social media in the social ecology
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Learn the roles of Social Media in the Social EcologyTRANSCRIPT
Social Media in the Social Ecology
By
Ms. Sheryl B. Satorre([email protected])
-----TM 702 – Ecology of Technology and Industry
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SOCIAL MEDIA FACTS & FIGURES 2
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SOCIAL MEDIA 101 17
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Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.
Social media refers to the means of interactions among people in which they create, share, exchange and comment contents among themselves in virtual communities and networks
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General Classifications of Social Media
• Collaborative projects (ex: Wikipedia)
• Blogs and microblogs (ex: Blogger, Twitter)
• Content Communities (ex: YouTube)
• Social networking sites (ex: Facebook)
• Virtual social worlds (ex: Second Life)
• Virtual game worlds (ex: World of Warcraft)
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Social Media Technologies
• Blogs• Photo-sharing• Vlogs• Wall-postings• Email• Instant messaging• Music-sharing• Crowdsourcing• Voice over IP 20
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Social Media is NOT
•A fad•A replacement for traditional
advertising• The first step• The magic bullet• FREE•All about YOU 21
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Social Media IS
•A big deal•Going where your customers already
are or where they want to be•Applicable to most companies in
some way or another• Time-consuming•All about THEM
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Social Media Statistics
• 350 million plus users suffer from “Facebook addiction syndrome”• If Twitter was a country it would be the
12th largest in the world• LinkedIn signs up 2 new members every
second• The average visitor spends 15 minutes a
day on YouTube23
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Social Media Statistics
• Three million new blogs come online every month• 97% of the fans on Pinterest’s Facebook
page are women• 5 million images are uploaded to
Instagram every day• The Google +1 button is used 5 billion
times every day24
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CONCEPTUAL FRAMEWORK FOR BEHAVIOR CHANGE ONLINE
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Conceptual Framework
The Social Ecological Approach
Social Media for Marketing
Mapping the Social Media to the Social Ecological Model
Applying the Approach26
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The Social Ecological Approach
“we are all shaped by our contexts”
• Social Ecology: attitudes and behaviors of people are the results of the complex interplay of factors on every level
• Social Media: As audiences increasingly interact in social or relational behavior online, a social ecological perspective can provide a valuable conceptual framework for leveraging virtual contexts to promote positive change in real-world behavior
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The Social Ecological Approach
“affecting your audience means informing its social
ecology”• Social Ecology: the Social Ecological Model is divided into four levels – Individual, Relationship, Community, and Society• Social Media: social marketing campaigns must be crafted and placed in a way that considers the specific contexts influencing target audiences at each level
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Social Media for Social Marketing
“Effective Social Media creates, facilitates and maximizes human conversation around meaningful messages and converts the audience into energetic, authentic broadcasters.”
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Social Media for Social Marketing
“There’s no such thing as a digital audience.”
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Mapping of Social Media to Social Ecological Model
“like the social ecology, social media is made up of people, not places”
A social ecological approach to social media must be rooted in an understanding of not only where an audience exists, but also how and why it exists where it does. There must be social media INTERVENTIONS at the four different levels of the social ecological model.
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Individual Level
• communicate with audiences one-on-one• to be effective, messengers must be
aware of how their audiences use social media tools and activities
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Relationship Level
• identify and influence the interpersonal exposures and communications that exist at the core of an individual’s social networking, feed sharing or micro-messaging activities.
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Community Level
• Social media must ensure that there would be lively, and well-participated online communities such as discussion forums, content-related conversations, and as well as media content contributions.
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Society Level
• Social media interventions at this level should focus on an individual’s access to and participation in concentrated informational nodes like wikis, institutional social networking pages, social search and social news platforms.
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Applying the Social Ecological Approach• consider social media within the social ecology• adopt a behavior-centric approach• 3 C’s
• Connect• Curate• Contribute
• Facilitate conversation
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Impacts of Social Media
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Positive Effects
• Friends and Relations•Reducing Communication Barriers•Opportunities of Businesses
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Negative Effects
• Leads to Addiction• Leads to Isolation•Affecting Productivity
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SOCIAL MEDIA RESPONSIBILITY 40
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Social Media Battle # 1: Forums
Responsibility: Don’t debate with a close-minded person. Influence the observers instead.Lesson: No one can hurt you without your permission. Break ties if needed. Your online behavior can make or break your career.
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Social Media Battle # 2: Public Betrayal of Friends
Responsibility: Save the friendship. Confront issues immediately.
Lesson: You can tell a real friend by how they respond to your success, rather than your failures. 42
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Social Media Battle # 3: Misinterpretation
Responsibility: Get your facts straight. Don’t judge.
Lesson: There is no such thing as constructive criticism. Use – “Here’s my understanding. Did I miss anything?”
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Social Media Battle # 5: Cross the line
Responsibility: Bear consequences for your action.
Lesson: Take a stand. 44
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5 BIGGEST SOCIAL MEDIA TRENDS IN 2013
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#1 More mobile media usage
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#2 Mobile advertising becomes more viable
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#3 International and niche networks boom
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# 4 Social media transcends marketing
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#5 Big data gets a lot more manageable
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the ultimate guide to
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#1 Understand the Social Media Ecosystem
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#2 It’s all about the C’s
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# 3 Learn the Rules of Social Media
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THANK YOU 55