Key Questions on Social Media

PR Practitioners’ Key Questions On Social Media And Some Academic ContributionsProf. Dr. Thomas Pleil Euprera Spring Symposion 2011Institute for Communication & Media Lisbon, March, 3-5

#The Call•  Digital opportunity:What are European academics contributing to theory and practice?what are the challenges when synthesising an understanding of online into evolving theoretical framings?knowledge transfer: what are the obstacles AND ways to integrating academic ﬁndings into organisational practice?what are the key questions which practitioners wish academics to answer?

#Background Education: Online-PR as Area of Concentration • Problem Based Learning • Learning by Teaching

#Background Research: University of Applied Sciences • „Traditional Research“ • Participatory Action Research •  Researchers and participants work together to solve problems •  Workﬂow: Research, Action, Reﬂection •  Originally in politcal & social contexts ‣  Collaboration instead of distance (Kindon/Pain 2007)

#Background Innovation in a Networked World •  Knowledge as continued process •  Knowledge on demand instead of containers •  Innovation as a result of interaction •  Effectiveness of difference within networks (Morath 2002)

#PRactitioners & Social Web Studies, Cases & Expert Interviews: • Pleil (2007): Online-PR im Web 2.0 • Pleil (2010): Social Media in der B2B-Kommunikation • Zerfass et.al. (2007-2010): European Communications Monitor • Zerfass (2010): Social Media Governance Informal Sources: • Practitioner Workshops • Consulting & Projects • Panel Discussions

#Social Media as Innovation

#Knowledge Transfer (h_da)

#Model of Online-PR Digital PR Internet-PR Cluetrain PRParadigm Internet Galaxy Google WorldCommunication Monologue Monologue (+ indirect Communication networks,Model backchannel) prepared for dialogueTypical Elements Text, Pictures, Web Design Usability Tests, Contact Monitoring, Social Media, Forms, Stats Content ﬁrstStrategy & Action being present; offering basic Enforce Interests Digital Reputation, Web as information Room for Maneuver, Providing Added Value, Storytelling, PersonalizationUser Individual Recipient Recipient with some Communication Partner, possibilities for interaction organized within Networks Pleil 2007

#Model of Online-PR Digital PR Internet-PR Cluetrain PRRequirements  Understanding of Hypermedia  Content Management, Social  Strategic & Social Skills;  Research  Trus@ul PosiBon; Coaching Investments  Minor; Add on Service for PR  Specialist for Online Comms  „Always on“  Department Role  Execute  Canalise  Enabling Role: Establish  Openness, Stakeholer  Empowerment Main Aim  InformaBon  PersuaBon  ComprehenBon & IntegraBon  Investment, Competence, Culture Pleil 2007

#5 Layers of Analysis Society Stakeholder A suitable Organization Model of Actors Online-PR Technics

What does this mean?

Academia helps Practice helps Academia

#Integration •  Participatory Action Research Participation Research Education Consulting

#Positive Effects •  Academia as a Part of Innovation Networks •  Strong Interaction between Research, Modeling, and Consulting •  Good Job Perspectives for Students •  Third Party Funds •  High Density of Applied Research •  A Perpetual Learning System •  Different Role for Academics •  Acceptance of Academia

#Obstacles & Problems ‣  Time ‣  Timing ‣  Teams ‣  Administration ‣  Closeness ‣  Roles ‣  Density

Perspectives

#Gaps„Without internetengagement at amuch deeper level PR,as practised today justcannot survive.“ (Phillips 2011)

#Gaps„Without internet •  What about Development? (Phillips 2011)engagement at amuch deeper level PR, •  Web of Thingsas practised today just •  New Devices •  Social Searchcannot survive.“ •  Augmented Reality (Phillips 2011) •  Platform Drop Outs •  Legal Issues (Privacy, Documentation) •  tbc

#ReferencesKindon, Sara Louise Kindon/Pain, Rachel (2007): ParBcipatory acBon research approaches and methods,Routledge Morath, Frank (2002): InnovaBon in Netzwerken ‐ Wie kommt das Neue in eine vernetzte Welt? Konstanz (Diss.) Phillips, David (2011): How can academia serve the emerging PR paradigm? In: LeverWealth, h_p://leverwealth.blogspot.com/2011/02/how‐can‐academia‐serve‐emerging‐pr.html (24.Feb.11) Pleil, Thomas (Hg.) (2007) Online‐PR im Web 2.0. Fallbeispiele aus Wirtschaa und PoliBk, Konstanz: UVK Pleil, Thomas & Students (2010): Mehr Wert schaﬀen. Social Media in der B2B‐KommunikaBon, Darmstadt Zerfass, Ansgar et.al. (2007‐2010): European CommunicaBons Monitor, h_p://www.communicaBonmonitor.de/ Zerfass, Ansgar (2010): Social Media Governance, h_p://www.slideshare.net/FFPR/studie‐social‐media‐governance‐2010‐studienergebnisse Pictures: #5: h_da, #19: Krajewski #others: tp  21

Thank you!  @tp_da, das‐textdepot.de, thomaspleil.de 

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Key Questions on Social Media

by Thomas Pleil on Mar 11, 2011

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Key Questions on Social Media — Presentation Transcript