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Illusions of Empowerment: Re-interpreting the Social Media Dream. Paper presented to the Human Communication and Technology Division/Critical & Cultural Studies Division at the 2010 Annual Convention of the National Communication Association.
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Illusions of Empowerment Re-interpreting the Social Media Dream
Corinne Weisgerber, Ph.D.Associate Professor of CommunicationSt. Edward’s University, Austin, Texas
[email protected] : @corinnew
Can anyone hear me?
The Social Media Hero StoryDave Carroll vs. United
The Social Media Hero StoryVincent Ferrari vs. AOL
Dell Hell StoryJeff Jarvis vs. DELL
184Million Blogs
hours of Videos72
every Minute
Million Tweets400Sent each Day
Voice Paradoxthe more people become empowered and claim their voices through social media participation, the more drowned out individual voices become
Voice Paradoxthe more people become empowered and claim their voices through social media participation, the more drowned out individual voices become
.3%Reach More than 10,000
Views in one month
65%: 50 views
You have better odds playing the lottery than of becoming a viral video sensation
Visibility Work
Uses algorithm to determine results
Google PageRank: interprets a link from page A to page B as a vote, by page A, for page B. Looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important".
Google Search:
Black Hat SEO Organic SEOBlack Hat SEO
• deceptive • link schemes
• JC Penney example
• legitimate• optimize keywords• optimize titles & tags• optimize meta tags• attract links with
good web content
The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ”
“
- New York Times
The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ”
“
- New York Times
1. Narrow your topic2. Identify keywords3. Integrate keywords into:
•titles/headlines•meta tags•blog tags
Optimizing blogs
Engagement Work
Two-way communication
1. Narrow your topic2. Identify keywords3. Integrate keywords into:
• titles/headlines• meta tags• blog tags
visib
ility
wor
ken
gage
men
t w
ork
4. Attract links by:• publishing frequently• publishing valuable info• actively engaging others
• growing competition in an attention-economy
• slim odds of standing out amidst millions of competing voices
• specialized technical knowledge required to achieve visibility
• time demands of visibility and engagement work
HURDLESto social media empowerment
DIGITalIDEDIV
A New
DIGI TalIDEDIV
A NewGrowing gap between social media power users and social media dabblers
Copy of this paper:http://socialmediaprclass.pbworks.com/w/file/
64603833/Empowerment.pdf
Corinne Weisgerber, Ph.D.Associate Prof. of Communication St. Edward’s University@corinnew
Credits:
