2. Today’s Topics
1. What are “social media”?
2. How to manage individual and professional
identities online
3. Social media’s role in event management
#PAMPICocoTel
3. Why the “Coconut Telegraph”
The jungle drums are beating, With tales of last
night.
Cause stories bear repeating, for everyone’s delight.
Put it on the coconut telegraph, all the celebration
and the stress.
Put it on the coconut telegraph, in 25 words or less.
~~ Jimmy Buffett Coconut Telegraph
#PAMPICocoTel
4. A Moment for Introductions - Me
• Caleb T. Carr (@CalebTCarrPhD)
o B.A., International Business Administration
o M.A., Interpersonal Communication
o Ph.D., Media & Information Studies
• Work Experience
o Radio sales & marketing; Vocational rehab.; Event manager
• Research Interests
o Interpersonal and Organizational Intersections in New Media
#PAMPICocoTel
5. A Moment for Introductions - You
• Heather Boyette
o Knows about the mad chicken
o Also a mocha Wednesday-er
• Cameron Wicks
o From Lansdale, PA
o Pats fan. … Seriously?
#PAMPICocoTel
6. What are social media?
• Online tools embedded in/with other media
• User-generated content
o Value often generated by <10% of users (Shirkey, 2008)
• Emphasize user interaction and collaboration
• Allow development and articulation of profile and
networks
#PAMPICocoTel
7. What Makes Social Media Unique?
• Intersection of interpersonal, peer, and media
influence (Walther, Carr, et al., 2010)
o One/Many-to-Many with interpersonal feedback
• Context Collapse (Marwick & boyd, 2011)
o Messages cross sender’s social groups
#PAMPICocoTel
8. Effects of Social Media on Self
• When portraying yourself as…
o Yourself – Identity Shift
• Self-view shifts more when identity displayed in public than
in private (Walther, et al., 2011)
oExtroversion/Introversion in Word/Blog post
o Someone Else – Proteus Effect
• Virtual body changes how we interact with others (Yee &
Bailenson, & Ducheneaut, 2009)
oOnline gamers’ avatars and out-of-game interactions
#PAMPICocoTel
9. Effects of Social Media in Hiring
• Self-portrayal affects your starting salary (Bohnert &
Ross, 2010)
o Entry-level management job application
• SNS profile emphasizes Drinking; Family; or Professional
o Professional ≈ Family > Drinking
• More likely to be interviewed, hired, +$3000 starting salary
• Positivity effect in social media info (Carr, 2012)
o Employers see negative, no, or positive work disclosures
o How does this effect how well they know you? Perceptions?
#PAMPICocoTel
10.
11.
12. Effects of Social Media on Brand
Carr & Hayes, 2013
• National sample of N = 527
• Exposed to blog post about D-SLR camera
o Social (comment feature) vs. Asocial (no interactivity)
• Measures of:
o Attributional – Expertise
o Perceptual – Attitude Toward Product
o Behavioral – Purchase Intention
#PAMPICocoTel
13.
14. Effects of Social Media on Brand
Carr & Hayes, 2013
• Socialness has little effect on perceptions of brand
• Socialness does matter for sender
#PAMPICocoTel
15. The Power of Positive
• Media emphasizes negative
• Social media can facilitate positive…
o impressions.
o experiences.
o interactions.
#PAMPICocoTel
16. Controlling Your Online Identity
• Run like a scared wombat to Amish Country
• Strategically maintain & promote a positive image
o Think about both your messages and your medium
o Stinkybug@aol.com
• Follow Phineas & Ferb’s advice
• Screen the Web—keep plugged in
• If you must go rogue, go anonymous
o Change name, email account, insert characters
#PAMPICocoTel
18. Considerations for Social Media
• You don’t own the medium – the users do
o Learn from Taco Bell
• Embrace the socialness
o Interconnectedness (both via people and HTML)
• Monitoring, reaction, and moderation
o Learn from Applebee’s
• Don’t feed the trolls
#PAMPICocoTel
19. So how do we integrate social
media into planning?
• Plan ahead & Plan strategically
o Integrate social media strategy when establishing event
• Be clear and consistent
o Identify which media to use (and how, and, why)
• Event-driven? User-driven? Mediated? Audio/Visual/Textual?
• Information? Networking? Backchannel?
• Uniform look/feel across platforms
o Think and pilot ideas
• “Philadelphia-area Owners and Operators Philanthropy” – What’s the #hashtag?
#PAMPICocoTel
20. How could we integrate social
media into planning?
• Identify networks and key network members
• Tap into established networks to assess audience interest
• Advertise via individuals’ networks
• Establish networks before an event
• Enable conversation/depth during an event
• Connect different resources/subgroups during events
• Facilitate continued dialogues after the event
• Follow-up after to assess event effectiveness
#PAMPICocoTel
21. So How Do We Harness Social Media?
#PAMPICocoTel
22. The Digital Coconut
Telegraph
Caleb T. Carr, Ph.D.
ctcarr@ilstu.edu
#PAMPICocoTel
