Its clear that the standard definition of social media no longer serves us. We are seeing a convergence of marketing, media, public relations, customer service within the social media framework and this has created the need for social media to be embedded across an organisation. But how do you do that when nobody really knows what the social team actually do and the social team thing nobody outside their team really gets it?

1. "TOTO, I'VE A
FEELING WE'RE
NOT IN KANSAS
ANYMORE"
- DOROTHY
WIZARD OF OZ
1939

2. REDEFINING
SOCIAL MEDIA
LINKEDIN -
LOUISEVANSLEVE
LOUISE VANSLEVE
BEEN AROUND THE TRAPS

3. WHY DO ORGANISATIONS NEED TO
REDEFINE SOCIAL MEDIA?

4. THE INTEGRATION OF SOCIAL
MEDIA INTO EXISTING STRUCTURES
AND PROCESSES HAS TAKEN MUCH
LONGER THAN EXPECTED
LINKE AND ZERFASS

5. THE ENGLISH INDUSTRIAL
REVOLUTION IS OFTEN SEEN AS A
TRIGGER FOR THE RISE OF MODERN
MARKETING

6. THE CONSCIOUS AND INTELLIGENT
MANIPULATION OF THE ORGANIZED HABITS
AND OPINIONS OF THE MASSES IS AN
IMPORTANT ELEMENT IN DEMOCRATIC
SOCIETY. THOSE WHO MANIPULATE THIS
UNSEEN MECHANISM OF SOCIETY
CONSTITUTE AN INVISIBLE GOVERNMENT
WHICH IS THE TRUE RULING POWER OF
OUR COUNTRY. WE ARE GOVERNED, OUR
MINDS ARE MOLDED, OUR TASTES FORMED,
AND OUR IDEAS SUGGESTED, LARGELY BY
MEN WE HAVE NEVER HEARD OF…. IT IS
THEY WHO PULL THE WIRES THAT CONTROL
THE PUBLIC MIND.

7. THE "MAD MEN"
ERA OF THE 1960S
WAS A CAMBRIAN
EXPLOSION OF
BRANDS -- FROM
CIGARETTES TO
SOAP -- THAT HAVE
COME TO DEFINE
MODERN
MARKETING.

8. “MUSEUMS AND
GALLERIES WORLDWIDE
INCREASINGLY…[POST]
INSTITUTIONAL
ANNOUNCEMENTS ON
FACEBOOK, TWITTER AND
INSTAGRAM USING A KIND
OF DOUBLESPEAK THAT
MIMICS HUMAN SPEECH
AND PERSONALITY.”
DOROTHY HOWARD

9. COMMUNICATION PROFESSIONALS
HAVE TO ADAPT: “IF YOU DON’T
EMBRACE PR 2.0 OR YOU DON’T
ACT WITH URGENCY, YOUR LACK OF
ENGAGEMENT IS A DISSERVICE TO
YOUR BRAND … THE PUBLIC WANTS
SOCIAL MEDIA. THEY DON’T ACCEPT
ANYTHING LESS. YOUR JOB IS TO
KNOW AND DELIVER THE NEEDED
COMMUNICATION”
LINKE AND ZERFASS

10. DIGITAL
ASSISTANTS
INSTANT
ARTICLES, VIDEO
AND THE
FUTURE OF
NEWS
SEARCH
WHAT WILL CAUSE
THE ACCELERATION
OF SOCIAL MEDIA
STREAMLINING?

11. Can business bots re-engage
people on threads with
sponsored messages?
What team is responsible for
customer service automation
and tone of voice on social
media?
DIGITAL
ASSISTANTS

12. "I'd suggest that links in general have felt weird on
Facebook for a long time,” Herrman
INSTANT ARTICLES, VIDEO
AND THE FUTURE OF
NEWS

13. In July 2016
Facebook had more
than two billion
searches on the
platform every day.
This is only the
beginning of their
play into search.
SEARCH
Facebook is close to
reaching peak ad load
within the News Feed.
This means Facebook
will need to find
additional ad
placements and
revenue streams to
continue growth.

14. Marketing
Social Media.
Its all
converging
here.
Public Relations
Brand
Customer Service
Journalism and Media
Utility eg Search
Automation
Community Engagement

15. INTEGRATION CAN
ONLY COME AFTER
A BASIC
UNDERSTANDING
AND EVEN MAYBE A
TOP-DOWN FOCUS
ON PUTTING
CUSTOMERS FIRST.
- MICHAEL
BRENNAN

16. Social Media huh?
But you've only been around
for a couple of years....
Does your organisation have the expertise?
Is your organisation equipped?
How can the social team start to integrate across
the organisation?
Most importantly...do YOU have the expertise?
Has your organisation defined social media and its
role in the organisation?

17. So how have I redefined Social
Media?
...emergence is a phenomenon whereby larger entities arise
through interactions among smaller or simpler entities such
that the larger entities exhibit properties the
smaller/simpler entities do not exhibit.
The emergence of a multi
disciplinary digital
conversation

18. QUESTIONS?
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