3 min read

Robin Hamman talk -- Community and Social Media

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"
  • Content: value provided through quality content that educates, inspires, informs and connects community members.
  • Context: value provided by deep understanding of how participants within community want to engage and the tools they use to do so.
  • Connectivity: value provided by connecting members of community in mutually beneficial ways.
  • Continuity: value provided by sustaining efforts over time, ensuring that community is healthy and productive.
  • "Community isn't just for Christmas."
  • Collaboration: value established through collaborative efforts of participants who share, co-create and edit each others' efforts.
  • Five steps towards community engagement:
  1. Assess community needs and interest -- Radium6 ($$$$).
  2. Develop rules of engagement -- what do you do when you find a piece of content online?
  • Response considerations: transparency, sourcing, timeliness, tone, influence
  1. Identify right managers for your community
  • moderation = policing; hosting = building engagement
  • When a comment is removed, build accountability and followup -- Why was it removed? Who removed it?
  • Hosts provide environment, set agenda, welcome audience and then provide connections between audience members -- before backing off and manages everything else.
  • Metaphor of a party host
  • Connecting community to content and bringing out audience voice.
  1. Establish internal and external processes
  • Community management takes time; set expectations (When and who will be around?)
  1. 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
  • Cool idea: DJs using Last.fm
  • Panorama using Delicious
  • 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:
  • American Expres OpenForum
  • West Midlands Police; @wmp_helicopter; westmidlandspolice YouTube.
  • Spot.us -- really cool way of crowdsourcing journalism; content licensed as CC-attrib
  • Help Me Investigate
  • Ushahidi -- crowdsourcing, mapping crisis response (#radtacular)
  • "Glamour Ask a Stylist" app -- take a photo and quickly get a response from a stylist. Can use incoming content for crowdsourcing article topics, targeting content, etc. etc. (#brilliant)
  • David Hone -- Shell climate change advisor; how to make activities more visible to internal staff.
  • Created blog, hooked it up to Delicious, Vimeo, Slideshare
  • GE -- curating voices of staff; marketing people don't have the technical insights product designers and whatnot will.

Other stuff:

  1. What is a community
  • owned
  • embassies
  • social
  1. Key skills required
  • hosting (engagement building)
  • moderation (policing)
  1. ROI
  • insights and data
  • collaboration
  • eyeballs
  • sense of ownership
  • increased reach and depth of engagement
  1. Extending the life cycle of content
  • transparency of process
  • direct involvement of audiences
  • sharing and repurposing
  1. The importance of rules
  2. Managing challenging situations
  3. Legal implications
  • 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)
  • harassment
  • incitement
  • hate speech
  • duty of care (?)
  • copyright
  1. Measurement
  2. Clarity of purpose ("meaningful participatory framework...")
  3. So now what?