On Wednesday I wrote about how your thoughts should be half-finished, because that way you can create engagement with your community (formerly known as your audience). Now it’s important to realize that asking for people to talk with you is only half of your task: you need to actually listen as well.
I’ve seen several people (I should mention, they weren’t journalists) finish a blog post with a question, only to delete comments that disagreed with them. Not offensive comments, just dissenting comments.
If you’re not willing to host a dialogue, then social media is not the place for you to be. And increasingly, hosting a dialogue is going to be what journalism is all about.