Can mass media do community
management?
Meg Pickard, Guardian
Adam Tinworth, RBI @adders
Rob Hinchcliffe, ex-Qype, Yahoo,
...
http://www.youtube.com/watch?v=E10Bp_mPXXA
http://www.penny-arcade.com/comic/2004/3/19/
Paul Bradshaw
City University, London
Publisher, Online Journalism Blog
Founder, Help Me Investigate.com
You can’t create ...
POST approach to social media
People
Objectives
Strategy
Technology
SMART objectives
Specific – age? Place?
Measurable - % increase in what?
Achievable, Realistic
Time-oriented – by when?
POST approach:
People – who care about the park
Objectives – help them participate
Strategy – give them tools, an event?
T...
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
Transparency
Attribution & linking
Seek permission
Conversation, not broadcast
Links
Delicious.com/paulb/cityoj04
Delicious.com/paulb/community
City University Online Journalism week 4: community
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City University Online Journalism week 4: community

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City University Online Journalism week 4: community

  1. 1. Can mass media do community management? Meg Pickard, Guardian Adam Tinworth, RBI @adders Rob Hinchcliffe, ex-Qype, Yahoo, Londonist Maz Nadjm, Ogilvy, ex-Sky @mazi
  2. 2. http://www.youtube.com/watch?v=E10Bp_mPXXA
  3. 3. http://www.penny-arcade.com/comic/2004/3/19/
  4. 4. Paul Bradshaw City University, London Publisher, Online Journalism Blog Founder, Help Me Investigate.com You can’t create a community ***
  5. 5. POST approach to social media People Objectives Strategy Technology
  6. 6. SMART objectives Specific – age? Place? Measurable - % increase in what? Achievable, Realistic Time-oriented – by when?
  7. 7. POST approach: People – who care about the park Objectives – help them participate Strategy – give them tools, an event? Technology – …
  8. 8. Focus on people’s passions (not your own jargon)
  9. 9. Be human (but professional)
  10. 10. It’s just a tool. (It cannot communicate or build trust or audiences by itself)
  11. 11. Ethics Transparency Attribution & linking Seek permission Conversation, not broadcast
  12. 12. Links Delicious.com/paulb/cityoj04 Delicious.com/paulb/community
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