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.

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

21. Other
Voices…

22. Final
Thoughts…

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. Thank
You!