At a conference in Cannes, BuzzFeed President Jon Steinberg said that “We feel strongly that traditional media have given up on young people” and that news organizations should focus on sharing throughout their processes.
“More so than the technology, you have to write and produce news for the social web: it has to be novel, important and have this social imperative behind it,” he said, suggesting that some media have yet to move on from an SEO-focused approach optimised for Google’s search engine rather than social sharing.
“That allowed people to write very boring news that was aggregated and unoriginal. And that doesn’t work well on social,” he said. “The most important thing you can do is to think to yourself ‘why would somebody share this content?’ And that’s very high-quality content.”
Stuart Dredge, the Guardian