This keynote presentation was delivered for “Getting Strategic through Social Media,” Lifelong Learning Programme, Grundtvig, at the Rotterdam Volksuniversiteit, May 25, 2012, Rotterdam, the Netherlands.
The role of communication○ One-way○ Interactive
One-way online communication○ Generally based on a broadcast model (sender to receiver), and is primarily informative in nature○ My research: most communication was one- way
Interactive online communication○ Two-way communication: response and feedback ○ ‘transactional’ interactivity: Gathering information from users ○ ‘coproductive’ interactivity: Encouraging users to respond to the organization and to other users○ My research: little transactional, almost no coproductive
Facebook○ Est. 2004; 900 million users○ My findings: transparent - though superficial - interaction with supporters
Twitter○ Est. 2006; 500 million users○ My findings: mainly used as a broadcasting medium (one- way communication)
Todays participants: social media practices○ studio italia-Rome ○ FB icon; link back to website○ Het Perspectief-Gent ○ "like us!"; Twitter broadcast○ west-street-marketing-London ○ unusual icons; Twitter ratio, RT overload○ Volkshochschulen – Rheinfelden ○ no social media (googled); contact info clear○ EOI Toledo ○ FB (open) group instead of page (alumni & employees)
Recommendations○ Start with a strategy; continue with a strategy ○ where are you now? where do you want to go? where/how will you assess along the way?○ Talk to your users○ Choose platforms carefully and stay updated○ Make web presence holistic