In today’s digital and social media world, crowdsourcing can be one of the most effective ways to engage your readers.

Basant Rathore, senior vice president at Jagran Prakashan, spoke about how the company is using crowdsourcing at INMA’s South Asia News Media Conference in New Delhi.

Jagran Prakashan has used the model for content, ideation, and campaign ideas, he said.

“I think one of the important things that we’ve been doing over time is that we’re using this entire thing to engage more deeper with our communities — be that women, elderly people, children, etc.”

The news media company haas used several lines of communication that rely on some sort of a crowdsourcing model — a consumer engagement idea, for example.

“We are getting readers on board to run a campaign on our behalf,” Rathore said. “The idea, essentially, is to mainstream certain issues that the society is facing — and how do we get communities to come together to solve those issues?”

What advice does he have for newspapers that want to do the same?

“I think it’s an important way to continue to be relevant,” he said. “It’s important to keep building, and strengthening, those bridges that you’ve built with your readers over time. As a newspaper, you continue reinventing yourself; you continue to keep becoming relevant as the day goes by.”

There is no real magic formula to this, Rathore said: “On a day to day basis, if you keep engaging and keep involving them, that’s where things move on.”