Today's Social Journalism: Engaging the Conversation to Gain Credibility and Produce Better Content
From Theory to Practice: How to Assess, Measure and Apply Impartiality in News and Current Affairs"
Clement Charles

Abstract
Media need to engage a virtuous circle of trust with their audience and use current technology to reinforce their credibility by adding a stage to their value chain, using their content as a basis for debate using social media tools and interaction with the media consumer Purpose This paper will aim to identify a set of concrete methods and practices that could be implemented by all kind of news organisation in the final publishing and public stage of the publication process. Design / Methodology / Approach Our approach is a combination of a general review and an essay. Findings Opening up content for comments is an largely used method to engage the conversation, with rather low risk and increases of both traffic and credibility. Further, practices of social journalism can be implemented within the news organization to integrate audiences as a panel, as witness or as expert in one specific fieldin the process with the same level of journalistic standards.. Originality / Values Contribution to the identification of actual, ready to use, efficient methods to increase credibility of news media organizations by augmenting transparency and openness when content are published.

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