- Managers now act as curators and designers who participate in and share control of socially mediated initiatives rather than being the sole voice of the brand. - Blogging involves writing blog posts in reverse chronological order that can include links, images, and video, while microblogging like Twitter involves exchanging short updates and links. - Twitter can be used to inform others, engage in conversations through replies and mentions, and filter information using hashtags. Other features like lists and direct messages also allow filtering and private communication.

1. @drkellypage!/drkellypage!
Socially Mediated Practices
Being Social By Design
1.4 Class Socially Mediated Practices

2. @drkellypage!/drkellypage!
“Managers who used to be the custodian of the
brand, the voice and message are now …"
"
Curators and Designers"
"
Participating in and sharing the control of
socially mediated initiatives."
"
--- @drkellypage

3. @drkellypage!/drkellypage!
PRACTICE
Blogging & Microblogging

4. @drkellypage!/drkellypage!
Blogging & Microblogging
• A blog is a web-based publishing social technology populated with regular
entries of hypermedia content (links, graphics or video) displayed in reverse
chronological order. When enabled, can mediate network commentary and
conversation. To create and publish a blog post is known as the practice of
blogging (Page, 2014).
• A micro-blog, originally known as tumblogs, is smaller than a blog in both
actual and aggregate file size and appear in reverse chronological order on
the users profile in their microblog stream. Users exchange small elements of
content such as short sentences and links to web pages, video and/or images
quickly and socially (Kaplan and Haenlein, 2011).

5. @drkellypage!/drkellypage!

6. @drkellypage!/drkellypage!

7. @drkellypage!/drkellypage!
Blogging Platforms

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Class Wordpress Blog
• Web address: http://smpstgallen.wordpress.com
• Password: smpstgallen

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Class Wordpress Blog [Dashboard]
• Web address: http://smpstgallen.wordpress.com
• Password: smpstgallen

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Blogging Guide
• Blogging: Writing for people to read and search engines
to find.
• Important blog post features:
– Blog post title
– Keywords in content, title and labels/tags
– Labels/tags to categorize/organize content organically
– Hyperlinks (internal/external) throughout the content of a blog
post
– Appropriate use of images and/or multimedia content
– Writing composition i.e., voice and style.
See full guide on the class blog:
http://smpstgallen.wordpress.com/2014/07/02/reading-a-
guide-to-blogging/

11. @drkellypage!/drkellypage!
ACTIVITY
Author Bio

12. @drkellypage!/drkellypage!
Blog Post 1: Author Bio (In-class)
• Write a 200-300 words bio for yourself.
• Insert a link from your bio to your LinkedIn and
Twitter accounts
• Insert a photograph of yourself.
• Tick the category: Contributor

13. @drkellypage!/drkellypage!
- Microblogging -
• Two types of microblogging are discussed:
– Enterprise microblogging (EMB).
– Public microblogging (PMB)
• These differ in their openness or
structural boundaries of network reach.
• The appropriation and use of EMB in a strict organizational context
inspires difference as its use is structured by the usage needs for
workplace tasks and by a closed shared group context (Reiner, 2010).
• This structural difference impacts differences in communication approach
and motives for use of EMB and PMB.
• Naaman et al., (2010) reports communication genres through:
• The popular PMB service Twitter, are more egocentric and leisure-focused than the
style adopted in an EMB context.
• EMB suffers much less egocentricity and more orientation towards the needs of others
than needs of self identified.

14. @drkellypage!/drkellypage!
Microblog -
Twitter.com
Yammer.com

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@Twitter -
• Existing Twitter research focuses
mainly on:
– Describing the phenomenon (Barnes &
Böhringer 2009; Huberman et al. 2009;
Kris hnamurthy et al. 2008)
– Categorising it's general usage. For
example, Java et al. (2007) found four
meta-categories of Twitter usage
• These results report that informing
behaviour accounts for a significant
proportion of Twitter activity and
could explain
• Twitter emerging as a new form of
public relations and professional
communications activity (Xifra and
Grau, 2010).
@drkellypage

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“Communication and information
sharing practices” with, through
and about @Twitter.com

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i). Learning to Communicate &
Share with @Twitter

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Twitter.com

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Twitter Language
• Tweet: A content update or post of Twitter
• @username: creates a link to that user account in your post.
• Followers/Following = connections on Twitter
• @mentions: when another account posts a Tweet mentioning your
@account in the tweet
• Reply: A direct reply to a @Tweet or @mention and means to engage in
conversation
• RT: Retweet is to forward someone else’s post in a new update. It is like
“forwarding an email” to someone else. Give them credit by adding
their @username
• DM, Direct Message = send someone a private message. Need to be
following each other.
• Lists: Lists of Twitter accounts for information filtering

20. @drkellypage!/drkellypage!
So … let’s have a play …

21. @drkellypage!/drkellypage!
ii) Engaging with and
through @Twitter

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Conversation is key …
Reply: A direct reply to a @Tweet or @mention and means
to engage in conversation
RT: Retweet is to forward someone else’s post in a new
update. It is like “forwarding an email” to someone else.
Give them credit by adding their @username
[Interactions | Mentions ]

23. @drkellypage!/drkellypage!
So … let’s have a
conversation @mention…

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iii) Filtering Information
with and through @Twitter

25. @drkellypage!/drkellypage!
The #hashtag
#: hashtag is a digital marker in Twitter. They can
help organize tweets into lists.
Adding hashtags to tweet content can also help
amplify its visibility beyond those that are following
you. (E.g., #smpstgallen)

26. @drkellypage!/drkellypage!
@Twitter #hashtags

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@Twitter #hashtags

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@Twitter ‘event’ #hashtags
Make sure your
#hashtags are unique
‘class’
#smpstgallen
‘event accronym’
#IEMBA2014
Ensure everyone
knows it

29. @drkellypage!/drkellypage!
So … let’s create and use a
#hashtag …"
"
#SMPStGallen

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iv) Capturing Information
with and through @Twitter

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v) Filtering Peeps &
Conversations with and
through @Twitter

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Twitter Lists
Lists: Lists of Twitter accounts for
information filtering

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@Twitter Lists @SMPStGallen

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So … let’s #create a list;
#subscribe to a list and become
a #member of a list …"
"
Example List = SMPStGallen

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vi) Managing Information &
Time with and through
@Twitter

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Services
for
@Twitter

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Capture @Tweets = #hashtags /
keywords
Free:
http://searchhash.com/
Paid (MAC)
http://
clickontyler.com/
incoming/

38. @drkellypage!/drkellypage!
Capture & Share @TwitterStories
http://storify.com/

39. @drkellypage!/drkellypage!
ACTIVITY
Tweeting

40. @drkellypage!/drkellypage!
Twitter: #SMPStGallen (In-class)
• Post a Tweet to Twitter with a photo of your gift with
the hashtag #SMPStGallen #designthinking
• Follow a member of the class
• RT a tweet from a member of class
• Create your own or Follow the class list
• Set-up your bio and profile image after class

41. @drkellypage!/drkellypage!
THANK YOU J