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Class 2, COM 540
PR Topics: Social MediaPractices and Analysis
Aug. 29, 2013
‘You Are WhatYou Tweet’
Murthy: Chapter 1
• What is Twitter?• Asynchronous
“conversation” 140 characters at a time.
• One of the largest and most popular social media websites.
Details
• Public-facing (usually)• @ replies and DMs• Retweets• #hashtags• Verified accounts
Why so popular?
• “… ease of use, instant accessibility … and short bursts of seemingly useless chatter.”
• Mobile• “Connection with very low
expectation”
Shape of communication
• Hashtags (#occupy) allow shared conversation
• Broadcast model (popular “channels”)
Distinct from Facebook
• Social media (Twitter): Broadcast-based
• Social networks (Facebook, LinkedIn) foster friend connections through social sharing
Microblogging platform whereby:
• Users have public profile• Messages become
publicly aggregated• Decide which to receive,
but not necessarily who receives their messages
Qualman:Chapters 1-3
• “Socialnomics”: The value created and shared via social media and its efficient influence on outcomes (economic, political, relational)
Today’s landscape
• Some core communication, marketing and business principles will still apply; others will become extinct
Word of Mouth
• From broadcast model to “The Long Tail”
• Positive brand presence: JetBlue
Information flow
• Social media and search engines: social search/social commerce
• News finds us• Shift in traditional news
sources
Preventive behavior
• For individuals• For businesses: Comcast• Responding to customers• Engagement, rather than
simply marketing
‘Anything I can assist you with?’
‘Guys, make it easy for someone to give you $$’
In conversation
• Brands are part of social media discussions
• “Honesty, transparency, listening and reacting” key for brands
Tutorials
• Tumblr• Google+• Hootsuite• Klout
Assignments
• Step-by-step guide• Discussion board posts