Instructor Muhammad Farrukh Lecture 3 Social Media Honey Comb Framework of Social Media, Types of Social media Services, Social Networking, Importance, Peer Endorsement, Types of Social Networkers Instructor Muhammad Farrukh

Definition Social media refers to online tools and services which allow an exchange of ideas, information, videos, pictures, and graphics — just about anything you can name.

photo credit: dbarefoot

Characteristics if Social Media: Consumer generated media. Designed to be shared, sharing means that it is easy to comment on, that it is easy to send, there are no costs associated with viewing the media and last but not least it is always available.

Honey Comb frame work of Social Media A framework that defines social media by using seven functional building blocks: Identity Conversations Sharing Presence Relationships Reputation Groups

Types of Social Media Services Bookmarking Sites and Social News Sites (Digg) Blogs and Microblogs (Twitter, Tumblr) Social Networking Sites (Facebook, Google+, Twitter) Shopping Sites (Amazon) Multimedia Sharing (YouTube, Flickr) Virtual Worlds (World of Warcraft, Second Life)

Social Networking Friendship Keeping in Touch Developing new relationships Sharing Photos Links Interests Community Causes Beliefs Advocacy

Importance Economically Social Media not only plays a significant role in enhancing a company’s brand, it is also a tool that helps you connect with your audience and build professional relationships.  

Why is Social Media important? If you are awake they are probably online The students in Pakistan now spends every waking minute – using a smart phone, computer, TV or other electronic device. According to a new study Those ages 8 – 18 spend more than 7 hours a day with such devices.

16 to 24 year olds They have higher demands!! Growing up online has shaped how teens and young adults receive, process and act on information. They expect information to be brief, instant and always on (there are no office & school hours)

Peer Endorsement The vast majority of people report the opinion they trust most is from ‘someone like me’. For the first time in our history, peers have bested the wisdom of experts Peer endorsement is the single greatest decision-making accelerant. Through Social Media, peer influence cycles are happening at a velocity never before seen. Decision making is clearly becoming more social

But Why? The Internet is powerful because it bridges distance at a low cost When people first meet online they tend to “like” each other more Less stressful than face-to-face meeting Superficialities aside people focus on communicating their “selves”

The Asian Market

Why do People Contribute According to Peter Kollock there are three non-altruistic motivations: Anticipated Reciprocity: give and get Increased Recognition: become recognized Sense of Efficacy: can effect the environment Also due to a “sense of community” according to Mark Smith

Types of Social Networkers Alpha Socializers – (a minority) people who used sites in intense short bursts to flirt, meet new people, and be entertained. • Attention Seekers – (some) people who craved attention and comments from others, often by posting photos and customizing their profiles. • Followers – (many) people who joined sites to keep up with what their peers were doing.

Types:Networkers Faithfuls – (many) people who typically used social networking sites to revive old friendships, often from school or university. • Functionals – (a minority) people who tended to be single-minded in using sites for a particular purpose. Source: Social Networking Sites research, September-October 2007

Types: Networkers According to Amy Jo Kim there are five stages of the community participation hierarchy: Lurker or visitor: just observe Novice: begin participating Regular: have continue participation over a period of time Leader: further sustained participation with recognition Elder: long time leader and often a community pillar or “wise person”

Virtual Selves

Virtual Selves… Psychical aspects like race, sex, appearance, and even disabilities are not “evident” online People can be whoever they want (within reason generally) This is seen as both positive and negative. Why?

Privacy Concerns Social networking sites provide privacy options but users are generally unaware or tend to ignore such concerns Stalkers, terrorists, ill-doers, con-artists could benefit from such issues Facebook’s controversial decision to make visible relationship actions to entire social group

How popular are Social Networks? According to the analysts at Hitwise, social networks in general are more popular than search engines in some parts of the world Facebook’s overall web traffic pulled ahead of Google’s for the first time in the U.S. Facebook dominates the current crop of social networks, accounting for the majority (55%) of all social site visits.

Why do Universities/Colleges should invest in Social Media? For many of the same reasons they invest in more traditional marketing and advertising Create awareness Encourage connection Inspire loyalty Create ambassadors Recruit best fit students Build powerful relations with alumni Create stronger reputations

Video Share/Stream Youtube.edu Ustream

Face Book & Class Room Uses Open dialogue via a familiar and regularly accessed medium It allows students to ask more minor questions Alternative means for shyer students The level of informality typical to Facebook can also aid students in self-expression Frequent student-and-instructor and student-and-student communication Students discussion-forums regarding Course Quality

Facebook & Classroom: Limitations From a course management perspective, Facebook may be less efficient Limitations with regards to uploading assignments some students’ (and educators’) resistance to its use in education Facebook’s privacy settings can be difficult to understand and manage, leaving some potential users – particularly females and older students – uncomfortable about the level of privacy and safety afforded them Parent are not comfortable with their child- Facebook interaction

Social Media to Promote SOCA FACEBOOK/ TWITTER News Stories and Announcements Features Photos Competitions Updates Connecting with other Universities pages Connecting you with Alumini Links to News Stories Admission Campaign

Social Media to Promote SOCA YOUTUBE Highlight Videos Interviews Videos of Special Events Students’ projects INSTAGRAM Photo Collages Photo Journalism Projects Department Photo Gallery Student activity Pictures

Criticism Disparity (imbalance, inequality,) Trustworthiness Concentration (diversion and time waste) Privacy (breached and self shared) Effects on Interpersonal Relationships (New friends and breakups )

Increasing Relationship-Decreasing Intimacy

Further Reading http://www.pewinternet.org/2013/05/21/teens-social-media-and-privacy/ This Link will help you to under stand clearly the concept of Teens, Social Media, and Privacy.