Community management

Send us your reckons
http://www.youtube.com/watch?v=OQnd5ilKx2Y

Monday, 7 November 2011

4: Community

JOM800 Online Journalism


This week in 3 bullets:

• Why you need your users more than you
think
• Tips on managing communities
• Understanding Creative Commons and
other copyright issues


You can’t create a
community

http://www.flickr.com/photos/tobanblack/3762525969/


UGC vs
community management

• Uselessly broad term
• UGC useful but limited
• Community management enables and
engages
• Industry moving toward engagement


Why?

• Sticky and engaged
• Distributed (distribution)
• Editorially valuable


“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

Help Me Investigate:
a case study

9


5 ingredients?


The 1%.

Capacity


Feedback.

Momentum


Modularity.

Different scopes for different folks


Diversity and
capacity.

Expertise


Visibility.

Communication


The POST process

• People
• Objectives
• Strategy
• Technology

See http://onlinejournalismblog.com/2010/01/19/technology-is-not-a-strategy-its-a-tool/


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*

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

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

What is your
community’s
objective?


Change?

Some goals are bigger than others
(with apologies to The Smiths)

Belonging?

..


Advancement?

..


Fun?

http://www.youtube.com/watch?v=ujz9bev4j5A


A strategy framework
(Jono Bacon)

• Identify the mission
• Opportunities
• Areas of collaboration
• Skills needed


e.g. A utility-driven community

• Mission: Self development
• Opportunities: Fulfilment, career
development
• Areas of collaboration: Exchange news
& information, contacts
• Skills needed: research, writing,
networking

e.g. A change-driven community

• Mission: Change government policy
• Opportunities: Improve people’s lives
• Areas of collaboration: news,
campaigning, lobbying, events
• Skills needed: PR, networking,
organisation, writing

e.g. A socially-driven community

• Mission: create a source of mutual
support and identity
• Opportunities: progress, happiness,
solidarity, pride
• Areas of collaboration: Events, news
• Skills needed: Organisation, PR, design

e.g. An emotionally-driven
community

• Mission: have fun
• Opportunities: Meet others, showcase
creativity
• Areas of collaboration: mashups,
sketches, documentary
• Skills needed: writing, filming, editing

The scaling problem - and the 4
T solutions


Tasks

Parkinson’s Law of Triviality


Teams

(with ability to communicate across those)


Tools

Clarity and functionality


T&Cs

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


Giving a community the tools to
defend itself

• Creative Commons
• Attribution and linking
• A pub conversation is not public
• Leading by example
• Seeding the core community
• Transparency

And finally:
The second visit problem

Feedback, stories and communication
Respond and recognise
Revisit
Review and relate


Back to Help Me Investigate:
4 problems

Editorial
Community
Legal
Technical


Back to Help Me Investigate:
4 solutions?

Editorial - focus on resources
Community - focus on network
Legal - decentralise the site
Technical - open source the code


from Slideshare.net/unthinkingly

Where to go from here:

Draw up a POST strategy: be clear on
your editorial & other objectives
Identify your community’s motivations
Draw up a mission, opportunities, and
skills needed to collaborate
Identify opportunities for feedback

Q&A:
The assignment
and other topics
Was where you are a year ago


This week's lab.

Drawing up a community strategy


Further reading.

Delicious.com/paulb/cityOJ04
Delicious.com/paulb/CM
Delicious.com/paulb/UGC
Lih: The Wikipedia Revolution


Community management

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