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How Emerging Digital Media Are Changing Our World: A Conversation for PR Educators

For public relations educators, social media are presenting new challenges. How do we teach our students the new skills required? How can we gain a better understanding of the problems facing organizations today? How can we develop a curriculum to support these areas? During this webinar, participants learned about the challenges and issues facing the profession from Jeff Beringer, Senior Vice President, Dialogue/GolinHarris; Robert French, Instructor, public relations and digital media, Auburn University; and Toby Ward, President, Prescient Digital Media.

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How	
  Social	
  Media/Web	
  2.0	
  	
  
Are	
  Changing	
  Our	
  World	
  
	
  
A	
  Conversa+on	
  for	
  Educators	
  	
  
May	
  1,	
  2009	
  
Today’s	
  Presenters	
  
Robert	
  French	
  
Instructor	
  
Public	
  RelaFons	
  &	
  Digital	
  Media	
  
Auburn	
  University	
  
Department	
  of	
  CommunicaFon	
  and	
  Journalism	
  
	
  
	
  
	
  
	
  
Jeff	
  Beringer	
  
Senior	
  Vice	
  President	
  
Dialogue/GolinHarris	
  
	
  
	
  
	
  
	
  
	
  
	
  
Toby	
  Ward	
  
President	
  
Prescient	
  Digital	
  Media	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
PresentaFon	
  Outline	
  
•  Key	
  QuesFons	
  for	
  Educators	
  
•  Role	
  of	
  Social	
  Media/Web	
  2.0	
  
•  Examples	
  of	
  Social	
  Media/Web	
  2.0	
  
•  Web	
  EvoluFon	
  
•  Web	
  3.0/SemanFc	
  Web	
  Technologies	
  
•  AdopFng	
  Social	
  Media/Web	
  2.0	
  in	
  the	
  Classroom	
  
•  Best	
  PracFces	
  and	
  Tips	
  
•  CriFcal	
  Success	
  Factors	
  
•  Other	
  Voices	
  
•  Final	
  Thoughts	
  
•  QuesFons?	
  
Key	
  QuesFons	
  for	
  Educators	
  
How	
  will	
  we…	
  
•  Equip	
  students	
  to	
  develop	
  important	
  new	
  skills	
  in	
  digital	
  and	
  social	
  media?	
  
•  Lead	
  and	
  interpret	
  important	
  research	
  and	
  develop	
  new	
  models	
  that	
  will	
  
contribute	
  to	
  the	
  growth	
  of	
  digital	
  and	
  social	
  media	
  beyond	
  Web	
  2.0?	
  	
  
•  ‘Teach’	
  students	
  with	
  social	
  and	
  digital	
  media	
  skills	
  and	
  understanding	
  
that	
  surpass	
  our	
  own	
  knowledge?	
  
•  Gain	
  a	
  be^er	
  ‘real-­‐world’	
  understanding	
  of	
  the	
  problems,	
  needs	
  and	
  
issues	
  faced	
  by	
  organizaFons	
  that	
  are	
  making	
  increasing	
  use	
  of	
  digital	
  and	
  
social	
  media?	
  	
  
•  Make	
  be^er	
  use	
  of	
  bloggers	
  and	
  professionals	
  skilled	
  in	
  these	
  areas	
  in	
  the	
  
classroom?	
  
•  Develop	
  curriculum	
  to	
  support	
  these	
  areas?	
  
Role	
  of	
  Social	
  Media/Web	
  2.0	
  
•  Promotes	
  networks	
  of	
  relaFonships	
  
•  Transforms	
  users	
  into	
  publishers	
  
•  Enables	
  discussion,	
  sharing	
  and	
  collaboraFon	
  
•  From	
  one	
  to	
  many	
  à	
  many	
  to	
  many	
  
“We	
  don’t	
  own	
  the	
  news	
  any	
  more”	
  
Examples	
  of	
  Social	
  Media/Web	
  2.0	
  
Type	
  of	
  Web	
  2.0	
   Examples	
  
ConversaFon-­‐enabled	
  publishing	
  plaaorms	
  
Social	
  networks	
  
Social	
  bookmarking	
  
DemocraFzed	
  content	
  networks	
  
Presence	
  networks	
  
Content	
  sharing	
  sites	
  
Virtual	
  networking	
  plaaorms	
  
Web	
  EvoluFon	
  
Web	
  1.0	
   Web	
  2.0	
  
DoubleClick	
   Google	
  AdSense	
  	
  
Ofoto	
   Flickr	
  
Napster	
   BitTorrent	
  
Britannica	
  Online	
   Wikipedia	
  
Personal	
  Web	
  sites	
   Blogging	
  
Publishing	
   ParFcipaFon	
  
CMS	
   Wikis	
  
Directories	
   Tagging	
  	
  
SFckiness	
   SyndicaFon	
  
What’s	
  next?	
  
“[I	
  imagine]	
  an	
  internet	
  that	
  lets	
  individuals	
  organize	
  and	
  share	
  
informa+on	
  anywhere,	
  any+me,	
  with	
  great	
  ease,	
  across	
  mul+ple	
  
web	
  proper+es	
  without	
  tradi+onal	
  boundaries”	
  
-­‐	
  Tim	
  Berners-­‐Lee,	
  inventor	
  of	
  World	
  Wide	
  Web	
  
Web	
  3.0/SemanFc	
  Web	
  Technologies	
  
•  New	
  forms	
  of	
  social	
  media	
  
•  Not	
  a	
  new	
  Web,	
  but	
  an	
  extension	
  of	
  what	
  already	
  exists	
  
ProperFes	
  of	
  Web	
  3.0	
  
•  Enables	
  social	
  applicaFons	
  to	
  “magically	
  
coalesce”	
  
•  Allows	
  people	
  to	
  share	
  and	
  “move	
  seamlessly	
  
through	
  informa+on”	
  
Examples	
  of	
  Web	
  3.0/SemanFc	
  Web	
  Technologies	
  
“The	
  best	
  way	
  to	
  learn	
  social	
  media,	
  is	
  to	
  do	
  it.”	
  
AdopFng	
  Social	
  Media/Web	
  2.0	
  	
  
in	
  the	
  Classroom	
  
To	
  discuss	
  with	
  Robert	
  French	
  classroom	
  Fp/
suggesFons	
  and	
  include	
  in	
  this	
  slide…	
  
Best	
  PracFces	
  and	
  Tips…	
  
The	
  next	
  couple	
  of	
  slides	
  are	
  Best	
  PracFces/Tips	
  I	
  pulled	
  from	
  the	
  informaFon	
  Robert,	
  Toby	
  and	
  Jeff	
  sent	
  us.	
  I	
  
will	
  be	
  happy	
  to	
  re-­‐visit	
  and	
  beef	
  up	
  these	
  slides,	
  but	
  was	
  hoping	
  to	
  connect	
  with	
  them	
  when	
  we	
  send	
  them	
  the	
  
deck	
  for	
  their	
  review	
  and	
  ask	
  them	
  to	
  add	
  whatever	
  content	
  they	
  wish	
  to	
  include,	
  to	
  their	
  respecFve	
  slides.	
  
	
  The	
  following	
  are	
  key	
  consideraFons	
  that	
  new	
  
pracFFoners	
  of	
  social	
  media,	
  as	
  well	
  as	
  those	
  
who	
  are	
  proficient,	
  should	
  keep	
  in	
  mind	
  
Listening	
  
•  IdenFfy	
  the	
  audience	
  
•  Know	
  the	
  audience	
  
•  Know	
  the	
  influencers	
  
•  Remove	
  the	
  reins	
  
Engaging	
  With	
  Others	
  
•  Ensure	
  there	
  is	
  a	
  plan	
  
•  Engage	
  the	
  audience	
  
•  Monitor	
  conversaFons	
  
•  Keep	
  pace	
  with	
  trends	
  and	
  industry	
  best	
  
pracFces	
  
Along	
  the	
  way…	
  
•  Build	
  relaFonships	
  with	
  “influencers”	
  
•  Don’t	
  suffer	
  from	
  “channelism”	
  
•  Measure,	
  measure,	
  measure	
  
•  Beware	
  of	
  echo	
  chamber	
  
CriFcal	
  Success	
  Factors	
  
•  IntegraFng	
  tradiFonal	
  media	
  with	
  social	
  and	
  
digital	
  media	
  
•  Building	
  trust	
  in	
  a	
  virtual	
  world	
  	
  
•  CreaFng	
  measurable	
  models	
  that	
  prove	
  value	
  
and	
  ROI	
  
•  Balancing	
  high	
  tech	
  with	
  high	
  touch	
  
•  CreaFng	
  a	
  role	
  for	
  ‘reverse	
  mentoring’	
  in	
  
organizaFons	
  
Trusted	
  Media	
  Index	
  (TMI	
  
Insert	
  visual	
  from	
  Dialogue’s	
  TMI	
  
Other	
  Voices…	
  
Final	
  Thoughts…	
  
QuesFons?	
  
•  Submit	
  your	
  quesFons	
  via	
  the	
  Q/A	
  
funcFon	
  on	
  Live	
  MeeFng	
  
•  If	
  you	
  want	
  further	
  clarity,	
  ask	
  your	
  
quesFons	
  over	
  the	
  teleconference	
  line	
  
	
  
Thank	
  You!	
  

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How Emerging Digital Media Are Changing Our World: A Conversation for PR Educators

  • 1.   How  Social  Media/Web  2.0     Are  Changing  Our  World     A  Conversa+on  for  Educators     May  1,  2009  
  • 2. Today’s  Presenters   Robert  French   Instructor   Public  RelaFons  &  Digital  Media   Auburn  University   Department  of  CommunicaFon  and  Journalism           Jeff  Beringer   Senior  Vice  President   Dialogue/GolinHarris               Toby  Ward   President   Prescient  Digital  Media                      
  • 3. PresentaFon  Outline   •  Key  QuesFons  for  Educators   •  Role  of  Social  Media/Web  2.0   •  Examples  of  Social  Media/Web  2.0   •  Web  EvoluFon   •  Web  3.0/SemanFc  Web  Technologies   •  AdopFng  Social  Media/Web  2.0  in  the  Classroom   •  Best  PracFces  and  Tips   •  CriFcal  Success  Factors   •  Other  Voices   •  Final  Thoughts   •  QuesFons?  
  • 4. Key  QuesFons  for  Educators   How  will  we…   •  Equip  students  to  develop  important  new  skills  in  digital  and  social  media?   •  Lead  and  interpret  important  research  and  develop  new  models  that  will   contribute  to  the  growth  of  digital  and  social  media  beyond  Web  2.0?     •  ‘Teach’  students  with  social  and  digital  media  skills  and  understanding   that  surpass  our  own  knowledge?   •  Gain  a  be^er  ‘real-­‐world’  understanding  of  the  problems,  needs  and   issues  faced  by  organizaFons  that  are  making  increasing  use  of  digital  and   social  media?     •  Make  be^er  use  of  bloggers  and  professionals  skilled  in  these  areas  in  the   classroom?   •  Develop  curriculum  to  support  these  areas?  
  • 5. Role  of  Social  Media/Web  2.0   •  Promotes  networks  of  relaFonships   •  Transforms  users  into  publishers   •  Enables  discussion,  sharing  and  collaboraFon   •  From  one  to  many  à  many  to  many  
  • 6. “We  don’t  own  the  news  any  more”  
  • 7. Examples  of  Social  Media/Web  2.0   Type  of  Web  2.0   Examples   ConversaFon-­‐enabled  publishing  plaaorms   Social  networks   Social  bookmarking   DemocraFzed  content  networks   Presence  networks   Content  sharing  sites   Virtual  networking  plaaorms  
  • 8. Web  EvoluFon   Web  1.0   Web  2.0   DoubleClick   Google  AdSense     Ofoto   Flickr   Napster   BitTorrent   Britannica  Online   Wikipedia   Personal  Web  sites   Blogging   Publishing   ParFcipaFon   CMS   Wikis   Directories   Tagging     SFckiness   SyndicaFon  
  • 9. What’s  next?   “[I  imagine]  an  internet  that  lets  individuals  organize  and  share   informa+on  anywhere,  any+me,  with  great  ease,  across  mul+ple   web  proper+es  without  tradi+onal  boundaries”   -­‐  Tim  Berners-­‐Lee,  inventor  of  World  Wide  Web  
  • 10. Web  3.0/SemanFc  Web  Technologies   •  New  forms  of  social  media   •  Not  a  new  Web,  but  an  extension  of  what  already  exists  
  • 11. ProperFes  of  Web  3.0   •  Enables  social  applicaFons  to  “magically   coalesce”   •  Allows  people  to  share  and  “move  seamlessly   through  informa+on”  
  • 12. Examples  of  Web  3.0/SemanFc  Web  Technologies  
  • 13. “The  best  way  to  learn  social  media,  is  to  do  it.”  
  • 14. AdopFng  Social  Media/Web  2.0     in  the  Classroom   To  discuss  with  Robert  French  classroom  Fp/ suggesFons  and  include  in  this  slide…  
  • 15. Best  PracFces  and  Tips…   The  next  couple  of  slides  are  Best  PracFces/Tips  I  pulled  from  the  informaFon  Robert,  Toby  and  Jeff  sent  us.  I   will  be  happy  to  re-­‐visit  and  beef  up  these  slides,  but  was  hoping  to  connect  with  them  when  we  send  them  the   deck  for  their  review  and  ask  them  to  add  whatever  content  they  wish  to  include,  to  their  respecFve  slides.    The  following  are  key  consideraFons  that  new   pracFFoners  of  social  media,  as  well  as  those   who  are  proficient,  should  keep  in  mind  
  • 16. Listening   •  IdenFfy  the  audience   •  Know  the  audience   •  Know  the  influencers   •  Remove  the  reins  
  • 17. Engaging  With  Others   •  Ensure  there  is  a  plan   •  Engage  the  audience   •  Monitor  conversaFons   •  Keep  pace  with  trends  and  industry  best   pracFces  
  • 18. Along  the  way…   •  Build  relaFonships  with  “influencers”   •  Don’t  suffer  from  “channelism”   •  Measure,  measure,  measure   •  Beware  of  echo  chamber  
  • 19. CriFcal  Success  Factors   •  IntegraFng  tradiFonal  media  with  social  and   digital  media   •  Building  trust  in  a  virtual  world     •  CreaFng  measurable  models  that  prove  value   and  ROI   •  Balancing  high  tech  with  high  touch   •  CreaFng  a  role  for  ‘reverse  mentoring’  in   organizaFons  
  • 20. Trusted  Media  Index  (TMI   Insert  visual  from  Dialogue’s  TMI  
  • 23. QuesFons?   •  Submit  your  quesFons  via  the  Q/A   funcFon  on  Live  MeeFng   •  If  you  want  further  clarity,  ask  your   quesFons  over  the  teleconference  line