{"id":8182,"date":"2021-07-30T00:15:50","date_gmt":"2021-07-29T22:15:50","guid":{"rendered":"https:\/\/journalift.org\/?p=8182"},"modified":"2021-07-30T00:15:51","modified_gmt":"2021-07-29T22:15:51","slug":"engagement-editor-nje-profesion-i-ri-ne-industrine-e-medias","status":"publish","type":"post","link":"https:\/\/journalift.org\/sq\/engagement-editor-nje-profesion-i-ri-ne-industrine-e-medias\/","title":{"rendered":"Engagement editor \u2013 nj\u00eb profesion i ri n\u00eb industrin\u00eb e medias"},"content":{"rendered":"\n

Dy dekada m\u00eb par\u00eb mediat nuk kishin shum\u00eb m\u00ebnyra p\u00ebr t\u00eb zbuluar se \u00e7far\u00eb mendonte audienca n\u00eb t\u00eb v\u00ebrtet\u00eb p\u00ebr p\u00ebrmbajtjen q\u00eb ato prodhonin. Reagimi i vet\u00ebm merrej p\u00ebrmes letrave t\u00eb shkruara\/post\u00ebs elektronike n\u00eb redaksi, bisedat n\u00eb rrug\u00eb n\u00eb rastin e komuniteteve m\u00eb t\u00eb vogla, ndaj performanca e medias matej nga numri i reklamuesve dhe numri i kopjeve t\u00eb shitura.<\/p>\n\n

Si \u00e7do rast i m\u00ebparsh\u00ebm, revolucioni dixhital ka sjell\u00eb ndryshime t\u00eb paimagjinueshme n\u00eb jet\u00ebn ton\u00eb t\u00eb p\u00ebrditshme, si dhe n\u00eb zakonet dhe m\u00ebnyr\u00ebn e konsumimit t\u00eb p\u00ebrmbajtjes mediatike. Nga pritja p\u00ebr informacion dhe t\u00eb q\u00ebnit t\u00eb varur nga gazetar\u00ebt dhe redaktor\u00ebt p\u00ebr histori dhe lajme, sot ne jetojm\u00eb n\u00eb nj\u00eb bot\u00eb ku \u00e7dokush mund t\u00eb publikoj\u00eb nj\u00eb histori (ose t\u00eb b\u00ebhet nj\u00eb histori).<\/p>\n\n

P\u00ebr shum\u00eb media, demokratizimi i informacionit ka ardhur si nj\u00eb thyerje befasuese negative \u2013 ato nuk mund t\u00eb mb\u00ebshteten m\u00eb n\u00eb audienc\u00ebn besnike vet\u00ebm duke shtypur gazeta dhe duke printuar p\u00ebrmbajtje. \n<\/p><\/blockquote><\/figure>\n\n

Ndryshe nga kompleksiteti i p\u00ebrkthimit t\u00eb t\u00eb gjith\u00eb sistemit analog n\u00eb t\u00eb cilin redaksit\u00eb funksiononin n\u00eb at\u00eb dixhital, p\u00ebrshtatja e individ\u00ebve (komuniteteve) ishte pakrahasimisht m\u00eb e shpejt\u00eb. Audiencat kan\u00eb p\u00ebrqafuar mjete q\u00eb u japin atyre mund\u00ebsin\u00eb t\u00eb zgjedhin se kur dhe ku do t\u00eb ken\u00eb akses n\u00eb p\u00ebrmbajtje mediatike, me leht\u00ebsi m\u00eb t\u00eb madhe sesa media q\u00eb e prodhon at\u00eb p\u00ebrmbajtje. Mediat sot, dhe ve\u00e7an\u00ebrisht ato m\u00eb t\u00eb voglat, lokalet, kan\u00eb p\u00ebrshtypjen se p\u00ebr her\u00eb t\u00eb par\u00eb atyre u duhet t\u00eb konkurrojn\u00eb me ata tek t\u00eb cil\u00ebt jan\u00eb mb\u00ebshtetur pa rezerva deri m\u00eb tani – me komunitetin e tyre.<\/p>\n\n

Megjithat\u00eb, ka nj\u00eb an\u00eb tjet\u00ebr t\u00eb medaljes. Si kurr\u00eb m\u00eb par\u00eb, p\u00ebrparimet n\u00eb teknologji dhe mjetet dixhitale na japin mund\u00ebsin\u00eb t\u00eb m\u00ebsojm\u00eb gjith\u00e7ka q\u00eb kemi nevoj\u00eb p\u00ebr audienc\u00ebn ton\u00eb, t\u00eb jemi m\u00eb af\u00ebr dhe m\u00eb t\u00eb r\u00ebnd\u00ebsish\u00ebm p\u00ebr ta dhe ta b\u00ebjm\u00eb p\u00ebrmbajtjen q\u00eb ne prodhojm\u00eb t\u00eb p\u00ebrshtatet me nevojat e tyre.<\/p>\n\n

Rruga e atyre q\u00eb duhej t\u00eb p\u00ebrshtateshin ishte e v\u00ebshtir\u00eb dhe p\u00ebr disa media jo aq t\u00eb vogla edhe e pamundur. Sidoqoft\u00eb, nuk ka kthim prapa, dhe loja luhet n\u00eb dy opsione jo aq t\u00eb thjeshta \u2013 t\u00eb p\u00ebrshtatesh ose t\u00eb heq\u00ebsh dor\u00eb.<\/p>\n\n

\"Komuniteti<\/figure>\n\n

Komuniteti si partner n\u00eb krijimin e p\u00ebrmbajtjes<\/h2>\n\n

Duke klikuar, “<\/span>scroll<\/span><\/i>“, dhe ve\u00e7an\u00ebrisht “duke p\u00eblqyer”, duke komentuar dhe shp\u00ebrndar\u00eb p\u00ebrmbajtje n\u00eb internet, njer\u00ebzit filluan t\u00eb l\u00ebn\u00eb <\/span>gjurm\u00ebt e tyre dixhitale<\/strong> – nj\u00eb sasi e pa\u00e7muar e t\u00eb dh\u00ebnave t\u00eb matshme q\u00eb b\u00ebhet burimi kryesor i informacionit p\u00ebr korporatat, reklamuesit e m\u00ebdhenj, organizatat dhe sht\u00ebpit e m\u00ebdha mediatike.<\/span> (<\/span><\/i>N\u00ebse jeni t\u00eb interesuar, m\u00ebsoni m\u00eb shum\u00eb n\u00eb kursin falas P\u00ebrdorimi Strategjik i t\u00eb Dh\u00ebnave – Nga Bazat tek Vendimmarrja e Bazuar n\u00eb T\u00eb Dh\u00ebnat<\/span><\/i><\/a>).<\/span><\/p>\n\n

Sidoqoft\u00eb, edhe n\u00eb redaksit\u00eb ekskluzivisht dixhitale, rrjet\u00ebzimi dhe lidhja e gazetar\u00ebve dhe komunitetit t\u00eb tyre nuk kuptohet mir\u00eb dhe nuk \u00ebsht\u00eb konstante, nd\u00ebrsa n\u00eb mediat m\u00eb tradicionale q\u00eb p\u00ebrqendrohen n\u00eb nd\u00ebrtimin e marr\u00ebdh\u00ebnieve me komunitetin nuk \u00ebsht\u00eb b\u00ebr\u00eb ende nj\u00eb tem\u00eb qendrore (Assmann, Diakopoulos, 2017).<\/p>\n\n

N\u00eb k\u00ebt\u00eb hap\u00ebsir\u00eb t\u00eb nd\u00ebrmjetme, n\u00eb t\u00eb v\u00ebrtet\u00eb po shfaqet pozicioni i ri i (audience) engagement editor,<\/strong> q\u00eb synon forcimin dhe ruajtjen e marr\u00ebdh\u00ebnieve me komunitetin, duke d\u00ebgjuar nevojat e tyre, t\u00eb gjitha me q\u00ebllim t\u00eb nj\u00eb raportimi m\u00eb t\u00eb mir\u00eb. N\u00eb munges\u00eb t\u00eb nj\u00eb p\u00ebrkthimi t\u00eb duhur (redaktori\/ja e angazhimit t\u00eb komunitetit, redaktori\/ja e p\u00ebrfshirjes s\u00eb komunitetit-k\u00ebto nuk e p\u00ebrshkruajn\u00eb n\u00eb m\u00ebnyr\u00eb jo t\u00eb sakt\u00eb pozicionin), ne do t\u00eb p\u00ebrdorim titullin origjinal n\u00eb vijim.<\/span><\/p>\n\n

\"Çfarë<\/figure>\n\n

\u00c7far\u00eb b\u00ebn sakt\u00ebsisht nj\u00eb engagement editor?<\/h2>\n\n

Me pak fjal\u00eb, engagement editor \u00ebsht\u00eb lidhja qendrore midis audienc\u00ebs dhe redaksis\u00eb<\/strong> – nj\u00eb person q\u00eb lejon komunitetin t\u00eb p\u00ebrfshihet n\u00eb raportimin e lajmeve dhe n\u00eb diskutimin e temave t\u00eb mbuluara nga media. Detyra e tij\/saj \u00ebsht\u00eb t\u00eb drejtoj\u00eb redaksin\u00eb n\u00eb procesin e p\u00ebrfshirjes, d\u00ebgjimit dhe monitorimit t\u00eb d\u00ebshirave dhe nevojave t\u00eb audienc\u00ebs, por gjithashtu t\u00eb ndikoj\u00eb n\u00eb politik\u00ebn editoriale t\u00eb mediave n\u00eb baz\u00eb t\u00eb k\u00ebtyre insight-eve dhe t\u00eb kontribuoj\u00eb p\u00ebr nj\u00eb raportim m\u00eb t\u00eb mir\u00eb dhe m\u00eb t\u00eb r\u00ebnd\u00ebsish\u00ebm.<\/span><\/p>\n\n

\u00cbsht\u00eb e r\u00ebnd\u00ebsishme t\u00eb theksohet se engagement editor nuk merr vendime (vet\u00ebm) bazuar n\u00eb instinkt dhe supozime. Fal\u00eb analizave q\u00eb jan\u00eb tani n\u00eb dispozicion si n\u00eb faqet e medias ashtu edhe n\u00eb kanalet e tyre t\u00eb jashtme t\u00eb komunikimit, personi i ngarkuar p\u00ebr nd\u00ebrtimin e marr\u00ebdh\u00ebnieve me komunitetin p\u00ebrdor t\u00eb dh\u00ebna t\u00eb sakta dhe konkrete.<\/p><\/blockquote><\/figure>\n\n

Mediat e sotme kan\u00eb mund\u00ebsin\u00eb t\u00eb marrin t\u00eb dh\u00ebna n\u00eb koh\u00eb reale q\u00eb u tregojn\u00eb atyre se kush \u00ebsht\u00eb komuniteti i tyre dhe si ata konsumojn\u00eb p\u00ebrmbajtje – nga demografia, shikimet e faqeve, shkalla e konvertimit, koha e kaluar n\u00eb sit dhe shum\u00eb informacione t\u00eb tjera t\u00eb dobishme q\u00eb mund t\u00eb merrni (p\u00ebrve\u00e7 Google Analytics dhe Social Analytics) dhe p\u00ebrmes p\u00ebrdorimit t\u00eb softuerit special, i p\u00ebrshtatur posa\u00e7\u00ebrisht p\u00ebr nevojat e redaksive – disa shembuj jan\u00eb <\/span>Heap Analytics<\/span><\/a>, <\/span>Omniture<\/span><\/a>, <\/span>Chartbeat<\/span><\/a>, <\/span>Clicky<\/span><\/a>, por edhe mjete falas, open source si <\/span>Open Web Analytics<\/span><\/a> dhe <\/span>Piwik<\/span><\/a>. Duke p\u00ebrdorur informacionin q\u00eb na lejon teknologjia, lidhja q\u00eb krijon media me audienc\u00ebn b\u00ebhet m\u00eb e fort\u00eb, qasja m\u00eb personale dhe mb\u00ebshtetja q\u00eb merret n\u00eb k\u00ebmbim \u00ebsht\u00eb e shum\u00ebfisht\u00eb.<\/span><\/p>\n\n

Prandaj, ekzistojn\u00eb tre fusha kryesore n\u00eb t\u00eb cilat nj\u00eb engagement editor duhet t\u00eb ket\u00eb njohuri t\u00eb jasht\u00ebzakonshme:<\/p>\n\n