The document discusses social media and social capital. It defines social capital as the resources from relationships and networks. It explores how Pierre Bourdieu viewed social capital as reproducing social relationships and mutual recognition. The document also examines how students use social media strategically to connect with potential employers and find placements or jobs in the media industry through platforms like Facebook, Twitter, YouTube and LinkedIn. Students recognize the need to curate separate personal and professional profiles online.

1. Understanding Social Media

2. How being social connects us together and
the role Social Media plays in that.
– Social Capital
– The Networked Audience
– How students use Social Media

3. being social connects us together

4. being social connects us together

5. Pierre Bourdieu
MARXIST

6. Bourdieu
Economic Capital – property
Cultural Capital – socialisation, class, education
Social Capital

7. “Social capital is the sum of the resources,
actual or virtual, that accrue to an individual
or a group by virtue of possessing a durable
network of more or less institutionalized
relationships of mutual acquaintance and
recognition.”
(Bourdieu, in Bourdieu & Wacquant, 1992: 119)

8. Bourdieu
Groups are formed from social norms
Aimed at reproducing or establishing social
relationships “implying durable obligations
subjectively felt”
Produces mutual knowledge and recognition

9. Bourdieu
Explaining how those in power hold on to it
How social capital works to exclude

10. Social Capital as a civic good
“social capital is a resource based on trust
and shared values, and develops from the
weaving-together of people in communities”
(Gaunlett on Coleman 2011)

11. Social Capital enhancing economic capital
“If you burn social capital to get a few more
people into your community, what good is
that? Ask yourself seriously whether you’re
being humble and honest” – Chris Brogan

14. Whuffie

15. Granovetter / Putnam
Granovetter (1973): ‘Weak ties’
indispensible to individuals’ opportunities
and their integration into communities. (P1378)
Putnam (2000): ‘bridging’ social capital can
generate reciprocity. “Distant acquaintances
in different circles” (P23)

17. How my twitter followers
follow each other – who is
influential?
http://blog.ouseful.info/2011/06/11/a-map-of-my-twitter-follower-network/

18. Recent mentions of @daveharte
on twitter
How people are connected to
each other
http://ouseful.open.ac.uk/twitter/friendviz.html?q=daveharte&typ=q

19. http://apps.asterisq.com/mentionmap/#user-daveharte

21. Social Capital and the web
Our networks as a resource
You have to give a bit to get something out

22. Measuring Social Capital online
“It might be more accurate to characterize
the individual activities of ranking, rating or
social networking, then, as moments of
experiential re-structuring”
Alison Hearn 2010

23. Klout

27. The Networked Audience
“individuals conceptualise an imagined
audience evoked through their tweets”
Marwick/Boyd (2010)

28. Someone working alone, with really
cheap tools, has a reasonable hope of
carving out enough of the cognitive
surplus, enough of the desire to
participate, enough of the collective
goodwill of the citizens, to create a
resource you couldn't have imagined
existing even five years ago.”
Clay Shirky
Cognitive
Surplus

29. “More is different”
Clay Shirky
Cognitive
Surplus

31. Resistance

32. MAC / Rodarte
Make-up inspired by Mexico
Nail Polish named after Juarez – known for the
disappearance of hundreds of women who
have been raped and murdered.
Beauty bloggers get a bit upset
Collaborated to respond simultaneously on a
single topic
Consumers as networked activists

33. MAC / Rodarte
Blogs
Free platforms (wordpress.com)
Link to others with similar interests
Create conversations
The media is listening

34. Gap
New logo
Some people didn’t like it
Said so on twitter #gaplogo
Soon, everyone didn’t like it….
Got changed back

35. Gap
Twitter hashtags #
Connecting the highly
networked and the less highly networked
Simple, text-based
Coolest networking tool out there

36. Habitat

37. Habitat

38. United Break Guitars

39. Students
Some things we learned from studying
Media students
How are students using social media to
network with the media industry?

40. Questionnaire
320 respondents (from about 400 possible
respondents)
Undergraduate Year 1 41.7%
Undergraduate Year 2 24.7%
Undergraduate Year 3 24%
Post graduate 9.6%

41. 95% use Facebook daily

42. 59% use YouTube daily

43. 1st years don’t use Twitter much

44. LinkedIn
Use is progressive:
1st years: 94% did not use it at all
2nd years: 80.9%
3rd years: 60.6% of 3rd Years and
Postgraduates: 44.8%

45. Which platform to use?

46. Why use them?

47. Do you moderate your profile?

48. Connecting with industry

49. Finding Placements
24% had been successful in finding
placements or paid work, fairly equally
split between years

50. Qualitative Research
Personal versus Professional
‘ I tend to use Facebook for the more social side
of it, and Twitter for the more professional side
of it. My profile on Twitter and Facebook are
really different’ (1 Year)
st

51. Online Etiquette
‘if there’s an opportunity for a placement or a job,
that you do that formally through email or writing in
to them, that you don’t send an in-box message
and say, hi, do you remember me and can I have
that placement or whatever, because that isn’t
considered the done thing.’ (MA student)

52. Negative posts
‘He slagged him off quite a lot, said he was
addicted to drugs and stuff, which was all untrue.
He then spoke to someone at Radio 1, to try and
get some work experience. They saw that he was
on Twitter, went on that, saw a link to his blog,
went on that, read the blog and basically told him
where to go’. (2 Year)
nd

53. Creating rather than Consuming
‘if you’re interesting then people will follow you,
and if you’re not, no one will care’. (3 Year)
rd
‘it’s quite novel for people in industry at the
moment to see how we’re emerging as the sort of
digital native, that are used to this platform and
know how to interact with people on it.’ (2 Year)
nd

54. Bonding and Bridging Social Capital
Bonding social capital - Facebook:
‘really useful for Uni stuff, because everybody uses
it, so even if they don’t text you back, they will
look on Facebook. It’s easier to talk as a group
rather than individuals.’ (2 Year)
nd

55. http://socialmediatutorials.co.uk

56. Summary
The social web is about relationships, not
technology or apps or websites.
We need to invest time into maintaining those
relationships (building our ‘Social Capital’)
It’s terrifying, exciting and moving very very
quickly
Students are savvy and strategic

57. Questions