| Underpinnings:
First, a bit about TweetDeck. This is an application, not a web interface, and it's favored among very heavy users of Twitter. The system has multiple columns which can be filled with those one is following, a specific Twitter list, or a search for a particular term or hashtag. Among those contributing to our effort this seems to be the most common choice as a viewport into the twitterverse.
The method we use to expose the advanced operator's world view is a set of tools called NetVibes, which is provided by Ogilvy Public Relations. This is a complex, multifaceted system and we really use just two of the features; the ability to present a Twitter user's feed, and the ability to search on a hashtag. There is one expansion planned which involves either the platform providing us with a means to present a feed based on a Twitter list, or us coding a means to expose a list using a separate Twitter account. The former is very preferable as it protects the time of our technical editors and developers.
This NetVibes based view provides a means to publicly expose the thinking of the lead editor, expressed in a format similar to that of TweetDeck. We enhance this by creating a standardized tabbed view, sorting feeds into news, views, opposition, and buzz. A reader familiar with one area we service will find it easy to transition to a new topic. We permit a 'situation room' tab which is free form, allowing response to situations and experimentation with tools beyond the two basic ones we use now. There is an editors tab, which both exposes the behind the scenes discussion that goes into the news gathering process and rewards dedicated participants, if they choose to have their association publicly known. The lead editor always occupying the upper left, and a handful of close associates who provide coverage, and perhaps specific forms of expertise, round out the group.
The scope of the NetVibes content has expanded beyond our initial offering in June, in part due to the demands as more voices have been heard on the policy topics, but in even larger part due to the decision to provide dissemination via the paper.li system. The NetVibes newsroom transparency is key and some order must be maintained - the classification of feeds into news, views, opposition, and buzz being the primary means of doing this, but a more broad, open environment is possible as we are now able to distill the daily offering into a dozen or two links presented to paper.li via a role account.
The paper.li system binds each paper to an account and its Twitter friends, to a list, or to a hashtag. The tweets themselves are dispensed with - paper.li expands upon the links provided, creating a broadsheet for each policy area.
The hashtag system is easily gamed should a small, motivated group choose to do so and we avoid this potential. General lists are subject to the vagaries of the individuals and feeds involved, as are an account plus friends view. We created role accounts for each policy area, we had them self list under 'news', and we use this one member list to drive the paper.li output. Content for the account is submitted by the editors and tweeted directly from the account using the Progressive PST Twitter system.
The role accounts, being managed by the Progressive PST system, have a common format that enhances the Progressive Congress brand. Each account uses the Progressive Congress Action Fund logo as its icon. The source application for each tweet clearly states the origin as being Progressive Congress and its URL is the paper.li output for its particular policy topic. Those digging deeper by checking the profile details find a link to the NetVibes newsroom.
Constituencies:
This effort will serve multiple constituencies but creating a service that is of use to policy makers is key to all the follow on possibilities. Attention conservation is key; we strive in the main paper.li output not for an inclusive feed, but for a complete one. All relevant topics should be covered, but duplication and excess information is to be avoided. Defending the policy makers from the flood of information out there is the core mission for this effort.
Activists, having either more broad interests, or deeper subject matter knowledge in certain areas, will be excited to participate in something that they know is being read in the halls of Congress, but the tight, main presentation may be viewed as limited coverage. The NetVibes news room, pleasing to the advanced Twitter user, will overwhelm those who lack the filtering and situational awareness skills found in the operators from this space. The paper.li system permits up to five publications per account and the initial primary feed will be joined by a blogger-centric 'activists' publication. This permits the recognition of citizen journalists doing good work without requiring that readers wade into the rapidly shifting currents of Twitter.
Think tank and other policy writers will wish to have their content made visible. Many of them already use Twitter to disseminate information but their output is not so frequent as to warrant an individual feed within the NetVibes news room. Editors will promote their efforts to the paper.li feed, perhaps more than once to ensure inclusion, and they'll mention the source in the promotional tweet. This community will react more slowly and in a different fashion than the bloggers/activists, but once the news feed operation shows some longevity and the ability to help shift policy discussions good access and coordination will be achieved.
Future Directions
The NetVibes news rooms themselves are a product for a certain sort of user, but they're also a virtual gathering place that will accumulate communities of practice interested in their specific policy focus. This is a natural, organic occurrence in online communities, but being mindful of this we specifically cultivate such things, and we cling to meritocracy and principle over credentialism and personality, which ensures a healthy, dynamic system that adjusts as needed.
The information flow being managed is public and collaboration is a natural aspect of such an approach. Value added services will be conceived and integrated into the workspace, or feeds and lists may be appropriated for other work. So long as respect for the work of those involved in the operation of the system is maintained derivative works will be welcomed.
The editors of this system have the information filtering and situational awareness skills common to the twitterati and they display a deeper grasp of subject matter found among policy oriented bloggers. Project management skills are often a component of their day jobs and while unspoken, they all seem to be frustrated with the reactive, stateless nature of the Progressive blogosphere. This effort will provide an outlet for these organizing urges, permitting a reputation economics based motivation of the blogosphere.
We assume that each editorial group will quickly fill the four additional paper.li slots allowed to each account, using Twitter lists to specify which feeds provide the links used to generate the paper. Keeping with our conservation of labor and team oriented approach we will be integrating the tlists tool, a shared method for teams to maintain Twitter lists.
We've identified three key constituencies to support and as a customer service focused operation we won't be able to continue managing this in an ad hoc fashion when we have forty five daily publications, forty or fifty editors, and hundreds of high value consumers. We've been working with SmallAct on the use of their system for constituent services for elected officials and we'll be applying this tool to the nine policy area role accounts. This environment, full of intense systems thinkers, will provide very good feedback for SmallAct, and the high visibility of the effort will benefit their recognition as well as Progressive PST's move into constituent services. |
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