Use Content Curation To Build Readers’ Trust

In a post I wrote two weeks ago about there not being a one-size-fits-all social media policy in journalism, I tried to explain that every beat translates differently when it come to social media and other online tools like it.

For beats that translate well in social media, there comes an obligation to use social media tools in a way that benefits both the reporter/news organization, and the reader.

In addition to reporting the fact on the ground, providing context for stories and engaging readers, the reporter should also act as a content curator for the readers interested in that particular beat.

Curating other, often third-party content through your official reporter’s Twitter or Facebook account will go toward building greater trust between the reader and the reporter.

You’re making the effort to give readers all sides of a story, not only your account that you wrote for your news organization.

The Content Marketing Institute recently published a good definition on their blog of what a content curator does:

A content curator assembles a quality collection of third-party and original content that is of keen interest to a particular audience, selects the best content for presentation, adds commentary valuable to the audience and publishes to the audience’s preferred channels. Content curation tools use technology to facilitate these steps.

Content curation is a value-added that reporters can do with their Twitter or Facebook accounts to enrich their reporting and build trust among readers.

This idea may run contrary to the news organization’s social media policy. And if it does, then it’s the policy that needs to change, not the reporter.

Image credit: Flickr/rcade

Publish date: February 27, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT