Social Media and Broadcasting: Presentation to the Australian Broadcasting Corporation
by Robin Hamman on Mar 14, 2010
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A wide ranging presentation on the use of social media which I’ve created for an audience of people working in broadcasting. Most examples taken from UK media use of social media, with emphas...
A wide ranging presentation on the use of social media which I’ve created for an audience of people working in broadcasting. Most examples taken from UK media use of social media, with emphasis on techniques and tools are simple, yet powerful, such as finding and reflecting audience opinions rather than building platforms that support this functionality. Towards the end, it gets to examples of deep engagement, where audiences co-create content.
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rafael dutra
7+ years at the BBC; nearly two years at Headshift; + some time at ITV and a wireless start-up.
I was one of the first two online community specialists hired by the BBC and wrote, in consultation with people across the BBC, the social media management procedures, guidelines and training courses.
My last role at the BBC was as the Head of Blogging - a service that, when I left, around 7.5 million unique users per month and generating just under 20 million page impressions. Was also involved in a wide range of projects which I'll talk about here.
I'm also a Visiting Journalism Fellow at City University, London, where I teach over 200 journalists in training per year how to use social media in their work.
Why is this important? Because you have to think about how to encourage participation, ranging from simple participation - surfacing usage data, which can be done without the users even knowing that, by viewing content, they're creating a navigational element for those who follow, to rating and tagging, which takes a bit more time and effort but is still easy for most users to engage in, to taking away and embedding content to share with friends or audiences, to deep participation, for example, getting involved directly in the co-creation of an editorial proposition.
Most successful examples of social media use by brands and media companies utilise simple participation to draw users further up the participatory ladder, deepening their engagement as they go.
Invest in getting the editorial proposition right. Only invest heavily in tools when you know that they'll have longevity or where your editorial proposition absolutely requires you to do so.
Tell story of submitting a birthday card for my kids to CBBC.
That's one of the keys to successful use of social media by time poor broadcasters - mapping social tools onto existing processes.
In this project, we got the meaningful to us and to audiences right... it's a repository for people to post natural remedies. What we didn't realise is that, when people visit the site, there isn't much incentive to create an entry in the repository. People don't visit to do that, they visit to find a cure then head off to the health food or natural remedies shop to make a purchase with their new found knowledge.
There is a 15 person "user generated content hub" team at Television Centre. Doing some simple arithmatc, figure an average salary of £25k per year, x 15, and we're already talking about a service that costs nearly £400,000 per year to moderate comments and sift through images that have been submitted. Yet the BBC doesn't do anything with this content. It bares the cost - as well as editorial risks, infrastructure costs, and legal risks - but extracts little or no value.
Initially we intended to add commenting functionality to this propostion, but when we launched we realised that the moderation budget wouldn't last a week if we did. So, instead, we came up with the idea of finding, monitoring, and curating the best of what people said on twitter, and photographs they posted on flickr. This meant that rather than having a flood of content we had to do something with, we simply dipped in when it suited us and extracted the content with the highest value and displayed it to our audience - most members of which would have only read, rather than contributed, comments and content anyway.
We also involved the online audience in making the weekly highlights programme by adding a "Like This Bit" button, which was used by programme makers to quickly identify potentially interested sections of the video rather than having to trawl through it all, waiting for something to happen.
Initially we intended to add commenting functionality to this propostion, but when we launched we realised that the moderation budget wouldn't last a week if we did. So, instead, we came up with the idea of finding, monitoring, and curating the best of what people said on twitter, and photographs they posted on flickr. This meant that rather than having a flood of content we had to do something with, we simply dipped in when it suited us and extracted the content with the highest value and displayed it to our audience - most members of which would have only read, rather than contributed, comments and content anyway.
We also involved the online audience in making the weekly highlights programme by adding a "Like This Bit" button, which was used by programme makers to quickly identify potentially interested sections of the video rather than having to trawl through it all, waiting for something to happen.
We knew that it's facinating members were it's core asset, so wanted to surface some of their knowledge and insight. All members were given the ability to create a profile and a blog, the blog being publicly visible on the site. But also we were realistic. Many members are still international journalists, so spend a good deal of their time travelling to the world's hot spots. Many also already use services such as dopplr, delicious, flickr and others. So we integrated streams from these external services into the members area, making it possible for them to push the content they were already producing to the frontline site. They don't have to even visit to have a presence.
Audience content is potentially everywhere - but you have to understand that there motivation for sharing it isn't to become famous, it's because they want to tell their friends what they saw, or where they're at.
http://www.flickr.com/photos/chleong/2710778700/
http://www.flickr.com/photos/liliana_rodriguez/463790683/
It's not limited to photos - using qik, flixwagon, bambuser and several other services, a person with a 3g cameraphone can stream live to the web.
The BBC has been in the social media monitoring game for a while. First time was when I found first hand accounts of the Virginia Tech shootings. We got more sophisticated with time - Jaipur being an example of stuff we found using a Yahoo Pipe I made.
http://www.washingtonpost.com/wp-dyn/content/discussion/2009/06/17/DI2009061702232.html
Enabled by Design was created to give those living with a disability a place to discuss product design issues, and ideas, with each other. It's hoped that, in time, some of the ideas generated by the site can be given or sold to manufacturers, road-tested by the co