1. What is Social Media? COM693K Social Media in the WorkplaceFall 2012, West Virginia University8/23/2012 (c) ND Bowman, 20121

2. OverviewToday Tomorrow Introductions (?) (some more) social media Syllabusplatforms What is technology? Web 1.0, 2.0, 3.0? What is social media? Strength of Weak Ties (some) popular social media Who is Media Today?platforms Medium is the Message8/23/2012(c) ND Bowman, 2012 2 3. Introductions Lets get beyond A/S/L Hometown Major Corporation Pet peeve Something cool?8/23/2012 (c) ND Bowman, 2012 3 4. Syllabus All readings on eCampus; required COM693K social media presence Facebook #WVUCom335 Were not tracking you (much) YOU = online, at least until the end of November8/23/2012(c) ND Bowman, 2012 4 5. Syllabus Grading 5% Introduction (due before today) 10% Theory to Praxis Connection (4 September) 25% Case Study (8 September) 10% Discussion of Case Study (eCampus) 50% Best Practices Document (30 November) Grades issued are A, B, and F.8/23/2012 (c) ND Bowman, 2012 5 6. 8/23/2012 (c) ND Bowman, 2012 6 7. Syllabus Course calendar Some donts Cheating Being ethno- or ego-centric Being a techno-Luddite Skipping class (physically or semantically) Phoning it in8/23/2012 (c) ND Bowman, 2012 7 8. COM693K Social Media in the Workplace WHAT IS TECHNOLOGY?8/23/2012 (c) ND Bowman, 2012 8 9. Ages of Communication As our communication patterns changed, so did oursociety (technological determinism) Signs and signals allowed us to communication our internalmonologue to others Speech and language allowed us to communicate in action Writing allowed us to document our thoughts withoutmemorization Printing allowed written word to spread throughout society Mass communication made variables such as time and spaceirrelevant Digital networking allowed communication from many to many8/23/2012(c) ND Bowman, 2012 9 10. The invention of the printing press led to: Spread of everyday Technologicallanguages (i.e., not Latin) Determinism: Religious upheaval (i.e.,A belief that technologyMartin Luther) shapes and drives Speed of publicationhistorical change,including changes in Exploration and westwardvarious social, expansioneconomic, and culturalforces. (interest in) scholarship andknowledge Newspapers and news8/23/2012(c) N.D. Bowman, 2009 10 11. Ages of Communication8/23/2012(c) ND Bowman, 2012 11 12. Law of Accelerating Returns Technological change is exponential S curve growth8/23/2012(c) ND Bowman, 2011 12 13. Law of Accelerating Returns Technological change is exponential Technology builds on itself8/23/2012 (c) ND Bowman, 2011 13 14. Law of Accelerating Returns8/23/2012 (c) ND Bowman, 2011 14 15. Law of Accelerating Returns (erroneous) Short-term estimates (erroneous) Long-term estimates8/23/2012 (c) ND Bowman, 2011 15 16. Natural-Born Cyborgs First, what is a cyborg?8/23/2012(c) ND Bowman, 2011 16 17. Natural-Born CyborgsA. Technology is what makes us human*FF to 5:158/23/2012 (c) ND Bowman, 2011 17 18. Natural-Born CyborgsYet, new technologiesjust realize our ancientpropensity to connect to other humans, albeit withelectrons flowing through cyberspace rather thanconversation drifting through airEven astonishingadvances in communication technology like theprinting press, the telephone, and the Internet donot take us away from this past; they draw us closerto it.Christakis & Fowler, 2009, pp. 2578/23/2012 (c) ND Bowman, 201118 19. Natural-Born CyborgsB. Our brains are wired to be cyborgs Plasticity Extended minds8/23/2012(c) ND Bowman, 2011 19 20. Natural-Born CyborgsC. Transparent vs. Opaque technologies FOOD FOR THOUGHT: Is the Internettransparent or opaque?D. Meta-Knowledge vs. Baseline KnowledgeE. Complementarity between brain and tool Scaffolding the brain with tools What are brains good at? What are tools good at? What are you doing right now?8/23/2012 (c) ND Bowman, 2011 20 21. Natural-Born CyborgsF. We are our tools (for better and for worse)8/23/2012 (c) ND Bowman, 201121 22. Natural-Born CyborgsThere was a battle going on with peaceprotesters, who were trying to break into theirmachines. But it was not machines that wereevil, he said, but the minds of the top brassbehind them. A machine could do no moreevil than a violin, or a camera, or a pencil.~Colum McCannLet the Great World Spin(pp. 101-102)8/23/2012 (c) ND Bowman, 201122 23. 8/23/2012 (c) ND Bowman, 2012 23 24. COM693K Social Media in the Workplace WHAT IS SOCIAL MEDIA?8/23/2012 (c) ND Bowman, 2012 24 25. Social Media Part of the Knowledge Economy Todays cash is information, not production8/23/2012(c) ND Bowman, 201225 26. Social Media Insanely popular8/23/2012(c) ND Bowman, 2012 26 27. Social Media Kaplan & Haenlein (2010) a group of Internet-based applications that buildon the ideological and technological foundationsof Web 2.0, and that allow the creation andexchange of user-generated content."8/23/2012 (c) ND Bowman, 2012 27 28. What is Social Media, again? a group of Internet-based applications .that build on the ideological and technologicalfoundations of Web 2.0 and that allow the creation and exchange of user-generated content."8/23/2012(c) ND Bowman, 2012 28 29. Technology as the base8/23/2012 (c) ND Bowman, 2012 29 30. What is Social Media, again? a group of Internet-based applications .that build on the ideological and technologicalfoundations of Web 2.0 and that allow the creation and exchange of user-generated content."8/23/2012(c) ND Bowman, 2012 30 31. OReilly (2005)8/23/2012 (c) ND Bowman, 2012 31 32. OReilly (2005)8/23/2012 (c) ND Bowman, 2012 32 33. OReilly (2005) Core competencies of Web 2.0 Services, not software Control of data that get better with If Web1.0 isuseRead and Trusting users as co-developersRetrieve, Harnessing collective intelligenceWeb2.0 is Using the long tail Create and Collaborate Non-device specific software Lightweight interfaces, rich userexperiences8/23/2012(c) ND Bowman, 201233 34. What is Social Media, again? a group of Internet-based applications .that build on the ideological and technologicalfoundations of Web 2.0 and that allow the creation and exchange of user-generated content."8/23/2012(c) ND Bowman, 2012 34 35. Keitzmann et al (2011)8/23/2012 (c) ND Bowman, 2012 35 36. Keitzmann et al (2011)8/23/2012 (c) ND Bowman, 2012 36 37. Keitzmann et al (2011)8/23/2012 (c) ND Bowman, 2012 37 38. 8/23/2012 (c) ND Bowman, 2012 38 39. COM693K: Social Media in the Workplace FACEBOOK8/23/2012 (c) ND Bowman, 2012 39 40. How does Facebook stay valued? Advertising $2B in 2010, up from $52M in 2006 Very low click-through rates (almost 1/5 youraverage Web ad via Google)so how do theymake up for this? Brand and product pages No cost! Decent ROI, particularly for small accounts Not so much money, but fans = followers = visits toprimary Web = ?8/23/2012(c) ND Bowman, 201240 41. Other types of capital via Facebook? Social capital is considered the currency ofsocial media Resources accumulated through relationshipsamong people, in terms of bridging , bonding,maintaining (No surprise) Facebook usage is used toincrease all three forms Can we turn this into liquid capital?8/23/2012(c) ND Bowman, 201241 42. Facebook IPO = What Happened? Facebook was offered tothe public at $38 per share,currently worth ~$20.What?!? Perfect storm of: Market glitch NASDAQscrewed up the tradingsystem Shaky initial valuation Facebook has never had astable business model8/23/2012 (c) ND Bowman, 2012 42 43. COM693K: Social Media in the Workplace TWITTER8/23/2012 (c) ND Bowman, 2012 43 44. Who says what to whom? Classic definition of media: Who says what to whom through what channel (withwhat effect) 50% of tweets come from .05% of users, but notdirectly (theory?) 85% of tweets seem to be headline-related (arewe media?) These .05% tend to follow and share with eachother (problem?) Messages tend to RT 1000x regardless of onesnumber of followers (implications?)8/23/2012(c) ND Bowman, 2012 44 45. How does Twitter stay valued? No ads, so how do they do it? Venture capitalists; current dominant model Promoted Tweets (brands basically insertthemselves into an ongoing conversation) Topically, not chronologically Promoted posts within a users Twitter stream(even when we dont ask for them) the promoted posts exist in the organicTwitter stream.8/23/2012 (c) ND Bowman, 201245 46. Troubles at Twitter Problems? Twitter tag is to Instantly connect peopleeverywhere to whats most meaningful tothemwho defines meaningful? (similar to Facebook) a shaky business model withlittle senior oversight; similar to Dot Com Bustsof the 199028/23/2012 (c) ND Bowman, 2012 46 47. COM693K: Social Media in the Workplace GOOGLE+8/23/2012 (c) ND Bowman, 2012 47 48. What is Google+ A social layer of Google users, attached tothe larger Google platform suite Increased user control of data and privacy, lesscommercial interest Selective sharing Currently around 125M users, initial userswere invitation-only Skews male and tech-oriented8/23/2012 (c) ND Bowman, 2012 48 49. boyd & Real Names I am a high school teacher, privacy is of the utmost importance. I have used this name/account in a work context, my entire family know this name and my friends know thisname. It enables me to participate online without being subject to harassment that at one point in time lead tomy employer having to change their number so that calls could get through. I do not feel safe using my real name online as I have had people track me down from my online presence andhad coworkers invade my private life. Ive been stalked. Im a rape survivor. I am a government employee that is prohibited from using my IRL. As a former victim of stalking that impacted my family Ive used *my nickname+ online for about 7 years. *this name+ is a pseudonym I use to protect myself. My web site can be rather controversial and it has been usedagainst me once. I started using *this name+ to have at least a little layer of anonymity between me and people who actinappropriately/criminally. I think the real names policy hurts women in particular. I enjoy being part of a global and open conversation, but I dont wish for my opinions to offend conservative andreligious people I know or am related to. Also I dont want my husbands Govt career impacted by his opinionatedwife, or for his staff to feel in any way uncomfortable because of my views. I have privacy concerns for being stalked in the past. Im not going to change my name for a google+ page. Theprice I might pay isnt worth it. We get death threats at the blog, so while Im not all that concerned with, you know, sane people finding me. Ijust dont overly share information and use a pen name. This identity was used to protect my real identity as I am gay and my family live in a small village where if it wereopenly known that their son was gay they would have problems. I go by pseudonym for safety reasons. Being female, I am wary of internet harassment.8/23/2012 (c) ND Bowman, 2012 49 50. boyd & Real Names Some networks have begun to enforce a realnames policy Whats funny to me is that people also dontseem to understand the history of Facebooksreal names culture. When early adopters (firstthe elite college students) embraced Facebook,it was a trusted community. They gave the namethat they used in the context of college or highschool or the corporation that they were a partof. (boyd, 2011, para. 6)8/23/2012(c) ND Bowman, 2012 50 51. Google+, not so big? Lots of folks use Google, sowhy is Google+ not gettingnew users? Early invite-only drove awaynon-elites Not everyone cares aboutselective sharing Digital migration is a hassle8/23/2012 (c) ND Bowman, 2012 51 52. COM693K: Social Media in the Workplace LINKEDIN8/23/2012 (c) ND Bowman, 2012 52 53. What is LinkedIN? Basically, a social network for professionals ~175M users NOT in: Cuba, Iran, North Korea, Sudan or Syria Works on the principle of Degrees of Influence8/23/2012 (c) ND Bowman, 2012 53 54. How does LinkedIN stay valued? Publically-traded (LNKD) Otherwise split between: Hiring solutions (job ads) Marketing solutions (site ads) Premium subscriptions Okay, but what is the real value to us (re:social capital)?8/23/2012 (c) ND Bowman, 2012 54 55. COM693K: Social Media in the Workplace LOCATION-BASED 1018/23/2012 (c) ND Bowman, 2012 55 56. Location-Based 101 Advances in GPS technology and networkaccess have led to an Internet of Things FourSquare among the most popular (20Musers) Points Badges Mayors Brands8/23/2012(c) ND Bowman, 2012 56 57. Location-Based 101 value? Venture capital Marketing partnerships to: Proximal users Frequent users mayors (theory?) Where is the real value in check-ins?8/23/2012(c) ND Bowman, 2012 57 58. Please Rob Me? February 2012 saw http://pleaserobme.com/8/23/2012 (c) ND Bowman, 2012 58 59. Some tips for LB Remember the long tail? (think 1000 truefans)8/23/2012(c) ND Bowman, 2012 59 60. COM693K: Social Media in the Workplace SOCIAL BOOKMARKING8/23/2012 (c) ND Bowman, 2012 60 61. Social Bookmarking 101 In general, programsthat allow you toorganize and save(bookmark) yourfavorite blogs andwebsites but share withothers!8/23/2012 (c) ND Bowman, 2012 61 62. Taxonomy vs. Folksonomy A taxonomy is a pre-set category system A folksonomy is a user-set category systemConsider: A taxonomy is how an organization refers to an object; a folksonomy is how theusers refer to an object(concept?)8/23/2012 (c) ND Bowman, 2012 62 63. Taxonomy vs. Folksonomy Social bookmarking allow us to customizeinformation for us, rather than relying onanother algorithim All about crowdsourcing8/23/2012 (c) ND Bowman, 201263 64. Taxonomy vs. Folksonomy Links = taxonomy (sort of) Guide our traffic through the web Implicit endorsements, spread information quickly Likes = folksonomy Easy to create Explicit endorsements, spread buzz quickly?8/23/2012(c) ND Bowman, 201264 65. COM693K: Social Media in the Workplace THE STRENGTH OF WEAK TIES8/23/2012 (c) ND Bowman, 2012 65 66. The Strength of Weak Ties What makes a tie strong Amount of time Emotional intensity (mutual) intimacy ReciprocationWho do we have strong ties with?8/23/2012(c) ND Bowman, 2011 66 67. The Strength of Weak Ties24%bridge 60%40%8/23/2012(c) ND Bowman, 2011 67 68. The Strength of Weak TiesIf you want information tospread quickly, who wouldyou tell?8/23/2012 (c) ND Bowman, 2011 68 69. The Strength of Weak Ties Safe and easy diffusion happens with centralleaders, but what about marginal ones:8/23/2012(c) ND Bowman, 2011 69 70. Strength of Weak Ties Weakness in our own networks? Egocentric groups, community groups can bejoined through bridging8/23/2012 (c) ND Bowman, 201170 71. Strength of Weak Ties Weakness in our ownnetworks? Egocentric groups,community groupscan be joinedthrough two-stepflow8/23/2012(c) ND Bowman, 2011 71 72. 8/23/2012 (c) ND Bowman, 2012 72 73. COM693K: Social Media in the Workplace ARE WE ALL MEDIA?8/23/2012 (c) ND Bowman, 2012 73 74. Here comes everyone!8/23/2012(c) ND Bowman, 2012 74 75. Here comes everyone! How was Evan able to accomplish this? Weve always looking for social networks, but weve only been able to afford so much. Has social media changed our connection budget?8/23/2012(c) ND Bowman, 2012 75 76. Social Media Horror Stories8/23/2012 (c) ND Bowman, 2012 76 77. Its Persistent! What happens in Vegas stays on YouTube(Qualman, Ch. 2) The 20-something now thinks twice about getting so drunk that she blacks out and cant remember how she wound up in the hammock of a strangers backyard (pp. 34) Do we think this is true today? Is this a concern in your daily life?8/23/2012(c) ND Bowman, 2012 77 78. The passivity of the social network Social media requires creation andcollaboration (re: Web 2.0) but this active process can be remarkablypassive But that doesnt make any sense! How can an active process be passive!?! ANSWER ME!8/23/2012 (c) ND Bowman, 201278 79. Passivity leads to preventative-ness IF: present/persistent even when we are not AND: we wish to selectively present ourselves THEN: we tend to stifle what informationgoes out in the first place How can companies do this? Monitor + embrace the chatter8/23/2012 (c) ND Bowman, 2012 79 80. boyd & Public Appearance8/23/2012(c) ND Bowman, 2012 80 81. boyd & Public Appearance How do we keep folks out? Can we keep folks out? Do we want to keep folks out?1. Create a public Internet identity2. Say NO! to Facebooks public search option3. Expect unexpected audiences 4. Write blog comments as though youre writing your own blog5. Treat video and audio just like text8/23/2012 (c) ND Bowman, 2012 81 82. Are we all media? Lets think about what a professional is: According to Wilson, A professional is someonewho receives important occupational rewardsfrom a reference group whose membership islimited to people who have undergone specializedformal education and have accepted a group-defined code of proper conduct.8/23/2012(c) ND Bowman, 2011 82 83. Are we all media? Is there such a thing as professional media? Training Code of conduct (and reward) Okay, but what do they REALLY do that wecant?8/23/2012 (c) ND Bowman, 201183 84. Are we all media? Okay, but what do they REALLY do that wecant? Start-up capital Production expertise in the know Professionalism Others?8/23/2012(c) ND Bowman, 2011 84 85. Are we all media? Okay, but what do they REALLY do that wecant? Start-up capital Production expertise in the know Professionalism Others?8/23/2012(c) ND Bowman, 2011 85 86. Are we all media? Consider the scribes 1400s, elite class (usually clerics) were tasked withrecording all of humanity Challenged by Gutenberg and his movable type Ex.: The 93 aches of Luther Technology didnt cause the thoughts but allowed for the spread of informationabout them8/23/2012(c) ND Bowman, 201186 87. Publish, then Filter We see social medialeading to a massamateurization ofinformation A good thing?8/23/2012(c) ND Bowman, 2011 87 88. Publish, then Filter One to many, or many to many?8/23/2012 (c) ND Bowman, 2011 88 89. Publish, then Filter Users, not audiences8/23/2012(c) ND Bowman, 2011 89 90. Publish, then Filter Network of users =network of weakties each publishingunique information so do all of us knowmore than some ofus?8/23/2012(c) ND Bowman, 2011 90 91. Topics for this week What is a weak tie, and how can they bestrong? Are we all media? How do we handle the Cognitive Surplus? What is meant by The Medium is theMassage?8/23/2012(c) ND Bowman, 201191 92. Cognitive Surplus 1700s London: Work hard, play hard8/23/2012 92(c) ND Bowman, 2011 93. Cognitive Surplus Fast forward to today, we see a 100% drop inthe average work week 1850: 80 hrs 1950: 40 hrs8/23/2012(c) ND Bowman, 2011 93 94. Cognitive Surplus and the increase in television viewing led toa decrease in social capital how?8/23/2012 (c) ND Bowman, 201194 95. Cognitive Surplus Big media grew to occupya big space in our lives but legacy media isstarting to fade; shiftingto online marketing (~15-25% total) Did old media make themilkshake mistake?8/23/2012 (c) ND Bowman, 2011 95 96. Cognitive Surplus Old media; spilled milkshakes Lets think: Where and how do companies traditionallymarket their goods?8/23/2012 (c) ND Bowman, 201196 97. Cognitive Surplus Old media; spilled milkshakes Does impression advertising still work whenaudiences are smaller?8/23/2012(c) ND Bowman, 201197 98. 8/23/2012 (c) ND Bowman, 2012 98 99. COM693K: Social Media in the Workplace THE MEDIUM IS THE MESSAGE8/23/2012 (c) ND Bowman, 2012 99 100. Medium is the Massage And what does the medium itself say aboutthe way we communicate with each other?8/23/2012(c) ND Bowman, 2011100 101. Medium is the Massage The channel we choose tocommunicate through hasan inherent meaning Its not what you said,but its how you said it!8/23/2012 (c) ND Bowman, 2011 101 102. Take-Away Messages What is technology? We are technology, we integrate tools into our(communicative) lives to make it all more functional What is social media? Networked platforms that connect us to the rest of us Why Web2.0? Todays media is marked by creation and collaboration Which medium is best? There are as many OSM channels as there are functions touse them; divide and conquer8/23/2012 (c) ND Bowman, 2011102 103. Take-Away Messages What is a weak tie, and how can they be strong? The ties that bridge groups, and they are key to spreading information and influence Are we all media? YES. We are the cause of and solution to information literacy How do we handle the Cognitive Surplus? By staying occupied, connected and going where the action is What is meant by The Medium is the Massage? How we say something says just as much as what we say; media can influence content, so understand and harness this8/23/2012 (c) ND Bowman, 2011 103