Become viral? Or needed?

Last week, I was asked to be a guest speaker at the event Media Meeting a state body.

Feeling “Seilitumu”, instead of trying to teach something to fellow journalists, I chose to deliver the lighter of discussions through material entitled “Still Interesting With Positive Journalism”.

There are two things that I raised in the discussion. First, positive journalism. Second about the challenges of making information to be interesting in the midst of fierce competition TPA At the moment.

For positive journalism, roughly the substance is the same as the blog article that I have written here. So I didn’t tell me anymore.

Well, what’s interesting and warm in the discussion is about how the media can remain “attractive” and in demand by the public.

A colleague of News -based national radio network journalists conveyed his experience. He often experiences an eye view from the audience and advertisers with the question: Are there still those who hear the radio?

Meanwhile, other participants who were a big daily journalist claimed to be uneasy with the phenomenon of virality. Viral becomes the obsession of many people and organizations that produce content. The media often finally also participated in making content to be viral.

But unfortunately, he continued, the media cannot be as free as individuals or anyone in making information. The media has a regulation, ethics, to the legislation that must be obeyed. The media is required to present the correct information responsibly. “Whereas influencer No, “he said. At the same time, existence influencerThis began to take over the portion of advertising spending to official media.

I really can feel the turmoil of fellow media activists. The situation faced by this industry is often not easy. Especially now.

But I believe, like any organization, those who can continue to grow are those who can always renew themselves so that they are always relevant to the times.

Similar to the need for food. The community will always need information. It’s just a different way to look for it, how to consume it that is no longer the same as before. The medium also continues to evolve. This change process will not stop.

Therefore, when the media is abandoned by the listener, readers, viewers, or customers, it does not mean that people no longer need information. They still consume information. It’s just that the choices of types and methods are now very diverse.

At present the media is not only competing with fellow media. But competing with anyone. Because anyone can produce and disseminate information or their own content.

Being needed, not solely viral

Alright, we move from the situation of the discussion room last week which became warm because it turned into an anxiety bulk.

Problem viral, this is most often discussed and asked.

GNFI also often gets the question of how to make content to be viral? This question comes from young people, organizations, companies, even government agencies. As if a spread of information like a virus needs to be mastered shortcut-HIS.

In fact, if you want the original viral easily. Just make something strange, odd, controversial.

The case promotion of drinks carried out by Holywings, which was in a scene for a few days, I think is a clear example. That for viral it is not difficult at all.

In fact, sometimes he like throwing small heat in a pile of dry straw. The fire quickly enlarged until it could not be controlled by the maker because of. But it feels, not viral like this Can what we want?

Therefore, rather than pursuing viral, for content creators including the media, it helps us focus on the content that is needed by the audience.

BBC once embraced the types of community needs for information. Where each different needs, the different types of content should be different to approach them. This BBC model is named Users need a model.

In short, there are six types of information to meet six needs “User”:

1. Update me.

Usually information that presents facts. Answering the question, “What happened?”, “What is the details?”. The format that is often used is 5W+1H.

2. Continue to my trend

Often related to what is trending on social media. The media usually lifts “What do people say on social media related to an issue or event?”

Often Can Seeing this like this? And it turns out the public needs to follow the trend are also large. Usually for two reasons: 1. Want to have material when at any time involved in a conversation about the topic; 2. Understand the reasons behind a Hastag Certainly can appear on social media.

3. Give me perspective

Not everyone can immediately understand how an event has an impact on them. What are the benefits for them? This side is usually filled by opinions from observers, experts, or speakers from various sides.

4. Educate me

This type of information can often be a durable content or Evergreen. This type of content, among others, about how or How; Contains a list of something; Question and answer one topic or Q&A; to explain a process.

5. Inspire me

People usually like something that inspires. About how there are people who struggle to overcome certain problems, achieve something, or do things that have a good impact on many people. In journalism, this content is sometimes referred to as “Journalism Solution”.

6. Turning me

Not everyone likes to continue to consume something serious. Occasionally need to be “diverted” to something that makes it intrigued. Something surprising, funny, or sometimes a change. Even though it is actually still related to something serious.

Those are six “necessities user“At the same time six types of content for them. One topic can be approached as well as the sixth.

For example, some time ago the public was shocked by the sinking and the death of the son of the Governor of West Java Ridwan Kamil, Emmeril Khan Mumtaz, in Sungat Aare, Switzerland.

When new news emerged, the public wondered how it happened? With anyone? What are you doing in Switzerland? What is the search process like? And so on until the body was found, brought home to Indonesia, and buried in Bandung Regency. Every renew The news is always awaited by the public. Here Hardnews Highly anticipated.

When public attention is so great, conversations on social media about this event have also increased. There are many interesting things to be quoted from there.

And it turns out that this huge attention can be analyzed from various perspectives. So analyst comments, experts, observers or even ordinary people who are considered to represent the opinion of the public can be appointed to add the perspective of one event.

Even this governor’s son accident can be used as a lesson for the public, especially many rivers and water -based tourism destinations in Indonesia. So that there is also a content about how to experience an unexpected situation when in a river or water tourism object.

It turns out that there are also many interesting sides of the figure of Emmeril. His social concern, initiative, creativity, and other sides that have not been seen to be interesting to be raised to be inspiration.

Even though the atmosphere is grieving and tile, apparently there are still “unique” things that appear. This can also be appointed, as in this story in this news: https://www.tvonews.com/dahajar/jabar/47131-berita-sitar-bamil-malah-malah-dat-dencapan-samat-lambaran-and-rirah-halal-bihalal-when-ulil-netizen-kudu-ap

That’s what about it. One topic can be made news or story with six approaches.

This method is relatively useful for anyone who wants to develop ideas, build stories, and present information. Of course, including for the media. We also at GNFI did it.

And a matter of viral. Actually the majority of viral content is very short. Sudden booming Then vanish, then people forget.

Content like this is not our goal.