2. How do youdefine
social media?

3. What is “social media?”
Social media uses web-based technologies to
turn communication into interactive
dialogues.
A common thread running through all
definitions of social media is a blending of
technology and social interaction for the co-
creation of value.

4. Traditional vs. Social Media
•generallyrequiresignificantreso •comparativelyinexpensive and
urces to publish information accessible to enableanyone
(evenprivateindividuals) to
publish or accessinformation
•requiresspecializedskills and
training •anyonewithaccesscanoperate
the means of social media
production
•centralizedframework for
organization, production, and •more
distribution decentralized, lesshierarchical,
multiple points of production

5. Traditional vs. Social Media
•the time between production •canbe capable of
and distributioncanbe long virtuallyinstantaneous
(thisisevolving) publication and response
•once created, cannotbealtered •canbealteredalmostinstantane
ously by comments or editing

7. Distinguishing Social Platforms
So what’s the differencebetween all
thesedifferentplatformsthatwe group
togetherunder the umbrellaterm
« Social media »?

8. 6 Types of social media functions
1. collaborative projects (for example,
Wikipedia)
2. blogs and microblogs (for example, Twitter)
3. content communities (for example, YouTube)
4. social networking sites (for example,
Facebook)
5. virtualgameworlds (e.g.,World of Warcraft)
6. virtualsocial worlds (e.g. Second Life)
Source: Kaplan and Haenlein, Business Horizons (2010)

9. Manydifferentkinds of technology
Rememberthattechnologyisalwayshalf the
equation, it’swhatallows social interaction.
Theseinclude, amongmanyothers:
 blogs and vlogs
 picture-sharing
 wall-postings
 email and instant-messaging
 music-sharing
 podcasting

10. Social media functions
Theymaysharesome of the
sametechnology, but
theyeachfavordifferentkinds of social
interactions.
They have differentfunctions.

11. Social media functions
How do weanalyzewhat the
functionis of a social platform
in particular?

12. Social media functions
All social media
sharecommonfunctional
building blocks
But theyeach focus on different
blocks

13. 7 Building Blocks of Social Platforms
1) identity
2) conversations
3) sharing
4) presence
5) relationships
6) reputation
7) groups

14. 1: The Honeycomb

15. 2: The Honeycomb

16. Analyzing social media
But differentplatforms use
differentcombinations of those building
blocks, emphasizingdifferentfunctionalities.
EX: LinkedInuserscare mostly about
identity, reputation and relationships
EX: YouTube’sprimary building blocks are
sharing, conversations, groups and reputation

17. 3: Specifichoneycombs

18. Why social media is transformative
66% of online adults use social
networkingsites (U.S.)
Source: PewResearch Center, August 2012

19. Why social media is transformative
To giveyou a sense of the growing impact of social media:
BetweenFebruary 2005 and August
2006, the use of social networking sites
amongyoungadult internet usersages
18-29 jumpedfrom 9% to 49%.
That’s a lot, right?
Source: PewResearch Center, August 2012

20. Why social media is transformative

21. WhyFacebookis transformative
• 12% of online adultssaythey use Pinterest
• 12% of online adultssaythey use Instagram
• 5% of online adultssaythey use Tumblr
• 66% of online adults use Facebook
• 20% use LinkedIn
• 16% use Twitter
Source: PewResearch Center, August 2012

22. How FB dominates all others

23. Why FB is transformative
• There are 955 million active users on Facebook.
• Facebook has 232 million users in Europe, 222 million in
NorthAmerica, and 219 million usersAsia.
• Facebook claims that, every day, usersspend 10.5 billion
minutes (almost 20,000 years) online on the social
network
• More concretely: dailyusers in…France spend 21m53s on
FB…in the United States spend 20m46s on FB

24. Why FB is transformative
If Facebookwere a country
itwouldbe the
world'sthirdlargest in terms of
population, largereventhan
the US.

25. Why FB is transformative
Mobile is getting bigger every month for
Facebook. More than half of those 900 million
users acess FB via mobiles, with more than543
million monthly active users on mobile
devices.

26. Why FB is transformative
Every minute, 684,478 pieces of
content are shared on
Facebook.

27. Why FB is transformative

28. What does PRIVACY mean in the
Facebook era?

29. Mark Zuckerberg
“When I got started in my dorm room at Harvard, the question a
lot of people asked was ‘why would I want to put any
information on the Internet at all? Why would I want to have
a website?’
“And then in the last 5 or 6 years, blogging has taken off in a
huge way and all these different services that have people
sharing all this information. People have really gotten
comfortable not only sharing more information and different
kinds, but more openly and with more people. That social
norm is just something that has evolved over time.

30. Your privacy is already compromised…
• Cell phones track you
• Credit cards track you
• Cookies track you
• Search engines track you
• Governments track you
• Credit agencies track you
• Employers track you

31. Whatdoes QUALITY mean in the
facebookera?

32. Managing the conversation:
• Traditional media could control the message
(the topic, the angle, the accuracy, even to
someextent, the response)
• In social media: youcannotcompletely control
your message, youcansimplybegin to
participate in the "conversation"
expectingthatyoucanachieve a significant
influence in that conversation

33. Social Media: Heart of Convergence

34. Social Media & Politics

35. Social Media & information

36. Social media and news
(in the US)

37. Social media and news

38. So what does this mean for you?
How will you use social media
professionally?
Chances are… you probably don’t
know what to do with it

39. Adaptyour communication
It’s a CONVERSATION: consumers
no longer want to be talked at.
Instead, they want brands to
listen, engage, and respond.

40. Adaptyour communication
You need to answer 3 questions:
1) Whatis the core of your content? What are
yourgoals?
2) Whatis the most relevant content for each
social platform?whatdo the usersherewant?
3) How canyoucommunicateyourcore content in
a waythatuserswant to consume it?

41. Practicum: YourPersonal Brand
Are youalreadyengagingwith social
media?
Whatdoesyour social media
footprintsay about you?
How do yourenhanceyour profile?

42. Practicum: YourPersonal Brand
• Are you on LinkedIn?
• Are you on YouTube?
• Are you on FaceBook and Twitter?
Do thesedifferent building blocks make
a coherentwhole?

43. Practicum: YourPersonal Brand
Whatmakes good Facebook and
Twitter content?
Whatis narrative arc?
Are youmakingyour blog social?

44. Communicating SOCIALLY
• Advertising&Monetization: SocialVibe
• Event planning: Eventful, The
Hotlist,Upcoming, Yelp, Inc.
• Advocacy: Causes, Jumo
• Fundraising:, Kickstarter, IndieGoGo

45. Social Advertising

46. Social Event Planning

47. Social Activism

48. Social fundraising