Should we sell ourselves in social networks sites? Sérgio Vinícius DE SÁ LUCENA
Plan•Web 2.0•Social Networks •What is it? •How does it work? •Why?•Examples•Pros•Cons•Marketing yourself•Conclusion•Curiosities•Questions
Web 2.0• “How the use of internet is changing about a new version of web technologies” (BLUECOAT, 2011)
Social Networks: What is it?• Definitions: – Web-based services that allow individuals to construct a public or semi-public profile within a bounded system, articulate a list of other users with whom they share a connection, and view and traverse their list of connections and those made by others within the system. (BOYD and ELLISON, 2007) – A Web site that provides a virtual community for people to share their daily activities with family and friends, or to share their interest in a particular topic, or to increase their circle of acquaintances. (PCMAG)
Social Networks: why? • People want to – be “cool” – Attract people with same interests, ideas – Be “famous” – Disseminate information – Organize events – Storage data (images!!) – Complain about a service and be listened! • Everybody is using!! • The power of information is everything"This generation wants to be known, they want to be famous"Chris DeWolfe, Founder of MySpace.com (Vanity Fair, 2006)
Social Networks: why?• Motivations founded through a study with 1200 Social Networking users: Source: BRANDTZAEG and HEIM (2009)
Social Networks: why?• People often report many motivational reasons for using SNSs.• According to U & G theory, there are four main motivational needs: Source: BRANDTZAEG and HEIM (2009)
Social Networks: Pros• Create new relationships and reconnect with friends and family• Provide free messaging, blogging, photo storage, games, event invitations• Bring people with common interests together• 60 million Americans received help with major life issues from people in their social networks in 2006• 59% of students with access to the Internet report that they use social networking sites to discuss educational topics including career and college planning, and 50% use the sites to talk about school assignments.
Social Networks: Pros• They help improve stroke recovery, memory retention, and overall well- being• Internet users are augmenting their offline social networks, not replacing them• Increase your professional network• Promote yourself
Social Networks: Cons• Entice people to spend more time online and less time interacting face-to- face• It can be dangerous: You cannot be sure about to whom you are talking to• Your personal information can be available for everyone• Cyber bullying.• A 2007 study found that workers using Facebook in the office were costing Australian businesses up to $4.5 billion (US) per year. A Feb. 2009 report stated that social networking sites were costing UK businesses an estimated $12.5 billion (US) annually. Numbers for lost revenue from lower worker productivity when employees use social networking sites in the US are not available, but one study found that two-thirds of US workers with Facebook accounts access that site during work hours.
Social Networks: Cons• The public nature of online profiles creates security risks about which most users are unaware• Social networking sites were created to make money, not to improve peoples lives. These websites use networks of online friends to accumulate data about people for the purpose of selling advertising. The sites place cookies on the users computers, gather information, and track interests to show personalized ads. These advertising practices may constitute an invasion of privacy.
Social Network: LinkedIn• Online CV• Recommendations• Skills & Expertise• Projects• Prizes• Presentations• Groups• Forum
Social Network: LinkedIn• People are looking for jobs, enterprises for talents.• “60% of large enterprises in US uses LinkedIn to find new talents to fill their job opportunities” (Arvind Rajan, 2010)
Social Networks: tips• How to use information• How to write it!• Where to post it!• Define your goals!• Choose/filter Information!!!
Social Networks: How?"This generation wants to be known, they want to be famous"Chris DeWolfe, Founder of MySpace.com (Vanity Fair, 2006)
Conclusion• Update your LinkedIn profile.• Never complain about your job in a Social Network Site.• Reconsider your Twitter bio.• Use your Facebook status to remind your network of why you are worthy of their admiration and referrals.• Creating a standard username may be interesting!• Help people in Forums.• The most important brand on earth: you! “I’m not a businessman, I’m a business, man!” (Jay-Z)
ConclusionTake advantage of the opportunities!
Social Networks: curiosities• LinkedIn is the 12th most visited website in the world!• The criminal who posted in Facebook pictures of things he stole.• Enterprises -> Marketing and SEO – 96% of medium enterprises are using Facebook. Source: Webdialogos (2011)
Social Networks: curiosities• Services: socialmention.com
Social Networks: curiosities• Services: pipl.com
References• BLUECOAT. Technology primer: web 2.0. 2011 available at: http://www.bluecoat.com/sites/default/files/documents/files/bcs_tp_Web20_v3b.pdf• BOYD, D. M.; & ELLISON, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), article 11. available at: http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html• BRANDTZAEG, P. B.; HEIM, J. Why people use social networking sites? SINTEF, Forskningsveien. 1, Oslo, Norway. 2009 available at: http://sintef.academia.edu/PetterBaeBrandtz%C3%A6g/Papers/942016/Why_People_Use_Social_Networ king_Sites• PC MAGAZINE, avaliable at: http://www.pcmag.com/encyclopedia_term/0,2542,t=social+networking+site&i=55316,00.asp• VANITY FAIR; Will Success spoil myspace.com? 2006 available at: http://www.vanityfair.com/ontheweb/features/2006/03/myspace200603• Webdialogos website. Wow! 96% das pequenas empresas americanas estão no Facebook. 2011 available at: http://www.webdialogos.com/2011/midias-sociais/wow-96-das-pequenas-empresas-americanas- estao-no-facebook/• What Jay-Z can teach us about personal branding: available at http://www.smmmagazine.com/magazine/issue02/smm-for-personal-branding.html