Re-interpreting the Social Media Dream
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Transcript of Re-interpreting the Social Media Dream
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Illusions of Empowerment Re-interpreting the Social Media Dream
Corinne Weisgerber, Ph.D.Associate Professor of CommunicationSt. Edward’s University, Austin, Texas
[email protected] : @corinnew
Can anyone hear me?
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The Social Media Hero StoryDave Carroll vs. United
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The Social Media Hero StoryVincent Ferrari vs. AOL
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Dell Hell StoryJeff Jarvis vs. DELL
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184Million Blogs
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hours of Videos72
every Minute
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Million Tweets400Sent each Day
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Voice Paradoxthe more people become empowered and claim their voices through social media participation, the more drowned out individual voices become
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Voice Paradoxthe more people become empowered and claim their voices through social media participation, the more drowned out individual voices become
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.3%Reach More than 10,000
Views in one month
65%: 50 views
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You have better odds playing the lottery than of becoming a viral video sensation
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Visibility Work
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Uses algorithm to determine results
Google PageRank: interprets a link from page A to page B as a vote, by page A, for page B. Looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important".
Google Search:
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Black Hat SEO Organic SEOBlack Hat SEO
• deceptive • link schemes
• JC Penney example
• legitimate• optimize keywords• optimize titles & tags• optimize meta tags• attract links with
good web content
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The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ”
“
- New York Times
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The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ”
“
- New York Times
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1. Narrow your topic2. Identify keywords3. Integrate keywords into:
•titles/headlines•meta tags•blog tags
Optimizing blogs
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Engagement Work
Two-way communication
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1. Narrow your topic2. Identify keywords3. Integrate keywords into:
• titles/headlines• meta tags• blog tags
visib
ility
wor
ken
gage
men
t w
ork
4. Attract links by:• publishing frequently• publishing valuable info• actively engaging others
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• growing competition in an attention-economy
• slim odds of standing out amidst millions of competing voices
• specialized technical knowledge required to achieve visibility
• time demands of visibility and engagement work
HURDLESto social media empowerment
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DIGITalIDEDIV
A New
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DIGI TalIDEDIV
A NewGrowing gap between social media power users and social media dabblers
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Copy of this paper:http://socialmediaprclass.pbworks.com/w/file/
64603833/Empowerment.pdf
Corinne Weisgerber, Ph.D.Associate Prof. of Communication St. Edward’s University@corinnew
Credits: