The conventional online corporate newsroom is set for some major changes in the next 12 months. Posting press releases solely for your audience’s consumption is a thing of the past, and won’t be enough to compete in this era of content generation and knowledge sharing. The advent of social media has introduced active audience participation via Twitter, Facebook fan page links, sentiment analysis and a raft of other capabilities, and has transformed the newsroom from a passive information source to one that solicits active participation and immediate feedback. We could call this a “Web 2.0 newsroom.” (more…)