Over at GigaOm, Mathew Ingram asks whether it matters whether some editors and reporters at the New York Times tweet or not, riffing on the “Twitter graveyard” that Charlie Warzel dug up at Buzzfeed. As Warzel notes, dozens of Times staff are dormant or are “eggs,” with default accounts. My answer is simple: yes, it matters, and as I clarified to Patrick LaForge, a long-time, active Twitter user who I think uses it quite well, this isn’t about how they tweet but whether they do it at all.
@palafo Classic analogy. Not tweeting may look like attending a cocktail party with strangers & choosing not to speak to anyone or to listen
— Alex Howard (@digiphile) September 26, 2014
Full disclosure: I gave the Times a much longer, richer answer regarding social media when their researcher interviewed me for the innovation report that leaked earlier this year. I was constructively critical then and will try to be now, as well.
It’s true that Twitter is being actively used by a smaller percentage of American adults online (19%) than other platforms, like Facebook. While I think that underbills Twitter’s influence and reach, I would be interested to see Charlie Warzel or a media reporter audit the NYTimes use & participation on Facebook, Instagram, Tumblr, Pinterest, Google+ Hangouts with readers, Reddit, or comment sections. That would be more representative of total commitment and action on reader engagement, as opposed to a Buzzfeed post that may feel like a potshot to people internally. As someone who has watched and participated in discussion about Times content on all of those channels, I can say with some certainty that there is a gradient of demonstrated use & active listening. As long as @deanbaquet is silent, though, folks at 620 Eight Avenue should be prepared for negative comparisons to Alan Rusbridger (@arusbridger) at the Guardian and external analysts wondering whether he understands how the top editor acts sets the bar, high or low, for a media organization.
I’ve consulted for a lot of people on this front over the years and done internal training at past gigs. Showing you are listening with a favorite or retweeting a reply that advanced a story is valuable; it’s the first step to ‘tweeting your beat.’ For instance, for Baquet, retweeting a different reporter sharing her or his big story once every day would demonstrate that he was reading his own staff and using the audience that he has accumulated to amplify stories would be a safe approach. From where I sit, leading a media organization now includes a profoundly public component, and as the “sources have gone direct,” top editors are ceding ground by not using social media to get their perspective into discussion; posting a press release online or emailing statements is a limited and limiting approach. As for whether someone can lead a newsroom effectively or not without paying attention to Twitter, knowing what your staff or those you respect in the industry are saying about you or your leadership, or how they are responding to public critique or your journalism, is relevant to understanding what their challenges or needs are.
I don’t understand some arguments I see elsewhere online that engaging with readers, across platforms and email, doesn’t make the product better or make someone a better editors. The best reporters I know have active inboxes, busy phones and are constantly vetting stories with sources. The idea that products and services don’t get better through exposure to the customers, clients, readers, buyers or users and listening to their responses goes against the grain of everything we’ve learned about iterative, user-centric design over the last decade, in media organizations or out. I find that many comments, @replies, email or calls I get about my journalism makes it better — not all, by any stretch, but a lot, particularly by people who do research in the space, who do what I’m describing, who report on it or are affected by it. If you don’t think so, that’s fine. It’s been my impression that Margaret Sullivan (@sulliview) is a great public editor because she is an active listener online, not just in her inbox.
I understand that some people may still feel that Twitter is dumb, inane, hobbled by a character limit or not a valuable place for senior staff to spend time. In response, I would suggest looking at how another executive editor at a towering media institution in the United States that’s also working to transform from a print-centric model is handling Twitter: Marty Baron, at the Washington Post: @PostBaron. It sure seems like Marty Baron has quite similar working conditions and roles and constraints as Baquet, and yet manages to approach public communication in a different way.
Time is not the issue at the Times or elsewhere. It’s culture. It takes 10 minutes a day to log on to Twitter, read replies, search for responses to your stories (just put in URL) and send a tweet and RT another one. Anyone in government, media, academia or nonprofits who portrays doing that as a bigger time commitment is being disingenuous, perhaps because they simply don’t want to use the platform, given years of negative media reports about how people act there. It’s certainly true that building and engaging an audience takes time, training or experiential learning, but it’s also worth noting that former Timesman Brian Stelter reported his heart out daily and managed to balancd social media. Creating an account on a two-way platform and then walking away, ignoring people talking to you, is like going to a cocktail party with strangers and spending your time looking at your phone and ignoring people — or occasionally saying something at dinner and ignoring what people around the table say in response. It may be better strategically, from my standpoint, not to create an account at all than to do so and then abandon it. Your mileage, as ever, may vary.