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The Social Media Producer – Derived from the Pool UGC project “Stage Fight”,[object Object],Jonathon Hutchinson,[object Object],hutchinson.jonathon@abc.net.au,[object Object]
Who am I?,[object Object],A graduate from the Applied Communication Media Strand RMIT (2008),[object Object],I began studying Television (2nd year),[object Object],Returned to Radio production (3rd year),[object Object],This led to an interest in web based production,[object Object],This also sparked an inclination to do honors (2009),[object Object]
What I’m Currently Doing,[object Object],Working at the ABC in Pool as a Community Manager/Social Media Producer,[object Object],Coincides with my PhD research of “What is the Community Manager?”,[object Object],This addresses the overarching question of “How does the ABC incorporate UGC into their practices?”,[object Object]
Community Based Arts,[object Object],“usually a response to a collectively significant issue or circumstance. It is a collaboration between an an artist or an ensemble (group of artists) and a ‘community’ constituted by virtue of a shared primary identity based on place, ethnicity, class, race, sexual preference, profession, circumstances, or political orientation.” Jan Cohen Cruz: 2006,[object Object]
The Stage Fight Project,[object Object],Background:,[object Object],It was an investigation into UGC practices at Pool:,[object Object],“As the Australian Broadcasting Corporation’s Radio National pursues its online, networked media presence, it is entering into the same media landscape shared by participatory cultures, changing the relationship between the audience or users and the broadcaster. As there is little work done in this area, the ABC appears to be unsure of how to engage with their users, posing a problem with the formula of production. By designing, producing, and managing a participatory culture project within the Pool Community, I am developing a framework that explores the relationship of the social media producer with the role of the national broadcaster within niche media groups with a view to producing user generated content. This will provide a case study on how the ABC can interact with its audience and users.”,[object Object]
The Stage Fight Project,[object Object],I was interested in exploring the moment before a performer takes the stage, or the stage fright,[object Object],What emotions they go through,[object Object],What preparations they do,[object Object],How does the performer fight this fright?,[object Object]
The Stage Fight Project,[object Object],The Process (Pre-Production):,[object Object],I had some idea, but it was really vague to begin with,[object Object],Initially it was a generic Call Out,[object Object],I interviewed other Social Media Producers,[object Object],One common response – “Listen to you crowd”,[object Object]
The Stage Fight Project,[object Object],I poked around Pool for some inspiration,[object Object],Developed 10 pitch ideas, all with a musical undertow,[object Object],Did some little ‘r’ research,[object Object],This was the most important part of the process,[object Object],Emails, forums, other communities/organisations, social networks,[object Object]
The Stage Fight Project,[object Object],There were huge benefits from contacting people about the project,[object Object],Hype,[object Object],Information, 2 way street,[object Object],Most Importantly, ‘they’ decided on my project,[object Object],Here was a major shift in my approach,[object Object]
The Stage Fight Project,[object Object],(Production),[object Object],Group Creation,[object Object],Forum Creation,[object Object],Writing the Pitch,[object Object],Creating the Hype,[object Object],Finding my own community,[object Object]
The Stage Fight Project,[object Object]
The Stage Fight Project,[object Object]
The Stage Fight Project,[object Object]
The Stage Fight Project,[object Object],Provide some seeding content,[object Object],Encourage my community,[object Object],Comments were priceless,[object Object],Weekly updates through emails,[object Object],Keep stimulating the project through twists and turns, or plot developments,[object Object],I looked for new audiences to bring in,[object Object],I also looked for further applications of the production,[object Object]
The Stage Fight Project,[object Object]
The Stage Fight Project,[object Object]
The Stage Fight Project,[object Object],(Post-Production),[object Object],Combining of the mediums,[object Object],I Employed an actress,[object Object],Relating the work back to the original brief,[object Object],Kept feeding the remixed, or co-created works, back into the group,[object Object],Multiple formats for multiple purposes,[object Object]
The Stage Fight Project - Learnings,[object Object],Self Actualization,[object Object],“I” am the expert on everything surrounding me,[object Object],If I am treated as a media “professional”, I am more inclined to participate,[object Object],Through the power of my story, I am able to participate in a cultural representation/conversation ,[object Object]
The Stage Fight Project - Learnings,[object Object],“Emu Dance Class” - GB,[object Object]
The Stage Fight Project - Learnings,[object Object],Forums are your friend,[object Object],Rely on your ‘friends’ for initial content,[object Object],Personal contact is best,[object Object],Continual contact keeps momentum,[object Object],It is a lot of work,[object Object],Incorporate any form of User Led Innovation,[object Object],Keep a low level of entry,[object Object]
Things That Went Wrong,[object Object],My radio pitch fell over,[object Object],I went seriously off timeline and had to pull it back into shape,[object Object],I didn’t estimate how much work was involved with groups and directing a motley crew,[object Object],I didn’t allow enough time for design – project and not only the pretties,[object Object]
Why do we need a Social Media Producer?,[object Object],“We think of the facilitators as social issue-focused artists/activists creating work to help agitate and advocate for change in policy” Joe Lambert: 2009,[object Object]
Why do we need a Social Media Producer?,[object Object],The middle person,[object Object],Has an idea of the bigger picture,[object Object],Needs to be a personable person,[object Object],Drinks from the same cup as the Community Manager,[object Object],Must be up to date on all things tech, social, communication,[object Object],Helps if they have a proven track record,[object Object]
The Tension Between Professional and Consumer,[object Object],Essential to the Social Media Producer role,[object Object],The SMP becomes the curator of these ‘prosumer’ works,[object Object],The gatekeeper still exists within the broadcast industry,[object Object],I see this role merging into a facilitator of the professional vs. consumer conversation,[object Object]
My Personal Perspective,[object Object],Ever prosperous position,[object Object],There is a need for someone that speaks the language in a media organisation,[object Object],It allows me to incorporate my personal artistic practice,[object Object],It was exciting to not be in control,[object Object],Crowdsourcing is the future of communication,[object Object],Media meritocracy is now!!,[object Object],Co-creation opens avenues that aren’t possible with traditional forms of media,[object Object],It is a field that I never thought I would be working in,[object Object]
Further Reading,[object Object],Cohen-Cruz, Jan, 2006 Local Acts: Community-Based Performance in the United States. New Brunswick, NJ: Rutgers University Press,[object Object],Lambert, Joe, 2009 Where it all Started: The Centre for Digital Storytelling in California, Story Circle ed. John Hartley, Kelly McWilliam, Blackwell Publishing, Sussex,[object Object],Bacon, J 2009, The Art of Community, O'Reilly Media, Sebastopol.,[object Object],Dijck, Jv 2009, 'Users Like You? Theorizing agency in user-generated content', Media, Culture & Society, vol. 31, no. 1, pp. 41-58.,[object Object],Lovink, G & Scholz, T 2007, The Art of Free Cooperation, Autonomedia, New York.,[object Object],Axel Bruns and M. Bahnisch (2009). Social Media: Tools for User-Generated Content. Social Drivers behind Growing Consumer Participation in User-Led Content Generation. Brisbane, Smart Services CRC.,[object Object],BBC (2009). "Have Your Say." Retrieved 27th Augst 2009, 2009, from http://news.bbc.co.uk/2/hi/talking_point/default.stm.,[object Object],Leadbeater, C. (2008). We-Think: Mass Innovation, Not Mass Production. London, Profile.,[object Object],Lessig, L. (2004). Free Culture. New York, The Penguin Press.,[object Object],Terry Flew, Stuart Cunningham, et al. (2008). Social Innovation, User Generated Content and the Future of the ABC and SBS as Public Service Media. C. Department of Broadband, and the Digital Economy. Brisbane: 26.,[object Object]
Links,[object Object],The Project:,[object Object],http://www.pool.org.au/group/stage_fight,[object Object],The Remix:,[object Object],http://www.pool.org.au/video/jonathon_hutchinson/stage_fight_the_remix,[object Object],The Exegesis:,[object Object],http://jonathonhutchinson.posterous.com/the-final-study,[object Object],Image: “Gaze” by Stack : http://www.pool.org.au/image/stack/gaze,[object Object]
Contact,[object Object],Email: hutchinson.jonathon@abc.net.au,[object Object],Twitter: @dhutchman,[object Object]

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The Social Media Producer

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Editor's Notes

  1. Jan Cohen-Cruz, Associate Professor at NYU Tisch School of the Arts, wrote Local Acts: Community-Based Performance in the United States