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New Media, Social Media Background and 1st Principals

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New Media, Social Media Background and 1st Principals

  1. 1. Introduction to PR and New Media Introduction to Web 2.0 Session 1
  2. 2. Difference Between Traditional and Alternative New Media <ul><li>“ The medium is the message” </li></ul><ul><li>“ The message of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs” </li></ul><ul><ul><ul><ul><ul><li>Marshall McLuhan, 1964, “Understanding Media” </li></ul></ul></ul></ul></ul>
  3. 3. Difference Between Traditional and Alternative New Media <ul><li>It only took the internet 4 years to capture 50 million users: </li></ul><ul><ul><li>radio - 38 years, </li></ul></ul><ul><ul><li>TV - 18 years, </li></ul></ul><ul><ul><li>PCs - 13 years </li></ul></ul>
  4. 4. What are the ‘New Media’
  5. 5. Top 10 Characteristics Of New Media <ul><li>Two-way communication </li></ul><ul><li>Ease of access to and dissemination of information </li></ul><ul><li>Community </li></ul><ul><li>Social collectivity and cooperation </li></ul><ul><li>Portability and time flexibility (time-shifting), which provide users with freedom over space and time </li></ul><ul><li>Convergence of many different media so that they can carry out more than one function at a time and combine -- as is the case with the cameraphone </li></ul><ul><li>Aggregation of content, which is facilitated by digitization and convergence </li></ul><ul><li>The Long Tail phenomenon </li></ul><ul><li>The closing of the gap between (or the convergence of) producers and consumers of media </li></ul><ul><li>Remix culture which digitization facilitates </li></ul>
  6. 6. The Difference in Summary <ul><li>Traditional Media – shared en masse, one-way, passive </li></ul><ul><li>‘ New Media’ interactive, intimate and involves IT (information technology) </li></ul><ul><li>Audience of New Media: </li></ul><ul><ul><li>Active producers of content and information </li></ul></ul><ul><ul><li>Email, chat, blogs, podcasting, video etc </li></ul></ul>
  7. 7. Impact of New Media on PR
  8. 8. 6 Predicted Effects of New Media <ul><li>1. Our involvement with each other would increase, </li></ul><ul><li>2. Social structures and access to information would decentralize, </li></ul><ul><li>3. “Consumer becomes producer as the public becomes participant role player,&quot; </li></ul><ul><li>4. The media become extensions of our psyches, </li></ul><ul><li>5. “The entire business of man becomes learning and knowing,&quot; </li></ul><ul><li>6. A melting of national borders and the rise of a global village </li></ul>
  9. 9. New Media and PR <ul><li>New Influencers </li></ul><ul><li>Conversation </li></ul><ul><li>Community </li></ul><ul><li>Fewer intermediaries </li></ul><ul><li>Measurement </li></ul>
  10. 10. New Media Available for PR
  11. 11. New Media Platforms For PR
  12. 12. New Media and PR
  13. 13. New Media Platforms For PR
  14. 14. PR + Social Media = Measurable Activity
  15. 15. Top 5 Things To Analyse <ul><li>Engagement </li></ul><ul><li>Audience Segmentation </li></ul><ul><li>Topics & Content </li></ul><ul><li>Resonation </li></ul><ul><li>Tone & Sentiment </li></ul>
  16. 16. <ul><li>Search all social media: Addcitomatic, IceRocket, Yahoo! Pipes, Samepoint, Social Mention </li></ul><ul><li>Twitter searches and metric tools: tweetgrid, Twazzup, trendistic, twitalyzer, tweeteffect, tweetstats, twitturly, tweetvolume, trendpedia </li></ul><ul><li>Blogs: blogsearch.google.com, postrank </li></ul><ul><li>SEO: google.com/insights/search </li></ul><ul><li>Facebook: facebook.com/lexicon/ </li></ul><ul><li>Be sure to also consider searching Flickr, YouTube, Vimeo, Viddler and any other social site you can find! </li></ul>Where To Analyse

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