新闻媒体界的社会传媒商业工具盒战略SocialMedia

PassItOn–HealthCommunicationandMarketinginaNewAge4October20105%Del.icio.usTwitter*/TweetDeckFeedburnerTinyURL/SnipURLFacebook*MySpace*YouTube*Typepad/BloggerPBwiki/WetpaintLinkedInTechnoratiFlickr*GoogleStumbleUponDiggFriendFeedWikipedia*GSASocialMediaAgreementLinkUploadRetweetDeveloprelationshipsWorktogetherSetgoalsPromoteparticipationMentornovicesSetandupholdpoliciesMonitorReadBrowseSearchShareFriendRateTagReviewPostInvestorsCustomersProspectsPress/AnalystsPartnersEmployeesPotentialEmployeesInfluencersMESSAGESMESSAGESCompetitorsInvestorsCustomersProspectsPress/AnalystsPartnersEmployeesPotentialEmployeesInfluencersMESSAGESMESSAGESCompetitorsInvestorsCustomersProspectsPress/AnalystsPartnersEmployeesPotentialEmployeesInfluencersMESSAGESCompetitorsVERB(8372)CentersforDiseaseControlandPreventionFightMannequinismTheFederalVotingAssistanceProgramandAdCouncilAbovetheInfluenceOfficeofNationalDrugControlPolicy,PartnershipforADrug-FreeAmericaNationalDaytoPreventTeenPregnancyNationalCampaigntoPreventTeenPregnancy,TeenPeopleSmallStepU.SDepartmentofHealthandHumanServices,AdCouncilGirlsGoTechGirlScoutsofUSA,AdCouncilSetupawebsitewithinformationand/or'coolstuff'tointeractwithordownloadConvertthePSAsandprintmaterialintodigitalformatsPromotelikecrazythroughtraditionalmediaandtheweb(blogs,MySpace,viral,WOM)-nowit'snew!UsecellphonesandSMSasaresponsechannelPushmessagesandalertsouttoparticipantswhoopt-inatthewebsiteorthroughSMStoreceivethemMeasureresultsbyeyeballsandclickthroughsCaution:Adherencetotheseprincipleswillinsurethatyoudevelopaprogramthatusesnewmediaanddoesnotapplysocialtechnologiesthatfitintopeople’slivesandpracticesandhelpchangebehaviorsinrelevantways.“Themostfrequentlycitedbenefitoftheinternetwasinhelpingpeopletapinto[their]socialnetworks”–SusannahFox.WeactinwaysthatareconsistentwithhowwethinkaboutourselvespeoplewerespectandtrustwantustopeopleweaspiretobelikebehavepeopleweassociatewithbehaveWearesocialbeingswholookforvalidationshareexperienceswithothersactatourbestandworsewithothersTreatmentadherencePrecautionadoptionHealthinformationseekingCollectiveactionandadvocacyScreeningbehaviorsQuittingaddictivebehaviorsAdoptingnewonesSource:Watts,DJ,Dodds,PS.(2007).Influentials,networksandpublicopinionformation.JournalofConsumerResearch;34.Source:Watts,DJ,Dodds,PS.(2007).Influentials,networksandpublicopinionformation.JournalofConsumerResearch;34.BecomesacollaborativeplatformHarnessescollectiveintelligenceEnableseveryonetobeacontentcreatorProvidesgreateraccesstoknowledgeandinformationresourcesEncouragesmediamultiplexityExpandsandmanagessocialnetworks•Enhanceexistinglinkages•Developnewlinkages•Enableindigenoushelpers•Createnewnetworks•Empowerexistingones•Weavetogethernetworks•EngagecommunitiesinnewwaysChangesOurRoles‘Bridging’and‘bonding’(building,strengtheningandusingsocialconnections)AudienceBenefits:accesssocialnetworkresourcesandsolvesaproblemFocuson‘boundaryspanners’Enhancesalienceandattractivenessofthe‘outgroup’[positivedeviants]–putthepractitionersof‘new’behaviorsinalightthatattractsimitationormodeling.Buildsustainablelocalcapacities/assetsFourorfiveyearsago,weshiftedourmodeloutofthePC-relatedthings,becauseit’sprettyobviousthatthePCisthepast.PC’sover…[Now}itallgoestothecellphone.ThecellphonebecomesactuallythePCforentertainment,formicroloans,forallthoseotherthings.-SamuelPalmisano,CEOofIBM,TheWallStreetJournal14February2008Eightypercentoftheworld’spopulationnowliveswithinrangeofacellularnetwork–SaraCorbett,NYTMagazine7Apr200889%ofadultsusetheironlineprofilestokeepupwithfriends…inanincreasinglytransitoryworld,thecellphoneisbecomingtheonefixedpieceofouridentity–JanChipchase,UserAnthropologistNYTMagazine7Apr2008SegmentPopulationShareDescriptionDemographicsDigitalCollaborators8%Useinformationgadgetstocollaboratewithothersandsharetheircreativitywiththeworld56%male,late30s,well-educatedandwelloffAmbivalentNetworkers7%heavilyusemobiledevicestoconnectwithothersandentertainthemselves,buttheydon’talwayslikeitwhenthecellphonerings60%male,primarilyinlate20s,ethnicallydiverseMediaMovers7%useonlineaccesstoseekoutinformationnuggets,andthesenuggetsmaketheirwaythroughtheseusers’socialnetworksviadesktopandmobileaccess.56%male,mid-30s,manywithchildren,middleincomerangeRovingNodes9%usetheirmobiledevicestoconnectwithothersandshareinformationwiththem.56%women,late30s,well-educatedandwelloffMobileNewbies8%lackrobustaccesstotheinternet,buttheyliketheircellphones55%women,aboutage50,lowereducationalandincomelevelsSegmentPopulationShareDescriptionDemographicsDesktopVeterans13%dedicatedtowirelineaccesstodigitalinformation,andlikehowitopensupthepipelinetoinformationforthem55%men,mid-40s,well-educatedandwelloffDriftingSurfers14%lightusers–despitehavingalotofICTs–andsaytheycoulddowithoutmoderngadgetsandservices56%women,early40s,averageeducationandmiddleincomeInformationEncumbered10%feeloverwhelmedbyinformationandinadequatetotroubleshootmodernICTs66%men,early50s,averageincome,