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Social Media: What, Why and How?

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Slides from a guest lecture I gave to the "Portfolio Strategies" class in the School of Design Strategies at Parsons, on Monday, October 17th, 2011.

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Social Media: What, Why and How?

  1. 1. Social Media: What, Why, and How? Cynthia LawsonAssistant Professor, School of Design Strategies@cynthialawsonOctober 17, 2011
  2. 2. Social media?
  3. 3. Web 1.0
  4. 4. Web 1.0 1st webpage, August 6, 1991, by Tim Berners-Lee
  5. 5. The New School’s website, 1996, courtesy of the WayBack Machine
  6. 6. Web 2.0
  7. 7. Web 1.0 DoubleClick --> Ofoto --> Akamai --> mp3.com --> Britannica Online --> personal websites --> evite --> domain name speculation --> page views --> screen scraping --> publishing -->content management systems --> directories (taxonomy) --> stickiness -->from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005
  8. 8. Web 1.0 Web 2.0 DoubleClick --> Google AdSense Ofoto --> Flickr Akamai --> BitTorrent mp3.com --> Napster Britannica Online --> Wikipedia personal websites --> blogging evite --> upcoming.org and EVDB domain name --> search engine optimization speculation page views --> cost per click screen scraping --> web services publishing --> participationcontent management --> wikis systemsdirectories (taxonomy) --> tagging ("folksonomy") stickiness --> syndication from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005
  9. 9. Web 1.0 Web 2.0 DoubleClick --> Google AdSense Ofoto --> Flickr Akamai --> BitTorrent mp3.com --> Napster Britannica Online --> Wikipedia personal websites --> blogging evite --> upcoming.org and EVDB domain name --> search engine optimization speculation page views --> cost per click screen scraping --> web services publishing --> participationcontent management --> wikis systemsdirectories (taxonomy) --> tagging ("folksonomy") stickiness --> syndication from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005
  10. 10. Web 1.0 Web 2.0 DoubleClick --> Google AdSense Ofoto --> Flickr Akamai --> BitTorrent mp3.com --> Napster Britannica Online --> Wikipedia personal websites --> blogging evite --> upcoming.org and EVDB domain name --> search engine optimization speculation page views --> cost per click screen scraping --> web services publishing --> participationcontent management --> wikis systemsdirectories (taxonomy) --> tagging ("folksonomy") stickiness --> syndication from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005
  11. 11. Web 1.0 Web 2.0 DoubleClick --> Google AdSense Ofoto --> Flickr Akamai --> BitTorrent mp3.com --> Napster Britannica Online --> Wikipedia personal websites --> blogging evite --> upcoming.org and EVDB domain name --> search engine optimization speculation page views --> cost per click screen scraping --> web services publishing --> participationcontent management --> wikis systemsdirectories (taxonomy) --> tagging ("folksonomy") stickiness --> syndication from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005
  12. 12. Web 1.0 Web 2.0 DoubleClick --> Google AdSense Ofoto --> Flickr Akamai --> BitTorrent mp3.com --> Napster Britannica Online --> Wikipedia personal websites --> blogging evite --> upcoming.org and EVDB domain name --> search engine optimization speculation page views --> cost per click screen scraping --> web services publishing --> participationcontent management --> wikis systemsdirectories (taxonomy) --> tagging ("folksonomy") stickiness --> syndication from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005
  13. 13. Video: “Flash Mob Gone Wrong by Tom Scott Ep 77” http://youtu.be/RyMdOT8YJgY
  14. 14. by flickr.com/photos/stabilo-boss
  15. 15. Web 1.0 Web 2.0 DoubleClick --> Google AdSense Ofoto --> Flickr Akamai --> BitTorrent mp3.com --> Napster Britannica Online --> Wikipedia personal websites --> blogging evite --> upcoming.org and EVDB domain name --> search engine optimization speculation page views --> cost per click screen scraping --> web services publishing --> participationcontent management --> wikis systemsdirectories (taxonomy) --> tagging ("folksonomy") stickiness --> syndication from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005
  16. 16. from The New Yorker online
  17. 17. from The New Yorker online
  18. 18. from http://www.uusc.org
  19. 19. from http://www.uusc.org
  20. 20. by Flickr user Marc_Smith, October 8, 2011
  21. 21. #occupywallst by Flickr user Marc_Smith, October 8, 2011
  22. 22. #occupywallst by Flickr user Marc_Smith, October 8, 2011
  23. 23. budget, National Endowment for the Arts $154,000,000
  24. 24. budget, National Endowment for the Arts raised by artists themselves $154,000,000 $100,000,000
  25. 25. budget, National Endowment for the Arts raised by artists themselves $154,000,000 $100,000,000
  26. 26. Portfolio strategies?
  27. 27. (pardon their “french”)
  28. 28. Video: “Social Media Guru”http://youtu.be/ZKCdexz5RQ8
  29. 29. Truths1. Every business should know about social media by @markhamnolan
  30. 30. Truths1. Every business should know about social media2. Setting up a blog ≠ social media by @markhamnolan
  31. 31. Truths1. Every business should know about social media2. Setting up a blog ≠ social media3. Guru or D.I.Y?
  32. 32. 2,255,091,480 worldometers.info
  33. 33. Internet users globally 2,255,091,480 worldometers.info
  34. 34. 1,523,980 worldometers.info
  35. 35. Blog posts written today 1,523,980 worldometers.info
  36. 36. 80,500,723+ worldometers.info
  37. 37. Tweets sent today 80,500,723+ worldometers.info
  38. 38. 1,352,312,445+ worldometers.info
  39. 39. Google searches today 1,352,312,445+ worldometers.info
  40. 40. How?
  41. 41. public vs. private
  42. 42. http://about.me/thinthia
  43. 43. blogging
  44. 44. http://gothamist.com
  45. 45. WPFolio by Steve Lambert
  46. 46. HTML
  47. 47. http://designmeans.com
  48. 48. Cargo Collective
  49. 49. http://mikiaso.com
  50. 50. PROs CONs • portal to aggregate all • maintain different about.me other social media accounts • free wordpress HTMLCargo Collective
  51. 51. PROs CONs • portal to aggregate all • maintain different about.me other social media accounts • free • open-source • server space wordpress community • back-end hacking • free HTMLCargo Collective
  52. 52. PROs CONs • portal to aggregate all • maintain different about.me other social media accounts • free • open-source • server space wordpress community • back-end hacking • free • truly customize look HTML and feel • coding, coding, coding • freeCargo Collective
  53. 53. PROs CONs • portal to aggregate all • maintain different about.me other social media accounts • free • open-source • server space wordpress community • back-end hacking • free • truly customize look HTML and feel • coding, coding, coding • free • customer serviceCargo Collective • art/design-friendly • subscription fee
  54. 54. combos
  55. 55. http://www.jasonpolan.com/http://jasonpolan.blogspot.com/
  56. 56. twitter
  57. 57. by Brad McCarty, thenextweb.com
  58. 58. twitter1. reader
  59. 59. twitter1. reader 2. retweeter
  60. 60. twitter1. reader 2. retweeter 3. curator*
  61. 61. twitter1. reader 2. retweeter 3. curator* *always cite your sources!
  62. 62. Philosophy1. If consuming, don’t lose criticality
  63. 63. Philosophy1. If consuming, don’t lose criticality2. Make your presence valuable
  64. 64. Philosophy1. If consuming, don’t lose criticality2. Make your presence valuable3. Use tools responsibly (towards you and others)
  65. 65. Philosophy1. If consuming, don’t lose criticality2. Make your presence valuable3. Use tools responsibly (towards you and others)4. Disconnect when you don’t remember what it feels like to walk barefoot on a lawn * *from John Freeman’s Not so Fast, Wall Street Journal, August 21, 2009
  66. 66. Thank you Questions? follow me @cynthialawson

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