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The media is inherently we have the tools and technology to talk back. I discuss the media's evolution to social media (citizen journalism, etc.), different types of media/marketing, and the importance of creating//curating content.

Published in: Education, Business, Technology

  1. 1. Social. Media. what does it mean…to you?
  2. 2. Media… Definition: Tools used to store or deliver information or data.
  3. 3. Social. Media is… • The collective of online communications channels dedicated to: • community-based input • interaction • content-sharing • collaboration source:
  4. 4. How did we get here? (nobody’s supposed to be here) - Deborah Cox
  5. 5. “If you don’t like the news…go out and make some of your own.” - Wes “Scoop” Nisker author, comedian, and Buddhist meditation instructor
  6. 6. Social. Media. Technology: “The internet is the first medium owned by the audience, the first medium to give the audience a voice.” – @jeffjarvis, blogger & author
  7. 7. “Tools and technology are not an improvement to modern society, they are a challenge to it.” – Clay Shirky …why? People care about the communication that the technology enables…NOT the technology itself.
  8. 8. Social. Media. Citizen journalism: “When the people formerly known as the audience employ the press tools they have in their possession to inform one another.” – @jayrosen_nyu • Content no longer needs to pass through gatekeepers.
  9. 9. Social. Media. Participatory Culture + Collaboration = Community
  10. 10. “Media organizations used to have exclusivity in distributing breaking news… but this competitive advantage has been eliminated with the rise of social media.” Source: Ludovic Blecher, Nieman Reports
  11. 11. When journalism by the people began to flourish: • Abraham Zapruder filmed the assassination of JFK with a home-movie camera. He is sometimes regarded as an ancestor to citizen journalism. (source: wikipedia)
  12. 12. Other examples in history… • Arab spring • Hudson river landing • Boston Marathon bombing
  13. 13. News Media evolved to become a… Collaboration//Partnership
  14. 14. The Media has always been social …but today we have the tools and technologies to talk back. This is not a fad. It’s here to stay.
  15. 15. The strength of the medium: Allows you to: • Be yourself. • Tell your story. • Broadcast your unique, personal view of the world.
  16. 16. The evolution of the web • The web was originally built to link static documents together (left). • But evolved to incorporate social media (center). • Now we see a web built around people, where their profiles and content are moving with them as they visit different websites (right) -Source: the-real-life-social-network
  17. 17. What’s in a Name? • The term “social media” is likely to lose meaning as the social aspect of the web becomes increasingly taken for granted.
  18. 18. What does this mean? • Some of the most compelling content comes from non-journalists. • We’re all Zapruders now (but that doesn’t make us all journalists) (source: conscientous)
  19. 19. Is traditional media keeping up? • Traditional media are struggling with how to integrate social media into news coverage. • Reporters sometimes wrongly trust social media information or fail to verify social media sources or facts. • Traditional media runs the risk of becoming redundant and irrelevant if they don’t keep up. Source: @theprcoach
  20. 20. Social. Media …is a new perspective NOT just a new channel. This perspective is about: –Pursuing relationships. –Seeking more meaning. –Building communities that cultivate human connection.
  21. 21. Types of Media/Marketing 1. Shout 2. Algorithm 3. Empathy/Connection
  22. 22. 1. Shout Media/Marketing: “Shout. Shout. let it all out. These are the things we can do without. - Tears for Fears • Examples: TV, Radio, Print. • The loudest voices (the bully’s way) do NOT win.
  23. 23. Shout Media/Marketing: • Platforms where we hardly knew anything about the viewers/audience. We didn’t know if it resonated. • The audience didn’t have a choice as to what type of media they consumed if they wanted to stay informed.
  24. 24. Shouting is yesterday’s news (literally).
  25. 25. Source: The NYTimes Bits Blog
  26. 26. “The evolution from a broadcasting view of the world to a conversational view will not be neat and clean. But its inherent messiness will open communications in ways that will benefit everyone, assuming its done correctly.” - Dan Gillmor
  27. 27. Algorithm Marketing • Tailored news that comes via: – Your Google searches – The content you consume (videos, blogs, etc.) • The web understands you. it delivers ads that you’d want to consume (e.g, Amazon, Netflix, etc).
  28. 28. Empathy/Connection Media + Marketing Photo credit: Media Rise Festival Customer-driven messaging that focuses on: • Meaning • Humanity • Relevancy
  29. 29. Focus on the future:
  30. 30. Core Principles: No matter which tools and technologies we embrace, we must maintain: 1. Fairness 2. Accuracy 3. Thoroughness 4. Common Sense (duh!)
  31. 31. q LinkedIn is for people you know. Facebook is for people you used to know. Twitter is for people you want to know. *when using social media for personal use.
  32. 32. Why LinkedIn? They keep it strictly business: “Counter to the never-ending selfies on Instagram, food porn on Pinterest, messy drama and rants on Facebook, the tone and presentation of LinkedIn maintains a rare social media decorum and professionalism…” -Source:
  33. 33. Why Facebook • 900 Million Active Users • 50% of the internet users are on facebook • More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Opportunity to: engage in relevant conversations build a community in a niche market. Create connections with customers that inspires around your brand//business. Listen
  34. 34. Facebook Tagging • Stop the Spam Mentality – Spamming the timeline of your Facebook friends should not be your core objective. Instead think about creating and enhancing a conversation. Source: • Ask yourself: “What’s in it for the person being tagged?” • Use Privacy Settings – Control what Facebook tags appear on your timeline
  35. 35. The word 'listen' contains the same letters as the word 'silent.' - Alfred Brendel Tip: Listen and read twice as much as you post.
  36. 36. Case Study: • Grew a Facebook community of +1300 Army leaders • Over 20,000 downloads of the app • Ranked in the Top 100 apps in Productivity in iTunes store • Community inspires us to listen to our customers + continue to build a better product.
  37. 37. Facebook Mobile  650 million active users accessing Facebook through their mobile device  Download Pages App  People check their account 14x a day on average
  38. 38. Why Twitter? • Be more informed • Find valuable sources of information + inspiration • 25% of active Twitter users follow and interact with companies, brands or products on social networks. • Meet other like-minded people w/ shared interests • Twitter is a natural “companion medium” to other media channels - in particular, as an accompaniment to live TV. • If you run a business, Twitter gives you the opportunity to do less marketing but make more of an impact. • Micro-blogging = you are the news.
  39. 39. Why Google+ • It’s about relevant content • Social proof improves search engine performance. – The +1 button is social proof of what people find valuable as they use the web. Source: Jeff Bullas
  40. 40. “Google is not a rival to Facebook. It’s a way of collecting the relationship data needed to further their work on semantic search.” – Ray Hiltz
  41. 41. ….is an “identity engine.” “Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.” – Eric Schmidt executive chairman at Google
  42. 42. Content Curation Content curation: The art and science of finding + sharing quality content on a specific topic. Curation helps you build an audience. source: Jay Baer’s blog
  43. 43. Content Creation Reasons to Create Original, High-Quality Content: • It’s the holistic approach to marketing. • More cost-effective than advertising. • Makes it easier to be found in search. • A blog with consistent content helps you survive in today’s environment.
  44. 44. Questions? Visit: Email: jessica {at} jessica ann media dot com (no spaces) Twitter: @itsjessicann Google+: Jessica Ann
  45. 45. Images courtesy of