What is “social media?”Social media uses web-based technologies to turn communication into interactive dialogues. A common thread running through all definitions of social media is a blending of technology and social interaction for the co- creation of value.
Traditional vs. Social Media•generallyrequiresignificantreso •comparativelyinexpensive andurces to publish information accessible to enableanyone (evenprivateindividuals) to publish or accessinformation•requiresspecializedskills andtraining •anyonewithaccesscanoperate the means of social media production•centralizedframework fororganization, production, and •moredistribution decentralized, lesshierarchical, multiple points of production
Traditional vs. Social Media•the time between production •canbe capable ofand distributioncanbe long virtuallyinstantaneous(thisisevolving) publication and response•once created, cannotbealtered •canbealteredalmostinstantane ously by comments or editing
Distinguishing Social PlatformsSo what’s the differencebetween allthesedifferentplatformsthatwe group togetherunder the umbrellaterm « Social media »?
6 Types of social media functions1. collaborative projects (for example, Wikipedia)2. blogs and microblogs (for example, Twitter)3. content communities (for example, YouTube)4. social networking sites (for example, Facebook)5. virtualgameworlds (e.g.,World of Warcraft)6. virtualsocial worlds (e.g. Second Life)Source: Kaplan and Haenlein, Business Horizons (2010)
Manydifferentkinds of technologyRememberthattechnologyisalwayshalf the equation, it’swhatallows social interaction.Theseinclude, amongmanyothers: blogs and vlogs picture-sharing wall-postings email and instant-messaging music-sharing podcasting
Social media functions Theymaysharesome of the sametechnology, buttheyeachfavordifferentkinds of social interactions. They have differentfunctions.
Social media functionsHow do weanalyzewhat thefunctionis of a social platform in particular?
Social media functions All social media sharecommonfunctional building blocksBut theyeach focus on different blocks
7 Building Blocks of Social Platforms1) identity2) conversations3) sharing4) presence5) relationships6) reputation7) groups
Analyzing social mediaBut differentplatforms use differentcombinations of those building blocks, emphasizingdifferentfunctionalities.EX: LinkedInuserscare mostly about identity, reputation and relationshipsEX: YouTube’sprimary building blocks are sharing, conversations, groups and reputation
Why social media is transformative 66% of online adults use social networkingsites (U.S.)Source: PewResearch Center, August 2012
Why social media is transformativeTo giveyou a sense of the growing impact of social media:BetweenFebruary 2005 and August 2006, the use of social networking sites amongyoungadult internet usersages 18-29 jumpedfrom 9% to 49%.That’s a lot, right?Source: PewResearch Center, August 2012
WhyFacebookis transformative• 12% of online adultssaythey use Pinterest• 12% of online adultssaythey use Instagram• 5% of online adultssaythey use Tumblr• 66% of online adults use Facebook• 20% use LinkedIn• 16% use TwitterSource: PewResearch Center, August 2012
Why FB is transformative• There are 955 million active users on Facebook.• Facebook has 232 million users in Europe, 222 million in NorthAmerica, and 219 million usersAsia.• Facebook claims that, every day, usersspend 10.5 billion minutes (almost 20,000 years) online on the social network• More concretely: dailyusers in…France spend 21m53s on FB…in the United States spend 20m46s on FB
Why FB is transformative If Facebookwere a country itwouldbe theworldsthirdlargest in terms of population, largereventhan the US.
Why FB is transformative Mobile is getting bigger every month forFacebook. More than half of those 900 millionusers acess FB via mobiles, with more than543 million monthly active users on mobile devices.
Why FB is transformativeEvery minute, 684,478 pieces of content are shared on Facebook.
Mark Zuckerberg“When I got started in my dorm room at Harvard, the question a lot of people asked was ‘why would I want to put any information on the Internet at all? Why would I want to have a website?’ “And then in the last 5 or 6 years, blogging has taken off in a huge way and all these different services that have people sharing all this information. People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time.
Your privacy is already compromised…• Cell phones track you• Credit cards track you• Cookies track you• Search engines track you• Governments track you• Credit agencies track you• Employers track you
Managing the conversation:• Traditional media could control the message (the topic, the angle, the accuracy, even to someextent, the response)• In social media: youcannotcompletely control your message, youcansimplybegin to participate in the "conversation" expectingthatyoucanachieve a significant influence in that conversation
So what does this mean for you? How will you use social media professionally?Chances are… you probably don’t know what to do with it
Adaptyour communicationIt’s a CONVERSATION: consumers no longer want to be talked at. Instead, they want brands to listen, engage, and respond.
Adaptyour communicationYou need to answer 3 questions:1) Whatis the core of your content? What are yourgoals?2) Whatis the most relevant content for each social platform?whatdo the usersherewant?3) How canyoucommunicateyourcore content in a waythatuserswant to consume it?
Practicum: YourPersonal BrandAre youalreadyengagingwith social media?Whatdoesyour social media footprintsay about you?How do yourenhanceyour profile?
Practicum: YourPersonal Brand• Are you on LinkedIn?• Are you on YouTube?• Are you on FaceBook and Twitter?Do thesedifferent building blocks make a coherentwhole?
Practicum: YourPersonal BrandWhatmakes good Facebook and Twitter content?Whatis narrative arc?Are youmakingyour blog social?