How news companies can leverage Facebook’s masses

By Steve Outing

OK, I’m less controversial this month in my Editor & Publisher Online column. This latest column looks at Facebook and examines how news organizations can use its API to create social applications and thus leverage the massive Facebook audience. (There are other ways to work with the Facebook phenomenon, including using it for crowd sourcing, but I don’t get into that. Check out this excellent article from for that angle of Facebook.)

While I focus on Facebook, the thinking that drives developing a strategy for it for a news organization also can apply to other social networks. Eventually MySpace (you’d think) will open up to external applications. And who knows what other social networks might get big and thus become worthy of leveraging. What we’re really talking about here is for news companies to develop an effective “widget” strategy.

Author: Steve Outing Steve Outing is a Boulder, Colorado-based media futurist, digital-news innovator, consultant, journalist, and educator. ... Need assistance with media-company future strategy? Get in touch with Steve!