National Public Radio (NPR) represents a media organization thriving in the digital space to create and distribute news. Innovative uses of social media, their blog and linking themselves to their content producers and respected outlets, drive clicks to their website.
NPR consists of a network of 900 independent stations and 27.5 million listeners a week. The organization is working to ensure a traditional form of communication, the radio, stays alive and well in the modern age with the savvy use of the newest form of communication – social media.
Communicators across the United States bemoan the death of the “old media” due to social media tools such as Facebook, Twitter and bloggers. However, perhaps the “old media” would have a higher survival rate if the implemented strategic digital media to their services similar to NPR’s.
Here are just a few ways NPR is utilizing social media to connect to their community – because in today’s world your audience interacts with you not just you to them.
NPR’s website stands-in-attention as one of the most content filled websites I’ve ever been on. You could easily get lost for days perusing videos, photos or articles on a variety of topics. However, while you may get wander lust if you are constantly salivating to explore the next piece (like me), that is not to say it is a hard website to navigate. NPR’s design allows readers to interact with the content and follow the trail of bread crumbs of information around the site. Savvy tags and hyperlinks contribute to the ease of following a topics timeline of coverage. An intelligent move considering how much content is thrown on that website every hour.