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Twitter Talk: Challenging "Social"

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Keynote at SSWoot (Search and Social Woot)

Published in: Technology

Twitter Talk: Challenging "Social"

  1. 1. Twitter Talk: Challenging “Social”<br />
  2. 2. “Social Media”<br />
  3. 3. What Would You Tell Your Friends About Twitter - Positive<br />
  4. 4. How I Use Twitter – Sep 2010<br />
  5. 5.
  6. 6. Q: How Do People Use Twitter?<br />
  7. 7. A: How Do People Use The Telephone?<br />
  8. 8. Gossip<br />
  9. 9. Family, friends: connection<br />
  10. 10. Emergency<br />
  11. 11. Sales<br />
  12. 12. Support<br />
  13. 13. 4 Examples<br />
  14. 14. Branding<br />
  15. 15. Crisis <br />
  16. 16. B2C<br />
  17. 17. Auto-Curation<br />
  18. 18. My AdAge Rant<br />
  19. 19. “Social” As Response To “Mass” Media<br />
  20. 20. How Are They Different?<br />
  21. 21. Twitter vFacebookvLinkedIn<br />
  22. 22. Who Uses Twitter?<br />Only 7 percent US population (17M)<br />More than 3x more likely to follow brands <br />18% Tweet >1 per day<br />Slightly more women than men (53%)<br />Self-identify as innovators (19%) and early adopters (25%)<br />Prefer Internet to TV<br />
  23. 23. We’re Opinionated … and Literate<br />72 percent publish blog posts at least monthly<br />70 percent comment on blogs<br />61 percent write at least one product review monthly<br />61 percent comment on news sites<br />
  24. 24. What, Then, Of Twitter Talk?<br />
  25. 25. Think Personal<br />
  26. 26. “[P]eoplerarely act on mass-media information unless it is also transmitted through personal ties” (1973, Granovetter)<br />
  27. 27. “Social” ties > “Community Affairs” ties > “Business-Professional” ties(1978, Granovetter)<br />
  28. 28. Faster. Better. Cheaper.<br />
  29. 29. uwtwitterbook.com<br />
  30. 30. Credits<br />Kathy E. Gill, @kegill or kegill@uw.edu<br />License: CC, share-and-share alike, non-commercial, attribution<br />
  31. 31. Flickr Images CC:<br />Clock: http://www.flickr.com/photos/laffy4k/367822192/<br />Phone: http://www.flickr.com/photos/splorp/64027565/<br />Pelican: http://www.flickr.com/photos/digitalart/2238037028<br />Women laughing: http://www.flickr.com/photos/wazari/2974672262/<br />Emergency: http://www.flickr.com/photos/msvg/4433428957/<br />Money: :http://www.flickr.com/photos/dborman2/3290560161/in/photostream/<br />Customer Service: http://www.flickr.com/photos/phildowsing/2366519926/<br />

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