online journalism: community
DESCRIPTION
Presentation as part of a Year 2 undergraduate module on Online Journalism. Part of the degree in Journalism at Birmingham City University's School of Media.TRANSCRIPT
Paul BradshawSenior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK (mediacourses.com)Blogger, Online Journalism Blog
Online journalism: community
“Journalism as forum” is just as important as “journalism as fact”
David Paul Nord, http://www.naa.org/docs/Digital-Media/Cookbook/Cookbook08final.pdf
“The Racine (Wisc.) Journal Times found that by allowing users to make comments
on news, the number of online users who visit the site regularly (once a week or more)
more than doubled, and monthly page views more than tripled”
What do people want?
“The people who run this site really seem to care
about their visitors.”
“This site has a strong sense of community to
it.”
“This is a very interactive site.”
“This site offers a variety of different
perspectives.”
I’m as interested in input from other users as I am in the regular content on this site.
A big reason I like this site is what I get from other users.
I’d like to meet other people who regularly visit this site.
This site does a good job of getting its visitors to contribute or provide feedback.
“The User Engagement Study,” http://www.mediamanagementcenter.org/opa/OPA_overview.pdf (Media Management
Center, Northwestern University, 2005).
People: Assess how your targeted audience currently uses thesecapabilities.
Objectives: Decide what you want to accomplish.Strategy: Plan for how social media will affect your relationships with the audience.Technology: Only after the first three steps can you decide what technologies to use.
“The User Engagement Study,” http://www.mediamanagementcenter.org/opa/OPA_overview.pdf (Media Management
Center, Northwestern University, 2005).
POST process for social media strategy
Comments
Considering shutting off comments for:
Crime and crime-related stories Accidents Immigration, naturalization and other nationality/race-related stories Stories that highlight racial distinctions Stories that highlight religious distinctions Stories that are sexual in nature Stories involving children Deaths
Registration =
responsibility?
Comments aren’t
enough
Forums?
A geographic area.
A demographic group, e.g. mums, pet owners
A theme, e.g. weddings,
A columnist or personality.
Blogs?
The blogger needs to encourage participation by audience members by posing questions, posting surveys or soliciting content such as photos or silly captions.
The blog needs to link to, and be linked from, other blogs. This enables conversations to happen across sites.
http://www.naa.org/docs/Digital-Media/Cookbook/Cookbook08final.pdf
Image and video
groups
“I started off by sharing some of the images the MEN photographers produced but it wasn't long before other Flickr users also started contributing ... there's been same-day coverage of major events such as the St George's Parade and the China protests as well as just good shots of the city and some humour from Gene Hunt and the gang.I've also used some of the pictures for print publication within my Saturday e-View page in the MEN. Contacting the photographers for permission first of course - this is a community and not an MEN archive!”
Sarah Hartley, Manchester Evening News
Social networks
MyTelegraphMySunMyExpressGuardian…?Trinity Mirror…?
Profiles linked to comments, blogs, bookmarks, etc.
Facebookgroupsapps
Community editors/managers
“He’s always in that community, and the biggest lesson is that having someone who is ever-present and who sets a good example is really key to guiding the direction your community is going to take,” Pacheco said. “He primarily leads with a spotlight, complimenting people, but occasionally, when someone is out of turn, the core community members will notify Jason.”
Clear policies, but invite users
to build
Actively recruit
Welcome new
people
Provide range of ways to
participate
Highlight & reward
Anticipate problems
Go offline!
Filtering tools
Get out of your
castle
Go where the reader
is
Spectators - 33%Joiners - 19%
Collectors - 15%Critics - 19%
Creators - 13%
Li, Charlene, “Social Technographics: Mapping Participation in Activities Forms the Foundation of a Social Strategy” (Forrester Research, 2007).
1. Lurk
2. Contribute
3. Create
4.Manage
Straw poll: which communities are you in?
Communities you should join
• Facebook and facebook groups• Twitter• Your blogosphere (e.g. eco blogs)• Flickr• YouTube• Forums • Mailing lists • Chatrooms, inc. video chat (e.g. Seesmic)• …Suggestions? Last.fm?
Paul BradshawCourse Director, MA Online Journalism, School of Media, Birmingham City University, UK (mediacourses.com)
Blogger, Online Journalism Blog
Twitter.com/paulbradshaw