social media

Transcription

social media

FUTURE POLICY
MODELLING (FUPOL)
SOCIAL MEDIA
www.fupol.eu
www.facebook.com/fupol
SOCIAL MEDIA
PART I - WEB 2.0 AND ITS USERS
(Overview of the Social Media)
 What is Web 2.0 ?
 Main differences between Web 1.0, Web 2.0 and Web 3.0
 Web-based services and applications
 What is Social Media ?
 Social media tools
 Other concepts
 Classification of Social Media Platforms
 List of Platforms
 Groups of Users in Social Media
www.fupol.eu
SOCIAL MEDIA
WEB 2.0 AND ITS USERS
What is Web 2.0 ?




was created by Tim O'Reilly in O'
Reilly Press Web 2.0 meeting in
2004
is the second generation of Web
development and Internet services
is a combination of technologies,
services and platforms
A Web 2.0 site allows users to
interact and collaborate with each
other in a social media dialogue as
creators of user-generated content
in contrast to websites where people
are limited to the passive viewing of
content (wikipedia.com)
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The Evolution of Web
SOCIAL MEDIA
Web 2.0 is based on six key ideas (Report by the Technology and
Standards Watch - Anderson, 2007):
o Individual production and User Generated Content
o Harness the power of the crowd
o Data on an epic scale
o Architecture of Participation
o Network Effects
o Openness
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SOCIAL MEDIA
Main differences between Web 1.0, Web 2.0 and Web 3.0

Web 1.0 was about
connectivity

Web 3.0 will be
about
personalization
The main differences between Web 1.0, Web 2.0
and Web 3.0
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SOCIAL MEDIA
 Web-based services and applications
•
Web-based services and applications
based on Web 2.0 concept include:
o Blogs
o Wikis
o Tagging and Social Bookmarking
o Folksonomy versus collabulary
o Multimedia sharing
o Audio blogging and podcasting
o RSS and syndication
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Some Web-based services and
applications based on Web 2.0 concept
SOCIAL MEDIA
WHAT IS A BLOG ?





Simple webpage consisting of brief paragraphs of opinion, information, personal diary
entries, or links, called posts, arranged chronologically (first - the most recent), in the style
of an online journal
100 % suitable for e-participation
Comments can be controlled and unpublished
Pictures, videos etc can be easily amended and
structured
Comments can be added for the specific topics
www.fupol.eu
SOCIAL MEDIA
WHAT IS A WIKI ?

Wiki: a webpage or set of webpages that can be easily edited by anyone who is allowed

Potentially suitable for discussions in political discussions in e-participation – suitable as a tool
for collaborative content and knowledge generation
access (e.g. Wikipedia). A wiki enables communities to write documents collaboratively,
using a simple markup language and a web browser
www.fupol.eu
SOCIAL MEDIA
What is Social Media ?
Some definitions of Social Media:
•
•
•
•
interactive
platforms
via
which
individuals and communities create and
share user-generated content
a
group
of
Internet-based
applications that build on the ideological
and technological foundations of Web 2.0,
and that allow the creation and exchange
of user-generated content (Andreas Kaplan
and Michael Haenlein)
social software which mediate human
communication (wikipedia.com)
People using free online tools (video,
Twitter & blogs) and sites (Facebook &
MySpace) to connect, share info and
converse
The relation between Web 2.0, Social
Media and Social Networking
There are more than 50 definitions of Social Media
www.fupol.eu
SOCIAL MEDIA
 Social media tools (Five core social media tools Government Information Services, 2011)
o
Social networks – websites
(e.g. Facebook and Twitter)
o
Media-sharing
networks
(e.g. YouTube and Flickr)
o
Blogs (short for weblog) (e.g.
Blogger and WordPress)
o
Wikis (e.g. Wikipedia)
o
Forums
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SOCIAL MEDIA
 Other concepts
•
Social Networking
Social Networking
The relation between Social
Media and Social Networking
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SOCIAL MEDIA
 Other concepts
•
Social Networking Sites
•
Social Networking Services
•
Social Media Platforms
offer Social Media Services
The relation between Social
Network, Social Network
Service and Social Networking
www.fupol.eu
Most Popular Social
Networking Sites
(November 2012)
SOCIAL MEDIA
Advantages of Social Networks
Risks of Social Networks
 More interaction for users
 Cyber-bullying
 Continuous
creation
of
new
tools
 New
 Violation of privacy
 Exposure
ways
of
conducting
business
 Grooming
 Forget about distance
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content
to
harmful
SOCIAL MEDIA
Classification of social networks (European Commission)
o Generalist social networks (MySpace, Facebook, Skyrock, Bebo,
Netlog, Hyves, StudiVZ.de, Piczo, Zap.lu, MSN, Giovani.it, Arto.dk,
Yahoo, One.lt, Grono, Tuenti, Aha.bg)
o Content-based platforms (Youtube, Dailymotion, Flickr)
o Business networks (LinkedIn, Ecademy)
o Child networks (Club Penguin, Barbiegirls.com)
o Micro-blogging networks (Twitter)
o Virtual environments (Second Life, Habbo Hotel)
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SOCIAL MEDIA
Classification of Social Media Platforms
(Childnet International)

Sites that are primarily organised around users’ profiles
(e.g. Bebo, Facebook and MySpace)

Sites that are organised around collections of content (e.g.
Flickr where groups and comments are based around pictures,
Shelfari where the focus is on the bookshelf of each user,
YouTube.com for video sharing)
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SOCIAL MEDIA
Other categories of platforms (Childnet International)
 White-label
social
PeopleAggregator)
networking
services
(e.g.
 Multi-user virtual environments (e.g. World of Warcraft)
 Mobile social networking services: mobile phone versions
of social networking sites (e.g. MySpace and Twitter offers
mobile versions), or mobile exclusive sites (e.g. MYUBO)
 Micro-blogging/presence updates (e.g. Twitter and
Jaiku) allow to publish short (140 characters) messages; these
services are designed to work as mobile services, but are
used on the web as well
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SOCIAL MEDIA
•
Conversations in Social
Media
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SOCIAL MEDIA
•
Framework used to compare and contrast the functionalities and
implications of different social media (Kietzmann et al., 2011)
The honeycomb of Social Media
www.fupol.eu
SOCIAL MEDIA
•
Example of functionalities of three different Social Media sites
Contrasting the functionalities of different sites
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SOCIAL MEDIA
 List of platforms (that have signed the principles proposed by
European Commission regarding security and protection,
Exception – Diaspora)
Arto.com
www.arto.com
o Year of release: 1998
o the largest social networking
site
(Denmark)
appealing
largely to teenagers
o offers
a
safe
place
to
communicate with others online
o offers to Danish users an
opportunity to relax and get in
touch with old relationships and
new friends
www.fupol.eu
Banzai
o Year of release: 2006 by Paul Ainio and
Andrea Di Camillo
o Italian group focused on internet
market and media market, ecommerce and web services
o over 7 million unique users
o controls more than 20 companies
o aims to grow in the Italian web market
with an integrated project that would
develop the online media in synergy
with the activities of e-commerce and
web services
SOCIAL MEDIA
Bebo
www.bebo.com
o Year of release: 2005
o popular social media network
o more than 50 million registered
users worldwide
o currently present in: UK, IE, DE,
IT, ES, FR, PL and NL
o Bebo's users spend an average of
25 minutes a day on the site
o combines community, selfexpression and entertainment
o enables its users to consume,
create,
discover,
share
professional and user-generated
content through the Bebo Web
site
www.fupol.eu
Dailymotion
www.dailymotion.com
o over 41.9 million unique monthly viewers
worldwide (comScore, December 2008)
o accessible from every European country
o a top 60 website worldwide
o uses the most advanced technology for
both users and content creators
o provides high-quality and HD video in a
fast, easy-to-use website that automatically
filters infringing material notified by
content owners
o mission: to provide the best possible
entertainment experience for users and the
best
marketing
opportunities
for
advertisers, while respecting content
protection
SOCIAL MEDIA
Diaspora
http://blog.diasporafoundation.org/
o open-source
and
distributed community of
social networks run by users
o enables the users to own their
own personal data, control with
whom they share, and discover
cool stuff throughout the Web
www.fupol.eu
Facebook
www.facebook.com
o is presently the largest social network
globally
o over 750 million users
o Facebook users must be over 13 to
register
o requires to users to register with
their real names and information
o only one personal profile may be
created
o users must not create an account for
anyone other than themselves without
permission
o Facebook has developed a privacy policy
and its terms of use are elaborate, yet
security and data protection issues still
arise
SOCIAL MEDIA
Google+ (Google Plus or G+)
www.plus.google.com
o on September 20, 2011, Google+
was opened to everyone 18 years
of age or older
o on January 26, 2012 - opened for a
younger age group (13+ years old in
US and most countries, 14+ in South
Korea and Spain, 16+ in Netherlands)
o on January 19, 2012, Google+ had
surpassed a user base of 90 million
o integrates social services: Google
Profiles and Google Buzz
o introduces new services: Circles,
Hangouts and Sparks
o is available as a website and on
mobile devices
www.fupol.eu
Hyves
http://hyves.nl
o leading Dutch social network
and Holland's most visited
website
o almost 8 million people, 50% of
the Dutch population, visits
Hyves monthly, generating over
5 billion page views
SOCIAL MEDIA
LinkedIn
www.linkedin.com
o founded in December 2002
o launched in May 2003
o is a business-related social
networking site
o is mainly used for professional
networking
o on
3
November
2011,
LinkedIn reports more than 135
million registered users in
more than 200 countries and
territories
o the site is available in English,
French,
German,
Italian,
Portuguese, Spanish, Romanian,
Russian, Turkish and Japanese
www.fupol.eu
MySpace
www.myspace.com
o is a premier lifestyle portal for
connecting with friends, discovering
popular culture, and making a positive
impact on the world
o has localized sites in: Austria, Denmark,
Finland, France, Germany, Ireland, Italy,
Netherlands, Poland, Portugal, Spain,
Sweden and the United Kingdom
o other European localized sites include
Norway and Switzerland
o has created a connected community
by integrating web profiles, blogs, instant
messaging, email, music streaming, music
videos, photo galleries, classified listings,
events, groups, college communities, and
member forums
SOCIAL MEDIA
NaszaKlasa
www.nasza-klasa.pl
o in use since 11th of November
2006
o social
networking
site
gathering Internet users who
want to find classmates
o over 20 million profiles
o makes possible to rebuild
relations with colleagues from
kindergarden, primary school,
high school or college
o created by four students
www.fupol.eu
Ning
www.ning.com
o launched in October 2005
o online platform for people and
organizations to create custom social
networks
o offers customers the ability to create a
community website with a customized
appearance and feel, feature sets: photos,
videos, forums and blogs and the service
layers in support for “Like”, integration
with Facebook, Twitter, Google, Yahoo!
o offers 3 plans to its customers: Mini,
Plus and Pro
o plans are offered with varying feature
offerings and range in price so that
customers can choose a plan that best fits
the goal for their community
SOCIAL MEDIA
Netlog
www.netlog.com
o leading social networking
destination
for
young
Europeans
o has over 40 million users
o currently available in 25
languages
o provides a fun environment
where people communicate
with
friends,
like-minded
people and local communities
www.fupol.eu
ONE.LT
www.one.lt
o the most popular online
social networking site in
Lithuania
o close to one million unique
users
o serving around 1 billion page
views every month
o is operated by Forticom UAB,
part of the Forticom Group,
which also operates leading
social networking sites in
Latvia,
Poland,
Russian
Federation and the Ukraine
SOCIAL MEDIA
Piczo, Inc.
www.piczo.com
o 4 of the top 10 countries where Piczo
has their strongest visitor base are in the
EU: Germany (number 1), Norway,
Romania, Bulgaria
o 35million registered users worldwide
o 55% of those members being in the EU
o 88% of those being under 18 years of
age
o empowers teens worldwide to creatively
express themselves, build personal
communities, and share experiences with
their friends in a safe environment
o Piczo's customizable content, colourful
graphics, glitter text, video, and photo
tools spotlight member creativity without
requiring technical skills
www.fupol.eu
Rate.ee
www.rate.ee
o launched in 2002
o the largest social networking
site in Estonia
o has over 300,000 active users
comprising a one fifth of the
population
o has grown to a fully fledged
online
community
featuring
friends lists, blogs, albums, and
many other services
o EMT,
the
largest
telecom
company in the country, acquired
a majority stake in Rate.ee in
2006
SOCIAL MEDIA
Skyrock.com
www.skyrock.com
o social network dedicated to the New
Generation
o 33.143 million Skyrock accounts worldwide
(2009)
o frequented by over 15.923 million of
Unique Visitors in Europe (reach: 5.7%).
o available in 14 international versions
o in European countries: France, England,
Deutschland, Spain, Nederland, Belgium,
Switzerland, Italy, Portugal, Finland, Sweden,
Denmark, Norway
o offering its members a free, personal web
space where they can create a blog, add a
profile, and exchange messages with other
registered members
o also offers a specific space for members who
create blogs showcasing their original musical
compositions
www.fupol.eu
studiVZ Ltd
www.studiVZ.net
www.meinVZ.net
www.schuelerVZ.net
o 5 million registered users under 18
and 8 million registered users older
than 18
o is in Germany, Austria, Switzerland
o provides three social networking
communities:
1. studiVZ - only for university
students from about 18 to 26
years
2. meinVZ - only for alumni and for
people who do not study at a
university
3. schuelerVZ - only for pupils in
the age between 12 and 21 years
SOCIAL MEDIA
Tagged
www.tagged.com
o founded in 2004
o is a social networking site
o visited by 6.2 million US users
each month
o 20.4 million users worldwide
o in May 2010 Tagged moved
towards social discovery by
opening up its own in-house
gaming division
o based in San Francisco, California,
United States
o is a large social network focused
on helping others meet new people
o also allows members to browse
people, play games
www.fupol.eu
Viadeo
www.viadeo.com
o Web 2.0 professional social network
o over 35 million members worldwide
o available in English, French, German, Italian,
Portuguese and Spanish
o headquartered in Paris
o the company has offices in the United
Kingdom (London), Spain (Madrid and
Barcelona) and Italy (Milan)
o has a presence in America, with offices in
the USA (San Francisco) and through its
Mexican and Canadian subsidiaries
o very active in the Asian market through
Tianji.com (China) and ApnaCircle.com
(India)
o Members
include
business
owners,
entrepreneurs and managers from a diverse
range of enterprises
SOCIAL MEDIA
Tuenti
www.tuenti.com
o Spain-based, invitation only private
social networking website
o targeted at the Spanish audience
o currently accessible only to those who
have been invited
o allows users to set up a profile, upload
photos, link videos and connect with
friends, offers the ability to create events
o doesn’t use banner advertising
o has created a private social platform
where user can keep updated with its
friends by sharing photos, commenting on
videos, creating events or recommending
activities
o invests in consolidating itself as the safest
platform for its users
www.fupol.eu
Twitter
www.twitter.com
o created in March 2006 by Jack
Dorsey
o launched in July 2006
o is an online social networking
service and microblogging service
o enables its users to send and read
text-based
posts
of
up
to
140 characters, known as tweets
o rapidly gained worldwide popularity
o over 300 million users (2011)
o over 300 million tweets
o handling over 1.6 billion search
queries per day
o described
as
"the
SMS
of
the Internet"
SOCIAL MEDIA
Windows Live
www.live.com
o more
than
460
million customers
around the world
rely on Windows Live
for sharing e-mail,
messaging, photos
and files within their
networks of friends,
family
members,
business associations
www.fupol.eu
ZAP S.A.
www.zap.lu
o provides the following
services:
− Social Networking
− Personalized
Web
Presence
− Eventand
Nightlifereports
− Chat
− Agenda
Country
coverage: Luxembourg
XING
www.xing.com
o founded in 2003
o social network focusing
on professionals and
business
o has roots on German
speaking countries
o Turkey and Spain accelerating
member
growth
o Spain recently passing the
1.5 million users
SOCIAL MEDIA
•
Facebook - the most popular Friend-Oriented Social Network
o Europeans spend more
time on Facebook than
any other site
o Facebook is evolving to
accommodate
business
pages
vs.
individual
profiles
o similar network: MySpace
Percentage of Time Spent on Top 100
Properties in Europe
www.fupol.eu
SOCIAL MEDIA
• Facebook - Statistics
o
o
5,000,000,000 – # of minutes spent on
Facebook every day
1,000,000,000 – # of content (web links,
news, blogs post, photos etc) share on
Facebook each week
Top 5 U.S. Social Networking Sites
Facebook Statistics
www.fupol.eu
SOCIAL MEDIA
•
Distribution of Social Networks in the world and the spreading
of Facebook (2009 and 2011)
The distribution of Social Networks in
the world and the spreading of
Facebook in 2009
www.fupol.eu
The distribution of Social Networks in the
world and the spreading of Facebook
in 2011
SOCIAL MEDIA
•
o
o
o
o
Creating a Facebook account
Information required:
−
first name
−
last name
−
email address
−
account passwords
−
date of birth
Once this information has been
provided, Facebook will invite
you to find friends based on
contacts you already have via
your existing email account
You can upload a picture to
initiate your profile
Each step after the initial name,
email and date of birth can be
skipped and modified later
www.fupol.eu
Facebook Log In page
SOCIAL MEDIA
The Difference Between a Page and Profile on Facebook
o Facebook Profiles are for people/individuals
o Facebook Pages are for organizations, companies and businesses
o Main differences between Pages and Profiles:
− on a profile, someone is your “friend”; on a page, someone is your
“fan”
− with a profile, you can send messages to one or more friends, that go
directly to their inbox on Facebook; as a page, you can only send
updates
− pages and profiles can both post status updates, links, photos, etc.
that appear in their fans’/friends’ news feeds
− pages cannot “add” people as friends
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SOCIAL MEDIA
The difference between a business account and a personal account

Business accounts: are designed for people who only want to use Facebook to
manage Pages and ad campaigns

unlike personal accounts, business accounts can't be found in search, send or
receive friend requests or build apps
A Facebook PROFILE is a Personal Account on Facebook
A Facebook PAGE is a Business Account on Facebook
www.fupol.eu
SOCIAL MEDIA
Twitter - a powerful Microblogging Network
 allows users send short
messages (up to 140
characters long) about
what is happening now
 primary target: to help
users share short fresh
content and interesting
news
 is ideal for News
websites, Blogs, Press
Releases
and
for
Opinion
Leaders/Experts
www.fupol.eu
A brief history of Twitter
SOCIAL MEDIA
•
Twitter – Statistics
o 1382% – Monthly Growth Rate of Twitter (Jan to Feb 2009)
o 3,000,000 Tweets per Day on Twitter
How people use Twitter
www.fupol.eu
Sign in to Twitter
SOCIAL MEDIA
LinkedIn - a Professional Social Network with millions of users
globally





is a Business-Oriented Social Networking
website
allows users to publish their profiles, upload their
CVs and connect with other Professionals and
Companies
both companies and professionals can create a
Profile on the service
is great for sharing news, business related
articles and press releases, for finding and
maintaining Business Contacts and for
recruiting
similar services: Xing (very popular in
Germany) and Viadeo (very popular in France)
www.fupol.eu
SOCIAL MEDIA
•
Linkedin
Join Linkedin
www.fupol.eu
Average minutes per visitor to socialmedia sites in January 2012 (The Wall
Street Journal)
SOCIAL MEDIA
YouTube - the most well known Video-Sharing Community






the most popular video sharing community
in the world
Google estimates that YouTube’s reach is 500
million users (around 32.2% of the Internet)
every minute more than 24 hours of video
are uploaded
YouTube allows both users and companies to
create channels and upload their videos
it is ideal for creating and sharing
Funny/Witty Videos, posting Advertising
Messages, Music, Online Contests, News and
How-to Videos
similar video sharing network: Vimeo
www.fupol.eu
SOCIAL MEDIA
•
YouTube - Statistics
o 412.3 years – length of time it would take to view every YouTube
video
o 100,000,000 – # of YouTube videos viewed per day
YouTube Search (29% of total views)
www.fupol.eu
Statistics
SOCIAL MEDIA
 Groups of Users in Social Media
o
o
o
o
content producer or content creator by publishing digital
pictures, video recordings, post blog entries, write reviews and
post comments to articles online, etc.
content mediator by storing/forwarding the digital content
of various forms
content consumer by reading articles, viewing photos and
videos, etc.
hybrid categories combine one or more of the mentioned
above categories (e.g. content prosumer is both a producer
and a consumer of content)
www.fupol.eu
SOCIAL MEDIA
•
Group
of
users
provided by Forrester
Research (2010)
A detailed breakdown of user groups
provided by Forrester Research
www.fupol.eu
SOCIAL MEDIA
PART II - CONTENT IN SOCIAL MEDIA THROUGH
CROWD SOURCING
 Definition/Concepts
 Types of Content in Social Media
 Purpose of Content in Social Media
www.fupol.eu
SOCIAL MEDIA
CONTENT IN SOCIAL MEDIA
THROUGH CROWD SOURCING
 Definition/Concepts
•
Judgment Aggregation: when a group or collective organization is
given an epistemic task, its performance may depend on its aggregation
procedure (e.g. its mechanism for aggregating the group members’
individual beliefs or judgments into corresponding collective beliefs or
judgments endorsed by the group as a whole)
•
Aggregation procedure: a mechanism by which a group can generate
collectively endorsed beliefs or judgments on the basis of the group
members’ individual beliefs or judgments
•
Social network service providers: provide online communication
platforms which enable individuals to publish and exchange information
with other users. The service providers are data controllers (they
determine both the purposes and the means of the processing of such
information)
www.fupol.eu
SOCIAL MEDIA
•
o
o
o
•
o
•
o
o
User Profile Information
web page supported by a range of tools
profile pages – allow members to develop and present an image of themselves
to the world, to establish and project their online identities
displays of preferences (favourite music, books and films, for example) allow members
to share information about themselves
User Generated Content (UGC) (or Consumer-Generated Media (CGM))
materials created and uploaded to the Internet (e.g. a comment left on Amazon.com, a
professional-quality video uploaded to YouTube, a student’s profile on Facebook) by nonmedia professionals (Interactive Advertising Bureau, 2008)
Third Party Content
links or embedded content hosted somewhere else (e.g. a video hosted at YouTube or
another video hosting service) but playable on a member’s profile page
widget form – widgets can be simple badges (pictures with links back to other sites) or
dynamic content (a slide show or the last songs catalogued by a last.fm account). The
dynamic content makes it easy to move information, content and links from one social
networking service to another
www.fupol.eu
SOCIAL MEDIA
•
Collaborative Content
o
o
o
by using service tools to create groups, users can collectively create profiles, hold
discussions, store, share and comment on objects
In-service messaging can be a rich source of informal collaboration
Personal data types generally available to social media providers:
− Personal Pictures and
− First name
Videos
− Last name
− Time zone
− City
− Religion
− Zip code
− Sexual orientation
− Birth date
− Citizenship
− Sex
− Relations to other users
− Email-Address
− Political View
− Phone number
− Education
− User-ID
− Bank account Information
− Hobbies
− Credit Card Number
− Job
− Family status
www.fupol.eu
SOCIAL MEDIA
Purpose of Content in Social Media
•
Evolution the type of content available on the Web




from 1990s the majority of web users were consumers of content
(created by a relatively small amount of publishers)
from 2000s, user-generated content has become increasingly
popular on the web and more users participate in content creation,
rather than just consumption
quality of user-generated content varies from: excellent to abuse
and spam (Agichtein, 2008)
task of identifying high-quality content sites based on user
contributions - social media sites - becomes more important
www.fupol.eu
SOCIAL MEDIA
PART III - RECOMMENDATIONS FOR SOCIAL
MEDIA AND POLITICS
 How to integrate Social Media into urban politics



E-Politician
E-Citizen
E-City Administration
 How to evaluate the Impacts
 How to engage citizens
 Social Media and Policy Modelling
www.fupol.eu
RECOMMENDATIONS FOR SOCIAL
MEDIA AND POLITICS
 How to integrate Social Media into urban politics
•
The ecosystem
of social media
in urban politics
and where the
FUPOL tools can
assist
to
formulate
a
better policy
www.fupol.eu
MEDIA AND POLITICS

E-Politician
The E-Politician needs a personal social media strategy
which should contain:
 personal objectives
 how to communicate over the new channels
 which channels to use
 how to integrate into political campaigns
 etc.
The effort to really engage in social media should not be
underestimated and carefully weighted against the potential
benefits
www.fupol.eu
MEDIA AND POLITICS
•
Personal Profile
The following networks should be used to present the politician and what
he stands for:


Facebook – biggest social
network therefore suitable to
address all voters and allows
two-way
communication
(Facebook wall); can be used
optionally for short messages (34 lines + one link)
LinkedIn – important to address
the
professional/business
community and allows twoway communication; can be
used
optionally
for
short
messages (3-4 lines + one link)
www.fupol.eu
Example of a Facebook profile
MEDIA AND POLITICS
•
Personal Blog
A personal blog should be
opened as part of the
personal website. It should
be used to present topics in
greater details with multiple
links to pictures and videos.
An advantage is the two-way
communication: Citizens can
comment on the views
presented, citizen posts can
be screened before final
publishing
Example of a blog page
www.fupol.eu
MEDIA AND POLITICS
•
•
Personal News
The
short
messaging
services Twitter should be
used to transmit “hot news”,
sentiments and/or links to blog
entries etc. The main target
group
are
voters
and
journalists
Personal TV
Recommendation #5: The
video service You-Tube
should be used to transmit
short videos with a personal
touch, campaign messages etc.
www.fupol.eu
YouTube used to transmit videos
and messages
MEDIA AND POLITICS

E-Citizen
Facebook entries, policy blogs, forums, twitter streams of ecitizens should be analysed by both cities and politicians to
get an insight view of the current sentiment, “hot topics” and
challenges
This is addressed by the FUPOL social media crawler and the
hot topic sensing modules
www.fupol.eu
MEDIA AND POLITICS
E-City Administration
•
Social Media Strategy and Social Media Guidelines
The city needs a social media strategy and social media guidelines
for employees
The strategy should contain:
o
o
o
o
o
•
objectives
which channels to use
responsibilities with the city administration
integration of the social medias into the overall media and
communication efforts
etc.
Social media guidelines should contain rules of conduct for
employees
www.fupol.eu
MEDIA AND POLITICS
•
City Profile
Facebook to be used to present a profile of the city with information and a
Facebook wall with short city news. Optionally it could also be opened to citizens for
postings
o
Facebook
made
a
few
recommendations for municipalities
− official city pages should have the word
"government" incorporated into the
page name
− users are likelier to engage with a page
if its administrator is clearly represented
− "government" distinction differentiates a
city's official page from other closely
affiliated organizations (like tourism
offices or chambers of commerce)
− elected officials who use Facebook must
clearly identify their pages with a
distinction (City of … — Mayor's Office)
www.fupol.eu
Example of a Facebook profile
MEDIA AND POLITICS
Other recommendations

Cities should focus on images and graphics to encourage
interaction from page visitors and fans

best
practices
for
cities
to
increase
the
organization's Facebook page:
 Post succinct content
 Post photos and videos
 Post regularly
 Be timely
 Maximize opportunities for interaction
 Give fans access to exclusive information
www.fupol.eu
effectiveness
of
MEDIA AND POLITICS
•
Examples of Facebook pages
Hamburg on Facebook
www.fupol.eu
Tel Aviv on Facebook
MEDIA AND POLITICS
•
City Blog(s)
One or several blogs attached to the city homepage should be implemented
to present city topics in greater details with multiple links to pictures and
videos. Recommended as a support of active e-participation processes, because
it allows two-way communication.
Hamburg blog
www.fupol.eu
Tel Aviv blog
MEDIA AND POLITICS
•
City News
The short messaging services Twitter should be used to transmit “hot
news”. It should be used to make meetings of the city council more
transparent as well as to promote the city (“event twitters”).
•
City TV
Use You-Tube as part of the city marketing (short videos about the city,
events and people)
•
City internal social network
Use social media also to improve communication and collaboration
between employees of the city. The internal network should also be
analysed by politicians and city decision makers, because it may contain
valuable hints what could be improved.
www.fupol.eu
FUPOL AND SOCIAL MEDIA

The FUPOL Social media cockpit integrates the social media
communications and provides advanced analysis and visualization of
multiple channels.

It also allows a single window two-way communication with several
channels.
www.fupol.eu
Storage of
postings and
statistics
Analysis
www.fupol.eu
Analysis
 Challenge: Who is behind a posting ?
 It is useful to get statistical information about the person behind a posting
(e.g. respondent statistics by sex / age)
 This is a challenge unless linkage information in a personal record
is stored
cutekarin
karin23@hotmail.com
Karin Schneider
Born 23/1/1996
Vienna, Austria
Cutekarin
karin23@hotmail.com
+2617720101
www.fupol.eu
+2617720101
?
 Hot Topic Sensing complements existing social media presence
 Backend to automatically analyze messages and group them
 FUPOL method based on statistical algorithms (LDA) and machine learning –
works with any European language
Backend system to existing social media
presence
www.fupol.eu
BLOG USAGE
Constrcution
projects
Budget
General
Topics
Homepage of
Mayor
Moderator
Analysis
www.fupol.eu
 Decision maker selects priority topic
 Initiates public discussion through various social media
 „Single Window“ through central dashboard
Malibu Square
Renovation
Select priority topic and initiate public
deliberation
www.fupol.eu
We intend to renovate
Malibu square,. What
should be done ?
Send us your ideas !
SOCIAL MEDIA - IMPACT
 How to evaluate the Impacts
•
•
•
•
•
•
Public managers face real challenges in evaluating the impacts of their
online participatory activities
The most prominent challenge: currently, there are no officially allowed
or approved tools available that go beyond mere quantitative counts of
website traffic
At present:
o most agencies have no formal metrics in place
o measurement tools provided by vendors are not used
Most agencies using social media count their friends and number of likes
on Facebook, and their number of Twitter followers
Some are using rudimentary measurement techniques offered by thirdparty service provides (e.g. Google Analytics or Facebook Insights)
such data do offer indicators of interest in the online activities used by
agencies to engage the public, but do not provide information about the
impacts and outcomes of such activities
www.fupol.eu
 How to engage citizens
•
Social Media can be a valuable asset to the policy maker interested in
public opinion, particularly in accessing segments of the population
such as youth, who are displaying declining levels of trust in
government and largely account for declining election turnouts
•
Youth display high participation levels in social media
•
Policy makers can gain access to this segment of the population through
social networking sites and involve citizens in the design phase of the
policy making cycle
•
It is important to actively engage citizens
•
A recent research provides an insight into the engagement strategy
www.fupol.eu
a. The best time to post is
between 8 PM and 7 AM
•
•
The analysis showed it was
best to post when fans were
not at work: between the
hours 8 PM and 7 AM
Post during non-busy hours
to
increase
likes
and
comments
The best time to post
•
•
The following pictures are taken from a study covering user engagement of
the top 100 retailers during a six-month period in 2011 (BuddyMedia, 2011)
they are equally valid for citizen engagem ent
www.fupol.eu
b. 1-2 Posts/Day and 1-4
Posts/Week is the best
frequency for posting
•
•
Posting once or twice per
day and one to four times
per week, results in a 40%
higher respectively 71%
higher
engagement rate
compared with posting more
than three times per day
respectively more than five
posts per week
Apparently this creates an
information overflow and
users
are
getting
less
interested
www.fupol.eu
The best
frequency for
posting/day
The best
frequency for
posting/week
c. Short posts are better
•
•
Posts with 80 characters or
less in length receive 66%
higher
engagement
than
longer posts
More concise posts – those
between one and 40
characters – generate the
most engagement
Short posts are better
www.fupol.eu
d. Questions tend to spark
a dialogue
•
Posts with questions generate
more than double the
amount of comments that
non-question posts
“Question” Posts generate Comment rates
double that of “non-question” Posts
General citizens might be interested in knowing how a public
participation program impacted policy decisions
www.fupol.eu
 Social Media and Policy Modelling
•
Social Media are a powerful tool for participatory democracy
o they have been used extensively by groups for grassroots
mobilization, exchange of ideas and information, and campaigning
•
Participatory democracy and citizen empowerment can be further
enriched by using Social Media (with techniques such as opinion
mining) to bridge the gap between citizen and elected leaders in two
main ways:
o Exchange of information through social media channels e.g.
citizens can contact their elected representative and get answers
online
o Leaders ‘listening in’ to the opinions of the people, as
expressed on the Internet, with the assistance of experts
www.fupol.eu
SOCIAL MEDIA
References (1)
1.
2.
3.
4.
5.
6.
Report by the Technology and Standards Watch - Anderson, 2007
http://ronnie05.wordpress.com/2011/05/22/8i-8/
http://en.wikipedia.org/wiki/Web_2.0
http://www.labnol.org/internet/web-3-concepts-explained/8908/
http://www.slideshare.net/carlchudy/using-social-media-power-point
http://www.antoniothonis.com/2009/business-use-definitions-web-2-0-social-mediathesis/
7. http://iime420s2012.wordpress.com/2012/04/11/social-media-the-new-generationsmedium/
8. http://en.wikipedia.org/wiki/Social_media
9. http://ashersphere.blogspot.ro/2009/08/difference-between-social-networking.html
10. http://www.fredcavazza.net/2008/06/09/social-media-landscape/
11. http://www.cleancutmedia.com/internet/social-media-statistics-video-growth-impact
12. http://www.webseoanalytics.com/blog/social-media-marketing-how-to-choose-theright-online-channels/
www.fupol.eu
SOCIAL MEDIA
References (2)
14. Safer Social Networking Principles for the EU, 2009
15. Government Information Services, 2011
16. BuddyMedia.(2011, September 13). Buddy Media. Retrieved from
http://www.buddymedia.com/newsroom/2011/09/buddy-media-releases-new-researchpaper-a-statistical-review-for-the-retail-industry-strategies-for-effective-facebook-wall-posts
17. http://mediasnackers.com/2010/03/social-networking-vs-social-media/
18.http://www.slideshare.net/kavish_n_u/social-networking-1765395
19. http://www.ebizmba.com/articles/social-networking-websites
20. http://www.ethority.net/blog/social-media-prism/
21. http://www.sciencedirect.com/science/article/pii/S0007681311000061
22. http://www.slideshare.net/IanMcCarthy/social-media-honeycomb-slideshare
23. http://www.trendhunter.com/trends/facebook-2012-infographic
24. http://dotandsocialmedia.wordpress.com/2012/08/26/twitter-story-2012/
25. http://www.vijayforvictory.com/tag/statistics/
26. http://vincos.it/world-map-of-social-networks/
27. http://r-rwebdesign.com/blog/?p=1298
www.fupol.eu
SOCIAL MEDIA
References (3)
15. http://www.browsermedia.co.uk/2011/03/07/the-digital-year-in-review/
16. http://aphelis.net/wall-street-journal-googles-social-network-virtual-ghost-town-february2012/
17. http://animals.feedfury.com/content/45553309-social-media-activity-and-critics-down-saysforrester-research.html
18. http://www.jenfongspeaks.com/what-is-the-difference-between-a-facebook-profile-and-afacebook-page/
19. http://www.thesocialanimal.com/social-media/difference-facebook-pages-profiles-groupscommunity-pages-2
20. http://www.facebook.com/help/131976240210052
21. http://www.conversity.be/blog/2012/02/
22. http://www.viralblog.com/research-cases/youtube-statistics/
23. http://memebox.com/futureblogger?page=2&scantype=Interview
24. http://navelmarketing.com/2008/07/31/evolution-of-the-web/
25. http://www.webseoanalytics.com/blog/social-media-marketing-how-to-choose-the-rightonline-channels/
26. http://searchmarketingcommunications.com/2008/09/04/insight-youtube-statistics/
www.fupol.eu
THANK YOU
FOR YOUR ATTENTION
www.fupol.eu

social media

Transcription

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