Using Social Media to Communicate


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

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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>