2. Today
• Chat
• Class rep (we need a volunteer to step forward)
• Assignment 1 (due @12pm on 18th Jan)
• Project groups allocation (? May be Tuesday)
• We are talking about:
– Social media ecosystem
– Content Ownership
– Monitoring & aggregating Sites
2
4. Social Media Ecosystem
• The social media ecosystem is
varied and includes sites that
offer the following major social
media functions.
5. Social Media Ecosystem
• Blogging or “web logs” are a
single- or multiple-author
websites that allow for sharing a
combination of text, video, and/or
pictures.
• Common blogging sites and
software include Blogger,
Wordpress, and Tumblr, although
many other web tools offer this
functionality as well. Most
blogging sites allow readers to
respond to material by posting
comments.
6. Social Media Ecosystem
• In line with the popularity and
widespread acceptance of text or
SMS messages shared through
mobile devices, microblogging
has also gained in popularity.
• The most commonly used
microblogging application is
Twitter.
7. Social Media Ecosystem
• Peer-to-peer sharing of
longer, perpetual posts is the
most common function
associated with social media.
• Sites such as
FACEBOOK, Google+ and
MySpace provide a platform for
sharing content with friends and
followers.
8. Social Media Ecosystem
• Special-purpose peer-to-peer
networks such as LinkedIn, Xing
and Plaxo, focus on delivering
these same capabilities to people
based on professional affiliations
or other common interests.
9. Social Media Ecosystem
• Media sharing sites such as
Flickr, YouTube, Vimeo, Tumblr
and Pinterest allow users to
share pictures and video.
• These sites are often used in
combination with blogs,
microblogs, and peer-to-peer
sharing sites such as
FACEBOOK and Google+.
10. Social Media Ecosystem
• Related to peer-to-peer sharing are Wikis.
• Wikis provide a common-platform for
generating and sharing articles about
specific topics or subjects with input from
multiple authors and editors.
11. Now, we'll cover some of the
more common social media
sites in more depth.
12. BLOGGING
Web log or Blog : A self-
published diary or
commentary on a particular
topic that may allow visitors
to post responses,
reactions, or comments.
13. BLOGS
Blogger, Wordpress, and similar platforms allow for a single author or a group
of authors using one account to post content and links as a series of articles or
posts arranged in a chronological sequence like a diary or journal.
Blogging sites allow users to access more content than microblogging or peer-to-
peer sharing sites that also allow readers to respond by posting comments. It
should be noted, that the comment feature of most blogging platforms permit
users to exert varying levels of control over what appears in response to their
content.
Individuals or organizations usually create blogs to chronicle their work, create a
portfolio, inform others, share ideas and solicit feedback.
14. WHY BLOG?
• Drive traffic to your website (e.g., inbound
links, keywords)
• Create opportunities (serendipity)
• Develop & enhance reputation
• Attract new customers, fans, supporters, ...
• Generate a culture around the business
• Express a point of view
15. HOW TO BLOG?
• Choose your blog service - brand accordingly
• Integrate with website & social media
• Decide on publishing schedule
• Prepare range of topics (keywords)
• Follow general web writing guidelines
• Provide subscription options (email, RSS)
16. WRITING GUIDLINES
• Write short paragraphs (1-3 sentences)
• Be clear, simple & informal
• Write descriptive, keyword laden titles
• Incorporate keywords in text
• Include other media to augment story
• Invite replies with questions or comment
requests
17. BUILD TRUST
• Correct spelling and grammar
• Clean and beautiful design
• Thorough about page
• Presence of community and conversation through
comments
• High-quality photo of the author
• Signs of social sharing
• Solid, detailed content updated frequently
• Links to trustworthy sources
• Professional logo
• High-quality images and visuals
• Short, easy-to-read domain name
20. MICROBLOGGING
• Micro blogs allows users to exchange
small elements of contents such as short
sentences, or video links
• While there are so many micro blogging
sites counted internationally, Twitter is the
most notable service
21. TWITTER
Twitter is a microblogging site. It provides users with a platform
for short text messages that may include web
links, pictures, audio, and video content.
• Social messaging service (SMS)
• Simple, quick, immediate, and real-time
• Post “tweets” with max. 140 characters
• Publicly accessible (cf. RT radios)
• Follow and be followed (no reciprocity)
• Accessible by web, mobile, desktop (& space!
22. What do people do?
•Talk & share • Manage events
•Break news • Monitor trends
•Customer service • Discover new things
•Build networks • Stalk celebrities
•Crowd source •…
23. What do people do?
• Tweet • Search (tip!)
• Re-tweet • Lists
• Favourite • Hashtags (#)
• Follow/unfollow • Author attributions (^..)
• Block/Report
Working with your table mates:
• Find out what these are?
• Why they are needed?
25. Social Network Sites (SNS)
• Build, manage, and publish public connections
to friends, family, contacts, colleagues,
strangers, ...
• Built around:
– Everyday life
– Business
– Photos
– Music
– Bookmarks
– Pets
– ...
26. Social Network Sites (SNS)
FACEBOOK, Google+, and LinkedIn® are all social
networking sites. Each of these sites allow
individuals, companies, organizations, and
associations to post text, video, pictures, links to other
web content and combinations of all of these electronic
media.
FACEBOOK and Google+ are used
more widely by organizations and
the public to keep others up to date
on their status and activities or to
advertise events.
27. Facebook: what is it?
• Social network site (SNS)
• Advertising platform
• Developer platform
• Video and photo sharing
site
• Search engine
• Largest online community
in the world
• Successful business
• Culturally significant
• ...?
27
28. Characteristics
• Separate from personal profiles
• Focus on “page” not individuals
• “Like” is not the same as “friend”
• Groups also available
• Own/administer more than one page
• Can identify as a “page”
29. LinkedIN
Used more often by
professionals, associations, or groups. It is
a good platform to form communities of
practice, for continual learning, and sharing
of better practices. However, all these
sites, and others like them, allow groups
with a common interest to share media
through a common platform.
30. LinkedIN
• Largest professional social network site
• Users: 120 million
• Created in 2002
• Valuation: $8 billion
• Utility: networking, job recruitment, groups,
recommendations,
subscriptions
31. Photo/video/audio sharing
• Easily publish and share
multimedia content
• Tags to identify and
organise
• Find and make connections
• E.g., Flickr, YouTube,
LastFM, ...
32. RSS Feeds & aggregators
Real
Simple
Syndication
• Subscribe to dynamic
content
• Construct own “newspaper”
• Redistribute content, e.g.,
Facebook
33. Wikis
• Hawaiian word for "fast"
• Wikis are user/community editable web pages
• Anyone can add and edit content
• Changes saved and can be reverted
34. Discussion Forums
• Oldest form of online community
• Indexable therefore searchable
• Established community roles
• Issues include:
– arguments
– spam
– bots
– trolls
35. Location sharing
• “Check-in” to:
– Venues
– Locations
– Businesses
• Comment on experience
• Share on other services
36. 2 Content Ownership
• It’s important to remember, as noted before, that content from one social
media site can be embedded or linked to content in another site. For
instance, a "Tweet" from Twitter can reference a FACEBOOK post that
includes a longer text posting including pictures and video. A
FACEBOOK page can include a feed from Twitter or embedded
YouTube videos. Likewise, a YouTube site can include a reference back
to a FACEBOOK page or link to another site on the web.
• One note to keep in mind. Each of these sites has different ways of
managing content ownership. In some cases, they may own the rights to
content you post and allow others to reuse, link to or share that content.
Others may give the account owner sole
rights to their content.
37. 3 Monitoring and Aggregating Sites
• Increased access to content generation tools and the portability of these
platforms through mobile computing, personal digital assistants and
smartphones have spawned a rapid and steep increase in the volume of
traffic generated on the web.
• In order to monitor and filter the stream of social media, sites and tools
have been created to sift and aggregate content into feeds tailored to
individual user preferences.
• Sites have also been created to monitor and rank user activity and
content according to date, location, topic, relevance, popularity and
other criteria to facilitate searching.
38. Monitoring and Aggregating Sites
• HootSuite, Tweetdeck, Monitter and Trendsmap are all sites that allow
monitoring and managing social media sites.
• It enables searching for specific words, hashtags, and followers, often across
different platforms; all in one place.
39. Social Media Influence Ranking
• Sites have also been created to monitor and rank user activity and
content to facilitate searching according to date, location, topic,
relevance, popularity and other criteria.
• Sites that provide an analysis of a specific social media user
include Klout, Tweetlevel and Twitalyzer.
• Most of these sites provide a score for measuring social influence, using
an algorithm to calculate the score based on an analysis of the number
of followers, number of messages, and number of times those
messages are then rebroadcast out to other recipients. These can all be
used to identify individuals in a social network who have a greater level
of influence through their followers.
40. Measurement of Reach and
Continuous Improvement
• The second advanced practice involves measuring the impact of social media efforts
over time. Data analysis tools such as Klout, Tweetlevel and Twitalyzer allow users
to measure the relationships between various social media accounts and their
followers. These tools help users understand and improve their reach and influence.
• There is no single "right way" to measure impact or effectiveness of your social
media program. Multiple measurements are recommended. By relying on a single
measure, you’re likely to miss important dimensions of your program.
• Measures include:
– Documented stories of people who credit your social media accounts with knowledge gained
Number of subscribers.
– Number of people retransmitting your information.
– Third-party measures of social media "influence".
– or actions taken during or after an event.
•
Why do I want to communicate?To whom do I want to communicate?Have I got the skills and time (the technology is easy)
Finally – don’t expect too much. Blogging is not magic. The Internet has many wondrous things in it (and lots of amusing cats) so think about your niche rather than challenging BBC Online.
