Convergent Lessons from Olympics 2012 October 29, 2012Posted by Joanne KY Teoh in Journalism, Multimedia, Online Video, Reviews, Social Media, Web Video, YouTube.
Tags: convergence, convergent, digital strategy, multi-platform, Olympics 2012
From smartphones to social networks, today’s digital tools are helping audiences connect, create, and interact with each other on a global scale. This is changing the relationships content consumers have with each other, and with every business.
In the past, journalism relied on a broadcast model to influence audiences with mass media, projected out one-way, to as many consumers as possible. To succeed today, journalism need a network model, one that takes advantage of audiences’ ability to engage, interact and collaborate with news organizations and each other.
In the era of the hyper-connected user, it’s no longer about broadcasting a message. Digital media is fragmenting from mass markets and mass production, to a world of niche networks and communities that are interconnected, dynamic and powerful. All links among audiences and between audiences and news organizations, are a network, enabled by social media, the web, mobile devices.
Within this new network, how do content creators shape and interact with the message? The Summer Olympics 2012 offers best practices in crafting an integrated digital presence across media platforms. Watch the case study here: Slideshow