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Using Social Media to Communicate

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Presentation for the Lithuanian seminar \"Communication Challenges for Universities in the Age of High-Tech\"

Presentation for the Lithuanian seminar \"Communication Challenges for Universities in the Age of High-Tech\"

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Using Social Media to Communicate Presentation Transcript

  • 1. Using social media to communicate – opportunities and challenges Jesper Laugesen Communications Department
  • 2. Jesper Laugesen
    • Communications Officer at the University of Copenhagen
      • Primarily working with
        • Web content (supporting local webmasters)
        • Blogs
        • Online marketing
        • Wikis
        • Experiments with social software
        • … and more
  • 3. Agenda
    • Social media – web 2.0
    • What?
    • Who?
    • Why?
    • Where? When?
  • 4. What is social media?
    • Social media is
    • Blogs
    • Wikis
    • Social Networks
    • Podcasts
    • RSS
    • Mash-ups
  • 5. But more than that…
    • Social media is
    • user-driven
    • user-generated
    • and/or
    • user-centric
    • (at least, that’s what the
    • user likes to think!)
  • 6. Changing the focus
    • content  communication
    • delivery  dialogue
    • producing  participating
    • Mass media  Participatory/niche media (one-to-many) (many-to-many / few-to-few)
  • 7.  
  • 8. Source: http://flickr.com/photos/jsuler/209356213/
  • 9. Source: http://flickr.com/photos/terinea/1104709726/
  • 10.  
  • 11. But: Back to the most important person…
  • 12. It’s all about me
    • My friends
    • My family
    • My interests
    • My studies
    • My dog
    • My love interest(s)
    • … all about me – and
    •  My relations
    • My sharing
    • My following
  • 13. So, what does it mean for YOU?
    • They talk about you. They share links about you. And whatever
    • they say, it’s perpertual
    • In blogs – everyone can write
    • RSS / syndication – everyone can read about it
    • Del.ici.ous - sharing favourite web pages
    • Wikis - Power of the crowd
    • Online Friends - MySpace, Beebo, FaceBook, LinkedIn etc…
  • 14. Blogs
    • I have no idea what it is they are saying…
    • … but they are saying something!
  • 15. Wikipedia
    • Not only a source of (questionable?) academic references…
    • You are there too!
  • 16. Facebook
    • Here, as well…
  • 17. Should you join the conversation?
  • 18. It matters:
    • Social media are tools that
      • foster exchange of ideas
      • enables and encourages conversations
      • allows communities to form
    • It’s about people
      • Tools that let people share and be found
      • Conversations of the Marketplace
      • Voices of the People
    • They matter because:
      • The Trust factor
      • Impacts to Google Results
      • Rapid Word of Mouth
      • Different than Broadcast Marketing
  • 19. Cornerstones of ’corporate’ participation
    • Authenticity matters, not transparency
    • Tell the truth
    • Decide on a policy of employee participation (confidentiality, privacy, freedom of speech, rights and obligations)
    • Don’t expect them to come to you – go to them
    • Participate!
    • Try it out…
    • No one knows what’s coming
  • 20. 10-15 years ago…
    • World Wide What?
    • Mobile phones were bulky, rare and expensive
    • A Sony walkman was state of the art
    • CD’s were pretty cool
    • WIFI was science fiction
    • My Space was a physical location
    • Contact across the Atlantic was either by snailmail or painstakingly expensive phone
  • 21. 1½ years ago…
    • Facebook didn’t exist
    • Second Life was all the rage
    • The first videoblogs appeared
    • Blogs were rather new – and something the cool kids did
  • 22. Today
    • Social networks rules the web
    • DataPortability is ’the thing’ of the moment: Connecting, controlling, sharing, remixing
    • ’ Lifestream’-services (jaiku, plaxo, etc.) compete for control of the datastreams beyond the social networks
    • Identities are a commodity
    • More than ever, access is ubiquitous and data perpertual
  • 23. Tomorrow?
  • 24. Impact / use of Social Media
    • Recruiting
      • Students
      • Staff
    • Research
      • Dissemination of knowledge
      • Dialogue with researchers worldwide
    • Executive Leadership & Visibility
      • Showing the ‘human side’ of rector and/or other leaders
    • Branding
  • 25. Lessons learned
    • People will talk and write about you. Adress the the good as well as the bad
    • Communities are the goal – conversations is the means
    • If noone else does it, start the conversation yourself
    • Social media isn’t a magical solution to all your problems
    • Speak the truth - the Internet remembers everything. For a very, very long time.
    • Encourage dialogue
    • Identify, acknowledge and empower your ambassadors
  • 26. Lessons learned
    • Tomorrow brings new technology – plan for flexibility
    • Have the courage to let go – you can’t control it even if you try
    • Social media should be a component of your overall web strategy
    • Embrace your first-movers
    • Test, try, fail and learn what works in your organisation
    • Expect the best, prepare for the worst
    • Ensure your policy for participation is clear – and known
  • 27. University of Copenhagen
    • Encourages and facilitates blogging (Management, faculty and student body alike – at blogs.ku.dk or on independent platforms)
    • Management supports trials in new media, be it Second Life, YouTube channels, blogging networks or Facebook groups
    • Publishes pod- and vodcasts
    • Monitors the Danish blogosphere on a daily basis (we still need to put a decent ’response programme’ in effect, though)
    • Converses with the public through blogs, wiki’s and videos
  • 28. Examples
    • Copenhagen UniVirtual ( virtuel.ku.dk/en )
      • (questions via YouTube, webcasting)
    • Blogs
      • Syndicating content @ blogs.ku.dk
        • Rector and pro-rector (danish)
        • Medical Museion
        • Danish Arrhythmia Research Centre
        • Agri Environmental Policies
    • Facebook
      • Applications, groups, networks
    • Podcasts
      • Faculty of humanities
    • Instant Messaging/chat
      • Realtime guidance/councelling of students
  • 29. What can you do?
    • Encourage blogging
      • Host your own
      • Or use paid or free services (blogger.com, wordpress.com, edublogs.org)
    • Prepare for students, staff and faculty participation in social networks and blogs
      • Codes of conduct (may – to some extent – be covered in employees contracts and/or existing policies)
    • Encourage your organisation to experiment
      • Beware of the gatekeepers and firewallers (but deal with their warnings seriously)
  • 30. What can you do?
    • Prioritize:
    • Podcasts, blogs, wikis are relatively ’mature’ technologies
      • (Don’t shy away from these – but remember nothing looks more abandoned than a chronology that hasn’t been updated in months)
    • New social networks pops up every day
      • (don’t bet all your money on one horse – it may be out of the race tomorrow)
  • 31. What can you do?
    • Monitor the Internet
      • Google is a good place to start
      • You also need to monitor
        • The social networks
        • The blogosphere
        • Wikipedia
    • If hit by a blog- or facebookstorm
      • Be proactive
      • Show you care about what ’they’ are saying:
        • Reply
          • on blogs
          • on facebook
          • in own and other media
  • 32. Q & A
    • Contact:
    • Jesper Laugesen
    • University of Copenhagen
    • Nørregade 10
    • DK – 1017 København K
    • Mail: [email_address]
    • Phone: +45 35 32 42 74
    • Find me online at
      • laugesen.org
      • linkedin.com/in/laugesen
      • laugesen.jaiku.com
      • www.myspace.com/laugesen
      • www.last.fm/user/jlaugesen /
      • Flickr.com/jlaugesen
      • facebook.com
      • blogs.ku.dk
      • Københavns Universitet, Kommunikationsafdelingen