Which side are you on?

Kate Day, social media and engagement editor for Telegraph.co.uk, and is about to appoint a community manager, a new role for the title. Although Day admits she spends a lot of time in both marketing and editorial departments the new role will be closely linked to editorial.

She tells me: “We received a lot of applications from journalists, and also social media marketing people. This role is rooted in editorial so we are looking for someone who really understands the newsroom and it’s likely that they will be a journalist. The role will involve helping journalists source and develop news stories by making the best use new tools and platforms as well as helping to build a loyal, engaged digital audience.”

As far as Day is concerned, this role is there to not only help journalists do more but also to recommend the best social tools and skills to others. They will be required to have an overview of the industry and what competitors are doing with socially online.

The Telegraph’s community manager will focus largely on Facebook and Twitter but also keep an eye on comments on the site and the My Telegraph blogging platform.

Making it count

Day claims that because the Telegraph’s audience is fragmented across external networks and its own website, it’s no longer possible to generate a single stat to measure success.

“We can measure referral traffic, the number people on Facebook and Twitter amount of time they spend on the site and so on,” says Day. “There’s no single number that represents engagement or revenue return very well.”

Justin Fogarty is online community manager for Ariba a spend management site. He oversees a customer community called Ariba Exchange as well as managing several LinkedIn groups. He maintains that even from a B2B perspective the money is often difficult to trace, at least at first.

He writes on Mashable: “It’s not about ROI or advertising dollars at the beginning. It’s not about messaging and positioning. Customers will come back to a place with a compelling reason for going there in the first place.

“Let the user determine the model, and look at the type of user that you want to attract as the primary driver behind the online presence.”

But surely some companies by now are reaching a point where we can begin to see the money?

Social monetisation manager?

Mashable’s community manager Vadim Lavrusik, who previously worked at the New York Times, says making money is the next logical step for news organisations. He cites a job advert from Cox Media Group, which emphasises the revenue generation aspect of community management. Cox runs 15 broadcast television stations, 85 radio stations and eight daily newspapers. Interestingly, it already has a social media manager, Mathilde Picard, and this is an extra role – another example of how media groups create interaction first before moving to monetisation.

“In some ways, Cox is making a big bet that social media will play a big role in its revenue strategy — at least one big enough to require such a position,” says Lavrusik. “The position is part of a further shift in company strategy to invest in digital.”

The question is: are we ready to take this leap into a focus on not just interaction but revenue in the UK? Social media is about conversation, not pound signs, and brands risk losing credibility by seemingly selling out to advertising and harsh marketing messages.

Originally published on TheMediaBriefing

David Cushman, MD of the 90:10 Group, who blogs at Fasterfuture.blogspot.com, told me in a video interview that the biggest mistake publishers can make in this area is adopting a heavy handed “top down” approach. “It is not a channel, it is not a way in which you distribute content … it has to be at the heart of what you do,” he says. Now watch on…

Click here to view the embedded video.

Audit first

Cushman’s mantra is to listen to both your organisation and your audience and keep an open mind. “You have to let your audience inform what you do. Only then will they interested in passing it around,” he says.

Paywalls hinder sharing

Few would deny this stuff is important. But what if your business model isn’t compatible with social sharing? Erecting a paywall, for example, around your content hinders exposure and the building of interpersonal networks. Cushman acknowledges specialist information, delivered well, can lead to a successful paywall model but closed is still not good enough.

The New York Times realised this and sidestepped the paywall model – NYTimes.com readers can view articles discovered through social media, even if you’ve passed your monthly limit. But as we’ve mentioned this approach undermines the paywall entirely.

Almost a quarter of a million people now digitally subscribe to The Financial Times, an increase of 8.1 percent since January 2011. But Cushman is cautious:

“Even they haven’t got it right for me, because they’re not doing it for me. It’s not focused enough and it’s not social.”

Who’s really open?

The Guardian’s call to media and technology bloggers proudly declares that it is an open platform. But as Cushman points out “the only truly open silo is the internet.”

Cushman (who spoke to the Guardian recently) thinks this attitude will encourage people who identify with the brand to contribute. Fundamentally, there has to be some incentive for the blogger to move onto the website. “The people who chose to go on their platform do so with a mission in mind”

Originally published on TheMediaBriefing

Following a meeting with Auro and Clément at the beginning of April, I managed to sort some dates to come down and cover activities at Village Underground. Before I came down it was important to have some social media networks more sorted.

Village Underground now has a Twitter Account, a YouTube channel, and a Flickr site. I’ve also been overhauling their Facebook and Myspace presence. At the simplest level this has meant using all the logos and backgrounds so branding is carried across all elements. It also means effectively pulling content from elsewhere and thinking about re-distribution.

Raw Material
You may have noticed from my last post on Posterous that I had more plans for extra platforms. However, after I met with Raw Material I decided that this isn’t the best solution.

Raw Material will be responsible for adding content across these sites after I’ve finished and they weren’t interested in unnecessarily complicating the brand. Because I was pulling all the current channels over a hectic weekend prior to my VU residency, I did perhaps hastily name some of these sites. For example Village Underground’s Twitter identity may get changed due to ‘VillUnderLondon’ not showing up in search results. The small following built purely through re-enlivening Facebook and following Twitter mentions was also balked at and doubtless audience figures will rapidly increase in the professional hands of Raw Material. I hope it will be better than this Insight screen grab of previous Facebook Group activity.

They also particularly questioned the need to have a real presence on audio sharing platforms such as Audioboo or even Sound Cloud. Auro wanted to put mixes of club nights online but Firgas from Raw Material mentioned PRS “would be all over it.” Firgas also doubted there would be much interest in detailed musical playlists or podcasts as VU’s music doesn’t have a particular sound. Instead of creating Spotify or Last FM playlists, I added a playlist of forthcoming acts to Myspace.

We also chatted about using video clips of live performance. We decided the best decision here was to take down if asked. Any full length interviews and performances that take place in one of the Village Underground driver cabs will need a separate release form. I will post separately about this material or you’ll probably see content pop up on all the channels mentioned.

For my MA Online Journalism I’m conducting a Production Lab placement with Village Underground, London. Following the last group Skype meeting, I thought it would be useful to do a case study on a venue that already has its online presence sorted. I managed to arrange a face to face meeting with Maryam Ashgari from the Barbican, a 28 minute edit of the meeting can be listened to below.

But if you don’t have half an hour to spare here are my conclusions.

Website
The Barbican website in its current state has been running for 9 months so it is a relatively new introduction. Maryam is still monitoring the success of her online experiments – the social media and content production process is still evolving. The main website now highlights and flags up a range of things that come up under the broad Barbican umbrella and it is also Maryam’s job (in conjunction with an intern) to maintain other social media and keep a unified presence – their approach isn’t too rigid or dictatorial in tone or structure.

Conclusions: Village Underground is not such a large arts centre but a unified presence still needs to be maintained across all third party sites. I also discussed tone on these different sites, Maryam said (around 16 minutes) there is not really a discernable difference in register anymore. However, the main website draws from press releases so there’s slight difference in style. The Barbican’s tone across other social media is fairly “rough and ready”. In Village Underground’s case I don’t think there needs to be a register change.

Facebook
Myspace is no longer really used by The Barbican and now their Facebook site is their social media hub. Maryam talked about the importance of reacting to the community and answering any questions they had claiming “If you don’t react you lose your audience.” She also mentioned posing questions or running small competition helped people interact with the site and gave them a reason for visiting. She also talked about the importance of not bombarding the audience via the Facebook mailing list.

Conclusions: Although Village underground has a Facebook group site it’s not very well maintained, comparing it to Barbican’s Facebook in conjunction with these tips will really help keep an audience on the Facebook site interested and engaged.

Twitter
Barbican have only had a presence here for the last 6 months or so but already it has proved successful. According to their analytics they rank in the top 30 arts organisations in the world (6:30 minutes in). The tone on Twitter is even more informal and the conversational currency is fun. They have also played around with the form, recently conducting a successful Q&A with a renowned violinist Sara Chang. They capitalised on this event by taking photos and putting it on the Flickr site..

Conclusions: Twitter needs to be set up and taken seriously, we chatted about it being a potential drain on resources. Maryam keeps this in check and only really responds to Tweets for an hour in the morning and afternoon. This is encouraging as there were concerns raised at the Skype meeting that Twitter would take up too much time.

Last FM
Interestingly someone outside of the Barbican staff started a Last FM presence and still maintains the site, updating the playlists, radio and events. According to their Google Analytics Last FM is one of their most successful sites for converting into ticket sales.

Conclusions: I hadn’t even thought of using Last FM. It makes even more sense to compile a playlist and presence for Village Underground as it stages quite a lot of music events. It might also be good to get favourite tracks they think represent Village Underground, or even ones that they play whilst working in the office and studio.

YouTube
TheirBarbican Channel has gained an incredible amount of recognition due to video footage of their most recent installation by Celeste Boursier featuring bullfinches roosting on a guitar and amp. Although the footage was shot somewhere else and had previously had 2,000 hits, it was re-editted by Barbican staff and succeeded on their channel, receiving over 600,000 views.

Also interestingly the PR team put YouTube links in their press releases and this also created the buzz around this video. They have also just started a Vimeo account, the content is the same as YouTube but Vimeo is preferred by designers. This preference was also expressed by the Village Underground designer at the last Skype meeting. Maryam is currently looking at Tube Mogul, a service that automatically puts the same content across different third party video sites. At the moment this is a paid for service.

Conclusions: Village Underground needs a Channel, there is plenty of material floating around YouTube but if it is brought into a channel it makes it easier to use and monitor. Video needs also needs to be be promoted creatively, once you point the public or press to the site the video speaks for itself. Maryam also mentioned she wanted to encourage more of a “rough and ready” approach to video. It’s all very well having polished bits of video but the public want to also see exclusives, voxpops and behind the scenes action. These can all be readily done with Village Underground.

Flickr
Barbican have a broad array of press shots, amateur snaps and even flip footage on their Flickr site. Much of Maryam’s work is concerned with encouraging people to tag them up properly. Correctly tagged, the images will also show up on the Barbican site’s Flickr gallery, the Facebook Flickr widget and Twitpics. Maryam talked about how Flickr is helping to bring all three main sites together.

Conclusions: Pretty much the same as YouTube conclusions, there are pics out there they just need pulling together.

Blogging
There was some talk about encouraging blogs for certain projects but it very much depends on personality. I raised the point about what I’d noticed with the Liverpool Philharmonic blog, successful because the Chief Conductor Vasily Petrenko is charismatic with devoted fans. Maryam mentioned that person who blogs must be used to doing it, you can’t force people to blog.

Conclusions: no progression from the notes I made under ‘Text’ in my first stage research.

Podcasts
Only a few podcasts have been produced so far but they have already gained recognition. The Barbican team have been told by iTunes that they might be mentioned in next month’s Store Picks section. Obviously, the focus is mainly on music but Maryam would like to start producing podcasts for other departments, particularly theatre and maybe even visual arts (discussion!)

Conclusions: Podcasts might be too time consuming for the limited time that I am able to help Village Underground. However, given the right training they are fairly easy to produce, maybe this is an element that can be introduced if an internship were to happen. I could quite easily train someone to produce decent audio.

All In The Analysis
Maryam has many success stories to tell about her approach to online. Most importantly though, Google Analytics are key to measuring and proving that success to others. I need to chat to Jowan the web designer about what analytics are in place and to strengthen and consolidate them. What is clear is that there are quite a few social media bits already started by both the Village Underground and members of the public. Plenty of archive material already exists. For my project I need to organise these parts and create a strategy for going forward.

Online News Association kicked off their 2010 monthly meet-ups by inviting renowned blogger Paul Staines (aka Guido Fawkes) to add his own incendiary opinion on social media, real time and data driven journalism of the future.

It was one of the best journalism discussions I had been to in a while. You can replay the liveblog below and or compare perspectives (it’s the future!) with @brian_condon.

To view this window in a pop out click here

I recently headed off to the BBC to hear Nic Newman present his paper ‘The rise of social media and its impact on mainstream journalism’. They recorded the session so you might want to keep an eye on Reuters site for a better recording.

You can right click ‘save target’ for the MP3 here or listen below.

The discussion took place in the chamber facing a picture of Lord Reith which the chair points out at the beginning. Some notes and live twittering to accompany this talk can be found at Caroline Beavon’s site. This is the post from Chiara Bolognini.