Robin Hamman talk -- Community and Social Media
October 19, 2011
Robin Hamman, Director of Digital, Edelman (London)
Visiting Fellow of Journalism, City
- If you ask general questions, the responses tend to be pretty low-quality.
- While at BBC, they spent upwards of £1 mil on moderating just non-news content.
When you engage visitors, make sure you can at least acknowledge their contributions
- Have editorial guidelines for user-submitted content up front.
- Use tools like Yahoo! Pipes to glean snapshot of current posts on a topic and respond back to community directly.
- Once you know what people are searching for, you can start to intelligently use keywords/tags/etc.
- Most people (60%) need to hear something 3-5 times about a company to believe it is likely true — Edelman Trust Barometer.
Seven behaviours of public engagement:
- Listen with new intelligence
- Participate in the conversation: real time / all the time
- Socialise media relations
- Create and co-create content
- Champion open advocacy
- Build active partnerships for the common good
- Embrace the chaos
- Embassies — important as a transitory space between broader Internet and owned content; Google pagerank via natural language results.
5 C’s which deliver “lifetime value”
Five steps towards community engagement:
- Assess community needs and interest — Radium6 ($$$$).
Develop rules of engagement — what do you do when you find a piece of content online?
- Response considerations: transparency, sourcing, timeliness, tone, influence
Identify right managers for your community
Establish internal and external processes
- Community management takes time; set expectations (When and who will be around?)
Train, Equip and Deploy (TED)
- Articulate — able t communicate effectively in a variety of media
- Social: engage in authentic conversation and interactions
- Professional: act as a responsible ambassador of brand/org
- Adaptable: can make decisions quickly, handle crisis situations
- Enthusiastic: energetic, passionate and engaged in relevant topics
- Connected: has ties to the right people within community
- Organized: can keep track of data, relationships, content calendars and a variety of assets essential to maintaining community
Audiences are interested in your proceses
The life cycle of content can be extended through social participation
- Always reuse content and keep back catalogue as an asset.
Social media measurement:
- Attention, engagement, authority, influence, sentiment
Examples of good social utilization:
What is a community
Key skills required
- hosting (engagement building)
- moderation (policing)
- insights and data
- sense of ownership
- increased reach and depth of engagement
Extending the life cycle of content
- transparency of process
- direct involvement of audiences
- sharing and repurposing
- The importance of rules
- Managing challenging situations
- libel — “golden rules” at BBC (Wanted to be able to fall back on the Reynoldson case — i.e., site is just a conduit — but necessary for takedown policy)
- hate speech
- duty of care (?)
- Clarity of purpose (“meaningful participatory framework…“)
- So now what?
© 2018 Ændrew Rininsland, except where otherwise noted.