Community Management
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The document discusses community management in online journalism. It provides tips on how to engage online audiences and build buzz through tactics like employing a community editor. Future Publishing successfully used a community editor to engage craft enthusiasts ahead of launching Mollie Makes magazine, which then became Future's fastest growing title. The document also discusses how to match community goals, provide feedback, focus on individuals, ensure diversity and capacity, and make content visible across multiple platforms to activate an online community.
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Community Management
- 1. 4: Community management JOM845 Online Journalism Monday, 12 November 12
- 2. Monday, 12 November 12
- 3. “Future employed a Community Editor to engage with the online craft audience and build a buzz in the months leading up to the launch of Mollie Makes” ... http://www.inpublishing.co.uk/kb/articles/media_pioneer_mollie_makes.aspx Monday, 12 November 12
- 4. “Future employed a Community Editor to engage with the online craft audience and build a buzz in the months leading up to the launch of Mollie Makes” ... “It was Future’s fastest growing title in the last decade” http://www.inpublishing.co.uk/news/articles/future_to_launch_the_simple_things.aspx Monday, 12 November 12
- 5. The what. http://www.flickr.com/photos/tobanblack/3762525969/ Monday, 12 November 12
- 6. The POST process - recap • People - networks • Objectives • Strategy - content • Technology - platforms See http://onlinejournalismblog.com/2010/01/19/technology-is-not-a-strategy-its-a-tool/ Monday, 12 November 12
- 7. Why are you publishing? http://www.flickr.com/photos/tobanblack/3762525969/ Monday, 12 November 12
- 8. E.g. “Get to stories before our competitors” • Monitor UGC on other sites • Monitor mentions of keywords such as ‘earthquake’, etc. • Become part of and contribute to online UGC communities • Provide live feeds pulling content from UGC sites* Monday, 12 November 12
- 9. E.g. “Users spend longer on site” • Give users something to do around content, e.g. comments, vote, etc. • Find out what users want to do with UGC and allow them to do that on-site • Acknowledge and respond to UGC • Showcase UGC on other platforms, e.g. print, broadcast Monday, 12 November 12
- 10. e.g. Improve the editorial quality of our work • Provide UGC space for users to highlight errors, contribute updates • Ensure that we attract the right contributors in terms of skills, expertise, contacts, etc. • Involve users from the earliest stages of production Monday, 12 November 12
- 11. Match with the community/ies • Utility-driven? (Self-improvement) • Socially-driven? (Identity, support) • Change-driven? • Emotionally-driven? (Fun) from Jono Bacon, The Art of Community Monday, 12 November 12
- 12. The how. http://www.flickr.com/photos/tobanblack/3762525969/ Monday, 12 November 12
- 13. “81% of [financial and business journalist respondents] are engaging on a regular basis with their digital readers, thus fostering online communities” http://www.guardian.co.uk/media/greenslade/2011/jul/21/digital-media- marketingandpr Monday, 12 November 12
- 14. Monday, 12 November 12
- 15. “‘You have to activate your community. It is difficult, so you have to be really involved with it.’ That’s why the community managers are expected to spend half of their time reaching out to citizens (mostly through social media) and being out and about in their cities.” http://www.niemanlab.org/2012/06/in-the-netherlands-a-patch-like-hyperlocal- network-is-making-money-and-nearing-profit/ Monday, 12 November 12
- 16. link Monday, 12 November 12
- 17. Help Me Investigate: a case study 17 Monday, 12 November 12
- 18. 13 Monday, 12 November 12
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- 21. Monday, 12 November 12
- 22. The 1%. Focus on individuals, not audiences Monday, 12 November 12
- 23. Feedback. Keep up momentum, small things mean a lot Monday, 12 November 12
- 24. Modularity. Give specific tasks to people, but after you’ve started. Don’t dominate. Monday, 12 November 12
- 25. Diversity and capacity. Seek a range of skills in the group, bring in new members Monday, 12 November 12
- 26. Visibility. Publish across a range of platforms and places, regularly Monday, 12 November 12
- 27. The scaling problem - and the 4 T solutions Monday, 12 November 12
- 29. “We have a way to prevent gangs of humans from acting like savage packs of animals. In fact, we've developed entire disciplines based around this goal over thousands of years. We just ignore most of the lessons that have been learned when we create our communities online. But, by simply learning from disciplines like urban planning, zoning regulations, crowd control, effective and humane policing, and the simple practices it takes to stage an effective public event, we can come up with a set of principles to prevent the overwhelming majority of the worst behaviors on the Internet.” http://bit.ly/cityoj04 Monday, 12 November 12
- 30. Tasks Parkinson’s Law of Triviality Monday, 12 November 12
- 31. Teams (with ability to communicate across those) Monday, 12 November 12
- 32. Tools Clarity and functionality Monday, 12 November 12
- 34. Key points: Community skills are in demand - build them. It takes time, persistence and focus - don’t lose heart; do be humble. Monday, 12 November 12
- 35. Further reading. Delicious.com/paulb/cityOJ04 Delicious.com/paulb/CM Delicious.com/paulb/UGC Jono Bacon: The Art of Community Richard Millington: The Proven Path and Buzzing Communities Monday, 12 November 12