The document discusses the rise of social media and how it is ushering in a new communication culture. It outlines some key driving forces behind this change, including the shift to more open and participatory online communication tools. This is empowering recipients to become "investigative proponents" who actively seek, share and discuss information. As a result, communication management faces challenges in adapting to new rules and structures around authenticity, communities, and narrowcasting information.

1. The Social Web – Challenges for Communication Management Prof Dr Ansgar Zerfass, University of Leipzig, Germany Euroblog 2007 International Research Symposium Ghent, Belgium, March 16-17, 2007

3. Social Web – heralding a new communication culture? www.flickr.com/photos/59199819@N00/263834246/in/set-72157594317981825/

4. Do-it-yourself communication is booming More podcasts than radio channels worldwide: establishing a new media format faster than ever before in history

5. But the hype generated by media and agencies conceals relevance and productivity www.globalprblogweek.com/images/2005/tmurphy_pr_hype_cycle.gif

8. Change of media and communication culture as an interplay of action and structure (Giddens) Anthony Giddens, The Constitution of Society, Cambridge 1984 Structures (Rules and Ressources) Action enable and orientate reproduce and modify Time

11. Adjustment of rules and resources      Shift of autoritative resources and rules of communication Investigative Proponent Reader/User Recipients New modes of influence: online search routines; digital reputation Narrowsearch Broadcast Communication Autoritative resources by consumers and citizens grow (trust in „person like yourself“) Authenticity Lifestyle Values Cooperative competencies are rising: building identities using social networks and brands Communities Milieus Social life Material resources are widespread: Weblogs/ CMS, Broadband/Mobile, Digital Life Hardware Usability Performance Technology

13. Communities: NGO campaigns and political programmes are organised using wikis

14. Authenticity – „persons like yourself“ are relevant for building trust and reputation Edelman Trust Barometer 2007, p. 9

15. Communication: new rules and structures of governance within the Google World Castells 2000; Castells 2001; Zerfass/Boelter 2005, pp. 81-91 Gutenberg Galaxy McLuhan Galaxy Internet Galaxy Google World Most important media channel Book Television Internet (Linear Applica-tions: Websites, E-Mail) Internet (Social Soft-ware: Weblogs, SearchEngines) Overcoming the barriers of … Space Time Sequentiality Linearity Kind of mediation Narrowspread Broadcast Narrowcast Narrowsearch Enabling … Mass communication Mass communication Mass comm., Personal comm. Mass comm., Personal comm. Gatekeeper – Journalists Online journalists Search engines, Bloggers Bottleneck Distribution Media agenda Attention Digital reputation Drivers of success Availability Coverage Credibility Authenticity

17. University of Leipzig, www.blogstudie2007.de – Q: „Why do you use blogs?“, n= 474, February 2007 » Blog-user are looking for new, fast and in-depth information Recipients: Why Internet trendsetters and heavy users use weblogs (in Germany)

18. » Writers of weblogs are extroverted, readers show consumer behavior Motivations of weblog writers and readers University of Leipzig, www.blogstudie2007.de, February 2007 Blogger (writers) Recipents (readers)

19. „ because I‘ve got something to say and I like to write“ „ to get rid anger of criticism“ „ to enlighten the people“ „ in order to influence others“ „ share ideas with others“ „ get in touch with friends“ „ getting acquainted with new people“ Active Consumers 22,8% Information seekers 18,9% Self promoters 17,7% Social Networkers 17,7% Knowledge junkies 23,7% „ reading something that won‘t be found in the media“ „ because traditional media don‘t live up to my needs“ „ because journalists lack expert knowledge“ „ getting news faster“ „ knowing the topics behind the news“ „ looking for product information“ „ giving recommendations, sharing tipps and tricks“ » The majority of weblog users ara investigative proponents – consumers who are well connected, like to know more and share information actively Typology of blog users in Germany University of Leipzig, www.blogstudie2007.de, February 2007

20. Shifts in recipient behaviour are relevant – because a new generation of „digital natives“ is growing up BBC/Reuters/Media Center Poll, Trust in the media, 2006, n= 10.230, worldwide

21. Young people are socialized as senders of mobile content, not as receivers of broadcast programmes Medienpädagogischer Forschungsverbund Südwest, JIM Jugendmedienstudie 2006, Nov. 2006 Internet activites and mobile phone equipment of 12 to 19 year-old people in Germany Full sample Girls Boys

22. Public Relations and marketing are still focussed on the old rules and resources Medienpädagogischer Forschungsverbund Südwest, JIM Jugendmedienstudie 2006, Nov. 2006 Media that 12 to 19-year old people in Germany won‘t miss at all Media usage Spendings (recipients) (industry)

24. Challenges for communication management Authentizität Libertarianism Globalisation Open Innovation Peering, Mass Collaboration Investigative Proponents Communities Usability Narrow- search Shaping new rules and resources Building digital competencies Facilitating conversations