Online media participation



The importance of social media is increasing day-by-day in our daily lives. There is a lot of industry development in social media platforms, such as business marking, education areas, marketing campaign and even political commentary. We shop online instead of going to the store; we share life status and news on Facebook; we talk to our friends and family via SMS, instead of by phone. Thus, many business companies discovered the power of online media. It is possible to utilize social networks to increase traffic, create interest and boost brand awareness.

Social networks not only create opportunities to increase awareness of brand, they also provide a place to interact and communicate with consumers; at the same time, allowing consumers to interact with each others, which continually increase the brand loyalty. Importantly, in the process of interaction and participate to identify and deliver niche audiences to advertisers. How to create the “selling point” is the biggest challenge for online editors.

Why media organization wants to encourage internet user to participate in their media platforms? The reasons behind news sites encouraging comments is to increase traffic, because users will leave comments and then come back to see them published, and they will continue to check whether their messages have attracted any responses. In addition, online interaction is beneficial to understanding the complex issues rather than purely to get response and reaction. Although there are a lot of people commenting on news websites, we cannot believe that online comments stand for the majority view. There are many examples can support this point. Kerr’s survey found that 90 percent of online users never leave comments; approximately 9 percent occasionally leave comments; and only 1 per cent often leave comments (the more information you can browse: Jericho, G (2012) ‘Never read the comments’). This result shows that participants only represent a few people’s points of view; there are many ways to improve the participation of online audience.
The main formats for inviting users to participate is to increase interactive sessions, such as: poll, blogs, Q&A, message boards and reader’ story. In addition, the diversity of media formats such as images, video, interactive games and the application of mobile phones. Encouraging users to share their own stories, which may raise the enthusiasm of participation. At the same time, participation will bring new stories and unique perspectives for journalists when a massive number of readers are involved. There are many benefits of inviting readers to comment: the audience will give feedback in time for news sites, increase audience engagement and bring new stories to journalists. Thus, citizen journalists play an important role in the digital media era. In fact, if media professionals violated ethical to report false news; sometimes, the real situation may be revealed by citizen journalism, which may be a constraint for professional journalists. Furthermore, editors need to consider how to prevent the brand image and even on the legal level;therefore, media professionals need a comprehensive knowledge and code of ethics, which is the biggest bottleneck of digital media. This is due to some unprofessional interaction sections may annoys.

What is the meaning of personal social media content for our life? In fact, personal social content is mostly a form of self-expression in the moment. If you have professional goals for your social networking participation, you need to consider whether you share the professional interests and expertise for your audiences, each time you update or comment. The controversial topic is whether we need to use our actual name in online commenting. Some supporters say, you need to register to give comments, including perhaps providing a driver license number or credit card number, which may inhibit the libel and made-up words. In fact, it would make it easier for media organizations to censor and moderate. However, some opponents think the real-name commenting will damage expression right. In order to build a healthy Internet environment, users should consider what you hear and maintain respect for other participation.


Jericho, G (2012) ‘Never read the comments’, in The Rise of the Fifth Estate: social media and blogging in Australian politics, Carlton North: Scribe Publications

Odden, L, ‘5 Tips For More Impact From Social Media Participation’, online available:


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