Executive Summary (This is a document excerpt)

Traditional media companies have yet to overcome their fears when it comes to Social Computing phenomena like blogging, citizen journalism, or Google News. That's what Forrester discovered at the "Forum for the Future" that the Online Publishers Association (OPA) organized in March 2006. Professional publishers should draw inspiration from leading media organizations, such as Reuters, the Guardian, and OhmyNews, that have already begun to fully embrace what Forrester calls Social Computing. In order to survive in an increasingly competitive and crowded marketplace, media players will have to engage their users in the information delivery process and build up emotional links with their audience — for example, using blogs as community aggregation tools. They will also need to open a dialogue with power players like Google News and Yahoo! News and leverage their own brand as a key differentiator.

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