Approaches to understanding the Internet as a social medium David Phillips
A 'better' place? <ul><li>Franklin argues that traversals in public, open cyberspace trace another possible future for the...
Get a Life <ul><li>“ When you claim to be sceptical of the authenticity of online socializing and advise enthusiasts to &q...
Share, team, re-organisation <ul><li>This (the Web) was seen as being a powerful tool, in that </li></ul><ul><ul><li>when ...
A social medium <ul><li>In which 'societies', groups, people and, sometimes, machines gather around stuff. </li></ul><ul><...
Michael Porter – Five forces of competition
The 'New' Economy <ul><li>Traditional (Porter) view </li></ul><ul><ul><li>the infrastructure necessary to assemble, analys...
Then Came Disintermediation <ul><li>five forces that influence what happens within the industry (Michael Porter) </li></ul...
The corporate effect <ul><li>To add value requires linking knowledge, organisations, processes, things, people </li></ul><...
The new politics <ul><li>A powerful new soap box -  Or is it more? ? </li></ul><ul><li>Politicians  Use social media </li>...
A Social Media <ul><li>My email – share information </li></ul><ul><li>My text message – share information </li></ul><ul><l...
How does PR cope <ul><li>Understand </li></ul><ul><li>Watch </li></ul><ul><li>Enquire </li></ul><ul><li>Join </li></ul><ul...
In polite society <ul><li>Don't shout </li></ul><ul><li>Stand aside to let people pass </li></ul><ul><li>Engage with commo...
Upcoming SlideShare
Loading in...5
×

Approaches to understanding the Internet as a social medium

593

Published on

Published in: Economy & Finance, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
593
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Approaches to understanding the Internet as a social medium

  1. 1. Approaches to understanding the Internet as a social medium David Phillips
  2. 2. A 'better' place? <ul><li>Franklin argues that traversals in public, open cyberspace trace another possible future for the Internet; more hospitable and equitable than the one being currently put in place by political and economic power-brokers. </li></ul><ul><li>Public and Open – the benefits of transparency - requires decision making to be transparent right from the beginning of the decision making process. Accessible information, process, decision </li></ul>
  3. 3. Get a Life <ul><li>“ When you claim to be sceptical of the authenticity of online socializing and advise enthusiasts to &quot;get a life,&quot; who made you the authority on what a life ought to be?” - Howard Rheingold </li></ul><ul><li>Can there be 'life' with or even in the Internet? Does it disrupt society </li></ul>
  4. 4. Share, team, re-organisation <ul><li>This (the Web) was seen as being a powerful tool, in that </li></ul><ul><ul><li>when people combine to build a hypertext of their shared understanding, they have it at all times to refer to, to allay misunderstandings of one-time messages. </li></ul></ul><ul><ul><li>when new people join a team, they have all the legacy of decisions and hopefully reasons available for their inspection </li></ul></ul><ul><ul><li>when people leave a team, their work is captured and integrated already, a &quot;debriefing&quot; not being necessary </li></ul></ul><ul><ul><li>with all the workings of a project on the web, machine analysis of the organization becomes very enticing, perhaps allowing us to draw conclusions about management and reorganization which an individual person would find hard to elucidate; </li></ul></ul>
  5. 5. A social medium <ul><li>In which 'societies', groups, people and, sometimes, machines gather around stuff. </li></ul><ul><li>More than data </li></ul><ul><li>More than information </li></ul><ul><li>More than communication </li></ul><ul><li>Offers many social constructs </li></ul><ul><li>Is disruptive – can disintermediate </li></ul><ul><ul><li>Amazon, eBay, Advertising, Marketing, PR? </li></ul></ul>
  6. 6. Michael Porter – Five forces of competition
  7. 7. The 'New' Economy <ul><li>Traditional (Porter) view </li></ul><ul><ul><li>the infrastructure necessary to assemble, analyse, communicate and manage information, which rests in ‘computer mediated networks’ - yes and.... </li></ul></ul><ul><ul><li>transactions for the purchase of goods and services which are carried out by electronic means either by Electronic Data Interface – yes and .... </li></ul></ul>
  8. 8. Then Came Disintermediation <ul><li>five forces that influence what happens within the industry (Michael Porter) </li></ul><ul><ul><li>existing companies – transparency - the global pub meets the CEO </li></ul></ul><ul><ul><li>potential new companies – become me-to or collaborators </li></ul></ul><ul><ul><li>substitutes for products offered - disintemediate </li></ul></ul><ul><ul><li>the suppliers – more, different and 'partners' </li></ul></ul><ul><ul><li>the customers – more different and 'partners </li></ul></ul><ul><li>Business and industries are part of a 'conversation' – Cluetrain manifesto </li></ul>
  9. 9. The corporate effect <ul><li>To add value requires linking knowledge, organisations, processes, things, people </li></ul><ul><li>Disrupts by Adding and changing processes </li></ul><ul><li>Enhances productivity </li></ul><ul><li>Changes organisations (IBM) </li></ul><ul><li>Bigger asset base – Long Tail, Hyper links, </li></ul><ul><li>Makes PR People into change consultants? </li></ul>
  10. 10. The new politics <ul><li>A powerful new soap box - Or is it more? ? </li></ul><ul><li>Politicians Use social media </li></ul><ul><li>Direct to the people </li></ul><ul><li>Interferes with other social/political structures (NGO's, Business, Religion, The Press) </li></ul><ul><li>Political parties were answer to national media (stories for the 'news agenda') </li></ul><ul><li>If the people are the press....(information, passion, ethics) </li></ul>
  11. 11. A Social Media <ul><li>My email – share information </li></ul><ul><li>My text message – share information </li></ul><ul><li>Our Instant message – share personal thought </li></ul><ul><li>The wiki community – share information and links and pictures and vidio and ideas </li></ul><ul><li>Your blog – share ideas and promulgate ideas and knowledge </li></ul><ul><li>Flickr , YouTube , digg – public sharing and creating communities where you may not even know the members! </li></ul>
  12. 12. How does PR cope <ul><li>Understand </li></ul><ul><li>Watch </li></ul><ul><li>Enquire </li></ul><ul><li>Join </li></ul><ul><li>Engage </li></ul><ul><li>Don't leap in! This is not fashion it's relationship building </li></ul>
  13. 13. In polite society <ul><li>Don't shout </li></ul><ul><li>Stand aside to let people pass </li></ul><ul><li>Engage with common civility </li></ul><ul><li>Be a conversationalist </li></ul><ul><li>Be genuine </li></ul><ul><li>Friend </li></ul><ul><li>To be an Internet thug – scream, add pop-ups, tell-em, bend the truth, take the money and run </li></ul><ul><li>The Internet is a social medium - hooray! </li></ul>

×