Social MediaDefinitions, Facts, and

Implications

...a shifting digital landscape

• changing societal norms (expectations)

World Book Online Wikipedia

Favorites/bookmarks Delicious/social bookmarks

personal website blogs

list servs/retrieval RSS Feeds

content management system wikis

directories (taxonomy) tagging (folksonomy)

Walgreens photos online Flickr

publishing participating

Web 1.0 vs. Web 2.0

Societal, Individual Changes

• Horizon Reports - societal trends

• Kaiser report - 8-18 year olds use media

• New Media Literacies (Jenkins et al., 2006)

• Forrester Reports - trends in business and industry

participatory communication the “new” Internet

How is communication shaped today?

• continues to be shaped by individuals and society (valued and required)

• the Internet plays a larger role in communication than ever before - and the practices online continue to change

• no longer shaped solely by print/text

• continues to be social; availability of media enhances opportunities to participate in social environments

The Facts• Facebook has 5+ million users - 28% are

over the age of 34 - fastest growing segment

• 48 billion unique images on Facebook

• Twitter’s use is over 90% last year alone

• LinkedIn has a 10-15% following in the US

• YouTube - 2 billion views a day; average person spends 15 minutes a day

• Over 60% of adults game; mostly male - 40

Meaningless or Meaningful?

What’s in it for business?

• Continual connection with your market/target/audience on may levels

• Global reach

• Accessibility - available to anyone

• Usability - no specialized training required

• Recency - little lag time...posts are immediate

• Lack of permanence - acceptance of ever-changing nature of society/product refinement

Realizing the potential• Healthcare - Tweets to pregnant women

• Marketing - mobile phone App that shows tax information and nearby listings

• Journalism - blogging, opinions and feedback dialogue is “author” controlled

• Military - games as simulations of real events

• Civic engagement - kids are increasing political involvement at a younger age, supporting global causes

•

next HUGE trend

• location-based social networks.

Augmented Reality Advertising(Brightkite)

“Old” model of Internet Usein Industry

(Web 2.0) Internet Use Outside of Workplace

Content retrieval & consumption Content creation & production

Access mediated by employer Access unmediated

Production directed by employer Production as larger, societal contribution

Enculturation into pre-ordained “culture” Enculturation into affinity group cultures

Text privileged Multimodal systems privileged

The “Expertise of the Organization” Distributed and collective expertise

Individual/Collaborative Success Valued Collaborative Success Valued

User standardization User customization

Linear, logical, static progression Non-linear, logical, dynamic progression

Digital Natives?•Not so much.......need to teach

judgement, authenticity and credibility

HR Concerns

• privacy policies

• confidentiality

• determining what constitutes social media

• protection of branding

• disclaimers on blogs

• ownership of content

...your ever-changing workforce

Brain Research

• screen time

• statistics on visual learning....auditory....

• multi-modal environments

• distributed cognition at work

• Grade 4: Podcasting Unit - all students

• 5-8: Web 2.0 tools infused in curriculum - podcasts, blogs, wikis, Google Earth, social bookmarks

• 9-12: Blackboard, flip-camera “mini-documentaries”, video-podcasts, Game Design Curricula (2011)

• New web page has Web 2.0 features

• Staff Training: graduate courses, workshops, one:one training model, all using a research/discussion basis

What is our district doing?

Where are we going...?

Where are we going...?

Where are we going...?

Where are we going...?

Where are we going...?

• Assess your need/audience/reach

• Investigate your tools/choices

• Sign-up and “play”

• Consider a consultant

• Think “Mobile” and “Global”

Where do I start?