Social Media USA and China 2014


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This presentation is regarding Social Media comparisons of the USA and China.

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Social Media USA and China 2014

  1. 1. 您好! 这是一个荣幸来到这里云南开放大学。 21st Century Emerging Technologies Dr. Christopher Jennings Associate Professor of Interactive Media Production Department of Journalism and Technical Communication
  2. 2. Remember Ashley? She’s entering the workforce now!
  3. 3. The underwater network that connects us…
  4. 4. The Present (or Past?) -Web 2.0 Technologies
  5. 5. Meanwhile, in the USA…
  6. 6. Three Levels of Web 2.0 • Level 3 applications: Can ONLY Exist on the Internet and draws essential power from the network and connections. eBay, Craigslist, Wikipedia,, and Skype • Level 2 applications: Flicr and other sites that can operate without an Internet connection, but function better with connected to a network. • Level 1 applications: Can and does exist successful offline, but gains additional features online. iTunes, Google Docs, EverNote, many Mobile Apps • Level 0 applications: Works well offline with data stored in a cache. MapQuest, Yahoo! Local and Google Maps can all work offline. User contributions move these to level 2 or higher… Tim O'Reilly (2005-09-30). What Is Web 2.0. O'Reilly Network. Retrieved on 2006-08-06.
  7. 7. Characteristics of Web 2.0 • “Network as a platform” – delivering and allowing the audience to use applications entirely through a browser or Mobile App. • An architecture of participation that encourages users to add value to the application as they use it. • Some social networking aspects • A rich, interactive, user-friendly interface
  8. 8. USA’s Perspective* on Social Media in China *Some of these perspectives are assumptions and not fact! We must be careful with the information we receive! 14
  9. 9. Social Media Strategies: China compared to USA • Reach your Audience is Determined by: • USA - “Likes,” Connections and browsing • China - China Online Customer Journey • Act & Convert them to Active “Customers” • USA - Sharing, Media Driven and Reward Based • China - Specific action and signing up. • Engage consistently - lasting relationships • USA - Events and Relevant Media • China - Localization and “Buzz” 15
  10. 10. The Difference? • How? How to research, how the customers use social networks (the journey), and how to reach them effectively? • Why? Why will customers use a social network, why would they connect to your network, and why are you relevant? • These are culturally different. • Otherwise, everything, including the outcome, is the same for the USA and China • Reputation 16
  11. 11. Emerging Theories to Consider for Social Networking • True Self Theory states that because people can choose their “appearance” in social/collaborative technologies, we don't have the biases that we have in real life interaction, and we can know the personality behind the avatar much more easily. • Self-Deception Theory says that we are most likely to believe the best of people in a kind of truth bias. • The Lack of Consequences Theory states that there are no real consequences in an online environment since there are no codified commitments. No real commitment to the relationship. Consequences are low or even nonexistent when something goes wrong in the relationship. • The Learning to be Loved Theory states that everyone yearns to be accepted for who they really are, without any cosmetic enhancements or social niceties.