Key Questions on Social Media

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Presentation hold on Euprera Spring Conference in Lisbon, March 2011.

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Key Questions on Social Media

  1. 1. 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
  2. 2. #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?
  3. 3. #Background Education: Online-PR as Area of Concentration • Problem Based Learning • Learning by Teaching
  4. 4. #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)
  5. 5. #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)
  6. 6. #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
  7. 7. #Social Media as Innovation
  8. 8. #Knowledge Transfer (h_da)
  9. 9. #Knowledge Transfer (h_da)
  10. 10. #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
  11. 11. #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
  12. 12. #5 Layers of Analysis Society Stakeholder A suitable Organization Model of Actors Online-PR Technics
  13. 13. What does this mean?
  14. 14. Academia helps Practice helps Academia
  15. 15. #Integration •  Participatory Action Research Participation Research Education Consulting
  16. 16. #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
  17. 17. #Obstacles & Problems ‣  Time ‣  Timing ‣  Teams ‣  Administration ‣  Closeness ‣  Roles ‣  Density
  18. 18. Perspectives
  19. 19. #Gaps„Without internetengagement at amuch deeper level PR,as practised today justcannot survive.“ (Phillips 2011)
  20. 20. #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
  21. 21. #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
  22. 22. Thank
you!
 @tp_da,
das‐textdepot.de,
thomaspleil.de


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