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Hyperlocal in the UK

Hints for traditional media working with hyperlocal online media, bloggers, tweeters etc

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 I was presenting at the BBC College of Journalism this morning on collaboration between traditional media and local web media at the #BBCScc12 event.  I listed some tips for media organisations looking to work systematically with volunteer-run local web sites, based on the work Talk About Local did with Trinity Mirror.  If your company wants some help to engage with local bloggers or web publishers drop us a line at hello@talkaboutlocal.org

Here is that list:

Local bloggers are often skilled volunteers, deeply rooted in their community who are motivated by different things and face different pressures to paid staff. Normal management and commercial techniques unlikely to be effective.

Be nice, show humility especially if their coverage is better than yours

Time is a volunteers most precious resource respect that above all else
– keep processes light and simple

Recognition, respect, acknowledgement important to any volunteer:
– Byline and attribute properly – link, link, link, link
– Treat their content with respect on your site

Add value to the local blogger where they need it or they are curious
– time – help to follow up stories using your 9-5 capacity and brand
– in kind – say, access to photo archive
– ask them how you can help

Recognise altruistic motivation of the volunteer – offer to make contribution to local civic good cause – eg childrens charity

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William Perrin

Founder of Talk About Local, Trustee of the Indigo Trust, Tinder Foundation, 360Giving, co-founder Connect8, former member of UK Government transparency panels, former Policy Advisor to UK Prime Minister, former Cabinet Office senior civil servant.Open data do-er, Kings Cross London blogger. Loves countryside. Two small children.
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