Can mass media do community management?

Meg Pickard, GuardianAdam Tinworth, RBI @addersRob Hinchcliffe, ex-Qype, Yahoo, LondonistMaz Nadjm, Ogilvy, ex-Sky @mazi

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

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

Paul BradshawCity University, London Publisher, Online Journalism BlogFounder, Help Me Investigate.com

You can’t create a community***

POST approach to social media

PeopleObjectivesStrategyTechnology

SMART objectives

Specific – age? Place?Measurable - % increase in what?Achievable, RealisticTime-oriented – by when?

POST approach:

People – who care about the parkObjectives – help them participateStrategy – 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

TransparencyAttribution & linkingSeek permissionConversation, not broadcast

Links

Delicious.com/paulb/cityoj04Delicious.com/paulb/community