The Online Storyteller

Al Tompkins, in chapter 13 of his book Aim for the Heart stresses the need for proper online storytelling. Many journalists are still wading through the online waters of the online mediums and Tompkins does an excellent job laying guidelines for responsible journalism that he calls "true, accurate, fair, clear and timely." (page 171)

The key work is interactive. When thinking of broadcast versus online journalism, the reporter needs to make sure that the information is presented in terms that the audience will find interactive and on their own terms. Online journalism focuses on the lives of busy people who many times consume the product on handheld devices that must tell the same story if they were in front of their computer. Online journalist have all the resources available to them when working which include: printed words, video and still photos, where other journalists are limited to only one or two of the types of mediums that can be utilized. The major difference is that all of this content needs to be interactive and include ways for consumers to feel a part of the journalistic process.

Journalists working in an online environment have a whole new set of rules and norms to consider in order to obtain and/or maintain a position in this 24/7 field.

The way that thirty percent of consumer find stories is through Search Engine Optimization and so it is very important that headlines, photo and video captions all include the typical keywords that a person would put in a search engine. The other seventy percent of consumers online go directly to the sites where they are seeking information. Once consumers have found the story the journalist must monitor the interactive activity of the site and make sure that the facts are updated as new ones arise. The five major areas of consumer interest according to Tompkins are: money, family, safety, health and community and so any stories geared in these areas should have one of these key words included in the headlines, copy and captions.

The challenge of online journalism according to Crystal Lauderdale is that the style posted has to fit the story and people have to understand any video clips that are posted to your site. While this may seem obvious, sometimes what is being "seen" portrays a different message then the actual situation, so in being a responsible journalist one must make sure the consumer understands all the facts.

Finally Tompkins rounds out the chapter on the ever present and hotly debated subject of ethics in an online platform. In 2010 the author along with a group of high-level media employees put together what they called "guidelines for ethical use of social media." (page 194) The three major divisions are 1. Truth and Fairness; 2. Accountability and Transparency; and 3. Image and Reputation. His final note to journalists is that even though social networks widen your audience, a journalist is a journalist no matter the journalistic outlet used.