Towards a Typology of Strategies for User Involvement

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.

[1]  Axel Bruns,et al.  Blogs, Wikipedia, Second Life, and Beyond: From Production to Produsage , 2008 .

[2]  Henry Jenkins.  Convergence Culture: Where Old and New Media Collide , 2006 .

[3]  M. Tremayne,et al.  Preface: Blog terminology , 2006 .

[4]  D. Strang,et al.  DIFFUSION IN ORGANIZATIONS AND SOCIAL MOVEMENTS: From Hybrid Corn to Poison Pills , 1998 .

[5]  Robert G. Picard,et al.  The Internet and the Mass Media , 2008 .

[6]  Mark Deuze,et al.  Understanding the impact of the Internet: On new media professionalism, mindsets and buzzwords. , 2001 .

[7]  KarolineAndrea Ihlebæk.  Folkejournalistikk i NRK – redaksjonelle valg og utøvelse av kontroll , 2009 .

[8]  Theodore L. Glasser.  The idea of public journalism , 1999 .

[9]  Robert G. Picard,et al.  The impact of the Internet on media organisation strategies and structures , 2008 .

[10]  Vilde Schanke Sundet,et al.  Working Notions of Active Audiences , 2009 .

[11]  D. Gillmor.  We the Media , 2004 .

[12]  P. Kaeuper,et al.  From production to product: Part 1. Solution states of alkaline bagasse lignin solution , 2004 .

[13]  Henrik Örnebring,et al.  The producer as consumer – of what? : User-generated tabloid content in The Sun (UK) and Aftonbladet (Sweden) , 2008 .

[14]  T. Daugherty,et al.  Exploring Consumer Motivations for Creating User-Generated Content , 2008 .

[15]  K. Barzilai-Nahon.  Gatekeeping: A critical review , 2009 .

[16]  Roland Schroeder.  Interactive Info Graphics in Europe--added value to online mass media: a preliminary survey , 2004 .

[17]  Dan Gillmor,et al.  We the media - grassroots journalism by the people, for the people , 2006 .

[18]  Robert G. Picard.  Arne H. Krumsvik: The Online News Factory – A Multi-Lens Investigation of the Strategy, Structure, and Process of Online News Production at CNN and NRK , 2010 .

[19]  Pablo J. Boczkowski,et al.  Digitizing the News: Innovation in Online Newspapers , 2004 .

[20]  C. R. Bybee.  Can Democracy Survive in the Post-Factual Age?: A Return to the Lippmann-Dewey Debate about the Politics of News , 1999 .

[21]  Christopher J. Harper.  And that's the way it will be , 1998 .

[22]  Tanni Haas,et al.  The Pursuit of Public Journalism: Theory, Practice and Criticism , 2012 .

[23]  Donald Matheson,et al.  Weblogs and the Epistemology of the News: Some Trends in Online Journalism , 2004, New Media Soc..

[24]  Karin Raeymaeckers.  Letters to the Editor: A Feedback Opportunity Turned into a Marketing Tool , 2005 .

[25]  Brendan R. Watson,et al.  Citizen journalism: A case study , 2006 .

[26]  Jure Leskovec,et al.  The dynamics of viral marketing , 2005, EC '06.

[27]  Karin Wahl-Jorgensen.  The construction of the public in letters to the editor , 2002 .

[28]  E. Rogers.  Diffusion of Innovations , 1962 .

[29]  Rasmus Kleis Nielsen,et al.  Participation through letters to the editor: Circulation, considerations, and genres in the letters institution , 2010 .

[30]  John V. Pavlik,et al.  Journalism and new media , 2001 .

[31]  Rune Ottosen,et al.  Digitization and Editorial Change in Online Media. Findings from a Norwegian Research Project , 2010 .

[32]  Karin Wahl Jorgensen.  Understanding the Conditions for Public Discourse: four rules for selecting letters to the editor , 2002 .

[33]  Axel Bruns,et al.  Gatewatching: Collaborative Online News Production , 2005 .