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Digging Deeper Into the Social Web: Social Search Semantics

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This presentation was delivered on February 9, 2012 to a group of Wilred Laurier University journalism students. The presentation\'s main goals were to educate students on the pitfalls of researching online, how marketers use the web, and some possibly implications in the future of the web.

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Digging Deeper Into the Social Web: Social Search Semantics

  1. 1. Digging deeper into the social web Social, search and semantics Liz Oke February 9, 2012
  2. 2. SocialThere are no rules. There are no boundaries.A powerful way to communicate to a hugeaudience rapidly.It can also backfire.
  3. 3. In business…
  4. 4. In politics…
  5. 5. Watch this video closely…:!What do you see?
  6. 6. This video was produced and posted over 3 years ago… it is still being passed aroundby people on Facebook as late as yesterday
  7. 7. In journalism…
  8. 8. How marketers use social media/blogs• Promote their brand• Promote a service/productThrough:• Community management• Content mining• Content management
  9. 9. Search / SEOSearch engine optimization affects indexing of information on the internet greatly.The higher the SEO rank of a website, the more strength it has to be on top of the pile in organic search results.
  10. 10. How marketers use Search/SEO• Improve their page rank with search engines• Achieve number one organic search resultThrough:• Link building• Listing in directories• Posting content filled with relevant keywords elsewhere on the web to link back to their site
  11. 11. SemanticsSemantics is slowly being adapted. The notion of an internet tailored to a particular person’s usage patterns.
  12. 12. The effect• Computers will be able to do the tasks that we presently do manually• Centralize the way information is collected• Deliver more targeted information to a specific users• The billions of pages of the web will be organized more efficiently• Non-indexed or “hidden” pages will become easily searchable
  13. 13. The Google Effect• Centralized all 60 privacy policies into one as of March 1, 2012• All Google services will be integrated• If you are signed into Google, your data will be shared across all Google products: YouTube, gmail, Google+, Chrome, Wallet, Analytics, blogger, Calendar, docs, Feedburner, Groups, Picasa, Talk• Your Google “experience” will be personalized based on your data• Log into Google Dashboard to see the full gamut
  14. 14. How Marketers are presently using rudimentary semantics• Behavioral targetingExample: If you search a particular keyword, you may find relevant ads following you around the web afterwards• Contextual advertisingExamples: A webpage containing the keyword “Jaguar” could contain ads about zoos and carsAn article announcing a Pulitzer prize winner will contain advertising for Chapters
  15. 15. DiscussionHow will the semantic web affect research?How will this new concept affect journalism?