Why news orgs and journos should engage online with groups & organizations

On the Knight Digital Media Center USC site, I just posted a short item about a new study from the Pew Internet and American Life Project:  Internet breeds engagement, not isolation, says Pew

At the end, I noted:

Given that groups often have considerable reach and influence, it makes sense for news organizations to actively engage local or relevant groups, especially via social media.

The online activities of groups are now a key channel for news, information, communication, and engagement for most Americans. It makes sense to build bridges with these channels in order to reach wider audiences and listen more effectively to community issues and concerns.

Which is yet another reason for the news business to get over its traditional stance of aloofness/separation from the community under the fig leaf of objectivity.

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