Towards a typology of strategies for user involvement

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.