NPR announced last week it would be doing away with the ability to leave comments on its website as of today, August 23. According to Poynter, NPR’s managing editor for digital news Scott Montgomery says that NPR’s official social media accounts, and those of its journalists, have become the primary channel of communication between the radio network and its listeners.
In a blog Montgomery posted on NPR.com, “Social media is now one of our most powerful sources for audience interaction. Our desks and programs run more than 30 Facebook pages and more than 50 Twitter accounts.” According to the Poynter article, “NPR is just one of several news organizations to give up on commenting in recent years. Among them: Reuters, Recode, The Verge, Popular Science, Chicago Sun-Times and The Week.”
Where conversations occur will always evolve. We must be nimble enough as communicators to know how to seamlessly move our conversations from medium to medium. Did your spokesperson just do a radio interview? How are you now going to engage with that on social and respond to listeners? Just appear on a TV morning show in your local market? Where is that conversation going once the broadcast is over?