How Social Media Impacts the Practice of Communications George Siemens March 25, 2010
Torches of Freedom
 
 
 
 
 
 
Social Media
You’ve heard the predications…
Social media is  empowering
Social media is  the future
Social media is  the new reality
Social media will  make your wildest dreams come true
Social media is  [blah, blah, blah]
You’ve seen the diagrams…
 
 
 
 
 
 
Let’s collapse this to something simpler
 
What types of  social & information  habits have traditional media placed on humanity?
Which of those habits have/will be  altered  by social media?
What do these fields have in common? <ul><li>Marketing, </li></ul><ul><li>Learning,  </li></ul><ul><li>PR,  </li></ul><ul>...
Transition:   control  and capacity to shape
Boundary blurring & role changing
<ul><li>Message shaping, sharing, and engagement </li></ul>
<ul><li>Message shaping, sharing, and engagement </li></ul><ul><li>Distributed and decentralized </li></ul>
 
 
A different kind of  listening
participative  listening
Message is shaped for ( with ) you
<ul><li>79% of Fortune 100 using social media </li></ul><ul><li>http://bit.ly/d9b81i   </li></ul>
 
Socially-driven information interaction
 
Media and message fragmentation <ul><li>What does it mean? </li></ul><ul><li>How can it [ the message ] be “recreated”? </...
 
Greenpeace/Nestle
 
http://www.youtube.com/watch?v=foR3sfWu5IQ
An  ecosystem of tools  around managing/monitoring/evaluating social media
 
 
 
 
 
Digital graffiti & layering
From   .   to   /
www . yourcompany . com
twitter.com / yourcompany
facebook.com / yourcompany
ustream.tv/user / yourcompany
foursquare.com/user / yourcompany
www.whatever.com / yourcompany
What does your audience  need  in this environment?
What does your audience  want  in this environment?
Trust <ul><li>Sloppy reality </li></ul><ul><li>Organized mechanical </li></ul>
The medium is the message?
The medium  alters  the message
The medium alters the  organization
Social Media Conference:  April 25-26, 2010  <ul><li>Edmonton </li></ul><ul><li>tekri.athabascau.ca/socialmedia/ </li></ul>
<ul><li>[email_address] </li></ul><ul><li>FB/Twitter/4SQ/delicious/whatever: gsiemens </li></ul>
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Presented to IABC about how changes in media impact business communications.

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  • Good presentation on impact of social media on change.
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  • Delightful clarity, as always! We're all so lucky to benefit from George's generous sharing and this great way of accessing his thinking...
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IABC_Mar25

  1. 1. How Social Media Impacts the Practice of Communications George Siemens March 25, 2010
  2. 2. Torches of Freedom
  3. 9. Social Media
  4. 10. You’ve heard the predications…
  5. 11. Social media is empowering
  6. 12. Social media is the future
  7. 13. Social media is the new reality
  8. 14. Social media will make your wildest dreams come true
  9. 15. Social media is [blah, blah, blah]
  10. 16. You’ve seen the diagrams…
  11. 23. Let’s collapse this to something simpler
  12. 25. What types of social & information habits have traditional media placed on humanity?
  13. 26. Which of those habits have/will be altered by social media?
  14. 27. What do these fields have in common? <ul><li>Marketing, </li></ul><ul><li>Learning, </li></ul><ul><li>PR, </li></ul><ul><li>Organizational communication </li></ul>
  15. 28. Transition: control and capacity to shape
  16. 29. Boundary blurring & role changing
  17. 30. <ul><li>Message shaping, sharing, and engagement </li></ul>
  18. 31. <ul><li>Message shaping, sharing, and engagement </li></ul><ul><li>Distributed and decentralized </li></ul>
  19. 34. A different kind of listening
  20. 35. participative listening
  21. 36. Message is shaped for ( with ) you
  22. 37. <ul><li>79% of Fortune 100 using social media </li></ul><ul><li>http://bit.ly/d9b81i </li></ul>
  23. 39. Socially-driven information interaction
  24. 41. Media and message fragmentation <ul><li>What does it mean? </li></ul><ul><li>How can it [ the message ] be “recreated”? </li></ul>
  25. 43. Greenpeace/Nestle
  26. 45. http://www.youtube.com/watch?v=foR3sfWu5IQ
  27. 46. An ecosystem of tools around managing/monitoring/evaluating social media
  28. 52. Digital graffiti & layering
  29. 53. From . to /
  30. 54. www . yourcompany . com
  31. 55. twitter.com / yourcompany
  32. 56. facebook.com / yourcompany
  33. 57. ustream.tv/user / yourcompany
  34. 58. foursquare.com/user / yourcompany
  35. 59. www.whatever.com / yourcompany
  36. 60. What does your audience need in this environment?
  37. 61. What does your audience want in this environment?
  38. 62. Trust <ul><li>Sloppy reality </li></ul><ul><li>Organized mechanical </li></ul>
  39. 63. The medium is the message?
  40. 64. The medium alters the message
  41. 65. The medium alters the organization
  42. 66. Social Media Conference: April 25-26, 2010 <ul><li>Edmonton </li></ul><ul><li>tekri.athabascau.ca/socialmedia/ </li></ul>
  43. 67. <ul><li>[email_address] </li></ul><ul><li>FB/Twitter/4SQ/delicious/whatever: gsiemens </li></ul>
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