Transcript What About The Media WE Produce?

The Power of
Social Media
Umbrella Term that defines the
various activities that integrate
technology, social interaction and
the construction of words,
pictures, videos, and audio
Overview: Types of Social Media Services
 Bookmarking Sites and Social News Sites (Digg)
 Blogs and Microblogs (Twitter, Tumblr)
 Social Networking Sites (Facebook, Google+)
 Shopping Sites (Amazon)
 Multimedia Sharing (YouTube, Flickr)
 Virtual Worlds (World of Warcraft, Second Life)
23% of children between ages
0 and 5 use the Internet & 82%
use it on a weekly basis
1 billion tweets are
650+million active users on
Facebook
50% log in
per day
posted per week
460k new accounts are created
on Twitter
per day
#1 online activity beating porn
& personal email for total time spent
online
YouTube has 490+million users
worldwide
92 billion page views
each month
400 tweets per minute
containing a YouTube link
78 million monthly visitors on
Wikipedia
More video content is uploaded to YouTube
60 day period
in a
than the three
major U.S. television networks created in
60 years.
90 million users on
LinkedIn
What is social media?
Social media is a term used to refer to online
technologies and practices that are used to share
opinions and information, promote discussion and build
relationships.
Social media services and tools involve a combination of
technology, telecommunications and some kind of social
interaction.They can use a variety of different formats,
for example text, pictures, video and audio.
What is social media?
Social media is different to traditional forms of communication
such as through newspapers, television, and film.
Cheap – anyone with access to the internet (for example through
public libraries)
Accessible – the tools are easy to use
Enabling – allows almost anyone to do things that previously
were only the preserve of well-resourced organizations
The use of the word “Social” implies a conversation. Social media
is definitely not about one-way communication to a large audience
from big organizations.
Megatrends 1 – the death of control
The old era
The age of
control
Big organizations and
companies had a monopoly on
mass communication and got
used to controlling the message
The new reality
The age of
influence
Anyone literate with an internet
connection can self-publish for
free
Hard to control, can only
influence
Megatrends 2 – Fewer gatekeepers
The old era
One to many
Manage the gatekeepers
One-way, broadcast model.
Managing reputation =
managing the media.
The new reality
Many to
many
Less reliance on media: people
get information direct from the
source, and from each other.
New-style comms must reach
beyond media to a complex
interactive model.
Megatrends 3 – Fragmentation
The old era
A few
centralized
channels
People got most information
from a handful of news media.
Organizations could efficiently
manage (or at least monitor).
The new reality
A huge
cloud of
interaction
Conversations are distributed
wherever people form opinions:
blogs, social networks, YouTube
Separate provider for the
content, and the platform for the
content
Megatrends 4 – New web landscape
Old (web) era
The new reality
Push
Pull
communications
communications
Web as distribution channel
Web as community
The Web was a channel for
pushing out information.
Sites were static e-brochures.
The Web was utilitarian. People
felt neutral about it.
Now, people spend most time
on interactive social media.
The social web is informal,
immersive and emotive.
Megatrends 5 – New journalism
The old era
Ordered
and
predictable
The world of press releases,
news conferences and interviews
was well ordered.
Journalists knew the rules of the
game and were predictable.
Balance, professionalism,
accountability
The new reality
Messy and
opinionated
Huge and distributed.
Everyone can report.
Each sets his/her own rules.
No obligation to be balanced.
Complicated recourse for
inaccuracy.
Opinion dominates content.
Source: http://scoop.intel.com/what-happens-in-an-internet-minute/
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Among those who use social networking
sites, 53 percent said that they do not have
an online persona different from their
offline selves, but 15 percent admitted
that they are more “outgoing and talk
more" online.
Social networks
How I (as a new user) formed my networks
 After setting up an account on a given platform – e.g. Facebook or
Twitter, I then used the search tools to find people with similar
interests to me. For example:
- Career
- Sport
- Academia
- Campaigns
 For each interest, I was able to build up a small “virtual” network
that looks something like the diagram below
Everyone within this network
of interest is connected to each
other
How I (as a new user) formed my networks
This gave a picture that looked something like this:
Represented by the large yellow circle, I have links into a
number of different virtual networks as represented by the
small yellow circles:
How I (as a new user) formed my networks
As people have multiple interests, some of those interests
are shared:
Accordingly, they may already have links to the same communities of
interests that I have – represented by the green lines
How I (as a new user) formed my networks
Through the use of social networks, other people start
linking up too - denoted by the blue lines,
There now is a very complex virtual web of people linked by mutual interests. The
stronger each of those individual links is, the stronger the web is.
How networks can be used
Having a virtual web such as this can serve three key purposes:
1) For “support”
2) For the search for greater knowledge
3) To challenge those in authority.
Social Media & Marketing
(Using to sell us stuff)
So, Who’s Doing it Right?
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Traditional Literacy
•Reading, writing,
speaking, listening,
Digital Literacy
•Ability to use digital
technology,
communication tools and
networks to locate,
evaluate and create
information
Tool Literacy
•Ability to use tools to
manage, consume and
create information
Today’s (new)
Literacy
[+ “Social Network
Literacy”  trusted
social connections]
Media Literacy
•Ability to question,
analyse, interpret,
evaluate and create
media messages
Source: Dr Daniel Churchill, www.learnactivity.com
Information Literacy
•Ability to identify what
information is needed
and the ability to locate,
evaluate and use
information
Critical Literacy
•Ability to question,
challenge and evaluate
the meanings and
purposes of texts
Visual Literacy
•Ability to understand
and produce visual
messages
Digital Curation
© http://dilbert.com
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Aggregation & Filtering
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Take-Aways
•
Social Media is ubiquitous. The numbers keep getting
bigger. But we’ve sacrificed quality for quantity and
accuracy for timeliness.
•
The most important skills for a 21st century
knowledge worker are the ability to network and
socialize.
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