The 4 M's of news as a conversation
1
Ethics
Objectivity
Credibility
Anyone can publish
What if they don't participate?
Can you do that?
Is that legal?
2
Mobilize
3
4
Manage
Maintain
Mind over matter
Lecture
Conversation
Provide transparency on the reporting process 
Enable an immediate feedback loop
Spread awareness of news coverage through word of mouth marketing

Doesn't cost $$. But it's not free.
Evangelizing the brand, both print and online 
Soliciting content and community participation 
Moderating comments, blogs, user submissions  
Organizing and hosting events 
Running contests to drive participation and traffic 
Informing community establishments about advertising opportunities (but not selling)

“They make it possible to build extended networks, search for story ideas, build contacts and dig up information. But even more important, they help to shake up the relationship between the individual journalist and the people formerly known as the audience.”
- Roland Legrand
Help
Value
Collaborate
Trust
Share
1. Finding sources through generic, large scale social networks like Facebook, MySpace or LinkedIn.

2. Finding sources through niche social networks, like CaféMom.com or Gather.com.

3. Building a niche social network for your sources with a free tool like Ning or Google Groups.
Add a layer of journalism on top
What's ethical?
What's legal?
What's appropriate?
What's effective?
1. Participate in the conversation by placing a comment on a traditional news story and a blog that is not affiliated with a news organization. Compare and contrast the experience.

2. Join or follow the social media channel (Facebook, MySpace, Twitter, etc.) for a news organization other than your own.

3. Find a niche social network (eg. wiredjournalists.com) to join at http://socialmediaanswers.com/niche-social-networking-sites or create one at ning.com. 
“We do little to ‘cultivate’ our commenters
 and so the inmates have taken over the asylum”
Benefits
Growing your group
Get out of your comfort zone
Questions?
mark@serramedia.com