Social Media

1. Social Media Presented by Bruce Warren PRPD Board member & Assistant Station Manager, Programming & Production WXPN

2. Web 2.0 • “Web 2.0” was coined by Tim O'Reilly in 2004, and refers to a second-generation of Web-based services—such as social networking sites, wikis, communication tools, and folksonomies—that emphasize online collaboration and sharing among users. • What is Web 2.0? http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

3. Channels & Platforms • Andrew McAfee from Harvard makes the distinction between channels & platforms. • Channels such as e-mail and instant messaging is a one-to-one communication method. Your FM radio signal is a channel. Your internet stream is a channel. • Channels are intended to be one-to-one communication methods and drivers.

4. Channels & Platforms • Platforms are many-to-many. • McAfee writes: “These are the opposite of channels in that their content is generated, or at least approved, by a small group, but then is widely visible. Platforms are digital environments in which contributions and interactions are globally visible and persistent over time. • Platforms rely on communication and interaction between users. • Platforms form the basis for social networking.

5. Journalism.org • Web 2.0 has taken root as a significant element and has become a true competitor to traditional media. • Web 2.0 refers to online media that operates as partnership, or interactively, with the consumer. Anything that involves users posting video, writing a blog, reviewing products or connecting with friends on a social network site is a Web 2.0 activity. YouTube, Facebook and MySpace, the social networking giants, are among the success stories of Web 2.0. So is Wikipedia, the citizen encyclopedia site. • How many people are actively living in the Web 2.0 universe? • As of spring 2006, according to a study from the Pew Internet & American Life Project, 37% of all Americans who go online were engaged with user-generated content. Nearly four in ten adult Internet users had uploaded video or photos, blogged, posted comments to an online news group or Web site, remixed a song, or created some other form of media.

6. PRX’s Jake Shapiro Makes The Case • “Public radio can play a transformational role in participatory media.” • “The internet enables interactions that can greatly extend the educational and cultural goals of public service media.” • “New platforms are enabling content creators and new intermediaries to connect with audiences – and audiences with each other – far beyond the physical boundaries of the local broadcast spectrum.”

7. Social Media is about community building • Connecting people personally, socially, and based on their active and esoteric interests fills a real need. The audience wants to engage with like-minded people within their communities and across boundaries. They also want to better understand people who are different. We need tools to accomplish this and to open up our broadcasters’ culture to reposition our role.

8. What is Social Media? • Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. • Social media = audio & visual & text & interaction amongst the users. • Social media content is intended as the starting point for larger conversations.

9. Barriers • Lack of knowledge • Lack of resources • Unclear benefits • Lack of conventional metrics • Lack of journalistic standards – citizen media doesn’t always maintain the same ethics and standards of professional newsroom journalism. • Many “broadcasters” in our shops don’t have the skills – technological generational divide.

10. Goals of Social Media • Expand the base and the reach. • Enhance the service to their mission. • Reinforce local identity. • Reinforce local brand. • Add more value to the experience by your customers (listeners, users).

11. Defining ways to be socialhttp://essentialkeystrokes.com/essential-tools-for-social-media/ • Social Networking - From MySpace to Facebook,LinkedIn, and other similar sites, the focus of social networking is to connect you with others - your friends, people with similar interests, potential employers, and then give you the opportunity to find more connections as your profile grows. • Social Bookmarking (like del.icio.us, Furl, Ma.gnolia) sites allow you to organize your favorite sites, tag them for keywords, and keep them all in one place. Very handy. However, what makes these sites social, is the ability for you to share them with others. • Social Recommendation sites combine the best of social networking and bookmarking to create user generated recommendation sites. Sites like Digg, Netscape and StumbleUpon encourage users to submit items they like and then give others the opportunity to vote on them. There are also a large crop of smaller niche sites like BizzBites, Sk*rt, Babblz, BUMPzee and such that are evolving to cater to the specific needs of certain audiences. • Social Content sites include Flickr, YouTube, and wikis to name a few. These are sites where users create and manage the content from photos to videos, information on a topic, and everything in between.

12. Social media tools Blogs - Twitter - StumbleUpon - Tagging - Facebook - Clouds Instant Messaging – Ning - podcasts - RSS Flickr - Wikis - “UGC” – User generated content - Vlogs Bulletin boards/forums - Twitter – StumbleUpon – Vox.com Technorati – mySpace – del.icio.us (social bookmarking) – Digg – imeem.com – Buzznet.com – Share This – LinkedIn – Furl -

13. Station blogs • Iowa Public Radio – Connecting Iowa http://iowapublicradio.org/blogs/connecting • WFMU http://blog.wfmu.org/ • WXPN http://wxpn.blogspot.com/ • NPR Music – Monitor Mix http://www.npr.org/blogs/monitormix/ • Colorado Public Radio Blog http://coloradopublicradio.blogspot.com/ • Texas Music Matters (KUT) http://texasmusicmatters.kut.org/category/blog/

14. Station Blogs • WAMC http://blogs.timesunion.com/wamc/ • KQED Arts Blog http://www.kqed.org/arts/ • KQED Bay Area Eats Blog http://blogs.kqed.org/bayareabites/ • WOSU Election Blog http://wosu.blogspot.com/ • KEXP blog http://depts.washington.edu/kexp/blog/ • WETA Classical Music Blog http://www.weta.org/fm/blog/

15. Blogging Tipssocialmediatoday.com • Create content that’s easily packaged and reusable for example; Top Ten Lists and How-To’s • When blogging provide news or exclusive content that’s not available elsewhere. • Remember Seth Godin’s Purple Cow - use catchy headlines and out of the ordinary content to draw attention • Take advantage of blogging distribution channels and measurement tools such as; FeedBurner, Digg, StumbleUpon, Yahoo Buzz, Friend Feed, Facebook, Techmeme, Del.icio.us, and Aide RSS to ensure maximum distribution • Let your fans know when a new post is up, email influencers and key sources cited to let them know you’ve posted and ALWAYS give credit to other bloggers and use link backs.

16. Blogging Tips • Guest write on other blogs and offer the opportunity for other bloggers to guest write for you. • Share opportunities with other bloggers and get involved in the community, posting regular comments on other blogs • Meet other bloggers in the ‘real world’ to get know each other in person • Be passionate about your content and don’t shy away from including some of that passion in your blog profile page, the more your readers know about you the more they will connect with your content. • Blog everyday.

17. Free & Easy Blogware • Blogger • Wordpress • LiveJournal • TypePad

18. Video • Infinite Dial - Edison Media/Arbitron 2008 Weekly internet video audience is at an all time high. • Pew Internet 57% of internet users have watched videos online and most of them share what they find with others.

19. Video • WBUR http://www.youtube.com/user/WBUR • WXPN http://www.youtube.com/user/xponentialmusic • WFUV http://www.youtube.com/user/WFUVRADIO • WHYY http://www.youtube.com/user/WHYYNews

20. Flickr • Chicago Public Radio http://www.flickr.com/groups/chicagopublicradio/ • WXPN http://www.flickr.com/people/wxpn/ • KPBS http://www.flickr.com/photos/kpbs/

21. Forums • WFUV http://www.wfuv.org/cgi-bin/ultimatebb.cgi • Poverty With A View (KNAU) http://groups.google.com/group/poverty-with-a-view • Folk Alley http://www.folkalley.com/community/forum/

22. Free & Easy Forumware • BBS Corner – excellent resource http://www.dmine.com/bbscorner/software.htm • PhpBB http://www.phpbb.com/ • Synchronet http://www.synchro.net/

23. In The Words of Tory MalatiaVocalo.org • The Internet is designed to allow users to create a community based on commonality—to find and interact with people who are like us.  But real, geographic community isn’t like that—it’s a collection of people who are more likely to be different than the same.  Radio, as a mass medium, needs to serve that real community of differences. So, between the media—internet and radio–the editing process enables both to co-exist. At Vocalo.org we start with the unfettered communities of the web and then we layer a selective juxtaposing process onto this that allows for a scope of voices and views on air that better reflects the real community we serve.”

24. Tagging • Vocalo http://www.vocalo.org/everybody/tags

25. Resources to check out • http://www.go2web20.net/ • www.socialmediatoday.com • Groundswell Blog (Forrester) http://blogs.forrester.com/charleneli/?gclid=CKib5fjjgJMCFQMcHgodbyxeww • The New Influencers by Paul Gillin • Now Is Gone – Geoff Livingston • Web Analytics – Avinash Kaushik

26. The End Questions? Comments? Thankyou for joining us today!