This document discusses social media and its importance. It begins by asking the reader to reflect on which social media platform they use most and its best and worst features. It then notes that by 2018, one-third of the global population, or 2.62 billion individuals, used social media. The core features of social media are described as social networks, user-generated content, and social bookmarking. Examples are given of popular social media sites for each feature. The document emphasizes using social media to improve one's online presence by absorbing, listening, putting out quality content, and engaging others. It provides tactics for using social media for business on any budget and offers best practices such as conversing rather than shouting and being transparent.

1. Pitipong Pimpiset
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2. QUIZ
• What social media platform do you use the
most?
• What is the best and worst features of the
chosen platform? Please also briefly explain,
why?
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3. Examples
• Facebook
• YouTube
• Myspace
• Twitter
• Instagram
• Vero
• Tiktok
• Etc.…

4. Why should you care about
Social Media?
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5. Why You Should Care?
• eMarketer estimates by 2018, 2.62
billion individuals, or one-third of the
global population (in 2018)
• DIGITAL 2020:
3.8 BILLION PEOPLE USE SOCIAL
MEDIA
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6. Digitalization
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7. Meanwhile in Thailand
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8. Why You Should Care
• Mobile phone adoption and expanding mobile coverage will drive that
growth.
• Social networks are a way to stay connected with friends and family. 8

9. Meanwhile in Thailand
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10. Meanwhile in Thailand
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11. Meanwhile in Thailand
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12. Meanwhile in Thailand
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13. How FB/Twitter compete with
other platforms
• Emphasis on developing video content.
• In addition, Facebook has not shied away from
developing features that mirror those of the
competition, as when Facebook developed its
version of Snapchat's "Stories" feature for its
platforms.
• Help retaining social network users
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14. What does this means?
• Internet users are turning to social networks
as part of their daily fill of media content.
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15. Digital Ad (Media) Spending in Thailand
• Top 10 Industries in Thailand, Ranked by Digital Ad Spending, 2022
(millions of Thai baht)
• Surveyed in Jan-March 2022
* Source: Nielsen
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16. Ecommerce in Thailand
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17. Business groups that spent the most on
ads in the first three months of 2020
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18. TOP 10 in Thailand
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19. TOP 10 in Thailand
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20. DO YOU REALLY KNOW THE SOCIAL MEDIA?
WHAT ARE THE “CORE FEATURES” OF IT?
But…
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21. What is Social Media?
• Considered as Social Network
• User Generated Content (UGC)
• Social Bookmarking
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22. 1st - Social Network
• Online communities of people who share interests
and activities,
• … or who are interested in exploring the interests
and activities of others.
• Examples: Facebook, MySpace, LinkedIn, Slideshare
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23. 2nd - User Generated Content
(UGC)?
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24. User Generated Content (UGC)?
• Or Consumer Generated Media (CGM)
• Defined: Media content that is publicly
available and produced by end-users (user).
• Usually supported by a social network
• Examples: Blogs, Micro-blogs, YouTube video,
Flickr photos, Wiki content, Facebook wall
posts, Second Life…
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25. 3rd - Social Bookmarking
• A method for Internet users to store, organize, search,
and manage bookmarks of web pages on the Internet
with the help of metadata.
• Based on communities;
– The more people who bookmark a piece of content,
– the more value it is determined to have.
• Examples: Digg, Del.icio.us, StumbleUpon, and Reddit,
also Facebook and YouTube
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26. What are Social Media Principles?
• Who you are
– Personalization
• Who you know
– Browse network
• What you do
– Generate an activity stream
– Share an activity stream
– Process an activity stream
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27. How? Generate an activity stream
• Automatic
– Google History, Google Analytics
• Blog
• Micro-blog
– Twitter, Instagram story
• Mailing groups
– Google groups
• Social network tools
– Facebook
– Etc

28. Share activity stream
• Web pages
– Twitter, Facebook, friendFeed…
• email
• Sms
– twitter
• IM (Instant Messeging)
– Twitter…
• RSS Feeds
• RSS (Rich Site Summary) is a format for delivering regularly changing web content.
Many news-related sites, weblogs and other online publishers syndicate their
content as an RSS Feed to whoever wants it.

29. Process activity streaming
• Overwhelming amount of information
– Need for abstraction
• Collaborative analysis
• Automatic formatting

30. 30/ 46
Modeling process
Raw data
Find a semantic
Infer higher-level symbols
Find patterns of interest
Analysis
Activity
Time

31. How do we properly use
Social Media?
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32. Use social medias
to improve your online presence.
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How?
• Absorb and listen.
• Put out quality content.
• Become more accessible.
• Participate, engage and
share.
• Be patient!

33. When conducting a business
“Tactics for Any Budget”
• Host a blog
• Participate on industry leading blogs and
conversations
• Host or sponsor a podcast
• Host/participate on discussion boards
• Try Viral video
• Create a group on a social network
• Run media on a social network
• Add social bookmarking links to your content
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34. Best Practices
• Avoid creating your own network surrounding your brand:
• Experiment with creating networks catering to specific
audiences or special interests, not brands
• Listen and study the community before you enter the
discussion
• Converse and don’t shout
• Be prepared to relinquish control of the brand
• Be honest and transparent about your involvement
• Learn through experimentation
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