Transcript Diapositive 1 - University of Washington

A Brief Overview of
Social Media
UW PRSSA
May 21, 2009
Jessica Randazza
What is Social Media?
Online technologies and practices that people use to share opinions,
insights, experiences, and perspectives with each other*
Communication is no
longer a one-way
exchange
It’s about conversations
• between consumers
• with and about your brand
• about the trends and content
that you want to be associated
with
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*Source: Wikipedia.com
Online conversations
in social media leave
footprints…
As I communicate
with the people and
groups I care about,
we share information
and link to one
another – in a way
that can be mapped.
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Source: Briansolis.com
Who is Using Social Media?
Traditional Media/Journalists
More than 50% of journalists go to online communities to source stories
28% visit every day
33% of journalists say they use blogs as a way of uncovering breaking news
or scandals
43% of journalists use blogs to research and reference facts
Consumers: Teens to Seniors
Nearly half of users are over the age of 30
More than 100 million blogs
A new blog is created every second of the day
65% of blog readers read blogs to get an opinion
Everyday, there are 3.5 billion fragmented, brand-related conversations
happening across the internet*
65% of online shoppers always rely on consumer generated reviews before
they buy*
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Source: Power Review Survey
Who is Using Social Media?
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Source: Forrester Research
Why is Social Media an Important
Consideration?
Creators of social media are becoming trusted media
Influence from traditional media is waning
Brand messages are competing with consumer opinion
It’s more than another channel through which to deliver messages
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Endless Opportunities
Engage your audience
Identify consumer movements
Drive buzz or word-of-mouth to impact sales
Focus group to bounce new product ideas off of
Idea and content generation
Find group of fans to spread brand gospel
Dispel myths, inaccurate information or “cybersmear”
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“Your brand is no stronger than
your reputation – and will
increasingly depend on what comes
up when you are Googled”
Allan Jenkins, editor of Observer Magazine
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Glossary
Aggregator: A web application which aggregates
syndicated web content such as news headlines,
blogs, podcasts, and vlogs in a single location for
easy viewing. Also called: feed reader or news
reader. (Ex: Newsgator, Google reader)
Podcast: a series of audio or video digital-media
files which are distributed through web feeds.
RSS: Stands for "RDF Site Summary," but is
commonly referred to as "Really Simple
Syndication." RSS is a method of providing web
site content such as news stories or software
updates in a standard XML format. RSS content
can be accessed with an RSS-enabled web
browser or other programs designed for retrieving
RSS feeds.
Blog: Short for "Web Log," this term refers a Web
site, usually maintained by an individual with regular
entries of commentary, descriptions of events, or
other material such as graphics or video. Many
blogs are hosted by services that offer user-friendly
templates and applications. “Vlog” refers to blogs
that consist mainly of video entries. (Ex: Blogspot,
Livejournal, Blogger)
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. (Ex: Digg, Reddit, StumbleUpon)
Feed: A web feed (or news feed) is a data format
used for providing users with frequently updated
content. Content distributors syndicate a web feed,
thereby allowing users to subscribe to it. Making a
collection of web feeds accessible in one spot is
known as aggregation, which is performed by an
Internet aggregator. A web feed is also sometimes
referred to as a syndicated feed.
Social network: a service that focuses on building
online communities of people who share interests
and activities, or who are interested in exploring the
interests and activities of others. Most social
network services are web based and provide a
variety of ways for users to interact, such as e-mail
and instant messaging services. (Ex: Myspace,
Facebook, LinkedIn)
Microblogging: a form of blogging that allows
users to send brief text updates (say, 140
characters or fewer) or micromedia such as photos
or audio clips and publish them. These messages
can be submitted by a variety of means, including
text messaging, instant messaging, email, MP3 or
the web. (Ex: Twitter)
Video/Image sharing site: A hosting service that
allows users to upload, maintain and share large
quantities of video and/or image files.
(Ex: YouTube, Flickr, Hulu)
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