Today in Editor & Publisher online, Steve Outing (former E-Media Tidbits editor and current contributor to this weblog) just published an excellent article: How to Make Your Web Site More Conversational.

This is a must-read piece. Outing outlines several specific tips and strategies for fostering constructive, vibrant online conversations about the news. (Disclosure: I'm quoted in this article, but that's not why I'm recommending it. Steve really did a great job with this one.)

Why bother fostering online conversations about the news? Outing indicates that doing so is no longer a luxury: "The Internet enables the conversation, and 21st-century news consumers are becoming used to the idea that their voices now can be spread far and wide -- just like the voices of professional journalists."

To that I'd add: Failing to deliver what your audience or community has come to commonly expect is always bad for business.

In my opinion, the main reason why news organizations should foster strong online conversations boils down to money. Having a loyal, engaged audience is the foundation of almost every aspect of most news organizations' business model. Few things cement relationships of any kind, but especially with audiences and markets, like strong, mutual communication. Encouraging conversation -- and leveraging those conversations to enhance news offerings -- demonstrates that your audience is valued not merely as a market, but as a resource.

Although only a minority of your audience is likely to engage in online conversations with you at any given time, everyone will notice that you're open to conversation and making the most of it. This is true even of your print or broadcast audience, if you make sure to clue them in about the best aspects of your online conversations and invite them to join in.

All of this enhances reputation, which also helps build brand and audience loyalty. And really, what do news organizations ultimately have to offer but their reputation?

What are your thoughts on, or experiences with, fostering online conversations around the news you publish? How has this affected your business? Please comment below.