The document discusses the shift from one-to-many mass media communications to many-to-many social media interactions. It notes that as the number of media channels increased in the 2000s, mass media became less effective at reaching consumers. Social media supports sharing information through social interactions online and allows people to become content producers rather than just consumers. However, social media also brings challenges around how power and responsibility are managed in online communities.

1. THE CONTRADICTIONS OF SOCIAL MEDIA Bob Rapp, Head of Communities at Vodafone

2. THE PAST One-to-Many Communications THE PRESENT Cross-casting

3. THE PAST One-to-Many Communications

4. http://www.flickr.com/photos/pinkmoose/2781111584/

5. http://www.flickr.com/photos/aaronescobar/2170448724/

7. One-to-Many Communications THE PRESENT Cross-casting

8. http://www.flickr.com/photos/jurvetson/916142/ The Explosion of the Internet and Media Channels

9. http://en.wikipedia.org/wiki/Internet_censorship & Reporters Without Borders

11. … At the same time it’s getting increasingly difficult to reach consumers through mass media 1960s: Mass media matures 2000s: Mass media seize to exist TV channels per home: 5.7 Radio stations: 4,400 Magazine titles: 8,400 TV channels per home: 82.4 Radio stations: 13,500 Magazine titles: 17,300 Pages indexed by Google: 1 trillion Internet broadcast stations: 25,000+

13. Social media /ˈsəʊ.ʃəlˈmiː.di.ə/ , n. 1. media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. 2. supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues ( many to many ). 3. supports the democratization of knowledge and information, transforming people from content consumers into content producers. http://en.wikipedia.org/wiki/Social_media

14. Social media /ˈsəʊ.ʃəlˈmiː.di.ə/ , n. 1. media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. 2. supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues ( many to many ). 3. supports the democratization of knowledge and information, transforming people from content consumers into content producers. http://en.wikipedia.org/wiki/Social_media

15. = CROSS-CASTING

16. CROSS-CASTING POWERS THE WAY DECISIONS ARE MADE Here comes a new generation

17. http://www.flickr.com/photos/juhansonin/1778188040/sizes/l/ Didn’t u see mah tweets? Itz Ninja, nor pirates!

18. REMEMBER, WITH GREAT POWER, COMES GREAT RESPONSIBILITIES

19. THE INTERNET NEVER HURTS. IT’S VIRTUAL . REALLY ?

20. Isaac Asimov’s First Law of Robotics A robot may not injure a human being , or, through inaction, allow a human being to come to harm. http://www.flickr.com/photos/striatic/1276095/

21. THE GOOD THE EVIL

22. THE GOOD

27. THE EVIL

29. What do these women have in common ?

33. CROSS-CASTING = POWER + RESPONSIBILITY In sum,

34. When there are People

35. http://www.flickr.com/photos/jurvetson/2487910168/

36. There are Laws and Order

38. Code of Ethics for the People

40. Codes of Order for Technologies

42. Codes of Ethics for Social Media?

43. http://tjcnyc.files.wordpress.com/2008/08/social_mess_big.jpg

44. It’s messy. But we can try Today .

45. Do no evil

46. Be Honest

47. Don’t Hide

48. Walk Softly on Earth

49. How are we doing ?

50. World’s largest mobile operator by revenues >315m customers around the world Total communications strategy

53. Open API

54. Can we do better ?

55. Bob Rapp [email_address] [email_address] [email_address] [email_address] +44.7825111999 @bobrapp