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Getting (Yahoo) Serious About Social Media


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In this presentation, Dr. Nick Bowman - social media expert and assistant professor in the Department of Communication Studies at West Virginia University - discusses the basics of social media careers. These notes are part of a guest lecture delivered to students at the University of Kentucky on 05 March 2013.

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Getting (Yahoo) Serious About Social Media

  1. 1. Guest Lecture - University of KentuckyND Bowman, Ph.D.GETTING (YAHOO) SERIOUSABOUT SOCIAL MEDIA
  2. 2. TODAY’S OBJECTIVES• Social media, what is it?• Social media careers• Social media and You
  3. 3. SOCIAL MEDIA, WHAT IS IT?• Discussed as “public displays of connection” (Donath & boyd, 2004)• Defined (Kaplan & Haenlein, 2010) as: – Internet-based applications – Based on Web2.0 – Generation and exchange of user- generated content
  4. 4. SOCIAL MEDIA, WHAT IS IT?Internet-Based… …Web2.0… …with UGC• Social • Interacting with • Not just technology as a content, rather creating, but base than receiving sharing it• Shared Space it. around! • Create + Collaborate
  6. 6. SOCIAL MEDIA CAREERS• In general, we’re in the Age of Information• No “One” career, but: “I think it’s a great time to find a job in social media. Every brand“[Employers are] and company wants to have alooking for people who strong social presence, so there areknow how to create “Its not tied necessarily to one endless opportunities.” ~ Hayleyonline buzz.” ~ Carol particular industry. The keyword Saltzman, social media editor atTice, Aol Jobs growth for social media is really Seventeen occurring across sectors.” ~ Michael Werch,
  7. 7. SOCIAL MEDIA CAREERS1. Communication2. Collaboration3. Education4. EntertainmentAll geared at supportingCONVERSATON
  8. 8. SOCIAL MEDIA CAREERS• Consider the notion of branding, or “the process through which products obtain some kind of value Brand: Salience + Image
  9. 9. SOCIAL MEDIA CAREERS1. Social media is about enabling conversations among your market2. You cannot (should not?) control conversations, but you can influence them3. Influence is the bedrock of an “economically- viable” relationship (think social capital)
  10. 10. SOCIAL MEDIA AND YOU• boyd (2007) and Public Appearance
  11. 11. SOCIAL MEDIA AND YOU• boyd (2007) and Public boyd’s tips: Appearances 1. Create a public Internet identity – How do we keep folks out? 2. Say NO! to Facebook’s public search option – Can we keep folks out? 3. Expect unexpected audiences 4. Write blog comments as though you’re writing your own blog – Do we want to keep folks 5. Treat video and audio just like text out?
  12. 12. SOCIAL MEDIA AND YOU• Social media is a shared space of technologies for connection• Data is not stolen, it is shared (often whether you know it or not)
  13. 13. MORE QUESTIONS? Nicholas David Bowman, PhD
  14. 14. REFERENCES• Carter, T. (December 5, 2012). Is social media marketing a game or serious business? Retrieved from: business-0349793• Donath, J., & boyd, d. (2004). Public displays of connection. BT Technology Journal, 22(4), 71-82.• Grant, A. (2010, December 28). Rise in social media jobs means opportunity. US News and World Report. Retrieved from: opportunity-for-job-seekers• Her Campus (2012, September 17). A guide to careers in social media. USA Today – College. Retrieved from:• Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenge and opportunities of Social Media. Business Horizons, 53, 59-68.• Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54, 241-251.• Safko, L. & Brake, D. K. (2009). The social media bible. Hoboken, NJ: Wiley & Sons.• Tice, C. (2010, May 2). Emerging social media jobs. Aol Jobs. Retrieved from: