So, that online
community stuff...
...it’s all sorted now, right?*
*Some names and anecdotes
have been tweaked to protect
the innocent (...and the guilty)
• New York Times gets its first “social media
editor”

• Meg Pickard moves from “head of

communities and user experience”...
5 key questions to ask:
• Your editor
• Your social media/community manager
• Yourself
QUESTION 1
Why are YOU doing it?

• “Common practice should be a
factor that we consider...”
Why are YOU
• Improve your journalism?doing it?
• Increase your traffic from social platforms?
• Get people spending more ...
QUESTION 2
Howyourselfyou measuring- that?
Get are some proxy metrics more
•
than one is fine (we have a few).

• Qualitative data’s ...
The Britney Dilemma

If all you care about is unique browsers, then this
will be the pinnacle of your accomplishments
QUESTION 3
Are you paying attention to the
results?

• Experiments = A GOOD THING
• if you know what success looks like

if you actua...
QUESTION 4
Are you sharing what works?
“Stand ups” in morning conference
Lunch time talks

Community Clinics

Informal training
Forma...
QUESTION 5
Are you supporting them once
they get the message?

WORKFLOW
WORKFLOW
WORKFLOW
In Summary
• Decide why you want to do community
• Find a way to measure it
• Record what works
• Share what works (repeat...
QUESTIONS?
@guardianjoanna
So, that online community stuff... that's all sorted now, right?
So, that online community stuff... that's all sorted now, right?
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So, that online community stuff... that's all sorted now, right?

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News organisations say they no longer need social media editors, or community programmes, because all their journalists use those platforms. But is that really the case? Have news organisations REALLY understood why they're using social tools and do we know whether we're being successful?

Published in: Technology, News & Politics
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So, that online community stuff... that's all sorted now, right?

  1. 1. So, that online community stuff... ...it’s all sorted now, right?*
  2. 2. *Some names and anecdotes have been tweaked to protect the innocent (...and the guilty)
  3. 3. • New York Times gets its first “social media editor” • Meg Pickard moves from “head of communities and user experience” to “head of social media development” • I start at The Times as “web development editor” <<< Errrrr • Sky appoints a “Twitter correspondent”
  4. 4. 5 key questions to ask: • Your editor • Your social media/community manager • Yourself
  5. 5. QUESTION 1
  6. 6. Why are YOU doing it? • “Common practice should be a factor that we consider...”
  7. 7. Why are YOU • Improve your journalism?doing it? • Increase your traffic from social platforms? • Get people spending more time on your site? • Improve customer relationships? • Get customer data? • (it can be more than one!)
  8. 8. QUESTION 2
  9. 9. Howyourselfyou measuring- that? Get are some proxy metrics more • than one is fine (we have a few). • Qualitative data’s ok too (we’re working on that). • Just make sure you know the strengths and weaknesses.
  10. 10. The Britney Dilemma If all you care about is unique browsers, then this will be the pinnacle of your accomplishments
  11. 11. QUESTION 3
  12. 12. Are you paying attention to the results? • Experiments = A GOOD THING • if you know what success looks like if you actually look at the results if you draw some useful conclusions if you don’t use distraction techniques
  13. 13. QUESTION 4
  14. 14. Are you sharing what works? “Stand ups” in morning conference Lunch time talks Community Clinics Informal training Formal training Daily and weekly emails with good examples Rinse, Repeat UNTIL YOU’RE BORED OUT OF YOUR BRAIN!!!!! (and then teach others how to spread the word)
  15. 15. QUESTION 5
  16. 16. Are you supporting them once they get the message? WORKFLOW WORKFLOW WORKFLOW
  17. 17. In Summary • Decide why you want to do community • Find a way to measure it • Record what works • Share what works (repeatedly) • Focus on tools to make it easier to do
  18. 18. QUESTIONS? @guardianjoanna

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