updated: social media terms definitions model final

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If you don’t understand what everyone is talking about, I will explainSocial Media Terms, Definitions & Model

By Michael J Lis owner SPECK Media


Just what is social media?

Why I created this deck?

Social Media is an umbrella term that defines various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. It’s a fancy way to describe the zillions of conversation people are having online 24/7

Taken from “What the Fuck is Social Media” by Marta Kagan


Hearing is believing


When I talk to organizations about social media I usually hear the following statements:

1. “We are in the infant stages of social media and don’t really know what to do but we need to get on Twitter.”

2. “We know that people in our organization are doing some sort of social media, but we don’t know to what extent. We would like to create a roadmap or flow chart to understand everything that is going on and how to use it next year.”

3. “We have several social media programs going on, but we aren’t really seeing an ROI for our efforts, we would like to understand ways to do social media better.”

Something must be wrong. Organizations might understand social media but do they know the terminology well enough to make the right strategic decisions?


Terminology isn’t overratedDefining and setting expectations around terminology and definitions has always helped me level set things. Throughout my years in consulting I found out that when everyone understands the same terminology and definitions than we move on to the business at hand.

The business at hand is improving your:

BrandMarketing Programs

Inspiring conversations with your customers that promote:

Product Co-CreationSupport

I created this deck not to brand my definitions and terminology but to put forward to the industry as a whole the terminology and definitions that my firm SPECK Media uses when working with clients on social media engagements. I encourage review and critique on this deck.

Let me know your thoughts and let’s further the conversation....



Turn the channel, pleaseIf you haven’t heard about Facebook by now, I’m sorry but you have to be living in a hole. Facebook users add friends, send them messages, and update their personal profiles to notify friends about what is happening. Additionally, users can join networks organized by city, workplace, school, issue, product, cause and region. We (in the online world) consider Facebook a social media channel: a traditional example of Facebook would be a book club, where users in the real world could do the same things.

There’s tons of social media channels, any place where users, fans orcustomer can interact with each and share things is considered a social media channel.

What is a social media channel?

Social media channels


People use tacticsWhen an organization, user, or group does something in a social media channel, we call this a social media tactic.

For example if a user starts posting videos of various hotels on YouTube in order to promote the travel industry, we identify this person as a creator using video uploading as a social media tactic. There’s a lot of social media tactics out there, to name few: blogging, tweeting, rating, reviewing.

A collection of social media tactics done over a period of time – coupled with a business, marketing or branding goal is consider a social media strategy.

What is a social media tactic?

Social media tactics


Ready, set, begin!

What is SM strategy & a tactical game plan?

As we mentioned on the previous slide: a collection of social media tactics done over a period of time – coupled with a business, marketing or branding goal is consider a social media strategy. But within each social media tactic we

believe it’s best identify a tactical game plan. A tactical game plan blends in the Bought, Owned, and Earned methodology

For example: The social media tactic is an iPhone Application. For this tactic we would identify a tactical game plan which includes the following:

Website,

Micro-site, Portal.

• How do you build the iPhone Application (design and development)• Updates and maintenance• Goals and Key Performance Indicators (KPIs)• Off-site analytics and On-site analytics.


6 types of movements What is a social profile?

Let’s go back to the posting video example for a moment. We call the user that is posting video on YouTube a creator. Why do we do this? Because they are creating content on a social channel, but we also do this so that we can understand organizations, users and groups better.

Remember a while back when websites were being designed? Before a website was designed companies created personas to better understand who the website would appeal to and what path that user would take through the website.

We do the same thing only we map personas on the social media ladder and call this a social profile

Source: Forrester Research Inc.


The Model

Social Media Universe

Social Media ChannelSocial Media Channel

Social Media Channel

Soc

ial M

edia

Tac

tic

Social

Med

ia

Game

Plan

Social Profile

Social Media Design Process If you apply all the terms together a social media design process is the result. At SPECK Media we use this SMD Process when working with organizations who want to understand and utilize social media.


Review and critique

Why continue the conversation?

Let’s just go over all the terms and put them on one slide.

Social Media - an umbrella term that defines various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. It’s a fancy way to describe the zillions of conversation people are having online 24/7

Social Media Channel - any place where users, fans or customers can interact with each and share things.

Social Media Tactic - When an organization, user, or group does something in a social media channel. To name few: blogging, tweeting, rating, reviewing.

Social Media Strategy - A collection of social media tactics done over a period of time – coupled with a business, marketing or branding goal

Social Media Tactical Game Plan - a tactical game plan which includes the following: Updates and maintenance, Goals and Key Performance Indicators (KPIs), Off-site analytics and On-site analytics.

Social Media Social Profile – a way to understand organizations, users and groups better, by mapping them to the social media ladder.

More importantly please comment, and let me know what you think of these definitionsShoot me a tweet @mikeylis or leave a comment on my blog http://speckmedia.wordpress.com/