This is a Sample Lesson.  Please note that all digital classroom tools have been disabled.  (These include: tracking your progress, sending a progress/ completion report to your boss/ teacher/ HR administrator, getting feedback on the Activity, and earning credit towards a Knowledgewebb Merit Badge.)

© 2010 Knowledgewebb.net. All rights reserved. This lesson may not be reused without written permission.

Estimated Time: This lesson should take you 10 minutes to complete.

What will I learn? Think your editorial workflow is optimized? Think again! We'll show you the best way to manage editorial, digital workflow.

Equipment/ software needed: You will need a computer, an Internet connection and an updated browser.

Introduction: One of the problems I've see often is that many organizations try to impose the same old workflow patterns they're currently using for broadcast or print onto their Web teams. For many reasons, this simply won't work.

Why you should care: If social networks, blogs and instant messaging channels aren't part of your daily routine, you're missing out on lots of critical information.  Most journalists and content producers are.

Examples of how Knowledgewebb is being used:
The examples are built in to our graphic below, so keep reading...

In-depth Explanation:
In many news organizations, once a story gets published in a newspaper or magazine, that's typically the end of the workflow process. There may be a follow-up, or some letters to the editor. Otherwise, the story - at least in print - gets retired.

In the digital world, things don't happen in such a confined, linear way. Stories online, once published, continue to live. That's partially because with each new link to the story, there's boundless possibility for commentary, feedback, and additional stories based on what originally appeared. It's also because the story becomes part of a broader discussion, whether it happens via Twitter or on someone's blog or even (hopefully!) within the comment sections on your news org's site.

Those producing digital content need to change their workflow habits. My feeling is that reporters need to get in the habit of multifaceted story development. They should offer hyperlinks and contextual/ related information - not the copy desk. Editors and producers need to feel comfortable adding information as the day progresses, even adding in more hyperlinks or other information long after a story has been published.

Below is my suggested workflow for online editorial content. You'll notice that part of digital content production includes a discussion with your advertising team, a step to republish your content across multiple channels and platforms, and creating meaningful ongoing conversations with your local community. I'm willing to bet that your newsroom or classroom is currently doing only half of what's below - and that's on a good day. You'll see that there's no real beginning or end. That's because digital content production is an ongoing process involving folks inside - and outside - your immediate circle.

IN SPANISH...

IN PORTUGESE...

ACTIVITY:
Whether it was a blog post or an investigative series, think about the last story you produced. Now, do the following:

1. Using your computer or a sheet of paper and your favorite pen, list the steps you took from the idea genesis to publication.  I mean every step. Your list should look something like this...

• Read Mashable and ReadWriteWeb, noticed that they were both covering the iPad announcement.
• Read those articles, then searched Google News to find other sources of information on the announcement.
• Looked for an official Apple press release about the iPad.
• Called a source at Apple for information.
• Crowdsourced using Twitter to find out who was planning to pre-order an iPad.
• Grabbed some screenshots of the iPad from Google Images.
• Wrote my story and included the screenshot and two hyperlinks.
• Published the story..........

2. Now, compare that list to the workflow above.  What steps were you missing?  What else could you (and should you) have done to make your story better? 

3. What are your plans now that the story has been published?  Are you continuing your dialogue or have you already moved onto something else? 

4. Take a quick look online to see if a conversation is still taking place in social networks.  If it is, are you a part of it?

5. Finally, the obvious: Print out this workflow, stick it to your desk somewhere and reference often!

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Amy Webb is the founder of Knowledgewebb and Principal Consultant at Webbmedia Group.