Interview with Rob Begg from Radian6

Note: we did this interview with Radian6 Director of Product Marketing Rob Begg last week. Today Radian6 was acquired by Salesforce for about $326 Million. A huge congrats from us at Twingly!

We are happy to have Radian6, the worlds leading Social Media Monitoring firm as one of our clients, using Twingly blog data to increase the value of its products. Rob Begg is the Director of Product Marketing at the Canada-based company and explains how they managed to get that successful.

Hello Rob. Radian6 was founded in 2006 and launched in 2007 – today you are the leading Social Media Monitoring firm in the world despite a lot of competition. How did you manage to achieve that?
We believe that our growth and success is due in large part to our commitment to research and development. We are always working on ways to improve and expand our offerings. The feedback we receive from our customers is extremely important to us and helps fuel some of our new developments and updates.

Which companies or individuals benefit from your services?
Radian6 currently has over 2,500 clients from a variety of industries: higher education, technology, healthcare, non-profits, manufacturing, consulting, and many more. Our client base spans the globe with Canada and the US figuring prominently in the mix. Client size ranges from smaller regional businesses to global corporations, and all sizes in between. Over half of the Fortune 100 use Radian6. Our clients include Dell Computers, Microsoft, Southwest Airlines, The American Red Cross, and UPS.

How important is the monitoring of what’s being said in the blogosphere for your customers?
Blogs are a very important part of the online conversations that are taking place around our customers’ brands and products. It is essential that clients have a complete picture of the social conversations happening around their brand and many of these conversations happen on blogs.

What are you thoughts on the future of social media?
There is no doubt that social media will continue to grow and shape the world in which we live. It has dramatically changed the way the business world functions. Facebook and Twitter have certainly been on the forefront of this transformation and I expect that they will continue to be leaders in this space.

Do you personally read blogs? Which ones are your favourites?
I read Chris Brogan for honesty and practical thinking, our own Amber Naslund and her co-blogger Tamsen McMahon at Brass Tack Thinking as well as Brian Solis. In the past I used to be in the Interactive TV business so I love keeping up with the ITVT blog. And since I’m an indie music nut I regularly check TwentyFourBit.

“For Lindex, fashion blogs are as important as traditional media”

Back in May 2008 we could welcome our first e-commerce partner which decided to implement the Twingly Blogstream solution: Lindex, one of Sweden’s most well known fashion chains. Almost 3 years ago social media hasn’t been as ubiquitous as it is now, so taking this step and connecting an online store with the blogosphere deserved a lot of respect. Now of course, things have changed, and a host of other online shops and e-commerce sites use Twingly. That makes Lindex a real early adopter. Anders Dahlberg holds the position of Director of E-commerce at Lindex and was the one making the Twingly integration possible:

Hi Anders. Do you remember how you got in touch with Twingly?
I think it was an article on TechCrunch which made me aware of your service. They wrote about a solution for news sites but I figured that this would even work for an e-commerce platform. That’s why I called you, and after some exchange we implemented the Twingly Blogstream widget which we are still using today.

How exactly did you embed the widget?
We have it on each product site. If a blog links to a product page we automatically link back to the blog through Twingly. By doing that our visitors receive additional information regarding our products, and we send traffic to those linking to us.

What are your thoughts on the current state of social media?
Well, I think it’s getting harder for small blogs to be visible, while the bigger blogs maintain their reach. Those who only want to inform their closer friends might quit blogging and “move” their thoughts over to Facebook. Facebook is getting more important each and every day. Just look at the new comment system for third party sites which is pretty exciting, since it might help to increase incoming traffic from Facebook to external sites, like blogs.

How important are fashion blogs for Lindex? How do they impact sales?
Fashion blogs are as important as the traditional media. We work with them in the same way as e.g. with magazines – we invite bloggers to press events, maintain a dialog in our showroom and help out with answers and questions.

Which upcoming e-commerce trends do you see?
From a Swedish point of view expansion into foreign European markets will be one main theme for the near future, in order to reach new customers. Apart from that an overall trend is to become more effective in working with existing clients through service and inspiration. It’s very powerful if your existing customers are happy with your store and tell their friends about it.

What’s Lindex vision for the online store?
At Lindex everything is about fashion and inspiration. We want to inspire people to live a beautiful and happy life. We aim at making people curious with our commercials, which lead them to our site. They decide to buy something either online or in one of our physical stores in order to to feel beautiful and happy and to tell their friends about it. Having a successful multi-channel strategy in place is important, which is why our site has a high priority for getting in touch with our customers.

TEDxAlmedalen is returning to Visby


You can find more photos from TEDxAlmedalen 2010 here.

The Almedalen Week is a unique meeting point for politicians, debaters,organisations, lobbyists, journalists and entrepreneurs in Sweden. Last year was the first time Twingly visited the Almedalen Week and the true climax of the week for us was definitely TEDxAlmedalen, the event we organized together with Greatness PR.

TEDxAlmedalen was a great success with 100 guests, 6 awesome speakers and a wonderful inspiring atmosphere. By some even mentioned as the best seminar during the whole Almedalen Week, we felt that we definitely should organize TEDxAlmedalen also this year. And we will, together with the great Greatness PR team!

We’re proud to announce that TEDxAlmedalen 2011 will take place between 9pm to 12pm in an inner courtyard (the same as last year) the 7th of July.

The theme for 2010 was How to get followers, fans and friends and this year will push it forward and focus on the ones that really makes a difference – the Doers. Debates and discussions are otherwise what distinguish the Almedalen Week and we felt that TEDxAlmedalen should be about those who transforms the words into action.

The speaker list is not yet set and we’re gladly welcoming tips. TEDxAlmedalen is free but limited to 100 guests. To apply for an invitation, please visit TEDxAlmedalen.se.

Looking forward to see you all again in Visby!

/Anton

An interview with the CEO of Silobreaker

We continue our series of interviews with companies that have decided to partner with Twingly to add additional value to their services. This time we asked Kristofer Månsson, the CEO of Silobreaker, to give us some insights into the world of media monitoring and intelligence. The London-based firm connects to our API in order to get the latest data from the blogosphere.

Hello Kristofer. Silobreaker offers a variety of media monitoring and search services. Who is your target group?
Basically, anyone whose job it is to follow, monitor, analyze and understand what’s going on in the world. This includes corporate, military and government intelligence professionals; investment managers, analysts and others in financial services and consulting; PR, communications and other more traditional media-monitors; journalists, researchers and “news junkies” in general.

Give us an insight into the world of intelligence and media monitoring. Where is your industry heading?
We obviously believe in an increasing demand for “smart” technology, since that’s the business we are in. Insight no longer comes from access to information but from your ability to make sense of it. And we cannot solve information overload simply by trying to read more articles. We don’t have the time nor the brain capacity. At Silobreaker, we regard aggregated content as the raw material and not the refined product. We also want to move away from traditional keyword search, since it requires you to know what you are looking for and it returns nothing but “hits” as results (often far too many). The opportunity and competitive advantage comes from the automated analytical processing of the aggregate media flow. That requires computer power and software that is capable of reading, analyzing and contextualizing the information flow and then presenting the findings in intuitive and easy-to-understand results. We want our users to spend less time on searching and have more time for interpretation and decision-making. Technically speaking, Silobreaker combines content aggregation with search, statistical and semantic text-mining and explanatory visualizations to meet a large range of user requirements.

Among other sources you do monitor social media. How important is this area to you?
It has been an important complement to traditional news media for quite a while. Social media have become the obvious channel for things like expressing product sentiment, for the messaging from political parties, NGOs and special interest groups; for calling to demonstrations, and for reporting from major events around the world, including from such places where traditional media is banned or state-controlled. Companies simply cannot afford to ignore social media, nor can analysts who in turn are following the companies.

Are there any new features or services that you are especially proud of?
We have recently launched Silobreaker Premium, a Software as a Service (SaaS) offering for corporate, financial, military and government users. Silobreaker Premium combines aggregation of news content from both traditional and social media together with a suite of analytical tools and visualizations. The aim is to help our customers understand quickly the effects of unexpected events and to discover angles, relationships, stories and perspectives before they become obvious.

You and a bunch of your colleagues are Swedish, but your headquarter is in London. What’s the background on that?
We started Silobreaker with only English-language content, which made UK and US users the obvious targets. So we decided to run business development out of London and product development in Stockholm. Today, we deal with several other languages, including Swedish, and we now also have local sales staff in Sweden. However, 75% of the traffic to our news search engine Silobreaker.com still comes from the UK and North America, so the English-speaking markets remain our largest user base, and London remains a good base for the company.

How Stadium uses Twingly

Right on the heels of Thursday’s interview with Christian Omander, the founder of the gadget online store CoolStuff,  here is another chat we did with an e-commerce website that uses Twingly to open up to the blogosphere: Stadium, a leading Nordic retailer within sports equipment and sports wear. We asked Social Media Manager David Bothzén to give us some background on their decision to integrate Twingly.

Hello David. Please tell us why you decided to use Twingly on Stadium’s site?
Stadium and the products we sell are being discussed among bloggers whether we want it or not. Instead of ignoring the online conversation or trying to hide what our customers write about us we prefer to put it into the spotlight. We are confident about our products and aim at making it easy for our visitors to find information about what others think. Vi choose Twingly in order to find and highlight those blogs that are referring to our products. On each product page the Twingly widget shows which blogs are linking to it. It’s an added value for our visitors and bloggers get more traffic.

What importance do you think social media has? How does it influence e-commerce?
I expect social media to have a growing importance and an growing impact on e-commerce, both from a marketing perspective but also as a sales channel. Social media enables companies to reach out with targeteded messages to a huge crowd of people who have chosen to receive this kind of information. Furthermore you can quickly gain feedback from your customers. If you offer great products and maintain a close dialogue with your customers they will spread your message and products across the web.

What trends in e-commerce are you currently seeing?
One significant development is the trend towards increasingly personalized products to suit individual needs. One example is Nike ID where you can design your own football shoe. Another trend that I believe will have a big impact on the online shopping sector in the near future are check-ins and location-based marketing activities like Facebook Deals.

What’s your vision for the Stadium online store?
Our goal is to continue being the leading site within sports equipment and sports wear and to grow even bigger.

Meet Peter Lindblom, new hotshot trainee at Twingly


Hey! Today it is my turn to be the “new guy” here at Twingly. I’m like Charlotta, who wrote here last week, a trainee from a polytechnic education. I studying marketing and corporate sales at Affärshögskolan here in Linköpig. I’m in the first year of the education and this is my first period of practice.

Before starting my studies here in Linköping, I lived in Västerås and worked as an economic assistant for several years. I really enjoyed the office life, until I got tired of numbers and all kind of papers so I decided to went on leave and start the search for a new life. I began my search with traveling as an backpacker around the world for almost one year and it was then I realized what I want to do with my life.

I want to have a job there I meet and talk to a lot of people! So I came home with my new ideas and experiences and started browsing after an Education that included creativity and much of the social work. A wise man told me about Affärshögskolan and it was exactly what I had searched for!

Now can I say that i really recommend this education if you have the same plans like me.

First time I heard about Twingly was when Anton was talking about their activities at my school. Before that I had no idea what Twingly was!  But Anton got me interested and after the meeting I started to chat with him and one thing led to another… and now I’m sitting here at Twinglys office enjoying my first day here.

As trainee at Twingly are my primary concern to practice my skills in sales and marketing. I will do a lot of cooperation with Charlotta, which feels great. Now I have two exciting months to look forward to here at one of the coolest and most futuristic companys on the market, I’m very pleased with that!

If you want to know more about me and my work, follow my new Twitter! 🙂

Peter Lindblom

Interview: How CoolStuff uses Twingly

As we have highlighted in this post, many online shops use Twingly to connect their sites with the blogosphere. One of our partners in the e-commerce sector is CoolStuff, which offers a wide selection of gadgets and fun products through its Swedish, Danish, Norwegian and German site (the latter one is called Yomoy). We chatted with the founder Christian Omander about why he decided to implement Twingly.

Hi Christian. Tell us why you choose to implement Twingly on CoolStuff.
We like to have an interaction with our customers as well as seeing them communicating with each other. Hence it was a logical consequence that we intended to link to bloggers who write about our gadgets. And then came Twingly that offered a solution that suited us and our needs very well!

How do you use Twingly on your site?
The Twingly Blogstream widget is embedded on every single product page. When a customer who bought something from our shop writes a review on his or her blog and links to the product page a link from our product page to the blog post is created. Other customers can head to the blog article and read more about a gadget.

Twingly widget on CoolStuff product pages

What role do you think social media plays for the Internet as a whole and for e-commerce in particular?
Social media has become a keystone of the web. People like to be social and to interact with other people. So naturally we have the same needs when we are sitting in front of the computer. We are likely to see different players and services come and go, but the general desire of being social through the web won’t disappear anymore. For online shops social media is a good way of increasing visibility as well as reaching out to our appreciated customers and having a dialog with them. Nevertheless I believe even “unsocial” companies can succeed online, but they don’t capitalize on the web’s full potential which means that they do have a competitive disadvantage.

What are the big trends in e-commerce?
Good online stores strive to expand into new markets. Most of the world’s biggest e-commerce companies have for example expanded into the Nordic countries. That is a trend that will continue. Another trend is of course mobile. Currently about 5 percent of all visits to CoolStuff come from mobile devices and this number is increasing at a rapid pace.

How does the roadmap for CoolStuff look like?
Overall we are happy with the shops performance, but there are a few things that we will improve. We want to make CoolStuff more modern. An ongoing project is the improvement of how we present our gadgets. Having better pictures, videos, picture viewing options (like rotation), descriptions and so on. We are permanently focusing on making these aspects better and easier to use.


New trainee

Charlotta BaltazarToday is my second day as a trainee at Twingly. I’m a first year student at Yrkeshögskolan Nackademin’s Interaction Design Education. This is a great qualification for students who are looking for an education with a close collaboration with the industry.

Before my studies I worked in the retail business for several years. I started off as a sales clerk and short after I advanced and became a store manager. Later on I worked as a retail manager,  working with recruitment and establishment of new shops throughout Sweden. Besides my fulltime job I studied IT-related courses at the University and in this time I aroused a great interest for webdesign and HCI (Human Computer Interaction).

I often get the question- Why Interaction Design? The answer is that I have always had a great interest in art and design and to mix this creative interest with the logic of programming and my curiosity of the human system is for me a perfect combination! Besides at the same pace as the technological development the demand of good Interaction Design is increasing and to be a part of this evolution is a wonderful challange to me!

During my practise at Twingly I will put my earned knowledge within webdesign and HCI to work. Under the supervision of the experienced team here my first assignment is to redesign the site Twingly Live.

I am highly convinced that I will earn a big amount of knowledge during my practise at Twingly and I am really excited to be here. Looking forward to 2 months of practise at the company, starting now! 🙂

Curious about me and my work, follow me on Twitter!

-Charlotta Baltazar


“The news itself has become a commodity and isn’t of high value anymore”

Hier ist eine deutsche Version des Interviews.

The Lausitzer Rundschau is a local newspaper from Germany and partner of Twingly. We interviewed Benjamin Marx, who is in charge of the newspaper’s online strategy as well as deputy editor in chief. He explains the role of social media for the media outlet, how the website integrates with Twingly and how the editorial department plans to increase reader engagement and interactivity.

Hi Benjamin, please tell us a bit about yourself.
Sure! I have a background within journalism, an university degree in oriental studies and experience as a web developer. I worked both as a foreign correspondent reporting from the Middle East as well as with creating several web portals. After that I focused on consultancy within crossmedia and online strategies. In this role I came to the Lausitzer Rundschau. One day they asked whether I would be interested in taking over the role as Director of online business, which I agreed to. Since January I’m also deputy editor in chief developing and redefining our crossmedia and multimedia strategy and appearance online.

Benjamin Marx

How will the future of newspapers look like?
For 65 years one of the core elements of our newspaper has been the local reporting and I believe this is where even online newspapers have their biggest potential. Especially from a local newspaper like Lausitzer Rundschau people expect to read about news and events from their local town and neighborhoods. They expect us to observe, question and even investigate the actions of local decision makers. There are two big questions any newspapers has to find an answer for though: How will readers consume content in the future, and how can the business model be adjusted to the ongoing change without losing the revenue needed to finance the necessary network of editors and reporters.

What is the goal of your online strategy?
We aim at leveraging new media channels in a way that is highly relevant for the users. We also want to find ways to increase the perceived value of our content, the news itself has become a commodity and isn’t of high value anymore. The time period of having a news exclusively is rather short. Hence we have to find ways to add value – mainly by providing readers with background information which they don’t get elsewhere. Being a local newspaper we can rely on a well established network of local informers and contacts. But what we need to know first is what people want to read and there lies the beauty of the Internet. In former times we only had the readers letters, now we have lots of ways to measure reader activity and preferences, among them comments and blog posts.

So you are paying close attention to what people write in response to your content?
Yes. There are some topics and news types that usually engage a lot of people on the web and that lead to a host of blog posts. In some occasions we even got in touch with bloggers and asked them for permission to print some of their content. By doing that we again ”captured” the discussion that we initially created.

You also use Twingly for the purpose of ”capturing” the discussion…
Correct. We have implemented the Blogstream widget under each article. When a blogger links to a piece on our website it is visible for our readers, who can proceed to the blog post to get an additional opinion. The Twingly widget is a good way for us to find out which topics are especially popular among bloggers.

What are your thoughts on the current social media hype?
Well social media is a lot of fun. At the same time one has to evaluate which tools to integrate into the editorial work. For us Facebook and Twitter are the most important social media channels. By ”outsourcing” your community to those two platforms you get rid of a lot of hassle that you would need to deal with if you establish your own community (which hasn’t worked for most newspapers anyway). We receive about 5.000 readers each month through our Facebook page and Twitter stream, which probably isn’t revolutionary, but we are happy with that particularly because those are people we otherwise wouldn’t reach through our print product.

How does the journalist of the future look like?
There is an industry-wide tendency seeing the journalist of the future as a true multi-talent – somebody who is able to work for and with any channel imaginable, from print to online, radio and TV. I’m not convinced this will happened. For sure journalists will need a different mix of competences and areas of interest (as they even did in the past) and a basic technical understanding might be required, especially regarding online and mobile. But I believe that between the current positions of the editor and the reporter a third role will evolve: the technical producer: A person with an advanced technical and creative set of skills who receives content, formats and adjusts it to different media channels and platforms, takes care of graphical visualisation, meta-information, comment moderation and other kinds of community management. At Lausitzer Rundschau we currently double the manpower in this area until May.

What is your vision for Lausitzer Rundschau online?
For once to be on as many platforms as possible. To achieve this we are developing a HTML5 version of our site which will work on almost any device. Furthermore we are going to experiment more with prioritising content based on user votings and activity. Our readers feedback and opinions will have even more influence on the position and visibility of articles on the Lausitzer Rundschau website. And then there is another functionality we are currently working on: The collaborative editing of articles similar to how Wikipedia does it. We want to offer our readers the possibility to make changes directly within an existing text, for example to add information or background insights. Of course an approach like that is not without risk, since persons we are reporting about might be tempted to change or remove less positives paragraphs. Nevertheless we think this is a very exciting experiment and are curious to see the blogosphere’s reaction towards this move. And of course we will closely monitor and moderate the editing process in order to avoid abuse.

”Auf den reinen Nachrichtenwert der lokalen News kann man keine große Exklusivität beanspruchen”

Here is an English version of this interview.

Die Lausitzer Rundschau ist eine deutsche Regionalzeitung und seit längerem Twingly-Partner. Im Interview berichtet Benjamin Marx, Leiter des Onlinebereiches der Zeitung sowie stellvertrender Chefredakteur, welche Rolle Social Media für den Verlag spielt, wie die Lausitzer Twingly einsetzen und auf welche Weise die Interaktion mit den Lesern erhöht werden soll.

Hallo Benjamin. Bitte erzähle uns kurz, wer du bist und was du machst.
Gern. Ich bin ausgebildeter Redakteur, habe Orientalistik studiert und auch als Webprogrammierer gearbeitet. Nach Tätigkeiten sowohl im journalistischen Bereich u.a. als Auslandsreporter im Nahen Osten als auch im Web- und Portalbereich konzentrierte ich mich auf die Beratung rund um Crossmedia- und Onlinestrategien. Eines Tages bekam ich das Angebot, in dieser Rolle für die Lausitzer Rundschau tätig zu sein, das ich annahm. Nach etwa acht Wochen wurde ich gefragt, ob ich nicht die Leitung des Onlinebereiches übernehmen möchte. Ich sagte zu, und mittlerweile – seit Januar – bin ich zudem stellvertretender Chefredakteur und beschäftigte mich in diesem Zusammenhang mit der cross- und multimedialen Weiterentwicklung der Redaktion.

Benjamin Marx

Wie beurteilst du die Zukunftsaussichten der Zeitung?
Eines der Kernelemente der Arbeit unserer Zeitung ist seit 65 Jahren die lokale Berichterstattung, und ich glaube, dass hier auch für Onlinezeitungen die große Chance liegt. Speziell von einer Regionalzeitung wie der Lausitzer Rundschau erwarten die Leser, dass sie beleuchtet, was in ihrer unmittelbaren Umgebung geschieht, lokale Ereignisse hinterfragt und den Entscheidern auf die Finger schaut. Die Fragen, die man sich aktuell stellen muss, sind die, wie der Content zukünftig konsumiert wird, und wie man das Geschäftsmodell anpasst, so dass man sich auch weiterhin das wichtige Netzwerk an Redakteuren und Reportern leisten kann.

Welches Ziel verfolgt ihr mit eurer Onlinestrategie?
Wir möchten, dass unsere neuen Medienkanäle für die Leute eine sehr hohe Relevanz haben. Wenn man den Wert des Inhalts steigern will, was ja die Voraussetzung dafür ist, dass Leser theoretisch für diesen Geld zahlen, muss man den Mehrwert für das Individuum in den Mittelpunkt stellen. Auf den reinen Nachrichtenwert der lokalen News kann man keine große Exklusivität beanspruchen. Die Zeit, in der man eine Meldung allein hat, ist sehr kurz. Wir versuchen, den Lesern einen Wert zu bieten, der über die Nachricht hinausgeht – durch Hintergrundinformationen, die sie an anderer Stelle nicht bekommen. Als Regionalzeitung besitzen wir ein enges Kontakt- und Informantennetzwerk in der Umgebung. Essentiell ist aber, zu wissen, was die Leute interessiert und was relevant für sie ist. Und da bietet das Web natürlich hervorragende Möglichkeiten. Leserbriefe sind die wohl älteste Interaktionsgattung, die wir im Journalismus haben – Kommentare oder Blogbeiträge führen diesen Gedanken im Netz fort.

Ihr verfolgt also die Reaktionen eurer Leser genau?
Ja auf jeden Fall. Wenn wir über lokale Themen berichten, dann greifen einige Leser diese anschließend in ihren Blogs auf. Wir haben dann auch schon Blogger angesprochen und gefragt, ob wir deren Inhalte abdrucken dürfen, und die Debatte so wieder “eingefangen”.

Zum “Einfangen der Debatte” verwendet ihr ja auch Twingly…
Richtig, wir zeigen unterhalb unserer Artikel über das Twingly Blogstream-Widget, welche Blogs sich mit dem jeweiligen Beitrag auseinandersetzen. Das ist auch insofern interessant, als dass es ein guter Indikator für uns ist, welche Themen in der Blogosphäre auf besonders große Ressonanz stoßen, und welche weniger.

Wie beurteilst du die Entwicklung rund um Social Media?
Mir macht das Thema unheimlich Spaß. Gleichzeitig muss man sich immer überlegen, auf welchen Wegen man es in die redaktionelle Arbeit einbezieht. Große Bedeutung haben für uns Facebook und Twitter. Früher gab es ja bei Zeitungen den Trend, lieber eine eigene Online-Community einzurichten, aber bis auf wenige Ausnahmen hat dies eher schlecht funktioniert. Indem wir Teile der Diskussion zu Facebook, Twitter oder auch studiVZ auslagern, erübrigen sich viele Probleme, die man beim Betrieb einer eigenen Community hat, sowohl technischer als auch organisatorischer Natur. Was Social Media angeht, sind wir noch nicht da, wo wir eines Tages sein wollen, aber haben schon jetzt jeden Monat 5.000 Leser, die über soziale Medien zur Website der Lausitzer Rundschau kommen. Dabei handelt es sich vor allem um die Zielgruppe, die mit der klassischen Tageszeitung auf anderem Weg nicht in Kontakt kommt. Nicht selten erhalten wir auch Themenvorschläge und Hinweise über Facebook oder Twitter, woraus sich mitunter neue Geschichten und Reportagen ergeben.

Wie sieht der Journalist der Zukunft aus?
Es gibt in der brancheninternen Diskussion mitunter eine gewisse Tendenz, im Journalisten der Zukunft eine eiermilchlegende Wollsau zu sehen: Jemanden, der alle Kanäle, also Zeitung, Online, Radio und Fernsehen, gleichermaßen bedienen kann. Ich glaube nicht, dass es ganz so extrem kommt. Sicher muss auch ein Journalist der Zukunft – wie bisher auch – vielseitige Kompetenzen und Interessen haben und ein technischen Grundverständnis mitbringen, künftig noch stärker gerade in Bezug auf online und mobile. Aber ich denke, dass sich zwischen den bisherigen Rollen Editor und Reporter eine dritte Rolle künftig sehr viel stärker etablieren wird, die Rolle des technischen Producers – eine Person mit stärker technisch und gestalterisch ausgeprägtem Know-how, der die Inhalte entgegennimmt und für unterschiedliche Kanäle und Plattformen aufbereitet, Informationen visualisiert, der die Community z.B. über Kommentare und Social Media betreut, sich um Gewinnspiele kümmert, Dossiers und Meta-Informationen aufarbeitet und pflegt usw. Bei der Lausitzer Rundschau verdoppeln wir die Personalstärke in diesem Bereich bis etwa Mai.

Welche Visionen hast du für die Lausitzer Rundschau im Web?
Vor allem, auf möglichst vielen Plattformen vertreten zu sein und die Interaktion mit den Lesern zu erhöhen. Zur Zeit arbeiten wir an einer HTML5-Website, damit lr-online.de von beliebigen Endgeräten aus abgerufen werden kann. Ein anderes, ganz heißes Thema ist die Priorisierung von Inhalten anhand von Nutzeraktivitäten und -reaktionen. So sollen die Meinungen der Leser künftig noch stärker die Sichtbarkeit und Position des jeweiligen Beitrags auf unserer Website beeinflussen. Eine weitere Funktionalität, die wir anstreben, ist das kollaborative Bearbeiten von Artikeln ähnlich des Wikipedia-Prinzips: So wollen wir Lesern die Möglichkeit bieten, direkt in einem Text Änderungen vorzunehmen, diesen z.B. mit eigenen Informationen oder Hintergründen zu ergänzen. Ein solcher Ansatz ist sicher nicht ohne Risiken, weil Personen, über die berichtet wird, so selbst unliebsame Passagen entfernen könnten. Dennoch halten wir diese Art der Interaktion für ein spannendes Experiment und sind, wenn wir damit in diesem Jahr an den Start gehen, natürlich auch sehr auf die Reaktionen aus der Blogosphäre gespannt. Klar ist, dass wir diesen Prozess eng moderieren werden, um den Missbrauch so schwer wie möglich zu machen.