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PR 475 - Web 2.0, Social Networking & Blogging in PR

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This lecture contains an overview of PR usage in Web 2.0, social networking and blogging platforms.The slides contain data from a recent Pew study.

This lecture contains an overview of PR usage in Web 2.0, social networking and blogging platforms.The slides contain data from a recent Pew study.

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  • 1. Interactive PR PR 475 Brett Atwood
  • 2. Three New Web Usage Studies
    • Web 2.0
    • Social Networking
    • Blogging
    • LinkedIn Exercise
  • 3. Web 2.0 Statistics
    • Pew Internet has a new study that contrasts early Web site usage with “Web 2.0” usage
  • 4.  
  • 5. Photobucket vs. Kodakgallery
  • 6. Wikipedia vs. Encarta
  • 7. Wikipedia Traffic by Age
  • 8. Encarta Traffic by Age
  • 9. MySpace vs. Geocities
  • 10. Social Networking & Teens
    • Pew Internet just released a study on social networking usage among teens
  • 11. Key Findings
    • 55% of online teens use social networks
    • 55% have online profiles
    • Older girls predominate
      • 70% of older girls have used social networks
        • Compared to 54% of older boys
  • 12. Key Findings
    • 66% of teens who have a profile limit access to “friends”
    • 48% of teens visit social networks “daily or more often”
  • 13. Reasons for Usage
    • Managing Current Friendships
      • 91% use the sites to “stay in touch” with friends they see frequently in person
      • 82% use the sites to “stay in touch” with friends that they do not regularly see
  • 14.  
  • 15.  
  • 16. Most Popular Sites
    • 85% use MySpace
    • 7% use Facebook
    • 1% use Xanga
    • Others:
      • Yahoo
      • Piczo
      • Gaiaonline
      • Tagged.com
  • 17. Usage Patterns
    • 84% post messages to a friend’s profile
    • 82% use internal messaging/email system of the social network site
    • 61% use the “bulletin” feature to send message out to all “friends”
  • 18.  
  • 19. New Blogging Report
    • A major survey on “blogging” was released July 2006
  • 20.  
  • 21.  
  • 22.  
  • 23.  
  • 24. Largest U.S. based “blog” sites
    • MySpace.com
      • Owned by NewsCorp
    • Blogger.com
      • Owned by Google
    • Other big sites:
      • LiveJournal.com
      • Xanga.com
      • Typepad.com
      • Tripod.com
  • 25. Who is Blogging?
    • Bloggers are young
      • More than half (54%) of bloggers are under the age of 30.
    • 55% of bloggers blog under a pseudonym, and 46% blog under their own name.
    • SOURCE: PEW INSTITUTE 2006 SURVEY
  • 26. Who is Blogging?
    • 54% of bloggers are first-time writers
      • They have not published anywhere else
    • 44% have previously published
    • SOURCE: PEW INSTITUTE 2006 SURVEY
  • 27. Is it Journalism?
    • Most bloggers do not think of what they do as journalism.
    • 34% of bloggers consider their blog a form of journalism, and 65% of bloggers do not.
    SOURCE: PEW INSTITUTE 2006 SURVEY
  • 28.  
  • 29. Is It Journalism?
    • Most have not “trained” to be journalists
      • 57% of bloggers include links to original sources either “sometimes” or “often.”
      • 56% of bloggers spend extra time trying to verify facts they want to include in a post either “sometimes” or “often.”
    SOURCE: PEW INSTITUTE 2006 SURVEY
  • 30. Blogging Topics
    • Blogs are viewed as “personal journals” by many
      • 37% of bloggers cite “my life and experiences” as the primary topic of their blog
    SOURCE: PEW INSTITUTE 2006 SURVEY
  • 31. Blogging Topics
    • There is a misconception about blogs in mainstream media
      • Only 11% of bloggers say they focus mainly on government or politics.
    SOURCE: PEW INSTITUTE 2006 SURVEY
  • 32. Other Hot Topics
    • 7% Entertainment
    • 6% Sports
    • 5% General news and current events
    • 5% Business
    • 4% Technology
    • 2% Religion, spirituality or faith
    SOURCE: PEW INSTITUTE 2006 SURVEY
  • 33. Why Blog?
    • 84% of bloggers describe their blog as a “hobby”
      • 59% of bloggers spend just one or two hours per week tending their blog.
      • One in ten bloggers spend ten or more hours per week on their blog.
    SOURCE: PEW INSTITUTE 2006 SURVEY
  • 34.  
  • 35. Why Blog?
    • The majority of bloggers cite an interest in sharing stories and expressing creativity.
    • Just half say they are trying to influence the way other people think.
    SOURCE: PEW INSTITUTE 2006 SURVEY
  • 36. The Political Factor
    • Bloggers are more political than non-bloggers
    • 72% of bloggers look online for news or information about politics
      • Only 58% of all Internet users seek news and info on politics in the U.S.
    SOURCE: PEW INSTITUTE 2006 SURVEY
  • 37.  
  • 38. In-Class Demonstration
  • 39. Homework
    • Create a LinkedIn professional profile
    • Read chapter 1 of “Blog Rules”

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