Websites need to build sense of community

By Raechal Leone
Gazette Staff

Any newspaper website can draw hordes of visitors when big news breaks. But only those that provide ways for readers to build communities on their sites can sustain the Web traffic, Jim Brady of washingtonpost.com said Thursday.

Brady, vice president and executive editor of the Post's site, and Jennifer Carroll, vice president/ new media content at Gannett, led the APME conference session, "Where the Journalism of the Future is Being Done Now."

The two panelists - and a few members of the audience - offered tips on how newspapers can foster a sense of community among the people who visit their sites.

Among the tips:

Databases of public records. When Gannett's Fort Myers News-Press in Florida obtained federal hurricane aid records, it posted them to a searchable database. Readers used the database about 60,000 times in the first two days, said Executive Editor Kate Marymont, who was in the audience.

Games. Readers of USA TODAY's Website can play a game that shows them which of the presidential candidates most closely matches the readers' views on key topics. The games give players control, voice and the all-important feeling of community, Carroll said.

Live discussions. Washingtonpost.com employees spent about a week 12 years ago building the software they still use today for live discussions with reporters and newsmakers, Brady said. The same readers tend to participate week after week, he added.

Social networking. Washingtonpost.com readers can now start their own page that aggregates their comments, along with stories or live discussions they've bookmarked. It also tracks any groups they've joined, Brady said.

Maps. Gannett's Cincinnati Enquirer has built maps that track the news, local real estate, murders and other topics.

Blogs, especially ones that focus on key beats in the newspaper's coverage area or are run by the newspaper's well-known personalities. "The ones that work are when you can build a really strong community around the topic," said Brady, whose site includes about 80 blogs.

Watchdog pages. Newspapers can ask readers what they would like to see investigated. That's what USA TODAY and Florida Today, a Gannett paper in Brevard, Fla., have done on their sites.

Groups. Reporters who don't have time to blog could establish an online group, as several have done at washingtonpost.com. They can send out a question or discussion topic to people who sign up for the group, Brady said.