Social Media II Extension and Outreach

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A look at social media with an eye towards outreach and extension work.

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  • Allowing native, civic, non-”expert” input into the system
  • Citizen Science:Existing processes for mass data gatheringEngaged, focused, audience/participants
  • Social infrastructures that try to bridge polarized advocacy groups and create community become marginalized or irrelevant
  • Social Media II Extension and Outreach

    1. 1. Social Media for outreach and extension<br />Beyond Facebook and Twitter<br />
    2. 2. Being Social, Online.<br />It’s not a new thing.<br />The “original internet”, aka Arpanet, was developeed to let scientists connect to each other<br />IRC, E-mail and Usenet all have a long history, pre-dating “the web”<br />Instant messaging pre-dates the internet<br />
    3. 3. Facebook and Twitter <br />Everybody is doing it.<br />Large auidence<br />Facebook < 400 million accounts<br />Twitter 15 Million accounts<br />New audiences, new demographics<br />Publicity, recruitment and awareness<br />
    4. 4. But, Should we do it?<br />The cat’s already out of the bag.<br />Many units and people have already established a social presence online<br />Taming the cat (actually, it’s a snow leopard now).<br />Understanding why is as important as knowing how<br />All those new people are waiting/expecting you.<br />Audience/stakeholders/eyeballs<br />
    5. 5. Obligatory Warning<br />It’s social media, not personal media or private media.<br />Always assume it’s public.<br />Never assume what you say/do online is private.<br />Never assume that things that are private now will be private tomorrow.<br />
    6. 6. Social Media is more …<br />Crowdsourcing:<br />Science<br />Disaster Recovery<br />Election Monitoring<br />Social Learning.<br />Fundraising/Microenterprise.<br />
    7. 7. Why Social Matters?<br />Social implies a kind of openness.<br />Opens channels for 2-way communication<br />Creates a new space for knowledge creation.<br />“Users” become co-creators<br />Provides real time feedback and input.<br />
    8. 8. More, or less, connected<br />Crowds and Communities.<br />Are social:<br />Crowds gather and disperse<br />Communities persist<br />Rise from shared interest.<br />Have generated a new generation of “social” tools.<br />
    9. 9. The Crowd at Work<br />The crowd is action oriented.<br />Many disparate parts, loosely joined.<br />May only communicate with one destination.<br />Think flashmob.<br />
    10. 10. It’s a SMS World<br />SMS enabled a rapid burst of growth in crowdsourcing apps.<br />Opens participation to a broad cross section of societies and cultures<br />Removes the barrier of broadband/last mile issues<br />
    11. 11. The Value of the (sms enabled) Crowd<br />Mass, distributed contributors have shown the power of the crowd:<br />Disaster response:<br />Ushahidi<br />Election Monitoring:<br />Frontline SMS<br />Independent news reporting:<br />Plane lands in/on Hudson River<br />
    12. 12. Pre-existing Crowds Moving Online<br />Citizen Science.<br />Shopping.<br />Auctions.<br />Online galleries/portfolios.<br />
    13. 13. Community focuses attention on issues like reputation, trust, boundaries and membership.<br />Smaller and more closely connected.<br />
    14. 14. The Facets of Community<br />Boundaries/Networks:<br />What domain defines the community?<br />Identity and reputation -Whuffie:<br />You own your words<br />Trust.<br />Duration:<br />Communities can endure, though membership may change.<br />
    15. 15. Network or Community?<br />What’s the difference?<br />Is a crowd a network?<br />Twitter users?<br />Why does it matter?<br />Types of interaction<br />Degrees of difference<br />Impacts strategy for engagement.<br />
    16. 16. Technology doesn’t create community<br />As technologists we forget, sometimes, that it’s not magic.<br />Just because you build it, doesn’t mean they will come<br />Remember Maslow’s hammer<br />Increasingly, like seeks like.<br />
    17. 17. Who do you trust? <br />Gas Leasing – a failed community:<br />Tools were put in place to facilitate dialog<br />Nobody talked.<br />Why?<br />Sides had already been chosen<br />Cornell was not viewed, by one side, as a neutral arbiter<br />No comprehensive strategy for using social media<br />
    18. 18. Separate, but together?<br />A challenge:<br />Can social media mediate?<br />We’ve been bowling alone – have we now begun to bowl alone, virtually?<br />What is the strength of virtual ties?<br />Does it matter? Online/rl?<br />
    19. 19. The future begins tomorrow!<br />Social media are(and have always been).<br />We now have new ways of connecting.<br />People participate.<br />So, what’s next?<br />
    20. 20. Personal Learning Environments<br />User crafted learning.<br />Mixed media.<br />Distributed.<br />Chaotic?<br />Illustration by GretchensFrage - (http://www.flickr.com/photos/gretchensfrage/3379888408/)<br />
    21. 21. Location<br />Augmented reality ties virtual to real<br />This is powerful because:<br />We’re still human and live in the world<br />Events happen at places<br />Knowledge is tied to the world<br />Marketing<br />
    22. 22. Never confuse virtual with real.<br />It's not that Twitter publicists of the Iranian protests haven't played a role ... They have. It's just not been the outsized role it's often been made out to be. And ultimately, that's been a terrible injustice to the Iranians who have made real, not remote or virtual, sacrifices in pursuit of justice.<br />GOLNAZ ESFANDIARI Foreign Policy June 07, 2010 The Twitter Devolution.<br />
    23. 23. Mash it up!<br />Humans are social animals.<br />Contrary to the impulses of some in IT, people seem to enjoy other people<br />Being social means encountering others – deepening understanding (hopefully)<br />Technology facilitates social connections that can change the world.<br />Maybe slowly, and bit by bit-but that’s not nothing.<br />
    24. 24. Contact<br />Paul Treadwell<br />pt36@cornell.edu<br />@ptreadwell<br />http://www.paultreadwell.com<br />Teri Solow<br />tms45@cornell.edu<br />@tekniklr<br />http://tekniklr.com<br />

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