"We kind of define the job as we go," Durhams said of his team at the Journal Sentinel.
Durhams spoke about the differences between how people used to expect to interact with the news and what they expect now. It's not just a difference in how the information is presented, he said, it's a difference in how people interact with the information they receive.
After hearing Durhams' presentation, I got to thinking about social media. I tweet (see sidebar). I blog. I Facebook. But do I consider how others interact with my social media?
As a journalist, my brand starts with my social media. The links I include and the information I choose to share all matter. If I truly want to encourage people to interact with my social media, I need to make it easy for them to do so.
Durhams also mentioned that it's okay (beneficial, even) to show some personality through your social media. I think most would agree I don't lack personality in my social media. My challenge for myself is to begin to mix in more interactive and informative information with my personality.