Beim Münchner Merkur war seit einiger Zeit zu beobachten, dass die Kommentar- und Community-Funktionen immer weiter eingedampft wurden. Seit etwa drei Monaten war es nur noch registrierten Nutzern möglich, Kommentare zu verfassen und zu lesen.
In einer Email kam heute des Rätsels Lösung. Man hat sich der Facebook-Übermacht gebeugt:
Bereits seit einigen Monaten haben wir den “Community”-Bereich aus der Navigation entfernt. Zwar war dieser über einen Link noch erreichbar, wurde aber seitens der Redaktion nicht mehr aktiv beworben. Der Hintergrund: In Zeiten von Facebook und anderen sozialen Netzwerken hat sich diese Form einer Zeitungs-Community nicht bewährt. Merkur-online.de ist selbst mit einigen Seiten auf Facebook aktiv, beispielsweise können Sie sich auf www.facebook.com/merkuronline mit uns vernetzen.
Der Schritt ist konsequent und richtig: Der (technische)Aufbau einer eigenen Community macht wirklich keinen Sinn. Die Leser sind bei Facebook und dort werden sie vorerst auch bleiben.
Auf der anderen Seite ist mit einer reinen Fanpage nicht das möglich, was ich hier schon öfters mit der “lokalen Community” beschrieben habe. Dafür braucht es enge Zusammenarbeit mit der eigenen Leserschaft und die muss aufgebaut werden. Ohne Kommentarfunktion und ohne direkte Austauschmöglichkeiten ist das nicht möglich. Unverständlich ist an der Stelle, warum bisher noch keine (mir bekannte) Zeitung die Möglichkeiten des Facebook-Logins nutzt?
Beim Merkur will man zumindest eine klassische Kommentarfunktion schnell wieder aufbauen.
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