Social Media Communication #SMC2015 Introduction


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Social Media Communication: Concepts, Practices, Data, Law and Ethics (2015), published in summer 2014, introduces key social media concepts.

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Social Media Communication #SMC2015 Introduction

  1. 1. Social Media Influencers  Influence and trust – concepts depend upon strength and character of individual or organization social networks and branding  Focus on source and message credibility  Return on Investment (ROI) is found in the data
  2. 2. We are Brands and Media “We live in a time where brands are people and people are brands” – Brian Solis (@briansolis, 2013)  By developing strategies through planning and creating tactics, it is possible to avoid social media pitfalls and serve many goals within media and other organizations  #Sandy was a “social storm”  Rapid diffusion of social media over a few short years changed job roles for news reporters, PR people, marketers and others
  3. 3. Engagement Communities  People form social groups, sometimes seek out influencers and gauge social trends  When it comes to breaking news events and real-time social engagement, split-second decisions made by professionals frequently miss the mark  CMC users create online identities, interact and engage with others, participate in online communities, and may activate groups to respond
  4. 4. Crowd Storytelling  Twitter, may trigger crowd sourcing in which audiences piece together bits of information into a larger narrative for storytelling  Blogging blurs the lines between news and opinion  Interaction and conversation monitoring itself may be a driver for social change  Trust is a relational dimension that may be connected with social interaction and shared values
  5. 5. Word of Mouth  Word of mouth (WOM) has become an important marketing phrase for brands wanting to spread word through a growing group of followers and fans  Customer “evangelism” is free advertising by authentic customers who engaged with others as trusted spokespeople  We live in a multi-screen world in which user attention is split between many screens
  6. 6. Media Literacy  Some are turning to media literacy as a way to explore best practices of journalists and PR people  In order to effectively engage within a social network, strategies and tactics must constantly return to concerns about online trust and influence.
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