How publishers address the changing shape of consumer attention through social media optimisation (SMO) is the focus of a new INMA publication released today.

To obtain your copy of the “Newspapers and Social Media: From Monologue to Dialogue” e-publication:

• Members: This is free to you as part of your INMA membership. Click here to download the publication now.


• Non-Members: For complete information on the publication, including a tablet of contents, click here and order online.

In “Newspapers and Social Media: From Monologue to Dialogue,” you will learn:

• Why social media engagement gives new life to news and advertising.


• How to translate your news brand's voice into a voice that is social.


• How to build social experiences around content.


• The proper amount of feed automation versus personal curation.

“Newspapers and Social Media: From Monologue to Dialogue” looks at newspapers that are making big and small bets on social media by creating a systematic dialogue with readers and advertisers:

• Financial Review Group
• Folha de S. Paulo
• The Guardian
• Huffington Post
• Mediahouse Limburg
• Metro
• Press-Enterprise
• SOL
• Tribune Company

Instead of positioning social media as a fringe part of a newspaper's engagement strategy, “Newspapers and Social Media: From Monologue to Dialogue” highlights companies that are injecting Facebook, Twitter, and others into the core of what they do:

• Dialogue with readers.


• Setting up advertisers with social media.


• Training staff to create an echo chamber for content.

The new INMA publication is available for free to INMA members and for US$295 for non-members. The publication is aimed at news industry executives charged with audience strategy, marketing, editorial, and advertising.

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