Skip to main content
SpringerLink
Log in

Towards a Typology of Strategies for User Involvement

  • Chapter
  • First Online:
Handbook of Social Media Management

Part of the book series: Media Business and Innovation ((MEDIA))

Abstract

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.

News organizations might choose to execute several of the strategies in order to create value for users, advertisers, shareholders, and the society. This will especially be relevant if Data Gathering is the main strategic approach. However, observed practices indicates a low strategic awareness of the potential of different approaches, hence higher awareness and clarity on strategic intentions might contribute to both higher value creation and possibly also reduce some of the professional skepticism to user involvement as part of the online efforts by traditional news organizations.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 169.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 219.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 219.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    This chapter is in part based on original research by the author: Analysis of Scandinavian online newspapers 2011, case study of newspaper production for iPad in Norway 2011, surveys of newspaper executives in Norway 2005, 2007, 2009, and 2011, survey of Danish newspaper executives 2007, surveys of users and producers of online newspapers in 2005 and 2008, case studies of Norwegian Broadcasting Corporation (NRK) and Cable News Network (CNN) 2005–2008.

  2. 2.

    Literature review on The Deliberation Strategy is in part based on Ihlebæk and Krumsvik (Forthcoming). Online gatekeepers—facilitating participation from ordinary people.

  3. 3.

    In special cases CNN will pay for exclusive rights.

  4. 4.

    The Online Journalism Awards, launched in May 2000, honor excellence in digital journalism around the world, and are traditionally awarded at the Online News Association’s annual conference.

References

  • Barzilai-Nahon, K. (2008a). Gatekeeping: a critical review. Pre-Print Draft – February 2008. Arist-Annual Review of Information Science and Technology.

    Google Scholar 

  • Bentley, C. H. (2005). Reconnecting with the audience. Nieman Reports, 59(4), 26–28.

    Google Scholar 

  • Bentley, C., Littau, J., Hamman, B., Meyer, H., Welsh, B., & Watson, B. (2005). The citizen journalism movement: Mymissourian as a case study, association for education in journalism and mass communication. TX: San Antonio.

    Google Scholar 

  • Bentley, C., Hamman, B., Littau, J., Meyer, H., Watson, B., & Welsh, B. (2007). Citizen journalism: A case study. In M. Tremayne (Ed.), Blogging, citizenship and the future of media (pp. 239–259). New York: Routledge.

    Google Scholar 

  • Boczkowski, P. J. (2004). Digitizing the news: Innovation in online newspapers. Cambridge, MA: The MIT Press.

    Google Scholar 

  • Bronson, P. (1998). Hotmale. Wired Magazine, 6(12), 166–174.

    Google Scholar 

  • Bruns, A. (2005). Gatewatching: Collaborative online news production. New York: Peter Lang.

    Google Scholar 

  • Bruns, A. (2008). Blogs, Wikipedia, Second Life, and Beyond. From Production to Produsage. New York: Peter Lang.

    Google Scholar 

  • Bybee, C. (1999). Can democracy survive in the post-factual age? A return to the Lippmann-Dewey debate about the politics of news. Journalism Communication Monographs, 1(1), 29–66.

    Google Scholar 

  • Carpentier, N., & De Cleen, B. (Eds.). (2008). Participation and media production. Critical reflections on content creation. Cambridge: Cambridge Scholars Publishers.

    Google Scholar 

  • Cohen, D. (2011). Facebook ‘Social Readers’ Amass Millions Of Users. Allfacebook.com

    Google Scholar 

  • Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), 16–25.

    Article  Google Scholar 

  • Deuze, M. (2001). Understanding the impact of the internet: On New Media Profesionalism, Mindsets and Buzzwords. Ejournalist, 1(1).

    Google Scholar 

  • Domingo, D. (2004). Comparing professional routines and values in online newsrooms: A reflection from a case study. Paper presented at the IAMCR Conference.

    Google Scholar 

  • Engebretsen, M. (2001). Nyheten som hypertekst: Tekstuelle aspekter ved møtet mellom en gammel sjanger og ny teknologi. Kristiansand: IJ-forlaget.

    Google Scholar 

  • Gillmor, D. (2004). We the media. Grassroots journalism, by the people, for the people. Sebastopol, CA: O’Reilly Media.

    Google Scholar 

  • Glaser, M. (2004, November 17). The new voices: Hyperlocal citizen media sites want you (to write). Online Journalism Review, Los Angeles: USC Annenberg.

    Google Scholar 

  • Haas, T. (2007). The pursuit of public journalism. Theory, practice, and criticism. London: Routledge.

    Google Scholar 

  • Harper, C. (1998). And that's the way it will be: News and information in a digital world. New York: New York University Press.

    Google Scholar 

  • Hermida, A., & Thurman, N. (2007). Comments please: How the British news media are struggling with user-generated content. Paper presented at the International Symposium on Online Journalism. From http://journalism.utexas.edu/onlinejournalism/2007/papers/Hermida.pdf

  • Ihlebæk, K. A. (2009). Folkejournalistikk i NRK redaksjonelle valg og utøvelse av kontroll. Norsk Medietidsskrift, 16(4), 363–378.

    Google Scholar 

  • Jenkins, H. (2006). Convergence culture. Where old and new media collide. NewYork: New York University Press.

    Google Scholar 

  • Jurvetson, S. (2000). What exactly is viral marketing? Red Herring, 78, 110–112.

    Google Scholar 

  • Keen, A. (2007). The Cult of the Amateur. How today’s internet is killing our culture. New York: Doubleday/Currency.

    Google Scholar 

  • Kleis Nielsen, R. (2010). Participation through letters to the editor: Circulation, considerations, and genres in the letters institution. Journalism, 11(1), 21–35.

    Article  Google Scholar 

  • Krumsvik, A. H. (2005). Presse-nei til nettdebatt. Dagens Næringsliv (20.06.05).

    Google Scholar 

  • Krumsvik, A. H. (2009). The online news factory: A multi-lens investigation of the strategy, structure, and process of online news production at CNN and NRK. Ph.D. thesis. Acta Humaniora No 394. Oslo: University of Oslo/Unipub.

    Google Scholar 

  • Krumsvik, A. H., Skogerbø, E., & Storsul, T. (2013). Size, ownership, and innovations in newspapers. In T. Storsul & A. H. Krumsvik (Eds.), Media innovations. Gothenburg: Nordicom.

    Google Scholar 

  • Küng, L., Leandros, N., Picard, R. G., Shroeder, R., & van der Wurff, R. (2008a). The impact of the internet on media organisation strategies and structures. In L. Küng, R. Picard, & R. Towse (Eds.), The internet and the mass media. Los Angeles, CA: SAGE.

    Google Scholar 

  • Küng, L., Picard, R., & Towse, R. (Eds.). (2008b). The internet and the mass media. Los Angeles, CA: SAGE.

    Google Scholar 

  • Leskovec, J., Adamic, L. A., & Huberman, B. A. (2007). The dynamics of viral marketing. ACM Transactions on the Web, 1, 1 (May 2007).

    Google Scholar 

  • Lindholm, M. (2006). Maskespill og nettdebatt. Nytt Norsk Tidsskrift, 23(4), 357–367.

    Google Scholar 

  • Loomis, D. (2001). A tale of two cities: Do small-town dailies practice public journalism without knowing it? Paper presented at the AEJMC Conference.

    Google Scholar 

  • Matheson, D. (2004). Weblogs and the epistemology of the news: some trends in online journalism. New Media and Society, 6(4), 443–468.

    Article  Google Scholar 

  • McCullagh, C. (2002). Media power. A sociological introduction. Houndmills, Basingstoke, Hampshire: Palgrave.

    Google Scholar 

  • McMillan, S., Guppy, M., Kunz, B., & Reis, R. A. (1996). Defining moment: Who says what about public journalism. Paper presented at the AEJMC Conference.

    Google Scholar 

  • Örnebring, H. (2008). The consumer as producer of what? User-generated tabloid content in The Sun (UK) and Aftonbladet (Sweden). Journalism Studies, 9(5), 771–785.

    Article  Google Scholar 

  • Ottosen, R., & Krumsvik, A. H. (Eds.). (2008). Journalistikk i en digital hverdag. Kristiansand: IJ-forlaget/Høgskoleforlaget (Norwegian Academic Press).

    Google Scholar 

  • Ottosen, R., & Krumsvik, A. H. (2010). Digitization and editorial change in online media. Findings from a Norwegian research project. Nordicom Information, 32(4), 17–26.

    Google Scholar 

  • Pavlik, J. (1999). Journalism and new media. New York: Colombia University Press.

    Google Scholar 

  • Raeymaeckers, K. (2005). Letters to the editor: A feedback opportunity turned into a marketing tool. European Journal of Communication, 2(20), 199–222.

    Article  Google Scholar 

  • Rogers, E. M. (1995). Diffusion of innovations (4th ed.). New York: Free Press.

    Google Scholar 

  • Rosen, J. (1999). The action of the idea. In T. Glasser (Ed.), The idea of public journalism. New York: The Guilford Press.

    Google Scholar 

  • Rosen, J. (2000). The essence of public journalism. In J. Strömbäck (Ed.), Public Journalism pÃ¥ svenska, SDMI Skrift nr. 3, Demokratiinstitutet.

    Google Scholar 

  • Schroeder, R. (2004). Online review. Journalism Studies, 5(4), 563–570.

    Article  Google Scholar 

  • Shoemaker, P. (1991). Communication concepts 3: Gatekeeping. Newbury Park: Sage.

    Google Scholar 

  • Shoemaker, P., & Vos, T. (2009). Gatekeeping theory. New York: Routledge.

    Google Scholar 

  • Skogerbø, E., & Winsvold, M. (2007). Lærer seg debatt pÃ¥ nettet. Aftenposten (08.01.07).

    Google Scholar 

  • Strang, D., & Soule, S. A. (1998). Diffusion in organizations and social movements: From hybrid corn to poison pills. Annual Review of Sociology, 24, 265–290.

    Article  Google Scholar 

  • Sundet, V. S., & Ytreberg, E. (2009). Working notions of active audiences: Further research on the active participant in convergent media industries. Convergence: The International Journal of Research into New Media Technologies, 15(4), 383–390.

    Article  Google Scholar 

  • Terdiman, D. (2004). Open arms for open-source news. Wired News. http://www.wired.com/news/culture/0,1284,64285,00.html?tw=wn_tophead_4

  • Vaage, O. F. (2010). Norsk mediebarometer. Oslo: Statistics Norway.

    Google Scholar 

  • Wahl-Jorgensen, K. (2002a). The construction of the public in letters to the editor. Deliberative democracy and the idiom of insanity. Journalism, 3(2), 183–204.

    Article  Google Scholar 

  • Wahl-Jorgensen, K. (2002b). Understanding the conditions for public discourse: Four rules for selecting letters to the editor. Journalism Studies, 3(1), 69–81.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Oslo, Oslo, Norway

    Arne H. Krumsvik

Authors
  1. Arne H. Krumsvik
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Arne H. Krumsvik .

Editor information

Editors and Affiliations

  1. Institute for Media Business, Media Business Transfer Center, Berlin, Germany

    Mike Friedrichsen

  2. Humboldt Media Business School, Berlin, Germany

    Wolfgang Mühl-Benninghaus

Rights and permissions

Reprints and permissions

Copyright information

© 2013 Springer-Verlag Berlin Heidelberg

About this chapter

Cite this chapter

Krumsvik, A.H. (2013). Towards a Typology of Strategies for User Involvement. In: Friedrichsen, M., Mühl-Benninghaus, W. (eds) Handbook of Social Media Management. Media Business and Innovation. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28897-5_38

Download citation

Publish with us

Policies and ethics

Search

Navigation