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Online identity and social media


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Online identity and social media

  1. 1. Social Media & Your Online Identity By Serena Carpenter Arizona State University
  2. 2. Previous Class <ul><li>Focused on designing and structuring content for social sharing including tagging, alt text, and meta tags </li></ul><ul><li>Today, the other 75% of SEO, promoting your content and yourself </li></ul>
  3. 3. <ul><li>What is social media? </li></ul>
  4. 4. What is social media? <ul><li>Sharing of information and passions with other like-minded people, communities and collaborators </li></ul><ul><ul><li>AKA “user-generated content” </li></ul></ul><ul><ul><li>“ Strength of Weak Ties” by Mark S. Granovetter (1973) </li></ul></ul><ul><ul><li> </li></ul></ul>
  5. 5. Types of social media (Antony Mayfield) <ul><li>Social Networks – build personal pages to connect with friends </li></ul><ul><li>Blogs </li></ul><ul><li>Wikis – communal database that can be edited by anyone </li></ul><ul><li>Podcasts – audio/video subscriptions </li></ul><ul><li>Forums/Online Communities – discussions forms around a topic </li></ul><ul><li>Content Communities – sharing of content (Flickr, YouTube) </li></ul><ul><li>Microblogging – social networking merges with blogging </li></ul>
  6. 6. One-way Today, build relationships to get permission
  7. 7. Trust in spokesperson, U.S. 08, Edelman Trust Barometer Building Relationships
  8. 8. PR <ul><li>PR has been defined as journalist relations </li></ul><ul><ul><li>a linear relationship between PR professionals and journalists </li></ul></ul><ul><li>Communication experts are relationship managers and networkers </li></ul>
  9. 9. Blogger Relations <ul><li>Prove that you monitor blogs when reaching out to bloggers </li></ul><ul><li>Don’t pitch, get involved with their community </li></ul><ul><ul><li>Participate in comments </li></ul></ul><ul><ul><li>Twitter id </li></ul></ul><ul><ul><li>Provide content in many social media forms - tweet </li></ul></ul><ul><li>Create your own blog to connect and promote </li></ul><ul><ul><li>Bloggers want linklove, so link </li></ul></ul><ul><li>Find “ A-list ” blogs by searching blogrolls </li></ul><ul><li>Bloggers are passionate experts </li></ul>
  10. 10. <ul><li>What is a social media release? </li></ul>
  11. 11. Social media release <ul><li> </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  12. 12. Social Media Press Release <ul><li>PRX Builder - allows anyone to create an online press release </li></ul><ul><ul><li>The client, MobileSphere, launched a new product Slydial </li></ul></ul><ul><ul><ul><li>Free service that allows users to leave a voicemail message on someone else’s cellphone — without actually ringing them </li></ul></ul></ul><ul><ul><ul><li>Created a social media release </li></ul></ul></ul><ul><ul><ul><ul><li>In 1 month covered in 381 blog posts </li></ul></ul></ul></ul>
  13. 13. Digg (2004) <ul><li>News aggregator where people digg or submit stories </li></ul><ul><ul><li>Submit story, may get popular through diggs or it may get buried </li></ul></ul><ul><ul><li>Comment as well </li></ul></ul><ul><ul><li>Employees digg stories to promote their org’s content (Village Voice-MN) </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Age Range – 25-44 </li></ul><ul><li>65% Male </li></ul><ul><li>25 million unique visitors </li></ul>
  14. 14. Fark (1999) <ul><li>A news aggregator that allows user to comment on stories </li></ul><ul><li>Fark administrators sift through 2,000 or so news submissions </li></ul><ul><ul><li>Greenlit links can generate upwards of 300,000 page views in one month for a recipient </li></ul></ul><ul><ul><ul><li>Submissions should be humorous, unique, entertaining </li></ul></ul></ul><ul><ul><ul><li>5% of approved submissions will go on the main page </li></ul></ul></ul><ul><li> </li></ul><ul><li>Others include Furl, Reddit, Newsvine </li></ul>
  15. 15. Sign up & Browse <ul><li>Furl, Reddit, Newsvine, Digg, Fark </li></ul>
  16. 16. Social Networking <ul><li> </li></ul><ul><ul><li>600 rare diseases (1000) </li></ul></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Join social networking groups related to your expertise </li></ul>
  17. 17. Facebook <ul><li>150-million users (’08) </li></ul><ul><ul><li>10% users update their statuses at least once a day </li></ul></ul><ul><li>850-million photos are uploaded each month </li></ul><ul><li>Average - 120 Facebook friends </li></ul><ul><ul><li>151-200 Friends </li></ul></ul><ul><ul><ul><li>Less than 100 and more than 500 considered not at popular </li></ul></ul></ul><ul><li>Fastest growing segment: Women over 55 </li></ul><ul><li>Average stay around 15 minutes </li></ul>
  18. 18. MySpace (2004) <ul><li>185 million users </li></ul><ul><li>More than 8 million bands and artists </li></ul><ul><li>18-34 largest group, 44% </li></ul><ul><li>Average 15 photos per user </li></ul><ul><li>Average stay around 20 minutes </li></ul>
  19. 19. Features Page Group Hosting a discussion Yes Yes Discussion form Yes Yes Multimedia Exchange Yes Yes Contact Members Yes (Updates) Yes (PM) Statistics Yes No Event invites Yes No Social ads Yes No Relationships Long-term Short-term Personal Google Indexing Yes No
  20. 20. ROI <ul><li>86% of professionals have adopted to social media (09 Mzinga and Babson Executive Education) </li></ul><ul><li>84% of social media programs don’t measure return on investment </li></ul><ul><ul><li>40% did not even know they could </li></ul></ul><ul><ul><li> </li></ul></ul>
  21. 21. Online Identity
  22. 22. Online Identity <ul><li>Perception you can create, so ask yourself: </li></ul><ul><li>What’s special and unique about you? </li></ul><ul><ul><li>What are you an expert in? </li></ul></ul><ul><li>Personal Brand Assets </li></ul><ul><ul><li>Your Name </li></ul></ul><ul><ul><li>Picture </li></ul></ul><ul><ul><li>Personal brand statement “I am a social media researcher at the Walter Cronkite School of Journalism and Mass Communication.” </li></ul></ul>
  23. 23. Personal Brand Statement <ul><li>“ I am a politics and public policy reporter with experience using public records and personal relationships to break stories at all levels of government.” </li></ul><ul><li>“ I am a bilingual print and online journalist who believes in the power journalistic words can have in exposing injustice and catalyzing change.” </li></ul><ul><li>“ I’m a media communications professional with 15 years of journalism and public relations experience, specializing in the use of narrative to inspire emotion.” </li></ul><ul><li>“ I am a bilingual, global-minded journalist who believes in telling stories that effect change and connect people of diverse backgrounds.” </li></ul><ul><li>“ I am an Asian American multimedia journalist who seeks to capture humanity through visuals and sound.” </li></ul>
  24. 24. <ul><li>Googled yourself lately? </li></ul>
  25. 25. “ Google is the new resume” <ul><li>47% have searched for themselves (Pew, 2007) </li></ul><ul><li>60% who search for their names ind information about themselves </li></ul><ul><li>Ping your content and add blog to search engines </li></ul>
  26. 26. … and social media is becoming more impt. <ul><li>83% of recruiters used search engines to learn more about candidates in 2007 </li></ul><ul><ul><li>up from 75% in 2005 ( </li></ul></ul><ul><ul><li>43% eliminated candidates based on the results in 2007 </li></ul></ul><ul><ul><li>College admissions </li></ul></ul>
  27. 27. Controlled Transparency <ul><li>In ‘09, 45% employers used social media sites to research candidates (2009 CareerBuilder Survey) </li></ul><ul><ul><li>22% in 2008 </li></ul></ul><ul><li>35% did not offer job and 28% fired someone </li></ul><ul><ul><li>Photos, badmouthing employers, and poor communication skills </li></ul></ul><ul><li>7% follow you on Twitter </li></ul>
  28. 28. … .which means regulations. <ul><li>Intel </li></ul><ul><ul><li> </li></ul></ul><ul><li>BBC Twitter & Blog Policy </li></ul><ul><ul><li>If it is clear that journalists works for BBC, then a “visible disclaimer such as these are my personal views and not those of the BBC.” </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>The New York Times </li></ul><ul><ul><li>Allows its reporters to &quot;friend&quot; people they cover, noting, &quot;In general, being a 'friend' of someone on Facebook is almost meaningless and does not signify the kind of relationship that could pose a conflict of interest for a reporter or editor writing about that person.&quot; </li></ul></ul>
  29. 29. What can David do? <ul><li>“ David Thomas” is a pretty bad name for Googling </li></ul>
  30. 30. Unique id <ul><li>Use middle name or use your middle name as your last name </li></ul><ul><ul><li>“ Andrew Dice Clay” was Andrew Clay Silverstein </li></ul></ul><ul><li>Change your name </li></ul><ul><ul><li>James Todd Smith - LL Cool J. </li></ul></ul><ul><ul><li>William Bruce Rose - Axl Rose </li></ul></ul><ul><li>Add middle initial or name </li></ul><ul><li>Play with your name </li></ul><ul><ul><li>like </li></ul></ul>
  31. 31. Networking vs. Presence <ul><li>Search engines love LinkedIn </li></ul><ul><li>Do not love Facebook, but great networking tool </li></ul>
  32. 32. You create content, you cannot fear posting information <ul><li>Post your FULL NAME (not user name), address, and phone number </li></ul><ul><ul><li>Voluntarily posting self-authored content such as text, photos, and video has become a cornerstone of engagement in the era of the participatory Web </li></ul></ul>
  33. 33. Comments <ul><li>Leave thoughtful comments on targeted blogs in your area of expertise </li></ul><ul><ul><li>When you leave a comment, you’ll be asked for your name (What’s Your Name?) & your blog </li></ul></ul><ul><ul><li>Search engines will index and display some of these comments when people search your name, adding to your Internet presence. </li></ul></ul>
  34. 34. Advice <ul><li>Buy your domain name </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Use professional email </li></ul><ul><li>Be unique </li></ul><ul><ul><li> </li></ul></ul>
  35. 35. <ul><li> </li></ul><ul><li> </li></ul><ul><li> (shorten it) </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>*Use your full name and use your full name email </li></ul><ul><li>* Set up a Google Vanity alert for your full name with quotes </li></ul><ul><li>* Post your URLs on every site you can </li></ul><ul><ul><li> </li></ul></ul>Some information from Dan Schwabel
  36. 36. Next Class <ul><li>Twitter </li></ul><ul><li>Plugins for your blog </li></ul><ul><li>Social Media Assignment </li></ul>