The Rockford Register Star uses social media to open its news meeting to the public.
WHAT THEY DID: The Register Star gives their Facebook fans access to its morning budget meeting and an opportunity to suggest story and coverage ideas. Jeniece Smith, digital producer for the Register Star, suggested the idea of giving the community a behind-the-scene look at the planning involved with the digital and print content.
“We expected we would get some criticism — and we did — but overall the response was fruitful,” assistant managing editor Anna Derocher said. “We got a few story ideas that have been shared with reporters. One former staffer also shared her sentiments. We were happy with the interaction.”
THE TAKEAWAY: This is a great way to engage readers and strengthen the relationship between brand and community. Whether the outreach involves the print edition, the Web or social media, the end result often is reader loyalty and product credibility.