with Melissa Morgan (www.ememdesign.com) An introduction to gauging the impact of social-media on society in this media saturated, hyper-networked, über-techie, digitally innovative world.

1. Image: © All rights reserved by linkedmediagrp
*
Social Media
with Melissa Morgan (@ememdesign)
An introduction to gauging the impact of social-media on
society in this media saturated, hyper-networked, über-
techie, digitally innovative world.

2. *I am ME

3. The Heart of America Foundation®
* www.heartofamerica.org
* Twitter.com/@heartofamericaf
* Facebook.com/heartofamerica
* Click here – Target School Library Makeover Principal
Group
*I am ME

4. “Social media is about sociology and
psychology more than technology”
- Brain Solis, FutureWorks

5. 1. What social media accounts do you log into?
And, how often?
2. What do you use to connect? (iPhone,
Blackberry, Android, ipad, laptop,
desktop,…)
3. What are three things you like MOST about
social media?
4. What are three things you like LEAST?
*

6. Our e-world allows us to:
* Stay in touch with family/friends from afar
* (Re)connect with distant friends
* Get instant info: news, births, passing-ons, events…
* Telecommute / Work remotely (23% workers in 2009)
* Take advantage of time-saving tools
* Express ourselves and causes (blog, email, text message)
* Gather information at our fingertips in mere seconds
* Be ‗green‘ (QR code boarding passes!)
* Learn about others
* Click here
* Make love connections online
* Network professionally
* Gifts

7. How has social media impacted/influenced your:
* daily stress level, health, sleep patterns, ability to focus,
* political engagement, community activism, awareness of
―causes‖,
* cultural understanding/sensitivity,
* spending patterns,
* work environment,
* social circles,
* self esteem,
* relationships?
How do you think it has impacted society in these areas?
*

8. * Do you feel isolated or at a loss when you forget your Smartphone at
home?
* Do you check your Facebook account as often (or more) as you eat?
* Do you suffer heart palpitations when you go away for a weekend
without your laptop or iPad? (or can‘t connect to wifi on an airplane?)
* Have you stood in line for an iPad for hours, just so you could update
your Facebook status on a bigger screen while on the move?
* Do you TWW (Tweet while walking)? Do you DWT (drive while texting)?
* Do you login to Facebook before you brush your teeth in the a.m.?
* Do you check your Facebook or Twitter updates ‗after‘ going to bed?
*

9. Myspace makes me 
*Remember when…?

10. * No longer a fad; embedded in our daily lives
* Reshaping and shrinking our world – it‘s global
* A business investment
* A means to expand our influence
* An avenue to promote awareness
* A powerful and instant communications tool
* Telling of dynamics ―in the street‖
* Now a platform for debate and dissent
* A force (good/bad? You decide)
* Not to be ignored…
*Social Media is…

11. *

12. “I hear Youtube, Twitter and Facebook
are merging to form a super Social
Media site – YouTwitFace!”
Conan O‘Brien, The Tonight Show (2009)
Click here

13. * Facebook is rapidly approaching
1 billion users - 800M are on
Facebook (9.3% of the world‘s
population*)
* 200M are on Twitter
* 100M are on LinkedIn
* 20M are on Google+
* The world’s population = 7 billion people
(2011)
*Power

14. “The addiction, (to social media)
like crack cocaine has spread”

15. * 50% of the world‘s population are under age 30
* 96% of them have joined a social network
* >75% Facebook users are outside the US
* >400 million people (>50% of active users) log on to Facebook
in any given day
* >350 million access Facebook with mobile devices
* 250 million photos uploaded/day on Facebook
* Average Facebook user has 130 friends and is connected to 80
community pages, groups and events
*

16. * Can you name the top 3 websites by traffic (as of last year)?
* 3- Youtube
* 2- Facebook
* 1- Google
* Google released a list of the top 1,000 sites in the world:
* 1-Facebook, 4-Wikipedia, 12-Wordpress, 18-Twitter
* Fastest growing search engine (with 24B search queries/month)?
* Twitter
* Google supports (88B/month) (7.7.10)
* Children under the age of 12 send/receive over 1,000 texts/month
* 45% Americans ages 12-19 have a cell phone
* 37% of which use text messaging
* Teens make 231 calls and 1,742 text messages/month
Socialnomics.net (2010)
*
Facebook.com (2011)

17. “(Twitter is) not a social
network…That’s been a myth since the
beginning…We’re much more like an
information network or a source of
news.”
- Biz Stone, Twitter Cofounder (July 2010)

19. “Sometimes I text my friends Susie and Barbie for hours
after I go to bed and we talk about everything.”
“I put my phone on vibrate and then I can pass notes to
my friend in the class down the hall.”
“I texted my vote on American Idol and she won.”
“I couldn’t live without it (text messaging)”
aboutourkids.org – NYU Child Study Center

20. * Family members text each other in the next room
* (Pre)Teens develop alter-egos/online personalities
* Anonymous online bullying occurs, GLBTQ youth commit
suicide at alarming rates and hate groups recruit online
* Children are exhibiting long-term pain conditions from
spending hours repeating the same movements on their
phones and games
* (obesity, vision changes, carpal tunnel, tennis elbow, spinal disorders,
nerve and muscle dysfunction, neck and arm disorders)
* Parents seek out:
* new technologies address ―sexting‖
* TeenTextAddict.com to ease family tension, lower massive
cell bills, and uninterrupted dinner and conversations
*Family Affairs Today

21. “We Millenials have capitalized on creating a personal
brand that directly correlates with our personalities.
Whether you’ve realized it or not, everything from
your profile picture, personal information, updates,
daily interactions and even your typing style (dO u
Wriite lyk tHiS??) were strategically decided upon on
the basis of one question, “How do I want my peers to
see me?”

22. * Openess is second nature
* There‘s no better time than NOW!
* There‘s no such thing as a stranger (rank and social order
are less relevant)
* Less bound than any other generation when it comes to
access of information and people
*

23. * Are our attention spans shrinking?
* Are we losing our ability to empathize?
* Are our identities being eroded?
* Is there a correlation between rise in prescriptions for
drugs used to treat ADHD with increase of time spent at
computers?
* Does social networking cause transient relationships?
* Are we losing social skills?
* Has social media changed us?

24. Have you ever?
* Gotten ―sucked in?‖ to mindless, endless
browsing?
* Felt addicted to your mobile device?
* Lost track of the day while online?
* Digital distractions abound (goodbye
Solitaire, hello… FarmVille!)
* iPad dinner dates
* Social avoidance (cell phones in cars,
elevators, waiting rooms,…)
* Less face-to-face/voice-to-voice
* Digital miscommunication
* [time]
[people] [manners]

25. *Poor penmanship, spelling and grammar ??? “Google
it!”
* Research Finds Text-Messaging Improves Children’s Spelling Skills,
readwriteweb.com, 1.25.11
* Social media has helped children become more literate according
to a survey of 3,000 children (The National Literacy Trust, 2010)
*We believe things to be real and true
* Iffy news ―sources‖
* Quotations without source validation (MLK quote)
* Coauthored documents (wikipedia)
* Deals too good to be true
* It must be true! > *Click and Share* > :( oops
* Dispell online myths at snopes.com (that‘s if you trust
them)
*

26. Have we gone too far?
* It's hard to be separated from the one you love. But a new invention could make it
possible for you to hear your mate's heartbeat while you sleep (through a heart
monitor sensor ring)…And they go to sleep hearing each others heartbeat live.
- NECN/CNN: Jeanne Moos, New York (2011)
“Oftentimes we like to take
naps together over Skype,
but this [pillow] would
make things so much more
fantastic.”
– Woman separated by her spouse who is on
military deployment
* Introducing:
the Cyber pillow, lol!

27. What are the implications of blurred boundaries?
* Lines between work and home life are blurred
* The need for constant communication leads to lack of
social etiquette in public places (see Muppets)
* Are ―Friends‖ our friends?
* TMI, lack of personal info filters, daily drama updates
* Airing dirty laundry (Google indexes & archives your
tweets; blog posts are saved for decades)
* Anonymous reviews posted on Yelp and Unvarnished
* Employers google interviewees pre-interview
*omg

28. “A truly human being is never primarily or
basically concerned with himself or herself, or
anything within himself or herself; but rather is
reaching out of themselves, into the world,
toward a meaning to fulfill…”
- Viktor E. Frankl

29. What are the effects of social media on people’s:
* Personalities and behaviors?
* Compassion, empathy, and emotional intelligence?
* Perceptions of, connection to, and interaction with others?
* Ability to relate to others who are similar or different from them?
* Relationships with their families?
* Awareness of pitfalls of consumer based economies?
* Concepts of and connection to greed?
* Engagement in community-based issues?...politics?...religious
expression?
* humanity

30. “Social Media makes the world smaller,
and brings our hearts together.”
Lori Moreno

31. * Digital compassion = a new wave of civic involvement; it‘s
now easier to spread awareness about issues close to our
hearts
* Outpouring of global online sympathy and tributes re:
untimely death of Apple icon, Steve Jobs, dubbed the
‗Princess Diana of the Internet‘; other Facebook tribute
pages exist and help with grieving
* Online communities/groups replace family voids, help people
to feel they belong, matter and have a voice. (Finestwheat)
*Digital
Compassion

33. * Mashable

34. * The President - Social media campaign propelled
Barack Obama to the White House
* Vets - Iraq & Afghanistan Veterans of America unites
servicemembers – iava.org
* Moms - MomsRising.org onesie campaign
* Surfers - Surfrider‘s advocacy – surfrider.org
* Doin’ It

35. “The revolution will not be televised.”
Gil Scott-Heron

36. * The world was surprised with technology‘s power to
revolutionize political dissent during the ―Arab Spring of
2011‖ revolutionary wave of demonstrations and protest in
the Arab world (12.18.10)
* Anti-govt protesters in Tunisia & Cairo, Egypt used Twitter,
Facebook, etc. to combat censorship & organize
demonstrations that ousted presidents, including Mubarak.
* Affected Tunisia, Egypt, Libya, Bahrain, Syria, Yemen, Algeria,
Iraq, Jordan, Morocco, Oman, Kuwait, Lebanon, Mauritania,
Saudia Arabia, Sudan and Western Sahara
*Revolution

37. * Power can be contested in social interactions in such a
way as to bring about widespread cultural and social
change…
* Arab Spring protests shared techniques of civil resistance
involving strikes, demonstrations, marches and rallies as
well as use of social media to organize, communicate and
raise awareness in the face of state attempts of
oppression and internet censorship.
* Governments now are developing strategies to respond to
(and control) the new player in the political arena—social
media.
* Govts are investing in social media monitoring tools; US
State Dept is advising other govts on social media
*Governing

38. How often does social media play a role in violence?
* London youth virtually coordinated August looting sprees and arson
* Twitter, Blackberry Messenger and Facebook were blamed for inciting
violence
* Prime Minister Cameron threatened censorship and shutdown of social
media and messaging platforms in response.
* #RiotCleanup - Nonviolent social media users united to clean up London‘s
streets. Riotcleanup.com
* After a shooting by a transit authority police officer, San Francisco‘s BART
transit system faced anger and accusations of breaching constitutional
free speech when it sought to shut down cell phone service within the
system to hinder protests.
*
#weaponsofmassdestruction
#vesselsforgood

39. Social media is one of the first places that spreads
information to counter act “official agendas”.
* Millions (of ‗regular‘ people) can coordinate political
action quickly via social media
* Avoids conventional leadership – ―The powers that be‖
have less control over social media than they do over
main stream media.
* This challenges traditional political power structures
* Viral messaging spreads like wildfire!
*
Web
Political/Community Action!

40. * Political repression, economic crises and the widening wealth gap in
countries could fuel growth in protest triggered by social media
* In effect, major social media companies (Google, Facebook, Twitter)
could become gatekeepers of debate and dissent.
* Social media-organized protests led to U.S. Occupy Wall Street & other
―Occupies‖- http://www.flickr.com/search/?q=occupy&f=hp
* European activists have used social media to coordinate mass street
unrest.
* Russian dissident bloggers have come under cyber attack from hackers
suspected sympathetic to the Kremlin.
* China monitors and censors online debates.
* In Middle East, some countries arrest or threaten bloggers or those
accused of spreading ―malicious rumors‖; individuals are sought out and
made examples of.
* Digital activism in the Middle East http://www.bethkanter.org/emediat-
activism/
*Organizing

41. “Thomas Jefferson used newspapers to win the presidency,
F.D.R. used radio to change the way he governed, J.F.K. was
the first president to understand television, and Howard
Dean saw the value of the Web for raising money.”
“But Senator Barack Obama understood that you could use
the Web to lower the cost of building a political brand,
create a sense of connection and engagement, and
dispense with the command and control method of
governing to allow people to self-organize to do the work.”
- Mathoda.com

42. * The Obama campaign did not invent
anything completely new.
* Instead, by bolting together social
networking applications under the
banner of a movement, they created
an unforeseen force to:
* raise money,
* organize locally,
* fight smear campaigns and
* get out the vote that helped them win.
*

43. * We’ve moved from an industrial
to an informational society.
© All rights reserved by RadarDDBuk
* What do you see around you
every day?
* The world's major brands are engaging with
customers through social media.
* Old city looks at 2005 list of top 20 global
companies.
* New city sees how those companies stack up
when it comes to social media engagement
plus a new set of companies that are
embracing social media are added
*
Brandscape

44. “Interactive will cannibalize
traditional media.”
US Interactive Marketing Forecast, 2009 To 2014

45. Change is in the air:
* Thanks to social media, customers have ever increasing
power over businesses.
* Google and Bing now place a higher priority on all things
social (top of search lists)
* Interactive trends will redefine business
* While social media marketing is currently low cost marketing (many
tools have free elements), it is estimated that this marketing spending
will grow from millions (2009) to billions (2014) in the US.
* Businesses now see it as necessary, not evil and are shifting money
away from traditional marketing. (bye, bye direct mail, newspapers
and magazines)
* Challenge to develop new, innovative services (i.e. USPS)
* Results in new ways of thinking and advertising - Social Media Case
Study: Audi – (video) http://www.socialnomics.net/2011/06/27/social-
media-case-study-audi/
* Business

46. Actions:
* Used social media to allow questions and comments, free exchange of
information and rich dialogues.
* Twitter was a hit; Microsoft used links to direct customers directly to answers
to common questions and issues.
* Blogs helped with free flow of information.
* Users select their language of choice for communication.
* Microsoft monitored and reacted to feedback and results.
Results:
* 15% lift in satisfaction ratings in first year; 17% in the second
* 400% increase in traffic to main service internet site (―Home Base‖)
* 30% drop in calls & 54% growth in social media engagement.
http://www.socialnomics.net/2011/09/19/social-media-case-study-microsoft/
* Microsoft

47. * Who is being promoted? Who is being hired?
* Who is being left behind?
* How does the digital divide factor in?
* What other concerns are there?
* Customer service
* loss of jobs
* automated services
* less human interaction
*

48. “On twitter we get excited if someone
follows us. In real life, we get really
scared and run away.”
thenickyblog.com

49. Safety In the Workplace
* 81% of people don‘t have * Intergenerational
their Facebook privacy miscommunication (phone
settings configured call doesn‘t mean email)
properly * Work distractions (thanks a
* Identity theft lot, youtube)
* Inappropriate behavior * Workplace Social media
(pedophiles, stalkers, policies
violence) * People have been fired for
* Texting-while-driving inappropriate comments on
personal social media sites
*Beware / Be Aware

50. “We’re no longer lazy consumers of passive
messages. Instead we’re active participants.
We now get news through the network we’ve
created, and the news we pass to one another
says something about us.”
Mike Laurie (mashable.com)

51. Social Media has had great influence over societal issues related to:
* Identity development • Health (mental and physical)
* Culture of youth • Consumerism
• Globalism
* Behavior and risk taking • Government relations
* Family structures and relationships • The US Presidency
* Human connectivity, intimacy, • Mass communications
interpersonal relationships and • Sources of news and information
communication • Concepts of reality and ―truth‖
• Business and the work environment
* Social skills and interactions • Work habits
* Social etiquette, values, boundaries and • Educational influences, limitations and
norms attainment
* Perceptions of, connection to, and • Media (il)literacy
interaction with others • Personal safety and privacy
* Empathy and apathy
* Community activism and digital
compassion
*
* Political engagement

52. 1. If you haven‘t yet, accept social 11. Slow down, write a hand-written
media for what it is right now at note and mail it with a stamp
this moment 12. Talk to your partner face-to-face
2. Embrace it and have some fun 13. Say hello to people in the elevator
3. Become one with it – use it to 14. Invite a friend out to dinner (leave
your advantage: find inspiration your iPad home and put your cell
and information phone on vibrate)
4. Engage/Get active 15. Be safe, be smart
5. Gain an edge in your workplace 16. Limit your circle of online ―friends‖
6. Don‘t be fooled (Big Brother and adjust your security settings
knows, be media and marketing- 17. Google yourself
literate)
18. Think before you press the submit
7. Balance your news input sources button
8. Learn about others 19. Put your phone down and drive
9. Pay attention to youth 20. Talk to your children about their
10. Pay attention to your body online id‘s and safety (view their
(breathe, stretch) pictures/posts and friend them)
© 2011, ememdesign.com
* 20 Tips to Surviving and Thriving
in Our Digital World

53. “Google It!” * amberwatchsafetext.com
* Avoiding Identity Theft www.Dictionary.com
* Cyber-Bullying * Facebook privacy settings
* Online Hate Groups * Google ―trending‖ topics
* How to focus at work and * RSS feeds
avoid digital distractions * Socialnetworking.procon.org
* How to avoid online * Twitter Business Best
miscommunication Practices
* Social Media Etiquette * USPS.com
* Zen in the workplace
*

54. Build your “Brand” Share
* about.me * bit.ly short links
* linkedin.com (post your resume) * bundlr.com
* qrcode.kaywa.com (QR codes)
* docs.google.com
* weebly.com (web sites)
* wordpress.com (blog) * dropbox.com
Connect Music
* facebook.com * pandora.com
* idealist.org (jobs and volunteering) * ping.com (iTunes playlists)
* mailchimp.com * www.shazam.com (what‘s that song?)
* punchbowl.com (e-cards and e-invites)
* serve.gov (volunteer) * www.soundhound.com (what‘s that song?)
* skype.com (video calls)
* tango.me (video calls) Photos
* picasa.com (collage)
Promote a Cause * shutterfly.com (share, create and order)
* chipin.com
* indiegogo.com
Video
* razoo.com
* livestream.com
Search * qik.com (use your cell phone)
*Favs
* images.google.com * youtube.com (make a channel)
* twitter.com (use # hashtags)
* yelp.com (search delivery)

55. * Aboutourkids.org NYU Child Study Center, ―Texting and Talking: Kids and Cell Phones‖
by Anita Gurian, Ph.D.
Allbusiness.com - ―Social Media for Small Biz: Your HR Survival Guide‖ – Evil HR Lady,
11.14.11
* Argylesocial.com
* Askmen.com
* Fastcompany.com
* Commetrics.com Forrester‘s Interactive Advertising Models, July 2009
* Jeffbullas.com - ―3 Big Reasons Why Social Media Marketing is Essential for Your
Business‖ – Jeff Bullas, 5.11.11
* Nytimes.com - ―How Obama Tapped Into Social Networks‘ Power‖ – David Carr,
11.9.08
* Reuters.com - ―Insight: Social media – a political tool for good or evil?‖ – Peter Apps,
9.28.11
* Socialmediamagic.com
* Socialnomics.net
* Thecollectivepc.com – ―Chronic Pain in Kids…A look at what all that ‗texting and
gaming‘ is doing to their health.‖ – Dr. Blair Lamb, 8.23.11
* Wikipedia.com
*