It’s no secret the entities once known as newspapers continue to transform into multimedia, multipurpose organizations. But can they also use new tools — especially geosocial media — to lead the process of online community-building? The Rochester Democrat and Chronicle’s score! app raises such intriguing possibilities.
While the company did not return an interview request from this lowly blogger, this interview on WXXI and this Nieman Journalism Lab story provide interesting context — the project started as an alternate-reality partnership with the Rochester Institute of Technology, then had another short civic-engagement run around the midterm elections. It relaunched a few months ago as a full-fledged social gaming site with location-based challenges.
“[T]here’s this huge community in Rochester that we can send people to all these cool places they don’t know about,” project developer Mark Newell told WXXI. “We have reporters and contributors that are trying to get more stuff out there. … We have this amazing cache of knowledge that I think we’re trying to get out in more ways than just writing newspaper articles.”
Sign-up takes less than a minute if you connect via your Facebook ID, and the site is pretty easy to navigate. You can pursue missions, which may include logging onto the score! mobile site for checkins like any geosocial app. Missions point users to both known places and hidden gems, such as New In Town with Driardonna Roland by the D&C’s young professionals beat reporter or Ashish’s Sport and Spice by an intern on local spicy food and sports hangouts.
And score! represents a merging of user with content and, for the D&C, revenue potential. The missions tie in advertisers as destinations, while giving users a chance to discover local flavor (perhaps literally), all the while promoting Rochester as a vibrant community. Quite a brilliant concept, really. User activity seems decent, albeit not overwhelming, and it’s hard to predict a development curve.
The question at the heart of this is: Could colleges or other businesses create a similar homegrown solution? (By which I DON’T mean: Drop a huge chunk of change to an app developer.) The D&C benefits from economies of scale — they already have a large staff of content providers, backend development support for their website and a well-used communication vehicle. Some colleges have those advantages as well.
Colleges establishing their own rich geosocial applications and networks — to better connect students to each other and their institutions — would require not just resources, but a paradigm shift in some traditional roles and expectations. But hey, if print media, (erroneously) considered dinosaurs by some, can jump on this kind of innovation, why shouldn’t other industries consider it too?