Robert Hutchinson, product development director at Fairfax Media, was intrigued by the culture of companies like Facebook on the INMA Silicon Valley Study Tour.

“One of the things I noticed when we visited the new Facebook building was it was covered with little posters, signs. It’s a graffiti,” Hutchinson says. “And all of them were about Facebook’s culture. And all of them encouraged everyone to take risks. And all of them encouraged everyone to do it right now.

“That created permission for every employee to explore ideas, to take risks, to think about the audience, the customer, and to actually do something about it, right now. Everything urges you to do the next thing.”

On news media partnerships with social media platforms, Hutchinson says Fairfax has confidence in the company’s unique content.

“Therefore we’re the ones who can provide it or withhold it. We’ll provide the content that gives us the greatest benefit and withhold the content that give us the greatest benefit.

“You can’t make decisions based on fear. And you can’t know the future before you step into it. What you really need to do is say, ‘How am I going to measure what is happening as I take on these partnerships? Therefore, what am I going do at each decision point?’”

INMA’s second Silicon Valley Study Tour takes place October 17-21. There are still a few seats left on the bus if you’d like to join us.