online identity and social media

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  • Social Media & Your Online IdentityBy Serena CarpenterArizona State University

  • Previous ClassFocused on designing and structuring content for social sharing including tagging, alt text, and meta tagsToday, the other 75% of SEO, promoting your content and yourself

  • What is social media?

  • What is social media?Sharing of information and passions with other like-minded people, communities and collaboratorsAKA user-generated contentStrength of Weak Ties by Mark S. Granovetter (1973)

  • Types of social media (Antony Mayfield)

    Social Networks build personal pages to connect with friendsBlogs Wikis communal database that can be edited by anyonePodcasts audio/video subscriptionsForums/Online Communities discussions forms around a topicContent Communities sharing of content (Flickr, YouTube)Microblogging social networking merges with blogging

  • One-wayToday, build relationships to get permission

  • Trust in spokesperson, U.S. 08, Edelman Trust BarometerBuilding Relationships


    0.6Person like yourselfPerson like yourself

    0.56Financial AnalystFinancial Analyst


    0.53Health careHealth care



    Series 1




    Series 1Column1Column2

    Person like yourself60%

    Financial Analyst56%


    Health care53%





  • PRPR has been defined as journalist relations a linear relationship between PR professionals and journalistsCommunication experts are relationship managers and networkers

  • Blogger RelationsProve that you monitor blogs when reaching out to bloggersDont pitch, get involved with their communityParticipate in commentsTwitter idProvide content in many social media forms - tweetCreate your own blog to connect and promoteBloggers want linklove, so linkFind A-list blogs by searching blogrollsBloggers are passionate experts

  • What is a social media release?

  • Social media release

  • Social Media Press ReleasePRX Builder - allows anyone to create an online press release The client, MobileSphere, launched a new product Slydial Free service that allows users to leave a voicemail message on someone elses cellphone without actually ringing themCreated a social media release In 1 month covered in 381 blog posts

  • Digg (2004)News aggregator where people digg or submit storiesSubmit story, may get popular through diggs or it may get buriedComment as wellEmployees digg stories to promote their orgs content (Village Voice-MN)http://www.digg.comAge Range 25-4465% Male25 million unique visitors

  • Fark (1999)A news aggregator that allows user to comment on storiesFark administrators sift through 2,000 or so news submissionsGreenlit links can generate upwards of 300,000 page views in one month for a recipientSubmissions should be humorous, unique, entertaining5% of approved submissions will go on the main page include Furl, Reddit, Newsvine

  • Sign up & BrowseFurl, Reddit, Newsvine, Digg, Fark

  • Social Networking rare diseases (1000)

    Join social networking groups related to your expertise

  • Facebook150-million users (08)10% users update their statuses at least once a day850-million photos are uploaded each monthAverage - 120 Facebook friends151-200 Friends Less than 100 and more than 500 considered not at popular Fastest growing segment: Women over 55 Average stay around 15 minutes

  • MySpace (2004)185 million usersMore than 8 million bands and artists18-34 largest group, 44%Average 15 photos per userAverage stay around 20 minutes

  • FeaturesPageGroupHosting a discussionYesYesDiscussion formYes YesMultimedia ExchangeYesYesContact MembersYes (Updates)Yes (PM)StatisticsYes NoEvent invitesYesNoSocial adsYesNoRelationshipsLong-termShort-termPersonalGoogle IndexingYesNo

  • ROI86% of professionals have adopted to social media (09 Mzinga and Babson Executive Education)84% of social media programs dont measure return on investment40% did not even know they could

  • Online Identity

  • Online IdentityPerception you can create, so ask yourself:

    Whats special and unique about you? What are you an expert in?

    Personal Brand AssetsYour NamePicturePersonal brand statement I am a social media researcher at the Walter Cronkite School of Journalism and Mass Communication.

  • Personal Brand StatementI am a politics and public policy reporter with experience using public records and personal relationships to break stories at all levels of government.I am a bilingual print and online journalist who believes in the power journalistic words can have in exposing injustice and catalyzing change.Im a media communications professional with 15 years of journalism and public relations experience, specializing in the use of narrative to inspire emotion. I am a bilingual, global-minded journalist who believes in telling stories that effect change and connect people of diverse backgrounds.I am an Asian American multimedia journalist who seeks to capture humanity through visuals and sound.

  • Googled yourself lately?

  • Google is the new resume47% have searched for themselves (Pew, 2007)60% who search for their names ind information about themselves

    Ping your content and add blog to search engines

  • and social media is becoming more impt.83% of recruiters used search engines to learn more about candidates in 2007 up from 75% in 2005 ( 43% eliminated candidates based on the results in 2007College admissions

  • Controlled TransparencyIn 09, 45% employers used social media sites to research candidates (2009 CareerBuilder Survey)22% in 200835% did not offer job and 28% fired someone Photos, badmouthing employers, and poor communication skills7% follow you on Twitter

  • .which means regulations.Intel Twitter & Blog PolicyIf it is clear that journalists works for BBC, then a visible disclaimer such as these are my personal views and not those of the BBC. New York Times Allows its reporters to "friend" people they cover, noting, "In general, being a 'friend' of someone on Facebook is almost meaningless and does not signify the kind of relationship that could pose a conflict of interest for a reporter or editor writing about that person."

  • What can David do? David Thomas is a pretty bad name for Googling

  • Unique idUse middle name or use your middle name as your last nameAndrew Dice Clay was Andrew Clay SilversteinChange your nameJames Todd Smith - LL Cool J.William Bruce Rose - Axl RoseAdd middle initial or namePlay with your namelike

  • Networking vs. PresenceSearch engines love LinkedInDo not love Facebook, but great networking tool

  • You create content, you cannot fear posting informationPost your FULL NAME (not user name), address, and phone number Voluntarily posting self-authored content such as text, photos, and video has become a cornerstone of engagement in the era of the participatory Web

  • CommentsLeave thoughtful comments on targeted blogs in your area of expertiseWhen you leave a comment, youll be asked for your name (Whats Your Name?) & your blogSearch engines will index and display some of these comments when people search your name, adding to your Internet presence.

  • Advice Buy your domain name professional emailBe unique

  • (shorten it)*Use your full name and use your full name email* Set up a Google Vanity alert for your full name with quotes* Post your URLs on every site you can

    Some information from Dan Schwabel

  • Next ClassTwitterPlugins for your blogSocial Media Assignment

    *http://www.searchenginejournal.comUnlike groups, fan pages are visible to unregistered people and are thus indexed (important for reputaion management, for example);

    Pages are public, groups are about controlled participation (5000)

    Unlike pages, groups allow to send out bulk invite (you can easily invite all your friends to join the group while with pages you will be forced to drop some invites manually). Groups are thus better for viral marketing, meaning that any group member can also send bulk invites to the friends of his. Campaigns