In the last decade or more, the pressure of diminishing resources and increasing output has taken away the opportunity for journalists to do their job properly: to get out of the office and talk to real people about real things.
But the social web has given us a second chance to reconnect with people – albeit in a virtual way – and we should grab hold of that opportunity with both hands. Collaborative journalism, networked journalism, distributed journalism, mutualised journalism – call it what you will, this is the real prize that social media offers media organisations.
We should grab it with both hands, because if we don't the audience will grab it for themselves.
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