If you sound off on a topic often enough, you may be asked to put your money where your mouth is.
That’s what I learned recently in the area of reader engagement and social media.
For years now, I’ve been pushing and prodding on those topics, using a variety of the tools available to all of us (blog, Facebook, Twitter, Tumblr, the good old website). That does not come close to making me a pioneer. But at least I’m not being pulled kicking and screaming into the 21st century.
My alluring seminar title
Last year, I made a presentation in Washington DC at the annual meeting of Association Media and Publishing. My topic was reader engagement, as seen through the annual Creative Arts Competition of Arizona Attorney Magazine.
It went over well. Soon thereafter, I was contacted by a writer for Signature Magazine. She wanted to interview me about reader engagement.
Gulp. Writers and reporters never want to be interviewed. But now the article is out, and I’m pleased to see how Susan Wallace handled it.
In the piece, three communicators, including me, spout off in a Q&A. You can read the whole thing here.
(The entire magazine issue begins here.)
Here is one of the things I told Susan in our interview:
“The gap between having readers and engaging them is as wide as the Grand Canyon. In the short term, we know from research and feedback that our content is consumed by a large portion of our membership. But fostering engaged readers who feel at home in our media platforms requires a communications strategy that connects with members on a deep level. That requires an alignment of original content and accessible tone. It means being mindful of substance and attitude, just as you would in any personal relationship you value.”
Do you agree? What do you thinks draws ‘em in and puts butts in the seats? As a reader, what do you like in a publication?
