Published on February 19, 2009
Understanding the Power and Potential of Social Media Antonio Viva, Associate Head of School
In 2008, if you’re not on a social networking site, you’re not on the Internet. Source: IAB Platform Status Report
Traditional Media • Television • Movies • Radio • Newspapers • Books • Magazines
New Media • Digital Television, Music and Video • Computer Games/Simulations • Digital Photography • Internet/Email • e-Books • Cellphones • Compact Disc
Social Media • Blogs • Wikis • Microblogs • Social Networking • RSS • Social Bookmarking • Sharing of photos, video, music • Livecasting • Online gaming and virtual worlds • Forums and Opinion Sites
Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and quot;buildingquot; of shared meaning among communities, as people share their stories and experiences. www.wikipedia.org
Our = Schools
“Social Media means new opportunities to create and communicate with people who care.”
Online Conversations Online Relationships
So what is the difference and why should I care?
So how does this effect me and my school?
The numbers alone are staggering...
394 million people watch video clips online
346 million read blogs/ weblogs and 321 million read personal blogs/weblogs
307 million visit a friends social network page
272 million manage a proﬁle on a social network
303 million SHARE a video clip
248 million people upload photos
216 million download a video podcast and 215 million download an audio podcast
184 million started a blog or weblog and 160 million subscribed to an RSS Feed
This is not going away and represents a paradigm shift in the way we communicate and interact with one another.
Online Conversations Online Relationships
Between and Among Conversations • Parents • Students • Employees • Alumni • Strategic Partners • Professional Learning Network
What makes these CONVERSATIONS so unique? • EVERYONE can participate • Usually un-organized • Spontaneous Say what? • Vibrant, Vivid and Vivacious • Occur at any time and from any place • Authentic while at the same time not always on “message”
Blog Reading has risen 66% on a global scale in a year and 60.3 million American have read a blog.
74% of social networking users message friends as part of their daily routine.
Between and Among Relationships • Parents • Students • Employees • Alumni • Strategic Partners • Professional Learning Network
What makes these RELATIONSHIPS different? • Organic • Global • Virtual • Ambient • Require “listening” in order to actively participate • Blur traditional boundaries
43% of online consumers and users belong to a social network
Social Networking has an estimated 272 million users (Myspace, Facebook, LinkedIn etc)
Social networking is evolving fast. Increasingly features such as blogging, photo sharing and video sharing are the norm. They are aiming to be the one stop shop for all your internet needs. Consequently we are spending more time with them and doing more on them. Wave3/Universal McCann
Slide Source: Wave3/Universal McCann
Social Networks have evolved into platforms to organize users internet experience. Users are posting a massive variety of content. Wave3/Universal McCann
Social networking: usage trends Slide Source: Wave3/Universal McCann Content posted on social network “What do you do with your social networking proﬁle?” Active Internet Universe m tly ns ic to en ds io nd us s os at d rr en to ba lic n e cu de og o fri Ph pp a te te/ Vi bl ge e la lis uri d d ot a g sa oa oa r l om tin e he ta vo es rit pl pl s Da Fa Ot Pr W In M U U % Added to Social Network Page (Social Network Users) Social Networks have evolved into platforms to organise users internet experience. Users are posting a massive variety of content. Power to the people - Social Media Tracker Wave 3
Final Thoughts • How many of these “online consumers” are possible or prospective families for your school? • How many of the 272 million users on social networks are your current students, parents, faculty or alumni? • Does your school website have a blog? Is your Head blogging? Are students creating original content? • Start with what is already working and go from there!
Next Steps • Consider social media as a vehicle for creating a rich and authentic dialogue between all members of your school community. • Embrace the potential of social media as part of your communication strategy. • View your school website not as a siloed “all in one” online destination, but as a repository for rich and authentic user generated content. • Create an environment where teachers can see the power that social media has to assist them in working with students on creating user generated content. • Decentralize your approach to content management and empower the various departments in your school to ﬁnd vehicles for communicating your message and how you deliver on your mission.
Image Credits The following social media sites were referenced in this presentation. In addition, stock photos were provided by
Stay Connected!! Antonio Viva Associate Head of School Email – email@example.com or firstname.lastname@example.org Twitter – twitter.com/antonioviva Skype – antonioviva iChat – email@example.com LinkedIn – www.linkedin.com/in/antonioviva del.ici.ous – delicious.com/antonioviva Facebook – proﬁle.to/antonioviva/ Blog – antonioviva.com EDSocialMedia Contributor – www.edsocialmedia.com Student Work – wamash.com
Sources UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008! http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW %203_20080418124523.pdf! IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING - AN OVERVIEW, APRIL 2008 ! http://www.iab.net/media/ﬁle/2008_ugc_platform.pdf UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008! http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW %203_20080418124523.pdf! COMMON CRAFT “SOCIAL MEDIA IN PLAIN ENGLISH” http://www.commoncraft.com/socialmedia What The F**K is Social Media? http://www.slideshare.net/mzkagan/what-the-fk-social-media
Special thanks to
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