Published on March 19, 2009
Social Media 101 Presentation What are Social Media & Social Networking? Social Media is online media (text, audio, video, imagery, interactive) with a ‘strong participatory element’ Social networking refers to the activity of these users, connecting, sharing & discussing social media Attributes of Social Media • Interaction-based • Two-way communication • Flatter, more direct access & communication • Open, interoperable, easily shared information (RSS, software APIs allow other web, desktop, and mobile apps to interact beyond the browser) Concepts & Trends Openness What’s “Web 2.0” Mean? Examples: Creative Commons, Open Source, etc. “Web 2.0 encapsulates the idea of the proliferation of interconnectivity and Interaction interactivity of web-delivered content. Tim O'Reilly regards Web 2.0 as the way that Discussion, relationships, reputation, conversation business embraces the strengths of the web and uses it as a platform.” Really a internet- Interoperable & “Mashable” biz buzzword, coined after the big DotCom Bubble bursting of early 2001. RSS is a universal data format that enables web apps Essentially, it moved the more social and to talk to each other, or be viewed & repurposed in interactive aspects of what could be done other ways. with web browsers into the mainstream with truly useful web applications. Nearly every successful Web 2.0 media leverages RSS in some way. RSS readers: Google Reader, NetNewsWire (Mac), Newsﬁre (Win), myriad others Because of their open nature, the trend is for networks, apps and services to have “hooks” or open standards (such as RSS) that allow them to work together. “Mashable” refers to the ability to combine web services (such as Google Maps) with other data to produce new (and often unintended) applications, like the indispensable EspressoMap. R. Allan White | Thursday, March 19, 2009
Social Media 101 Presentation Rich Metadata: the Semantic Web Metadata simply means “data about data”. All content - online and off - is being described (text and sometimes voice), discussed, tagged (folksonomy), geotagged (GPS) & organized by the masses. Examples: Google Earth, Flickr, iPhoto ’09’s face recognition. Google Juice! Google ﬁnds conversations and overlapping relationships between sites and trends “interesting”, therefore more highly ranked. Critical in SEO (Search Engine Optimization) calculations, particularly when ad revenues are a factor. Identity 2.0 Web 1.0: nobody knows you’re a dog on the internet. Web 2.0: Everyone knows your name! People want to know who they’re talking to – and people are happy to share. Identity is a white-hot topic for developers & users right now: Facebook Connect, Cliqset, OpenID, Gravatar, Sxip; Amazon “Real Name” reviewers and commenting systems like Disqus, Intense Debate et. al. are also an expression of this need. Personal “The day of the expert is over” — direct access to people, no intermediaries. Mobile Phones aren’t just for calling anymore, but represent a distinct “platform”. In one sense, mobile social networking (web, voice, text) is the most social of all. Explosive growth in this segment, particularly in developing countries (the US actually lags in mobile broadband and tech). R. Allan White | Thursday, March 19, 2009
Social Media 101 Presentation User activities The “Social Technographics Spectrum” (Forester Research 2008) describes behaviors of different types of social networkers: Inactives Joiners Critics • Not participating in social • Maintain their proﬁles on • Social Technographics media currently one or more social spectrum networking sites • Question: why is that? Are • Post ratings/reviews of they not online, or is social • Visit and view social products or services media intimidating? networking sites • Comment on blogs, forums, • Examine the trend: inactives • Are willing to sign up for & online communities such are dropping. Social media news aggregators or use as wikis is much “friendlier”. Q: how RSS Creators many grandparents are using social media? Collectors • Social Technographics Spectators • Social Technographics spectrum spectrum • Publish a blog or web pages • Read blogs • Use RSS feeds to read web • Upload videos they created • Listen & watch podcasts content • Upload audio/music or • Read online forums related • “Votes” for web sites podcast they created to their interests • Adds tags or other • Write articles or stories & • Read customer ratings & metadata to sites, web post them reviews (e.g. Amazon.com pages, or other media • Manage discussions about book reviews) their content Social-networking sites/products LPA’s mass evangelism is focused on cities, the largest population centers. Reﬂecting that principle, we may wish to target the most popular social networks; which ones are those? Answer: it depends on where you are. Here’s a great article listing sites by popularity, with nice ‘heatmaps’ of popularity by country. The following listed are examples - there’s dozens of smaller ones in each category, and a great deal of feature and attribute overlap. Social Media Portals Facebook Once it opened beyond college, it never looked back. Already the most popular in Canada, it’s set to take the lead in the US in 2009. Facebook is a technology leader with its Applications (web apps that live in Facebook) and initiatives like Facebook Connect, which allow other sites to use one’s Facebook proﬁle. More than 175 million active users • More than half of Facebook users are outside of college • The fastest growing demographic is those 30 years old and older • More than 70% of Facebook users are outside the United States • R. Allan White | Thursday, March 19, 2009
Social Media 101 Presentation LinkedIn Example of a niche social network. Business-oriented, based on trust networks MySpace Very popular worldwide and with younger audiences. Allan’s least-favorite place on the internet. However, very intense activity. Story: John Sowers’ Fatherless Generation has nearly 30,000 ‘friends’ on Myspace, with many powerful stories being shared. Status Updating Services Twitter The king of Status. What are you doing, in 140 characters? Mobile-ﬂavored, ﬂat-ﬁeld, real-time. Link: The Beauty of Twitter. Media Sharing Services Flickr Flickr’s use of Creative Commons licensing (better usage terms) has drawn users looking for imagery. Good social features, too. YouTube The King of Video, YouTube recently surpassed Yahoo! for searches, behind only Google (which bought them last year) Blogs & Publishing Services Blogs are social media platforms run by individuals or corporations. From the words “web+log=blog”. Examples: Blogger.com, Wordpress, TypePad, Expression Engine (Allan’s fave). Blogs are becoming social media aggregators (bringing in media, updates, RSS, etc. into one space). Link Sharing & Tagging Armies of users tag (a “folksonomy”, sort of the opposite of top-down classiﬁcation systems) and classify sites and other online media. Examples: Del.icio.us, Digg, Reddit. Values that succeed in the social media space: • Sincerity & authenticity • Individual focus; real names are attached to content. This relates to Identity 2.0 (broad usage) • Community - connecting with overlapping & related community groups. Location-based and location- aware applications enable real-world connections in the area. Examples: Beer & Blog, Invisible Children • Mission: Causes that are global, local, or individual/personal Want to learn more? Check out Allan’s links tagged with “Social Media”. R. Allan White | Thursday, March 19, 2009
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