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About The Authors

Suw Charman-Anderson

Suw Charman-Anderson

Suw Charman-Anderson is a social software consultant and writer who specialises in the use of blogs and wikis behind the firewall. With a background in journalism, publishing and web design, Suw is now one of the UK’s best known bloggers, frequently speaking at conferences and seminars.

Her personal blog is Chocolate and Vodka, and yes, she’s married to Kevin.

Email Suw

Kevin Anderson

Kevin Anderson

Kevin Anderson is a freelance journalist and digital strategist with more than a decade of experience with the BBC and the Guardian. He has been a digital journalist since 1996 with experience in radio, television, print and the web. As a journalist, he uses blogs, social networks, Web 2.0 tools and mobile technology to break news, to engage with audiences and tell the story behind the headlines in multiple media and on multiple platforms.

From 2009-2010, he was the digital research editor at The Guardian where he focused on evaluating and adapting digital innovations to support The Guardian’s world-class journalism. He joined The Guardian in September 2006 as their first blogs editor after 8 years with the BBC working across the web, television and radio. He joined the BBC in 1998 to become their first online journalist outside of the UK, working as the Washington correspondent for BBCNews.com.

And, yes, he’s married to Suw.

E-mail Kevin.

Member of the Media 2.0 Workgroup
Dark Blogs Case Study

Case Study 01 - A European Pharmaceutical Group

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All content © Kevin Anderson and/or Suw Charman

Interview series:
at the FASTforward blog. Amongst them: John Hagel, David Weinberger, JP Rangaswami, Don Tapscott, and many more!

Corante Blog

Thursday, March 23rd, 2006

Stepping outside your job description

Posted by Kevin Anderson

One thing I didn’t have time to blog from the morning session was about a project by YLE, the Finnish public broadcaster.

It was a huge cross platform experience called Rappin with Sebelius, to attract a younger audience to a 40-year-old music festival.

They had SMS ring tones, a rich website with community tools including blogs, and they streamed not only much of the music but also commentary.

Producer Anna-Kaarina Kiviniemi talked about some of the challenges. “It requires stepping out of your job description.”

Her teams needed to forget what they were originally supposed to do to complete the task at hand, she said.

“We had different tools, different working cultures. It was quite a challenge to understand each other,” she added.

This still remains one of the biggest challenges with multimedia production - bridging cultures.

I can only think of one time in the last 10 years when I said: “That isn’t my job” (And I only did that because I had been doing so many things at the time that weren’t my job that it was the straw that broke my back that day.)

I speak whenever invited to journalism students, and they all ask me what they need to learn. They ask about various applications or technologies.

And I say, applications come and go, but you need to be ready for a lifetime of learning. Also, as Jeff Jarvis often says, burn your business cards. Job titles are more restrictive than they are helpful at this stage.

As multimedia storytelling develops, specialities and specialists will appear, but we’re far from that. Right now, we need radically multi-skilled journalists and media creators.

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One Response to “Stepping outside your job description”

  1. martin Says:

    There is a professional name given to the act of working outside your job description.
    Which is it