The Evolving Newsroom

A few tips on using social media from BBC blogger Robin Hamman:

"Social media isn't something you add to a website, it's something you do. When I look back over the social media projects I've been involved in over the years, it's obvious that the key variable upon which success, or failure, is dependent is to what extent social media has actually been integrated into the overall editorial proposition."

Among the examples Robin gives are:

Works: A chat room where the presenter dips in and out of the conversation, reads comments from the chat on air, uses the chat room to actually drive part of the programme works because the effort expended in hosting the chat is well spent.
Doesn't Work: A stand alone chat room fails because someone with better stuff to do has to sit there and moderate it.

Worth a look.