Transcript What is social media?

Antony Carpen
Public Policy & Social Media
Tel: 07779 205270
Email: [email protected]
Social Media Workshop
Haven Gateway Partnership
08 October 2012
Web: http://antonycarpen.co.uk
Introduction
What we’ll cover – part A
-Why the dragon?
-Megatrends in social media
-The impact of social media on local government
-Opportunities for social media in East Anglia
-It’s not just about hard sell
-Don’t forget the wider community
Introduction
What we’ll cover – part B
-The tools – a look at some platforms
-Before you start: Information security
-Digital videos: Blogging and Facebook
-Micro-blogging: Twitter
-LinkedIn – how do you use it?
-Using social media passively – reading only
Antony Carpen
Public Policy & Social Media
Tel: 07779 205270
Email: [email protected]
Part A
Megatrends
Web: http://antonycarpen.co.uk
Why listen to a bloke with a dragon?
Because the dragon might eat you???
Because there might be more dragons elsewhere?!?!
Because Cabinet Office listened to the dragon &
mentioned dragon in press release?
Because Baroness Tanni Grey-Thompson invited dragon
for tea & cake in Parliament?
Because 12 MPs follow dragon on Twitter?
What is social media?
“The “social” in social media implies a conversation. The
difference between social media and the TV is that with the
latter, viewers seldom engage with the programme-makers of
the show that they are watching. Only in very recent times
have programme makers expanded into the world of social
media. Think X-Factor.
Megatrends 1 – the death of control
The old era
The age of
control
Big organisations 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
centralised
channels
People got most information
from a handful of news media.
Organisations 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.
How big is social media in the UK?
10 million UK
accounts
> newspaper sales
30 million+ accounts
Almost half the UK
population
5% of users write 75%
of tweets
Impact of social media on #LocalGov
This is about partnership working
Social media is enabling local authorities to reach out and engage with
local people like never before.
- Monmouthshire
- Cambridge
How are you engaging with:
- Local authorities?
- Local councillors?
- Local MPs and MEPs? Do they know what you are doing? Can they
help you overcome barriers?
- Local journalists? They are an important link too
Social media is not hardsell
The risk with social media is treating it as an extension of directselling channels.
Many organisations are still at the ‘hard sell’ stage – if they are at the
‘social media’ stage at all. Social media enables users to bite back –
publicly. To avoid being bitten badly, you need to be prepared to
engage.
Examples:
LA Fitness
Tomorrow’s People – a charity
Conversation & communities
You don’t necessarily know who your advocates will be
There are lots of little niches that are developing all the time. Where
are yours?
If a conversation that you want to have happen is not happening, have
you considered hosting it? For example Teacambs.
Is there something wider happening in your local area that you can
help facilitate? Who can bring your community together and link up
communities within a community? For example my CambridgeL!VE
project.
Antony Carpen
Public Policy & Social Media
Tel: 07779 205270
Email: [email protected]
Web: http://antonycarpen.co.uk
Discussion point:
Any thoughts, comments or
observations on those
megatrends?
Antony Carpen
Public Policy & Social Media
Tel: 07779 205270
Email: [email protected]
Web: http://antonycarpen.co.uk
Part B
Social media tools and platforms
How should I use social media?
Responsibly
‘I trust my officers with the powers of arrest and the ability to deprive
you of your liberty. Therefore I am going to trust them to use social
media’
A senior police officer on Twitter.
-That is not to say they are given access to social media without any
training. Social media carries risks. So does life. What matters is how
we manage those risks.
-Part of that training involves you seeking out further knowledge –
enough for you to ensure that you are comfortable using social media.
Before you start – information security
Social media is value neutral; people are not. Bad people
use social media as well as good people. You need to
protect yourself from the latter.
If you have staff that report to you, you or your institution
may have duty of care to ensure your staff are properly
trained to be aware of, if not, handle social media.
Please ensure that both you and any young people that
you know read through guidance from the Information
Commissioner at http://www.ico.gov.uk/youth.aspx
A short clip on safe social media use
A short digital video on social media guidance from the
Department of Justice in the State of Victoria, Australia.
Greater variety of interaction
Social and digital media has the potential to transform
how organisations interact with people – not just
customers and stakeholders.
-Podcasts
-Digital video – including animation
-Blogs
-Fan pages – e.g. Facebook and Myspace (!)
-Sharing of third party content
-Micro-blogging – e.g. Twitter
Issues of accuracy and credibility of sources? Recall megatrends
earlier.
Digital videos
To demonstrate one such method of learning, I
commissioned four young people to help me
produce some digital video guides on social media
tools.
Introduction to Facebook – by Kate McAlpine and
Martin Young, @WhatKatie_Did and
@MediocreDave on Twitter respectively
Introduction to blogging on Wordpress – by Nyika
Suttie - @PuzzledByADream on Twitter
Twitter
See https://twitter.com/about
•“Twitter is a real-time information network that
connects you to the latest information about what you
find interesting.
•Simply find the public streams you find most
compelling and follow the conversations.
•At the heart of Twitter are small bursts of information
called Tweets. Each Tweet is 140 characters in length,
but don’t let the small size fool you.”
What can you get into a tweet?
Lots
- Announcements
- Links to news, information, articles and
columns
- Photographs
- Comments
- Feedback
How do I use Twitter?
Excessively
-I know I need to tweet less regularly. (1,000 tweets and re-tweets is
not particularly healthy!)
-I tweet through an ‘avatar’ – in the name of Puffles the Dragon Fairy.
-I tweet using both laptop and smartphone
-I use Twitter both as a medium for online chat and as a medium to
share information and state opinions. WARNING – this is where
people get unstuck – more to follow
-I have published “House Rules” that I use to manage people’s
expectations.
-I have met up with people I first stumbled across through Twitter,
and I have sold cuddly toys online to people I’ve not met.
Who can you follow and engage with?
That is up to you, but Puffles has lots of
recommendations in a series of blogposts themed as
Puffles’ Twitter Lists
Following and unfollowing is much more informal than
friending/unfriending on Facebook. Turnover of
followers tends to be higher
Don’t feel obliged to stick to ‘professional’ contacts.
Branch out to other areas of interest – especially
hobbies.
How do I use Twitter?
Social media is a new phenomenon. Therefore lots of people will
inevitably be either unfamiliar and/or uncomfortable with it.
You won’t become an expert using Twitter overnight. It takes a little
bit of time to get used to it. Be patient.
Twitter exchanges can have the feel of a private 1-2-1 chat in the
pub. But the whole world is potentially watching.
-Diane Abbott
-Chris Huhne
Don’t drink and tweet. You know why.
SPAM – it’s evil and I hate it but we have to deal with it.
Antony Carpen
Public Policy & Social Media
Tel: 07779 205270
Email: [email protected]
Would you like to see a
demonstration of Twitter?
Web: http://antonycarpen.co.uk
LinkedIn – a bit like Facebook, but for business
• At its most basic level, it is your
online CV
• Helps link you up with other
potential contacts that may be of
interest to you
• Tends to be more popular in the
commercial world
• Most people within my network do
not use it actively – hence why I
rarely use it. This may not be the
case with you.
“I’m interested in reading who is saying what on
social media, but don’t want to be active”
Really Simple Syndication
• A form of web feed used to publish frequently
updated content like blogs and news
• Receive updates from all sites in one place.
Why RSS matters for academia
• Subscribe to feeds to monitor blogs and
social media efficiently
• Publish feeds on news or blogs to make
content easy to follow
Work out how to use it
• Get a free account with Google Reader or
Netvibes
• Useful for the ‘passive’ social media user
Antony Carpen
Public Policy & Social Media
Tel: 07779 205270
Email: [email protected]
Questions?
Copies of these slides can be found on my website at:
Web: http://antonycarpen.co.uk
Credits
•
•
•
Icons on slide 3 http://designrfix.com/freebies/free-icons-ultimate-resource-list
Slides 4-9 – Jon Worth
Stats on slide 9:
FB as of Feb 2012 at http://www.clicky.co.uk/2012/02/uk-facebook-statisticsfebruary-2012/
Twitter as of May 2012
http://www.guardian.co.uk/technology/2012/may/15/twitter-uk-users-10m
•
Social Media Policy Guide – Department of Justice, State of Victoria, Australia at
http://www.youtube.com/watch?v=8iQLkt5CG8I
Facebook and Blogging digital videos, - my own commissions
•
Acknowledgements
• Jon Worth for being brilliantly supportive as always
• Nyika Suttie, Martin Young, Kate McAlpine and Alice
Sheppard for their hard work on the videos
• My family as always for putting up with me
• Puffles – for being Puffles
• All of Puffles’ followers who help make social media
so much fun, varied and interesting
• All of you that attended, commented and fed back