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Re-interpreting the Social Media Dream
The document discusses the paradox of empowerment in social media, where increased participation leads to individual voices being drowned out despite the illusion of empowerment. It explores the challenges of gaining visibility in a crowded digital landscape, citing statistics on the slim chances of achieving viral status. Additionally, it highlights hurdles such as competition, the need for specialized knowledge, and the time required for effective engagement and visibility strategies.
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Re-interpreting the Social Media Dream
- 1. Illusions of Empowerment Re-interpretingthe Social Media Dream Can an yone hear m e? Corinne Weisgerber, Ph.D. Associate Professor of Communication St. Edward’s University, Austin, Texas corinnew@stedwards.edu Twitter: @corinnew
- 2. The Social MediaHero Story Dave Carroll vs. United
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- 7. 72 hours of Videos every Minute
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- 9. Voice Paradox the morepeople become empowered and claim their voices through social media participation, the more drowned out individual voices become
- 10. Voice Paradox the morepeople become empowered and claim their voices through social media participation, the more drowned out individual voices become
- 11. .3% Reach More than10,000 Views in one month 65%: 50 views
- 12. You have betterodds playing the lottery than of becoming a viral video sensation
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- 15. Google Search: Uses algorithmto determine results Google PageRank: interprets a link from page A to page B as a vote, by page A, for page B. Looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important".
- 16. Black Hat SEO Organic SEO • deceptive • legitimate • link schemes • optimize keywords • JC Penney example • optimize titles & tags • optimize meta tags • attract links with good web content
- 17. “ The penaltyfor getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ” - New York Times
- 18. “ The penaltyfor getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ” - New York Times
- 19. Optimizing blogs 1. Narrowyour topic 2. Identify keywords 3. Integrate keywords into: •titles/headlines •meta tags •blog tags
- 20. Engagement Work Two-way communication
- 21. 1. Narrow yourtopic 2. Identify keywords visibility work 3. Integrate keywords into: • titles/headlines • meta tags • blog tags 4. Attract links by: engagement • publishing frequently work • publishing valuable info • actively engaging others
- 22. HURDLES to social mediaempowerment • growing competition in an attention-economy • slim odds of standing out amidst millions of competing voices • specialized technical knowledge required to achieve visibility • time demands of visibility and engagement work
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- 24. A New DIGI Growing gap between social Tal DIV IDE media power users and social media dabblers
- 25. Credits: Corinne Weisgerber, Ph.D. Associate Prof. of Communication St. Edward’s University @corinnew Copy of this paper: http://socialmediaprclass.pbworks.com/w/file/ 64603833/Empowerment.pdf