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Becoming a Social
Edinburgh 26th February
Jennifer M. Jones
Layout of the day
Morning: Social Media, Principles and Practices
Afternoon: Social Media in Context (Practical)
Conclusion: Group Presentations
What you will learn?
Explore common principles of social media in
the context of your work practice
Develop conﬁdence to explore new tools and
develop a shared community of practice in a
personal and professional context
Manage strategies for content creation/curation,
understanding audiences and monitoring &
Why does your
organisation need a
social media champion?
Social Media Champions
Lead by example. Shaping social media policy, inﬂuence
change & support by excelling in good practice.
Promoting social media throughout the organisation,
everyone has a stake - employees and ‘customers’
Understanding the audiences and measurement in
context. If you aren’t in it - you aren’t going to connect
deeply to your target community.
Developing your personal and professional network
Easier to use, no coding required.
What is the landscape of the web, teaching the
practice - not the technology as it will always be
Screens, how people access the web
Media making, co-producers, audience as coconspirators.
Personalised, networked media. 1-2-1, 1-2-many and
Maturing space, digital native myth - not just young
people, web populations,
the interaction between online and ofﬂine (events,
meet-ups, internet embedded as part of daily
practice, not a separate thing)
Social Media is…
…not just about numbers. it is about feelings,
emotions and engagement.
… about people, perhaps communities,
although some will call these audiences.
… qualitative (social) data on an quantitative
Monitoring statistics (followers/follows,
networks reach, likes, retweets, frequency)
Easier to capture.
Directly from the individual. Inﬂuence, emotion,
opinion, context. Harder to capture.
A greater presence on social media - more
content, more conversation, more people
Increase visits to website, venue, engagement
with events, sales.
More follows, likes, retweets, shares, views,
comments, ratings, trackbacks.
Learning something new, connecting with
likeminded others, passing on information.
Become an authority in your ﬁeld.
Digital storytelling, ‘cutting edge of mundane.’
The person behind the ‘data’ - what are they
saying, how do they say it, asking the right