Presentation at the meeting of
Financial Management Institute (FMI)
March 6, 2014
Halifax, NS

Trends, Tricks and Threats ...
2
Anatoliy Gruzd

@gruzd
Supporting Social Activism and Political Engagement

From this…

Anatoliy Gruzd

3

@gruzd

#OccupyGezi Supporters in Vict...
Organizing Social Movements using Social Media

4

… to this

Anatoliy Gruzd

@gruzd

#OccupyGezi: Gezi Parki Protest, Tur...
Tracking a Disaster as It Happens via Social Media
Anatoliy Gruzd

5

@gruzd

~4M mentions
~400K accounts

>300K photos

S...
Organizing Relief Efforts using Social Media
Anatoliy Gruzd

6

@gruzd

Social Media Aid the Japan Tsunami & Earthquake (2...
Viral Spread of News on Social Media
Anatoliy Gruzd

@gruzd

7
Spread of Non-credible Information on Social Media
Anatoliy Gruzd

@gruzd

10
11
Anatoliy Gruzd

Outline
1.
2.
3.
4.
5.
6.

The State of the Social Web
Social Media Use Cases
Benefits of Using Social ...
12
Anatoliy Gruzd

@gruzd

The State of the Social Web
Growth of Social Media and
Online Social Networks

13
Anatoliy Gruzd

@gruzd

Social Web
1B Facebook users

500M Twitter
u...
14

Trend: Integrating Multiple Social
Media Platforms
Example: Social Media Use in Ukraine
Blogs

Anatoliy Gruzd

http://...
15
Anatoliy Gruzd

@gruzd

Example: Social Media Use in Ukraine
Twitter: Government Officials

Twitter profile of the acti...
18
Anatoliy Gruzd

@gruzd

Example: Social Media Use in Ukraine
Facebook Groups: Activists

https://www.facebook.com/group...
19
Anatoliy Gruzd

@gruzd

Example: Social Media Use in Ukraine
VK.com (a popular social networking site in Ukraine)
20
Anatoliy Gruzd

@gruzd

Example: Social Media Use in Ukraine
ustream.tv – Video streaming

http://www.ustream.tv/record...
21
Anatoliy Gruzd

@gruzd

Example: Social Media Use in Ukraine
Youtube: Activist, News agencies, Gov.officials

https://w...
22
Anatoliy Gruzd

Example: Social Media Use in Ukraine
Instagram: Photo Sharing

@gruzd
23
Anatoliy Gruzd

@gruzd

Social Networking Site Use by Age Group, 2005-2012
% of internet users in each age group who us...
24

We are becoming more
connected

Anatoliy Gruzd

Median Number of Social Connections
350
300
250
200
150

100
50
0

Tra...
32
Anatoliy Gruzd

The Rise of the Mobile Web

There are more than
250 million active users
currently accessing
Facebook t...
33
Anatoliy Gruzd

@gruzd
Tracking a Disaster as It Happens via Social Media
Anatoliy Gruzd

34

@gruzd

>300K photos

Source: http://www.usatoday.c...
35
Anatoliy Gruzd

@gruzd

The State of the Social Web
Summary
• More Canadians Use Social Media
▫ Facebook, Twitter, Link...
Social Media Use Cases (Private & Public Sector)
37
Anatoliy Gruzd

@gruzd

Social Media Use In the Private Sector
Yammer – Enterprise Social Networking
40

Social Media Use Example
Customer Support via Twitter

Anatoliy Gruzd

@gruzd
41

Social Media Use Example
Forming Online Communities via Twitter
http://stocktwits.com/

Anatoliy Gruzd

@gruzd
42

Social Media Use Example
Marketing 2.0 with Foursquare

Anatoliy Gruzd

@gruzd

http://foursquare.com
43

Social Media Use Example
Constest via Pinterest

Anatoliy Gruzd

@gruzd
44
Anatoliy Gruzd

@gruzd

Social Media Use In the Public Sector
Canada Revenue Agency - Youtube

Goal: Citizen involvemen...
45

Canada Revenue Agency – Youtube Use

Goal: Informational

Anatoliy Gruzd

@gruzd
47
Anatoliy Gruzd

@gruzd

Social Media Use In the Public Sector
Newfoundland and Labrador Tourism - Facebook
48
Anatoliy Gruzd

@gruzd

Social Media Use In the Public Sector
Newfoundland and Labrador Tourism
Mobile App
from
Newfoun...
51
Anatoliy Gruzd

@gruzd

Social Media Use In the Public Sector
Political Engagement
52
Anatoliy Gruzd

@gruzd

Social Media Use In the Public Sector
Political Social Media Accounts in Nova Scotia
53

Social Media Use by NPOs
Raising Funds with Social Media
#beatcancer Campaign

Anatoliy Gruzd

@gruzd
56
Anatoliy Gruzd

@gruzd

Benefits of Using Social Media
[Organizational Perspective]
57
Anatoliy Gruzd

@gruzd

Benefits of Using Social Media
1.
2.
3.
4.
5.
6.

Increase traffic to your organization's websi...
58

Online Communities

Anatoliy Gruzd

@gruzd

• Online communities are groups of people who
share similar backgrounds, v...
59
Anatoliy Gruzd

@gruzd

2012 Olympics in London :: Twitter Communication Network
60
Anatoliy Gruzd

@gruzd

#tarsand Twitter Community
61
Anatoliy Gruzd

@gruzd

Neil Gaiman
(author)

Jeff Howe
(moderator)

#1b1t Twitter Book Club (book: American Gods)
64

Mapping LinkedIn connections

Anatoliy Gruzd

@gruzd

Dal Faculty of Management

Dal Schl of Info Management
Dal Healt...
65
Anatoliy Gruzd

@gruzd

Benefits of Using Social Media
1.
2.
3.
4.
5.
6.

Increase traffic to your organization's websi...
66

The “Dark Side” of
Social Media…
Anatoliy Gruzd

@gruzd

[Organizational Perspective]
68

Fired Over Blog
• Date of case: December 2006
• City/Country: Chatham, ON,
Canada
• The Municipality of Chatham-Kent

...
69
Anatoliy Gruzd

Insurance case
• Date of case: January 2011
• City/Country: Quebec, Canada
• Company: Manulife Financia...
70
Anatoliy Gruzd

@gruzd

Harm to Organization’s Reputation
• An American Red Cross employee
accidentally tweeted a beer-...
71
Anatoliy Gruzd

@gruzd

~1/2 office employees access
Facebook during work
(Nucleus Research, 2009)

Productivity Losses...
How do we address some of these concerns
while still taking full advantage of social media?
Solution: Social Media Policy
Q. How do we create a Social
Media Policy?
74
Anatoliy Gruzd

@gruzd

Most Organizations Don’t Have a Social
Media Policy!

2o%

Only
of organizations worldwide
have...
75

Social Media Policy Example:
Dalhousie University

Anatoliy Gruzd

@gruzd

http://www.dal.ca/dept/clt/resources/social...
76
Anatoliy Gruzd

@gruzd

Cisco Social Media Policy
1. Identify yourself as a Cisco employee
2. Keep applicable policies ...
77
Anatoliy Gruzd

@gruzd

Cisco Social Media Policy (cont.)
6. Do not make statements about Cisco’s financial
performance...
83

Where to start?
Social Media Policy Database

Anatoliy Gruzd

@gruzd

http://SocialMediaGovernance.com/policies.php
84
Anatoliy Gruzd

@gruzd

Social Media Analytics
85

Example of using Social Media
Analytics: CDC

Anatoliy Gruzd

@gruzd
86

Sample Social Media Metrics:
CDC

Source: http://www.cdc.gov/metrics

Anatoliy Gruzd

@gruzd
89
Anatoliy Gruzd

@gruzd

Not all followers are the same!
90

Social Media Use during the 2011 Canadian Federal Election
Anatoliy Gruzd

@gruzd
91
Anatoliy Gruzd

Know Your Audience

@gruzd
92
Anatoliy Gruzd

@gruzd

Sample Social Media Analytics Products
93

Using Online Influence
Assessment Tools
(Klout, Kred, PeerIndex, …)

Anatoliy Gruzd

@gruzd
94

Using Online Influence Assessment Tools
Example: @VisitNovaScotia on Klout

Anatoliy Gruzd

@gruzd
@gruzd

Anatoliy Gruzd

Networks

Content

Analytics

Netlytic.org – a social media analytics tool
developed at the Social...
96
Anatoliy Gruzd

@gruzd

Measuring the impact of a news story using
Netlytic.org

http://www.theguardian.com/world/2014/...
Organizing Social Movements

Organizing Relief Efforts

Tracking a Disaster

Spreading News

@gruzd

Anatoliy Gruzd

98
Presentation at the meeting of
Financial Management Institute (FMI)
March 6, 2014
Halifax, NS

Trends, Tricks and Threats ...
101
Anatoliy Gruzd

@gruzd

References
• Canadian Media Research Consortium (2011). Social networks transforming
how Canad...
102
Anatoliy Gruzd

@gruzd

Image credits
•

http://www.flickr.com/photos/antonio_scardinale/2596184196

• http://www.flic...
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Trends, Tricks and Threats of Being Social (March 2014 Edition)

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Trends, Tricks and Threats of Being Social (March 2014 Edition)

  1. 1. Presentation at the meeting of Financial Management Institute (FMI) March 6, 2014 Halifax, NS Trends, Tricks and Threats of Being Social Anatoliy Gruzd School of Information Management Dalhousie University Email: gruzd@dal.ca Twitter: gruzd Web: SocialMediaLab.ca
  2. 2. 2 Anatoliy Gruzd @gruzd
  3. 3. Supporting Social Activism and Political Engagement From this… Anatoliy Gruzd 3 @gruzd #OccupyGezi Supporters in Victoria, BC Photo credit: Anatoliy Gruzd
  4. 4. Organizing Social Movements using Social Media 4 … to this Anatoliy Gruzd @gruzd #OccupyGezi: Gezi Parki Protest, Turkey (2013) Photo credit: Karl Schönswetter
  5. 5. Tracking a Disaster as It Happens via Social Media Anatoliy Gruzd 5 @gruzd ~4M mentions ~400K accounts >300K photos Source: http://www.usatoday.com Google Crisis Map of Superstorm Sandy (2012)
  6. 6. Organizing Relief Efforts using Social Media Anatoliy Gruzd 6 @gruzd Social Media Aid the Japan Tsunami & Earthquake (2011) Relief Efforts
  7. 7. Viral Spread of News on Social Media Anatoliy Gruzd @gruzd 7
  8. 8. Spread of Non-credible Information on Social Media Anatoliy Gruzd @gruzd 10
  9. 9. 11 Anatoliy Gruzd Outline 1. 2. 3. 4. 5. 6. The State of the Social Web Social Media Use Cases Benefits of Using Social Media The “Dark Side” of Social Media Social Media Policy Social Media Analytics @gruzd
  10. 10. 12 Anatoliy Gruzd @gruzd The State of the Social Web
  11. 11. Growth of Social Media and Online Social Networks 13 Anatoliy Gruzd @gruzd Social Web 1B Facebook users 500M Twitter users 2B Videos watched daily
  12. 12. 14 Trend: Integrating Multiple Social Media Platforms Example: Social Media Use in Ukraine Blogs Anatoliy Gruzd http://fakecontrol.org/blog/2014/03/04/george-bush/ @gruzd
  13. 13. 15 Anatoliy Gruzd @gruzd Example: Social Media Use in Ukraine Twitter: Government Officials Twitter profile of the acting President in Ukraine https://twitter.com/Turchynov
  14. 14. 18 Anatoliy Gruzd @gruzd Example: Social Media Use in Ukraine Facebook Groups: Activists https://www.facebook.com/groups/22347932448986 7
  15. 15. 19 Anatoliy Gruzd @gruzd Example: Social Media Use in Ukraine VK.com (a popular social networking site in Ukraine)
  16. 16. 20 Anatoliy Gruzd @gruzd Example: Social Media Use in Ukraine ustream.tv – Video streaming http://www.ustream.tv/recorded/44404145
  17. 17. 21 Anatoliy Gruzd @gruzd Example: Social Media Use in Ukraine Youtube: Activist, News agencies, Gov.officials https://www.youtube.com/watch?v=I_cNDGU7k98
  18. 18. 22 Anatoliy Gruzd Example: Social Media Use in Ukraine Instagram: Photo Sharing @gruzd
  19. 19. 23 Anatoliy Gruzd @gruzd Social Networking Site Use by Age Group, 2005-2012 % of internet users in each age group who use social networking site 100% 90% 92% 87% 86% 80% 76% 70% 67% 60% 68% 30-49 61% 57% 48% 34% 8% 4% 26% 32% 29% 13% 11% 7% Source: Pew Research Center’s Internet & American Life Project, 2013 Dec12 Aug12 Feb12 Aug11 May10 Apr09 1% May08 6% Feb05 0% 9% 7% 24% 25% Aug06 10% 50-64 38% 30% 20% 52% 50% 49% 47% 40% 18-29 77% 73% 72% 49% 50% 83% 86% 65+
  20. 20. 24 We are becoming more connected Anatoliy Gruzd Median Number of Social Connections 350 300 250 200 150 100 50 0 Traditional Social Networks Facebook Facebook (Teens) Sources: http://dx.doi.org/10.1016/j.comnet.2012.08.009 http://www.pewinternet.org/Reports/2013/Teens-Social-Media-And-Privacy.aspx http://pewinternet.org/~/media//Files/Reports/2012/PIP_Facebook%20users_2.3.12.pdf @gruzd
  21. 21. 32 Anatoliy Gruzd The Rise of the Mobile Web There are more than 250 million active users currently accessing Facebook through their mobile devices. @gruzd
  22. 22. 33 Anatoliy Gruzd @gruzd
  23. 23. Tracking a Disaster as It Happens via Social Media Anatoliy Gruzd 34 @gruzd >300K photos Source: http://www.usatoday.com Google Crisis Map of Superstorm Sandy (2012)
  24. 24. 35 Anatoliy Gruzd @gruzd The State of the Social Web Summary • More Canadians Use Social Media ▫ Facebook, Twitter, LinkedIn, Tumblr, Pinterest • Increasing Number of Social Connections & Content • The Rise of the Mobile Web (mobile apps) • The Rise of the Visual Web (photos & videos)
  25. 25. Social Media Use Cases (Private & Public Sector)
  26. 26. 37 Anatoliy Gruzd @gruzd Social Media Use In the Private Sector Yammer – Enterprise Social Networking
  27. 27. 40 Social Media Use Example Customer Support via Twitter Anatoliy Gruzd @gruzd
  28. 28. 41 Social Media Use Example Forming Online Communities via Twitter http://stocktwits.com/ Anatoliy Gruzd @gruzd
  29. 29. 42 Social Media Use Example Marketing 2.0 with Foursquare Anatoliy Gruzd @gruzd http://foursquare.com
  30. 30. 43 Social Media Use Example Constest via Pinterest Anatoliy Gruzd @gruzd
  31. 31. 44 Anatoliy Gruzd @gruzd Social Media Use In the Public Sector Canada Revenue Agency - Youtube Goal: Citizen involvement, Awareness
  32. 32. 45 Canada Revenue Agency – Youtube Use Goal: Informational Anatoliy Gruzd @gruzd
  33. 33. 47 Anatoliy Gruzd @gruzd Social Media Use In the Public Sector Newfoundland and Labrador Tourism - Facebook
  34. 34. 48 Anatoliy Gruzd @gruzd Social Media Use In the Public Sector Newfoundland and Labrador Tourism Mobile App from Newfoundland & Labrador Tourism http://www.newfoundlandlabrador.com/PlanYourTrip/MobileApp
  35. 35. 51 Anatoliy Gruzd @gruzd Social Media Use In the Public Sector Political Engagement
  36. 36. 52 Anatoliy Gruzd @gruzd Social Media Use In the Public Sector Political Social Media Accounts in Nova Scotia
  37. 37. 53 Social Media Use by NPOs Raising Funds with Social Media #beatcancer Campaign Anatoliy Gruzd @gruzd
  38. 38. 56 Anatoliy Gruzd @gruzd Benefits of Using Social Media [Organizational Perspective]
  39. 39. 57 Anatoliy Gruzd @gruzd Benefits of Using Social Media 1. 2. 3. 4. 5. 6. Increase traffic to your organization's website Improve your organization’s reputation/authority Discover resources & expertise Get instant feedback Build new connections Supporting online communities
  40. 40. 58 Online Communities Anatoliy Gruzd @gruzd • Online communities are groups of people who share similar backgrounds, values or interests and meet regularly. • Members form and maintain their relationships via Computer-Mediated Communication (CMC) technologies such as social media.
  41. 41. 59 Anatoliy Gruzd @gruzd 2012 Olympics in London :: Twitter Communication Network
  42. 42. 60 Anatoliy Gruzd @gruzd #tarsand Twitter Community
  43. 43. 61 Anatoliy Gruzd @gruzd Neil Gaiman (author) Jeff Howe (moderator) #1b1t Twitter Book Club (book: American Gods)
  44. 44. 64 Mapping LinkedIn connections Anatoliy Gruzd @gruzd Dal Faculty of Management Dal Schl of Info Management Dal Health Informatics Dal Faculty of Computer Science Univ.of Illinois Alumni Researchers http://inmaps.linkedinlabs.com
  45. 45. 65 Anatoliy Gruzd @gruzd Benefits of Using Social Media 1. 2. 3. 4. 5. 6. Increase traffic to your organization's website Improve your organization’s reputation/authority Discover resources & expertise Get instant feedback Build new connections Supporting online communities
  46. 46. 66 The “Dark Side” of Social Media… Anatoliy Gruzd @gruzd [Organizational Perspective]
  47. 47. 68 Fired Over Blog • Date of case: December 2006 • City/Country: Chatham, ON, Canada • The Municipality of Chatham-Kent • Summary of case: An Ontario court ruled that a nursing home employee’s firing was justified, after she posted inappropriate comments and pictures of the nursing home on her personal blog. Source: Chatham-Kent (Municipality) v. National Automobile, Aerospace, Transportation and General Workers Union of Canada, March 26, 2007 Anatoliy Gruzd @gruzd
  48. 48. 69 Anatoliy Gruzd Insurance case • Date of case: January 2011 • City/Country: Quebec, Canada • Company: Manulife Financial • Summary of case: an IBM employee took a medical leave from her job in 2008 and received insurance payments from Manulife while on leave. • The insurance company, however, found pictures of the claimant ‘frolicking at a beach’ (while on leave) and stopped payments, claiming this as proof she was not depressed. Source: Los Angeles Times, 2011 @gruzd
  49. 49. 70 Anatoliy Gruzd @gruzd Harm to Organization’s Reputation • An American Red Cross employee accidentally tweeted a beer-related post to the charity's Twitter account • Chrysler’s Twitter Account Accidentally Drops the F-word
  50. 50. 71 Anatoliy Gruzd @gruzd ~1/2 office employees access Facebook during work (Nucleus Research, 2009) Productivity Losses?
  51. 51. How do we address some of these concerns while still taking full advantage of social media?
  52. 52. Solution: Social Media Policy Q. How do we create a Social Media Policy?
  53. 53. 74 Anatoliy Gruzd @gruzd Most Organizations Don’t Have a Social Media Policy! 2o% Only of organizations worldwide have a formal policy ▫ 29% - Americas ▫ 25% - Asia-Pacific ▫ 11% - Europe, the Middle East and Africa Source: Manpower employer services survey, 2010
  54. 54. 75 Social Media Policy Example: Dalhousie University Anatoliy Gruzd @gruzd http://www.dal.ca/dept/clt/resources/social_media_TandL.html
  55. 55. 76 Anatoliy Gruzd @gruzd Cisco Social Media Policy 1. Identify yourself as a Cisco employee 2. Keep applicable policies in mind (e.g., Cisco Code of Business Conduct) 3. Do not commit Cisco to any action unless you have authority to do so 4. Protect reputation 5. Do not post confidential or copyrighted information Source: http://www.scribd.com/doc/33518678/Cisco-Social-Media-Playbook-Best-Practice-Sharing
  56. 56. 77 Anatoliy Gruzd @gruzd Cisco Social Media Policy (cont.) 6. Do not make statements about Cisco’s financial performance 7. Maintain confidentiality of internal only information 8. Do not post anything that is offensive, harassing, or in violation of any applicable law or any Cisco policy 9. Do not engage with the news media to discuss Cisco strategy and/or business without PR consultation and approval Source: http://www.scribd.com/doc/33518678/Cisco-Social-Media-Playbook-Best-Practice-Sharing
  57. 57. 83 Where to start? Social Media Policy Database Anatoliy Gruzd @gruzd http://SocialMediaGovernance.com/policies.php
  58. 58. 84 Anatoliy Gruzd @gruzd Social Media Analytics
  59. 59. 85 Example of using Social Media Analytics: CDC Anatoliy Gruzd @gruzd
  60. 60. 86 Sample Social Media Metrics: CDC Source: http://www.cdc.gov/metrics Anatoliy Gruzd @gruzd
  61. 61. 89 Anatoliy Gruzd @gruzd Not all followers are the same!
  62. 62. 90 Social Media Use during the 2011 Canadian Federal Election Anatoliy Gruzd @gruzd
  63. 63. 91 Anatoliy Gruzd Know Your Audience @gruzd
  64. 64. 92 Anatoliy Gruzd @gruzd Sample Social Media Analytics Products
  65. 65. 93 Using Online Influence Assessment Tools (Klout, Kred, PeerIndex, …) Anatoliy Gruzd @gruzd
  66. 66. 94 Using Online Influence Assessment Tools Example: @VisitNovaScotia on Klout Anatoliy Gruzd @gruzd
  67. 67. @gruzd Anatoliy Gruzd Networks Content Analytics Netlytic.org – a social media analytics tool developed at the Social Media Lab 95
  68. 68. 96 Anatoliy Gruzd @gruzd Measuring the impact of a news story using Netlytic.org http://www.theguardian.com/world/2014/feb/18/ukrainepolice-storm-kiev-protest-camp-live-updates#start-ofcomments Twitter interactions about this news page
  69. 69. Organizing Social Movements Organizing Relief Efforts Tracking a Disaster Spreading News @gruzd Anatoliy Gruzd 98
  70. 70. Presentation at the meeting of Financial Management Institute (FMI) March 6, 2014 Halifax, NS Trends, Tricks and Threats of Being Social Anatoliy Gruzd School of Information Management Dalhousie University Email: gruzd@dal.ca Twitter: gruzd Web: SocialMediaLab.ca
  71. 71. 101 Anatoliy Gruzd @gruzd References • Canadian Media Research Consortium (2011). Social networks transforming how Canadians get the news Report. Retrieved from http://www.mediaresearch.ca/en/projects/socialmedia.htm • Coker, B. (2011). Freedom to surf: the positive effects of workplace internet leisure browsing. New Technology, Work and Employment, 26(3). • Los Angeles Times (2011, Jan 27) Insurance companies mining Facebook data by Shan Li • MSNBC.com (2005, Sep 8) Delta employee fired over blog sues airline. http://www.msnbc.msn.com/id/9259944/ns/technology_and_sciencetech_and_gadgets/t/delta-employee-fired-over-blog-sues-airline/ • NuNucleus Research (2009). Facebook: Measuring the cost to business of social notworking. Report J57. Retrieved from http://nucleusresearch.com/research/notes-and-reports/facebook-measuringthe-cost-to-business-of-social-notworking/ • Zhang, J., Qu, Y., Cody, J., & Wu, Y. (2010). A case study of micro-blogging in the enterprise. Proceedings of the 28th international conference on Human factors in computing systems - CHI ’10 (p. 123). Presented at the the 28th international conference, Atlanta, Georgia, USA. doi:10.1145/1753326.1753346
  72. 72. 102 Anatoliy Gruzd @gruzd Image credits • http://www.flickr.com/photos/antonio_scardinale/2596184196 • http://www.flickr.com/photos/schoenswetter/8915722162/ • http://commons.wikimedia.org/wiki/File:US_Navy_110318-N-SB672773_An_aerial_view_of_Japanese_Ground_Self- Defense_Force_personnel_and_disaster_relief_crews_searching_Sukuiso,_Japan.j pg • http://commons.wikimedia.org/wiki/File:Al_Qaed_Ibrahim_Mosque_during_the_ 2011_Egyptian_Revolution.jpg • http://commons.wikimedia.org/wiki/File:Wanping_kou_beach.jpg • http://commons.wikimedia.org/wiki/File:Winnipers_celebrate_return_of_NHL_hockey.j pg • http://www.flickr.com/photos/en321/89248433/

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