Erik Malmberg
April 12, 2012
SOCIAL MEDIA
DEFINITIONS: SOCIAL MEDIA

Social media includes web-based and mobile technologies used to turn
communication into interactive dialogue. Andreas Kaplan and Michael Haenlein
define social media as "a group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and that allow the creation
and exchange of user-generated content.“ Social media is the media for social
interaction as a super-set beyond social communication. (Wikipedia)

The best way to define social media is to break it down. Media is an instrument on
communication, like a newspaper or a radio, so social media would be a social
instrument of communication. Think of regular media as a one-way street where you
can read a newspaper or listen to a report on television, but you have very limited
ability to give your thoughts on the matter. Social media, on the other hand, is a twoway street that gives you the ability to communicate too. (About.com)
DEFINITIONS: WEB 2.0 AND UGC

Web 2.0 is a term that was first used in 2004 to describe a new way
in which software developers and end-users started to utilize the
World Wide Web; that is, as a platform whereby content and
applications are no longer created and published by individuals, but
instead are continuously modified by all users in a participatory and
collaborative fashion. (Kaplan and Haenlein, 2010)

User-Generated Content is the production of content by the general
public rather than by paid professionals and experts in the field. Also
called "peer production," and mostly available on the Web via blogs
and wikis, user-generated content refers to material such as the daily
news, encyclopedias and other references, movie and product
reviews as well as articles on any subject, all of which have been
traditionally written by editors, journalists and academics. It is one of
the hallmark features that distinguishes Web 2.0. (PCMAG.COM)
OKAY WHAT ARE WE REALLY TALKING ABOUT?

Keith Burtis - Bloggers
Lounge at SXSW 2010
SOCIAL MEDIA: THE TECHNOLOGY





There has been rapid growth in the
number of US patent applications that
cover new technologies related to social
media…There are now over 250
published applications. (Wikipedia)






Magazines
Internet forums
Weblogs
Social blogs
Microblogging
Wikis
Podcasts
Photographs or pictures
Video
Vblogs
Rating and social
bookmarking
THE SOCIAL MEDIA LANDSCAPE…




Blogging and Micro-Blogging.
(Twitter, Tumblr)
Social Networking. (Facebook,
Google+, LinkedIn)
Content Communities.
(YouTube, Flickr)
Collaborative Projects.
(Wikipedia, Wikia)




Social Bookmarking.
(Del.icio.us, Blinklist, Simpy)
Social News. (Digg, Reddit)
Virtual Worlds. (Second Life,
World of Warcraft)
The possibilities may be
endless. (Wikipedia List of
Major Social Network Sites)
CLASSIFICATION OF SOCIAL MEDIA
Social Presence/Media Richness
Self Presentation/
Self Disclosure
Low
High
Blogs
Social networking
sites (e.g.,
Facebook)
Collaborative
projects (e.g.,
Wikipedia)
Content
Virtual game
communities (e.g., worlds (e.g., World
YouTube)
of Warcraft
High
Low
Medium
(Kaplan and Haenlein, 2010)
Virtual social
worlds (e.g.,
Second Life)
SOCIAL MEDIA’S CONNECTION TO
INFORMATION ARCHITECTURE?

From the back cover of our text:
“The post-Ajaxian Web 2.0 world of wikis, folksonomies, and mashups
makes well-planned information architecture even more essential.”


This is not your parent’s (or even your older siblings)
information technology.
Applying the principles of IA to social media can help


create online environments engaged in the exchange of
information and building of community
sell the need for it to those within an organization
including tangible benefits such as return on investment
BENEFITS







Low cost
Unlimited access
Simplicity
Global reach
Contact building
Flexibility
Measurability
CHALLENGES AND CRITICISMS

The Amateur Rules!


Information Overload


Are a person’s social media sites, such as Facebook and Twitter, something an
employer or potential employer are entitled to have?
That was so 27 seconds ago


If everyone can post something online, will it lead to an unprecedented
information overload in today's world?
Want a Job? Give Me Your Passwords


When everyday users are allowed to report the news anonymously and are not
held accountable for anything they say, it becomes increasingly difficult to tell
fact from fiction.
Social Media is a very active and fast-moving domain. What may be up-to-date
today could have disappeared from the virtual landscape tomorrow.
The Glass House Effect

The lack of physical contact, perceived comfort through easy access, and
endless visibility can lower users' natural defenses, leading them to disclose
information they would never think of revealing to a person they just met.
THE FUTURE OF SOCIAL MEDIA IS…










Google +
The Google Algorithm
Facebook Timeline
Google Wallet
Chime.in
Social Shopping
Smartphones and Tablets
SXSW Interactive
Tugg.com Buzz Screenings
Anti-Facebook
B2C Article - The Future of
Social Media
WHAT NEW TRENDS DO YOU ALL
THINK ARE COMING WITH SOCIAL
MEDIA?
QUESTIONS?
REFERENCES









http://community.mis.temple.edu/mis3538arhansley/2011/04/14/what-issocial-media/
http://en.wikipedia.org/wiki/Social_media
http://webtrends.about.com/od/web20/a/social-media.htm
http://www.pcmag.com/encyclopedia_term/0,2542,t=usergenerated+content&i=56171,00.asp
http://www.organicseoconsultant.com/advantages-of-using-social-media/
http://www.business2community.com/social-media/the-future-of-social-media38-experts-share-their-predictions-for-2012-085874
http://www.focus.com/fyi/security-risks-social-networks/
Morville, Peter and Louis Rosenfield (2006). Information Architecture for the
World Wide Web. O’Reilly, Sebastopol.
Kaplan, Andreas and Haenlein Michael (2010). Users of the world, unite! The
challenges and opportunities of Social Media. Business Horizons, 53, 59-68.