WHAT IS SOCIAL MEDIA
Social Media is a user driven, socially evolving phenomena that plays host to digital influence. But why should individuals, businesses and organizations pay attention to it? What impact will it have on the future of communication? We hope to provide exclusive and detailed insight to help you understand the nature of today's digital interactions, the people behind them, and how to make them a viable part of whatever you do..
Social Media Explained
Tools
Mediums
Mediums & Tactics
Who's Behind It
Overview
Social Media Explained
Tools
Mediums
Mediums & Tactics
Who's Behind It
Social Media Explained
Social Media is a user driven, socially evolving phenomena that plays host to digital influence.
In order to fully understand what social media is, it is important to understand the nature of the media that came before it. To begin this process try to answer the following question. When you hear the term 'traditional media' what type of materials do you think of?
Clearly, everyone's response to this question might be different, but it is likely that some of the following things were part of your answer. If none of these things came to mind then maybe your use of Web 2.0 and social media has already caused you to forget them!
Traditional Media
- Newspapers
- Radio
- Television
- Magazines
- DVD's
- CD's
- Billboards
- Direct Mail
Here are some of the major disadvantages of the Traditional Media types listed above as compared to existing and emerging Social Media technologies.
 DISADVANTAGES
- Content within these media forms can't be changed by the end user (at least not legally).
- Wide dispersion of traditional media usually requires a well defined push or pull strategy.
- Traditional media types aren't easily, if at all compatible for use/combining with other media types.
- Traditional media isn't very easy to share. How do you send television shows to your friends?
- There are lengthy and expensive barriers to publishing/making available the traditional media examples above.
- It is hard to organize and track traditional media in a way that makes it easy for you.
- It is hard to filter and aggregate traditional media content that appeals to you. There is very limited customization.
- Mass collaboration around an idea, opinion, or common goal is hard to do using the above media examples.
Traditional media forms still play an imperative role by articulating key message points and heightening brand awareness. However, the rise of collaborative web technologies specifically in the form of Social Media has revolutionized the way consumers are able to retrieve and share preferred content. On the business side of things, Social Media resembles a significant paradigm shift in the way that PR and marketing professionals connect with consumers. The new rules of engagement as a result of this paradigm shift are built upon and require a clear understanding of Generation C Consumer. (Will add link to explanation).
So what exactly is Social Media?
If you bring the term "Social Media" to the web and search for its meaning you are likely to get a definition similar to the following: "The online mediums and technologies that people are using to share things with others." This definition is simple, accurate and does an effective job of capturing the big picture of Social Media. However, if you want a more detailed perspective on the rise and impact Social Media here is some further insight.
Social media in essence, is the alignment of web 2.0 technologies with the social needs of users. Social media enables high levels of the following Three C's; Connectivity, Collaboration, and Content management.
See how the Three C's are part of our daily social needs and how social media and web 2.0 technologies are enabling their occurrence online.
CONTENT MANAGEMENT/CONTROL
In our day to day lives we try to manage the controllable and uncontrollable variables we are faced with in order to optimize the end experience.
Social Media: Social Bookmarking sites (Del.icio.us, Digg, Reddit)
Web 2.0 Technologies: RSS feeds, Content Aggregators (Google, Yahoo), Widgets, Rich internet applications
CONNECTIVITY
We have a tendency to share our good or bad experiences with others that are either inside or outside of a direct part of our work, friend , professional, and family networks.
Social Media: Social networks and utilities
Web 2.0 Technologies: Social Software, Aplication Programming Interfaces (API's), Access Controls, Open Source, User Friendly Interfaces in Ajax, Flex etc.
COLLABORTATION
The reciprocal result of communicating with others. We like to hear what others have to say in response to our experiences, opinions, and thoughts and manage this information for help finding answers.
Social Media: Wikis, Forums, Blogs, Vlogs, Video Sharing
Web 2.0 Technologies: Social Software (Supporting co-created content), Publishing tools, Social Interface Design
Rapidly advancing web technologies and the infrastructure needed to support them has connected individuals all across the globe. Social networks/utilities, content sharing platforms, blogs, forums and wikis are a few examples that fall under the Social Media umbrella by capturing the energy of the social forces listed above. Paying attention to, and including these things as part of an online brand strategy is imperative for long-term success in the digital era.
Overview
Social Media Explained
Tools
Mediums
Mediums & Tactics
Who's Behind It
The "C" Generation.
"C" – describes an emerging class of buyers, trend setters, and innovators who are redefining the rules of engagement. What exactly does the C stand for? Well, a lot of things... Lets look at a few before we pick just one.
Collaboration
Consumer
Content
Connected
Creation
Communication
Community
All of the words above are effective at describing the behaviors, characteristics, and principles of Generation C. When trying to pick one word from the list it inevitably leaves one asking; how do you select one word from a list in which they all make sense? In order to find the answer to this question we asked ourselves the following question.
What word makes the most sense when in the context of all the others?
Here is what we found:
Collaborative Content
Consumer Generated Content
Connected Content
Content Creation
Communicative Content
Content Community
The Answer: Content
Content is King! Generation C revolves around the creation, sharing, and organization of content. Advancement of web technologies specifically in the form of content sharing mediums has enabled a growing number of internet users to share content with large groups of people.
Generation C doesn't have a definitive range of dates to denote who is part of it it like other generational groups. Generation C is a living organism that is continuously changing shape and growing larger in scale. Everyday people are becoming part of Generation C by creating, loading and sharing Content across innovative social platforms. One of the primary drivers of this Generation is the enablement of co-created content through social mediums.
It is important to understand the characteristics and needs of Generation C in order to develop engaging communication strategies for your online brand. Remember, try to create content formats that are easy to share, provoke further thought and can be seeded within influential online mediums.
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WHAT IS SOCIAL MEDIA
Social Media is a user driven, socially evolving phenomena that plays host to digital influence. But why should individuals, businesses and organizations pay attention to it? What impact will it have on the future of communication? We hope to provide exclusive and detailed insight to help you understand the nature of today's digital interactions, the people behind them, and how to make them a viable part of whatever you do..
Social Media Explained
Tools
Mediums
Mediums & Tactics
Who's Behind It
Overview
Social Media Explained
Tools
Mediums
Mediums & Tactics
Who's Behind It
Social Media Explained
Social Media is a user driven, socially evolving phenomena that plays host to digital influence.
In order to fully understand what social media is, it is important to understand the nature of the media that came before it. To begin this process try to answer the following question. When you hear the term 'traditional media' what type of materials do you think of?
Clearly, everyone's response to this question might be different, but it is likely that some of the following things were part of your answer. If none of these things came to mind then maybe your use of Web 2.0 and social media has already caused you to forget them!
Traditional Media
Here are some of the major disadvantages of the Traditional Media types listed above as compared to existing and emerging Social Media technologies.
Traditional media forms still play an imperative role by articulating key message points and heightening brand awareness. However, the rise of collaborative web technologies specifically in the form of Social Media has revolutionized the way consumers are able to retrieve and share preferred content. On the business side of things, Social Media resembles a significant paradigm shift in the way that PR and marketing professionals connect with consumers. The new rules of engagement as a result of this paradigm shift are built upon and require a clear understanding of Generation C Consumer. (Will add link to explanation).
So what exactly is Social Media?
If you bring the term "Social Media" to the web and search for its meaning you are likely to get a definition similar to the following: "The online mediums and technologies that people are using to share things with others." This definition is simple, accurate and does an effective job of capturing the big picture of Social Media. However, if you want a more detailed perspective on the rise and impact Social Media here is some further insight.
Social media in essence, is the alignment of web 2.0 technologies with the social needs of users. Social media enables high levels of the following Three C's; Connectivity, Collaboration, and Content management.
See how the Three C's are part of our daily social needs and how social media and web 2.0 technologies are enabling their occurrence online.
Social Media: Social Bookmarking sites (Del.icio.us, Digg, Reddit)
Web 2.0 Technologies: RSS feeds, Content Aggregators (Google, Yahoo), Widgets, Rich internet applications
Social Media: Social networks and utilities
Web 2.0 Technologies: Social Software, Aplication Programming Interfaces (API's), Access Controls, Open Source, User Friendly Interfaces in Ajax, Flex etc.
Social Media: Wikis, Forums, Blogs, Vlogs, Video Sharing
Web 2.0 Technologies: Social Software (Supporting co-created content), Publishing tools, Social Interface Design
Rapidly advancing web technologies and the infrastructure needed to support them has connected individuals all across the globe. Social networks/utilities, content sharing platforms, blogs, forums and wikis are a few examples that fall under the Social Media umbrella by capturing the energy of the social forces listed above. Paying attention to, and including these things as part of an online brand strategy is imperative for long-term success in the digital era.
Overview
Social Media Explained
Tools
Mediums
Mediums & Tactics
Who's Behind It
Example: http://bringtheloveback.com/
Ways to Post a Blog
Choose a free service like Blogger, Typepad, Wordpress, Movable Type, or Drupal and then create a Username and Profile. Write a blog description about the principal focus of your blog and customize your blog to make it look/feel the way you want it to. These services are free, but upgraded analytics and features can be purchased. Example Total Stats Pro through Feedburner is $5.99 a month for up to 3 feeds.
Resources:
"Buzz Marketing with Blogs for Dummies"
$16.50
"Build a Better Blog"
$95.00
Feedburner
Creates feeds for blogs and podcasts and gives you analytic tools to anyone who subscribes to them.
"How to Change the World"
Guy Kawasaki's practical blog for impractical people.
"Seven Elements for building an Effective Corporate Blog Strategy"
P&S Koch, 2007
"How to start a Blog"
Michael Hyatt Blog
"How Pinging Works"
What you need
A computer, a microphone, a website, and software that is available over the internet. For more professional looking Podcasts a studio might be required.
Resources
"Ipod in Education"
A site dedicated to the use of 'iPOD' and 'iTUNES' in education.
"How To Podcast"
Jason Van Orden, 2005
Example: The Fray
Resources
Vlog "Tutorial"
Example: Sundance Channel, "The Green"
Resources
Link 2 Communications, "Microsite Strategies"
Example: NBC "The Office"
Overview
Social Media Explained
Tools
Mediums
Mediums & Tactics
Who's Behind It
A. Social Networks/Utilities:
Websites built to connect groups of people. Social network users can build a personal profile, connect with existing friends, search for new friends within networks, and communicate using a mixture of the following; blogging, content sharing, chatting, emailing and messaging.
Examples:
Jessica Simpson
Red Hot Chili Peppers
Aquafina
Example:
Coca Cola
B. Social Bookmarking:
A system that enables users to do the following; store lists of links to web-pages they prefer(bookmarks), access stored list of preferred sites from anywhere, rate website content and share their site choices with a network or a group of friends. Users can typically view their bookmarks in chronological order, by categorical tags, or as part of related searches.
Example:
PR Squared
C. Content Based Communities:
Websites and applications that enable users to share particular or multiple content type(s) such as photos, movies, videos, etc., with a network or a group of friends.
Examples
Microsoft 'iView Media Pro"
Nestle
Example
Pepsi
Example
iPOD skins and cases
Example
Apple iPhone Press Release
D. Wikis:
Collaborative online tools for organizing thoughts and ideas around particular subject matter. As social collaboration applications, wikis enable a limitless number of users to add, remove, or edit content. Wikis make it possible to have numerous inputs combined under a single topic header.
Example
Apple TV
CBS
XBOX 360
Example
Attack Marketing.Net
Overview
Social Media Explained
Tools
Mediums
Mediums & Tactics
Who's Behind It
Objectives:
Get content placed on 'hotlist' page in order to drive more traffic to the website.
Strategy:
Use the tagging cloud to understand what content Del.icio.us users are craving and develop content that satisfies this criteria.See Figure
Influence Tactics:
Citable Resource:
"Making your content Del.icio.us"
Objectives:
Get readers to "Digg" your story and promote it to the top of the home page.
Strategy:
Write articles and build content that will be helpful to readers.
Influence Tactics:
Citable Resource:
"Diggs is your Marketing Secret Weapon"
Objectives:
Increase brand awareness and create high levels of involvement within the facebook community.
Strategy:
Build an online group that is viral in nature and gets users inovlved by providing compelling content.
Influence Tactics:
Citable Resource:
"Explosive Marketing through Facebook Groups"
Objectives:
Write and post articles that get enough points to be posted on the Reddit home page. This will generate traffic to your home site.
Strategy:
Publish news stories that Reddit users crave, and let the viral nature of Reddit spread the message.
Influence Tactics:
Citable Resource:
"Reddit-Everything you ever wanted to know about"
Objectives:
Use the power of Technorati's ranking system to increase traffic to a blog, microsite, or video.
Strategy:
Create a blog/video that will be recognized as a 'leader' within a searchable category such as 'sports'. Use a proper 'pinging strategy to get the blog ranked and ultimately improve SEV. (Think about using a keyword in the title of you blog)
Influence Tactics:
Citable Resource:
"How to Improve Technorati rank"
Overview
Social Media Explained
Tools
Mediums
Mediums & Tactics
Who's Behind It
The "C" Generation.
"C" – describes an emerging class of buyers, trend setters, and innovators who are redefining the rules of engagement. What exactly does the C stand for? Well, a lot of things... Lets look at a few before we pick just one.
Collaboration
Consumer
Content
Connected
Creation
Communication
Community
All of the words above are effective at describing the behaviors, characteristics, and principles of Generation C. When trying to pick one word from the list it inevitably leaves one asking; how do you select one word from a list in which they all make sense? In order to find the answer to this question we asked ourselves the following question.
What word makes the most sense when in the context of all the others?
Here is what we found:
Collaborative Content
Consumer Generated Content
Connected Content
Content Creation
Communicative Content
Content Community
The Answer: Content
Content is King! Generation C revolves around the creation, sharing, and organization of content. Advancement of web technologies specifically in the form of content sharing mediums has enabled a growing number of internet users to share content with large groups of people.
Generation C doesn't have a definitive range of dates to denote who is part of it it like other generational groups. Generation C is a living organism that is continuously changing shape and growing larger in scale. Everyday people are becoming part of Generation C by creating, loading and sharing Content across innovative social platforms. One of the primary drivers of this Generation is the enablement of co-created content through social mediums.
It is important to understand the characteristics and needs of Generation C in order to develop engaging communication strategies for your online brand. Remember, try to create content formats that are easy to share, provoke further thought and can be seeded within influential online mediums.
Contact Us
See how our in-depth knowledge of Social Media and its ability to create Digital Influence can take your brand to the next level!
Call us at: 603.430.1110