found via @jamesschutter
One of my favorite brands, National Public Radio (NPR) offers a great example of how to integrate new practices and respond to cultural changes. Their social strategy includes numerous podcast offerings, twitter, facebook and their own social network. Many of the NPR correspondents have personal twitter feeds and incorporation of tweets is increasingly common on programs such as Science Friday.
Mashable recently spotlighted the public radio station in their post 'Why NPR is the Future of Mainstream Media' detailing their commitment to hyperlocal reporting.
With the rise in citizen journalism it is increasingly important to have a commons, a trusted source for many to get their news. NPR has maintained a standard of journalistic integrity that continually impresses me. I have heard claims of liberal bias and others concerned that there may be a push to become increasingly conservative but personally, the trust I have invested in NPR remains well intact.
Efforts to extend opportunities for spreadability are enhanced with their offerings of customized podcasts. By embracing interactivity, NPR maintains cultural relevance. The old "I heard it on NPR" may just become "I shared it on NPR" a true sign of the times.