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Social Media is a Red Bike

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An attempt to define social media without reference to specific tactics or examples.

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Social Media is a Red Bike

  1. 1. Social Media is a red bike.<br />
  2. 2. The phrase is not…….<br />Socialmedia<br />Social-Media<br />Social & Media<br />
  3. 3. We’ve got an …….<br />adjective describing a noun.<br />
  4. 4. Social qualifies media.<br />
  5. 5. So now we have 2 questions.<br />
  6. 6. What is media?<br />What is social?<br />
  7. 7. Media is …<br />the plural of medium.<br />It is used in art <br /> anatomy entomology ancient history communications<br />
  8. 8. Businesses care most about communication.<br />
  9. 9. Business communication … <br />is intended to convey a message. <br />We have lots of things to talk about news stories<br /> helpful hints<br /> announcements<br /> purpose and values<br />
  10. 10. Messages need a container to work. <br />
  11. 11. Media carry messages. <br />
  12. 12. Since media is plural…<br />there must be different vehicles. <br />We often think and plan broadcast online <br /> social<br /> print <br /> pr<br />
  13. 13. Each medium has its own role and rules. <br />
  14. 14. Businesses have a purpose, so …<br />we use media to achieve objectives. <br />We often think of a funnel<br /> awareness interest purchase<br /> loyalty<br />recommend<br />
  15. 15. No medium fits all purposes. <br />
  16. 16. Media have constraints, so …<br />we choose based on leverage. <br />We often look at media in terms of effectiveness<br /> efficiency reach<br /> control<br />response<br />
  17. 17. Social media can’t be broadcast media. <br />
  18. 18. The adjective sets the stage.<br />
  19. 19. Now to the word “social.”<br />
  20. 20. Social is …<br />a category for types of activities.<br />It can relate to society<br /> sharing welfare experiences relationships<br />
  21. 21. Social suggests human interaction.<br />
  22. 22. People interact …<br />to share ideas and experiences. <br />These often consist of news<br /> opinions<br /> complaints<br /> announcements recommendations<br />
  23. 23. Putting the two ideas on the same page<br />Social: Human interaction<br />Media: Vehicles to carry messages<br />
  24. 24. Social Media:<br />Tools to facilitate conveying a message<br />via human interaction. <br />
  25. 25. “Tools” because that is what media are. <br />
  26. 26. “Facilitate” because it must have a purpose. <br />
  27. 27. “Conveying” because it is shared, not shouted.<br />
  28. 28. “Message” because it is (might be) relevant. <br />
  29. 29. “Human” because it is about people.<br />
  30. 30. “Interaction” because it is at least two-way.<br />
  31. 31. There are serious implications in all of this. <br />
  32. 32. We are all naked in here. <br />
  33. 33. Messages have the half-life of a gnat.<br />
  34. 34. Interaction trumps message every time.<br />
  35. 35. Messages and interactions can’t be controlled. <br />
  36. 36. Business is only a bit player in Social Media.<br />
  37. 37. It is not a silver bullet. <br />
  38. 38. Two questions to think about:<br />
  39. 39. What do you need that people can help with?<br />
  40. 40. What do you know that would help people? <br />
  41. 41. Why the strange title? <br />
  42. 42. Bikes are vehicles too. <br />
  43. 43. A bike carries me around…<br />depending on my mood. <br />I own a …. road bike<br />touring bike mountain bike<br />single speed (building it)<br />red bike<br />
  44. 44. The road bike is for lots of miles at max efficiency. <br />Think the reach of broadcast media.<br />
  45. 45. The mountain bike is for specific, niche rides. <br />Think the targeting of print media.<br />
  46. 46. However, if I want to talk with neighbors I ride this: <br />
  47. 47. So, social media is a red bike.<br />
  48. 48. Who put these thoughts together?<br />Anthony Power<br />Strategy and Solutions<br />@apowerpoint<br />apowerpoint.blogspot.com <br />

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