Plenty of newspapers and other mainstream media entities are happy to use social tools like Twitter and Facebook to promote their content, host comments on their news stories in order to build traffic, and otherwise try and take advantage of the web. But while some are making strides in actually connecting with their readers — including Forbes magazine, which just launched a new “social news” design — few are taking the steps they need to in order to really engage with their readers. That’s partly because they don’t really know what to do, according to Joy Mayer, who just finished a Reynolds Journalism Institute fellowship looking at media engagement and has released a practical guide for newsrooms.

via Memo to newspapers: The future of media is a two-way street — Tech News and Analysis.