Was uns 2014 über den Medienwandel lehrte

Die meisten Jahresrückblicke von Medien sind langweilig. Besonders wenn es um die Anzahl von Klicks geht, denn nichts spiegelt den Wert unserer Arbeit so schlecht wieder, wie eine Leistungskennzahl. Als Ausnahme würde ich meine Netzpiloten-Lesetipps vom 31. Dezember 2014 betrachten, denn sie vermittelten mir eine interessante Erkenntnis über die Interessen unserer Leserschaft (Filesharing geht über Journalismus). Und die Klick-Hitliste der taz, die deren Berliner Lokalredakteur Sebastian Heiser im Hausblog vorstellt und die drei wichtige Aussagen festhält:

  1. Soziale Netzwerke haben einen immer größeren Einfluss auf dass, was gelesen wird.
  2. In erster Linie zählt im Journalismus immer noch die Qualität der Arbeit.
  3. Einordnende und bewertende Meinungen sind gefragter als sachlich gemeldete Nachrichten.

Der Einfluss von sozialen Netzwerken

Genau wie das Netzpiloten Magazin hinkt auch die taz dem vermeintlichen Trend des Trafficzuwachses via Social Media noch hinterher, doch während im Jahr 2013 nur 6 Prozent der taz-LeserInnen über soziale Netzwerke auf die Seite kamen, waren es im vergangenen Jahr bereits über 28 Prozent. Dazu kommt, dass – im Gegensatz zu Netzpiloten.de – die Startseite der taz leicht an Bedeutung verliert und nur noch von 41 Prozent der LeserInnen geöffnet wird (2013: 50 Prozent). Die Auswahl der gemäß ihrer Bedeutung prominenter platzierten Artikel wird damit unwichtiger, denn die LeserInnen suchen selber aus, was sie lesen wollen und was nicht.

Doch auch dies nur zum Teil, denn “wie viel Aufmerksamkeit der Text wirklich bekommt, entscheidet sich auf Facebook“, schreibt Heiser. Und das ist ein Problem, wie ich Ende September in einem Debattenbeitrag auf Carta erklärte, denn wenn der Algorithmus eines sozialen Netzwerks wie Facebook bestimmt, welche Artikel wie vielen der einem Medium folgenden Nutzer angezeigt wird, spielt Qualität eine immer geringere Rolle. Vor über einem Jahr änderte Facebook zum ersten Mal seinen Algorithmus und wollte statt viraler Hypes auf Journalismus setzen. Mark Zuckerberg wollte sein Unternehmen als News-Aggregator neu erfinden und ging mit der App “Paper” und dem Trending-Feature erste Schritte in diese Richtung. Der Algorithmus wurde letztes Jahr mehrfach angepasst und versucht im Newsfeed auf Aktualität statt Viralität zu setzen.

Doch das System Facebook hat einen riesigen Haken: Facebook lässt sich die Anzeige der Artikel bezahlen. Bei den Netzpiloten erreichen finanziell nicht beworbene Artikel im Schnitt nur noch 5 bis 10 Prozent der uns folgenden Personen. Bis zum ersten Algorithmus-Update waren es noch 40 bis 50 Prozent. Dadurch wird aber Facebook, vor allem für kleinere Medien und Blogs unattraktiv, denn wenn man Facebook nicht für die Distribution seiner Inhalte bezahlt, nützt die Aktivität in dem sozialen Netzwerk kaum etwas, wie jetzt auch die Marketing-Abteilungen von Unternehmen feststellen. Eine Alternative ist eine gewisse Bekanntheit als Marke, am besten durch Qualität.

Qualität macht den Unterschied

Das wir trotzdem in den letzten 13 Monaten mit dem uns benachteiligenden Facebook-Algorithmus die Seitenaufrufe mehr als verdreifachen konnten, liegt zum einen an unserer Markenstrategie, aber auch an der Qualität der Artikel unserer Autoren. Auf Netzpiloten.de finden sich selten schnelle Meldungen, viel mehr längere Artikel, die ein Thema genauer betrachten und einordnen. Trotzdem überraschten mich die fünf meistgelesenen Artikel des Jahres, denn während unsere Artikel über Journalismus immer am meisten geteilt werden, hatten die ersten vier Artikel dieser Rangliste nichts mit dem Thema zu tun. Den ersten Platz belegte ein Artikel von Lars Sobiraj über die Probleme des Filesharing-Forums Boerse.bz.

Als ich die Leitung von Netzpiloten.de übernommen habe, hatte die Deutsche Telekom gerade eine strategische Partnerschaft mit der Notiz-App Evernote bekannt gegeben. Die meisten Medien brachten einfach nur die Meldung, dass es diese Partnerschaft gibt und dass Kunden von T-Mobile nun die Möglichkeit haben, ein Premium-Account von Evernote ein Jahr lang kostenlos zu nutzen. Um einen qualitativen Unterschied zu setzen, hörten wir an diesem Punkt nicht auf. Netzpiloten-Autor Daniel Kuhn erklärte zusätzlich, was diese Kooperation mit dem Thema Netzneutralität zu tun hat und zeigte dadurch den meisten Telekom-Kunden auf, welche gesellschaftliche Verantwortung ihre Entscheidung hat, so einen Angebot anzunehmen. Das ist unser Anspruch, den wir immer öfter erreichen und was scheinbar auch durch eine wachsende Leserschaft honoriert wird.

Auch Heiser ist mit dem Geschmack der taz-Leserschaft und dem Wachstum zufrieden, denn unter den 20 meistgelesenen Artikel der taz im Jahr 2014, waren “eine ganze Reihe von Artikeln“, die auch Heiser zu den “journalistischen Höhepunkten des Jahres” zählen würde. Die Gegenthese könnte die BILD-“Zeitung” darstellen, die trotz ihrer diskussionswürdigen Qualität mehr als “12 Millionen Zeitungsleser, 17 Millionen Unique User bei Bild.de, 1,6 Millionen Fans bei Facebook und 663 000 Follower auf Twitter” hat, wie Kai Diekmann im Interview auf Tagesspiegel.de aufzählt. Doch dieser Erfolg basiert meiner Meinung nicht auf der Qualität der Inhalte, sondern der redaktionellen Arbeit der BILD-“Zeitung”.

Kuration und Meinung sind gefragt

Was Springers Boulevard-Blatt qualitativ wirklich gut macht und lehrreich für die ganze Branche sein kann, ist die Digitalisierung des eigenen Geschäftsmodells und die verlegerische Leistung der Einordnung und Bewertung von Meinungen. “Wir können uns kurz fassen und Geschichten in wenigen emotionalen Worten und mit starken Bildern erzählen“, wie Diekmann es geschönt formuliert. Auch wenn diese emotionalen Worten und starken Bilder oft Anlass zu berechtigter Kritik sind, wie die Existenz des unterstützenswerten BILDblog beweist, ist die Auswahl einer Meldung und die einordnende Bewertung ein Service für die Leserschaft, der offensichtlich geschätzt wird.

Wir erleben das jeden Tag an dem Zuspruch für unsere morgendlichen Lesetipps, in denen wir fünf lesenswerte Artikel kuratieren und mit einordnender Begründung empfehlen. Oder die in einem Artikel vorangestellte Zusammenfassung des Inhalts in drei Stichpunkten, mit einem die Thematik einordnenden Satz. Ähnlichen Zuspruch bekommen Newsletter-Formate, die einen ähnlichen Dienst bieten und jeden Tag eine kuratierte Auswahl an lesenswerten Artikel verschicken. Wie zum Beispiel der Newsletter NextDraft von Dave Pell, den Austin Ray im MailChimp-Blog genauer vorstellt.

Wichtiger als die Auswahl ist meiner Meinung nach aber die Kommentierung. Auch Heiser stellt bei der taz fest, “ganz oben sind Kommentare, Polemiken und Satire-Artikel statt harter Themen und aufwändiger Recherchen“. Meine sehr emotionale und dadurch stellenweise zu ruppige Bewertung der deutschen Huffington Post erregte viel Aufmerksamkeit und trotz der teils unsachlichen Formulierung auch Zuspruch. Genauso wie auf meinem Blog die Kritik an einer islamophoben Äußerung eines MDR-Journalisten oder meiner sehr aggressiven Reaktion auf die Krautreporter (die ich trotzdem unterstützte und es bisher nicht bereue).

Die vierte Lektion: Community Management

Warum ich es nicht bereue, die Krautreporter zu unterstützen – anders als Marc Wickel –, ist wahrscheinlich die unbewusste vierte Lektion des Jahres 2014. Denn neben den Vor- und Nachteile bringenden sozialen Netzwerken, der Bedeutung von Qualität, Kuration und Meinung im Journalismus, ist ein ordentliches Community Management einer der wichtigsten Aufgaben von Medien. Die Krautreporter sind meiner Meinung nach ein sehr gutes Magazin geworden, doch in ihrer sie ausmachenden Qualität auch nur eines von vielen Medien, welches ich lese. Was sie für mich bis jetzt so wertvoll und besonders macht, waren zwei Community-Abende (und die Aussicht auf mehr), zu denen ich als Mitglied eingeladen wurde. Dabei nahm ich mehr mit als durch die Artikel und es schaffte eine stärkere Bindung an das Medium.

Die Krautreporter werden dadurch sichtbarer. Etwas, dass ich bei den Netzpiloten bisher vor allem durch Präsenz auf Veranstaltungen zu erreichen versuchte. In diesem Jahr werden wir Netzpiloten aber einen Raum in Berlin öffnen, der der publizierenden Netzgemeinde als Ort der Vernetzung dienen soll und selber sichtbarer werden. Unsere Blogger Business Lounge richtet sich dabei nicht ausschließlich an die Netzpiloten-Community, sondern an alle BloggerInnen und freien Autoren, VloggerInnen, sowie PodcasterInnen, aber auch InstagrammerInnen, und eigentlich noch viele mehr. Vielleicht wird uns und alle anderen dieses Jahr lehren, dass es die in diesen Räumen einstehende Serendipität ist, die Abkehr von der Organisation von Medien in Redaktionen, die dem Journalismus noch gefehlt hat. Auf der Hamburger Social Media Week werde ich unser Konzept zum ersten Mal vorstellen und ab März in Berlin umsetzen. Vielleicht werden die Jahresrückblicke von Medien ja im nächsten Jahr spannender.


Image by chintermeyer (CC BY-SA 2.0)


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