Solari Social Media Is Reshaping Communication

Social MediaIs Reshaping Communication

How we used to communicate

How we communicate now

Understanding Social Media

The Rules of Social Media

Forms of Social Media

How Social Media Affects Communication

The Future of Social Media

Let’s st

art on th

at trail…

Understanding Social Media

It’s all about…

Conversation.

Two-way, and oftenmultidimensional.

Contribution.

Encourage interaction,positive and negative.

Collaboration.

Promote information exchange among allparticipants; quick and easy.

Connection.

Accessing information and peoplewith a click.

Community.

A relationship with others sharingcommon attitudes, interests, and goals;

through regular interaction.

Social Media, the definition:

Communication channels enablingauthentic, personal engagement of one

human to another.

The Rules of Social Media

I want, I want …

To have a say.

Meaningful dialogue.

To be engaged andinvolved in the process.

Personal interactions with others.

To be listened to.

To help shape what I find useful.

To connect with others engagedin similar activities.

Plain talk.

Communication to begenuine and relevant.

To conduct business with ethicalcompanies who work transparently.

To be in partnership.

National Public Radio asked:

“Why use social media?”

“A method of communication.”

“You might as well have asked ‘whycommunicate at all?’”

“So I know I’m not alone.”

“It’s the new water cooler.”

“It’s a convincing illusion thatI have an actual life.”

Forms of Social Media

Social Networks

Second LifeFacebookLinkedIn

PersonalPoliticalBusiness‘Popular’ mediaMainstream media

WikipediawikiHowWikia

Forums

Front Porch ForumsSmall Business ForumsBoard TrackerPrivate Forums: Nokia

Content Communities

del.icio.usDiggStumbleUponFlickrYouTube

Microblogging

JaikuFriendFeedTwitter

Distribution through RSS

Real Simple Syndication-or-

Rich Site Summary-or-

RDF Site Summary

Some Perspective

Median ages:

Facebook 26Myspace 27Twitter 31LinkedIn 40

How Social Media Affects Communication

Aviation Supplies & Academics

An internal wiki

Knowledgebase

DATwiki

Motorola

An external wiki

92% of employees at Motorola areengaged in social media

They post almost100,000 documents daily.

Blue Shirt Nation

Employee blogging for community

Normal turnover rates for retailemployees is 40–60%.

Turnover rates for those employeesengaged on Blue Shirt Nation is only 8%.

ContentNext.org

Social networking

Twitter

Micro-blogging at 140-characters

Twitter stats

18–24 19%25–34 20%35–44 10%45–54 5%55–64 4%65–∞ 2%

Pointless babble 40.55%Conversational 37.55%Pass-along value 8.70%Self promotion 5.85%Spam 3.75%News 3.60%

Quality of Tweets

TweetDeck

Customer Service and JetBlue

Dominos: The Power of Twitter

Over one million views in two days

So you want to be a blogger

Some Rules for Blogging

Decide on your goal.

Keep it brief.

Augment with images.

Be original.

Show some passion!

Keep a schedule.

While blogs are great…where are all the editors?

Typos.

Proofing / Rehearsing.

Relevance.

Myopia.

But…

does it really matter?

Finding the Time

“Is anyone really reading this stuff?”

Budget your time;

don’t keep it open all day long.

Create a networking schedule within yourday.

Don’t get caught up in every conversation;

choose them wisely.

“Un-follow” those who contribute to thenoise.

Strategize your contributions to somethingspecific or important.

Social Media Technical Communicator

Traditional technical communicator

Interviewer, writer, designer.

Introvert: leave me alone so I can write.

Hidden in the company.

Virtually no feedback on user assistance.

Social media technical communicator

Interviewer, writer, designer.

Extrovert:this is my opinion and

this is how you should do this.

Expert: content for collaboration.

Enabler:soliciting, interacting, gathering

comments and reactions.

Interactive, short feedback cycles andreaction times.

Facebook

“You hereby grant Facebook anirrevocable, perpetual, non-exclusive,transferable, fully paid, worldwidelicense (with the right to sublicense) to…

(a) use, copy, publish, stream, store,retain, publicly perform or display,transmit, scan, reformat, modify, edit,frame, translate, excerpt, adapt, createderivative works and distribute (throughmultiple tiers), any User Content you…

(i) Post on or in connection with theFacebook Service or the promotionthereof subject only to your privacysettings or (ii) enable a user to Post,including by offering a Share Link onyour website and…

(b) to use your name, likeness and imagefor any purpose, including commercial oradvertising, each of (a) and (b) on or inconnection with the Facebook Service orthe promotion thereof. …

You may remove your User Content fromthe Site at any time. If you choose toremove your User Content, the licensegranted above will automatically expire,however you acknowledge that theCompany may retain archived copies ofyour User Content.”

“The following sections will survive anytermination of your use of the FacebookService: Prohibited Conduct, UserContent, Your Privacy Practices, GiftCredits, Ownership; Proprietary Rights,Licenses, Submissions, User Disputes;…

Complaints, Indemnity, GeneralDisclaimers, Limitation on Liability,Termination and Changes to theFacebook Service, Arbitration, GoverningLaw; Venue and Jurisdiction and Other.”

The changes in communicationare profound.

Trust has shifted from leaders to peers.

From official messages to conversations.

The Future of Social Media

Introducing:A YouTube-like video library

A Facebook-like social networkSocial bookmarking service

Knowledgebase wiki3-D virtual world for training

37% Online (up 6%)29% National TV (down 5%)27% Newspapers (down 5%)

Compared to two years ago

Where people get their news

25% in 2000

34% in 2009

Many young adults under 25 get no news

Philadelphia Daily Newsfiled for bankruptcy

Minneapolis Star Tribunefiled for Chapter 11

Boston Globelosing $1 million a week

“Eight of the fifty largest daily newspapersin the United States could cease publication

in the next eighteen months.”

Wall Street Journal (online)

A thought to consider

“Social media is here; it’s the wave of the future.”

Or perhaps, “tsunami of the future”.

The Summit

Understanding social media

The rules of social media

Forms of social media

How social media affects communication

The future of social media

You’ve reached the summit!

Additional Resources

www.solari.net/position-papers-social-media.php

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www.solari.net/free-resources.php

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Thank you.

Rich MaggianiCommunication ConsultantSTC Fellow

Solari Communication137 Lost Nation, Suite 14Essex, Vermont 05452

802.879.9330rich.maggiani@solari.net

www.solari.netwww.solari.net/toward-humanity

Follow me on Twitter:@richmaggiani

Invite me to connect:www.linkedin.com/in/richmaggiani

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