Introduction to Social Media - Global Forest Information Service
Introduction to Social Media - Global Forest Information Service
Introduction to Social Media - Global Forest Information Service
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Tweets for <strong>Forest</strong> Research -<br />
Opportunity and Problems of Using<br />
<strong>Social</strong> <strong>Media</strong> in <strong>Forest</strong> Science<br />
<strong>Introduction</strong> <strong>to</strong> <strong>Social</strong> <strong>Media</strong><br />
Randy McCracken<br />
US <strong>Forest</strong> <strong>Service</strong><br />
rmccracken@fs.fed.us
<strong>Introduction</strong> <strong>to</strong> <strong>Social</strong> <strong>Media</strong>
Topics<br />
Traditional <strong>Media</strong> vs. <strong>Social</strong> <strong>Media</strong><br />
Internet Usage Statistics<br />
Current Examples and Usage<br />
Integration of Multiple Outlets<br />
Strategies: Coca-Cola <strong>to</strong> Colbert<br />
How <strong>to</strong> Proceed
Traditional <strong>Media</strong> vs. <strong>Social</strong> <strong>Media</strong><br />
Traditional <strong>Media</strong><br />
One way communication such as news paper, radio, TV<br />
Limited ability <strong>to</strong> give thoughts on information delivered<br />
<strong>Social</strong> <strong>Media</strong><br />
Gives information and allows for interaction<br />
Simple Comments<br />
Voting (online polls)<br />
Opinions (book and movie reviews<br />
Active Contribution (wikis)
Topics<br />
Traditional <strong>Media</strong> vs. <strong>Social</strong> <strong>Media</strong><br />
Internet Usage Statistics<br />
Current Examples and shifts <strong>Social</strong> <strong>Media</strong> Sites<br />
Integration of Multiple Outlets<br />
Strategies: Coca-Cola <strong>to</strong> Colbert<br />
How <strong>to</strong> Proceed
World Internet Usage<br />
WORLD INTERNET USAGE<br />
World Regions<br />
Internet Usage<br />
as a % of Population<br />
Africa 11%<br />
Asia 22%<br />
Europe 58%<br />
Middle East 30%<br />
North America 77%<br />
Latin America/Caribbean 35%<br />
Oceania / Australia 61%<br />
WORLD TOTAL 29%<br />
NOTES: Internet Usage and World Population Statistics are for June 30, 2010.<br />
http://www.internetworldstats.com/stats.htm
Internet Usage Statistics<br />
Joiners: Users of <strong>Social</strong> <strong>Media</strong> Sites<br />
Use social networking sites<br />
80%<br />
70%<br />
70%<br />
60%<br />
51%<br />
57%<br />
50%<br />
40%<br />
30%<br />
29%<br />
20%<br />
10%<br />
15%<br />
8%<br />
6%<br />
0%<br />
Young Teen<br />
12-17<br />
Youth<br />
18-21<br />
Gen Y<br />
22-26<br />
Gen X<br />
27-40<br />
Young<br />
Boomers<br />
41-50<br />
Older<br />
Boomers<br />
51-61<br />
Seniors<br />
62+<br />
Source: Business Week Forrester Data June, 2007
Internet Usage Statistics<br />
Crea<strong>to</strong>rs: Publish web pages, write blogs, upload<br />
videos <strong>to</strong> sites like You Tube<br />
40%<br />
35%<br />
34%<br />
37%<br />
30%<br />
30%<br />
25%<br />
20%<br />
19%<br />
15%<br />
12%<br />
10%<br />
7%<br />
5%<br />
5%<br />
0%<br />
Young Teen<br />
12-17<br />
Youth<br />
18-21<br />
Gen Y<br />
22-26<br />
Gen X<br />
27-40<br />
Young<br />
Boomers<br />
41-50<br />
Older<br />
Boomers<br />
51-61<br />
Seniors<br />
62+<br />
Source: Business Week Forrester Data June, 2007
Topics<br />
Traditional <strong>Media</strong> vs. <strong>Social</strong> <strong>Media</strong><br />
Internet Usage Statistics<br />
Current Examples and Usage<br />
Integration of Multiple Outlets<br />
Strategies: Coca-Cola <strong>to</strong> Colbert<br />
How <strong>to</strong> Proceed
World Internet Usage<br />
Websites/Software<br />
Wordpress (Son of Gutenberg)<br />
<strong>Social</strong> Networking Usage<br />
Users/Usage<br />
22 Million Blogs<br />
256,000,000 Monthly Visi<strong>to</strong>rs<br />
Facebook 500,000,000<br />
Ozone 200,000,000<br />
Linkedin 75,000,000<br />
Twitter 75,000,000<br />
Flickr 32,000,000<br />
YouTube<br />
24 hours of new vides are uploaded <strong>to</strong><br />
the site EVERY MINUTE!<br />
NOTES: List of <strong>Social</strong> networking Websites<br />
http://www.internetworldstats.com/stats.htm
This Too Shall Pass<br />
Remember MySpace?
Integration of Multiple Outlets<br />
Integrate, Integrate, Integrate!<br />
Post once (Wordpress)<br />
and au<strong>to</strong>matically<br />
redistribute <strong>to</strong> other outlets
Topics<br />
Traditional <strong>Media</strong> vs. <strong>Social</strong> <strong>Media</strong><br />
Internet Usage Statistics<br />
Current Examples and shifts <strong>Social</strong> <strong>Media</strong> Sites<br />
Integration of Multiple Outlets<br />
Strategies: Coca-Cola <strong>to</strong> Colbert<br />
How <strong>to</strong> Proceed
Example Principles and Strategies<br />
Know your audience<br />
Be adaptable!<br />
Don’t force your ideas on your users<br />
Develop a Strategy<br />
Only use social media when appropriate
5 Core Values in Online <strong>Social</strong> <strong>Media</strong> for Coca-Cola:<br />
1. Transparency in every social media engagement.<br />
2. Protection of our consumers’ privacy.<br />
3. Respect of copyrights, trademarks, rights of publicity, and other third‐party<br />
4. Responsibility in our use of technology<br />
5. Utilization of best practices, listening <strong>to</strong> the online community
Colbert Effect
Colbert Effect<br />
Small Audience (1.8 Million Viewers) with a huge effect<br />
Word of the Year (truthiness)<br />
Ben & Jerry’s Ice Cream Flavor<br />
Hockey Team Mascot<br />
Air Colbert<br />
Cover of Sports Illustrated and Newsweek<br />
Ap<strong>to</strong>stichus stephencolberti<br />
Hungarian Bridge<br />
Wing of the Space Station
Colbert Effect<br />
It’s not the number of people who follow you<br />
It’s the importance of the people who follow you
<strong>Social</strong> <strong>Media</strong> Strategy<br />
“Ubiquity first, Revenue Later, URL.”<br />
~"Eric Schmidt<br />
on criticism that YouTube may have been a bad<br />
investment"
Topics<br />
Traditional <strong>Media</strong> vs. <strong>Social</strong> <strong>Media</strong><br />
Internet Usage Statistics<br />
Current Examples and shifts <strong>Social</strong> <strong>Media</strong> Sites<br />
Integration of Multiple Outlets<br />
Strategies: Coca-Cola <strong>to</strong> Colbert<br />
How <strong>to</strong> Proceed
How <strong>to</strong> Proceed<br />
What is it that you want <strong>to</strong> do?<br />
Announce your research?<br />
Distribute it?<br />
Have a conversation about it?<br />
Collaborate?<br />
Are you ready?
Tweets for <strong>Forest</strong> Research -<br />
Opportunity and Problems of Using<br />
<strong>Social</strong> <strong>Media</strong> in <strong>Forest</strong> Science<br />
Randy McCracken<br />
US <strong>Forest</strong> <strong>Service</strong><br />
rmccracken@fs.fed.us
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