Defining Your Web 2.0 Social Media Toolbox
Melida D. Busch, MLIS and Laura Werts, MS
Regional Faculty and Educator Development Symposium
September 24. 2010
2010 Regional Faculty & Educator Development Symposium
Different from “real” life . . .
http://www.youtube.com/watch?v=MRsRLZiyH20
Definition
• Social interaction• Highly accessible• Scalable publishing• Internet/mobile based• Sharing & discussing
Uses
• Marketing• Conversation• Continuous Learning• Community
Developing a Strategy
People
Objectives
Strategy
Technology
Josh Bernhoff, Charlene Li, Forrester Research
Developing a Strategy
• People– Who are trying to reach?– What is their current social media usage?– What is their unmet need?
• Objective– What do you want to accomplish?
• Awareness, engagement, call to action, etc.
• Strategy– What will be different when you’re done?– How will you measure
• Technology– What is the best technology to achieve your
goals?
Other Considerations• Resources
– Human– Content
• Barriers– Time– Knowledge– Lack of Strategic Direction– Personal vs. Professional– Standards
Presenting a few Social Media Tools
• Microblogging• Social Networks• Screen/Slide/PodCasting• Video Sharing• Social Bookmarking
Microblogging:
Definition: A microblog differs from a traditional blog in that its content is typically much smaller, in both actual size and aggregate file size. A microblog entry could consist of nothing but a short sentence fragment, an image or embedded video.
-Wikipedia
Microblogging:
Twitter: http://twitter.com/Example:http://twitter.com/CleveClinic_CMENew Twitter Research: Men Follow Men and Nobody Tweets
Yammer: https://www.yammer.com/Enterprise Microblogging
Social NetworkingWhat is Social Networking?
A collection of people interacting via a social media platform in order to serve (a) particular purpose(s).
List of Social Networking Sites
Social Networking:
Facebook: http://facebook.com
Example: Mayo Clinic http://www.facebook.com/#!/MayoClinic?ref=ts
Facebook Statistics:
http://www.facebook.com/press/info.php?statistics
Social Networking:
LinkedIn=Grown Up/Professional Facebook?
LinkedIn http://www.linkedin.com
Individual Example: “Laura”Group Example:“Cincinnati Children’s Hospital Medical Center”
Slide/Screen/Pod/Video-Casting
Utilizing software to produce media entities using slides, screen capture, voice, and video which can then be “broadcasted” via online channels. These entities become “socialized” when placed on platforms where interaction (comments, ratings, etc.) is possible.
Slide/ScreencastingScreencast.com: http://Screencast.comExample: http://www.screencast.com/users/Pratt_Library
Slideshare: http://www.slideshare.net/Example:National Library of Medicinehttp://www.slideshare.net/NLM_SIS
Give it a try!
http://www.techsmith.com/Jing/?gclid=CMKnubiamaQCFZQz5wodHxtfGg
Podcasting aka Non-streamed Webcasting
Podcast.comExample:JAMAhttp://podcast.com/show/13383/JAMA-This-Weeks-Audio-Commentary/Note: Can be audio or video
Want to try it out?: Audacity http://audacity.sourceforge.net/
Video Sharing
Youtube http://youtube.com Examples: Cincinnati Children’s Hospital Medical Center
http://www.youtube.com/user/CincinnatiChildrensPreop.com http://www.youtube.com/user/PreOpcom#p/a
Vimeo http://vimeo.com/Example: Dr. Andrew Weil http://vimeo.com/channels/drweil
Socializing Content• Blog: “web log” Usually maintained by one individual or
group of individuals posting content on a single webpage or part of a webpage. The blog usually allows for “visitor interaction”. It is only this interaction that makes the blog “social”.
• Wiki: A collection of “published” information which can be freely edited by more than one person
• RSS: A tool for the syndication of web content. Having an RSS reader which allows for interaction with the data makes this content, “social”
Examples of Socialized Content
Blog: Health Affairs
http://healthaffairs.org
http://healthaffairs.org/blog/
Wiki: Wikipedia
http://www.wikipedia.org/
RSS: Google Reader
http://www.google.com/reader/view/#
Social Bookmarking
• Socializing your “Favorites”• Delicious http://www.delicious.com/• http://www.social-bookmarking-sites-list.com/
Cincinnati Children’s CME
• Goal(s) – Increase awareness of programs– Engagement with target audience
• Surveyed potential audience for one conference (high med student participation)– 24% indicated usage on a regular basis (once a
week) (n=153)– 6% indicated professional use
• Decision to utilize facebook (# of users)– www.facebook.com/CincinnatiChildrensCME– Solicited first 20 fans to customize URL– Created April 14 – currently have 106 fans
• Uses– Marketing– Awareness
• Challenges– Time (RSS feed)– Physician Champion– Are fans our true target audience– Moving to engagement
Edward L. Pratt Research Library Social Media Presence
Facebook- 176 “Likes”
http://www.facebook.com/PrattLibrary
Twitter- 26 “Followers”
http://twitter.com/Pratt_Library
Blog- 1,267 page views
http://edwardlprattlibrary.wordpress.com
Screencasts- 45+ views
http://www.screencast.com/users/Pratt_Library
Goals: Marketing, Client Engagement, Training
Barriers: Time, “personal vs. professional”, change management