Slides from a guest lecture I gave to the "Portfolio Strategies" class in the School of Design Strategies at Parsons, on Monday, October 17th, 2011.

1. Social Media: What, Why, and How?
Cynthia Lawson
Assistant Professor, School of Design Strategies
@cynthialawson
October 17, 2011

2. Social media?

3. Web 1.0

4. Web 1.0
1st webpage, August 6, 1991, by Tim Berners-Lee

5. The New School’s website, 1996, courtesy of the WayBack Machine

6. Web 2.0

7. Web 1.0
DoubleClick -->
Ofoto -->
Akamai -->
mp3.com -->
Britannica Online -->
personal websites -->
evite -->
domain name speculation -->
page views -->
screen scraping -->
publishing -->
content management systems -->
directories (taxonomy) -->
stickiness -->
from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005

8. Web 1.0 Web 2.0
DoubleClick --> Google AdSense
Ofoto --> Flickr
Akamai --> BitTorrent
mp3.com --> Napster
Britannica Online --> Wikipedia
personal websites --> blogging
evite --> upcoming.org and EVDB
domain name --> search engine optimization
speculation
page views --> cost per click
screen scraping --> web services
publishing --> participation
content management --> wikis
systems
directories (taxonomy) --> tagging ("folksonomy")
stickiness --> syndication
from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005

9. Web 1.0 Web 2.0
DoubleClick --> Google AdSense
Ofoto --> Flickr
Akamai --> BitTorrent
mp3.com --> Napster
Britannica Online --> Wikipedia
personal websites --> blogging
evite --> upcoming.org and EVDB
domain name --> search engine optimization
speculation
page views --> cost per click
screen scraping --> web services
publishing --> participation
content management --> wikis
systems
directories (taxonomy) --> tagging ("folksonomy")
stickiness --> syndication
from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005

10. Web 1.0 Web 2.0
DoubleClick --> Google AdSense
Ofoto --> Flickr
Akamai --> BitTorrent
mp3.com --> Napster
Britannica Online --> Wikipedia
personal websites --> blogging
evite --> upcoming.org and EVDB
domain name --> search engine optimization
speculation
page views --> cost per click
screen scraping --> web services
publishing --> participation
content management --> wikis
systems
directories (taxonomy) --> tagging ("folksonomy")
stickiness --> syndication
from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005

11. Web 1.0 Web 2.0
DoubleClick --> Google AdSense
Ofoto --> Flickr
Akamai --> BitTorrent
mp3.com --> Napster
Britannica Online --> Wikipedia
personal websites --> blogging
evite --> upcoming.org and EVDB
domain name --> search engine optimization
speculation
page views --> cost per click
screen scraping --> web services
publishing --> participation
content management --> wikis
systems
directories (taxonomy) --> tagging ("folksonomy")
stickiness --> syndication
from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005

12. Web 1.0 Web 2.0
DoubleClick --> Google AdSense
Ofoto --> Flickr
Akamai --> BitTorrent
mp3.com --> Napster
Britannica Online --> Wikipedia
personal websites --> blogging
evite --> upcoming.org and EVDB
domain name --> search engine optimization
speculation
page views --> cost per click
screen scraping --> web services
publishing --> participation
content management --> wikis
systems
directories (taxonomy) --> tagging ("folksonomy")
stickiness --> syndication
from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005

13. Video: “Flash Mob Gone Wrong by Tom Scott Ep 77”
http://youtu.be/RyMdOT8YJgY

14. by flickr.com/photos/stabilo-boss

32. Web 1.0 Web 2.0
DoubleClick --> Google AdSense
Ofoto --> Flickr
Akamai --> BitTorrent
mp3.com --> Napster
Britannica Online --> Wikipedia
personal websites --> blogging
evite --> upcoming.org and EVDB
domain name --> search engine optimization
speculation
page views --> cost per click
screen scraping --> web services
publishing --> participation
content management --> wikis
systems
directories (taxonomy) --> tagging ("folksonomy")
stickiness --> syndication
from Tim O’Reilly’s “What is Web 2.0?” oreilly.com, 09/30/2005

33. from The New Yorker online

34. from The New Yorker online

35. from http://www.uusc.org

36. from http://www.uusc.org

37. by Flickr user Marc_Smith, October 8, 2011

38. #occupywallst
by Flickr user Marc_Smith, October 8, 2011

39. #occupywallst
by Flickr user Marc_Smith, October 8, 2011

40. budget, National Endowment
for the Arts
$154,000,000

41. budget, National Endowment
for the Arts raised by artists themselves
$154,000,000 $100,000,000

42. budget, National Endowment
for the Arts raised by artists themselves
$154,000,000 $100,000,000

43. Portfolio strategies?

44. (pardon their “french”)

45. Video: “Social Media Guru”
http://youtu.be/ZKCdexz5RQ8

46. Truths
1. Every business should know about social media
by @markhamnolan

47. Truths
1. Every business should know about social media
2. Setting up a blog ≠ social media
by @markhamnolan

48. Truths
1. Every business should know about social media
2. Setting up a blog ≠ social media
3. Guru or D.I.Y?

49. 2,255,091,480
worldometers.info

50. Internet users globally
2,255,091,480
worldometers.info

51. 1,523,980
worldometers.info

52. Blog posts written today
1,523,980
worldometers.info

53. 80,500,723+
worldometers.info

54. Tweets sent today
80,500,723+
worldometers.info

55. 1,352,312,445+
worldometers.info

56. Google searches today
1,352,312,445+
worldometers.info

60. How?

61. public vs. private

62. http://about.me/thinthia

63. blogging

64. http://gothamist.com

67. WPFolio by Steve Lambert

68. HTML

69. http://designmeans.com

70. Cargo Collective

71. http://mikiaso.com

72. PROs CONs
• portal to aggregate all
• maintain different
about.me other social media
accounts
• free
wordpress
HTML
Cargo Collective

73. PROs CONs
• portal to aggregate all
• maintain different
about.me other social media
accounts
• free
• open-source
• server space
wordpress community
• back-end hacking
• free
HTML
Cargo Collective

74. PROs CONs
• portal to aggregate all
• maintain different
about.me other social media
accounts
• free
• open-source
• server space
wordpress community
• back-end hacking
• free
• truly customize look
HTML and feel • coding, coding, coding
• free
Cargo Collective

75. PROs CONs
• portal to aggregate all
• maintain different
about.me other social media
accounts
• free
• open-source
• server space
wordpress community
• back-end hacking
• free
• truly customize look
HTML and feel • coding, coding, coding
• free
• customer service
Cargo Collective • art/design-friendly
• subscription fee

76. combos

77. http://www.jasonpolan.com/
http://jasonpolan.blogspot.com/

78. twitter

79. by Brad McCarty, thenextweb.com

80. twitter
1. reader

81. twitter
1. reader 2. retweeter

82. twitter
1. reader 2. retweeter 3. curator*

83. twitter
1. reader 2. retweeter 3. curator*
*always cite
your sources!

84. Philosophy
1. If consuming, don’t lose criticality

85. Philosophy
1. If consuming, don’t lose criticality
2. Make your presence valuable

86. Philosophy
1. If consuming, don’t lose criticality
2. Make your presence valuable
3. Use tools responsibly (towards you and others)

87. Philosophy
1. If consuming, don’t lose criticality
2. Make your presence valuable
3. Use tools responsibly (towards you and others)
4. Disconnect when you don’t remember what it feels like to walk barefoot on
a lawn *
*from John Freeman’s Not so Fast, Wall Street Journal, August 21, 2009

88. Thank you
Questions?
follow me @cynthialawson