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

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

  1. 1.   How  Social  Media/Web  2.0     Are  Changing  Our  World     A  Conversa+on  for  Educators     May  1,  2009  
  2. 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. 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. 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. 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. 6. “We  don’t  own  the  news  any  more”  
  7. 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. 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. 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. 10. Web  3.0/SemanFc  Web  Technologies   •  New  forms  of  social  media   •  Not  a  new  Web,  but  an  extension  of  what  already  exists  
  11. 11. ProperFes  of  Web  3.0   •  Enables  social  applicaFons  to  “magically   coalesce”   •  Allows  people  to  share  and  “move  seamlessly   through  informa+on”  
  12. 12. Examples  of  Web  3.0/SemanFc  Web  Technologies  
  13. 13. “The  best  way  to  learn  social  media,  is  to  do  it.”  
  14. 14. AdopFng  Social  Media/Web  2.0     in  the  Classroom   To  discuss  with  Robert  French  classroom  Fp/ suggesFons  and  include  in  this  slide…  
  15. 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. 16. Listening   •  IdenFfy  the  audience   •  Know  the  audience   •  Know  the  influencers   •  Remove  the  reins  
  17. 17. Engaging  With  Others   •  Ensure  there  is  a  plan   •  Engage  the  audience   •  Monitor  conversaFons   •  Keep  pace  with  trends  and  industry  best   pracFces  
  18. 18. Along  the  way…   •  Build  relaFonships  with  “influencers”   •  Don’t  suffer  from  “channelism”   •  Measure,  measure,  measure   •  Beware  of  echo  chamber  
  19. 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. 20. Trusted  Media  Index  (TMI   Insert  visual  from  Dialogue’s  TMI  
  21. 21. Other  Voices…  
  22. 22. Final  Thoughts…  
  23. 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    
  24. 24. Thank  You!  

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