Social NetworksTrainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
Social networks• Precedents:        Chat (IRC, forums, communities …)• Innovations:    Interconect Users     Real user pro...
Social Networks The main social networks     Trainers (C) PEDRO SOLER ROJAS &          AMPARO PEIRO GOMEZ
Social Networks                     The main social networks: TwitterTwitter   This is a social network and microblogging ...
Social Networks                     The main social networks: YouTubeYouTube Multimedia content always has a special appea...
Social Networks                       The main social networks: FacebookFacebook•   Facebook is a social network that brin...
Social Networks               Participation levels: institution, group, individualFacebook:               Personal profile...
Social Networks              Participation levels: institution, group, individualFacebook:              Group VS fan page•...
Social Networks                         Use in the field of trade unions•   Video-trade unionism and cyberactivism. Online...
Social Networks                    Use and abuse in the field of trade unions•   Drawbacks:    • Impersonation of the prof...
Social Networks                 Use and abuse in the field of trade unions•   Damage to the image of the organisation: Jok...
Social Networks                 Quality and quantity of contents and followers•   Relevant, convincing, quality content on...
Social Networks                          Adapting messages to the medium“you have to be, but not: you have to be good“.You...
Social Networks               Quality and quantity of contents and followers… So as not to crash on internet…Content shoul...
To bear in mind when we are on social networks:                 Trainers (C) PEDRO SOLER ROJAS &                      AMPA...
To bear in mind when we are on social networks:• Who controls our contents?• Who accesses our contents?• Decontextualisati...
Social Networks                       Who controls our contents?                                                      All...
Social Networks                       Who accesses our contents?                                                  The fri...
Social Networks                     Decontextualisation of contents                                                      ...
Social Networks                Cyberbulling, Harrassment, Delinquency                                                     ...
Social Networks                               Privacy of contents                                                        ...
Social Networks                                    Contents.                                            A witty touch is ...
Social Networks                              Leaders’ accounts.•   Direct, controlled and multidirectional communication t...
Social Networks                               Leaders’ accounts.•   Notify if the social network account is managed by a t...
Social NetworksRules in order not to get crucified on Twitter                Trainers (C) PEDRO SOLER ROJAS &             ...
Social Networks                       Twitter      Twitter Terminology• Jargon:   • Tweets =     140-character updates on ...
Social Networks1.- Don’t reject dialogue: As soon as you begin to receive criticism, youshould keep a cool head, try to di...
Social Networks•   2: Don’t delete your contents. You cannot pretend it didnt happen. You can - and    must - apologise, r...
Social Networks•   3.- Don’t attack or denigrate any group or user.Example.Arturo Pérez Reverte, on Twitter, wrote: “I nea...
Social Networks4.- Never give in to facile insults or use foul language. Even though you are attacked(and with more justif...
Social Networks5.- Careful with spelling mistakes and language.    Don’t show off your cultural levelExample:Paulina put h...
Social Networks6.- Don’t post Spam or try to manipulate.Examples:This happened in the PSOE electoral campaign. The goal wa...
Social NetworksOn Facebook, there have also been some well-known mistakes, some of which took aheavy toll:•   A house in M...
Conclusions•   Have institutional presence on networks where the organisation runs the    risk of being impersonated.•   E...
Tips• Trending Topic:• Highly interesting content• Example:http://www.publico.es/dinero/3831  19/twitter-se-inunda-con-men...
The end.Trainers (C) PEDRO SOLER ROJAS &     AMPARO PEIRO GOMEZ
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Social media

  1. 1. Social NetworksTrainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  2. 2. Social networks• Precedents: Chat (IRC, forums, communities …)• Innovations: Interconect Users Real user profiles vs nicks Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  3. 3. Social Networks The main social networks Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  4. 4. Social Networks The main social networks: TwitterTwitter This is a social network and microblogging service that allows its users to send and read micro-texts with a maximum length of 140 characters known as “tweets” Having a good presence on Twitter (a good number of users following our account) makes the arrival of any information grow quickly and exponentially, especially if it is informative and “last-minute” data, as the immediacy of news is highly valued on Twitter. (C) PEDRO SOLER ROJAS & Trainers AMPARO PEIRO GOMEZ
  5. 5. Social Networks The main social networks: YouTubeYouTube Multimedia content always has a special appeal, and many companies have understood this. Create attractive videos that include the address of our web page is an excellent method of promotion, and a specially innovative and surprising video can become “viral”. YOUTUBE is the world’s largest video network and allows users to upload, see and share video clips via Internet. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  6. 6. Social Networks The main social networks: FacebookFacebook• Facebook is a social network that brings together people based on friendly relationships of common interests, and now also organisations, groups and companies. It is the most important in the world in number of users.• For organisations, without a doubt the most useful tools it provides are the applications and fan pages.• It offers three types of accounts: 1. The personal profile (which is what most people use) 2. Fan pages 3. Groups Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  7. 7. Social Networks Participation levels: institution, group, individualFacebook: Personal profile VS fan page• Facebook pages are visible to everyone User profiles require previous authorisation.• Facebook pages can have an unlimited number of fans, personal profiles only allow 5,000 contacts.• You can send updated content to all your fans User profiles can only send individual messages• Pages can promote products. If you do it with a personal profile, Facebook can suspend the account. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  8. 8. Social Networks Participation levels: institution, group, individualFacebook: Group VS fan page• Restricted access: Possible in groups. On fan pages, access can only be restricted for certain ages and places.• Applications and personalisation. Only on fan pages.• Listing in search engines: Only user profiles and fan pages. Groups are not listed.• Statistics of visits: Only on fan pages.• Creating events: Possible on fan pages. In groups, only for groups with fewer than 1,000 members.• Messages to fans/group members: Possible on fan pages. In groups, only for groups with fewer than 5,000 members.• Promotion through advertising: Only on fan pages. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  9. 9. Social Networks Use in the field of trade unions• Video-trade unionism and cyberactivism. Online diffusion of ideas and awareness. CCOO held a competition of short videos at the time of the General Strike of 29 September 2010.• Virtual protest. The first virtual strike took place in Second Life, in 2007, by the workers of IBM.• Mobilisation. The campaign known as Democracia Real Ya originated on the social networks, and has managed to mobilise thousands of people in the whole country, who, coordinated through Twitter and Facebook, have camped in the main squares of the capital cities.• Create communities: private communities for company employees or open communities for users with common interests. The social network Ning allows access to be restricted and users to be chosen.• Instant Messaging, conversation and videoconference: They reduce costs and allow digital contents to be shared. Trainers (C) PEDRO SOLER ROJAS &• Internet campaigns, events, etc PEIRO GOMEZ AMPARO
  10. 10. Social Networks Use and abuse in the field of trade unions• Drawbacks: • Impersonation of the profile of an organisation or of its leaders. In CCOO there already exists a fan page of its leader, I.F. Toxo, with considerable interaction, which the organisation later recovered. • Insecurity:  Intruders from outside the organization or the physical integrity of facilities (20%)  Errors by employees (50%)  Employees dishonesty. (15%)  In teams and the internal network: virus, trojan horses, malware and intrusions. For Example: The "Dont Like" button on Facebook: it requests a telephone number and other personal data that can register affected user with fraudulent services.  In the facilities: photos, closing times, holday dates, can be exploited by criminals, who are also on the network. • In information: methods, processes, plans, confidential or sensitive information, personal data of the rest of employees may enter the network in a way that is damaging for the organisation and even constitute a crime (Data Protection Act) Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  11. 11. Social Networks Use and abuse in the field of trade unions• Damage to the image of the organisation: Jokes, comments or complaints made by workers can seriously damage the image of the organisation. For example, complaining about a superior. It can be prevented with the use of tools like Defensio. In a trade union organisation, it is of vital importance to control what is published on its behalf, as it may cause a whole wave of adverse comments that affect the whole organisation.• Waste of time by workers: They may spend too much time, distracting them from their everyday work. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  12. 12. Social Networks Quality and quantity of contents and followers• Relevant, convincing, quality content on social networks is vital to maintain the interest of users.• Quality followers, who are really attentive to shared contents, and motivated to share them with their own followers.• Followers interested in our information, otherwise it will annoy them and soon they will stop following us or will develop a subconscious rejection of our organisation.• The quality of our contacts and mainly the quality of our contributions when collaborating with them, will finally lead us to quantity. And the quantity of followers and friends is what finally decides popularity in the network Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  13. 13. Social Networks Adapting messages to the medium“you have to be, but not: you have to be good“.You have to empathise with followers.The same content is not valid for all the networks, each one has its own characteristics. The more adapted the message is to users reality, the more effective it will be. Interaction and participation are required to be visible in the network.Each network has its own identity.On Facebook the information published is more personal. Twitter mostly shares information that people want to make public. As a result, Facebook defines contacts as friends and fans, Twitter defines them as “following” y “followers”.On Facebook personal identity with a right to privacy predominates. On Twitter an identity with public vocation predominates. On YouTube, audiovisual contents are shared. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  14. 14. Social Networks Quality and quantity of contents and followers… So as not to crash on internet…Content should cause a feeling of “I have to tell this to my friends or followers", focusing especially on the 10% of users who are influencers (1% create content, 10% spread it to their friends and 89% are final recipients), establishing the idea “I have to be the first to pass this news on to my friends" Quality before Quantity Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  15. 15. To bear in mind when we are on social networks: Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  16. 16. To bear in mind when we are on social networks:• Who controls our contents?• Who accesses our contents?• Decontextualisation of contents• Cyberbullying• Privacy of contents• Published contents. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  17. 17. Social Networks Who controls our contents?  All that goes up… doesn’t come down.  All that is deleted, doesn’t disappear.  All that can be seen, can be copied.• Anyone can make copies of what we upload and republish it on internet at any time.• Transfer of rights to companies: Deletion is never definitive• Everything we do on internet… leaves a trace.• Screens can be recorded and snapshots can be taken of them. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  18. 18. Social Networks Who accesses our contents?  The friends of my friends, are they my friends?  “Rear window”, do you know who’s watching?  Companies, is anyone there?.• How do we accept strangers? Is it enough to be a friend of a friend?• There is no absolute privacy, everything is accessible... For everyone. Hackers exist. Dont upload to internet what you dont want to be known.• Do you accept companies as a friend (not as a fan)? Do you know who controls the profile? Are colleagues or superiors in the organisation our friends?• In Twitter and Youtube, anyone can follow us or watch our videos, unless we restrict them. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  19. 19. Social Networks Decontextualisation of contents  From the intimacy of home… to the public arena.  Past, present… and future?• Any comments and/or contents can be made public.• Girl/boyfriends, friends, companions... forever?• Will a company that intends to contract us think the same when they see what we have published?• That comment about your superior - can it be misinterpreted in the organisation and have repercussions? What will people reading us think about our organisation? Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  20. 20. Social Networks Cyberbulling, Harrassment, Delinquency  Don’t shout, I can’t see you.  Confidence is the mother of carelessness. Baltasar Gracián• Convenience leads us to say things we would not say face-to-face.• Careful with what we upload or comment, it might be misused.• Many profiles can be false and disguise criminals. Careful with providing data on when we leave our home unattended. There are criminal networks taking advantage of this data. Also, if you communicate from a mobile device with a geolocator, it provides data on where we are. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  21. 21. Social Networks Privacy of contents  No trespassing… private property?  Social networks vs privacy… the recovery starts• We have to be careful with our level of privacy.• Careful with personal data like phone numbers, address, school, etc… everything is accessible if it is not restricted. In Twitter and in Youtube, everything is public by default, if the configuration is not changed.• Careful with Facebook applications and where we click. They might be viruses. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  22. 22. Social Networks Contents.  A witty touch is one of the keys to success.  You have to be sociable, yes, where are the limits?• Special attention to what we publish about our organization.• It could damage its image.• We could commit a crime if we publish personal data.• Inappropriate publications on Twitter can turn into a storm. Their tremendous virality, speed, and the users sarcasm can work against us. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  23. 23. Social Networks Leaders’ accounts.• Direct, controlled and multidirectional communication that can be managed perfectly within a reasonable strategy.• Greater level of approximation between the organisation leader and the workers.• Greater response to notification of events and acts by the organisation.• Does not allow conversing with everybody at the same time.Precautions:• Separate personal and professional aspects. Example: the councillor of the Popular Party for Getafe City Council, Manuel Ortiz Lázaro, published on his Facebook noticeboard “the trade unions are disgusting"; "a band of scum that only thinks of their own interest". The rectification was immediate and the councillor apologised to anyone who might feel "annoyed or offended‘ by these words which, he said, "were the result of a sudden outburst" and which took place in "the context of a private conversation held on a personal profile on Facebook". Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  24. 24. Social Networks Leaders’ accounts.• Notify if the social network account is managed by a team: as this may give rise to controversial situations. For example, Rosa Diez supposedly sent a tweet, but at the same time, she was being interviewed by the traditional media and she had to close her account after the controversy. (Now it is she who personally writes on her account on Facebook). Esperanza Aguirre welcomes users with the following message: "Welcome to my Twitter (and my teams)". Tomás Gómez has delegated his accounts updates to his team• If the account is managed by a communication team: there must be coherence and you can’t write personal messages.• Recommendations for the following section. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  25. 25. Social NetworksRules in order not to get crucified on Twitter Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  26. 26. Social Networks Twitter Twitter Terminology• Jargon: • Tweets = 140-character updates on Twitter • Follower = A user interested in your updates• Symbols: • @username = identify the user. • # = adding a tag to a tweet • RT = retweeting is sharing tweets with others • d= direct messages are similar to e-mails Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  27. 27. Social Networks1.- Don’t reject dialogue: As soon as you begin to receive criticism, youshould keep a cool head, try to dialogue elegantly at all times and becommunicative.Examples: Alejandro Sanz Vs Alex de la Iglesia: Both started off from a clear position infavour of the Anti-Download Act. Alex de la Iglesia used Twitter to open adebate, Alejandro Sanz confronted public opinion using, on occasion,manners that were too direct and insulting, and compared intellectualproperty rights and rights in Africa. The result: Alex de la Iglesia has sympathyon Twitter; Sanz was quickly crucified, on numerous occasions, andcontinually threatens to leaveTrainers (C) PEDRO SOLER ROJAS & Twitter. AMPARO PEIRO GOMEZ
  28. 28. Social Networks• 2: Don’t delete your contents. You cannot pretend it didnt happen. You can - and must - apologise, retract or rectify, but to delete a Tweet that thousands of people have read is useless and the only thing it will do is multiply the reactions against you.Example:• The film director Nacho Vigalondo launched a publicity campaign in "El País" in January. Soon afterwards, he published on Twitter “Now I have more than 50,000 followers and Ive downed four wines I can tell you my message: The holocaust was a hoax!”. Joking about the holocaust goes beyond whats considered correct and didnt go down well. Vigalondo didnt only not apologise, but instead continued joking on the subject. The consequences: the hashtag #holocaustovigalondo was created and hours later "El País" closed his blog and fired the film director. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  29. 29. Social Networks• 3.- Don’t attack or denigrate any group or user.Example.Arturo Pérez Reverte, on Twitter, wrote: “I nearly forgot. I saw Moratinos crying. He didn’t even have the balls to leave". He was accused of being “machista”, to which he answered:“I see there are people who need to have things explained. I thought it wasn’t necessary, at this stage, but OK", or “Let’s explain it to people who can’t read without blinkers and see “machistas” under every key. Nobody’s less of a man for crying. Nobody’s saying that“, “You’re a shit when you show in public that you don’t know how to leave”, among others.The hashtag "#perezrevertefacts“ was created, and we could read tweets like “Pérez Reverte doesn’t write his books, his books write themselves and put his name on them because(C) PEDRO SOLER ROJAS &of him".” Trainers they’re scared AMPARO PEIRO GOMEZ
  30. 30. Social Networks4.- Never give in to facile insults or use foul language. Even though you are attacked(and with more justification when this is the case) you should keep your cool. Respondwith composure at all times and especially in the more violent conversations .Examples:The TV presenter Jordi González joined in criticising Intereconomía for certainhomophobic declarations. A user responded by calling Jordi González’s work “tele-trash”. González’s answer was “@Dalvarmedina teletrash the whore of your mother,darling.” This brought about the hashtag #tuputamadreguapa. Although heapologised immediately, he didn’t delete the controversial tweet. However, thedamage was done.The singer Juanes caused a ruckus with this Tweet: “I’ve been given the PIN of Chávez,does anyone want it to send messages to his Blackberry?”. His own answer:‘H1J0D3PUT4’. Faced with criticism, he responded, “You think they’re going to comeand censor me? You’re crazy!”. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  31. 31. Social Networks5.- Careful with spelling mistakes and language. Don’t show off your cultural levelExample:Paulina put her foot in it even more when defending Alicia Machado, whotweeted “Tonight I want to ask you to join me in a prayer for peace thatthese attacks between CHINESE don’t worsen our situation” (Confusing Chinawith Korea). Paulina, in her defence, made the problem worse. “Leave heralone all the japanese look the same and China is very big”. Alicia Machadoclosed her Twitter account. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  32. 32. Social Networks6.- Don’t post Spam or try to manipulate.Examples:This happened in the PSOE electoral campaign. The goal was to position the Twitterhashtag #psoered among the most popular after launching their electoral strategy onInternet. And they achieved it, but thanks to a wave of criticism. They tried to makepeople talk about what they wanted. Consequence? A catastrophe of image andcommunication. The hashtag was turned into psoEREd (“ERE” = collective redundancy)The same thing happened with the hashtag #graciaszp, when he announced he wasstepping down as a candidate. Tweets reached unimaginable levels of sarcasm:("graciaszp thanks to you I’m 15 years younger, I’m back in my parents house, I getpocket money on Sundays and I’ve bought some J´Hayber") or ("graciaszp for the Anti-Download Act. Signed: Barack Obama"). Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  33. 33. Social NetworksOn Facebook, there have also been some well-known mistakes, some of which took aheavy toll:• A house in Marbella destroyed for a party announced on Facebook. An English teenager announced her birthday in a Facebook event, and a rumour began that her parents didnt care about the damage due to their divorce. A television, seats and tables appeared in the swimming pool; doors were broken. People there described the house like a war zone‘.• Edward Richardson, 41 years old, attacked his wife with a knife in 2008. The man was condemned to life in England. The “crime” of his wife was to have declared herself “single” on Facebook. Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  34. 34. Conclusions• Have institutional presence on networks where the organisation runs the risk of being impersonated.• Establish protocols for the use of each social network where the organisation is present and take care of internal and external communication.• Centralise all the information on the main web site, and channel it from there to the other social networks. Link up all the organisation sites considered appropriate.• Proper training for those responsible for Social Networks and for everyone actively participatingYou have to be, but you have to be good Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  35. 35. Tips• Trending Topic:• Highly interesting content• Example:http://www.publico.es/dinero/3831 19/twitter-se-inunda-con-mensajes-de-la- averia-del-adsl-de-telefonica• Influent followers• Multimedia contents, events: Facebook Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ
  36. 36. The end.Trainers (C) PEDRO SOLER ROJAS & AMPARO PEIRO GOMEZ

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