Social Media

Presented to Dr. Carol Watson

Honorary Board MemberEmmanuel I Institute, Inc.

By

Jerome Chenevert

Introduction

Emmanuel I Institute, Inc. is a nonprofiteducational technology researchorganization. Currently, the organizationis seeking ways to increase its webpresence.

Why Increase Web Presence?

Provide 24/7 public accessIncrease support basisFurther promote organization’s exempt

purposeKeep organization current with

technological innovations

Social Media

What is Social Media?

Internet-based applications that build on Web 2.0; and that allow the creation and sharing of user-generated content. Examples include:

Brief History of Social Media

To better understand social media it is necessary to identify its origins. The concept of linking users via technology and sharing

content dates back to the 1950s.

In 1950s through the 1970s, early social media explorers used homemade electronic devices to generate a tone. These devices were used for Phone phreaking.

Apple Co-founders Steve Jobs (left) and Steve Wozniak (right).

Social Media History: Phone Phreaking

Telephone test lines and conference circuits used to host virtual seminars and conferences.

Codelines, which are hacked corporate voicemail systems, were used to offer recorded greetings

-callers could leave a message and a response would be given at the next update.

These early systems laid the foundation for blogs and podcast.

Social Media History: UsenetThe next major land mark in social media, usenet, came about in the late 1970s. It was created by two Duke University graduate students, Tom Truscott and Jim Ellis.

Usenet provided a platform for users to post and read messages. These post were categorized and called newsgroups.

These newsgroups can be viewed as the predecessors of email and web forums.

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Social Media History: Commercial Online Services

From 1979-2001 commercial online services dominated social media.

Companies such as Prodigy and CompuServe brought online

interactive services to the masses.

Social Media History: World Wide Web

Arguably the greatest technological innovation, the world wide web, created the platform and technologies needed to take

social media to its zenith. In 1990, the world wide web created a way to communicate globally using the Internet and hypertext.

Social Media History: Social Networking

The first social networking website, SixDegrees, surfaced in 1997. SixDegrees allowed users to create a profile and share with friends.

Interactive social websites became known as Web 2.0 applications. Modern social media took off in late 2006, when Digg it critical mass.

Who Invented Social Media?

There is no one founder of social media. Rather, it is an

innovation that represents the progressive thought of many.

Lead Thinkers

Phone Phreaking- Joe Engressia (The Whistler), Steve Wozniak, Steve Jobs, John T. Draper (Cap’n Chrunch)

Usenet- Tom Truscott and Jim Ellis

Commercial Online Services- CompuServe

World Wide Web- Tim Berners-Lee and Robert Cailliau

Digg- Kevin Rose

Facebook- Mark Zuckerberg, Eduardo Saverin, Dustin Moskovitz, and Chris Hughes

The Innovation-Decision Process

Knowledge Stage- 1950s-1970s (Phone Phreaking)http://copybrighter.com/history-of-social-media

Persuasion Stage- 1979 (Usenet)http://www.newsdemon.com/history-of-usenet/beginning.php

Decision Stage- 1980 (CompuServe)http://en.wikipedia.org/wiki/CompuServe

Implementation Stage- 1990 (World Wide Web)http://www.livinginternet.com/w/wi_lee.htm

Conformation Stage- 1997 (SixDegrees) http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

Social Media S-Curve

Perceived Attributes of Social Media

Innovators- Lead Researcher & Project Manager

Early Adaptors- Officers, Managers & Research Team

Key Laggards- Some Board Members and Volunteers

Persuasion Strategies

Relative Advantage- To increase web presence, support basis, and communication.

Compatibility- To stay current with technological inventions and promote exempt purpose.

Persuasion Strategies Cont.

Compatibility- Easy to integrate with current web activity. Observability- Look around the city and town to see how many businesses and people are on Facebook and Youtube.

Social Media Critical Mass

Social Media provide users with:

Mutual discourse

Exchange of Roles

Control

Key Change Agents at Emmanuel I Institute

1. Need- Increase web presence, communication, and support basis.

2. Relationship- Social Media provides a new communication medium.

3. Problems- Change agents can use expertise to analyze and solve problems.

4. Intent to Change- Social Media provides opportunity for users to build social and technology skills.

5. Translate into Action- Communicating with research team and volunteers to promote the need and benefits of social media.

6. Stabilize- Incorporate social media into organizations policies.

7. Terminal Relationship- Use social media as primary communications outlet.

Centralized Approach

• Lead Researcher is knowledgeable of social media

• Top-down flow allows careful monitoring

• Key change agent identified social media as a way to address need

• Push staying current with technological innovations

• Wide-spread use in organization will reduce need to find new ways to address identified needs

Social Media at

Emmanuel I Institute, Inc.

References