Just because you get a large audience, does not mean that the engagement is from the community. Newsrooms have to start to recognize that there is a difference between an audience and a community. Ariel Zirulnick talks about how recognizing the difference and working on fixing it should be a priority. He talks about how ""audience engagement" and "community engagement" have become so buzzy and overused that they've ceased to have clear meanings". Essentially how by not knowing the difference, you are only talking to the select few who follow you and not the greater community, which newsrooms need to do. He also talks about how local newsgroups won't cut it. How they have to see past their direct audience in order to get funding and reach those who need to be reached.
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