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City University Online Journalism week 4: community

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    City University Online Journalism week 4: community City University Online Journalism week 4: community Presentation Transcript

    • 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
    • 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 a community ***
    • 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? 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 Transparency Attribution & linking Seek permission Conversation, not broadcast
    •  
    • Links Delicious.com/paulb/cityoj04 Delicious.com/paulb/community