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Slide 1
Social Media Presented by Bruce Warren PRPD Board member &
Assistant Station Manager, Programming & Production WXPN
Slide 2
Web 2.0 Web 2.0 was coined by Tim O'Reilly in 2004, and refers
to a second-generation of Web- based servicessuch as social
networking sites, wikis, communication tools, and folksonomiesthat
emphasize online collaboration and sharing among users. What is Web
2.0? http://www.oreillynet.com/pub/a/oreilly/tim/news/
2005/09/30/what-is-web-20.html
Slide 3
Channels & Platforms Andrew McAfee from Harvard makes the
distinction between channels & platforms. Channels such as
e-mail and instant messaging is a one-to-one communication method.
Your FM radio signal is a channel. Your internet stream is a
channel. Channels are intended to be one-to-one communication
methods and drivers.
Slide 4
Channels & Platforms Platforms are many-to-many. McAfee
writes: These are the opposite of channels in that their content is
generated, or at least approved, by a small group, but then is
widely visible. Platforms are digital environments in which
contributions and interactions are globally visible and persistent
over time. Platforms rely on communication and interaction between
users. Platforms form the basis for social networking.
Slide 5
Journalism.org Web 2.0 has taken root as a significant element
and has become a true competitor to traditional media. Web 2.0
refers to online media that operates as partnership, or
interactively, with the consumer. Anything that involves users
posting video, writing a blog, reviewing products or connecting
with friends on a social network site is a Web 2.0 activity.
YouTube, Facebook and MySpace, the social networking giants, are
among the success stories of Web 2.0. So is Wikipedia, the citizen
encyclopedia site. How many people are actively living in the Web
2.0 universe? As of spring 2006, according to a study from the Pew
Internet & American Life Project, 37% of all Americans who go
online were engaged with user-generated content. Nearly four in ten
adult Internet users had uploaded video or photos, blogged, posted
comments to an online news group or Web site, remixed a song, or
created some other form of media.
Slide 6
PRXs Jake Shapiro Makes The Case Public radio can play a
transformational role in participatory media. The internet enables
interactions that can greatly extend the educational and cultural
goals of public service media. New platforms are enabling content
creators and new intermediaries to connect with audiences and
audiences with each other far beyond the physical boundaries of the
local broadcast spectrum.
Slide 7
Social Media is about community building Connecting people
personally, socially, and based on their active and esoteric
interests fills a real need. The audience wants to engage with
like-minded people within their communities and across boundaries.
They also want to better understand people who are different. We
need tools to accomplish this and to open up our broadcasters
culture to reposition our role.
Slide 8
What is Social Media? Social media describes the online
technologies and practices that people use to share opinions,
insights, experiences, and perspectives with each other. Social
media = audio & visual & text & interaction amongst the
users. Social media content is intended as the starting point for
larger conversations.
Slide 9
Barriers Lack of knowledge Lack of resources Unclear benefits
Lack of conventional metrics Lack of journalistic standards citizen
media doesnt always maintain the same ethics and standards of
professional newsroom journalism. Many broadcasters in our shops
dont have the skills technological generational divide.
Slide 10
Goals of Social Media Expand the base and the reach. Enhance
the service to their mission. Reinforce local identity. Reinforce
local brand. Add more value to the experience by your customers
(listeners, users).
Slide 11
Defining ways to be social
http://essentialkeystrokes.com/essential-tools-for-social-media/
Social Networking - From MySpace to Facebook, LinkedIn, and other
similar sites, the focus of social networking is to connect you
with others - your friends, people with similar interests,
potential employers, and then give you the opportunity to find more
connections as your profile grows.MySpaceFacebook,LinkedIn Social
Bookmarking (like del.icio.us, Furl, Ma.gnolia) sites allow you to
organize your favorite sites, tag them for keywords, and keep them
all in one place. Very handy. However, what makes these sites
social, is the ability for you to share them with
others.del.icio.usFurlMa.gnolia Social Recommendation sites combine
the best of social networking and bookmarking to create user
generated recommendation sites. Sites like Digg, Netscape and
StumbleUpon encourage users to submit items they like and then give
others the opportunity to vote on them. There are also a large crop
of smaller niche sites like BizzBites, Sk*rt, Babblz, BUMPzee and
such that are evolving to cater to the specific needs of certain
audiences. DiggNetscapeStumbleUponBizzBitesSk*rtBabblzBUMPzee
Social Content sites include Flickr, YouTube, and wikis to name a
few. These are sites where users create and manage the content from
photos to videos, information on a topic, and everything in
between.FlickrYouTube
Slide 12
Social media tools Blogs - Twitter - StumbleUpon - Tagging -
Facebook- Clouds Instant Messaging Ning - podcasts - RSS Flickr -
Wikis- UGC User generated content - Vlogs Bulletin boards/forums -
Twitter StumbleUpon Vox.com Technorati mySpace del.icio.us (social
bookmarking) Digg imeem.com Buzznet.com Share This LinkedIn Furl
-
Slide 13
Station blogs Iowa Public Radio Connecting Iowa
http://iowapublicradio.org/blogs/connecting WFMU
http://blog.wfmu.org/http://blog.wfmu.org/ WXPN
http://wxpn.blogspot.com/http://wxpn.blogspot.com/ NPR Music
Monitor Mix http://www.npr.org/blogs/monitormix/ Colorado Public
Radio Blog http://coloradopublicradio.blogspot.com/ Texas Music
Matters (KUT) http://texasmusicmatters.kut.org/category/blog/
Slide 14
Station Blogs WAMC
http://blogs.timesunion.com/wamc/http://blogs.timesunion.com/wamc/
KQED Arts Blog http://www.kqed.org/arts/http://www.kqed.org/arts/
KQED Bay Area Eats Blog http://blogs.kqed.org/bayareabites/ WOSU
Election Blog http://wosu.blogspot.com/http://wosu.blogspot.com/
KEXP blog http://depts.washington.edu/kexp/blog/
http://depts.washington.edu/kexp/blog/ WETA Classical Music Blog
http://www.weta.org/fm/blog/
Slide 15
Blogging Tips socialmediatoday.com Create content thats easily
packaged and reusable for example; Top Ten Lists and How-Tos When
blogging provide news or exclusive content thats not available
elsewhere. Remember Seth Godins Purple Cow - use catchy headlines
and out of the ordinary content to draw attentionSeth Godins Purple
Cow Take advantage of blogging distribution channels and
measurement tools such as; FeedBurner, Digg, StumbleUpon, Yahoo
Buzz, Friend Feed, Facebook, Techmeme, Del.icio.us, and Aide RSS to
ensure maximum distributionFeedBurnerDiggStumbleUpon Yahoo
BuzzFriend FeedFacebookTechmemeDel.icio.us Aide RSS Let your fans
know when a new post is up, email influencers and key sources cited
to let them know youve posted and ALWAYS give credit to other
bloggers and use link backs.
Slide 16
Blogging Tips Guest write on other blogs and offer the
opportunity for other bloggers to guest write for you. Share
opportunities with other bloggers and get involved in the
community, posting regular comments on other blogs Meet other
bloggers in the real world to get know each other in person Be
passionate about your content and dont shy away from including some
of that passion in your blog profile page, the more your readers
know about you the more they will connect with your content. Blog
everyday.
Video Infinite Dial - Edison Media/Arbitron 2008 Weekly
internet video audience is at an all time high. Pew Internet 57% of
internet users have watched videos online and most of them share
what they find with others.
Slide 19
Video WBUR http://www.youtube.com/user/WBUR
http://www.youtube.com/user/WBUR WXPN
http://www.youtube.com/user/xponentialmusic WFUV
http://www.youtube.com/user/WFUVRADIO WHYY
http://www.youtube.com/user/WHYYNews
Slide 20
Flickr Chicago Public Radio
http://www.flickr.com/groups/chicagopublic radio/ WXPN
http://www.flickr.com/people/wxpn/http://www.flickr.com/people/wxpn/
KPBS
http://www.flickr.com/photos/kpbs/http://www.flickr.com/photos/kpbs/
Slide 21
Forums WFUV http://www.wfuv.org/cgi-
bin/ultimatebb.cgihttp://www.wfuv.org/cgi- bin/ultimatebb.cgi
Poverty With A View (KNAU) http://groups.google.com/group/poverty-
with-a-view Folk Alley
http://www.folkalley.com/community/forum/
In The Words of Tory Malatia Vocalo.org The Internet is
designed to allow users to create a community based on
commonalityto find and interact with people who are like us. But
real, geographic community isnt like thatits a collection of people
who are more likely to be different than the same. Radio, as a mass
medium, needs to serve that real community of differences. So,
between the mediainternet and radio the editing process enables
both to co-exist. At Vocalo.org we start with the unfettered
communities of the web and then we layer a selective juxtaposing
process onto this that allows for a scope of voices and views on
air that better reflects the real community we serve.
Vocalo.org
Resources to check out http://www.go2web20.net/
www.socialmediatoday.com Groundswell Blog (Forrester)
http://blogs.forrester.com/charleneli/?gclid
=CKib5fjjgJMCFQMcHgodbyxeww
http://blogs.forrester.com/charleneli/?gclid
=CKib5fjjgJMCFQMcHgodbyxeww The New Influencers by Paul Gillin Now
Is Gone Geoff Livingston Web Analytics Avinash Kaushik
Slide 26
The End Questions? Comments? Thankyou for joining us
today!