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Online identity and social media



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  • Unlike groups, fan pages are visible to unregistered people and are thus indexed (important for reputaion management, for example); Pages are public, groups are about controlled participation (5000) Unlike pages, groups allow to send out “bulk invite” (you can easily invite all your friends to join the group while with pages you will be forced to drop some invites manually). Groups are thus better for viral marketing, meaning that any group member can also send bulk invites to the friends of his . Campaigns. Groups are generally better for hosting a (quick) active discussion and attracting quick attention. Groups are great for organizing on a personal level and for smaller scale interaction around a cause. Pages are better for brands, businesses, bands, movies, or celebrities who want to interact with their fans or customers without having them connected to a personal account, and have a need to exceed Facebook’s 5,000 friend cap.
  • Superscreen shot
  • WSJ have to have permission to friend someone
  • Reflection paper


  • 1. Social Media & Your Online Identity By Serena Carpenter Arizona State University
  • 2. Previous Class
    • Focused on designing and structuring content for social sharing including tagging, alt text, and meta tags
    • Today, the other 75% of SEO, promoting your content and yourself
  • 3.
    • What is social media?
  • 4. What is social media?
    • Sharing of information and passions with other like-minded people, communities and collaborators
      • AKA “user-generated content”
      • “ Strength of Weak Ties” by Mark S. Granovetter (1973)
  • 5. Types of social media (Antony Mayfield)
    • Social Networks – build personal pages to connect with friends
    • Blogs
    • Wikis – communal database that can be edited by anyone
    • Podcasts – audio/video subscriptions
    • Forums/Online Communities – discussions forms around a topic
    • Content Communities – sharing of content (Flickr, YouTube)
    • Microblogging – social networking merges with blogging
  • 6. One-way Today, build relationships to get permission
  • 7. Trust in spokesperson, U.S. 08, Edelman Trust Barometer Building Relationships
  • 8. PR
    • PR has been defined as journalist relations
      • a linear relationship between PR professionals and journalists
    • Communication experts are relationship managers and networkers
  • 9. Blogger Relations
    • Prove that you monitor blogs when reaching out to bloggers
    • Don’t pitch, get involved with their community
      • Participate in comments
      • Twitter id
      • Provide content in many social media forms - tweet
    • Create your own blog to connect and promote
      • Bloggers want linklove, so link
    • Find “ A-list ” blogs by searching blogrolls
    • Bloggers are passionate experts
  • 10.
    • What is a social media release?
  • 11. Social media release
  • 12. Social Media Press Release
    • PRX Builder - allows anyone to create an online press release
      • The client, MobileSphere, launched a new product Slydial
        • Free service that allows users to leave a voicemail message on someone else’s cellphone — without actually ringing them
        • Created a social media release
          • In 1 month covered in 381 blog posts
  • 13. Digg (2004)
    • News aggregator where people digg or submit stories
      • Submit story, may get popular through diggs or it may get buried
      • Comment as well
      • Employees digg stories to promote their org’s content (Village Voice-MN)
    • Age Range – 25-44
    • 65% Male
    • 25 million unique visitors
  • 14. Fark (1999)
    • A news aggregator that allows user to comment on stories
    • Fark administrators sift through 2,000 or so news submissions
      • Greenlit links can generate upwards of 300,000 page views in one month for a recipient
        • Submissions should be humorous, unique, entertaining
        • 5% of approved submissions will go on the main page
    • Others include Furl, Reddit, Newsvine
  • 15. Sign up & Browse
    • Furl, Reddit, Newsvine, Digg, Fark
  • 16. Social Networking
      • 600 rare diseases (1000)
    • Join social networking groups related to your expertise
  • 17. Facebook
    • 150-million users (’08)
      • 10% users update their statuses at least once a day
    • 850-million photos are uploaded each month
    • Average - 120 Facebook friends
      • 151-200 Friends
        • Less than 100 and more than 500 considered not at popular
    • Fastest growing segment: Women over 55
    • Average stay around 15 minutes
  • 18. MySpace (2004)
    • 185 million users
    • More than 8 million bands and artists
    • 18-34 largest group, 44%
    • Average 15 photos per user
    • Average stay around 20 minutes
  • 19. Features Page Group Hosting a discussion Yes Yes Discussion form Yes Yes Multimedia Exchange Yes Yes Contact Members Yes (Updates) Yes (PM) Statistics Yes No Event invites Yes No Social ads Yes No Relationships Long-term Short-term Personal Google Indexing Yes No
  • 20. ROI
    • 86% of professionals have adopted to social media (09 Mzinga and Babson Executive Education)
    • 84% of social media programs don’t measure return on investment
      • 40% did not even know they could
  • 21. Online Identity
  • 22. Online Identity
    • Perception you can create, so ask yourself:
    • What’s special and unique about you?
      • What are you an expert in?
    • Personal Brand Assets
      • Your Name
      • Picture
      • Personal brand statement “I am a social media researcher at the Walter Cronkite School of Journalism and Mass Communication.”
  • 23. Personal Brand Statement
    • “ I am a politics and public policy reporter with experience using public records and personal relationships to break stories at all levels of government.”
    • “ I am a bilingual print and online journalist who believes in the power journalistic words can have in exposing injustice and catalyzing change.”
    • “ I’m a media communications professional with 15 years of journalism and public relations experience, specializing in the use of narrative to inspire emotion.”
    • “ I am a bilingual, global-minded journalist who believes in telling stories that effect change and connect people of diverse backgrounds.”
    • “ I am an Asian American multimedia journalist who seeks to capture humanity through visuals and sound.”
  • 24.
    • Googled yourself lately?
  • 25. “ Google is the new resume”
    • 47% have searched for themselves (Pew, 2007)
    • 60% who search for their names ind information about themselves
    • Ping your content and add blog to search engines
  • 26. … and social media is becoming more impt.
    • 83% of recruiters used search engines to learn more about candidates in 2007
      • up from 75% in 2005 (
      • 43% eliminated candidates based on the results in 2007
      • College admissions
  • 27. Controlled Transparency
    • In ‘09, 45% employers used social media sites to research candidates (2009 CareerBuilder Survey)
      • 22% in 2008
    • 35% did not offer job and 28% fired someone
      • Photos, badmouthing employers, and poor communication skills
    • 7% follow you on Twitter
  • 28. … .which means regulations.
    • Intel
    • BBC Twitter & Blog Policy
      • If it is clear that journalists works for BBC, then a “visible disclaimer such as these are my personal views and not those of the BBC.”
    • The New York Times
      • Allows its reporters to "friend" people they cover, noting, "In general, being a 'friend' of someone on Facebook is almost meaningless and does not signify the kind of relationship that could pose a conflict of interest for a reporter or editor writing about that person."
  • 29. What can David do?
    • “ David Thomas” is a pretty bad name for Googling
  • 30. Unique id
    • Use middle name or use your middle name as your last name
      • “ Andrew Dice Clay” was Andrew Clay Silverstein
    • Change your name
      • James Todd Smith - LL Cool J.
      • William Bruce Rose - Axl Rose
    • Add middle initial or name
    • Play with your name
      • like
  • 31. Networking vs. Presence
    • Search engines love LinkedIn
    • Do not love Facebook, but great networking tool
  • 32. You create content, you cannot fear posting information
    • Post your FULL NAME (not user name), address, and phone number
      • Voluntarily posting self-authored content such as text, photos, and video has become a cornerstone of engagement in the era of the participatory Web
    • Leave thoughtful comments on targeted blogs in your area of expertise
      • When you leave a comment, you’ll be asked for your name (What’s Your Name?) & your blog
      • Search engines will index and display some of these comments when people search your name, adding to your Internet presence.
  • 34. Advice
    • Buy your domain name
    • Use professional email
    • Be unique
  • 35.
    • (shorten it)
    • [email_address]
    • *Use your full name and use your full name email
    • * Set up a Google Vanity alert for your full name with quotes
    • * Post your URLs on every site you can
    Some information from Dan Schwabel
  • 36. Next Class
    • Twitter
    • Plugins for your blog
    • Social Media Assignment