How should news organizations respond to criticism by readers through social media? According to the Guardian's Greenslade blog, the Washington Post has told journalists not to argue with readers through Twitter. A memo was passed around to the Washington Post staff which said that "even as we encourage everyone in the newsroom to embrace social media and relevant tools, it is absolutely vital to remember that the purpose of these Post-branded accounts is to use them as a platform to promote news, bring in user generated content and increase audience engagement with Post content," states the blog. The memo was distributed after the Post put up a controversial article by an "anti-gay activist."

The piece, which came out after the large number of teenage suicides, implied that homosexuality is a mental heath issue and this caused a gay activist group to complain on Twitter. The Post staff then defended their publication to these tweeters. "We sometimes engage them (the readers) in a private verbal conversation, but once we enter a debate personally through social media, this would be equivalent to allowing a reader to write a letter to the editor-and then publishing a rebuttal by the reporter," the memo said, "It's something we don't do."

Roy Greenslade disagrees. He said journalism is about engaging with readers, especially in the digital age, and that banning journalists from debating with readers is a "denial of freedom for both journalists and citizens."

Tbd.com said the Post probably did not want a "wild, wild west on Twitter in which all kinds of staffers are duking it out with the paper's detractors, of which there are many." However, the article said the real problem is why the publication published the article in the first place, which had a lot of speculation and "not-exactly-scientific contentions about teen and gay behavior." The article added that maybe next time, the Post should engage with critics more intelligently.

The Guardian just published comment and blogging guidelines, in which the paper encourages its journalists to interact with readers. "Participate in conversations about our content, and take responsibility for the conversations you start," is the first of the eight suggestions. "Encourage readers to contribute perspective, additional knowledge and expertise. Acknowledge their additions," is another.

The BBC has issued new guidelines for journalists on how to engage with readers through social media following a new edition, according to journalism.co.uk. The edition covers content at BBC Online and updates the previous guidelines, which were set in 2005, to incorporate social media and user generated content this time. BBC Trust commentary commentary on the guidelines says, "the new edition takes account of editorial issues raised by technological developments such as mass audience voting by phone, email and text, and the availability of material from social media," journalism.co.uk noted.

The guide states that social media has created people who are willing to make personal information about themselves known online and much is considered to be public domain, but this does not give reporters the right to exploit its existence and disregard the consequences.

Digital news has given readers the chance to interact with journalists as never before, and it is an opportunity that the news media must embrace. But how direct and personal should this interaction be? Where should lines be drawn?

Sources: Guardian (1), Guardian (2), Washington Post, tbd.com, journalism.co.uk
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