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Slides for the short course Introduction to Social Media at Queensland University of Technology, by Axel Bruns and Linda Elen Olsen.
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http://mappingonlinepublics.net/http://mappingonlinepublics.net/
Introduction to Social MediaAssoc. Prof. Axel BrunsARC Centre of Excellence for Creative Industries and InnovationQueensland University of Technology, Brisbane, Australia
[email protected] – @snurb_dot_infohttp://mappingonlinepublics.net/
Linda Elen OlsenUniversity of Bergen, Norway
[email protected] - @lindaeo
http://mappingonlinepublics.net/
Course Outlineo Week 1:
o Introduction and setup: Twitter, Facebook, LinkedIno Developing a social media persona / presence
o Week 2:o Understanding social networks: audiences? followers?
influencers?o Social media analytics: Hootsuite and other tools
o Week 3:o Social media campaigning: dos and don’ts of corporate social
mediao Ideas workshop and wrap-up
http://mappingonlinepublics.net/
INTRODUCTIONS
http://mappingonlinepublics.net/
Axel Brunso Associate Professor, Creative Industries Facultyo ARC Centre of Excellence for Creative Industries and
Innovationo Research leader for social media: esp. blogs, Twitter
o See http://mappingonlinepublics.net/ for details
http://mappingonlinepublics.net/
PLATFORMS: FACEBOOK
http://mappingonlinepublics.net/
Facebooko Overview:
o Largest global social network
o ~1b worldwide userso ~11m Australian
accountso Difficult to determine
unique users / active accounts
(source: http://www.socialbakers.com/facebook-statistics/australia)
http://mappingonlinepublics.net/
Facebook Basicso “Social Graph” approach:
o Strong focus on social networkso Reciprocal connections: friendship requests must be approvedo Detailed control over message visibility
http://mappingonlinepublics.net/
Facebook Interactionso Posting, mentioning, commenting, liking, sharing, …:
o Posts: to my own timeline, visible to everyone / friends / custom groups…
o Mentions: posts referring to someone else, visible to them
o Comments: on a friend’s post, visible to them and their friends
o Likes: simple thumbs-up on a friend’s post or comment, visible to them and their friends
o Shares: pass along a post to your own or a friend’s timeline, to a group or page, or as a private message
o … and many more …
o Advanced interactions:o Special types of activity: e.g. events, questions, etc.o Activity updates by Facebook apps: e.g. music, games, …
http://mappingonlinepublics.net/
Facebook Timelineo Timeline:
o Recent introduction, meant to show all life eventso Users can add pre-Facebook events (birth, school, marriage,
etc.)o Criticised as blatant information grab – privacy concernso Potential to generate substantial new information base for
Facebooko Allows for more detailed user profiling (valuable for
advertisers)
http://mappingonlinepublics.net/
Facebook and Privacyo Privacy concerns:
o Facebook business model built around visibility of contento Push to encourage users to make everything they post publico Frequent changes to privacy settings, often confusingo New features usually introduced with ‘public’ default setting
Check and re-check your privacy settings frequently!
http://mappingonlinepublics.net/
Facebook Groups and Pageso Groups:
o Invited members only, different visibility options
o Useful for established, stable communities
o Pages:o Public space for brands,
businesses, celebrities, etc.o Available from options bar:
o Users subscribe by liking the page – no need for reciprocal friendship approvals
http://mappingonlinepublics.net/
PLATFORMS: TWITTER
http://mappingonlinepublics.net/
Twittero Overview:
o Major global social networko ~500m worldwide userso ~2m Australian accountso Best guess on Australian userbase:
o 25-55 age bracketo More likely to be urban, affluent, educated (male?)
http://mappingonlinepublics.net/
Twitter Basicso Flat, open network structure:
o Two types of accounts:o Public – visible to all, even to non-registered visitorso Private – visible only to approved followers
o No message-level visibility controlso Non-reciprocal followingo Very limited options for customising profile pages
o Message format:o Designed as SMS-style live medium – limit of 140 characters
per posto Simple functionality - @mentions, #hashtags, embedded linkso Viewing of older posts increasingly difficult as time passes
http://mappingonlinepublics.net/
Twitter Interactionso @mentions:
o Posts containing @user become visible to user (even without following)o Posts beginning @user visible only to sender and receiver, and mutual followers –
convention to use .@user to bypass thiso “RT @user [original tweet]” is a
retweet of user’s message (also MT, HT, via, and other similar variations), possibly with comments
o Alternative: ‘button’ retweets
o #hashtags:o Posts containing #topic are marked
as relating to topico Anyone can create a hashtago Users can search for / subscribe
to hashtagso Hashtagged posts are visible even
without followingo Twitter tracks ‘trending’ (rapidly
growing) hashtags
The Australian Twittersphere?
Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = outdegree, size = indegree
Thematic ClustersPerth
Marketing / PR
DesignWeb
Creative
FarmingAgriculture
HardlineConservatives
ConservativesJournalists
ALPProgressives
Greens
News
OpinionNews
NGOsSocial Policy
ITTech
Social MediaTechPR
Advertising
Real EstateProperty
JobsHR
Business
BusinessProperty
Parenting
Mums CraftArts
FoodWine
Beer
Adelaide
SocialICTs
CreativeDesign
FashionBeauty
UtilitiesServices
Net Culture
BooksLiteraturePublishing
Film
TheatreArts
RadioTV Music
DanceHip Hop
Triple J
TalkbackBreakfast TVCelebritiesCycling
Union
NRL
Football
CricketAFL
SwimmingV8s
Evangelicals
Teachinge-Learning
Schools
ChristiansHillsong
Teens
Jonas Bros.Beliebers
Austra
lian
Bands
@KRuddMP
@JuliaGillard
http://mappingonlinepublics.net/
Twitter and Privacyo Simple setup:
o Public vs. private accountso Does not protect from (manual) retweets
o Ephemeral medium:o Older messages difficult to retrieveo Twitter only provides 1-2 weeks of past messages (for users,
hashtags, keywords, etc.), even to original senders themselveso But other archives may exist – e.g. Library of Congress Twitter
archive
Twitter is a public medium (more so than Facebook)
http://mappingonlinepublics.net/
Twitter Listso Collections of Twitter accounts:
o Any Twitter user can create listso Can be public (visible to all) or private (visible only to the
creator)o Users can subscribe to public lists: i.e. follow all list members
at onceo Useful for tracking accounts, following posts by specific groups,
…
http://mappingonlinepublics.net/
PLATFORMS: LINKEDIN
what is linkedin?
general uses
• Making new connections
• Maintaining relationships
• Updated information
• Awareness
linkedin profile
making connections
linkedin profile
linkedin profile
linkedin profile
linkedin profile
linkedin profile
linkedin home
answers
polls
linkedin groups
• Online visibility
• Searchable
• Ties become more visible
• Updated business card
• Easy to maintain weak ties, and re-connect
• People will help you!
why networking with linkedin
http://mappingonlinepublics.net/
PLATFORMS IN COMPARISON
http://mappingonlinepublics.net/
Some ComparisonsFacebook Twitter LinkedIn
Personal Profile Yes Yes, but very limited Yes
Corporate Profile Yes, through pages Yes, but very limited Yes
Social network structure
Strong focus on reciprocal connections
Flat network, strong and weak ties together
Strong focus on reciprocal connections
Group functionality Yes – public and private
None, except user lists
Yes – public and private
Wider audience reach
Yes, through pages Yes, through account itself
Limited
Message dissemination
Mainly along friendship lines
Can be fast and wide, especially for hashtags
Mainly through network connections
Real-time engagement
Yes, but not core focus (except chat function)
Yes – key function Limited
Privacy settings Available but complex
Simple but limited Available
http://mappingonlinepublics.net/
SCENARIO WORKSHOP
http://mappingonlinepublics.net/
Building a Network
o Scenario:o You run the Twitter account for BeSpoke Bike
Designs – a small Brisbane shop creating custom designer bicycles using the latest technology. You’d like to build a strong network of followers (potential customers as well as influential supporters). What do you do?
o Hint: have a look at Twitter to identify the people you might want to connect with, and think about how you could do so…
http://mappingonlinepublics.net/
HOW TO USE SOCIAL MEDIA
Presenting yourselfin Social Media
15.01.2013Linda Elen Olsen
First impressions
• People Google you
• Social media ranks high on Google
• Your chance to show off
professional presence
• Show your experience
• Share your expertise
• Increase confidence
• Make connections and grow your network
• Become more aware
who am i?
privacy?
• Privacy paradox
• Offline vs. online
• Private vs. personal
be smart
• Everything is public
• Know your privacy settings
• Look at your industry - what is happening?
finding the balance
finding the balance
• Who is my audience?
• Who do I want to be my audience?
• What are my boundaries?
• What is OK to share / not share?
• What sort of community am I trying to be part of?
participation is key
strategy?
Control your information...
the importance of presence
• Help you control your own information
• Create a good first impression
• Drown bad publicity
• Opportunity to correct your mistakes