Strategies for effective communication in the new digital media
Using Social Media for Effective Communication
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Transcript of Using Social Media for Effective Communication
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Using Social Media for Effective CommunicationAssoc. Prof. Axel BrunsARC Centre of Excellence for Creative Industries and InnovationQueensland University of [email protected] – http://snurb.info/ – @snurb_dot_info
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Social Media
• Working definition:
– Platforms which build on Web 2.0 technologies to provide space for in-depth social interaction, community formation, and the tackling of collaborative projects.
Social media = Web 2.0 technologies + Community
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How Communities Work
• Communities are concentric – in values:
Shared knowledge
Key principles
Core values and beliefs
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How Communities Work
• Communities are concentric – in membership:
Marginal members
General members
Community leaders
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Growing the Community
• Encouraging constructive participation:
leaders
number of members
status
marginal members
encourage commitmentmodel desirable behaviour
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Encouraging Brand Loyalty
• Developing closer brand ties:
participation pull
Third-party spaces
Branded spaces
In-house space
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Success in the Share Economy
• Engaging with social media communities:1. Be open.
For users (access) and with users (transparency).
2. Seed community processes by providing content and tools.
Model desired behaviour, assist productive participation.
3. Support community dynamics and devolve responsibilities.
Engage promising community leaders as they emerge.
4. Don’t exploit the community and its work.
Making money is fine, but you don’t own your users.
Adapted from Axel Bruns and Mark Bahnisch. "Social Drivers behind Growing Consumer Participation in User-Led Content Generation: Volume 1 - State of the Art." Sydney: Smart Services CRC, 2009.
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#qldfloods Network: @replies & Retweets( Degree > = 15 / Node s i ze : i ndegree / node co l our : ou t deg ree )
(See http://mappingonlinepublics.net/)
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More Information
Axel Bruns
Associate Professor
ARC Centre of Excellence for Creative Industries and Innovation
Creative Industries Faculty
Queensland University of Technology
Brisbane, Australia
Email: [email protected]
Twitter: @snurb_dot_info
Blog: http://snurb.info/
Produsage: http://produsage.org/
LinkedIn: http://www.linkedin.com/in/snurb
Blogs, Wikipedia, Second Life, and Beyond:From Production to Produsage (Peter Lang, 2008)
Social Media Reports:1 – State of the Art
(http://snurb.info/socialmedia-vol1)
2 – User Engagement Strategies(http://snurb.info/socialmedia-vol2)