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.

New Media, Social Media Background and 1st Principals


Published on

  • Be the first to comment

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:, postrank </li></ul><ul><li>SEO: </li></ul><ul><li>Facebook: </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