has been a harsh critic of the paper in the past (and often still is).

The other thing is that newspapers might, just might, start to understand that it’s no longer just a broadcast market, but a niche market.

The niche was derided as small potatoes for too long, but in actuality (actualite - currently, current affairs), niche markets might well be the new gold mine.

By tweeting, @timescolonist (and even @lchodan, whose tweets are rare, but very interesting when they do come) can possibly change minds and potentially win allies.  By twittering, they’re almost humanizing themselves in my eyes.  If I were cynical, I’d say, What a snow job.  But I’m not that cynical, and so I’m intrigued.  There are real people behind this after all.

And every person is a niche.

That’s savvy marketing and it might just work.  Why?  Because it’s two-way.  It’s not a one-way operation, where they work on me,  Jane Customer.  They will be transformed, too, because they won’t hold my interest with a voice that’s just another suit.  Twitter (i.e., social media, real inter-action) might just make them interesting enough to pay attention to once more.