Ambient Awareness• See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008• JewPoint0.org blog post, including link to the article: http://bit.ly/MqtCw• “Right now is the largest increase in expressive capability in human history.” - Clay Shirky on TED
Characteristics of Social Media• Participatory: It blurs the line between producer and consumer, media and audience.• Open and Democratic: It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy.• Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging.• Communal: Supports formation, growth & strength of communities around a particular shared interest.• Connected: Thrives on being connected, rather than being territorial and proprietary.
6 New Rules of the GameAttention EconomyListen & Be ConversationalAdd ValueBe RealPrepare for Constant Change
Social Content is Social Capital• Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources.• Content should be newsworthy, unique, controversial, timely immediately useful and/or funny.• 1:12 or 1:20 ratio
Unofficial Outposts Find places where your target audience goes. Participate in the conversation. Add value, educate, include links. Use your “listening” to identify these places.
FINAL THOUGHTS• Stay nimble - Change will continue• Know what you want to measure and how you’ll know if you’re successful• Think about staffing and guidelines• Address your whole culture, not just marketing & communications.