The American Press Institute's latest report, the Newspaper Economic Action Plan, which consists of five new "doctrines" to help the industry survive troubled economic times, specifically addressed the importance of papers' engagement in social media, calling it "extremely valuable market research."

According to the API report, "newspapers can make the leap from an advertising-centered to an audience-centered enterprise," and Poynter Business Analyst Rick Edmonds tells newspapers they "should get on with it immediately."

Bill Mitchell, also of Poynter Online asked News & Record editor John Robinson how newspapers can follow the report's doctrine to "become part of the social web."

Robinson said he agrees with the API's insistence on adopting and integrating social media, which he said have created improvements within his own paper, as the News & Record takes advantage of feedback, tips, and points of view offered by Twitterers and other social media users.

Reticent social media users should consider the practice a "development opportunity," Robinson told Mitchell. "Learning the social networking skills and establishing that online presence is an investment in your future."