Over the past few months, I've been helping to organise a panel on Social Media and Broadcasting for the International Broadcasting Conference (IBC) in Amsterdam.

BBC Radio 4 Journalist Chris Vallance (iPM) and Yahoo Europe's VP of Search & Social Media, Jeff Revoy will join me on the stage this Friday (12 Sept) from 11.30-13.00 in room L at the conference exhibition. The panel will be moderated by Andy Davy, Controller of Portfolio Management, FM&T at the BBC.

To kick off the session, I'm going to discuss the different models broadcasters have, in the past, used for audience engagement and some of the problems - namely, the lack of scalability and spiralling moderation and technology costs - with building online communities or asking audiences to submit content directly to website teams.

Chris, whose Radio 4 programme iPM is best described as a "blog with a radio programme wrapped around it", finds stories and interacts with audiences on twitter, flickr, blogs and elsewhere online. Jeff, as VP of Social Media at Yahoo Europe, is responsible for many of the social media services broadcasters such as Chris are starting to make use of.

We're hoping to use some of the tools we discuss in the session to monitor and respond to audience feedback, which I've created a simple tool to track.

I hope you'll be able join us, either at the IBC or online.