This document discusses using mass media for community management and provides tips for an effective social media strategy. It recommends taking a POST approach that focuses on people, objectives, strategy, and technology. Specific, measurable, achievable, realistic, and time-oriented objectives are advised. The strategy should give people tools to participate and focus on their passions rather than organizational jargon. Ethics, transparency, attribution, permission, and conversation are also emphasized over simple broadcasting.

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. http://www.youtube.com/watch?v=E10Bp_mPXXA

3. http://www.penny-arcade.com/comic/2004/3/19/

4. Paul Bradshaw
City University, London
Publisher, Online Journalism Blog
Founder, Help Me Investigate.com
You can’t create a community
***

5. POST approach to social media
People
Objectives
Strategy
Technology

6. SMART objectives
Specific – age? Place?
Measurable - % increase in what?
Achievable, Realistic
Time-oriented – by when?

7. POST approach:
People – who care about the park
Objectives – help them participate
Strategy – give them tools, an event?
Technology – …

8. Focus on people’s passions
(not your own jargon)

9. Be human (but professional)

10. It’s just a tool.
(It cannot communicate or build trust or audiences by itself)

11. Ethics
Transparency
Attribution & linking
Seek permission
Conversation, not broadcast

13. Links
Delicious.com/paulb/cityoj04
Delicious.com/paulb/community