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Overview: Online Community Management

Convening a community can be the most powerful communication tactic there is.

Online communities offer enormous opportunities to the right organisation. Community members are far more likely to read your content, think of your organisation, give you feedback, share your content, attend your events, get involved in your programmes, and buy your products.

On the other hand, convening a community is hard: few people have time for more than a couple of online platforms in their lives, so attracting them to yours means you need to be uniquely useful to them.

That generally requires a change of mindset and new internal processes across the organisation, because it’s not your community - it's theirs. And getting their involvement means really listening to what they have to say, and then visibly acting on it.

I built the EU Commission’s first online community in 2002, and have built many more successful ones since. If you’d like to chat, get in touch.

More services: start with Communication strategy.

Relevant resources

Why Wikipedia beats Wikinews as a collaborative journalism project » Nieman Journalism Lab
www.niemanlab.org

why Wikipedia has been a more successful news source than Wikinews... Wikipedia’s formulaic style and continuous format are more conducive to collaborative writing projects ... writing a news story with a lead, a coherent narrative, and a deadline is very different than writing an encyclopedia article...tension between the Wikipedia community... …

Navigating the ‘infodemic’: how people in six countries access and rate news and information about coronavirus
reutersinstitute.politics.ox.ac.uk
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people with low levels of formal education are much less likely to ... rely on news organisations ... more likely to rely on social media and messaging ... Argentina, South Korea, Spain, and the US, young people are much more likely to rely on social media... Germany, the UK, and the US, to rely on messaging applications groups...very high numbers…

Fighting misinformation requires journalism, not secret algorithms
www.niemanlab.org

Watching Silicon Valley exercise news judgment has been like watching Walter Cronkite try to write code in Python... Four companies have created trustworthiness indicators for news websites: Facebook, Google, Twitter, and NewsGuard. Publishers have no way of learning their secret trust score from the Silicon Valley companies. NewsGuard’s journalis…

Maybe greater transparency can increase trust in news — but readers have to find your transparency first » Nieman Journalism Lab
www.niemanlab.org
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A “Behind the Story” explanation box attached to a news story ... most people skip right over it...it didn’t impact their trust ... Banner blindness isn’t just for ads... can be confused with advertising... whether people saw a BtS card or not didn’t significantly change their ratings.

09/02/2020
'A more sophisticated influencer strategy': Publishers are building teams to recruit 'expert networks' - Digiday
digiday.com
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with influencer marketing en vogue and publishers hunting for ways to drive engagement on their properties, the hunt for famous, influential contributors is back on... eg Axios has two people... recruiting, managing subject matter experts to participate in Expert Voices... invite-only contributor network... Find influential people, bring them into…

How we’re measuring the success of Trusting News strategies
medium.com
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Let’s take a look at the Trusting News approach to measurement.... partner newsrooms selected two to five strategies ... a good fit for their mission, goals and audience. They also selected which platforms, mediums or methods of communication ... Anywhere journalists communicate with their audience, we want to inject trust-building messages... …

28/03/2018
What Could Blockchain Do for Journalism?
medium.com
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the solution to both crises facing journalism may come from the same technological root: blockchain... An ecosystem of micropayments... as the holy grail for online journalism... Blockchain technology can create both chains of authenticity and a level of security... Sludge is one of the “first fleet” of around 20 newsrooms ... on a new blockchai…

He Predicted The 2016 Fake News Crisis. Now He's Worried About An Information Apocalypse.
www.buzzfeed.com
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“We are so screwed it's beyond what most of us can imagine... And depending how far you look into the future it just gets worse.”... a slew of slick, easy-to-use, and eventually seamless technological tools for manipulating perception and falsifying reality... They’re running war game–style disaster scenarios based on technologies that have begun …

10 reasons why Americans don’t trust the media – Trust, Media and Democracy – Medium
medium.com
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Americans believe that the media have an important role to play in our democracy — yet they don’t see that role being fulfilled... Here are 10 findings that stood out to us:

06/02/2018
How Facebook could really fix itself
theconversation.com
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Facebook will rely on users to rate how trustworthy groups, organizations and media outlets are... Leaving trustworthiness ratings to users without addressing online political polarization risks making civic discourse even more divided and extreme... Facebook needs to take responsibility for the content it publishes and republishes. It can combine…

Facebook will now ask users to rank news organizations they trust
medium.com
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it will rank news organizations by credibility based on user feedback... trust rankings will emerge from surveys ... Google announced it would cancel a two-month-old experiment, called Knowledge Panel, that informed its users that a news article had been disputed by independent fact-checking organizations... Facebook learned the wrong lesson fro…

Can Wikipedia’s Jimmy Wales fix the news?
medium.com
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Wales wants to bring the power of the Wiki community and the wisdom of crowds to bear on the media business by creating a hybrid model... local community members can help direct the work of WikiTribune journalists when such events occur, suggesting avenues to explore and co-creating a more permanent news resource that will serve a longer-term comm…

News Feed FYI: Helping Ensure News on Facebook Is From Trusted Sources | Facebook Newsroom
newsroom.fb.com
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In 2018, we will prioritize News from publications that the community rates as trustworthy... that people find informative... relevant to people’s local community... We surveyed ... people using Facebook across the US to gauge their familiarity with, and trust in, various different sources ...

Bias, Bullshit and Lies: Audience Perspectives on Low Trust in the Media | Reuters Institute for the Study of Journalism
reutersinstitute.politics.ox.ac.uk

Even in a world where people increasingly get news from social media, the professional news media is still seen as largely to blame for low trust... Reuters Institute for the Study of Journalism examines the underlying reasons for trust and distrust ...Bias, spin and hidden agendas come across as the main reasons...perceived decline in journalisti…

The new Medium still hasn’t solved human nature – ART + marketing
artplusmarketing.com
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I have an obvious incentive to get claps: pretty decent money. ... I can write more polarized headlines... on polarizing topics. I can piggy back on the hot news of the day... write things I don’t actually believe using incendiary language ... Medium has safeguards ... a team of curators ... a policy against abuse that it actually enforces... a t…

We’re creating a Facebook Group to debate American politics
medium.com
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with a group, I as a community editor will have much more control and freedom over managing the discussion.... Here are some of the more interesting ways that publishers are using this feature:

We’re about to enter a whole new phase of ‘Fake News’ craziness
www.washingtonpost.com

federal investigators are looking at whether the Trump campaign helped Russia disseminate “fake news.”... just as the Trump administration appears poised to ramp up its own campaign against the news media... a new phase of escalation in Trump’s “fake news” wars, in which he will counter reports ... by calling those reports “fake news.”... Trump …

Media Manipulation and Disinformation Online
datasociety.net
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"Internet subcultures take advantage of the current media ecosystem to manipulate news frames, set agendas, and propagate ideas..." plus a lot more: it's a 100+page report

Wikipedia founder Jimmy Wales launches Wikitribune, a large-scale attempt to combat fake news » Nieman Journalism Lab
www.niemanlab.org

combat fake news by combining professional journalism with volunteer fact checking... professional journalists will be paid to write “global news stories,” while volunteer contributors will “vet the facts, helps make sure the language is factual and neutral... transparent about the source of news, posting full transcripts, video, and audio of in…

Here’s a list of initiatives that hope to fix trust in journalism and tackle “fake news”
medium.com
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an extensive list of projects, initiatives and tools created to fix trust in journalism and false/fake news and misinformation

Jay Rosen: This is what a news organization built on reader trust looks like » Nieman Journalism Lab
www.niemanlab.org

a trusted membership model is key to journalism’s future... De Correspondent is funded solely by its members... because they believe in the kind of journalism that is done by its 21 full-time correspondents and 75 freelancers... In this piece I will unfold what I mean by “optimized for trust” ...

08/04/2017
For Quartz, bots are a chance to build a new path for interacting with news (and news outlets)
www.niemanlab.org

Bot Studio... will focus on two main areas: How bots and artificial intelligence can help journalists do their jobs better and how news consumers can use them to access news and information... conference bot, a Twitter bot — @newsnerdbot. We scraped the conference website ... fed that into a database, and then wired that up to a natural-language …

06/03/2017
Gather will offer a platform to explore questions around community engagement
www.niemanlab.org
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a digital community ... a space for anyone interested ... how to make “journalism more responsive to the public’s needs, more representative of the public’s diversity, and more inclusive of the public’s voices.”... Gather... for everyone working in news in some capacity

23/02/2017
The Mark Zuckerberg Manifesto: Great for Facebook, Bad for Journalism - The Atlantic
www.theatlantic.com
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Zuckerberg uses abstract language in his memo—he wants Facebook to develop “the social infrastructure for community,” he writes—but what he’s really describing is building a media company with classic journalistic goals... “for keeping us safe, for informing us, for civic engagement, and for inclusion of all.”,,,an assumption that news... will con…

20/02/2017
How Focusing on Content Leads the Media Astray
hbr.org
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author of The Content Trap and professor at Harvard Business School, talks about the strategic challenges facing digital businesses, and explains how he and his colleagues wrestled with them when designing HBX, the school’s online learning platform... success for the best companies does not come from making the best content, it comes from recogniz…

How to build audiences by engaging your community
www.americanpressinstitute.org
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People don’t just consume news today. They participate in it.... journalists can engage their audiences as contributors, advisors, advocates, collaborators and partners... This study describes in detail how newsrooms and independent journalists can grow their readership, boost their relevance and find new sources of revenue by listening to and lea…

17/01/2017
Medium, and The Reason You Can’t Stand the News Anymore
medium.com
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today’s news outlets are all in a no-win situation where they are forced to contribute to the causes of their own demise to survive... well-meaning people try to “fix” the news. But instead, those methods erode trust in all news outlets... You can draw a straight line from the bad incentive structure forced upon news outlets to the unprecedented d…

With its subscribers Facebook group, The Boston Globe is mining the stickiest corners of the platform » Nieman Journalism Lab
www.niemanlab.org

An average post in the private subscribers group ... attracts about twice the number of comments ...

14/01/2017
Comment Section Survey Across 20 News Sites – Engaging News Project
engagingnewsproject.org
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what more than 12,000 people[i] told us about comment sections on 20 different news sites.... 81% ... would like it if journalists clarified factual questions in the comment section... 73% ... would like it if experts on the topic of the article responded... 58%, would like it if journalists actively contributed to comment sections...

14/01/2017
Russia Hysteria Infects WashPost Again: False Story About Hacking U.S. Electric Grid
theintercept.com
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THE WASHINGTON POST on Friday reported a genuinely alarming event: Russian hackers have penetrated the U.S. power system...media reactions... were exactly what one would expect: hysterical, alarmist proclamations ... It did not happen. There was no “penetration of the U.S. electricity grid.” ... The level of groupthink, fearmongering, coercive p…

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