Comments on: Hanging by a thread http://www.prmatters.co.nz/hanging-by-a-thread/ fresh thinking - influential communication Wed, 30 Nov 2011 22:56:21 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Simon http://www.prmatters.co.nz/hanging-by-a-thread/comment-page-1/#comment-48 Simon Wed, 15 Oct 2008 23:58:24 +0000 http://www.prmatters.co.nz/?p=55#comment-48 I currently monitor the forums on gaynz.com. Such an example of the macro response is as follows - After a recently released report on the issue of gay rights and blood donation the NZ Aids Foundation backed the finding that the policy of not allowing men who sleep with men to donate blood was not discriminatory. A number of the more extreme forum members on the gaynz forums were outraged that the NZ Aids Foundation would take this position. After several days of constant negative posts on this - a major channel for this community, the NZ Aids Foundation finally posted a response. The response was an explanation of why the organisation had backed the report and a recognition of some of the community members concerns over the issue, it was not a response to any one posting (therefore a macro response). Negative posts did continue to ensue after the response and the forum did generate enough coverage that eventually led to a somewhat sensationalist article appearing in a local community paper. I still believe the NZAF acted correctly however as at least for some of the more level headed members of the community they had clarified their position. I think a forum is much like a political rally. Everyone is shouting and there will always be the odd nutter or two however the most productive thing to do as the politician attending (or organisation posting on the forum) is address real concerns of the public while staying on message. The objective is to try and channel the concerns of the public into positive or at least objective debate. Click here for a recent political rally example: http://www.youtube.com/watch?v=w4Xi8JnfAHI In regard to the more mainstream online media in New Zealand such as Stuff.co.nz, NZ Herald online and even the TVNZ election Youtube site, like talkback I find them slightly biased towards the right in their blog postings, user poll results and video comments. Is this a reflection of the demographic that uses online media in New Zealand the most or is that there is just no decent mainstream alternative in New Zealand with a more balanced audience and perspective? I currently monitor the forums on gaynz.com. Such an example of the macro response is as follows – After a recently released report on the issue of gay rights and blood donation the NZ Aids Foundation backed the finding that the policy of not allowing men who sleep with men to donate blood was not discriminatory. A number of the more extreme forum members on the gaynz forums were outraged that the NZ Aids Foundation would take this position. After several days of constant negative posts on this – a major channel for this community, the NZ Aids Foundation finally posted a response. The response was an explanation of why the organisation had backed the report and a recognition of some of the community members concerns over the issue, it was not a response to any one posting (therefore a macro response). Negative posts did continue to ensue after the response and the forum did generate enough coverage that eventually led to a somewhat sensationalist article appearing in a local community paper. I still believe the NZAF acted correctly however as at least for some of the more level headed members of the community they had clarified their position.

I think a forum is much like a political rally. Everyone is shouting and there will always be the odd nutter or two however the most productive thing to do as the politician attending (or organisation posting on the forum) is address real concerns of the public while staying on message. The objective is to try and channel the concerns of the public into positive or at least objective debate.

Click here for a recent political rally example: http://www.youtube.com/watch?v=w4Xi8JnfAHI

In regard to the more mainstream online media in New Zealand such as Stuff.co.nz, NZ Herald online and even the TVNZ election Youtube site, like talkback I find them slightly biased towards the right in their blog postings, user poll results and video comments. Is this a reflection of the demographic that uses online media in New Zealand the most or is that there is just no decent mainstream alternative in New Zealand with a more balanced audience and perspective?

]]> By: Stephen Knightly http://www.prmatters.co.nz/hanging-by-a-thread/comment-page-1/#comment-47 Stephen Knightly Tue, 14 Oct 2008 21:53:40 +0000 http://www.prmatters.co.nz/?p=55#comment-47 I think this is a good approach - particularly with a 'general interest' discussion forum like TradeMe. As you point out, there are leaders in online communities. The ideal is to be able to engage with them (ideally one-to-one, possibly offline) and then have them endorse (or maybe just refer or link to) your viewpoint and key messages. This effectively becomes an 'influencer relations' approach. In practice, this is often easier in targeted online communities, where a company is more likely to have an actual relationship with industry participants who may also be commenting online. Targeted communities also more likely to be moderated - and the moderator is often viewed as a leader due to their expertise not just authority. Eg, in the technology space the moderator of Geekzone.co.nz (the largest tech community in NZ) has often passed on comments from corporates and PR. He is known to be approachable and I he think sees this as providing a service to his readers. I think this is a good approach – particularly with a ‘general interest’ discussion forum like TradeMe.

As you point out, there are leaders in online communities. The ideal is to be able to engage with them (ideally one-to-one, possibly offline) and then have them endorse (or maybe just refer or link to) your viewpoint and key messages. This effectively becomes an ‘influencer relations’ approach.

In practice, this is often easier in targeted online communities, where a company is more likely to have an actual relationship with industry participants who may also be commenting online. Targeted communities also more likely to be moderated – and the moderator is often viewed as a leader due to their expertise not just authority. Eg, in the technology space the moderator of Geekzone.co.nz (the largest tech community in NZ) has often passed on comments from corporates and PR. He is known to be approachable and I he think sees this as providing a service to his readers.

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