From Monologue to Dialogue: Building Relationships the Social Way

As media continues to evolve, audiences are becoming more segmented and selective in their media consumption, choosing from a growing number of specialized sources. However, the potential still exists for media to reach mass audiences. Convergence refers to the combining of multiple media functions into single devices. Audiences now have more control over what media they consume and when due to technologies like DVRs and on-demand services. Multi-platform distribution allows content to be delivered through various methods and devices. User-generated content shared online further engages audiences and reflects the collaborative nature of Web 2.0. The growing use of mobile devices makes media increasingly portable. Social media facilitates online participation and conversation among large networked audiences.

This document discusses corporate communication in the digital context. It outlines the objectives of teaching public relations skills, including enabling students to work as PR professionals and develop strong communication abilities. The document then discusses trends in media consumption, such as people getting information from multiple sources and requiring repeated exposure before believing information. It also outlines the social media ecosystem and risks to reputation online. While two-way symmetrical communication is ideal in social media, true dialogue is difficult due to the scale of online conversations and organizations' inability to respond to all users. The document concludes by listing the expected outcomes of the course in public relations skills.

Dr. Michelle Ferrier presented a document outlining her work on media ecosystem innovations including the Digital Story Quilt project, the Media Deserts project, and her work on media entrepreneurship education. The Digital Story Quilt allows users to create a visual narrative using multimedia content organized around themes. The Media Deserts project maps areas lacking access to fresh news and information using circulation data and GIS tools. Dr. Ferrier's work in media entrepreneurship focuses on providing skills and structures within universities to facilitate student innovation.

New and digital media refers to digital devices, citizen journalism, social networking, digital natives, time-shift viewing, the internet, web 2.0, apps, and blogs. Contemporary media issues related to new digital media include privacy concerns from hacking incidents and leaked photos, regulation of new technologies, and the use of social media and online videos in spreading propaganda or recording incidents like police interactions. New terminology includes hardware, software, media technology developments that have impacted industries like film, music, television, radio, and online platforms. Web 1.0 allowed only reading information while web 2.0 enables contributing and changing content. Digital natives are comfortable with technology while digital immigrants had to adapt to changing media.

Is new media posing a challenge to traditional media? This screencast is part of the New Media module for an MA in Public Relations course.

Participatory culture refers to when individuals not only consume media but help produce it as well. New technologies, especially the internet, have lowered barriers to artistic and civic participation by making media production more accessible. This has led to a more collaborative and democratic form of communication where community members feel their contributions matter and they receive informal mentorship from more experienced members. However, ensuring equal access to technologies and balancing individual contributions with professional oversight remain ongoing challenges of participatory culture.

This document provides an overview of social media and its uses for research purposes. It discusses how social media can be used to identify knowledge through networking, create knowledge through collaboration, ensure quality through peer review, and disseminate findings more widely. Risks discussed include privacy issues and an overload of information. The document also provides examples of social media tools for different purposes like communication, multimedia sharing, and collaboration. Overall, it presents both benefits and criticisms of using social media in academic research.

If you haven’t made the shift from serving members to involving them, consider this your wake-up call — and your roadmap. Sociologists identify today’s online networked individuals as the participatory class. For many adults, the Internet primarily means the web. For others it means chat, connecting with friends, email, games, movies, social networks, text, video — all of which means they are content producers. As part of a participatory culture, we expect to create, collaborate, connect, share, and learn interactively. We feel that our contributions matter. We share a social or emotional connection with one another that helps solve problems and develop new solutions. It’s a culture that permeates our personal lives and our workplaces.

Media and information literacy involves being able to decode, evaluate, and produce various media formats. It also involves understanding how media constructs reality and is shaped by commercial, ideological, and political forces. Developing media literacy can improve people's lives in several ways. It allows for easier access to more reliable information sources, greater civic and political participation through social media engagement, better economic opportunities through cost-effective advertising, and an improved learning environment through incorporating various media into educational content and discussions.

Slides used at the Social Media for Organisations workshop for WfCAP on 27th April 2012 in Trowbridge

This document discusses the need for schools to change and adapt to the 21st century by embracing new technologies, networking, and shifting from an emphasis on teaching to co-learning. It notes that current students have changed and that half of what students learn in their first year will be outdated by their third year. Schools need to become more open, social, mobile and leverage collective intelligence and personal learning networks to better prepare students.

A participatory culture is one where there are low barriers to artistic expression and civic participation. Members feel their contributions are valued and they feel socially connected to others. Key aspects of participatory culture include affiliations through online communities, creative expressions by producing and sharing media, collaborative problem-solving in teams, and circulating flows of information through social media. While participatory cultures enable widespread sharing of creativity, they also present challenges around moderating inappropriate content.

This is a crash course introduction to all things new media. This is the presentation given at the 2010 Nevada Interactive Media Summit. We take a look at the shifting landscape of media communications, and review some of the tools and strategies for using new media communication effectively.

I. Online communities are merging networking, information organizing, and sharing functions, allowing for social discovery of content through peer recommendations. II. Peer recommendations through online sharing provide a new opportunity for content promotion and distribution, replacing verbal recommendations. Publishers should leverage these endorsements rather than see online sharing solely as a threat. III. To benefit, publishers need new business models like flexible packaging and credit systems, sharing rights priced appropriately, and support for community platforms to convert peer recommendations into traffic and sales. Clear access rights and payment options are also important.

Sharing the Experience: Participatory culture, social media, interactive documentary, and nailing online engagement, the prototype, and report. Patrick Kelly Lecture for the RMIT subject Integrated Media 2. Monday, 15th September, 2014. Overview: My background How can we contextualise social media, interactivity and participation, when we approach from a heritage media background? How do we successfully engage with the audience as users? How do we connect our media practice with the investigation into the prompt? LISTEN TO THE PRESENTATION HERE: https://soundcloud.com/pmk1986/sharing-the-experience

Fall public lecture by Renee Hobbs at the University of Arkansas College of Education and Health Professions

This presentation was created for Chris Hani District in the Eastern Cape, South Africa, to explore possible uses of social media in the pursuit of the Local Government Turn Around Strategy.

Social media is an important tool for communication and engagement. It allows for interactive dialogue and sharing of opinions, insights and experiences. With over 200 million tweets sent daily and 750 million active Facebook users, social media has become essential for delivering engaging information and connecting with audiences. Companies now need to use a variety of media like video, audio and images to match how audiences consume information through social platforms. A communications strategy is required to identify compelling stories and determine the best formats and channels to distribute content in order to excel in today's diverse media landscape.

This document provides an introduction to using social media for small businesses. It discusses how social media has evolved from Web 1.0 to Web 2.0 to Web 3.0, allowing for more user interactivity and user-generated content. The document defines social media and differentiates it from traditional media. It provides examples of popular social media tools and discusses how social media differs from traditional media in encouraging discussions and shared meanings. The document also outlines the power of social media and citizen marketers, and provides tips for small businesses to build online communities and measure their social media efforts.

An overview of social media for the Eugene Chamber's Women Business Leaders group - including how to maximize your reach on the social Web by partnering with Citizen Marketers.

This is a presentation on using change management best practices to encourage social media adoption within organizations. It begins with a "Social Media 101" section, then explains Enterprise 2.0 as the 'other' social media. The presentation then presents change management as a vehicle for encouraging social media adoption. Finally a case study and basic social media strategies provide readers with some tangible suggestions for how to get started.

Social media uses web-based technologies to facilitate interactive dialogue and the co-creation of value through social interaction. It allows for inexpensive and accessible publication of information by private individuals. In contrast to traditional media, social media is decentralized, less hierarchical, and allows for instantaneous publication and response. Different social media platforms emphasize different combinations of functional building blocks like identity, conversations, sharing, relationships and groups. For example, LinkedIn focuses on identity, reputation and relationships while YouTube's primary functions are sharing, conversations, groups and reputation. Facebook has become hugely influential due to its massive user base of over 900 million people. It dominates other social networks and accounts for a significant amount of time spent online by users.

Digital literacies and digital identities were discussed. Key points included: 1) Digital literacies involve social practices and meaning making with digital tools, going beyond just skills to include competence and participation. 2) Digital identity involves how one presents and interacts online through facets like reputation, impact, and openness. Issues around privacy, interpretation, and vulnerability were raised. 3) The future will involve challenges around disaggregation of education, needing new digital literacies, business models, and pedagogies as boundaries continue to blur with technology advancement.

This document discusses the role of social media in higher education. It notes that social media gives more people a voice and provides a powerful tool for value creation and competitive differentiation. It also discusses skills needed for the future like virtual collaboration and new media literacy. Finally, it explores how educators can help students develop an online brand and make professional connections through social media.