introducing social mediamatthew bucklandmatthewbuckland.comHead 20FourLabs(the pizza/innovation guy)nomadic marketingmarch 2009

Social mediaSo what is it?

Social media comprises of content and connections created by people or companies using easily accessible online or mobile applications for the purpose of collaborating, communicating, sharing, influencing peers, audiences or consumers.

What’s the fuss?We’ve been networking for yearsAs old as humanity, itself

...but onlineIt’s more efficient, cheaper, easier to create communitiesDo it on a grand scale

Business is about...Connecting people & ideas in the information economy

It’s part of usNetworking is a biological urge. Our bodies work as networks.

Social mediaWhy it’s important

traditional mediavssocial media

trad mediasocial media

...in fact it’s so bigit’s bigger than porn :-P

THE LONG TAIL. Not just about the guys at the top, but millions of content and business niches out there on the web.

...helped win an electionObama used social media and social networks extensively to campaign and raise funding

...even the vatican“New digital technologies are bringing about fundamental shifts in patterns of communication and human relationships.” (2009) Check out their You Tube channel!!

Many types...of social media with business application...can be externally or internally focusedTypes...of social networking & media with business application...can be external or internal

Many corporate executives dismiss social networking as a time-wasting distraction or see it as a risk management problem. Much of their fear has focused on potential risks like security breaches & data privacy.

Social software boosts productivity, facilitates an open-ended corporate culture that values transparency, collaboration & innovation... a customer-centric organisation that not only communicates authentically but also listens to customers and learns from that interaction.

Openess vs privacyTension between sharing and confidentialityYou don‘t need to completely relinquish controlWhich type of network?

Types of network collaborationFor media and businesses

Choose right kind of network activity for your business, whether online or notCompliments of the Harvard Business School

Types of collaboration

apple app store

Columnists 2.0: Hundreds of contributors/ ”columnists” free to contribute at own pace and schedule. Write directly into CMS.

All submissions edited, even comments. Basic guidelines: must be about issues and not daily diaries about personal lives.

“Steve Jobs heart attack post highlights citizen journalism perils – Macworld.comShould Citizen Journalism Be Placed Under Citizen's Arrest? – technewsworld.comWall Street Gets Sucker Punched By Main Street Via CNN iReporter- iphonesaviour.comSteve Jobs Had No Heart Attack...And Citizen Journalism Just Failed - ReadWriteWeb”

rubbish.Not citizen journalism that failed, but media’s implementation of it.Instead of limited gate-keeping structure, they opened themselves up to risk.On a story this size there should be fact-checking mechanisms in place.

Types of collaboration

Social mediaMore examples

External useConsumer focused

Internal useEnterprise solutions

Driven by internet and mobile communications, networks are turning into the major means of doing business... Simply put, networks will make the world go round. So controlling the networks of this world will soon count for more than controlling the capital.Netocracy, by Jan Söderqvist and Alexander Bard (2001)

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4 key elements

2 key motives for joining social network:"I want to communicate better with the people that I already know and trust". "I want to increase my visibility so that I can connect with more people".