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Building the Community People Want
Bassey Etim
Community Desk Editor, New York Times
@basseye
#cmxsummit
How The Times Moderates
The Team: 14 moderators. 4 Developers.
Our Style: Comments are manually reviewed by a team of journalists before they are published. We moderate 11,000 comments per day.
Scale: We allow comments on less than 1/10th of our assets.
@BasseyE
Why all the trouble?
Good Habits: A large percentage of our subscribers use comments each month. Good business: Users who post comments are orders of magnitude more likely to purchase subscriptions.
Great reason to join: Comments are one of precious few reasons new arrivals have to register without subscribing.
@BasseyE
The Comments We WantArticulate, well-informed remarks that are
relevant to the article. We welcome criticism and advice and do not
tolerate personal attacks or incoherence.
@BasseyE
What We Feature - NYT Picks
● High Quality
● Broad Representation
● Back and Forth Conversation
● Personal Stories
● The Unexpected (humor, for example!)
@BasseyE
The Next Generation
Loves the quality: Every age demographic surveyed says that times comments are best characterized as higher quality/less angry. When they don’t read: Young people say it’s largely because they “only care what the reporter has to say.”
Want a simple experience: Do not find online annotation a particularly appealing prospect.
@BasseyE
Young readers are The only demographic group to say they read comments to help me compare my opinions with others rather than to add
value to the story.
@BasseyE
Young readers post comments to express themselves rather
than contribute to a topic.
@BasseyE
How do we build communities to scale if readers are moving toward self interest and away
from serving their peers?
@BasseyE
Our OpportunityOnline comments are a limited product.
We can use our community desk to re-imagine the comments section and create unique experiences that every reader will love.
@BasseyE