What I saw, as I looked through the voluminous BuzzFeed coverage of the dress, is an organization at the peak of a craft they’ve been honing since 2006. They are masters of the form they pioneered. If you think that’s bullshit, that’s fine—I think most things are bullshit too. But they didn’t just serendipitously figure out that blue dress. They created an organization that could identify that blue dress, document it, and capture the traffic. And the way they got those 25 million impressions, as far as I can tell from years of listening to their people, reading their website, writing about them, and not working or writing for them, was something like: Build a happy-enough workplace where people could screw around and experiment with what works and doesn’t, and pay everyone some money.
Este párrafo es –en partes iguales– un resumen de BuzzFeed y una explicación de cómo debe funcionar una publicación digital en 2015.
Todos los artículos con potencial viral deben tener post de seguimiento. Todos. Si te crees editor y no trabajas de esta manera, tu publicación va a desaparecer.
De cara al futuro, básicamente la situación es esta: si vives de trabajar en medios y no estás invirtiendo en lo que viene después de BuzzFeed, perdiste. Busca otro trabajo.