city university online journalism week 4: community
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TRANSCRIPT
Can mass media do community management?
Meg Pickard, GuardianAdam Tinworth, RBI @addersRob Hinchcliffe, ex-Qype, Yahoo, LondonistMaz Nadjm, Ogilvy, ex-Sky @mazi
http://www.youtube.com/watch?v=E10Bp_mPXXA
http://www.penny-arcade.com/comic/2004/3/19/
Paul BradshawCity University, London Publisher, Online Journalism BlogFounder, Help Me Investigate.com
You can’t create a community***
POST approach to social media
PeopleObjectivesStrategyTechnology
SMART objectives
Specific – age? Place?Measurable - % increase in what?Achievable, RealisticTime-oriented – by when?
POST approach:
People – who care about the parkObjectives – help them participateStrategy – give them tools, an event?Technology – …
Focus on people’s passions (not your own jargon)
Be human (but professional)
It’s just a tool. (It cannot communicate or build trust or audiences by itself)
Ethics
TransparencyAttribution & linkingSeek permissionConversation, not broadcast
Links
Delicious.com/paulb/cityoj04Delicious.com/paulb/community