A Sit Down with Main Stream Media: An Interview with Daniel Honigman

Daniel Honigman is a pretty familiar face to those of us in the know of Social Media and the Citizens of Chicago. However, I wanted to take a different look at Daniel or (@dan360man) and really let him give his take on a variety of issues.

Who are you?

I’m Daniel Honigman, of course. I'm a news guy, I'm into social media and I enjoy a good cigar every now and then. Oh, and also long walks on the beach.

What’s your current job?

I’m the Social Media Strategist for Tribune Interactive and Co-founder of Old Media, New Tricks.

What exactly does a social media strategist do for a large media company like Tribune Interactive?

Well, I'm with several papers. I work with several papers, including the Chicago Tribune, Los Angeles Times,Baltimore Sun, Orlando Sentinel. Lots. First, it's a lot just to keep on top of my game, with trends, tools and the like. Basically, I have to serve as a change agent. Mainstream media organizations have always had smart people working for them, but many of these folks are wired a certain way. You can't just fire everyone, because then you'll lose some great institutional wisdom. So I find folks to work with and give them the tools they need to not only be more active on the social Web, but tools to convince others.

In addition, I also have a great job, where I'm able to find all of the great content we do, and figure out ways to promote it both locally and nationally. Also, I work with folks in my markets to help them build communities around their content, and in turn, drive a bit of traffic. It doesn't hurt to make money, you know.

How did you become interested in journalism?

Well, I was between my freshman and sophomore years in college, and I discovered that sports reporters got free food at the games they covered. Once I learned that, I was hooked. (Free Food? Why the heck didn’t I get into journalism?)

But to be honest, it wasn't just that. Being a journalist gives you license to ask anyone anything you want, as long as you have access. That's extraordinarily empowering, and I think that it's something bloggers still may not fully realize they have. (True. I definitely need to flex my journalism muscles more and Daniel has been great for me during this learning process)

So you are kind of a big deal in Chicago, but I know you are a New York guy. What attracted you to the Tribune specifically?

Well, I was already out in Chicago for grad school -- I went to the Medill school at Northwestern -- and maybe it's because of ego, but I wanted to work for the big show in town. Many reporters still go through the winding path of working for a small daily or weekly publication, gain some experience, and then move to a bigger publication,.

I landed a job at a trade pub out of J-school, and I basically bugged the crap out of the Tribune's Digital Editor, Bill Adee, to give me a job.

So looks like Bill made a good decision huh?

He's a smart guy.

What’s up with the Colonel?

He's a busy guy, what can I say? He's much more of a people person than I. He's the Chicago Tribune's digital front-man on the Web. He recommends stories, shares non-Tribune stories, gets tips. Hell, he's even worked with his community to break a story or two. (Link here)

Can I meet him?

From what I've heard, I don't think he likes you. But that's just between you and I. I don't know. I think it is something about your long hair. He thinks young folks need to get haircuts. So I keep mine extra short.

How can reporters and journalists better insert themselves into the social media space?

Well, it's not about inserting yourself in the space. It's about participating in a conversation that already exists. 99.9% of conversations that happen on the Web about any given person are out of that person's control. And if you can't beat them, why not join them?

If reporters participate in the conversation, it not only makes it clear that we're listening and that we care, but it may make them more likely to come to our sites.

Why is being approachable so important?

Because it means you're a person. In this story-- Profiles: The Bright Side: Reporting & Essays: The New Yorker -- Tom Friedman says he's amazed by the number of journalists who hate people.

That's no longer an option. We must be people. If we're on Facebook or Twitter , let's open up our profiles. If someone comments on a story, respond to them. These are basic principles that most bloggers abide by. We have to as well.

How many times have you opened a news story and looked at the byline? Probably a couple. (Maybe not as often as I, but I'm a nut for that sort of thing.) Still, you're more likely to read the story if you know the person who wrote it. That's why a columnist or a blogger can get a following.

Years ago, reporters would walk their beats. If you covered the police, you would go to the cop bars. Being an active participant on the social Web is the digital equivalent of that.

What is the one word of advice you would give bloggers these days?

Bloggers these days. Ha. Like blogging is such an ancient profession. My mantra is, "know your audience." Know who's talking about you. If you don't know, set up Google alerts and do plenty of searches. Know who you're writing for. Know who's linking to you. Know the other bloggers in your space. Know your beat. Cold.

Always keep your audience in mind when you publish a story, a Tweet, a Facebook update, when you bookmark a link -- whenever. Your audience makes you.

And without them, you're nothing.

Awesome, thank you very much for your time Daniel

Anytime. And grow a beard.

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