Social media, audience and public policy


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Department For Work And Pensions, London 11 February 2008

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Social media, audience and public policy

  1. 1. Department for Work and Pensions 8 February 2008 Aleks Krotoski [email_address] Social media, audience and public policy
  2. 2. <ul><li>social media is...a place on the internet for people to </li></ul><ul><li>Gather </li></ul><ul><li>express themselves </li></ul>
  3. 3. <ul><li>social media is...a place on the internet for people to </li></ul><ul><li>Gather </li></ul><ul><li>express themselves </li></ul><ul><li>the places people go are inherently interactive, thus they must be able to express themselves </li></ul><ul><li>the places people express themselves must be accessible by other people </li></ul>
  4. 4. <ul><li>subject to network effects - the critical mass, the tipping point. even if you build a platform which encourages people to express themselves, they may not come. Further, these gathering places are subject to migration effects as people move away to be with other friends, to experience more control over their self-expression, or because something has a better fit </li></ul><ul><li>self-expression in these spaces is an explicit demonstration of one's self. It's all about them, broadcasting to a network of people like themselves (or so they perceive) </li></ul><ul><li>social media is...a place on the internet for people to </li></ul><ul><li>Gather </li></ul><ul><li>express themselves </li></ul>
  5. 5. <ul><li>when the group that gathers becomes too unwieldy or perceived as too different (e.g., parents), people will migrate </li></ul><ul><li>must be unfettered or people will migrate </li></ul><ul><li>social media is...a place on the internet for people to </li></ul><ul><li>Gather </li></ul><ul><li>express themselves </li></ul>
  6. 6. <ul><li>examples of successful social movements implemented via social media: </li></ul><ul><li>flickr, the photo sharing site: user-generated groups flicking off Humvees </li></ul><ul><li>second life: neualtenberg, protests against le pen, live interviews with presidential candidates </li></ul><ul><li>facebook: self-generated groups of belongingness like us presidential elections </li></ul><ul><li>twitter: british politicians lifeblogging prior to local elections; flashmobs </li></ul><ul><li>upcoming: local organisation </li></ul><ul><li>youtube: good: webcameron; bad: alliwantforxmasisapsp </li></ul><ul><li>world of warcraft: guild organisation, hierarchy, governance and policy - see State of Play website and papers for more information </li></ul>
  7. 7. <ul><li>How To (Part 1) : </li></ul><ul><li>start with something small: a personal weblog for one month. twit for a month. build a second life avatar and explore the virtual world for a month. see how much work it is, because if you don't continue to engage with the platform, it will be a waste of your time and a waste of money. </li></ul><ul><li>identify the people who will own whichever platform(s) you choose to pursue </li></ul><ul><li>build a private presence over the space of a month to test the concept and to assure dedication </li></ul>
  8. 8. <ul><li>How to (Part 2): </li></ul><ul><li>integrate your final presence(s) into one another using widgets and links. </li></ul><ul><li>identify your target community online and see how they're interconnected </li></ul><ul><li>announce your social media initiative to the hubs of these communities and develop a conversation based on open feedback and rapid implementation. </li></ul><ul><li>document everything on a weblog. </li></ul><ul><li>after another month, announce it on a large scale. </li></ul>