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Guest Lecture - University of Kentucky
ND Bowman, Ph.D.

GETTING (YAHOO) SERIOUS
ABOUT SOCIAL MEDIA
TODAY’S OBJECTIVES
• Social media, what is it?
• Social media careers
• Social media and You
SOCIAL MEDIA, WHAT IS IT?
• Discussed as “public displays of connection”
  (Donath & boyd, 2004)
• Defined (Kaplan & Haenlein, 2010) as:
   – Internet-based applications
   – Based on Web2.0
   – Generation and exchange of user-
     generated content
SOCIAL MEDIA, WHAT IS IT?
Internet-Based…         …Web2.0…                …with UGC
• Social            • Interacting with   • Not just
  technology as a     content, rather      creating, but
  base                than receiving       sharing it
• Shared Space        it.                  around!
                    • Create +
                      Collaborate
SOCIAL MEDIA, WHAT IS IT?
SOCIAL MEDIA CAREERS
• In general, we’re in the Age of Information
• No “One” career, but:           “I think it’s a great time to find a
                                                               job in social media. Every brand
“[Employers are]                                                 and company wants to have a
looking for people who                                       strong social presence, so there are
know how to create       “It's not tied necessarily to one      endless opportunities.” ~ Hayley
online buzz.” ~ Carol    particular industry. The keyword        Saltzman, social media editor at
Tice, Aol Jobs           growth for 'social media' is really                           Seventeen
                         occurring across sectors.” ~
                         Michael Werch, Indeed.com
SOCIAL MEDIA CAREERS
1.   Communication
2.   Collaboration
3.   Education
4.   Entertainment
All geared at supporting
CONVERSATON
SOCIAL MEDIA CAREERS
• Consider the notion of
  branding, or “the process
  through which products
  obtain some kind of value

  Brand: Salience + Image
SOCIAL MEDIA CAREERS
1. Social media is about enabling
   conversations among your market
2. You cannot (should not?) control
   conversations, but you can influence
   them
3. Influence is the bedrock of an “economically-
   viable” relationship (think social capital)
SOCIAL MEDIA AND YOU
• boyd (2007) and Public Appearance
SOCIAL MEDIA AND YOU
• boyd (2007) and Public
                                          boyd’s tips:
  Appearances
                                1.   Create a public Internet identity
  – How do we keep folks out?   2.   Say NO! to Facebook’s public
                                     search option

  – Can we keep folks out?
                                3.   Expect unexpected audiences
                                4.   Write blog comments as though
                                     you’re writing your own blog

  – Do we want to keep folks    5.   Treat video and audio just like
                                     text

    out?
SOCIAL MEDIA AND YOU
• Social media is a shared
  space of technologies
  for connection
• Data is not stolen, it is
  shared (often whether
  you know it or not)
MORE QUESTIONS?
      Nicholas David Bowman, PhD
REFERENCES
•   Carter, T. (December 5, 2012). Is social media marketing a game or serious business? Business2Community.com.
    Retrieved from: http://www.business2community.com/social-media/is-social-media-marketing-a-game-or-serious-
    business-0349793
•   Donath, J., & boyd, d. (2004). Public displays of connection. BT Technology Journal, 22(4), 71-82.
•   Grant, A. (2010, December 28). Rise in social media jobs means opportunity. US News and World Report.
    Retrieved from: http://money.usnews.com/money/careers/articles/2010/12/28/rise-in-social-media-jobs-means-
    opportunity-for-job-seekers
•   Her Campus (2012, September 17). A guide to careers in social media. USA Today – College. Retrieved from:
    http://www.usatodayeducate.com/staging/index.php/career/a-guide-to-careers-in-social-media
•   Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenge and opportunities of Social Media.
    Business Horizons, 53, 59-68.
•   Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious!
    Understanding the functional building blocks of social media. Business Horizons, 54, 241-251.
•   Safko, L. & Brake, D. K. (2009). The social media bible. Hoboken, NJ: Wiley & Sons.
•   Tice, C. (2010, May 2). Emerging social media jobs. Aol Jobs. Retrieved from:
    http://jobs.aol.com/articles/2010/05/02/social-media-jobs/

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Getting (Yahoo) Serious About Social Media

  • 1. Guest Lecture - University of Kentucky ND Bowman, Ph.D. GETTING (YAHOO) SERIOUS ABOUT SOCIAL MEDIA
  • 2. TODAY’S OBJECTIVES • Social media, what is it? • Social media careers • Social media and You
  • 3. SOCIAL MEDIA, WHAT IS IT? • Discussed as “public displays of connection” (Donath & boyd, 2004) • Defined (Kaplan & Haenlein, 2010) as: – Internet-based applications – Based on Web2.0 – Generation and exchange of user- generated content
  • 4. SOCIAL MEDIA, WHAT IS IT? Internet-Based… …Web2.0… …with UGC • Social • Interacting with • Not just technology as a content, rather creating, but base than receiving sharing it • Shared Space it. around! • Create + Collaborate
  • 6. SOCIAL MEDIA CAREERS • In general, we’re in the Age of Information • No “One” career, but: “I think it’s a great time to find a job in social media. Every brand “[Employers are] and company wants to have a looking for people who strong social presence, so there are know how to create “It's not tied necessarily to one endless opportunities.” ~ Hayley online buzz.” ~ Carol particular industry. The keyword Saltzman, social media editor at Tice, Aol Jobs growth for 'social media' is really Seventeen occurring across sectors.” ~ Michael Werch, Indeed.com
  • 7. SOCIAL MEDIA CAREERS 1. Communication 2. Collaboration 3. Education 4. Entertainment All geared at supporting CONVERSATON
  • 8. SOCIAL MEDIA CAREERS • Consider the notion of branding, or “the process through which products obtain some kind of value Brand: Salience + Image
  • 9. SOCIAL MEDIA CAREERS 1. Social media is about enabling conversations among your market 2. You cannot (should not?) control conversations, but you can influence them 3. Influence is the bedrock of an “economically- viable” relationship (think social capital)
  • 10. SOCIAL MEDIA AND YOU • boyd (2007) and Public Appearance
  • 11. SOCIAL MEDIA AND YOU • boyd (2007) and Public boyd’s tips: Appearances 1. Create a public Internet identity – How do we keep folks out? 2. Say NO! to Facebook’s public search option – Can we keep folks out? 3. Expect unexpected audiences 4. Write blog comments as though you’re writing your own blog – Do we want to keep folks 5. Treat video and audio just like text out?
  • 12. SOCIAL MEDIA AND YOU • Social media is a shared space of technologies for connection • Data is not stolen, it is shared (often whether you know it or not)
  • 13. MORE QUESTIONS? Nicholas David Bowman, PhD
  • 14. REFERENCES • Carter, T. (December 5, 2012). Is social media marketing a game or serious business? Business2Community.com. Retrieved from: http://www.business2community.com/social-media/is-social-media-marketing-a-game-or-serious- business-0349793 • Donath, J., & boyd, d. (2004). Public displays of connection. BT Technology Journal, 22(4), 71-82. • Grant, A. (2010, December 28). Rise in social media jobs means opportunity. US News and World Report. Retrieved from: http://money.usnews.com/money/careers/articles/2010/12/28/rise-in-social-media-jobs-means- opportunity-for-job-seekers • Her Campus (2012, September 17). A guide to careers in social media. USA Today – College. Retrieved from: http://www.usatodayeducate.com/staging/index.php/career/a-guide-to-careers-in-social-media • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenge and opportunities of Social Media. Business Horizons, 53, 59-68. • Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54, 241-251. • Safko, L. & Brake, D. K. (2009). The social media bible. Hoboken, NJ: Wiley & Sons. • Tice, C. (2010, May 2). Emerging social media jobs. Aol Jobs. Retrieved from: http://jobs.aol.com/articles/2010/05/02/social-media-jobs/

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