Redefining Engagement – Juan Carlos Lopez Calvet, Director of Data & AI at Schibsted News Media

Juan Carlos Lopez Calvet Blog Cover pic

ℹ️ Defining Engagement… Media brands – Where is the line between informing the public and “hooking” them into the screen? 👀

 

Is your definition of “engagement” benefiting your readers or just your short term bottom line? 

 

Juan Carlos Lopez Calvet, Director of Data & AI at Schibsted Media, shares a crucial perspective this week: We don’t want engagement for engagement’s sake – we want informed citizens. He discusses the tension between chasing engagement numbers and providing valuable, meaningful content. 💙

 

📲Engagement shouldn’t be about keeping users glued to the screen, but about providing valuable information that keeps them coming back. 🫰

 

Schibsted’s approach? A metric that fits a variety of brands’ with different business models – Focusing on the number of days per week a user visits their platforms. 

 

A metric that is positive and intended to add value for the user. Habit over time spent. 🧲



And if you don’t have time for the full episode? Simply browse the chapters below and choose the segments you’re most eager to hear.



00:00 Introduction to JC Lopez and His Career Journey

01:39 The power of transparency for the journalistic mission

04:33 Understanding Audience Engagement

08:23 Measuring Engagement: Challenges and Strategies

14:52 Engaging Younger Audiences: The Digital Shift

17:21 Effective Strategies for Audience Engagement

21:03 The Role of Format in News Delivery

23:24 Audience Interaction with Editorial Teams

24:10 Exploring AI in Content Engagement

29:17 The Role of Editorial Feedback in Engagement

33:58 Building Habits for Daily Engagement

35:42 Leveraging Technology and Data Analytics

42:50 The Future of Audience Engagement

44:45 Defining Engagement Goals

46:19 Ending Redefining Engagement

download the step by step audience engagement guide

Struggling to engage readers at scale, stay relevant, or build trust in your news brand?  This guide will help you outline the steps you can take in order to efficiently increase Community Engagement, signed-in users and subscriptions.