In the previous article How Are News Media to Survive In Web 2.0 World? how news media as the organization need to change to survive in web 2.0 online world was discussed. The topic of this article is further discussing how they survive, clarifying methodologies, from which marketers, PR representatives and communicators in general can learn to become successfully social in web 2.0 online world.

Following how news media becoming collaborative mentioned in the previous article, the author would like to briefly explain the two primary KFS mentioned; controlling distribution channel and improving content quality, then conclude by how new media are to create establish infrastructure and create optimum environment for the KFS.

1. How are news media to control of distribution channel and/or improve way of delivery?

As in the previous article Vol.20 - How Are News Media to Survive In Web 2.0 World?, control of content distribution channel is vital, which often is about new platform or way of delivery of content. According to Jaffe in his article The Changing Paradigm for Entertainment (2010) 65% of executives believe that main source of future revenue for entertainment industry will be from new platform/way of delivery, and as a same content industry, this is a learning that news media need to leverage. However, unlike entertainment industry, it is not easy and/or realistic for news media to close print media business, even though as Steiger (2009) says in his article Investigative reporting in the Web era, there are some news media that has gone web (online)-only such as the Seattle Post-Intelligencer. Realistic measures for survival are as below.

1) Develop a new strategy that emphasizes leveraging multi-platform and multi-media.

Multi-platform and multi-media could include traditional media of print (newspapers, magazines, flyers etc.), TV and radio, and web. Differentiation among traditional media have been the issue before the Internet era, and now the issue is differentiation between traditional media (especially print) and web/online. This needs to be done based on the characteristics of each media and platform, and effectively mix them to generate synergy.

2) Develop multi-platform online strategy.

Online strategy no longer is exclusively of PC platform; it is of multi-platform including mobile and TV, with proliferation of mobile and advent of interactive TV. In addition, with video and audio podcast on the web, streaming content (of YouTube) is now quite popular. Also, with virtual world and gaming, social gaming and virtual content is becoming popular. Thus it is often said that (PC or mobile) web, TV and radio are converging. Integrated multi-platform web strategy leveraging such paradigm shift is critical for effectively developing and delivering content that maximizes revenue.

Use of online video is a new model of distribution and an opportunity to partner web with video. This is explained by Lewis (2009) in his article 5 Ways Traditional Media Companies are Using Online Video. The five ways mentioned by Lewis are as below.

(1) Adapting to new customers: e.g. Customer Report. Printed report is for depth of information and online video is for quick reference for customers deciding between different brands.

(2) Private-label news networks: e.g. Forbes started Forbes Video Network.

(3) A literacy video channel: e.g. Harpercollins.

(4) The video wire service: e.g. AP (Associated Press).

(5) Standardizing ad formats: e.g. French ad giant, Publicis Group.

3) Customized delivery is also a key for online strategy.

Customized delivery is also a key for online strategy, because this cannot be done with traditional media. Customization is one of the characteristics of the Internet, as mentioned in the previous article Vol.8 - How to Start Web 2.0 / Internet Marketing. This can be a key for differentiating from traditional media.

2. How are news media to improve content quality?

News media needs to go niche. This means effectively segmenting for positioning themselves by to differentiate from competitors. The Huffington Post, as Lewis (2009) states in article e Social Journalism: Past, Present, and Future, is an example of successful; it is now a leader in today's social journalism.

Whatever the positioning may be, needs for reporting remains regardless of the popularity of web 2.0, and some reporting can only be done by professionals, by news media, so it is all about content quality based on effective positioning. Moreover, there are some methodologies that can only be adopted by news media/ journalists, leveraging their professional expertise and/or network and organizational skills.

1) Breaking news and living story news content is of high value, especially with curation and contextualization.

It is no doubt that breaking news and living story news content is of high value, and although citizens can be journalists, many such news contents that can only be reported by professional journalists. Many of such news (e.g. news on politics/government, global/society/industry trend) require systematic and organizational information channel, high expertise of reporting and/or extensive and intensive planning/concept making and execution (meaning much resources as well as expertise required).

What is more, the news content value further enhances if content are curated and contexualized, which few citizen journalists are capable of.

2) Real time streaming/reporting is content of high value.

Real time streaming/reporting is also high value content, and although there are some exceptional cases in which citizen journalists sometimes happen to report real time by Twitter and streaming, it is usually difficult for them to report first hand information of such news. Some examples of such news include news of abroad, terrorism, and accident, to name a few.

Furthermore, in many cases, professional journalists specialized in a particular field alone can curate and contextualize spontaneously when reporting a news real time.

3) A better news search experience by directing consumers to the news organization that breaks the news adds value to news content.

This effort is actually ongoing as one way that news media is raising the value of news content overall. According to Curley (2009) in his article Crossing the burning bridge, this effort is called AP3P or Protect, Point and Pay, by AP's aggregated body of unique news content called NewsGuide curated by news editors.

4) Geo-location is another solution.

Although there are no boundaries in the Internet world, geo-location is one of the current trend and location-based social networks are being established. Location is one factor of market segmentation and this is one way of segmentation and positioning for news media to go niche.

5) Content development leveraging social media ecosystem is also effective.

There are numerous ways of news content development leveraging social media ecosystem that adds value to the content. Some examples include blogozines, distributed social news, social news gaming, and UGC (user-generated content).

6) Building community is vital in social journalism.

This can be said as a type of UGC. There can be variety of community such as branded community and story-based community to name a few.

3. What news media needs to do to create an environment and establish infrastructure for social journalism?

There are mainly the following.

1) Encourage social journalists.

In fact, some media have actually explicitly announced policy of either their journalists become social or leave, as in recent article New BBC Director Mandates Journalists Use Social Media by Grove (2010).

2) Composite guidelines and policies for using social media tools.

Similarly to companies making guidelines, news media are starting to make guideline and policies for using social media tools, as explained by Betancourt (2009) in her article How Social Media is Radically Changing the Newsroom.

3) Leverage web 3.0 or the semantic web.

News media may well get ahead by leverage web 3.0 or the semantic web. This means contents that used to be created manually are change to contents automatically performs heavy lifting, as mentioned by Callari (2009) in his article "Social Media Predictions for 2010".

4) Find and acquire relevant resources.

This includes finding a strong technology partner and pitching the editor-in-chief. Acquisition of appropriate technology (by partnership is effective) and key person for effective delivery of high quality content are also vital.

Companies and individuals can learn much from how news media is doing to survive, and the above methodologies for the 3 KFS can be applied to their marketing and PR in the web 2.0/Internet online world. The author would like to discuss them in the upcoming articles.