An introduction to social media, prepared for a seminar for communications and public relations professionals in Helsinki, Finland, January 2009, by Jos Schuurmans,
An introduction to social media, prepared for a seminar for communications and public relations professionals in Helsinki, Finland, January 2009, by Jos Schuurmans, http://www.josschuurmans.com/contact
CC: Bob Jagendorf, http://www.flickr.com/photos/bobjagendorf/361925178/
Number crunching Technorati: State of the Blogosphere, 2008 http://technorati.com/blogging/state-of-the-blogosphere/ comScore MediaMetrix (August 2008) o Blogs: 77.7 million unique visitors in the US o Facebook: 41.0 million | MySpace 75.1 million o Total internet audience 188.9 million eMarketer (May 2008) o 94.1 million US blog readers in 2007 (50% of Internet users) o 22.6 million US bloggers in 2007 (12%) Universal McCann (March 2008) o 184 million WW have started a blog | 26.4 US o 346 million WW read blogs | 60.3 US o 77% of active Internet users read blogs
Number crunching Technorati: State of the Blogosphere, 2008 http://technorati.com/blogging/state-of-the-blogosphere/
Number crunching Pew Internet & American Life Project http://www.pewinternet.org/PPF/r/527/press_coverageitem.asp
But what are we talking about, really ? CC: Clearly Ambiguous, http://www.flickr.com/photos/clearlyambiguous/40437932/
” (...) Gone are the days when the consumers would come and dutifully arrange themselves in front of the TV or radio – at specific times even! – just waiting to hear from us. We could tell them the same stories over and over again, until the message sank in. Well, today, most of the chairs are empty. And the folks who do show up refuse to look or listen to us. (...)”
” (...) Content isn't king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you'd choose your friends -- if you chose the movies, we'd call you a sociopath. Conversation is king. Content is just something to talk about. (...)”
c): Drivers for Social Media in internal communications.
1. Crisis management. Create mutual trust in the conversations of your internal stakeholders before a crisis breaks out.
2. Agility. Information sharing speeds up innovation. It flattens the organization which speeds up decision making (blogs, wikis, forums). Social Media are powerful means of knowledge management and of making tacit knowledge explicit through online conversation (tagging, rating, commenting). Social Media also spur online collaboration (wikis).
3. Employee engagement and ”human voice”. (Gartner: N-gen will not do without)
4. Alignment of the internal culture and ways of working with the external business environment and strategy.
-> WHY to engage in Social Media?
Niall Cook has a really good story about social sofware for internal purposes: http://www.slideshare.net/niallcook/enterprise-20-presentation-648032?nocache=3504 ” (...) 2009 will see the first wave of ‘digital natives’ that are so immersed in digital culture that they are completely unconcerned about the effects of their technology choices on their organizations. (...)”
As reported by eWeek: http://www.eweek.com/c/a/Messaging-and-Collaboration/Digital-Natives-Will-Drive-Web-20-into-Your-Business/
Do you want to engage in third-party, open, public Social Media and Social Networks?
Do you want to initiate to host your own online community? As a communications management strategy, and/or as a business model with its own revenue streams?
4. How much do you need to engage internally?
To what extent do the internal drivers apply to your business?
” You cannot pretend to be something on the outside which you are not on the inside”. Real change happens from the inside out. Your internal culture has to align with your external perception. Otherwise you will not be credible.
HOW (much) to engage in Social Media? CSA: What is your Desired State?
-> When you have your own publication, again, start by amplifying: link with short comments to places elsewhere, where people are saying interesting things about you and/or your industry.
-> You can initiate your own posts, with more original viewpoints, when you feel ready. But remember to keep linking: as Dan Gillmor says: when you send people away to something interesting, they tend to come back for more.
-> Eventually, you can initiate new discussion topics and even break news relating to your own brand. But you have to be ready to answer curious as well as critical questions from your readers.
(See also: ' Does your work flow support your needs?'
In an effort to make news releases more digestible for not only journalists but the Internet population in general, the Social Media Release (SMR) combines the virtues of the traditional press release with social media features.
In particular, it contains links to further information on sites, blogs and wikis; links to relevant people and their social networking services; tagging, rating, sharing and commenting options; and links to downloadable video and audio (podcast) material.
SHIFT's first Social Media Release (SMR) template: http://www.shiftcomm.com/downloads/smprtemplate.pdf
PRX Builder's Social Media Release (SMR) creation tool: http://www.prxbuilder.com
Thank you, and I invite you to continue this conversation!
+358 50 59 33 006
A subset of this presentation is available on SlideShare at: http://ping.fm/Hlqe7