I'm fascinated on the subject of exactly how to turn audience into brand steweards. There's direct tweeting, facebooking, etc… But I think there can be more. Thoughts?

"Brand-loyal news consumers need to be turned into brand stewards who can wield their influence to two parts of their social graph – those who know them personally, and those who regard the brand stewards as tastemakers with similar points of view."

The survey indicates that newspaper Web sites are failing to optimize for search and a there is a lack of integration between content and social media such as Facebook and Twitter."

HIGHlarious! Read for a good laugh (and a few sad shakes of the head.) A few of my faves:

"Follower — n. A person who pretends to be interested in what you are doing in hopes that you will pretend to be interested in what they are doing."

"Huffpo' — adj. Impoverished due to the total devaluation of content (derived from the traditional abbreviation of the Huffington Post). Usage: I used to have a thriving writing career, but now I'm huffpo'. "

"Revenue — n. A legendary mythical entity similar to the Loch Ness Monster or Sasquatch. Usage: Our CFO says our start-up hasn't seen any revenue yet, but we have 50 million uniques!"

Aw shucks. I guess Sirota, Uygur, Seder and/or Schultz will have to wait a bit longer.

Uygur told Fishbowl LA, "We're just getting started. You can't stop us, the best you can do is hope to contain us. So, Round Two of the MSNBC campaign is going to start soon. When the 10PM time slot does become available, it will be ours. We now take the role of heir apparent — the crown price of 10PM on MSNBC."

Two of the biggest gotcha quotes of the 2008 U.S. presidential election season — Obama's reference to "bitter" small-town Americans who "cling to guns or religion or antipathy to people who aren't like them" and Bill Clinton's reaction to Vanity Fair writer Todd Purdum, calling him "slimy" and "dishonest" were documented by an online journalist with no ties to a mainstream news organization. Mayhill Fowler, a citizen journalist reporting for the Huffington Post's Off the Bus news project, captured the off-the-cuff moments with a handheld recorder and a little persistence.

Every election season there are a number of polls that aim predict the outcome of every imaginable political race. Superblogger Markos Moulitsas Zúniga decided he wanted his own. Kos set out to create nonpartisan polls powered by the polling firm Research 2000, inherently shirking mainstream media. In an ironic twist, the mainstream media many times made reference to the Daily Kos alongside long established polls."

Watch a quick video from Nick Aster of Mother Jones on their new web site and how they are trying to connect their journalism to their online community in a much more strategic manner.

They want to help their community to identify solutions, reactions, interact with each other, and perhaps organize themselves.

They hope the web site redesign will help them "see action that took place by virtue of our journalism and that there is a tangible result that we can point to and say 'Wow, that actually led to that."