The document discusses the evolution and significance of social media, highlighting its role as a tool for citizen journalism and community engagement. It emphasizes the shift from traditional media to participatory culture, where individuals can share their stories without gatekeepers, and the importance of building meaningful connections online. Additionally, it addresses the challenges traditional media faces in adapting to this new landscape and the need for fairness, accuracy, and relevance in communication.

2. Social. Media.
what does it mean…to you?

3. Media…
Definition:
Tools used to store or deliver information or
data.

4. Social. Media is…
• The collective of online communications channels
dedicated to:
• community-based input
• interaction
• content-sharing
• collaboration
source: whatis.com

5. How did we get here?
(nobody’s supposed to be here)
- Deborah Cox

6. “If you don’t like the news…go out and
make some of your own.”
- Wes “Scoop” Nisker
author, comedian, and Buddhist meditation instructor

7. Social. Media.
Technology:
“The internet is the first medium owned by
the audience, the first medium to give the
audience a voice.”
– @jeffjarvis, blogger & author

8. “Tools and technology are not an improvement
to modern society, they are a challenge to it.”
– Clay Shirky
…why?
People care about the communication that the
technology enables…NOT the technology itself.

9. Social. Media.
Citizen journalism:
“When the people formerly known as the
audience employ the press tools they have in
their possession to inform one another.”
– @jayrosen_nyu
• Content no longer needs to pass through
gatekeepers.

10. Social. Media.
Participatory Culture + Collaboration =
Community

11. “Media organizations used to have
exclusivity in distributing breaking
news…
but this competitive advantage has
been eliminated with the rise of
social media.”
Source: Ludovic Blecher, Nieman Reports

12. When journalism by the people began
to flourish:
• Abraham Zapruder filmed the assassination of
JFK with a home-movie camera. He is
sometimes regarded as an ancestor to citizen
journalism. (source: wikipedia)

13. Other examples in history…
• Arab spring
• Hudson river
landing
• Boston Marathon
bombing

14. News Media evolved to become a…
Collaboration//Partnership

15. The Media has always been social
…but today we have the tools and technologies to talk
back.
This is not a fad. It’s here to stay.

16. The strength of the medium:
Allows you to:
• Be yourself.
• Tell your story.
• Broadcast your unique, personal view of the
world.

17. The evolution of the web
• The web was originally built to link static documents together (left).
• But evolved to incorporate social media (center).
• Now we see a web built around people, where their profiles and
content are moving with them as they visit different websites (right)
-Source: the-real-life-social-network

18. What’s in a Name?
• The term “social media” is likely to lose
meaning as the social aspect of the web
becomes increasingly taken for granted.

19. What does this mean?
• Some of the most compelling content comes
from non-journalists.
• We’re all Zapruders now (but that doesn’t
make us all journalists) (source: conscientous)

20. Is traditional media keeping up?
• Traditional media are struggling with how to
integrate social media into news coverage.
• Reporters sometimes wrongly trust social media
information or fail to verify social media sources
or facts.
• Traditional media runs the risk of becoming
redundant and irrelevant if they don’t keep up.
Source: @theprcoach

21. Social. Media
…is a new perspective NOT just a new channel.
This perspective is about:
–Pursuing relationships.
–Seeking more meaning.
–Building communities that cultivate human
connection.

22. Types of Media/Marketing
1. Shout
2. Algorithm
3. Empathy/Connection

23. 1. Shout Media/Marketing:
“Shout. Shout. let it all out. These are the things
we can do without.
- Tears for Fears
• Examples: TV, Radio, Print.
• The loudest voices (the bully’s way) do NOT
win.

24. Shout Media/Marketing:
• Platforms where we hardly knew anything
about the viewers/audience. We didn’t know
if it resonated.
• The audience didn’t have a choice as to what
type of media they consumed if they wanted
to stay informed.

25. Shouting is
yesterday’s news
(literally).

26. Source: The NYTimes Bits Blog

27. “The evolution from a broadcasting view of the
world to a conversational view will not be neat
and clean. But its inherent messiness will open
communications in ways that will benefit
everyone, assuming its done correctly.”
- Dan Gillmor

28. Algorithm Marketing
• Tailored news that comes via:
– Your Google searches
– The content you consume (videos, blogs, etc.)
• The web understands you. it delivers ads that
you’d want to consume (e.g, Amazon, Netflix,
etc).

29. Empathy/Connection Media +
Marketing
Photo credit: Media Rise Festival
Customer-driven messaging that focuses on:
• Meaning
• Humanity
• Relevancy

30. Focus on the future:

31. Core Principles:
No matter which tools and technologies we
embrace, we must maintain:
1. Fairness
2. Accuracy
3. Thoroughness
4. Common Sense (duh!)

32. q LinkedIn is for people you know.
Facebook is for people you used to know.
Twitter is for people you want to know.
*when using social media for personal use.

33. Why LinkedIn?
They keep it strictly business:
“Counter to the never-ending selfies on
Instagram, food porn on Pinterest, messy drama
and rants on Facebook, the tone and
presentation of LinkedIn maintains a rare social
media decorum and professionalism…”
-Source: readwrite.com

34. Why Facebook
• 900 Million Active Users
• 50% of the internet users are on facebook
• More than 30 billion pieces of content (web
links, news stories, blog posts, notes, photo
albums, etc.) shared each month. Opportunity
to:
engage in relevant conversations
build a community in a niche market.
Create connections with customers that
inspires around your brand//business.
Listen

35. Facebook Tagging
• Stop the Spam Mentality
– Spamming the timeline of your Facebook friends
should not be your core objective. Instead think about
creating and enhancing a conversation.
Source: themarketingnutz.com
• Ask yourself: “What’s in it for the person being
tagged?”
• Use Privacy Settings
– Control what Facebook tags appear on your timeline

36. The word 'listen' contains the same letters as
the word 'silent.'
- Alfred Brendel
Tip:
Listen and read twice as
much as you post.

37. Case Study:
• Grew a Facebook community of +1300 Army leaders
• Over 20,000 downloads of the app
• Ranked in the Top 100 apps in Productivity in iTunes store
• Community inspires us to listen to our customers + continue to
build a better product.

38. Facebook Mobile
 650 million active
users accessing
Facebook through
their mobile device
 Download Pages App
 People check their
account 14x a day on
average

39. Why Twitter?
• Be more informed
• Find valuable sources of information + inspiration
• 25% of active Twitter users follow and interact with
companies, brands or products on social networks.
• Meet other like-minded people w/ shared interests
• Twitter is a natural “companion medium” to other
media channels - in particular, as an accompaniment to
live TV.
• If you run a business, Twitter gives you the opportunity
to do less marketing but make more of an impact.
• Micro-blogging = you are the news.

41. Why Google+
• It’s about relevant content
• Social proof improves search engine
performance.
– The +1 button is social proof of what people find
valuable as they use the web.
Source: Jeff Bullas

42. “Google is not a rival to Facebook.
It’s a way of collecting the relationship data
needed to further their work on semantic
search.”
– Ray Hiltz

43. ….is an “identity engine.”
“Within search results, information tied to verified
online profiles will be ranked higher than content
without such verification, which will result in most
users naturally clicking on the top (verified) results.
The true cost of remaining anonymous, then, might
be irrelevance.”
– Eric Schmidt
executive chairman at Google

44. Content Curation
Content curation:
The art and science of finding + sharing quality
content on a specific topic.
Curation helps you build an audience.
source: Jay Baer’s blog

45. Content Creation
Reasons to Create Original, High-Quality
Content:
• It’s the holistic approach to marketing.
• More cost-effective than advertising.
• Makes it easier to be found in search.
• A blog with consistent content helps you survive in
today’s environment.

46. Questions?
Visit: www.jessicaannmedia.com
Email: jessica {at} jessica ann media dot com
(no spaces)
Twitter: @itsjessicann
Google+: Jessica Ann

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