The Joneses<br />Communication Networks <br />to Do Your Dirty Work<br />Tonya Oaks Smith<br />27 June 2011<br />
Meet The Joneses<br />
Meet The Joneses<br />
You will be assimilated. Resistance is futile.<br />Who am I and why do you care?<br />Who are you?             I do care ...
@marleysmom @ a glance<br />Communications Director at the UALR William H. Bowen School of Law<br />Co-chair for #hewebAR<...
Who are you?<br />
On the agenda today<br />Background<br />Theory<br />Research<br />Results<br />Application<br />
The background<br />Why Twitter?<br />Presence is more and more prevalent – use in Iran, Hudson River crash, H1N1<br />65 ...
The theory<br />Diffusion of Innovation<br />Ev Rogers – communication researcher and supreme networker<br />The way a new...
The theory<br />
The theory<br /><ul><li>Change agency – organization that desires the change
Change agent – individual who represents that change agency
Opinion leader – member of a social system who is able to influence other members’ behavior
Communication network – interconnected people who are linked by patterned flows of information</li></ul>Reports of my assi...
Opinion Leaders<br />Characteristics<br />More external communication – mass media, change agents, cosmopolitan<br />Great...
The research<br />Over 300,000 tweets used one of three terms (H1N1, swineflu or swine flu) during the height of the outbr...
The results<br />
Influence means what?<br />A few years ago I was captured by the Borg. I was assimilated into their collective. I was part...
The application<br />
Seek out those who…<br />Interact with your institutional accounts<br />Interact with other folks – online and IRL<br />Ha...
And encourage them.<br />Fun will now commence. <br />- Seven of Nine<br />
They will deliver communities.<br />To build communities, do:<br />Accept the importance of the medium<br />Build relation...
But we can help more…<br />Segment your populations<br />Bring together followers with similarity <br />Sprinkle in some d...
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The Joneses

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Communication Networks to Do Your Dirty Work.... presented 27 June 2011 at #hewebROC

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  • Open: Who in here has bought a car, a house, a computer, an ipad in the past year? How did you make the decision to buy? What influenced you? Someone or something?That’s exactly what we’ll be talking today. How to develop members of a communication network – a community – who can then share your messages to the broader public.
  • Open: Who in here has bought a car, a house, a computer, an ipad in the past year? How did you make the decision to buy? What influenced you? Someone or something?That’s exactly what we’ll be talking today. How to develop members of a communication network – a community – who can then share your messages to the broader public.
  • Now in Star Trek, the Borg are a bad, bad race… right? Today, we’re gonna take some Borg thoughts and apply them to creating communities in higher education. We’re gonna reframe the Borg, so to speak. In the process, we’re gonna learn some ways to identify individuals who could be opinion leaders for your universities and programs – individuals who can help others assimilate into your way of thinking.
  • Director of Communications at the UALR William H. Bowen School of LawCo-chair for #hewebARCo-chair of the HighEdWeb regional support committeeEarned master’s degree in applied communication studies in 2010Bowen – one of two Arkansas law schools. It is located in the capital city, focused on teaching professionalism, public service, and access to justice to our 500 students. Prior to this position managing all the communication elements for the college, I was a public relations coordinator for UALR. Serves 13000 students.
  • How many of you have a Twitter account? How many of you manage institutional accounts?More than one account?How many of you have tweeted from the wrong account???
  • Though my research applied to the use of Twitter to communicate information about an important event, the data we gained can be used for any computer-mediated communication vehicle.This research project came down completely to a right place, right time thing. After a graduate program heavy with interpersonal communication theory and concepts, which can be used in our work, I was hungry for a course that allowed me to use elements of my everyday work. Diffusion of innovation (change management communication) gave me that. I knew I had to use this theory in my research, and I was personally involved in our campus’ response to communication about the H1N1 outbreak.
  • Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.
  • Change agents’ success in securing the adoption of innovations by clients is positively related to the extent that he or she works through opinion leaders.
  • Change agents’ success in securing the adoption of innovations by clients is positively related to the extent that he or she works through opinion leaders.
  • Cannot be too innovative, however. Not necessarily the early adopter category. System’s norms determine whether or not an individual is innovative as an opinion leader. Often described as people on the edge. Brokers between groups.Opinion leaders build communities
  • Started out with 3.4 MG of Tweets (almost 1200 pages of content – 140 characters at a timeApril 25 = WHO met to discuss epidemic and possible treatments and vaccinationsSept. 4 = Number of deaths around globe ramped upOct. 24 = Obama declared national state of emergency to deal with outbreakThe results: Content analysis – three themes:Information-seeking behaviorsMisinformationUncertainty reductionFollowed survey with phone interviews with volunteers to glean even more information about vaccination behaviors
  • Survey of the users:How often do individuals pass along information?How do they choose what information to pass along?How do they verify the truth of the information they see?How does the information they see on Twitter impact their decisions?Majority of users pass along information 1-3 times per day, however, some tweet 10 or more times per day and pass along information that much tooImportant to myself and followers, useful to me, “something of interest that comes from someone who I know who isn’t in my circle of followers”CONNECTIVE TISSUE in communityDon’t verify information they see on Twitter, they trust those they followTwitter is one of a set of tools they use to make decisions – this was disheartening to me, but revealing, Users glean information from a variety of places – family, friends, experts. Twitter cannot be the only way we share important information.COMMON, IMPORTANT, VALUABLE information“I feel that the people I follow on tweeter are credible resources of information - as they are professional folks whose reputations are tied to what they say in this forum”
  • How do we create communities? Even more core to the discussion – how do we develop relationships with those opinion leaders who will influence communities?First, find your opinion leaders…
  • Remember those characteristics? More external communication – mass media, change agents, cosmopolitanGreater social participationHigher socioeconomic statusMore innovative
  • Who in here followed @tsand and @jpeterson in the Mercedes Benz race, which they won.How about #girlsgonewww?
  • Salient information – make them the deliverers. That will increase their followers and communities
  • HomophilyHeterophily
  • The Joneses

    1. 1. The Joneses<br />Communication Networks <br />to Do Your Dirty Work<br />Tonya Oaks Smith<br />27 June 2011<br />
    2. 2. Meet The Joneses<br />
    3. 3. Meet The Joneses<br />
    4. 4.
    5. 5. You will be assimilated. Resistance is futile.<br />Who am I and why do you care?<br />Who are you? I do care <br />What are we talking about today?<br />
    6. 6. @marleysmom @ a glance<br />Communications Director at the UALR William H. Bowen School of Law<br />Co-chair for #hewebAR<br />Co-chair of the HighEdWeb regional support committee<br />Earned master’s degree in applied communication studies in 2010<br />
    7. 7. Who are you?<br />
    8. 8. On the agenda today<br />Background<br />Theory<br />Research<br />Results<br />Application<br />
    9. 9. The background<br />Why Twitter?<br />Presence is more and more prevalent – use in Iran, Hudson River crash, H1N1<br />65 MM Tweets per day from millions of users<br />Why H1N1?<br />Health catastrophe that was anticipated<br />Other communication vehicles used in preparation for outbreak<br />Right place, right time<br />
    10. 10. The theory<br />Diffusion of Innovation<br />Ev Rogers – communication researcher and supreme networker<br />The way a new idea is shared through both interpersonal channels and mass media<br />Begun as way to chart spread of information about and adoption of crop innovations in Iowa<br />Now theory is used as way to share health information on a broad scale – HIV, malaria, STDs<br />
    11. 11. The theory<br />
    12. 12. The theory<br /><ul><li>Change agency – organization that desires the change
    13. 13. Change agent – individual who represents that change agency
    14. 14. Opinion leader – member of a social system who is able to influence other members’ behavior
    15. 15. Communication network – interconnected people who are linked by patterned flows of information</li></ul>Reports of my assimilation have been greatly exaggerated.<br />- Captain Jean-Luc Picard<br />
    16. 16. Opinion Leaders<br />Characteristics<br />More external communication – mass media, change agents, cosmopolitan<br />Greater social participation<br />Higher socioeconomic status<br />More innovative<br />
    17. 17.
    18. 18. The research<br />Over 300,000 tweets used one of three terms (H1N1, swineflu or swine flu) during the height of the outbreak – spring to fall 2009<br />Isolated tweets for three key dates in the outbreak – April 25, Sept. 4, Oct. 24, 2009 = 15,000 tweets<br />Detailed reading of 5,000 tweets for content analysis<br />Later survey of Twitter users for in-depth information about follow-through on vaccinations<br />
    19. 19. The results<br />
    20. 20. Influence means what?<br />A few years ago I was captured by the Borg. I was assimilated into their collective. I was part of their hive mind. Every piece of my individuality erased. I was part of them. <br />- Captain Jean-Luc Picard<br />
    21. 21. The application<br />
    22. 22. Seek out those who…<br />Interact with your institutional accounts<br />Interact with other folks – online and IRL<br />Have friends in many circles – are connectors <br />Have toys, but not too many<br />
    23. 23. And encourage them.<br />Fun will now commence. <br />- Seven of Nine<br />
    24. 24. They will deliver communities.<br />To build communities, do:<br />Accept the importance of the medium<br />Build relationships<br />Share salient information<br />Allow users to scoop you sometimes<br />Encourage questioning<br />Fill the information vacuum<br />Reduce uncertainty<br />
    25. 25.
    26. 26. But we can help more…<br />Segment your populations<br />Bring together followers with similarity <br />Sprinkle in some difference<br />Create contact opportunities<br />
    27. 27. No, seriously… assimilate already<br />To build community, don’t:<br />Share information unworthy of your followers<br />Ignore followers’ legitimate concerns<br />Waste time sharing useless information<br />Ignore misinformation<br />Spread information you can’t confirm<br />Abuse your followers’ trust<br />Use Twitter without pondering the ramifications<br />
    28. 28. So what did we learn?<br />Assimilation – in moderation – is not a bad thing.<br />Our followers trust us as change agents, and they trust those in their communities who are opinion leaders.<br />Twitter can’t be the only medium we use to communicate information – it is part of a toolkit.<br />
    29. 29. Questions?<br />tosmith@ualr.edu<br />@marleysmom<br />501.324.9896<br />Complete research is on issuu.com/marleysmom<br />
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