Social Media in the Social Ecology

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Learn the roles of Social Media in the Social Ecology

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Social Media in the Social Ecology

  1. 1. Social Media in the Social Ecology By Ms. Sheryl B. Satorre (ursuladesk@gmail.com) ----- TM 702 – Ecology of Technology and Industry
  2. 2. SOCIAL MEDIA FACTS & FIGURES Prepared by: SB Satorre 1/24/2013 2
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  17. 17. SOCIAL MEDIA 101 Prepared by: SB Satorre 1/24/2013 17
  18. 18. Social media is media designed to bedisseminated through social interaction, createdusing highly accessible and scalable publishingtechniques. 1/24/2013Social media refers to the means of Prepared by: SB Satorreinteractions among people in which they create,share, exchange and comment contents amongthemselves in virtual communities andnetworks 18
  19. 19. General Classifications ofSocial Media• Collaborative projects (ex: Wikipedia) 1/24/2013• Blogs and microblogs (ex: Blogger, Twitter) Prepared by: SB Satorre• Content Communities (ex: YouTube)• Social networking sites (ex: Facebook)• Virtual social worlds (ex: Second Life)• Virtual game worlds (ex: World of Warcraft) 19
  20. 20. Social Media Technologies• Blogs• Photo-sharing 1/24/2013• Vlogs Prepared by: SB Satorre• Wall-postings• Email• Instant messaging• Music-sharing• Crowdsourcing 20• Voice over IP
  21. 21. Social Media is NOT• A fad 1/24/2013• A replacement for traditional advertising Prepared by: SB Satorre• The first step• The magic bullet• FREE• All about YOU 21
  22. 22. Social Media IS• A big deal 1/24/2013• Going where your customers already are or where they want to be Prepared by: SB Satorre• Applicable to most companies in some way or another• Time-consuming• All about THEM 22
  23. 23. Social Media Statistics• 350 million plus users suffer from “Facebook addiction syndrome” 1/24/2013• If Twitter was a country it would be the Prepared by: SB Satorre 12th largest in the world• LinkedIn signs up 2 new members every second• The average visitor spends 15 minutes a day on YouTube 23
  24. 24. Social Media Statistics• Three million new blogs come online every month 1/24/2013• 97% of the fans on Pinterest’s Facebook Prepared by: SB Satorre page are women• 5 million images are uploaded to Instagram every day• The Google +1 button is used 5 billion times every day 24
  25. 25. 1/24/2013 Prepared by: SB SatorreCONCEPTUAL FRAMEWORK FOR 25BEHAVIOR CHANGE ONLINE
  26. 26. Conceptual Framework The Social Ecological Approach 1/24/2013 Prepared by: SB Satorre Social Media for Marketing Mapping the Social Media to the Social Ecological Model 26 Applying the Approach
  27. 27. The Social Ecological Approach“we are all shaped by our contexts”• Social Ecology: 1/24/2013attitudes and behaviors of people are the results of the Prepared by: SB Satorrecomplex interplay of factors on every level• Social Media:As audiences increasingly interact in social or relationalbehavior online, a social ecological perspective canprovide a valuable conceptual framework for leveragingvirtual contexts to promote positive change in real-world 27behavior
  28. 28. The Social Ecological Approach “affecting your audience means 1/24/2013 informing its social ecology”• Social Ecology: Prepared by: SB Satorrethe Social Ecological Model is divided into four levels –Individual, Relationship, Community, and Society• Social Media:social marketing campaigns must be crafted and placedin a way that considers the specific contexts influencingtarget audiences at each level 28
  29. 29. Social Media for Social Marketing 1/24/2013“Effective Social Media creates, facilitatesand maximizes human conversation Prepared by: SB Satorrearound meaningful messages andconverts the audience into energetic,authentic broadcasters.” 29
  30. 30. Social Media for SocialMarketing 1/24/2013“There’s no such thing as a digital Prepared by: SB Satorreaudience.” 30
  31. 31. Mapping of Social Media toSocial Ecological Model“like the social ecology, social media is 1/24/2013made up of people, not places” Prepared by: SB SatorreA social ecological approach to social mediamust be rooted in an understanding of not onlywhere an audience exists, but also how and whyit exists where it does. There must be socialmedia INTERVENTIONS at the four different 31levels of the social ecological model.
  32. 32. Individual Level• communicate with audiences one-on-one 1/24/2013• to be effective, messengers must be Prepared by: SB Satorre aware of how their audiences use social media tools and activities 32
  33. 33. Relationship Level• identify and influence the interpersonal 1/24/2013 exposures and communications that exist at the core of an individual’s social networking, feed Prepared by: SB Satorre sharing or micro-messaging activities. 33
  34. 34. Community Level• Social media must ensure that there would be lively, and well-participated online communities 1/24/2013 such as discussion forums, content-related conversations, and as well as media content Prepared by: SB Satorre contributions. 34
  35. 35. Society Level 1/24/2013• Social media interventions at this level should focus on an individual’s access to and Prepared by: SB Satorre participation in concentrated informational nodes like wikis, institutional social networking pages, social search and social news platforms. 35
  36. 36. Applying the SocialEcological Approach• consider social media within the social ecology• adopt a behavior-centric approach 1/24/2013 • 3 C’s • Connect • Curate Prepared by: SB Satorre • Contribute• Facilitate conversation 36
  37. 37. Impacts of Social Media Prepared by: SB Satorre 1/24/201337
  38. 38. Positive Effects• Friends and Relations 1/24/2013• Reducing Communication Barriers Prepared by: SB Satorre• Opportunities of Businesses 38
  39. 39. Negative Effects 1/24/2013• Leads to Addiction• Leads to Isolation Prepared by: SB Satorre• Affecting Productivity 39
  40. 40. SOCIAL MEDIA RESPONSIBILITY Prepared by: SB Satorre 1/24/2013 40
  41. 41. Social Media Battle # 1: ForumsResponsibility: 1/24/2013Don’t debate with a close-minded person.Influence the observers instead. Prepared by: SB SatorreLesson:No one can hurt you without yourpermission. Break ties if needed. Youronline behavior can make or break yourcareer. 41
  42. 42. Social Media Battle # 2: PublicBetrayal of FriendsResponsibility: 1/24/2013Save the friendship. Confront issues Prepared by: SB Satorreimmediately.Lesson:You can tell a real friend by how theyrespond to your success, rather than your 42failures.
  43. 43. Social Media Battle # 3:MisinterpretationResponsibility: 1/24/2013Get your facts straight. Don’t judge. Prepared by: SB SatorreLesson:There is no such thing as constructivecriticism. Use – “Here’s myunderstanding. Did I miss anything?” 43
  44. 44. Social Media Battle # 5: Cross thelineResponsibility: 1/24/2013Bear consequences for your action. Prepared by: SB SatorreLesson:Take a stand. 44
  45. 45. 1/24/2013 Prepared by: SB Satorre5 BIGGEST SOCIAL MEDIA TRENDS IN 45 2013
  46. 46. usage #1 More mobile media Prepared by: SB Satorre 1/24/201346
  47. 47. #2 Mobile 1/24/2013advertisingbecomes Prepared by: SB Satorremore viable 47
  48. 48. #3International 1/24/2013and niche Prepared by: SB Satorrenetworksboom 48
  49. 49. 1/24/2013 Prepared by: SB Satorre# 4 Social media transcends 49marketing
  50. 50. #5 Big data gets a lot moremanageable 1/24/2013 Prepared by: SB Satorre 50
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  52. 52. #1 Understand the Social MediaEcosystem 1/24/2013 Prepared by: SB Satorre 52
  53. 53. #2 It’s all about the C’s Prepared by: SB Satorre 1/24/201353
  54. 54. # 3 Learn the Rules of SocialMedia 1/24/2013 Prepared by: SB Satorre 54
  55. 55. THANK YOU    Prepared by: SB Satorre 1/24/2013 55

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