Nonetheless, the old media guard can't be accused of complacency when it comes to embracing the new to recapture lost audiences and build their brands -- wherever they reside. Nowhere were these digital machinations more on display than with the news of the Virginia Tech shootings. Here's a sampling:
- Bowing to the almighty SEM acronym, a number of top-tier newspapers purchased Virginia Tech-related keywords to ensure prominence in the paid link section of the search engines
- NBC established a site on Facebook to elicit first-hand student input on the shootings.
- Its cable sibling MSNBC commandeered some VT student/citizen journalists to provide a steady stream of fresh content, much of which via SMS.
- And of course the camera phone that captured it all for rebroadcast in a myriad channels.
- Counteless outlets relied on student weblogs to obtain eyewitness accounts of the shootings.
- One newspaper photo editor in New Jersey posted a plea on Flickr seeking images.
- Wikipedia played a key role as a repository for things VT.
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