From mass to demassified communication Chuck baclagon

Old/New Media & Mass/Demassified Everything that old media has to offer plus INTERACTIVITY! Eased access to the medium Old Media Print Radio Film

It’s not different from swapping calling cards… Its simply the transaction of exchanging contact details with the intention of establishing a deeper relationship based on shared interest and exploring opportunities to work together or collaborate.

Why is it important for us? Because it has altered political landscapes. It has shattered the divide that once hindered peoples' access to power. It has levelled the playing field and democratized our capability to engage with people in power. It redefines how we understand and define the word ‘community’ Use story of EDSA 2 as an uprising that was done through txt messages Use example of access to a politicians email or facebook account. Imagine doing that 20 years back with finding their numbers on a phone directory, calling them up, scheduling a meeting, going to the office only to be told that the politician is busy. Ask who has a teacher, boss, politician, celebrity friend on Facebook and highlight that you are both the same person on Facebook because you are bound by the same functionalities and limitations. Communities before are based on race, ethnicity, geopolitical location, gender, socio economic status – but now its more about shared values

Advertising boycott and censorship after the Guimaras oil spill: exposing the limitations of broadcast media as a communication platform

Citizen-led campaigning to stop SM from paving paradise to put up a parking lot

How should we use it it? “The Internet is becoming the town square for the global village of tomorrow.” Bill Gates Treat it as a public space not as a media channel Facilitate conversations and develop relationships based on shared interest/values Utilize the relationships built in social media as an instrument to influence public consensus it is the space to exchange ideas not just another one of those places to publish things online It is the arena for facilitating conversations and developing relationships and this is how community is build

Function = community Networking –Social networking sites (Facebook, LinkedIn, Google+, Foursquare) Communication – Blogs (Blogger, Wordpress) Microblogs (Twitte, Tumblr) Collaboration – Wikis, Crowdfunding (Kickstarter, Indiegogo) Crowdsourcing Multimedia – Photo (Instagram, Flickr, Pinterest); Video (YouTube, Vimeo, Vine); Music (Soundcloud, bandcamp) Social Media utilization is based on function and knowing the function helps in understanding the type of community you engage.

Things to remember For long-term engagement Here are essential things to remember in using social media in the long term: Scout your landscape - Scout your terrain in terms of the type of social media sites that are prominently used in your region. Learn by doing - Start asking questions, liking posts, sharing content, tagging friends, re-tweeting conversing and deepening relationships. Analytics is key – Spend time to interpret data to measure interaction with your content and inform future engagement Benchmark growth – Measure your performance in terms of Growth & Reach Take time to listen - Spend time to know about the issues, topics, trends and personalities that in social media are talking about and post according to what’s trending. Landscape – Use Alexa.com as an example Learn by doing – Familiarize yourself to functions of social media platform Analytics – Show Crowdbooster Facebook Insights Benchmark – Socialbakers Listen – Show trending topics on Twitter home, Crowdtangle, Radian 6, Mashable

But don’t forget the bottom line… In working with social media always remember that first and foremost we are activists and we must do our best to: Make relationships transcend cyberspace Raise up activists not entertain an audience. Spark change in the real-world Transform not just policy but lives and communities. Relationships should not remain online but go online As activist we must inspire people to dedicate themselves to something bigger Motivate people to go-offline and commit to doing something to spark change in the real-world outside the internet Balance the work of transforming government/corporate policy with changing our lifestyles as well to make impact in our communities

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