The people at the Citizen Media conference kicking off the ONA meeting in Toronto are from independent web sites and from start ups but also from big media companies. Jennifer Carroll at Gannett gets it. Rob Curley with WashingtonPost.com gets it. Steve Yelvington with Morris Communications gets it. Experiment, get a conversation going with the community, balance hot news with evergreen content, balance work by pros with work by amateurs, make the tech side highly functional. Test, teach, try something, evaluate, make it better. Hire tinkerers. Use Flickr. Aggregate. Make connections.