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Chapter 11 Overview Social Media Communication Lipshultz
- 1. Social Media Communication: Concepts, Practices, Data, Law and Ethics, Jeremy Harris Lipschultz Chapter 11 | Laurie Peters SOCIAL MEDIA Best Practices
- 3. A Quote About Social Media “It affords you the opportunity to connect with people you would never in the ordinary course of life connect to.” -Kim Garst is CEO of Boom Social in Tampa, FL • Pinterest, Twitter, Facebook, YouTube, LinkedIn • Engagement via photographs, graphics, videos • Test content to see what sticks • Spreecast • Video connected to real-time chat and engagement (Lipschultz, 2015)
- 4. Mobile Media • “New forms of sociability” • Reinforce or work against traditional communication • Reinforce: • Increased face-to-face engagements • Bringing people together physically and psychologically • Against: • Emphasizes “social divisions” through member boundaries when mobile media are used for network configuration (Lipschultz, 2015)
- 5. Newspapers, Magazines & Journalism Social media interest is high among journalists. In terms of best practices, the following are popular: • Live tweet from a news event and create a Storify summary of a curated list of the best engagement and information. • Send out links to stories across social media sites to drive traffic to websites. • Use great photography to spark audience interest in coverage and promote the brand. • Engage online with people in the community to identify news sources and seek verifiable information. • Search social media platforms for story ideas and possible new trends. • Monitor government operations and behavior of politicians. • Cultivate personal brands of star journalists. (Lipschultz, 2015)
- 6. Newspapers, Magazines & Journalism Social media journalist best practices continued • Respond to criticism of coverage. • Promote advertisers’ events with sponsored posts. • Curate content from credible news sources to clarify and correct bad information circulating as social media rumors. • Post photographs from publication archives and offer to sell popular prints. • Take advantage of convergence opportunities by publishing audio, video and streaming events in real-time. • Thank fans for engaging and sharing content. • Answer questions from readers. (Lipschultz, 2015)(Google Images)
- 7. Radio & Mobile Apps • Internet podcasts create competition for radio • All news radio has survived and prospered for decades in large media markets. • In an age of mobile smartphones and social media, radio is changing to meet new habits and compete. • Rivet News Radio App • Chicago’s WBBM Newsradio 780 is mobile on the award winning CBS Radio.com app. (Lipschultz, 2015) (Google Images)
- 8. Radio & Mobile Apps • News director Ron Gleason • Believes live radio audiences come and go • He is not convinced they will take the effort to select and navigate recorded content • He sees social media as impacting all of journalism: • The good • More and more people are getting valuable information faster and faster • The bad • You can’t always trust what you see— because the information is only as good as the source (Lipschultz, 2015) (Google Images)
- 9. Radio & Mobile Apps Thought Leader Charlie Meyerson • A journalist based in Chicago who is the head of news for Rivet News Radio, an adjunct professor of journalism at Roosevelt University and an occasional contributor to WBEZ-FM, Crain’s Chicago Business. “The leveling of the playing field between journalist and, as Jay Rosen has dubbed them, ‘the people formerly known as the audience’ has had astonishing impact.” • Reporters are subject now more than ever to analysis, criticism and correction • And a reporter’s success (as gauged by audience reach) depends on readers’, listeners’ and viewers’ decision to share . . . or not to share. • The challenge is finding journalists whose ability to engage an audience matches their ability to gather and report facts. • Times may be tough for some media outlets but now is the best time to become a journalist. • These days, if you have something true to say the digital world empowers you to communicate it to anyone, anywhere, regardless of medium. You don’t need a printing press. You don’t need an antenna. All you need is a way with words or sound or pictures and a library card to use a computer. (Lipschultz, 2015)
- 10. (YouTube Video)
- 11. Television, Branding & Live From The Scene Live From The Scene • Television has an opportunity to be experimenting with social media. • It offers the opportunity to drive audience traffic online, on the air and back online. • It is an attractive real-time model that follows the rules of computer-mediated communication: identity (branding), interaction (two-way) and community building (online). • NBC used a live performance of The Sound of Music (# SoundOfMusicLive) to leverage online engagement. • Magnify program interest by engaging fans on social media • 21.3 million viewers in 2013 was the largest for a non-sporting event in four years (Lipschultz, 2015)
- 12. Top Media Sites On Social Media (Lipschultz, 2015)
- 13. Blogging • Blogging takes many forms • An individual can operate a WordPress, Blogger or other site with complete editorial control and decision-making. • Sites such as The Huffington Post maintain a blog team that exercises an editorial review process. • Chicago Tribune hosts ChicagoNow, a blog site that promotes wide-open community discussion from many bloggers who do not sign opinions with their names. • Editors at this site promote a local blogger community by hosting regular social hours called “blatherings” and other events. • Beyond full-length blog posts, which may run 500 to 1,000 words or more, micro-blogging on Twitter, Tumblr and other social media sites is seen as a way to regularly communicate ideas without the effort and time required by more traditional blogging. (Lipschultz, 2015)
- 14. Blogs for Public Relations & Marketing • Blogging and micro-blogging developed from early Internet discussion boards. • The principle is the same in that online publishing gives authors exposure to a global audience. • The combination of blogging and PR can alter careers and generate large amounts of interest. • Creating, developing and maintaining a blog are important best practice steps for anyone launching a career or seeking to further develop awareness. • By jumping into what some would consider risky social media spaces with ideas and passion, an individual connects with others seeking similar information and interests. (Lipschultz, 2015)
- 15. Helpful Tools • Social media best practices require community brand managers to hone content by utilizing social media metrics and analytics to gauge interaction responses and feed results into future decisions. (Lipschultz, 2015)
- 16. Getting Ahead of the Social Media Pack • Social media best practices require users to go beyond attracting followers and fans, the quality of interaction is often more important than the numbers over time. • Garst identifies a formula for success which includes: • Avoiding common mistakes • Offering social media tips, repeating motivational quotes, answering questions over selling • Lead with valuable content • Remain focused on target demographics when deciding whom to follow, what to say and when. • Use tools such as Hootsuite to manage and filter conversations (clears social media “noise”) (Lipschultz, 2015)
- 17. Getting Ahead of the Social Media Pack • Friedman listed 6 key trends that emphasize growing social and mobile media use: • Social media’s “meteoric rise in influence” • Mobile accounts for 15% of all Internet traffic, half “of average global mobile web users now use mobile as . . . primary or exclusive means of going online” • Older people like brands on Facebook, but younger users “favor Instagram, SnapChat, and Tumblr” • Facebook and Instagram advertising worked to produce significantly “higher click-through rates” • People and brands shared photographs on Instagram and Pinterest • Google + expanded features, and some brands experimented with it. (Lipschultz, 2015)
- 18. Perils • Social media communication may backfire on a user. • It is a double edged sword that can lead users to be suspended or fired from work, or worse • Consumers don’t trust advertisements • Marketers reward potential social media influencers • It’s impossible to control social media users from high jacking the buzz for their own interest • Building relationships is key loyal followers fire back at high jackers and negative comments (Lipschultz, 2015) (Google Image)
- 19. IT, Collaboration, Virtual Teams and Other Trends • Collaborative social media teams allow group members and leadership promote creativity and encourage individuals to act in the interest of the greater good. • Technologies help enhance within-group communication, provide additional information to the group, or alter tasks. • Theoretical concerns include the degree of media richness and potential effects. • The development and refinement of best practices requires team collaboration and constant learning about new tools and ideas. (Lipschultz, 2015) (Google Image)
- 20. Discussion Questions • How do mobile media devices and mobile-friendly platforms impact social media communication? What are the major changes and trends? • How do newspapers, radio and television journalists need to change to adapt to a social media environment? What are the potential rewards and risks? • What role may collaboration and teamwork play in improving the quality of social media and refining best practices? (Lipschultz, 2015)
- 21. The Snopes Game! I’ve included pictures or posts that were shared on Social Media. Some cases resulted in employees getting fired and/or disciplined while others are fake. Can you tell which ones are real? Real? What’s Fake?
- 22. REAL! REAL! Great Western Hospital staff in Swindon, Wiltshire, England were suspended for participating in "The Lying Down on the Job Game," where people photograph themselves lying face-down at work. The staff were lying on the hospital's floors, resuscitation tables, and even the helipad. (Love, 2014) Real? What’s Fake?
- 23. REAL! Ashley Payne was forced to resign from her teaching job after posting this picture to Facebook. (Love, 2014) Real? What’s Fake?
- 24. FAKE! Although this picture could likely get a person fired it was not a real case but rather a great example of what NOT to post. Real? What’s Fake?
- 25. Social Media Post: Oh how I love working in customer service… it never matters how rude or abusive a customer is because according to my company they’re “always right” so we’re just forced to deal with the abuse!?! FAKE! Although this post is totally fake, posting something similar could land an employee in hot water even without the company being named. Real? What’s Fake?
- 26. REAL! Sister Maria Jesus Galan was asked to leave the Santo Domingo el Real convent in Toledo, Spain, because she was spending too much time on Facebook. Fellow nuns said that her Facebook activity “made life impossible.” This all after she used the computer to digitize the convent's archives and help handle banking over the Internet. (Love, 2014) Real? What’s Fake?
- 27. FAKE! Although this picture is not linked to a real case it is yet another example of what NOT to post as it could get you in hot water with an employer. Real? What’s Fake?
- 28. REAL! Kirsten Kelly of Findlay, Ohio, was fired from her job at a Texas Roadhouse restaurant after a customer came in upset with a printed screen shot of her above post. The restaurant told her that she knew what she was doing when she posted and they would have to let her go. (Mosbergen, 2014) Real? What’s Fake? Social Media Post: “If you come into a restaurant and spend $50 or more, you should be able to tip appropriately for that.”
- 29. Social Media Best Practices For YOU AVOID the following on Social Media: • Drinking in a photo… even if you’re over 21 • Complaining about your job • Posting while you’re supposed to be working • Making fun of your boss, team, clients, donors, etc. • Talking badly about a job before even accepting it • Posting when you called out sick • Revealing company secrets • Posting anything embarrassing (Poppick, 2014)
- 30. References Lipschultz, J. H. (2015). Social Media Communication: Concepts, Practices, Data, Law and Ethics. New York, NY: Routledge. Love, D. (2014, July 4). Business Insider. Retrieved from Tech: http://www.businessinsider.com/17-people-who-were-fired-for-using- facebook-2014-7 Mosbergen, D. (2014, July 2). Huffington Post. Retrieved from Huffpost Business: http://www.huffingtonpost.com/2014/07/02/waitress-fired- facebook-kirsten-kelly_n_5552922.html Poppick, S. (2014, September 5). Time. Retrieved from Money: http://time.com/money/3019899/10-facebook-twitter-mistakes-lost-job- millennials-viral/
Editor's Notes
- These sites are increasingly visual, so photographs, graphics and video are very important to be effective within social media. Test engagement with various approaches to see which content is “sticky” on specific sites. Live video sites, such as Spreecast (http:// spreecast.com) offer the lure of video connected to real-time chat and engagement. This is a potentially powerful combination as a way to promote ideas, products and services.
- The “new forms of sociability” may reinforce or work against traditional communication, as “mobile communication, along with other network technologies, is associated with increased face-to-face engagements with network ties, bringing people together physically as well as psychologically” (Campbell & Ling, 2011, p. 325). However, the “flip side” of networked communication is that it may emphasize “social divisions” through member boundaries “when mobile media are used for network configuration” Appearance or reality, these online connections are useful for all forms of media communication. Those seeking to engage with a dispersed media audience can find many of its members now using mobile media devices to access social media platforms.
- Rivet Radio News, a Chicago start-up, launched in late 2013 with an iPhone app, and its developers are coming after the all-news audience. Rivet is targeting people on the go and wanting to personalize story selection in categories such as breaking news, business, sports, arts & entertainment, technology and lifestyle. The app allows users to pause, rewind and skip stories. Newscasters emphasize conversational style, even as they keep pace with breaking news. Rivet also uses listener location to provide on-demand stories, including hyper-local traffic updates. Rivet uses the flexible approach with all of its recorded stories grouped in categories selected by the user instead of a clock-driven live radio format. Chicago’s WBBM Newsradio 780 is mobile on the CBS Radio.com app. It allows users to select favorite stations and has a built-in sleep timer and alarm. Users can read online stories while listening to live radio, and there is some basic Twitter and Facebook sharing.
- Most readers would be able to identify Facebook and Twitter among the top social media sites, but there are many media sites that benefit from Facebook likes, Twitter re-tweets and overall social media exposure. This table is a list of the top fifteen media sites based upon Facebook likes. A top site, such as The Huffington Post, has more than one million likes and typically more than 150,000 Facebook users talking about it at any given time. By posting links that get shared, some users will click and visit sites to read stories. Traditional media and new media are competing across the social media platforms for leadership in audience size and user activity.
- Social media users typically spend a lot of time in an array of spaces, so there is a great need for planning, strategies and development of best practices that cultivate efficient use of new tools. Social media dashboards offer content managers an opportunity to synthesize the most relevant and important data in real time. For example, it may be important to track the top influencers on Twitter, which can be viewed from different perspectives.
- Social media best practices require users to go beyond attracting followers and fans, and it can be argued that the quality of interaction is much more important than the numbers over time. Garst (2013) identifies a formula for success, which includes avoiding common mistakes. She prefers offering social media tips, repeating motivational quotes, answering questions and general conversation over selling. Garst agrees with most successful social media practitioners who lead with valuable content. Secondly, Garst urges users to remain focused on target demographics in deciding whom to follow, what to say and when. She clears a lot of social media noise by using tools such as Hootsuite to manage and filter conversations.
- Friedman (2013) listed six key trends that emphasize growing social and mobile media use: 1. Social media’s “meteoric rise in influence” (para. 2); 2. Mobile accounts for 15% of all Internet traffic, half “of average global mobile web users now use mobile as . . . primary or exclusive means of going online” (para. 3); 3. Older people like brands on Facebook, but younger users “favor Instagram, SnapChat, and Tumblr” (para. 4); 4. Facebook and Instagram advertising worked to produce significantly “higher click-through rates” (para. 5); 5. People and brands shared photographs on Instagram and Pinterest; and 6. Google + expanded features, and some brands experimented with it.