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Understanding Social Media: The Role of Digital Networking Tools
- 1. Understanding Social Media: The Role of Digital Networking Tools Brian Barclay, Aubrey Madler, Alex McEllistrem-Evenson, Wendy Opsahl
- 2. CR H Our Goals Today: • Clarify what “social media” actually is, distinguishing between specific services such as Facebook and Twitter. • Offer background information on the 2.0 concept • Outline how & why businesses are using these social technologies • Explain what the CRH is doing with these technologies and why • Spark interest and discussion for future training and implementation opportunities
- 3. CR H “The Internet is not something that you just dump something on. It’s not a big truck. It’s a series of tubes. And if you don’t understand, those tubes can be filled and if they are filled, when you put your message in, it gets in line and it’s going to be delayed by anyone that puts into that tube enormous amounts of material.” U.S. Senator Ted Stevens, 2006.
- 4. CR H About “Content” • Refers to the information transmitted via a given medium (Internet, television, face-to-face conversation); • Consists of text (hyperlinked or not), imagery, video footage, software applications / utilities, and files; • Can be dynamic or static, ephemeral or lasting, public or private, proprietary or communal… and sometimes both in each case; • Is transmitted, shared, and publicized in many different ways.
- 5. CR H Social Media • Referred to as “social” because it usually requires a reciprocal relationship: one is not either an “author” or a “reader”; rather, most users are both. • Content in social media, therefore, comes from multiple sources – often simultaneously. “The medium is the message” – Marshall McLuhan
- 6. CR H An Overview of Social Media • Blogs (Blogger, WordPress) • Wikis (Wikipedia) • Micro-Blogs (Twitter) • Social Networking Services (Facebook, MySpace, LinkedIn) • Photo Sharing Services (Flickr, Shutterfly) • Video Sharing Services (You Tube, Vimeo) • RSS Feed Readers (Google Reader, Feedreader) • Social bookmarking sites (Delicious)
- 7. CR H Disclaimers • Because social media are used by different people in very different ways, defining what these services are is problematic. • The best way to figure out how these services work and to explore their capabilities is to get online and try them out.
- 8. CR H What are blogs? • Think of a blog as being analogous in many ways to a newspaper. Blogs feature regular entries of content from one or more authors. They emerge from a particular context or focus which can range from a person’s personal life to a wide-ranging subject. Entries are commonly displayed in reverse-chronological order. • "Blog" can also be used as a verb, meaning “to maintain or add content to a blog.” • Blogs usually allow for readers to add commentary which can be read by all users.
- 9. CR H How do I create or read blogs? • Blogger and WordPress are free services which allow users to create, publish, and publicize their blogs. Visit www.blogger.com or www.wordpress.com to access these services. • Technorati.com provides a directory of blogs at http://technorati.com/blogs/directory/ (not comprehensive). • Visit “Blog for Rural America” for an example at http://www.cfra.org/blog . Note the “Blogs We Read” panel on the right-hand side of the page.
- 10. CR H So, what is Facebook? • Facebook (www.facebook.com) is currently the most widely used social networking service. Similar services are MySpace (www.myspace.com) and LinkedIn (www.linkedin.com). • Users create personal profiles which can be made public or private, and add other users as “friends.” They are then able to view and comment on content added by these “friends.” • Think of these sites as mirroring face-to-face socialization. Just as we all dress and speak according to the norms of the way we wish to be perceived, Facebook users provide content which does the same.
- 11. CR H Photograph The “Wall,” where friends post comments Basic information Detailed Information Friend list: Earl will receive updates on these people’s activities on his “home” page.
- 12. CR H Then, what is Twitter? • Twitter (www.twitter.com) is a micro-blogging service. Posts, called “tweets,” are limited to 140 characters – enough space for a sentence or two, or a web link with a brief comment. • Think of Twitter (and similar sites) as mirroring conversation. In a crowded room, where everyone is talking about various subjects, we are able to focus on those who we find most interesting by paying attention to them, or “following” them. • Users have a custom feed consisting solely of the tweets posted by users they are currently “following.”
- 13. CR H Twitter’s quirks: • The 140 character limit makes it difficult to explain and contextualize tweets, so users make use of a few simple “codes”: – the @ symbol indicates a username (mine is @alxmce); – “RT” is a “Re-Tweet,” a duplicate post from someone else (“RT @alxmce” would indicate “what follows is a tweet originally posted by Alex”); – the # symbol indicates a tag. One might end a tweet with “#UND” if one wanted it to show up in a search for “UND”.
- 14. CR H
- 15. CR H Questions? • Wendy, Brian, and Aubrey will be covering the various aspects of “why” people and organizations use social media. If there are any remaining questions about what these services are and how they differ from one another, please feel free to ask now.
- 16. CR H So…why do people use this stuff, anyway?
- 17. CR H 1. Changes in our “customers” • Our customers are: – Watchers: 52% of online users have watched YouTube, 42% have read blogs, 19% have downloaded podcasts – Sharers: 29% have used social networking sites, 28% have tagged online content, 21% have shared online content that they created – Commenters: 32% have rated a product, service or person, 30% have commented on a product, 22% have commented on newsgroup or site – Producers: 12% have created or worked on a blog; 11% have remixed content. – Curators: People that have edited a wiki - moderated a forum – Non-active (not surveyed) • It’s no longer about selling, it’s about the RELATIONSHIP Charlene Li, the Altimeter Group
- 18. CR H Customers want to interact with us… • 93% of Americans believe a company should have a social media presence. • 85% believe a company should be active with customers in social media. • 56% feel a stronger connection with companies they interact with in social media. Source: Cone , 9/08
- 19. CR H And…we want to interact with them! We want our customers to be here
- 20. CR H 2. We need to keep up with our customers’ expectations They: – want access to our product as quickly as possible – expect the product to work on any platform in any location – want to see that we allow for feedback – expect that we respond to our customers, quickly – expect that we join and lead the conversation – want to see that we continually improve our products – expect us to use our products and be visible – expect that we will embrace or lead standards – expect we are driven by more than money – want us to treat them as informed consumers and partners Louis Gray http://www.louisgray.com/live/2009/05/10-rules-for-todays-consumers-in-new.html
- 21. CR H 3. How we establish and configure our human network is maturing • Before Web 2.0, we maintained relationships through email, snail mail, instant and text messaging, fax, phone, and in person – but it was typically confined to those contacts with whom we mostly knew or were getting to know. • In Web 2.0, we are building a human network that transcends geographic boundaries as it expands our reach, connections, potential influence, and exposure to new ideas and principles. • Our connections are no longer defined, bound or limited to that of our traditional relations or associations.
- 22. CR H • We enjoy the freedom to choose with whom we wish to follow and ultimately connect, creating a framework linked by shared interests and aspirations. • We are defining a new era of society and how we ultimately communicate with one another: – distributed interaction – globally dispersed contextual networks – spotlighting individuals who can consistently demonstrate expertise, capture attention, and empower their matrix of peers. • We are bound by commonalities online, which extends our relevant net beyond relatives and current colleagues/friends.
- 23. CR H
- 24. CR H 4. Changes in the marketing landscape • Interactive marketing forecast: $55 billion by 2014 – This includes social media, mobile media, email marketing, search marketing and display marketing • Over the next five years, social media is projected to grow at a 34% compound annual growth rate • Marketers seek: – lower cost – more accountable channels which are also widely used by their customers. • Marketers are migrating dollars away from traditional marketing channels and into interactive ones • What is decreasing? – Direct mail is down 40% – Newspaper advertising is down 35%
- 25. CR H 5. Location, location, location • You need to go to where your customers/clients/partners are, and where potential ones may be They are here!
- 26. CR H Recap: why are people using social media? • Our customers are using social media • They expect us to use social media too • The marketing landscape is changing • How we communicate and network are changing • It ultimately helps us achieve our promotional/branding/awareness goals
- 27. CR H Questions about why we use social media?
- 28. CR H Who?
- 29. CR H Adults and Social Networks • 8% in 2005 to 35% now (2008) • Primarily for personal use -50% on MySpace (primarily personal) -22% on Facebook (primarily personal) -6% on LinkedIn (professional) • 37% access their profile daily http://www.pewinternet.org/~/media//Files/Reports/2009/PIP_Adult_social_networking_data_memo_FINAL.pdf.pdf
- 30. CR H Twitter demographics http://www.comscore.com/blog/2009/04/twitter_traffic_explodes.html
- 31. CR H Web 1.0 vs. Web 2.0 • Static • Dynamic • Directories (taxonomy) • Tagging (folksonomy) • Personal websites • Blogging • Publishing • Sharing • Designed for consumption • Designed for Participation • Scarce • Abundant • Institutional • Personal • Expensive • Cheap “You don’t have to be tech savvy to use 2.0 tools” -Matt Lee, Minitex http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html http://www.pewinternet.org/Presentations/2009/12-Governing-as-Social-Networking.aspx
- 32. CR H Businesses and Social Networks Companies that utilize the social web well: • Oracle (technology) • H&R Block (tax advice) • Comcast (cable) • Skittles (‘Mix the Rainbow’) • Starbucks • Wal-Mart http://www.readwriteweb.com/archives/social_media_for_business_who_is_doing_it.php
- 33. CR H Veterans of Foreign Wars http://www.vfw.org/index.cfm?fa=news.levelc&cid=3807
- 34. C R Rural Reporter from Wisconsin ORH H http://www.worh.org/reporter
- 35. CR H Wisconsin Office of Rural Health http://www.facebook.com/pages/Madison-WI/Wisconsin-Office-of-Rural-Health/48273314683#/pages/Madison-WI/Wisconsin-Office-of-Rural-Health/48273314683
- 36. CR H Rural Reporter Twitter http://twitter.com/rural_reporter
- 37. CR H Rural health tweeters • WI Office of Rural • John Eich-NRHA • Public Health Policy Health • WV Rural Health • HHS • NC Office of Rural Research Center • Health Affairs Health • Other followers: • Univ. MN Public • MN Office of Rural • Telecom Monthly Health Health and Primary • HMS-EHRSource • Data Resource Care (info system for Center • Rural Reporter-WI community hospitals • Modern Healthcare Office of Rural Health seeking HER) • NIH for Health • Rural Cellular • Kat Rodman, • Department of • Center for Rural Communications & Health Affairs Outreach • Rural Broadband Coordinator-Alabama• CBS Health • Oregon Rural Action Primary Health Care Association • Rural Health IT Corp
- 38. CR H • According to the latest research by Razorfish (3/09), the connected consumer continues to adopt social media at a staggering rate as these “leading edge” tools are being used by the mainstream: • 28% use Twitter with some frequency • 41% use tag clouds with some regularity • 52% use RSS with some regularity • 52% have shared bookmarks on social bookmarking sites • 55% use widgets on their desktop • 62% use widgets on websites such as Facebook • 81% read “most popular” links with some frequency Source: Greg Group: http://greggrouppublishing.com/2009/03/its-time-to-get-your- marketing-widget-on/
- 39. CR H What is the CRH doing? • Facebook page • Twitter account • Wikipedia page
- 40. CR H CRH Facebook page
- 41. CR H CRH Twitter page
- 42. CR H What RAC is already doing • Twitter • YouTube
- 43. CR H RAC Twitter pages • RAC funding • RAC news • RAC events • RAC documents
- 44. CR H RAC YouTube page
- 45. CR H Plans for the future • CRH blog • RAC Facebook page? • HWIC and Gateway Twitter feeds • HWIC and Gateway Facebook page? • HWIC customized RSS feeds and email updates • Wikipedia pages for the Center and its programs
- 46. CR H Why are we doing this • Reach a broader, more diverse audience • Keep up with users’ expectations • We want to be a leader in helping our rural communities leverage 2.0 technologies to help improve quality and access to healthcare in ND
- 47. CR H How might you use social networking tools within your project? • Build and strength partnerships and networks • Promote your project and its activities to a large diverse audience • Allow followers to get up to the minute updates on what you and your project are doing
- 48. CR H Further Reading • All in the Facebook family: older generations join social networks http://www.cnn.com/2009/TECH/04/13/social.network.older/ • Video: Social Media in Plain English • Video: Social Networking in Plain English • Video: Twitter in Plain English • NRHA Social Media: Getting started in social media http://www.ruralhealthweb.org/socialmedia • Ultimate How-To: Grow Your Social Media Network http://www.interactiveinsightsgroup.com/blog1/ultimate-how-to- grow-your-social-media-network/
- 49. CR H Your CRH Digirati Team is available anytime for additional information • Brian bbarclay@medicine.nodak.edu 7-0676 • Aubrey amadler@medicine.nodak.edu 7-6025 • Alex aevenson@medicine.nodak.edu 7-6026 • Wendy wopsahl@medicine.nodak.edu 7-0871
Editor's Notes
- If you’re a newcomer or even a skeptic, this workshop will introduce you to the social media universe and show you how to get in on the action—and get results— quickly, easily and authentically.
- Customers = partners, clients, ourselves
- Forrester’s latest forecast of interactive marketing spend is forecasted to reach nearly $55 billion by 2014. This includes social media, mobile media, email marketing, search marketing and display marketing. Over the next five years, social media is projected to grow at a 34% compound annual growth rate. Marketers seek lower cost and more accountable channels which are also widely used by their customers. This year, we are finding that marketers are migrating dollars away from traditional marketing channels and into interactive ones.If interactive marketing is increasing, what is decreasing? Direct mail is down 40% and newspaper advertising is down 35%. If you think times are tough for health providers, look at the downturn for newspapers. Many suggests that newspapers are moving toward a slow death as new channels for news is moving ad dollars into areas such as interactive channels.
- If you had a retail outlet you wouldn't set up shop where there's no foot traffic, would you? Well, your customers and clients are already at social media Web sites. They're on MySpace, they're LinkedIn, and they have Facebook pages. They share photos at Flickr and upload family movies to YouTube. You need to go where they are.
- OK, we’ve introduced a few social media tools: FB, twitter and we’ve explained why they might be used for business.So, who already uses social media?Let’s briefly look at a few statistics
- We’ll focus on adults for the purpose of this presentation.These findings are from 2 surveys conducted by the Pew Internet Project in May & December 200835% of American adult internet users have a profile on at least one social networking site as compared to 8% just 3 years prior. So, their usage is growing rather quickly.Overall, personal use of social networks seems to be more prevalent than professional use of networks—they connect w/people they already know.When users do use social networks for professional and personal reasons, they will often maintain multiple profiles, generally on different sites.
- Now let’s look at Twitter for a minute.Here, you can see the primary users are between the ages of 25 and 54
- http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html I’ll briefly take a step back and say that these tools Wendy and Alex introduced are a part of what is known as the Web 2.0 concept.I’ll throw some words and phrases up here that are associated w/1.0 *CLICK*—the gist of the original Web was that the industry or web designer created and controlled the information in a way that made sense to them.Now look at the words associated w/2.0 *CLICK*People no longer want to go to multiple places to connect with peers and locate information—they want it coming at them.It is now all about user experienceThe user is the contributor--w/out you and I—the 2.0 concept cannot exist.In addition to sites specifically dedicated to social networking like twitter and facebook, you’ll see these concepts carried through on many sites. Examples:-Amazon.com=reviews, ratings, lists-GF Herald=commentsAny time you have the option to receive an RSS feed, add a comment—you are using 2.0 technologyYou are personalizing the Web to meet your needs—to make it meaningful to you.I heard this in a webinar yesterday: *CLICK*-using these tools requires no coding or special web design knowledge and skills. -If you can send an e-mail, if you can type on a keyboard, use a word document—you can participate in Web 2.0 and social networking.Questions or brief comments on the 2.0 concept?
- We’re making the assumption today that everyone here possesses basic proficiency with web navigation and E-mail. If you’re in the same boat as this guy, or if, like US. Senator Ted Stevens, conceptualize the internet as a series of physical tubes, you should talk to one of us after the presentation.
- Having this 2.0 concept established and knowing that more and more adults are joining social networks, using Web 2.0 tools, and they want companies to participate---businesses and organizations have taken interest in tapping into this, and they are using it to interact w/their customers. Charlene Li presented this information at the Social Media Marketing Summit 2008.Due to time constraints, I won’t go into detail here, but you can see the variety. I provided the URL if you are interested in looking what they are doing and why it may be considered successful.
- This is what the VFW’s Social Media page looks like. They’ve got a brief description of what they are using and whyThe first paragraph“Due to popular demand, the VFW has initiated several new means of communicating news and information, and sharing videos and pictures directly with you. Now, you have the option of receiving all the latest updates from VFW National Headquarters via Twitter, Facebook, YouTube, MySpace, MyVetwork and the VFW Blog.”Then, they go on to offer links to guides and tutorials on what these tools are and how to use them.
- Here is the newsletter from the WI Office of Rural HealthThey’ve got links to their twitter and Facebook profiles visible right from the home page
- Clicking on their Facebook button, takes to directly to their profile page. They have contact information on the left hand sideAcross the top, they have a section for their EventsOne of their announcements here is that they’ve started posting videos on YouTube—there is a link to youtube, or you can click right on the play button to view it instantly
- Click on the twitter link—boom, you are right there. You can see on the right-hand side bar that they have 246 followersYou may also notice that they follow RAC, NRHA, and the CRH among others
- Here is a list of some entities with a health or rural health focus that have profiles on twitter.You’ll notice a few offices of rural health, NRHA, the Center for Rural Affairs and so on.I’ll turn it over to Brian, who will speak on what the CRH is doing.
- An important thing to remember is that no medium is neutral. Content takes on different connotations and characteristics, and is interpreted differently (sometimes radically so), when it is transmitted or shared across different media. “A degree from UND is valuable” will actually be a different message when broadcast on television, published in a magazine, uttered in a conversation or a speech, and Tweeted.
- There are many varieties of social media and they can all be used in very different ways, depending on contextual and authorial factors. Typically, however, blogs and wikis tend to emphasize content over socialization (meaning that people use these services predominantly to acquire and create/distribute content rather than to interact with and expand their social networks), while social networking services tend to emphasize interaction over content. Some services, such as You Tube and Flickr, strike a balance between the two.
- Some blogs provide unique content, some only provide links to other sites and aggregate content. Some are issue-specific or relate to a specific purpose, others do not. Some are very personal while others have multiple authors.
- Note that theTechnorati directory is not at all comprehensive. I left this out of the presentation in the interests of time, but people use RSS Feed Readers to keep up with their favorite blogs – ask any of us for more information about this if you’re interested.
- There are currently more than 200 million *active* users on Facebook. More than 100 million users log on to Facebook at least once each day. (www.facebook.com/press/info.php?statistics). If Facebook were a country, it would be the eighth most populated in the world, ahead of Japan and Russia.
- The typical layout: the main column provides the data-entry area along with a dynamic stream of every tweet made by the users this person is following. This is updated in real time. The sidebar provides a brief profile along with usage statistics. There are many third-party applications which make Twitter feeds even easier to manage and prevent users from having to access Twitter.com directly.