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Social Media

Discover the power of social media, a tool for promoting dialogue and consensus. Understand its global influence and why it's essential for all, not just teens. Dive into user-generated content, social bookmarking, and principles guiding online communities. Learn how to leverage social media to enhance your online presence with tactics and best practices for any budget.

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Social Media

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  1. Social Media IST 331 - Olivier Georgeon April 15th 2010

  2. Examples • Facebook • YouTube • Myspace • Twitter • Del.icio.us • Digg • Etc…

  3. Nominee for Nobel Peace Prize • The Internet was nominated to the Nobel Peace Prize for promoting dialogue, debate and consensus through communication.

  4. Why You Should Care • eMarketer estimates by 2011 one-half of all Internet users will use social networking regulary.

  5. Why You Should Care • It’s not just for kids • In 2008, 43% of the U.S. adult population used online social networking at least once a month. That figure will rise to 49% in 2011.

  6. Why You Should Care • It’s still a lot of teens though • 83% of US teens today use social networks

  7. Why You Should Care • Advertising Spend • $2.1 Billion spent on social media in 2008 • $4.1 Billion social media spend by 2011

  8. What is Social Media? • Social Network • User Generated Content (UGC) • Social Bookmarking

  9. 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, Orkut

  10. 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…

  11. 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,

  12. Social Media Principles • Who you are • Personalization • Who you know • Brows network • What you do • Generate an activity stream • Share an activity stream • Process an activity stream

  13. Generate an activity stream • Automatic • Google History, Google Analytics • Blog • Micro-blog • Twitter, yammer, identi.ca • Mailing groups • Google groups • Social network tools • Facebook, Digg, FriendFeed

  14. twitter.com Time Why Twitter works? Asking why twitter works?

  15. Facebook.com News / Live Feed Time

  16. plurk.com Time Time There is some semantics

  17. Google Groups Time Time

  18. Share activity stream • Web pages • Twitter, Facebook, friendFeed… • email • Sms • twitter • IM • Twitter… • RSS Feeds

  19. RSS Feed Time List of Items With a time stamp

  20. friendfeed.com Time Aggregate your Life stream From different sources - Twitter - Blog - Facebook - Digg …

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

  22. Netvibes.com RSS Feed aggregation Read

  23. Google Reader RSS Feed aggregation Read

  24. Google share items RSS Feed syndication Read Share

  25. Pipes.yahoo.com Automatic Feed processing: • Advanced Filter • Advanced syndication Time Time Time Abstraction

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

  27. Use social mediasto improve your online presence

  28. 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

  29. Best Practices • Attempt to leverage an existing social networks. • 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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