Re-interpreting the Social Media Dream

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Illusions of Empowerment: Re-interpreting the Social Media Dream. Paper presented to the Human Communication and Technology Division/Critical & Cultural Studies Division at the 2010 Annual Convention of the National Communication Association.

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Re-interpreting the Social Media Dream

  1. 1. Illusions of EmpowermentRe-interpreting the Social Media Dream Can an yone hear m e?Corinne Weisgerber, Ph.D.Associate Professor of CommunicationSt. Edward’s University, Austin, Texascorinnew@stedwards.eduTwitter: @corinnew
  2. 2. The Social Media Hero Story Dave Carroll vs. United
  3. 3. The Social Media Hero Story Vincent Ferrari vs. AOL
  4. 4. Dell Hell Story Jeff Jarvis vs. DELL
  5. 5. 184Million Blogs
  6. 6. 72hours of Videos every Minute
  7. 7. 400Million TweetsSent each Day
  8. 8. Voice Paradoxthe more people become empowered and claim their voices through social mediaparticipation, the more drowned out individual voices become
  9. 9. Voice Paradoxthe more people become empowered and claim their voices through social mediaparticipation, the more drowned out individual voices become
  10. 10. .3%Reach More than 10,000 Views in one month 65%: 50 views
  11. 11. You have better odds playing the lottery than of becoming a viral video sensation
  12. 12. Visibility Work
  13. 13. Google Search:Uses algorithm to determine resultsGoogle PageRank: interprets a linkfrom page A to page B as a vote, by pageA, for page B. Looks at more than thesheer volume of votes, or links a pagereceives; it also analyzes the page thatcasts the vote. Votes cast by pages thatare themselves "important" weigh moreheavily and help to make other pages"important".
  14. 14. Black Hat SEO Organic SEO• deceptive • legitimate• link schemes • optimize keywords • JC Penney example • optimize titles & tags • optimize meta tags • attract links with good web content
  15. 15. “ The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ” - New York Times
  16. 16. “ The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ” - New York Times
  17. 17. Optimizing blogs1. Narrow your topic2. Identify keywords3. Integrate keywords into: •titles/headlines •meta tags •blog tags
  18. 18. Engagement Work Two-way communication
  19. 19. 1. Narrow your topic2. Identify keywords visibility work3. Integrate keywords into: • titles/headlines • meta tags • blog tags4. Attract links by: engagement • publishing frequently work • publishing valuable info • actively engaging others
  20. 20. HURDLESto social media empowerment• growing competition in an attention-economy• slim odds of standing out amidst millions of competing voices• specialized technical knowledge required to achieve visibility• time demands of visibility and engagement work
  21. 21. A NewDIGI TalDIV IDE
  22. 22. A NewDIGI Growing gap between social TalDIV IDE media power users and social media dabblers
  23. 23. Credits: Corinne Weisgerber, Ph.D. Associate Prof. of Communication St. Edward’s University @corinnew Copy of this paper:http://socialmediaprclass.pbworks.com/w/file/ 64603833/Empowerment.pdf

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