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Social Media:

the bigger picture
Euresearch Head Office, Bern
12 October 2015 | Anna Jobin
Research

Higher Ed
IT
Information management
Sociology

Science of society
Social web
Social networks
3
How did we get here?
4
digital calculation +

communication infrastructure
5
Calculation
6
Communication
7
Information and

communication

technologies (ICT)
8
9
10
https://twitter.com/cap0w/status/431176293590106112/photo/1
11
Antisocial?
Source: unknown
12
https://www.uoc.edu/portal/en/sala-de-premsa/actualitat/

entrevistes/2011/manuel_castells.html
« Nobody who is on social
...
Personal vs.
professional
14
15
The strength of weak ties
Title: M.Granovetter, AJoS 1973; Fig: P.Baran, RAND, 1964
http://www.w3.org/2005/Incubator/socialweb/wiki/

images/9/9c/Simondseconoart-small.png
16
Walled gardens
Social software hype cycle: Gartner (2013)
17
18
DIGITAL TOOLS DIGITAL CULTURE
Euresearch
Stakeholders
19
Advantages / Disadvantages
Social Media:

risks & potentials
Risks & responsibilities
21
Unfair competition?
Protected content
Authorship?
Right to own image?
Copyright?
O.Staffelbach, C.Keller (Hrsg.): Social M...
Protected content?
If no: USE OK
Yes: Legally relevant?
If no: USE OK
Yes: Permission?
If yes: USE OK
No: Other justified ...
Accenture (2014)
24
Accenture (2014)
25
Accenture (2014)
26
J.Owyang, Altimeter (2010)
27
Monitoring
Visibility
Promotion
Feedback
Efficiency
Network
PR/Branding
Sales
28
29
DIGITAL TOOLS DIGITAL CULTURE
Euresearch
Stakeholders
30
Self-evaluation
Social Media:

3 platforms
VIDEO
32
33
Monitoring
Visibility
Promotion
Efficiency
Network
PR/Branding
34
Feedback
http://www.socialbakers.com/blog/

2335-facebook-video-is-now-bigger-than-youtube-for-brands
35
http://www.socialbakers.com/blog/

2335-facebook-video-is-now-bigger-than-youtube-for-brands
36
Monitoring
Visibility
Promotion
Efficiency
Network
PR/Branding
37
Feedback
38
Monitoring
Visibility
Promotion
Efficiency
Network
PR/Branding
39
Feedback
40
Monitoring
Visibility
Promotion
Efficiency
Network
PR/Branding
41
Feedback
42
DIGITAL TOOLS DIGITAL CULTURE
Euresearch
Stakeholders
43
How to get involved
44
VISIBILITY

PR/BRANDING
MONITORING

FEEDBACK
NETWORKING

COMMUNICATION
PROMOTION OF

NEWS, EVENTS ETC.
45
Homework
Thank you!

TBC
Euresearch Head Office, Bern
12 October 2015 | Anna Jobin
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Social Media: big picture, risks&opportunities, 3 social networks

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Social Media: big picture, risks&opportunities, 3 social networks

  1. 1. Social Media:
 the bigger picture Euresearch Head Office, Bern 12 October 2015 | Anna Jobin
  2. 2. Research
 Higher Ed IT Information management Sociology
 Science of society Social web Social networks
  3. 3. 3 How did we get here?
  4. 4. 4 digital calculation +
 communication infrastructure
  5. 5. 5 Calculation
  6. 6. 6 Communication
  7. 7. 7 Information and
 communication
 technologies (ICT)
  8. 8. 8
  9. 9. 9
  10. 10. 10
  11. 11. https://twitter.com/cap0w/status/431176293590106112/photo/1 11 Antisocial?
  12. 12. Source: unknown 12
  13. 13. https://www.uoc.edu/portal/en/sala-de-premsa/actualitat/
 entrevistes/2011/manuel_castells.html « Nobody who is on social networks everyday (and this is true for some 700 million of the 1,200 million social network users) is still the same person. It's an online/ offline interaction, not an esoteric virtual world. » 13
  14. 14. Personal vs. professional 14
  15. 15. 15 The strength of weak ties Title: M.Granovetter, AJoS 1973; Fig: P.Baran, RAND, 1964
  16. 16. http://www.w3.org/2005/Incubator/socialweb/wiki/
 images/9/9c/Simondseconoart-small.png 16 Walled gardens
  17. 17. Social software hype cycle: Gartner (2013) 17
  18. 18. 18 DIGITAL TOOLS DIGITAL CULTURE Euresearch Stakeholders
  19. 19. 19 Advantages / Disadvantages
  20. 20. Social Media:
 risks & potentials
  21. 21. Risks & responsibilities 21
  22. 22. Unfair competition? Protected content Authorship? Right to own image? Copyright? O.Staffelbach, C.Keller (Hrsg.): Social Media und Recht für Unternehmen.
 Zürich: Schulthess, 2015. Rz. 2.6 (own translation) 22
  23. 23. Protected content? If no: USE OK Yes: Legally relevant? If no: USE OK Yes: Permission? If yes: USE OK No: Other justified use? If yes: USE OK No: USE NOT OK O.Staffelbach, C.Keller (Hrsg.): Social Media und Recht für Unternehmen.
 Zürich: Schulthess, 2015. Rz. 2.8 (own translation) 23
  24. 24. Accenture (2014) 24
  25. 25. Accenture (2014) 25
  26. 26. Accenture (2014) 26
  27. 27. J.Owyang, Altimeter (2010) 27
  28. 28. Monitoring Visibility Promotion Feedback Efficiency Network PR/Branding Sales 28
  29. 29. 29 DIGITAL TOOLS DIGITAL CULTURE Euresearch Stakeholders
  30. 30. 30 Self-evaluation
  31. 31. Social Media:
 3 platforms
  32. 32. VIDEO 32
  33. 33. 33
  34. 34. Monitoring Visibility Promotion Efficiency Network PR/Branding 34 Feedback
  35. 35. http://www.socialbakers.com/blog/
 2335-facebook-video-is-now-bigger-than-youtube-for-brands 35
  36. 36. http://www.socialbakers.com/blog/
 2335-facebook-video-is-now-bigger-than-youtube-for-brands 36
  37. 37. Monitoring Visibility Promotion Efficiency Network PR/Branding 37 Feedback
  38. 38. 38
  39. 39. Monitoring Visibility Promotion Efficiency Network PR/Branding 39 Feedback
  40. 40. 40
  41. 41. Monitoring Visibility Promotion Efficiency Network PR/Branding 41 Feedback
  42. 42. 42 DIGITAL TOOLS DIGITAL CULTURE Euresearch Stakeholders
  43. 43. 43 How to get involved
  44. 44. 44 VISIBILITY
 PR/BRANDING MONITORING
 FEEDBACK NETWORKING
 COMMUNICATION PROMOTION OF
 NEWS, EVENTS ETC.
  45. 45. 45 Homework
  46. 46. Thank you!
 TBC Euresearch Head Office, Bern 12 October 2015 | Anna Jobin

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