Cultivating & Covering Conversations


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These slides were created for the course:
Comm 350R Social Media
Dr. Matthew J. Kushin
Department of Communication
Utah Valley University

For more on the course see:

For more about the professor, see:
or @mjkushin on Twitter

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  • Let’s look at how the news media ran, and what it has changed to.
  • Well, let’s start out with the question: how is comm changing in our society?Some of these things we’ve talked about.
  • First, let’s talk about Info Dissemination ModelThis is a very Web 1 way of doing things – expect person to stay within ‘walled garden’ and not leave.
  • This is more of a Web 2 model – where people are invited to come and go as they please.Content is within the site, and we’ll talk about here in a minuteThe outward green arrows represent thisRepresented by pink inward arrows
  • Top-down model (left)Think of the news as the information gods The people are ignorant, but eager for informationThe Media dispenses what/when it wants1) Information hubs (right) a. Rather than the top-downinfo source, they are laterally integrated in a large network of info b. Many connections to info strengthens value of that node.
  • Audience members think, ‘they they provided this content.”
  • Cultivating & Covering Conversations

    1. 1. Social Media CourseDr. Matthew J. Kushin<br />Assistant Professor<br />Department of Communication<br />Utah Valley University<br /><br /><br />@mjkushin<br />
    2. 2. Cultivating & Covering Conversations<br />Dr. Matthew J. Kushin<br />Course:<br />
    3. 3. We hear it over and over:<br />“Social media is about conversations”<br />“markets are conversations”<br />“businesses are conversations” – The Cluetrain Manifesto<br />
    4. 4. The message<br />Media organizations must not think of selves as:<br /> disseminators of information<br />But instead as:<br />Participants in conversations<br />
    5. 5. The reaction<br />“NO WAY! But we have CONTENT to disseminate! We are media content producers!”<br />
    6. 6. Conversations!<br />Image: Hugh MacLeod<br />
    7. 7. Case Study: The News Media<br />Start thinking differently about the organization’s role in the media sphere<br />
    8. 8. Irreconcilable differences<br />New Media<br />Interactive<br />Mass Media<br /> Unidirectional<br />Newspaper<br />
    9. 9. Old Model<br />Traditional newsdissemination model:<br />Top down, closed system<br />Org collects and creates their product<br />Buys some stories off wire, delivering through its brand<br />Organization seeks to keep consumer within their branded space<br />News Media<br />
    10. 10. Drawbacks of Top-Down Model<br />Consumers - want diverse content from array of sources<br />Old model provides limited ability to:<br />Attract new users<br />Provide content<br />
    11. 11. New Model<br />Blogs<br />Information Hub Model<br />Org is “hub” in larger info network<br />1) Deliver 3rd-party content within branded space<br />2) Link out to 3rd-party content<br />3) Establish external presence to drive users back to branded site.<br />Twitter Account<br />News Media Hub<br />Interaction<br />TV Channels<br />RSS<br />Facebook Page<br />Interviews<br />- video, transcript, audio<br />
    12. 12. Info Hub Model<br />Rationale:<br />Connections to 3rd-party content strengthens value of that “hub”.<br />People want non-mainstream content<br />If org doesn’t deliver external content, people will bypass org in information searches<br />
    13. 13. Benefits<br />Exponential increase in deliverable content<br />Capture non-mainstream media & blog audiences<br />Starting point for info search<br />Brand loyalty: connecting consumer with brand when thinking about where to get variety of news<br />
    14. 14. Blogs<br />TV Channels<br />RSS<br />Interviews<br />- video, transcript, audio<br />The News Industry Changed<br />Model Contrast<br />Twitter Account<br />News Media<br />News Media Hub<br />Interaction<br />Facebook Page<br />
    15. 15. In Review<br />In this instance, the org is establishing itself as credible “go to” for topic specific content<br />It is doing more than providing info<br />It is providing an experience<br />It is building connections for people<br />
    16. 16. Think about it: The value of being an info provider<br />You fly into a city you’ve never been to and want some pizza. So you ask a passerby where to get the best pie<br />What happens when they give you a good tip? <br />You feel an affinity for that person<br />Pic: Source:<br />
    17. 17. Means for Cultivating & Covering Conversation<br />
    18. 18. Online Convo Benefits<br />Seen as authentic interaction<br />Often viral<br />Others see, & want to join<br />Ergo, are word of mouth & on the cheap!<br />
    19. 19. Keep the conversation a priority!<br />
    20. 20. Live Blogging<br />Practice of covering an ongoing event with constant updates<br />Live / timely<br />Expand audience<br />Can foster a conversation<br />These things can:<br />Build connections with audience<br />
    21. 21. Live Blogging<br />Some channels:<br />Twitter<br />Cover it live – live multimedia blogging platform<br />
    22. 22. Foster conversations<br />Letting the audience be the expert<br />Superiority bias:<br />Humans tend to over-estimate themselves as above average.<br />This may lead people to believe they are expert in a subject.<br />Whether good or bad, social media can enable us to stoke our egos.<br />
    23. 23. Superiority Bias<br />““Why wasn’t I consulted,” … is the fundamental question of the web…. Humans have a fundamental need to be consulted, engaged, to exercise their knowledge (and thus power), and no other medium that came before has been able to tap into that as effectively [as the web].” – Paul Ford<br />
    24. 24. Event Streaming<br />Live video/audio stream of content over Internet / mobile device<br />Richer than text-live blogging<br />Live / timely<br />Expand audience<br />Can foster a conversation<br />
    25. 25. Conversation concerns<br />When we open our org & invite others to participate in conversations, there are many risks<br />Ex:<br />Rude & crude content<br />Negativity expressed towards us<br />False info<br />Problem is: these conversations are happening anyways<br />Image Source: This Year’s Love:<br />
    26. 26. “backchannel”<br />“digital communications space used to sustain primarily textual interactions alongside live spoken presentation delivered in a physical environment ”- Tony McNeil<br />Occurs often at conferences / big events<br />Popular on Twitter<br />Often organic<br />
    27. 27. “Backfire”<br />Backchannel can backfire if audience reacts negatively<br /> Can also be huge promo when audience acts positively<br />Event planners need to take lead on developing backchannel<br />Great tool for echoing content among attendees & outside audiences<br />Can try to steer convo<br />
    28. 28. Live Chats<br />Planned & promoted events<br />Bring journalist/expert/celeb to online chat forum to interact with audience<br />Examples:<br />Twitter chat<br />
    29. 29. “Empower your ambassadors” - Jyri Engeström<br />
    30. 30. #UTalk Twitter Chat<br />Attend this Thursday’s #Utalk<br />For the first little bit, sit back and observe<br />Represent yourself professionally<br />
    31. 31. How do we want to do it?<br />This Weds we will meet for a short while during our normal class time in the “chat” section of Canvas to discuss<br />Ideas & thoughts for promoting event, covering event, summarizing event<br /> which team wants to do what<br />
    32. 32. Covering an event: Major goals<br />Promote event: Getting people to be there physically and/or follow twitter channel<br />1 must: via blog post on #Utalk<br />Others?<br />Twitter? Facebook? Etc.<br />Cover event<br />(see next slide)<br />Summary of event<br />1 must: blog post summary<br />Others?<br />
    33. 33. Covering an event: Major goals<br />During event we need, at the least:<br />A group live blogging<br />Preferably journo students<br />A group to do live video streaming<br />A group to get a backchannel going<br />
    34. 34. REMINDER<br />This Weds we will meet for a short while during our normal class time in the “chat” section of Canvas to discuss<br />Ideas & thoughts for promoting event, covering event, summarizing event<br /> which team wants to do what<br />