Introduction to Social Media (Week 1)


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Slides for the short course Introduction to Social Media at Queensland University of Technology, by Axel Bruns and Linda Elen Olsen.

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Introduction to Social Media (Week 1)

  1. 1. Introduction to Social MediaAssoc. Prof. Axel BrunsARC Centre of Excellence for Creative Industries and InnovationQueensland University of Technology, Brisbane, – @snurb_dot_info Elen OlsenUniversity of Bergen, - @lindaeo
  2. 2. Course Outlineo Week 1: o Introduction and setup: Twitter, Facebook, LinkedIn o Developing a social media persona / presenceo Week 2: o Understanding social networks: audiences? followers? influencers? o Social media analytics: Hootsuite and other toolso Week 3: o Social media campaigning: dos and don‟ts of corporate social media o Ideas workshop and wrap-up
  4. 4. Axel Brunso Associate Professor, Creative Industries Facultyo ARC Centre of Excellence for Creative Industries and Innovationo Research leader for social media: esp. blogs, Twitter o See for details
  5. 5.
  7. 7. Facebooko Overview: o Largest global social network o ~1b worldwide users o ~11m Australian accounts o Difficult to determine unique users / active accounts (source:
  8. 8. Facebook Basicso “Social Graph” approach: o Strong focus on social networks o Reciprocal connections: friendship requests must be approved o Detailed control over message visibility
  9. 9. Facebook Interactionso Posting, mentioning, commenting, liking, sharing, …: o Posts: to my own timeline, visible to everyone / friends / custom groups… o Mentions: posts referring to someone else, visible to them o Comments: on a friend‟s post, visible to them and their friends o Likes: simple thumbs-up on a friend‟s post or comment, visible to them and their friends o Shares: pass along a post to your own or a friend‟s timeline, to a group or page, or as a private message o … and many more …o Advanced interactions: o Special types of activity: e.g. events, questions, etc. o Activity updates by Facebook apps: e.g. music, games, …
  10. 10. Facebook Timelineo Timeline: o Recent introduction, meant to show all life events o Users can add pre-Facebook events (birth, school, marriage, etc.) o Criticised as blatant information grab – privacy concerns o Potential to generate substantial new information base for Facebook o Allows for more detailed user profiling (valuable for advertisers)
  11. 11. Facebook and Privacyo Privacy concerns: o Facebook business model built around visibility of content o Push to encourage users to make everything they post public o Frequent changes to privacy settings, often confusing o New features usually introduced with „public‟ default setting  Check and re-check your privacy settings frequently!
  12. 12. Facebook Groups and Pageso Groups: o Invited members only, different visibility options o Useful for established, stable communitieso Pages: o Public space for brands, businesses, celebrities, etc. o Available from options bar: o Users subscribe by liking the page – no need for reciprocal friendship approvals
  14. 14. Twittero Overview: o Major global social network o ~500m worldwide users o ~2m Australian accounts o Best guess on Australian userbase: o 25-55 age bracket o More likely to be urban, affluent, educated (male?)
  15. 15. Twitter Basicso Flat, open network structure: o Two types of accounts: o Public – visible to all, even to non-registered visitors o Private – visible only to approved followers o No message-level visibility controls o Non-reciprocal following o Very limited options for customising profile pageso Message format: o Designed as SMS-style live medium – limit of 140 characters per post o Simple functionality - @mentions, #hashtags, embedded links o Viewing of older posts increasingly difficult as time passes
  16. 16. Twitter Interactionso @mentions: o Posts containing @user become visible to user (even without following) o Posts beginning @user visible only to sender and receiver, and mutual followers – convention to use .@user to bypass this o “RT @user [original tweet]” is a retweet of user‟s message (also MT, HT, via, and other similar variations), possibly with comments o Alternative: „button‟ retweetso #hashtags: o Posts containing #topic are marked as relating to topic o Anyone can create a hashtag o Users can search for / subscribe to hashtags o Hashtagged posts are visible even without following o Twitter tracks „trending‟ (rapidly growing) hashtags
  17. 17. The Australian Twittersphere? Follower/followee network: ~120,000 Australian Twitter users (of ~950,000 known accounts by early 2012) colour = outdegree, size = indegree
  18. 18. Real Estate Jobs Property HR Business Parenting Thematic Clusters Design Business Property Mums Craft Arts Web Social Media Creative Tech Food Perth PR Wine Marketing / PR Advertising IT Beer Tech Creative Social Design ICTs NGOs Fashion Utilities Farming Social Policy Beauty Services Agriculture Net Culture Adelaide Opinion Books Theatre Greens News Literature Film Arts Publishing ALP Hardline Progressives News @KRuddMPConservatives @JuliaGillard Radio Conservatives TV Music Journalists Triple J Talkback Dance Breakfast TV Hip Hop Cycling Celebrities Union Evangelicals Swimming NRL V8s Football Teens Christians Cricket Teaching Hillsong AFL e-Learning Schools Jonas Bros. Beliebers
  19. 19. Twitter and Privacyo Simple setup: o Public vs. private accounts o Does not protect from (manual) retweetso Ephemeral medium: o Older messages difficult to retrieve o Twitter only provides 1-2 weeks of past messages (for users, hashtags, keywords, etc.), even to original senders themselves o But other archives may exist – e.g. Library of Congress Twitter archive Twitter is a public medium (more so than Facebook)
  20. 20. Twitter Listso Collections of Twitter accounts: o Any Twitter user can create lists o Can be public (visible to all) or private (visible only to the creator) o Users can subscribe to public lists: i.e. follow all list members at once o Useful for tracking accounts, following posts by specific groups, …
  22. 22. Introduction to Linkedin 15.01.2013 Linda Elen Olsen
  23. 23. what is linkedin?
  24. 24. general uses• Making new connections• Maintaining relationships• Updated information• Awareness
  25. 25. linkedin profile
  26. 26. making connections
  27. 27. linkedin profile
  28. 28. linkedin profile
  29. 29. linkedin profile
  30. 30. linkedin profile
  31. 31. linkedin profile
  32. 32. linkedin home
  33. 33. answers
  34. 34. polls
  35. 35. linkedin groups
  36. 36. why networking with linkedin• Online visibility• Searchable• Ties become more visible• Updated business card• Easy to maintain weak ties, and re-connect• People will help you!
  38. 38. Some Comparisons Facebook Twitter LinkedInPersonal Profile Yes Yes, but very limited YesCorporate Profile Yes, through pages Yes, but very limited YesSocial network Strong focus on Flat network, strong Strong focus onstructure reciprocal connections and weak ties together reciprocal connectionsGroup functionality Yes – public and private None, except user lists Yes – public and privateWider audience reach Yes, through pages Yes, through account Limited itselfMessage dissemination Mainly along friendship Can be fast and wide, Mainly through lines especially for hashtags network connectionsReal-time engagement Yes, but not core focus Yes – key function Limited (except chat function)Privacy settings Available but complex Simple but limited Available
  40. 40. Building a Networko Scenario: o You run the Twitter account for BeSpoke Bike Designs – a small Brisbane shop creating custom designer bicycles using the latest technology. You‟d like to build a strong network of followers (potential customers as well as influential supporters). What do you do? o Hint: have a look at Twitter to identify the people you might want to connect with, and think about how you could do so…
  42. 42. Presenting yourself in Social Media 15.01.2013 Linda Elen Olsen
  43. 43. First impressions• People Google you• Social media ranks high on Google• Your chance to show off
  44. 44. professional presence• Show your experience• Share your expertise• Increase confidence• Make connections and grow your network• Become more aware
  45. 45. who am i?
  46. 46. privacy?• Privacy paradox• Offline vs. online• Private vs. personal
  47. 47. be smart• Everything is public• Know your privacy settings• Look at your industry - what is happening?
  48. 48. finding the balance
  49. 49. finding the balance• Who is my audience?• Who do I want to be my audience?• What are my boundaries?• What is OK to share / not share?• What sort of community am I trying to be part of?
  50. 50. participation is key
  51. 51. strategy?
  52. 52. Control your information...
  53. 53. the importance of presence• Help you control your own information• Create a good first impression• Drown bad publicity• Opportunity to correct your mistakes