Re-interpreting the Social Media Dream
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Illusions of Empowerment: Re-interpreting the Social Media Dream. Paper presented to the Human Communication and Technology Division/Critical & Cultural Studies Division at the 2010 Annual Convention of the National Communication Association.
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Re-interpreting the Social Media Dream
- 1. Illusions of Empowerment Re-interpreting the Social Media Dream Can an yone hear m e? Corinne Weisgerber, Ph.D. Associate Professor of Communication St. Edward’s University, Austin, Texas corinnew@stedwards.edu Twitter: @corinnew
- 2. The Social Media Hero Story Dave Carroll vs. United
- 3. The Social Media Hero Story Vincent Ferrari vs. AOL
- 4. Dell Hell Story Jeff Jarvis vs. DELL
- 7. 72 hours of Videos every Minute
- 8. 400 Million Tweets Sent each Day
- 9. Voice Paradox the more people become empowered and claim their voices through social media participation, the more drowned out individual voices become
- 10. Voice Paradox the more people become empowered and claim their voices through social media participation, the more drowned out individual voices become
- 11. .3% Reach More than 10,000 Views in one month 65%: 50 views
- 12. You have better odds playing the lottery than of becoming a viral video sensation
- 13. Visibility Work
- 15. Google Search: Uses algorithm to determine results Google PageRank: interprets a link from page A to page B as a vote, by page A, for page B. Looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important".
- 16. Black Hat SEO Organic SEO • deceptive • legitimate • link schemes • optimize keywords • JC Penney example • optimize titles & tags • optimize meta tags • attract links with good web content
- 17. “ The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ” - New York Times
- 18. “ The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ” - New York Times
- 19. Optimizing blogs 1. Narrow your topic 2. Identify keywords 3. Integrate keywords into: •titles/headlines •meta tags •blog tags
- 20. Engagement Work Two-way communication
- 21. 1. Narrow your topic 2. Identify keywords visibility work 3. Integrate keywords into: • titles/headlines • meta tags • blog tags 4. Attract links by: engagement • publishing frequently work • publishing valuable info • actively engaging others
- 22. HURDLES to social media empowerment • growing competition in an attention-economy • slim odds of standing out amidst millions of competing voices • specialized technical knowledge required to achieve visibility • time demands of visibility and engagement work
- 23. A New DIGI Tal DIV IDE
- 24. A New DIGI Growing gap between social Tal DIV IDE media power users and social media dabblers
- 25. Credits: Corinne Weisgerber, Ph.D. Associate Prof. of Communication St. Edward’s University @corinnew Copy of this paper: http://socialmediaprclass.pbworks.com/w/file/ 64603833/Empowerment.pdf