Key Questions on Social Media
•
0 likes•2,025 views
The document discusses 1) key questions PR practitioners have about using social media and how academics can contribute, 2) background on teaching online PR and participatory action research, and 3) a model of online PR involving different levels of engagement from basic digital PR to fully utilizing social media. It advocates for participatory action research where academics and practitioners collaborate to solve problems and transfer knowledge in both directions. Some challenges to this approach include issues of time, teams, roles and maintaining close collaboration between groups.
Report
Share
Key Questions on Social Media
- 1. PR Practitioners’ Key Questions On Social Media And Some Academic Contributions Prof. Dr. Thomas Pleil Euprera Spring Symposion 2011 Institute for Communication & Media Lisbon, March, 3-5
- 2. #The Call • Digital opportunity: What are European academics contributing to theory and practice? what are the challenges when synthesising an understanding of online into evolving theoretical framings? knowledge transfer: what are the obstacles AND ways to integrating academic findings into organisational practice? what are the key questions which practitioners wish academics to answer?
- 3. #Background Education: Online-PR as Area of Concentration • Problem Based Learning • Learning by Teaching
- 4. #Background Research: University of Applied Sciences • „Traditional Research“ • Participatory Action Research • Researchers and participants work together to solve problems • Workflow: Research, Action, Reflection • Originally in politcal & social contexts ‣ Collaboration instead of distance (Kindon/Pain 2007)
- 5. #Background Innovation in a Networked World • Knowledge as continued process • Knowledge on demand instead of containers • Innovation as a result of interaction • Effectiveness of difference within networks (Morath 2002)
- 6. #PRactitioners & Social Web Studies, Cases & Expert Interviews: • Pleil (2007): Online-PR im Web 2.0 • Pleil (2010): Social Media in der B2B-Kommunikation • Zerfass et.al. (2007-2010): European Communications Monitor • Zerfass (2010): Social Media Governance Informal Sources: • Practitioner Workshops • Consulting & Projects • Panel Discussions
- 7. #Social Media as Innovation
- 10. #Model of Online-PR Digital PR Internet-PR Cluetrain PR Paradigm Internet Galaxy Google World Communication Monologue Monologue (+ indirect Communication networks, Model backchannel) prepared for dialogue Typical Elements Text, Pictures, Web Design Usability Tests, Contact Monitoring, Social Media, Forms, Stats Content first Strategy & Action being present; offering basic Enforce Interests Digital Reputation, Web as information Room for Maneuver, Providing Added Value, Storytelling, Personalization User Individual Recipient Recipient with some Communication Partner, possibilities for interaction organized within Networks Pleil 2007
- 11. #Model of Online-PR Digital PR Internet-PR Cluetrain PR Requirements Understanding of Hypermedia Content Management, Social Strategic & Social Skills; Research Trus@ul PosiBon; Coaching Investments Minor; Add on Service for PR Specialist for Online Comms „Always on“ Department Role Execute Canalise Enabling Role: Establish Openness, Stakeholer Empowerment Main Aim InformaBon PersuaBon ComprehenBon & IntegraBon Investment, Competence, Culture Pleil 2007
- 12. #5 Layers of Analysis Society Stakeholder A suitable Organization Model of Actors Online-PR Technics
- 13. What does this mean?
- 14. Academia helps Practice helps Academia
- 15. #Integration • Participatory Action Research Participation Research Education Consulting
- 16. #Positive Effects • Academia as a Part of Innovation Networks • Strong Interaction between Research, Modeling, and Consulting • Good Job Perspectives for Students • Third Party Funds • High Density of Applied Research • A Perpetual Learning System • Different Role for Academics • Acceptance of Academia
- 17. #Obstacles & Problems ‣ Time ‣ Timing ‣ Teams ‣ Administration ‣ Closeness ‣ Roles ‣ Density
- 18. Perspectives
- 19. #Gaps „Without internet engagement at a much deeper level PR, as practised today just cannot survive.“ (Phillips 2011)
- 20. #Gaps „Without internet • What about Development? (Phillips 2011) engagement at a much deeper level PR, • Web of Things as practised today just • New Devices • Social Search cannot survive.“ • Augmented Reality (Phillips 2011) • Platform Drop Outs • Legal Issues (Privacy, Documentation) • tbc
- 22. Thank you! @tp_da, das‐textdepot.de, thomaspleil.de