Social Media and Information The Message and the Medium.
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Transcript of Social Media and Information The Message and the Medium.
![Page 1: Social Media and Information The Message and the Medium.](https://reader035.fdocuments.in/reader035/viewer/2022062421/56649dc55503460f94ab9821/html5/thumbnails/1.jpg)
Social Media and Information
The Message and the Medium.
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Social MediaThe medium carrying the message from one interested party to others (who may or may not be interested).
“I finally found a social network worth joining.
It’s called “Leave-me-alone-book.”
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The Medium and the Message
The best tool
for each situation.
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People and Places
In considering which platforms to use for which purposes, it is helpful to consider how people interact in the physical world.
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“Real World” Behaviors
I’m great!He’s
great!He’s
great!
Not so!
Shouting to a crowd empowered to shout back or repeat your message.
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Virtual Equivalent
Shouting to a crowd empowered to shout back or repeat your message.
http://twitter.com/americancancer
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American Cancer Society: Tweets
Twitter: Purpose: Highlighting important and engaging information.Audience:General Public
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“Real World” Behaviors
Tweet!
Connecting with friends who like you, interact with you, and engage and repeat your message.
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Virtual Equivalent
Tweet!
Connecting with friends who like you, interact with you, and engage and repeat your message.
https://www.facebook.com/AmericanCancerSociety
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Virtual Equivalent
Tweet!
Facebook: Purpose: Promotion and interaction to inform and grow the consumer base
Audience:General Public
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The Great Equalizer
• 91% of online Americans use Social Media 55-64y - 82% 65+y - 75%
• Average FaceBook user has 130 friends and likes 80 pages
• 15% of online minutes spent on FB (20 minutes per visit)
• 20% of all web page views are on FB
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“Real World” Behaviors
Tweet!
Giving an opinion to audiences who can respond.
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Virtual Equivalent
Tweet!
Giving an opinion to audiences who can respond.
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Virtual EquivalentBlogs: Purpose: Educate and inform the audience with ACS expert and volunteer opinions.
Audience:ACS/Cancer-Concerned Public
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“Real World”Behaviors
Tweet!
Those who care about me can come and support me in a private and personal
way.
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Virtual Equivalent
Tweet!
Circle of Sharing
Purpose:
Connect families and loved ones with patients.
Create a PHR
Provide emotional and informational support.
Audience:Cancer Patients and their loved ones
http://cancer.org/circleofsharing
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“Real Behaviors”
Tweet!
Looking for a match based on your interests and/or characteristics.
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“Real Behaviors”
Tweet!
Looking for a match based on your interests and/or characteristics…IF YOU HAVE CANCER CONCERNS.
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“Virtual Equivalent”
Tweet!
Looking for a match based on your interests and/or characteristics…IF YOU HAVE CANCER CONCERNS.
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“Virtual Equivalent”
Tweet!
Cancer Survivors Network
Purpose:
Connect those concerned about cancer.
Provide emotional and informational support.
Audience:Cancer Patients and Survivors, their loved ones
http://cancer.org/csn
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“Real World”Behaviors
Tweet!
Specialist’s Waiting Room
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Virtual Equivalent
Tweet!
Looking for a match based on your interests and/or characteristics…IF YOU HAVE CANCER CONCERNS.
http://acs.whatnext.com
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“Virtual Equivalent”
Tweet!
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Building an AudienceVia EmailVia Email
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Listening to Your Audience• Read the messages• Track the analytics• Know the medium and typical behaviors and culture
• Don’t remove pre-existing posts on blogs• Respond to each FB post or Tweet• Respect privacy• Protect integrity• Reject misbehavior (Moderation in all things)
• Expect the Unexpected (IT, Controversy, New Platforms)
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The Real World is Still RealReminder: As valuable as Social Media can be:
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The Real World is Still RealReminder: As valuable as Social Media can be:
the real world has its place.
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©2010 American Cancer Society, Inc. No.0052.19
Thank You!