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INTRODUCTION TO SOCIAL MEDIA - Coggle Diagram
INTRODUCTION TO SOCIAL MEDIA
What is New Media
Characteristics
New Media vs Traditional Media
New Media
Control in the hands of audience)
Traditional media
bus stop ads, MRT ads, restaurant standee and posters) – control in the hands of producers, comes at fixed timing (eg: Morning newspaper or 7pm News broadcast)
Change in locus of control (Don't control when you read/see media content)
Rich Media - Integrated and interactive (Take advantage of enhanced sensory features such as video, audio & animation)
Digital Media
Why org embrace?
More targeted audience
Larger audience
ROI tracking
High-speed connections
Multimedia capabilities
Direct feedback
Interest & purchase tracking
Users online longer
Social Media?
More than just new media
All social media are new media, but not all media are social media
Synchronicity
Online technologies & practices that people use to share content, opinions, insights, experiences, perspectives and media themselves (sharing & creation of content)
Created, initiated, circulated & used by communities of people intent on educating one another (on topics of interest using conversational media)
Less capital-intensive, more labour-intensive
Social presence
Ability to form rel. online ((commonality – eg: Cancer support group, only cancer sufferers can understand one another better)
Bonds formed online can be as strong as bonds formed offline, however, it takes a longer time
3 Tiers
Communication Management
Advertising
Uses paid media
Purpose is to
increase awareness
& sales of a product/service
Downside: Transactional in nature
Upside: You control everything, where, how often, size
Public Relations
Uses earned media (write ups, written by outsiders/3rd parties with no vested interest, less likely to tell a bias information)
Purpose is to build & maintain relationships with stakeholders
Relational in nature
PR often see as more credible than advertising (propaganda)
Social Media & Comm Mgt
Social media advertising and public relations enhances what happens in traditional advertising and public relations
Mainstream media & social media complement each other
Some trends
More money is spent on social media campaigns
Public relations as lead for campaigns
Shift in dynamics of industry (pie), print advertising - hit the hardest
Social Media and Org Comm
Changes the way org communicates both internally and externally
More instantaneous communication (24/7)
Opens up new channels of communication -> 2 way communications between org and public
Timeliness
Greater need for accountability and accuracy from organisations
Web 1.0 & Web 2.0
Web 1.0
2 way transaction between customer & seller
1 way feedback from customer to seller
Web 2.0 (a cycle)
Through conversation
Customers > Interaction > Seller
Seller > Contribution > Customers
Community/Communication web/Interactive web
Platform and more
User participation (Can message/comment)
Communication is no longer one to many or vertically oriented (change in locus of control)
Reputation economy (trust)
Network effect
Networks (Much more intrusive)
Social Networks
not necessarily digital
Social connection among individuals that define in-group situations
Social network/ing sites
web-based
Construction of public or semi-public profiles
Shows a list of other users whom they share a connection with (friends)
View connections of others
Web 3.0/4.0/5.0
Web 3.0 (semantic web)
example: Google
Possible future stage of technology
Based on block chain technology
still remains in its infancy
Web 4.0 (Cross devise)
example: Telegram (multiple devices)
Web 5.0 (AI/Intelligent web)
example: AI chatbots
Social Media and Interactivity
Co-creation
Engagement
Relationship building & maintenance
Uses
Metaverse
Digital twin (logistic warehouse - don't need to fly customers to view warehouse)
Imaginative experiences
Social Media
Creating (eg: Blogs)
Connecting (social networks)
Collaborating
Reacting (Forums)
Organizing content
Accelerating consumption (RSS)
Social Media Zones
Social Community
Sharing, socializing, conversing: Twitter, FB, Google+
Social Publishing
Editorial, commercial: Blogs, YT,
Social Entertainment
Games, music, art: Candy Crush
Social Commerce
CRM, sales: Groupon, Trip Advisor