A crash course introduction to the buzzwords and internet slang commonly encountered in dealing with social media for any reason, but particularly business. For LIS530EL Business Information at University of Ilinois Urbana-Champaign

1. Book Clip Art, Dixie Allen:
http://webclipart.about.com/od/bookorig/ss/Book-Clip-Art.htm

2. WEB 3.0
• Machine Readable
• Pervasive Access
• Personalization
• Artificial Intelligence
http://www.maxmin.nl/eng/
images/stories/web3.png
“… a place where machines can read Web pages much as we humans read them, a
place where search engines and software agents can better troll the Net and find
what we’re looking for.”

3. SOCIAL MEDIA PLATFORM
to CREATE communities
is used by PEOPLE Groups
Pages
The PLATFORM Friends Circles
Followers Lists
Facebook
Games
Flickr
Reddit
Delicious
StumbleUpon

4. TYPES OF SOCIAL MEDIA PLATFORMS
GEOLOCATION: Gowalla, Foursquare, Google Latitude
PROFESSIONAL: LinkedIn, Xing, Viadeo,
DISCOVERY: StumbleUpon, Delicious, Reddit
IMAGES/VIDEO: Flickr, Instagram, YouTube, Vimeo
USER REVIEWS: Yelp, Amazon, Rotten Tomatoes
MUSIC: LastFM, Pandora
PUBLISHING: Slideshare, Wordpress, Tumblr, Twitter
Socialize icon set by Dryicons
http://dryicons.com/free-icons/
preview/socialize-icons-set/

5. SOCIAL MEDIA TOOL(S)
• URL shorteners
Sharing • Universal sign-in
• Sharing widgets
• Persona
PLATFORM Delegating management
• Post scheduling
• Account
aggregation
Managing
• Keyword
monitoring

6. SOCIAL MEDIA TOOL(S)
 Keyword monitoring & aggregation
 Dashboard data monitors
 Conversation & sentiment trend tracking
 Scheduling posts
Netvibes
 Post ranking (popularity of X post)
 Multiple users for a single account
 URL shorteners & hit tracking
 Coordination of multiple social accounts
 Public engagement

7. SOCIAL ANALYTICS

8. SOCIAL ANALYTICS
Is especially useful to marketing and public relations departments
Tracks user behavior including:
 Demographics
 Volume of activity related to an item
 Public Sentiment
 Keyword activity
 Influencers
 User engagement
Common method of tracking ROI on social media programs
Dominant service is Google Analytics (used in 50% of the top 1 million
websites)*
* "Google Analytics Market Share". MetricMail. http://metricmail.tumblr.com/post/904126172/google-analytics-market-share. Retrieved
2010-08-21.

9. ACTIVE USERS
• FACEBOOK: Active users have logged in within the past 30 days
• FACEBOOK PAGES: “For pages, people are considered active users if they
have visited the page; viewed a post by the page; or interacted with a
post.”*
• TWITTER: Active users follow 30 or more accounts
• GOOGLE+: Active users have posted at least once publicly
• LINKEDIN: Active users have logged in within the past 30 days
* http://www.allfacebook.com/active-users-pages-2011-04

10. ACTIVE USERS

11. INFLUENCER
An Influencer has the “ability to cause desirable and measurable actions and
outcomes”
Influencer Grudge Match: Lady GaGa vs. Bono! What Makes an Influencer – Vocus & Brian Solis

12. VIRAL MARKETING
Viral Marketing is a
“strategy that involves
creating an online
message that's novel
or entertaining
enough to prompt
consumers to pass it
on to others —
spreading the
message across the
Web like a virus at no
cost to the
advertiser.”
http://www.usatoday.com/money/
advertising/2005-06-22-viral-
usat_x.htm
http://unchained-
entrepreneur.com/wp-content/
uploads/2010/09/viral-
marketing-300x300.jpg

13. VIRAL MARKETING EXAMPLES
Old Spice Man – Old Spice
Will it Blend?
BlendTec Home
Subservient Chicken
(Burger King)
“Viral marketing is an
idea that spreads--and an
idea that while it is
Bane spreading actually helps
Dark Knight Rises
market your business or
cause.” –Seth Godin

14. MEME
an idea, behavior, style,
or usage that spreads
from person to person
within a culture
http://en.wikipedia.org/wiki/Meme

15. MEME
Incubators:
4chan (NSFW)
Icanhazcheezburger (cats)
Icanhazhotdog (dogs)
Demotivators (NSFW)
YouTube
http://hyperboleandahalf.blogspot.com/
2010/06/this-is-why-ill-never-be-adult.html

16. TROLL
THE OFFICIAL
T H E T R O L L’ S D E F I N I T I O N
DEFINITION
A troll is someone who posts “You look for someone who is full
of it, a real blowhard. Then you
inflammatory, extraneous, or off-
exploit their insecurities to get an
topic messages in an online insane amount of drama, laughs
community, such as an online and lulz. Rules would be simple:
discussion forum, chat room, or
1. Do whatever it takes to get lulz.
blog, with the primary intent of
provoking other users into a 2. Make sure the lulz is widely
desired emotional response. distributed. This will allow for more
lulz to be made.
3. The game is never over until all
the lulz have been had.”
http://www.nytimes.com/2008/08/03/magazine/03trolls-
http://en.wikipedia.org/wiki/Troll_%28Internet%29 t.html
Trolling is a method, a style of
rhetoric and action. It can be used
for constructive or destructive
purposes. Some of the greatest
champions of Western philosophy
have implemented the troll method.
– Weev (encyclopedia dramatica: Troll)

17. THE TROLLING
PROCESS The Troll
DNFTT: Do Not Feed the Troll
Flaming: Overtly aggressive trolling
Lulz: The act of entertaining oneself
with the misfortune of others; an
agreeable occupation for the mind, Trolling act
i.e. “I did it for the Lulz”
Trollface: cartoon face (shown right)
indicating trolling activity
4chan: imageboard home of
Anonymous movement, common troll
incubator (VERY NSFW!!)
Response
Lulz/Repeat
http://ohinternet.com/Troll

18. TROLL CONTROL
Huffington Post Commenting Policy
• If your comments…make this
community a less civil and
enjoyable place to be, you…will
be excluded from it.
• Comments are pre-moderated.
• The community monitors itself
• Be yourself, only yourself, and
just one of yourself.
• This community is a safe space.
http://www.huffingtonpost.com/p/frequently-asked-
question.html#moderation
Over Control Problems
“Professor Richard Dawkins is The "Streisand effect" is what happens when
embroiled in a bitter online battle over
someone tries to suppress something and
plans to rid his popular internet forum
for atheists of foul language, insults the opposite occurs. The act of suppressing it
and ‘frivolous gossip’.” raises the profile, making it much more well
http://www.telegraph.co.uk/news/religion/
known than it ever would have been".
7322177/Richard-Dawkins-in-bitter-web-
http://en.wikipedia.org/wiki/Streisand_effect
censorship-row-with-fellow-atheists.html

19. SOCIAL COMMUNICATION POLICY
DEVELOPING A POLICY NORDSTROM EXAMPLE
• WHY have such a policy? Use good judgment
• WHAT can social media do for Be respectful
my organization? Be transparent
Be humble
• WHO should the policy cover?
Be human
• WHERE should you let Be a good listener
employees know about this Please don't share the following:
policy?
 Confidential information
• WHEN is the right time to  Private and personal information—yours,
implement a policy? customers' and co-workers'
Please be cautious with respect to:
 Images
 Other sites
http://mashable.com/2009/04/27/social-media-policy/
http://shop.nordstrom.com/c/social-networking-guidelines

21. INFORMATION
SOURCES & MORE
Behind the Curtain of Old Spice's Viral Video Mega Hit
http://socialfresh.com/old-spice-viral-videos/
Vanivov, Vasily. “Is It Web 3.0 Yet?” Techmic Studios
http://www.techmic.com/magazine/issue-1/is-it-web-3-yet
“What is Viral Marketing?” Seth Godin’s Blog
http://sethgodin.typepad.com/seths_blog/2008/12/what-is-viral-
m.html
Socialnomics – Eric Qualman
http://www.socialnomics.net/
Web 3.0 Concepts Explained in Plain English – Digital Inspiration
http://www.labnol.org/internet/web-3-concepts-explained/8908/
HOW TO: Track Social Media Analytics – Mashable
http://mashable.com/2009/04/19/social-media-analytics/