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Trends, Tricks and Threats of Being Social


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by Anatoliy Gruzd (@dalprof)

Institute of Public Administration of Canada (IPAC) NS AGM

June 13, 2013
Halifax, NS

Published in: Technology, Business
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Trends, Tricks and Threats of Being Social

  1. 1. Trends, Tricks and Threats of Being SocialAnatoliy GruzdSchool of Information ManagementDalhousie UniversityEmail: gruzd@dal.caTwitter: dalprofWeb: SocialMediaLab.caIPAC NS AGMJune 13, 2013Halifax, NS
  2. 2. Social Media Lab
  3. 3. Supporting Social Activism and Political Engagement#OccupyGezi Supporters in Victoria, BCFrom this…Photo credit: Anatoliy Gruzd
  4. 4. @dalprofAnatoliy Gruzd4Photo credit: Karl SchönswetterOrganizing Social Movements using Social Media… to this#OccupyGezi: Gezi Parki Protest, Turkey (2013)
  5. 5. @dalprofAnatoliy Gruzd5Tracking a Disaster as It Happens via Social MediaSource: mentions~400K accounts>300K photosGoogle Crisis Map ofSuperstorm Sandy (2012)
  6. 6. @dalprofAnatoliy Gruzd6Social Media Aid the Japan Tsunami & Earthquake (2011) Relief EffortsOrganizing Relief Efforts using Social Media
  7. 7. @dalprofAnatoliy Gruzd7Viral Spread of News on Social Media
  8. 8. @dalprofAnatoliy Gruzd8Spread of Non-credible Information on Social Media
  9. 9. Outline1. The State of the Social Web2. Social Media Use Cases3. Benefits of Using Social Media4. The “Dark Side” of Social Media5. Social Media Policy6. Social Media Analytics@dalprofAnatoliy Gruzd9
  10. 10. The State of the Social Web
  11. 11. Growth of Social Media andOnline Social NetworksSocial Web1B Facebook users500M Twitterusers2B Videoswatched daily
  12. 12. @dalprofAnatoliy Gruzd129%49%67%76%86% 87% 86%92%83%7%8%25%48%61%68%72% 73% 77%6%4%11%24%47%49% 50%57%52%1%7%13%26%29%34%38%32%0%10%20%30%40%50%60%70%80%90%100%Feb-05Aug-06May-08Apr-09May-10Aug-11Feb-12Aug-12Dec-12Social Networking Site Use by Age Group, 2005-2012% of internet users in each age group who use social networking site18-2930-4950-6465+Source: Pew Research Center’s Internet & American Life Project, 2013
  13. 13. We are becoming moreconnected@dalprofAnatoliy Gruzd13Sources: NetworksFacebook Facebook(Teens)Median Number of Social Connections
  14. 14. Gruzd14
  15. 15. The State of the Social WebSummary• More Canadians Use Social Media▫ Facebook, Twitter, LinkedIn, Tumblr, Pinterest• Increasing Number of Social Connections & Content• The Rise of the Mobile Web (mobile apps)• The Rise of the Visual Web (photo & video sharing)@dalprofAnatoliy Gruzd20
  16. 16. Social Media Use Cases (Private & Public Sector)
  17. 17. Social Media Use In the Private SectorYammer – Enterprise Social Networking22@dalprofAnatoliy Gruzd
  18. 18. Social Media Use ExampleCustomer Support via Twitter23@dalprofAnatoliy Gruzd
  19. 19. Social Media Use ExampleMarketing 2.0 with Foursquare24 Gruzd
  20. 20. @dalprofAnatoliy Gruzd25Social Media Use ExampleConstest via Pinterest
  21. 21. Social Media Use In the Public SectorCanada Revenue Agency - Youtube26Goal: Citizen involvement, Awareness
  22. 22. @dalprofAnatoliy Gruzd27Canada Revenue Agency – Youtube UseGoal: Informational
  23. 23. Social Media Use In the Public SectorNewfoundland and Labrador Tourism - Facebook@dalprofAnatoliy Gruzd28
  24. 24. 29Mobile AppfromNewfoundland &Labrador Tourism Media Use In the Public SectorNewfoundland and Labrador Tourism@dalprofAnatoliy Gruzd
  25. 25. @dalprofAnatoliy Gruzd30Social Media Use In the Public SectorPolitical Engagement
  26. 26. @dalprofAnatoliy Gruzd31Social Media Use In the Public SectorPolitical Social Media Accounts in Nova Scotia
  27. 27. Social Media Use by NPOsRaising Funds with Social Media#beatcancer Campaign@dalprofAnatoliy Gruzd32
  28. 28. Benefits of Using Social Media[Organizational Perspective]
  29. 29. Benefits of Using Social Media1. Increase traffic to your organizations website2. Improve your organization’s reputation/authority3. Discover resources & expertise4. Get instant feedback5. Build new connections6. Supporting online communities@dalprofAnatoliy Gruzd34
  30. 30. Online Communities• Online communities are groups of people whoshare similar backgrounds, values or interestsand meet regularly.• Members form and maintain their relationshipsvia Computer-Mediated Communication (CMC)technologies such as social media.@dalprofAnatoliy Gruzd35
  31. 31. Anatoliy GruzdTwitter: @dalprof2012 Olympics in London :: Twitter Communication Network
  32. 32. Anatoliy GruzdTwitter: @dalprof#tarsand Twitter Community
  33. 33. Anatoliy GruzdTwitter: @dalprof#1b1t Twitter Book Club (book: American Gods)Jeff Howe(moderator)Neil Gaiman(author)
  34. 34. Mapping LinkedIn connections @dalprofAnatoliy Gruzd39http://inmaps.linkedinlabs.comDal Health InformaticsDal Faculty of ManagementDal Schl of Info ManagementUniv.of Illinois AlumniResearchersDal Faculty of Computer Science
  35. 35. Benefits of Using Social Media1. Increase traffic to your organizations website2. Improve your organization’s reputation/authority3. Discover resources & expertise4. Get instant feedback5. Build new connections6. Supporting online communities@dalprofAnatoliy Gruzd40
  36. 36. @dalprofAnatoliy Gruzd41The “Dark Side” ofSocial Media…[Organizational Perspective]
  37. 37. Fired Over Blog• Date of case: December 2006• City/Country: Chatham, ON,Canada• The Municipality of Chatham-Kent• Summary of case: An Ontario courtruled that a nursing home employee’sfiring was justified, after she postedinappropriate comments andpictures of the nursing home onher personal blog.@dalprofAnatoliy Gruzd42Source: Chatham-Kent (Municipality) v. NationalAutomobile, Aerospace, Transportation and GeneralWorkers Union of Canada, March 26, 2007
  38. 38. Insurance case• Date of case: January 2011• City/Country: Quebec, Canada• Company: Manulife Financial• Summary of case: an IBM employeetook a medical leave from her job in 2008and received insurance payments fromManulife while on leave.• The insurance company, however, foundpictures of the claimant ‘frolicking at abeach’ (while on leave) and stoppedpayments, claiming this as proof she wasnot depressed.@dalprofAnatoliy Gruzd43Source: Los Angeles Times, 2011
  39. 39. Harm to Organization’s Reputation• An American Red Cross employeeaccidentally tweeted a beer-related post to thecharitys Twitter account• Chrysler’s Twitter Account Accidentally Dropsthe F-word@dalprofAnatoliy Gruzd44
  40. 40. Productivity Losses?~1/2 office employees accessFacebook during work(Nucleus Research, 2009)
  41. 41. How do we address some of these concernswhile still taking full advantage of social media?
  42. 42. Solution: Social Media PolicyQ. How do we create a SocialMedia Policy?
  43. 43. Most Organizations Don’t Have a SocialMedia Policy!Only 2o%of organizations worldwidehave a formal policy▫ 29% - Americas▫ 25% - Asia-Pacific▫ 11% - Europe, the Middle East and Africa@dalprofAnatoliy Gruzd48Source: Manpower employer services survey, 2010
  44. 44. @dalprofAnatoliy Gruzd49
  45. 45. Dalhousie Best Practices Documents•• Facebook• Twitter• Responding to online discussion@dalprofAnatoliy Gruzd50
  46. 46. Cisco Social Media Policy1. Identify yourself as a Cisco employee2. Keep applicable policies in mind (e.g., CiscoCode of Business Conduct)3. Do not commit Cisco to any action unless youhave authority to do so4. Protect reputation5. Do not post confidential or copyrightedinformation51Source: Gruzd
  47. 47. Cisco Social Media Policy (cont.)6. Do not make statements about Cisco’s financialperformance7. Maintain confidentiality of internal onlyinformation8. Do not post anything that is offensive,harassing, or in violation of any applicable lawor any Cisco policy9. Do not engage with the news media to discussCisco strategy and/or business without PRconsultation and approval52Source: Gruzd
  48. 48. NHL Social Media Policy@dalprofAnatoliy Gruzd53Social media policy “instituted ablackout for players from two hoursbefore game-time to the finish of theirmedia interviews following the game…”(The Globe & Mail, Sep 15, 2011)
  49. 49. Where to start?Social Media Policy Database Gruzd54
  50. 50. Social Media Analytics
  51. 51. @dalprofAnatoliy Gruzd56
  52. 52. Sample Social Media Metrics @dalprofAnatoliy Gruzd57Source:
  53. 53. Not all followers are the same!@dalprofAnatoliy Gruzd58
  54. 54. @dalprofAnatoliy Gruzd59Social Media Use during the 2011 Canadian Federal Election
  55. 55. Know Your Audience@dalprofAnatoliy Gruzd60
  56. 56. Using Online InfluenceAssessment Tools(Klout, Kred, PeerIndex, …)@dalprofAnatoliy Gruzd61
  57. 57. @dalprofAnatoliy Gruzd62Using Online Influence Assessment ToolsExample: @VisitNovaScotia on Klout
  58. 58. Sample Social Media Analytics Products63@dalprofAnatoliy Gruzd
  59. 59. Organizing Social MovementsTracking a DisasterOrganizing Relief EffortsSpreading News
  60. 60. Trends, Tricks and Threats of Being SocialAnatoliy GruzdSchool of Information ManagementDalhousie UniversityEmail: gruzd@dal.caTwitter: dalprofWeb: SocialMediaLab.caIPAC AGMJune 13, 2013Halifax, NS
  61. 61. References• Canadian Media Research Consortium (2011). Social networks transforminghow Canadians get the news Report. Retrieved from• Coker, B. (2011). Freedom to surf: the positive effects of workplace internetleisure browsing. New Technology, Work and Employment, 26(3).• Los Angeles Times (2011, Jan 27) Insurance companies mining Facebook databy Shan Li• (2005, Sep 8) Delta employee fired over blog sues airline.• NuNucleus Research (2009). Facebook: Measuring the cost to business of socialnotworking. Report J57. Retrieved from• Zhang, J., Qu, Y., Cody, J., & Wu, Y. (2010). A case study of micro-blogging inthe enterprise. Proceedings of the 28th international conference on Humanfactors in computing systems - CHI ’10 (p. 123). Presented at the the 28thinternational conference, Atlanta, Georgia, USA. doi:10.1145/1753326.1753346Gruzd@Dal.CaSocial Media 2.066
  62. 62. Image credits•••,_Japan.jpg•••• Gruzd67