“...our experience of the web is affecting our real world institutions and behaviours, for inevitably we carry off the Web the lessons we learned from it...that’s why the web, for all its technological newness, feels so familiar to us. The web is a return to the values that have been with us from the beginning.” – ‘Small Pieces, Loosely Joined’, David Weinberger (2002)

contribute purposefully for a common goal

allow users to generate their own content

Quick implementation; no/low technical requisites

Easy update and management of content

Suite of powerful social tools for administering social groups as well as encouraging participation

Better familiarity, awareness & involvement of client

Increased sharing of multimedia to educate/ entertain/ enlighten on brand in diverse ways

Rapid announcement of events, competitions, promotions, accomplishments to group or individual

Rapid dissemination of information to manage brand reputation/ credibility & aid crisis resolution

Opportunity to gain new customers through groups

Gain direct insight into customer experiences; allowing them to influence the product/ service development process

Initiate conversations on topics related to the products/ services or even industry as a whole

Engage in a continual public or private dialogue with customers to provide support and advice for the product/ service

51% of users consume videos weekly

Very frequent updating of content: often very subjective in nature

Blogs publishers bypass converting to website; become blogsite

4 in 5 bloggers post brand or product reviews, with 37% posting them frequently. 90% of bloggers say they post about the brands, music, movies and books that they love (or hate).

Company information or gossip and everyday retail experiences are fodder for the majority of bloggers.

Used by more than 13% of UK professionals

Don’t try to conquer the network! Social media networks don’t need, or want, winners and losers, or overt competitiveness.

Don’t try to exist on EVERY social network! Careful selection of media platforms in conjunction with your website is crucial. Plus, they become too much to manage for very little in return.

Do provide social tools! Blocking them on a social network means your building just a static web page.

Use social media holistically, as part of a marketing/ PR strategy or campaign – exclusive reliance on them will not yield your expected results.

Be fully aware of T&Cs of your social network. Remember, your using social media for business goals, not masquerading as an individual user.

Offensive/ Inappropriate language

Offensive/ Inappropriate photos, video, audio

‘Flame Wars’ user arguments & group in-fighting

Political/ Socially charged/ offensive commentary

Censorship of content: too much casual censorship destroys integrity of network, free speech & expression denied, users go elsewhere

Measuring returns on Social Media: Comprehensive ‘Google Analytics’ style metric package doesn’t yet exist – need to construct your own metrics as well as make best use of existing tools

Discussion, feedback

Social Media managment role