Daily Maverick Connect has emerged as a platform designed to strengthen the connection between readers and journalists while fostering a sense of belonging.

During the recent INMA Africa Newsroom Transformation Summit, Alet Law, head of audience development at the South African news company, shared details of the platform, which allows readers who support Daily Maverick financially, known as Maverick Insiders, to engage directly with each other and the newsroom. 

The goal is to create a space where collaboration, networking, and knowledge sharing can happen naturally, guided by the principles of independent journalism.

“We wanted to create a platform where our members could not only access quality journalism but also interact meaningfully with one another and with our newsroom,” Law said. “It was important that this community felt like a natural extension of the Daily Maverick values, not just another social media space.”

The platform was launched just over a month ago, following six months of intensive research, planning, and development. The team faced challenges common to building new digital products, including overlapping tasks and iterative design processes.

Their research concluded that these are the broader trends:

The cross-functional team included members from audience development, technology, and reader revenue teams, working closely with editorial staff to ensure the platform met the needs of both readers and journalists.

“We assembled a small but focused team to manage every part of the build,” Law explained. “It was intense, but it allowed us to respond quickly to challenges and make sure every decision was rooted in what our community truly needs.”

They launched a product called Maverick Insiders, where the audience can actively participate. This hybrid model allows non-paying users to see the value of the platform, encouraging them to become members, while maintaining exclusive areas for networking and skill-sharing.

Key hubs include newsroom conversations, environmental initiatives, professional networking, and social engagement. The approach emphasises creating a meaningful and manageable community rather than a large, anonymous social network.

“We debated whether to open the platform entirely or keep it members-only,” Law said. “In the end, this hybrid approach ensures accessibility while rewarding those who support our journalism financially.”

The newsroom hub allows members to submit tips, suggest story ideas, or fact-check content. It is designed to create a direct feedback loop between readers and journalists, improving reporting and fostering trust.

This interactive approach transforms passive readers into active participants, helping the newsroom cover stories more comprehensively and accurately.

The platform also incorporates AI tools to enhance usability without dominating engagement. An AI moderator flags toxic or hateful content, while summarisation tools help users navigate long discussions.

The inclusion of AI is minimal by design, emphasising human interaction while maintaining a safe and productive environment.

“We wanted to make sure AI supports our community, not controls it,” Law said. “So far, members have been respectful and engaged positively, but the AI is there to ensure the environment remains constructive.”

Exclusive hubs for insiders provide spaces for professional networking, business leads, and skill directories. These areas encourage meaningful exchanges that translate into real-world benefits, reinforcing the value of membership.

The design prioritises both engagement and trust, allowing members to explore opportunities in a curated and secure environment.

“These exclusive hubs are where our insiders can find real value beyond content. It’s about building relationships and sharing expertise in ways that matter,” Law said.

Community guidelines and gamified features, like badges for contributions, reinforce positive behaviour and sustained engagement. Members can earn recognition for environmental advocacy, consistent participation, or contributions to story discussions. This approach encourages participation while maintaining the ethos of Daily Maverick Connect.

“Badges and recognition help nudge members toward meaningful engagement. We wanted to celebrate contributions, not just create rules for the sake of rules,” Law said.

Content planning focuses on offering diverse topics while promoting interaction. Hubs cover the environment, civic initiatives, and social engagement, encouraging members to share experiences, collaborate on projects, and celebrate successes. 

“We aim for a balance where members can express themselves but within a framework that keeps the community constructive,” Law said. “It’s not about controlling conversations, it’s about guiding them thoughtfully.”

Daily Maverick Connect also serves as a tool for journalists, giving them direct insight into audience interests and reactions. This feedback loop informs editorial decisions, fosters investigative reporting, and strengthens trust between the newsroom and readers.

It allows journalists to test story directions, request information, or crowdsource local insights. 

“Journalists can interact directly with members to get nuanced perspectives and tips,” she said. “It’s a powerful tool that enhances reporting while keeping our community at the heart of the newsroom.”

Since its launch, Daily Maverick Connect has seen active participation from both members and journalists, with over 1,000 profiles created. The platform is still evolving, with plans to expand outreach and increase engagement while maintaining the core principles of independent journalism and shared values.

“We’re still in the early days, but the response has been overwhelmingly positive,” Law said. “Seeing members and journalists connect meaningfully reaffirms why we built this platform.”

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