Bootcamp

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.[1] 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 \"building\" 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
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% 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 – antonioviva@me.com or antonio.viva@worcesteracademy.org
Twitter – twitter.com/antonioviva
Skype – antonioviva
iChat – antonioviva@mac.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

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