Using Social Media to Communicate
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The document discusses the role of social media in communication, emphasizing its user-driven nature and the shift from mass media to participatory media. It highlights opportunities for dialogue, community formation, and the trust factor's impact on reputation and marketing. The University of Copenhagen encourages social media engagement, supporting experimentation while advising clarity in participation policies and flexibility in strategies to adapt to new technologies.
![Q & A Contact: Jesper Laugesen University of Copenhagen Nørregade 10 DK – 1017 København K Mail: [email_address] Phone: +45 35 32 42 74 Find me online at laugesen.org linkedin.com/in/laugesen laugesen.jaiku.com www.myspace.com/laugesen www.last.fm/user/jlaugesen / Flickr.com/jlaugesen facebook.com blogs.ku.dk Københavns Universitet, Kommunikationsafdelingen](https://image.slidesharecdn.com/vilnius-2008-social-media-jesper-laugesen-1208414346531036-8/85/Using-Social-Media-to-Communicate-32-320.jpg)
Using Social Media to Communicate
- 1. Using social media to communicate – opportunities and challenges Jesper Laugesen Communications Department
- 2. Jesper Laugesen Communications Officer at the University of Copenhagen Primarily working with Web content (supporting local webmasters) Blogs Online marketing Wikis Experiments with social software … and more
- 3. Agenda Social media – web 2.0 What? Who? Why? Where? When?
- 4. What is social media? Social media is Blogs Wikis Social Networks Podcasts RSS Mash-ups
- 5. But more than that… Social media is user-driven user-generated and/or user-centric (at least, that’s what the user likes to think!)
- 6. Changing the focus content communication delivery dialogue producing participating Mass media Participatory/niche media (one-to-many) (many-to-many / few-to-few)
- 11. But: Back to the most important person…
- 12. It’s all about me My friends My family My interests My studies My dog My love interest(s) … all about me – and My relations My sharing My following
- 13. So, what does it mean for YOU? They talk about you. They share links about you. And whatever they say, it’s perpertual In blogs – everyone can write RSS / syndication – everyone can read about it Del.ici.ous - sharing favourite web pages Wikis - Power of the crowd Online Friends - MySpace, Beebo, FaceBook, LinkedIn etc…
- 14. Blogs I have no idea what it is they are saying… … but they are saying something!
- 15. Wikipedia Not only a source of (questionable?) academic references… You are there too!
- 16. Facebook Here, as well…
- 17. Should you join the conversation?
- 18. It matters: Social media are tools that foster exchange of ideas enables and encourages conversations allows communities to form It’s about people Tools that let people share and be found Conversations of the Marketplace Voices of the People They matter because: The Trust factor Impacts to Google Results Rapid Word of Mouth Different than Broadcast Marketing
- 19. Cornerstones of ’corporate’ participation Authenticity matters, not transparency Tell the truth Decide on a policy of employee participation (confidentiality, privacy, freedom of speech, rights and obligations) Don’t expect them to come to you – go to them Participate! Try it out… No one knows what’s coming
- 20. 10-15 years ago… World Wide What? Mobile phones were bulky, rare and expensive A Sony walkman was state of the art CD’s were pretty cool WIFI was science fiction My Space was a physical location Contact across the Atlantic was either by snailmail or painstakingly expensive phone
- 21. 1½ years ago… Facebook didn’t exist Second Life was all the rage The first videoblogs appeared Blogs were rather new – and something the cool kids did
- 22. Today Social networks rules the web DataPortability is ’the thing’ of the moment: Connecting, controlling, sharing, remixing ’ Lifestream’-services (jaiku, plaxo, etc.) compete for control of the datastreams beyond the social networks Identities are a commodity More than ever, access is ubiquitous and data perpertual
- 23. Tomorrow?
- 24. Impact / use of Social Media Recruiting Students Staff Research Dissemination of knowledge Dialogue with researchers worldwide Executive Leadership & Visibility Showing the ‘human side’ of rector and/or other leaders Branding
- 25. Lessons learned People will talk and write about you. Adress the the good as well as the bad Communities are the goal – conversations is the means If noone else does it, start the conversation yourself Social media isn’t a magical solution to all your problems Speak the truth - the Internet remembers everything. For a very, very long time. Encourage dialogue Identify, acknowledge and empower your ambassadors
- 26. Lessons learned Tomorrow brings new technology – plan for flexibility Have the courage to let go – you can’t control it even if you try Social media should be a component of your overall web strategy Embrace your first-movers Test, try, fail and learn what works in your organisation Expect the best, prepare for the worst Ensure your policy for participation is clear – and known
- 27. University of Copenhagen Encourages and facilitates blogging (Management, faculty and student body alike – at blogs.ku.dk or on independent platforms) Management supports trials in new media, be it Second Life, YouTube channels, blogging networks or Facebook groups Publishes pod- and vodcasts Monitors the Danish blogosphere on a daily basis (we still need to put a decent ’response programme’ in effect, though) Converses with the public through blogs, wiki’s and videos
- 28. Examples Copenhagen UniVirtual ( virtuel.ku.dk/en ) (questions via YouTube, webcasting) Blogs Syndicating content @ blogs.ku.dk Rector and pro-rector (danish) Medical Museion Danish Arrhythmia Research Centre Agri Environmental Policies Facebook Applications, groups, networks Podcasts Faculty of humanities Instant Messaging/chat Realtime guidance/councelling of students
- 29. What can you do? Encourage blogging Host your own Or use paid or free services (blogger.com, wordpress.com, edublogs.org) Prepare for students, staff and faculty participation in social networks and blogs Codes of conduct (may – to some extent – be covered in employees contracts and/or existing policies) Encourage your organisation to experiment Beware of the gatekeepers and firewallers (but deal with their warnings seriously)
- 30. What can you do? Prioritize: Podcasts, blogs, wikis are relatively ’mature’ technologies (Don’t shy away from these – but remember nothing looks more abandoned than a chronology that hasn’t been updated in months) New social networks pops up every day (don’t bet all your money on one horse – it may be out of the race tomorrow)
- 31. What can you do? Monitor the Internet Google is a good place to start You also need to monitor The social networks The blogosphere Wikipedia If hit by a blog- or facebookstorm Be proactive Show you care about what ’they’ are saying: Reply on blogs on facebook in own and other media
- 32. Q & A Contact: Jesper Laugesen University of Copenhagen Nørregade 10 DK – 1017 København K Mail: [email_address] Phone: +45 35 32 42 74 Find me online at laugesen.org linkedin.com/in/laugesen laugesen.jaiku.com www.myspace.com/laugesen www.last.fm/user/jlaugesen / Flickr.com/jlaugesen facebook.com blogs.ku.dk Københavns Universitet, Kommunikationsafdelingen