Social Media 
Strategies
Jennifer M Jones
School of Creative  and  Cultural Industries
email@jennifermjones.net | @jennifermjones | http://jennifr.net
Web 2.0 and Beyond
Social Media
Pervasive Media
Augmented Reality
Activity 1:
Five Years Ago: 
Web as a platform
Harnessing collective intelligence 
Data is the new "Intel Inside"
End of Software Release Cycle
Lightweight programming models
Rich User Experiences
(O'Reilly Media, 2004)
M, Wesch, "The Machine is Us/ing Us, 2007)
Ways you can use Social Media
Levels of 
Engagement
When Social
Media goes 
wrong...
Social Media
Case Studies
A brief history...
Research
Display
Collaborate
Promote
Listen
Reflect
Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented  by virtual computer-generated imagery. It is related to a more general concept called mediated reality in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality.
"Pervasive Media is basically any experience that uses sensors and/or
mobile/wireless networks to bring you content (film, music, images, a
game…) that’s sensitive to your situation – which could be where you
are, how you feel, or who you are with. Oyster Cards are a simple
pervasive device: so are audio guides at tourist attractions, which can
give you extra information according to where you are and which bits
you’ve been to already. (from Perversive Media Studio, Bristol)
Subtle Mob, 2009
http://bit.ly/b1uk0L
Adoption (Low Engagement)
Bookmarking
Tagging
Adding to Groups

Collaborative Filtering
(Medium Engagement)
Voting
Commenting
Endorsing
Favouriting
Content Creation 
(High Engagement)
Upload (User Generated Content)
      Blogging
      Community Participation
      "Mash ups"
      Podcasting
      Video-Blogging
Social (Highest Engagement)
Adding Friends
Networking
Creating and Maintaining an
Online Community
Your Social 
Media Strategy
Attention
Integrity
Trust
Hijacking
Tags

Low/
Medium
Tackling Plagiarism
You are what you tweet...
Tricking a 
community?
Choosing 
the Tools
Recap:
Web 2.0 (or Social Media) provides a "end-user" experience- removing the need for technical expertise in order to use 
the platforms.
Although the platforms are designed to be simple to use, there are many different ways in which you may encounter them during day to day work practice.
In order to communicate effectively, you must consider the different levels of engagement and what you would like to  achieve.
Online communications (especially using social media) rely on trust, respect and intergrity - just like the offline world!
Define your Objectives
"I want to sell my prints online."
"I want to put on a screen play."
"I would like feedback on my business proposal."
"I would like to make my online presence 
more relevant to my career."
Make it SMART
Specific
Measurable
Attainable
Realistic 
Time-based
Identify the Audience
Customers?
Collaborators?
Stakeholders?
All of the above?
Intergrate 
How does social media fit into your current work practice?

How much time can you afford to pursue your strategy?

Is there anything you can do offline to improve your time online?


Change your outlook
Fear of failure
Doesn't happen over night
Privacy concerns
Losing control of your identity
Negative comments
Waste of time.
Measurement
Keeping archives of 
social media outputs
Reflecting on insights
Have you achieved your
SMART targets?
Listen
Engage
Content
Buzz
Network
Conclusions
University of the West of Scotland
2 years ago
Any tool or service that uses the internet to 
facilitate conversations.


True North Media House
W2 Media and Culture House
Objectives:
   1. Create a resource facility for international media creators to create, and publish content in an inexpensive, collaborate environment


   2. Offer a platform for lesser-known & disabled athletes, cultural performers and community groups to spread their messages   
3. Provide information about IOC and VANOC IP regulations as well as civil liberties regarding self expression and access to public spaces   
4. Demonstrate Vancouver as a new media innovator and entrepreneurial hub 
  5. Show/explore/document best practices of social media creation at a global event to pass along to other organizers (i.e. London 2012, Sochi 2014)

PhD Candidate at the
University of the West of Scotland
Working on research around 
Social Media and the Olympic
Games.
Part time tutor - specialising in New Media 
Theory and Digital Media
Researcher - specialising in emerging technologies
and collecting and archiving social media outputs 
Web 1.0 (1998-2003)
The definition of Web 1.0 completely 
depends upon the definition of Web 2.0.
Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations betweenauthors, people, and peers.
There is no one way to use social media.
There are different of activities, level of engagement and tools to consider when using social media.
You do not need to use them all - but it helps to be aware of them.
Set your own
objectives.
Reflect on those objectives.
Don't be scared to experiment.
Pick a project.
What are the successes?
What are the challenges?
Watch, listen and ask others to give you feedback.
Keep going.
Thanks!
http://www.jennifr.net/ 
@jennifermjones / 
email@jennifermjones.net