The best engagement for a hyperlocal site is when its audience becomes a cornucopia of user-generated content. But how do sites make that happen?
There was a recent media kerfuffle when the Nashville Tennessean ran two un-bylined articles produced by publicists at the Vanderbilt University Medical Center. Was that a no-no? We asked Jane Stevens, who led creation of the community-driven WellCommons health site at the Lawrence Journal World, to explain what works and what doesn’t when sites, as they should, turn to their audience for articles and other content.