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Understanding Social Media: The Role of Digital Networking Tools
 

Understanding Social Media: The Role of Digital Networking Tools

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I co-presented this information to colleagues during a professional development: Web 2.0 session.

I co-presented this information to colleagues during a professional development: Web 2.0 session.

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  • If you’re a newcomer or even a skeptic, this workshop will introduce you to the social media universe and show you how to get in on the action—and get results— quickly, easily and authentically.
  • Customers = partners, clients, ourselves
  • Forrester’s latest forecast of interactive marketing spend is forecasted to reach nearly $55 billion by 2014. This includes social media, mobile media, email marketing, search marketing and display marketing. Over the next five years, social media is projected to grow at a 34% compound annual growth rate.  Marketers seek lower cost and more accountable channels which are also widely used by their customers.  This year, we are finding that marketers are migrating dollars away from  traditional marketing channels and into interactive ones.If interactive marketing is increasing, what is decreasing?  Direct mail is down 40% and newspaper advertising is down 35%.  If you think times are tough for health providers, look at the downturn for newspapers.  Many suggests that newspapers are moving toward a slow death as new channels for news is moving ad dollars into areas such as interactive channels.
  • If you had a retail outlet you wouldn't set up shop where there's no foot traffic, would you? Well, your customers and clients are already at social media Web sites. They're on MySpace, they're LinkedIn, and they have Facebook pages. They share photos at Flickr and upload family movies to YouTube. You need to go where they are.
  • OK, we’ve introduced a few social media tools: FB, twitter and we’ve explained why they might be used for business.So, who already uses social media?Let’s briefly look at a few statistics
  • We’ll focus on adults for the purpose of this presentation.These findings are from 2 surveys conducted by the Pew Internet Project in May & December 200835% of American adult internet users have a profile on at least one social networking site as compared to 8% just 3 years prior. So, their usage is growing rather quickly.Overall, personal use of social networks seems to be more prevalent than professional use of networks—they connect w/people they already know.When users do use social networks for professional and personal reasons, they will often maintain multiple profiles, generally on different sites.
  • Now let’s look at Twitter for a minute.Here, you can see the primary users are between the ages of 25 and 54
  • http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html I’ll briefly take a step back and say that these tools Wendy and Alex introduced are a part of what is known as the Web 2.0 concept.I’ll throw some words and phrases up here that are associated w/1.0 *CLICK*—the gist of the original Web was that the industry or web designer created and controlled the information in a way that made sense to them.Now look at the words associated w/2.0 *CLICK*People no longer want to go to multiple places to connect with peers and locate information—they want it coming at them.It is now all about user experienceThe user is the contributor--w/out you and I—the 2.0 concept cannot exist.In addition to sites specifically dedicated to social networking like twitter and facebook, you’ll see these concepts carried through on many sites. Examples:-Amazon.com=reviews, ratings, lists-GF Herald=commentsAny time you have the option to receive an RSS feed, add a comment—you are using 2.0 technologyYou are personalizing the Web to meet your needs—to make it meaningful to you.I heard this in a webinar yesterday: *CLICK*-using these tools requires no coding or special web design knowledge and skills. -If you can send an e-mail, if you can type on a keyboard, use a word document—you can participate in Web 2.0 and social networking.Questions or brief comments on the 2.0 concept?
  • We’re making the assumption today that everyone here possesses basic proficiency with web navigation and E-mail. If you’re in the same boat as this guy, or if, like US. Senator Ted Stevens, conceptualize the internet as a series of physical tubes, you should talk to one of us after the presentation.
  • Having this 2.0 concept established and knowing that more and more adults are joining social networks, using Web 2.0 tools, and they want companies to participate---businesses and organizations have taken interest in tapping into this, and they are using it to interact w/their customers. Charlene Li presented this information at the Social Media Marketing Summit 2008.Due to time constraints, I won’t go into detail here, but you can see the variety. I provided the URL if you are interested in looking what they are doing and why it may be considered successful.
  • This is what the VFW’s Social Media page looks like. They’ve got a brief description of what they are using and whyThe first paragraph“Due to popular demand, the VFW has initiated several new means of communicating news and information, and sharing videos and pictures directly with you. Now, you have the option of receiving all the latest updates from VFW National Headquarters via Twitter, Facebook, YouTube, MySpace, MyVetwork and the VFW Blog.”Then, they go on to offer links to guides and tutorials on what these tools are and how to use them.
  • Here is the newsletter from the WI Office of Rural HealthThey’ve got links to their twitter and Facebook profiles visible right from the home page
  • Clicking on their Facebook button, takes to directly to their profile page. They have contact information on the left hand sideAcross the top, they have a section for their EventsOne of their announcements here is that they’ve started posting videos on YouTube—there is a link to youtube, or you can click right on the play button to view it instantly
  • Click on the twitter link—boom, you are right there. You can see on the right-hand side bar that they have 246 followersYou may also notice that they follow RAC, NRHA, and the CRH among others
  • Here is a list of some entities with a health or rural health focus that have profiles on twitter.You’ll notice a few offices of rural health, NRHA, the Center for Rural Affairs and so on.I’ll turn it over to Brian, who will speak on what the CRH is doing.
  • An important thing to remember is that no medium is neutral. Content takes on different connotations and characteristics, and is interpreted differently (sometimes radically so), when it is transmitted or shared across different media. “A degree from UND is valuable” will actually be a different message when broadcast on television, published in a magazine, uttered in a conversation or a speech, and Tweeted.
  • There are many varieties of social media and they can all be used in very different ways, depending on contextual and authorial factors. Typically, however, blogs and wikis tend to emphasize content over socialization (meaning that people use these services predominantly to acquire and create/distribute content rather than to interact with and expand their social networks), while social networking services tend to emphasize interaction over content. Some services, such as You Tube and Flickr, strike a balance between the two.
  • Some blogs provide unique content, some only provide links to other sites and aggregate content. Some are issue-specific or relate to a specific purpose, others do not. Some are very personal while others have multiple authors.
  • Note that theTechnorati directory is not at all comprehensive. I left this out of the presentation in the interests of time, but people use RSS Feed Readers to keep up with their favorite blogs – ask any of us for more information about this if you’re interested.
  • There are currently more than 200 million *active* users on Facebook. More than 100 million users log on to Facebook at least once each day. (www.facebook.com/press/info.php?statistics). If Facebook were a country, it would be the eighth most populated in the world, ahead of Japan and Russia.
  • The typical layout: the main column provides the data-entry area along with a dynamic stream of every tweet made by the users this person is following. This is updated in real time. The sidebar provides a brief profile along with usage statistics. There are many third-party applications which make Twitter feeds even easier to manage and prevent users from having to access Twitter.com directly.

Understanding Social Media: The Role of Digital Networking Tools Understanding Social Media: The Role of Digital Networking Tools Presentation Transcript