Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Using Social Media to Communicate


Published on

Presentation for the Lithuanian seminar \"Communication Challenges for Universities in the Age of High-Tech\"

Published in: Technology, Business

Using Social Media to Communicate

  1. 1. Using social media to communicate – opportunities and challenges Jesper Laugesen Communications Department
  2. 2. Jesper Laugesen <ul><li>Communications Officer at the University of Copenhagen </li></ul><ul><ul><li>Primarily working with </li></ul></ul><ul><ul><ul><li>Web content (supporting local webmasters) </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Online marketing </li></ul></ul></ul><ul><ul><ul><li>Wikis </li></ul></ul></ul><ul><ul><ul><li>Experiments with social software </li></ul></ul></ul><ul><ul><ul><li>… and more </li></ul></ul></ul>
  3. 3. Agenda <ul><li>Social media – web 2.0 </li></ul><ul><li>What? </li></ul><ul><li>Who? </li></ul><ul><li>Why? </li></ul><ul><li>Where? When? </li></ul>
  4. 4. What is social media? <ul><li>Social media is </li></ul><ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Social Networks </li></ul><ul><li>Podcasts </li></ul><ul><li>RSS </li></ul><ul><li>Mash-ups </li></ul>
  5. 5. But more than that… <ul><li>Social media is </li></ul><ul><li>user-driven </li></ul><ul><li>user-generated </li></ul><ul><li>and/or </li></ul><ul><li>user-centric </li></ul><ul><li>(at least, that’s what the </li></ul><ul><li>user likes to think!) </li></ul>
  6. 6. Changing the focus <ul><li>content  communication </li></ul><ul><li>delivery  dialogue </li></ul><ul><li>producing  participating </li></ul><ul><li>Mass media  Participatory/niche media (one-to-many) (many-to-many / few-to-few) </li></ul>
  7. 8. Source:
  8. 9. Source:
  9. 11. But: Back to the most important person…
  10. 12. It’s all about me <ul><li>My friends </li></ul><ul><li>My family </li></ul><ul><li>My interests </li></ul><ul><li>My studies </li></ul><ul><li>My dog </li></ul><ul><li>My love interest(s) </li></ul><ul><li>… all about me – and </li></ul><ul><li> My relations </li></ul><ul><li>My sharing </li></ul><ul><li>My following </li></ul>
  11. 13. So, what does it mean for YOU? <ul><li>They talk about you. They share links about you. And whatever </li></ul><ul><li>they say, it’s perpertual </li></ul><ul><li>In blogs – everyone can write </li></ul><ul><li>RSS / syndication – everyone can read about it </li></ul><ul><li>Del.ici.ous - sharing favourite web pages </li></ul><ul><li>Wikis - Power of the crowd </li></ul><ul><li>Online Friends - MySpace, Beebo, FaceBook, LinkedIn etc… </li></ul>
  12. 14. Blogs <ul><li>I have no idea what it is they are saying… </li></ul><ul><li>… but they are saying something! </li></ul>
  13. 15. Wikipedia <ul><li>Not only a source of (questionable?) academic references… </li></ul><ul><li>You are there too! </li></ul>
  14. 16. Facebook <ul><li>Here, as well… </li></ul>
  15. 17. Should you join the conversation?
  16. 18. It matters: <ul><li>Social media are tools that </li></ul><ul><ul><li>foster exchange of ideas </li></ul></ul><ul><ul><li>enables and encourages conversations </li></ul></ul><ul><ul><li>allows communities to form </li></ul></ul><ul><li>It’s about people </li></ul><ul><ul><li>Tools that let people share and be found </li></ul></ul><ul><ul><li>Conversations of the Marketplace </li></ul></ul><ul><ul><li>Voices of the People </li></ul></ul><ul><li>They matter because: </li></ul><ul><ul><li>The Trust factor </li></ul></ul><ul><ul><li>Impacts to Google Results </li></ul></ul><ul><ul><li>Rapid Word of Mouth </li></ul></ul><ul><ul><li>Different than Broadcast Marketing </li></ul></ul>
  17. 19. Cornerstones of ’corporate’ participation <ul><li>Authenticity matters, not transparency </li></ul><ul><li>Tell the truth </li></ul><ul><li>Decide on a policy of employee participation (confidentiality, privacy, freedom of speech, rights and obligations) </li></ul><ul><li>Don’t expect them to come to you – go to them </li></ul><ul><li>Participate! </li></ul><ul><li>Try it out… </li></ul><ul><li>No one knows what’s coming </li></ul>
  18. 20. 10-15 years ago… <ul><li>World Wide What? </li></ul><ul><li>Mobile phones were bulky, rare and expensive </li></ul><ul><li>A Sony walkman was state of the art </li></ul><ul><li>CD’s were pretty cool </li></ul><ul><li>WIFI was science fiction </li></ul><ul><li>My Space was a physical location </li></ul><ul><li>Contact across the Atlantic was either by snailmail or painstakingly expensive phone </li></ul>
  19. 21. 1½ years ago… <ul><li>Facebook didn’t exist </li></ul><ul><li>Second Life was all the rage </li></ul><ul><li>The first videoblogs appeared </li></ul><ul><li>Blogs were rather new – and something the cool kids did </li></ul>
  20. 22. Today <ul><li>Social networks rules the web </li></ul><ul><li>DataPortability is ’the thing’ of the moment: Connecting, controlling, sharing, remixing </li></ul><ul><li>’ Lifestream’-services (jaiku, plaxo, etc.) compete for control of the datastreams beyond the social networks </li></ul><ul><li>Identities are a commodity </li></ul><ul><li>More than ever, access is ubiquitous and data perpertual </li></ul>
  21. 23. Tomorrow?
  22. 24. Impact / use of Social Media <ul><li>Recruiting </li></ul><ul><ul><li>Students </li></ul></ul><ul><ul><li>Staff </li></ul></ul><ul><li>Research </li></ul><ul><ul><li>Dissemination of knowledge </li></ul></ul><ul><ul><li>Dialogue with researchers worldwide </li></ul></ul><ul><li>Executive Leadership & Visibility </li></ul><ul><ul><li>Showing the ‘human side’ of rector and/or other leaders </li></ul></ul><ul><li>Branding </li></ul>
  23. 25. Lessons learned <ul><li>People will talk and write about you. Adress the the good as well as the bad </li></ul><ul><li>Communities are the goal – conversations is the means </li></ul><ul><li>If noone else does it, start the conversation yourself </li></ul><ul><li>Social media isn’t a magical solution to all your problems </li></ul><ul><li>Speak the truth - the Internet remembers everything. For a very, very long time. </li></ul><ul><li>Encourage dialogue </li></ul><ul><li>Identify, acknowledge and empower your ambassadors </li></ul>
  24. 26. Lessons learned <ul><li>Tomorrow brings new technology – plan for flexibility </li></ul><ul><li>Have the courage to let go – you can’t control it even if you try </li></ul><ul><li>Social media should be a component of your overall web strategy </li></ul><ul><li>Embrace your first-movers </li></ul><ul><li>Test, try, fail and learn what works in your organisation </li></ul><ul><li>Expect the best, prepare for the worst </li></ul><ul><li>Ensure your policy for participation is clear – and known </li></ul>
  25. 27. University of Copenhagen <ul><li>Encourages and facilitates blogging (Management, faculty and student body alike – at or on independent platforms) </li></ul><ul><li>Management supports trials in new media, be it Second Life, YouTube channels, blogging networks or Facebook groups </li></ul><ul><li>Publishes pod- and vodcasts </li></ul><ul><li>Monitors the Danish blogosphere on a daily basis (we still need to put a decent ’response programme’ in effect, though) </li></ul><ul><li>Converses with the public through blogs, wiki’s and videos </li></ul>
  26. 28. Examples <ul><li>Copenhagen UniVirtual ( ) </li></ul><ul><ul><li>(questions via YouTube, webcasting) </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Syndicating content @ </li></ul></ul><ul><ul><ul><li>Rector and pro-rector (danish) </li></ul></ul></ul><ul><ul><ul><li>Medical Museion </li></ul></ul></ul><ul><ul><ul><li>Danish Arrhythmia Research Centre </li></ul></ul></ul><ul><ul><ul><li>Agri Environmental Policies </li></ul></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Applications, groups, networks </li></ul></ul><ul><li>Podcasts </li></ul><ul><ul><li>Faculty of humanities </li></ul></ul><ul><li>Instant Messaging/chat </li></ul><ul><ul><li>Realtime guidance/councelling of students </li></ul></ul>
  27. 29. What can you do? <ul><li>Encourage blogging </li></ul><ul><ul><li>Host your own </li></ul></ul><ul><ul><li>Or use paid or free services (,, </li></ul></ul><ul><li>Prepare for students, staff and faculty participation in social networks and blogs </li></ul><ul><ul><li>Codes of conduct (may – to some extent – be covered in employees contracts and/or existing policies) </li></ul></ul><ul><li>Encourage your organisation to experiment </li></ul><ul><ul><li>Beware of the gatekeepers and firewallers (but deal with their warnings seriously) </li></ul></ul>
  28. 30. What can you do? <ul><li>Prioritize: </li></ul><ul><li>Podcasts, blogs, wikis are relatively ’mature’ technologies </li></ul><ul><ul><li>(Don’t shy away from these – but remember nothing looks more abandoned than a chronology that hasn’t been updated in months) </li></ul></ul><ul><li>New social networks pops up every day </li></ul><ul><ul><li>(don’t bet all your money on one horse – it may be out of the race tomorrow) </li></ul></ul>
  29. 31. What can you do? <ul><li>Monitor the Internet </li></ul><ul><ul><li>Google is a good place to start </li></ul></ul><ul><ul><li>You also need to monitor </li></ul></ul><ul><ul><ul><li>The social networks </li></ul></ul></ul><ul><ul><ul><li>The blogosphere </li></ul></ul></ul><ul><ul><ul><li>Wikipedia </li></ul></ul></ul><ul><li>If hit by a blog- or facebookstorm </li></ul><ul><ul><li>Be proactive </li></ul></ul><ul><ul><li>Show you care about what ’they’ are saying: </li></ul></ul><ul><ul><ul><li>Reply </li></ul></ul></ul><ul><ul><ul><ul><li>on blogs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>on facebook </li></ul></ul></ul></ul><ul><ul><ul><ul><li>in own and other media </li></ul></ul></ul></ul>
  30. 32. Q & A <ul><li>Contact: </li></ul><ul><li>Jesper Laugesen </li></ul><ul><li>University of Copenhagen </li></ul><ul><li>Nørregade 10 </li></ul><ul><li>DK – 1017 København K </li></ul><ul><li>Mail: [email_address] </li></ul><ul><li>Phone: +45 35 32 42 74 </li></ul><ul><li>Find me online at </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> / </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Københavns Universitet, Kommunikationsafdelingen </li></ul></ul>