Simple questions can unveil deep audience sentiment.
This week, the tables are turned, and our very own co-founder Francesca is stepping into the interviewee seat.
Francesca shares a pivotal moment that ignited her passion for engagement: a Catalan Day call-out by The Guardian that went viral, proving that simple questions could unveil deep audience sentiment and even predict future events... 🤷
She emphasises that we often don't know our audience as well as we think, and by inviting readers to speak, we can become infinitely more relevant. This means moving beyond one-way broadcasting and truly inviting people into the conversation.
Here are some important takeaways from this episode:
Ask your audience open-ended questions, but keep the topic specific: Forget "send us your news." Try "What surprised you most when you moved to a new country?" to uncover genuine insights.
Integrate, Don't Isolate: Don't create separate "audience engagement" zones. Weave reader contributions directly into your articles. Make engagement part of the everyday workflow.
Offer a Real Value Exchange: Social media offers likes and shares. News brands need to provide a tangible reason for readers to engage, making them feel heard.
And this one if our favourite ♥️…How do we like to measure engagement? Focus on Quality & Outcomes: Beyond just the number of contributions, look at the quality and the impact of engagement. Does it lead to new story ideas? Does it create more meaningful journalism?
Watch the full episode to discover how newsrooms can connect with their communities through community content.
And if you’re short on time? No worries.
Simply browse the episode chapters below and choose the segments you're most eager to hear:
00:00 Introduction Francesca & Gerson
02:45 Francesca's Multicultural Background and Its Influence
05:17 The Journey into User Engagement at The Guardian
07:43 Understanding Audience Engagement Through Questions
10:34 The Importance of Emotional Connection in Journalism
12:45 Transitioning from The Guardian to Contribly
15:01 Building Tools for Effective Audience Engagement
17:36 Continuous Improvement in Engagement Tools
19:39 Understanding Audience Engagement
21:36 Leadership in Journalism
24:29 Innovative Journalism Examples
27:37 The Future of Local News
30:06 Shifting Mindsets in Journalism
33:58 Navigating Big Tech and Journalism
36:48 The Role of User-Generated Content
39:38 Balancing Business and Journalism Goals
41:58 Practical Steps for Community Engagement
