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Advice from the Google playbook

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Advice from the Google playbook

News organisations that wish to expand and improve their social media presence might want to take a page from the Google playbook.

Maha Abouelenein, Head of Communications for Google in the Middle East, had some advice for news organisations, based on Google’s experience. Here are some of Google’s insights:

- Focus on the user. “Google builds the products, but users decide what is successful and what is not,” says Ms Abouelenein.

- Empower others. “Everyone has a mobile phone with a camera on it, so people expect to view things now, live. The truth is at their fingertips to broadcast news to the world.”

- Ideas come from everywhere. “We have a policy of spending 20 per cent of our time – one day a week – outside of the core job. I challenge you to spend 20 per cent of your time thinking about the newsroom of the future.”

- Think big, but start small.

- Never fail to fail. “Google fails a lot. How we take these failures and learn and grow makes us better, more friendly for our readers.”

- Launch early and iterate often. “A lot of times, companies want to polish a product before they launch it. We don’t do that at Google. We launch early, put it in the hands of users, update it. Users are the best to tell us how to make it more relevant.”

Author

Larry Kilman's picture

Larry Kilman

Date

2012-02-29 10:46

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