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Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
Re-interpreting the Social Media Dream
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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 …

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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  • 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. The Social Media Hero Story Dave Carroll vs. United
  • 3. The Social Media Hero Story Vincent Ferrari vs. AOL
  • 4. Dell Hell Story Jeff Jarvis vs. DELL
  • 5. 184Million Blogs
  • 6. 72hours of Videos every Minute
  • 7. 400Million TweetsSent each Day
  • 8. Voice Paradoxthe more people become empowered and claim their voices through social mediaparticipation, the more drowned out individual voices become
  • 9. Voice Paradoxthe more people become empowered and claim their voices through social mediaparticipation, the more drowned out individual voices become
  • 10. .3%Reach More than 10,000 Views in one month 65%: 50 views
  • 11. You have better odds playing the lottery than of becoming a viral video sensation
  • 12. Visibility Work
  • 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. 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. “ The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ” - New York Times
  • 16. “ The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ” - New York Times
  • 17. Optimizing blogs1. Narrow your topic2. Identify keywords3. Integrate keywords into: •titles/headlines •meta tags •blog tags
  • 18. Engagement Work Two-way communication
  • 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. 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. A NewDIGI TalDIV IDE
  • 22. A NewDIGI Growing gap between social TalDIV IDE media power users and social media dabblers
  • 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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