1. Watergate v. Enron
ladouceur78 / Flickr alex-s / Flickr
A tale of two scandals.

2. The press won its stripes covering a story where
information was scarce.

3. Today’s scandals happen in an environment where
information is plentiful.

4. Gueorgui Tcherednitchenko / Flickr
Your first goal:
Master the conversation.

5. THE ANDREW SULLIVAN LEDE

6. [Proper noun] [verb]:
[Blockquote]
- Basic Sullivan lede formula

7. The Daily Dish

8. Matthew Yglesias

9. Boing Boing

10. XX Factor: The modified Sully.

11. The Well: Sully lite.

12. Around Argo

13. Andrew Sullivan didn’t invent the Sully lede.
Velocity did.

14. blogging’s adaptation on the
inverted pyramid

15. It’s quick.

16. It suggests ubiquity.

17. It demands listening first.

18. It evokes a conversation.

19. It triggers awareness.

20. I have so many fascinating things to tell you.
I must hurry.

21. the energy you send into the world
will be returned to you
THREE TIMES OVER
- The Wiccan “Rule of Three”

22. FIND THE
CONVERSATION.

23. Who do you want to reach?
Where do they gather?

24. Then find their people.
Use lists, blogrolls, mentions, you-name-it.

25. Who are the leading voices?

26. Q
When have I found my people?

27. A
When your beat feels this hopping...

28. Ben Smith’s pre-11.a.m. posting, 10/20/10

29. If your world doesn’t feel big enough,
WIDEN YOUR LENS.

30. not a series of dispatches:
A STREAM.

34. feed > post

35. subscriber > visitor

36. [auro] / Flickr
Be there.

37. Major LGBT stories, 10/20/10
Anti-gay bullying Don’t Ask, Don’t Tell

39. HuffingtonPost.com
10/20/10

40. BigGayNews.com
10/20/10

41. StarTribune.com military blog
10/20/10

42. TNR.com environment blog
10/20/10

43. NURTURE THE
CONVERSATION.

44. Ta-Nehisi Coates

45. Ta-Nehisi Coates, cont’d.

46. Ta-Nehisi Coates: The beginning.

47. Ta-Nehisi Coates: First thaw.

48. Ta-Nehisi Coates: Sullivan ledes.

49. Ta-Nehisi Coates: Asked...

50. Ta-Nehisi Coates: ... Answered.

51. Ta-Nehisi Coates: Knock knock.

52. April ’08
May ’08
June ’08
Ta-Nehisi Coates: Warmer.

53. Ta-Nehisi Coates: To the Atlantic.

54. Ta-Nehisi Coates: Tipping point.

55. Ta-Nehisi Coates: Check-cashing.

56. Ta-Nehisi Coates

57. This is what success looks like.

58. COMMENTS ARE
CONTENT.

59. It gets assigned.

60. It gets curated.

61. It gets promoted.

62. It gets edited.

63. The true test of an
ONLINE COMMUNITY

64. Conversation ...

65. ... or graffiti?

66. TURN SOURCES
INTO COMMENTERS.

67. N.Y. Times op-ed
9/20/10

68. CommonHealth link roundup
9/21/10

69. CommonHealth follow-up
9/27/10

70. CommonHealth follow-up
9/28/10

71. Kudos from KSJ Tracker
9/30/10

72. Conversation continues...
10/7/10

73. ... even at the N.Y. Times.
10/19/10

74. The best interviewers
are the best listeners.

75. The best bloggers
are the best readers.

76. You have to go
where the conversation is
before you can go
where it isn’t.

77. The column that felled Enron
FORTUNE, 3/5/01

78. Imagine an alternate history.

82. Start with the conversation.
Proceed from there.