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Understanding the “social” in social media Ottawa Social Media Breakfast April 21, 2010
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Understanding the “social” in social media
Ottawa Social Media Breakfast
April 21, 2010
Copernicus Consulting is a social research company that specializes in uncovering social insights, creating design and marketing strategies, and aligning organizations to realize those strategies.
Making sense of social media
What is social media anyway?MySpace User-generated Content Advertising Fan
Pages social networking buzz Social
Media YouTube viral Twitter LinkedIn Friendster Social bookmarking Folksonomy Widgets Wordpress
Microblogging Web 2.0 Facebook Marketing Word-
of-Mouth
The hidden “social experts”
How do you understand social media?
Understanding “the social” in social media
The social as a resource. The
social as theatre.
The social as capitalThe “volume of the social capital possessed by a given agent thus depends on the size of the network of connections” – Bourdieu
Bourdieu, P. 1986. “The forms of capital.” P. 241-258. Handbook of Theory And Research For The Sociology of Education. Richardson, J. G. (ed). New York: Greenwood. p., 248
Social capital pay offs
“It is remarkable that people receive crucial information from individuals whose very existence they have forgotten.” – Granovetter
Granovetter, M. (1973). The Strength of Weak Ties. American Journal of Sociology, 78(6). p. 1371
Leveraging social capital
MySpace User-generated Content Advertising Fan
Pages social networking buzz Social
Media YouTube viral Twitter LinkedIn Friendster Social bookmarking Folksonomy Widgets Wordpress
Microblogging Web 2.0 Facebook Marketing Word-
of-Mouth
Leveraging social capital
MySpace User-generated Content Advertising Fan
Pages social networking buzz Social
Media YouTube viral Twitter LinkedIn Friendster Social bookmarking Folksonomy Widgets Wordpress
Microblogging Web 2.0 Facebook Marketing Word-
of-Mouth
Tactic Assumption for Success
FB Fan pages
Your brand has valuable social capital(e.g., “friends” with “connected” people)
Buzz Your brand has a large, accessible network of people with “weak ties”
Viral Your brand has a large, accessible network of people with “weak ties” with the ability to forward on content easily
Your brand has many followers who in turn have many more followers
WoM Many “weak ties” in target demographic
The social as theatre
“Embarrassment, then, leads us to the matter of ‘role segregation.’ Each individual has more than one role but he is saved from the role dilemma by ‘audience segregation’….however, there are times and places where audience segregation regularly breaks down…” – Goffman.
Goffman, E. 1967. Interaction Ritual: Essays on Face-to-Face Behaviour. New York: Pantheon Books. P. 108
Leveraging social theatre
MySpace User-generated Content Advertising Fan
Pages social networking buzz Social
Media YouTube viral Twitter LinkedIn Friendster Social bookmarking Folksonomy Widgets Wordpress
Microblogging Web 2.0 Facebook Marketing Word-
of-Mouth
Leveraging social theatre
MySpace User-generated Content Advertising Fan
Pages social networking buzz Social
Media YouTube viral Twitter LinkedIn Friendster Social bookmarking Folksonomy Widgets Wordpress
Microblogging Web 2.0 Facebook Marketing Word-
of-Mouth
Tactic Assumption for Success
UGC People can control who sees what content they generate
Social Networking
People can control who sees they are connected to you or your brand
Folksonomy
People can control who sees their categories and bookmarks
Twitter People can control who sees your tweets
FB People can control who sees they are connected to you
Facebook writing the wrong script
Delicious supports audience segregation
Social capital in action
Case study: Why are women using Facebook?
I need help raising my kids.
I want to stay connected to my friends and acquaintances.
Resources and Theatre: both together• Remember that social networks can
be a source of wealth – and expect to have to give back
• Social media can cause embarrassment if people are forced to play multiple roles at once
