This document summarizes a guest lecture about social media. It begins by defining social media as internet-based applications that allow users to generate and share content. It then discusses some common careers in social media such as communication, collaboration, education, and entertainment. The lecture emphasizes that social media is about enabling conversations among users and influencing conversations rather than controlling them. It ends by noting some tips for maintaining privacy and appropriate self-presentation online from danah boyd's research on public appearances.

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

5. SOCIAL MEDIA, WHAT IS IT?

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/