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Re-interpreting the Social Media Dream

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Corinne Weisgerber
Corinne Weisgerber

Illusions of Empowerment: Re-interpreting the Social Media Dream. Paper presented to the Human Communication and Technology Division/Critical & Cultural Studies Division at the 2010 Annual Convention of the National Communication Association.

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Illusions of Empowerment Re-interpreting the Social Media Dream Can an yone hear m e? Corinne Weisgerber, Ph.D. Associate Professor of Communication St. Edward’s University, Austin, Texas corinnew@stedwards.edu Twitter: @corinnew
The Social Media Hero Story Dave Carroll vs. United
The Social Media Hero Story Vincent Ferrari vs. AOL
Dell Hell Story Jeff Jarvis vs. DELL
184 Million Blogs
Re-interpreting the Social Media Dream
72 hours of Videos every Minute
400 Million Tweets Sent each Day
Voice Paradox the more people become empowered and claim their voices through social media participation, the more drowned out individual voices become
Voice Paradox the more people become empowered and claim their voices through social media participation, the more drowned out individual voices become
.3% Reach More than 10,000 Views in one month 65%: 50 views
You have better odds playing the lottery than of becoming a viral video sensation
Visibility Work
Re-interpreting the Social Media Dream
Google Search: Uses algorithm to determine results Google PageRank: interprets a link from page A to page B as a vote, by page A, for page B. Looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important".
Black Hat SEO Organic SEO • deceptive • legitimate • link schemes • optimize keywords • JC Penney example • optimize titles & tags • optimize meta tags • attract links with good web content
“ The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ” - New York Times
“ The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ” - New York Times
Optimizing blogs 1. Narrow your topic 2. Identify keywords 3. Integrate keywords into: •titles/headlines •meta tags •blog tags
Engagement Work Two-way communication
1. Narrow your topic 2. Identify keywords visibility work 3. Integrate keywords into: • titles/headlines • meta tags • blog tags 4. Attract links by: engagement • publishing frequently work • publishing valuable info • actively engaging others
HURDLES to social media empowerment • growing competition in an attention-economy • slim odds of standing out amidst millions of competing voices • specialized technical knowledge required to achieve visibility • time demands of visibility and engagement work
A New DIGI Tal DIV IDE
A New DIGI Growing gap between social Tal DIV IDE media power users and social media dabblers
Credits: Corinne Weisgerber, Ph.D. Associate Prof. of Communication St. Edward’s University @corinnew Copy of this paper: http://socialmediaprclass.pbworks.com/w/file/ 64603833/Empowerment.pdf

More Related Content

Re-interpreting the Social Media Dream

  • 1. Illusions of Empowerment Re-interpreting the Social Media Dream Can an yone hear m e? Corinne Weisgerber, Ph.D. Associate Professor of Communication St. Edward’s University, Austin, Texas corinnew@stedwards.edu Twitter: @corinnew
  • 2. The Social Media Hero Story Dave Carroll vs. United
  • 3. The Social Media Hero Story Vincent Ferrari vs. AOL
  • 4. Dell Hell Story Jeff Jarvis vs. DELL
  • 7. 72 hours of Videos every Minute
  • 9. Voice Paradox the more people become empowered and claim their voices through social media participation, the more drowned out individual voices become
  • 10. Voice Paradox the more people become empowered and claim their voices through social media participation, the more drowned out individual voices become
  • 11. .3% Reach More than 10,000 Views in one month 65%: 50 views
  • 12. You have better odds playing the lottery than of becoming a viral video sensation
  • 15. Google Search: Uses algorithm to determine results Google PageRank: interprets a link from page A to page B as a vote, by page A, for page B. Looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important".
  • 16. Black Hat SEO Organic SEO • deceptive • legitimate • link schemes • optimize keywords • JC Penney example • optimize titles & tags • optimize meta tags • attract links with good web content
  • 17. “ The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ” - New York Times
  • 18. “ The penalty for getting caught is a pair of virtual concrete shoes: the company sinks in Google’s results ” - New York Times
  • 19. Optimizing blogs 1. Narrow your topic 2. Identify keywords 3. Integrate keywords into: •titles/headlines •meta tags •blog tags
  • 20. Engagement Work Two-way communication
  • 21. 1. Narrow your topic 2. Identify keywords visibility work 3. Integrate keywords into: • titles/headlines • meta tags • blog tags 4. Attract links by: engagement • publishing frequently work • publishing valuable info • actively engaging others
  • 22. HURDLES to social media empowerment • growing competition in an attention-economy • slim odds of standing out amidst millions of competing voices • specialized technical knowledge required to achieve visibility • time demands of visibility and engagement work
  • 24. A New DIGI Growing gap between social Tal DIV IDE media power users and social media dabblers
  • 25. Credits: Corinne Weisgerber, Ph.D. Associate Prof. of Communication St. Edward’s University @corinnew Copy of this paper: http://socialmediaprclass.pbworks.com/w/file/ 64603833/Empowerment.pdf