(webinar 1)

Lauma Katkovska

First all before this course I did not think about social media role in daily life so much. After looking at history I understood, that not only birth of internet, which was born in 1969 for military reasons, is start of social media, but also postal service, telephones and radio before. Of course social media boom started in 1990s and it was developing really fast. Beginning of 21 century there were created many websites and networks. Even now is developing, and maybe after few months or years there will be new concept of internet service. First internet, before 1999 was web 1.0 in which you could only read, after web 2.0 was web in which you could not only read, but also write and participate in it and web 3.0 is web in which you can read, write, participate and also execute.

Media is all around us. It is television, newspapers, magazines, movies, brands, telephone, apps, internet etc. Media is things that say some information about world.

Mass media is communication process where with the technical means (printed media, radio, cinema, television, etc.) to numerically large deconcentrated audiences has given information to influence people’s judgment, opinion and action.

Digital media are any media that are encoded in a machine-readable format. Digital media can be created, viewed, distributed, modified and preserved on computers.[1]

Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration. Websites and applications dedicated to forums, microblogging, social networking , social bookmarking, social curation, and wikis are among the different types of social media.[2]

Social networking is the practice of expanding the number of one’s business and/or social contacts by making connections through individuals.[3]


Social Media

Two-way conversation

Open system


One-on-one marketing

About you

Brand and User-generated Content

Authentic content

FREE platform

Metric: Engagement

Actors: Users/ Influencers

Community decision-making

Unstructured communication

Real time creation

Bottom-up strategy

Informal language

Active involvement

Traditional Media

One-way conversation

Closed system


Mass marketing

About ME

Professional content

Polished content

Paid platform

Metric: Reach/ frequency

Actors/ Celebrities

Economic decision-making

Controlled communication

Pre-produced/ scheduled

Top-down strategy

Formal language

Passive involvement





After I looked to social media landscape I realized that I recognize only 20 to 30 percentage of all. I recognize Facebook, twitter, WhatsApp, messenger, snapchat, Viber, skype, Instagram, swarm, foursquare, YouTube, WordPress, Spotify, Vkontakte and Wikipedia. But personally I use only some of them. Very often Facebook, WhatsApp, messenger, snapchat, Instagram, YouTube. Then I have accounts on twitter and swarm but almost don’t use them, but skype and Wikipedia I use when I need them, but others I don’t use at all and I don’t have there accounts.

Edelman delivers the best in communications strategy to our clients so they can reach their business and communication goals. This is a new era of public engagement pulling information from a variety of sources, experts and networks. Consumers demand a dialogue, and expect an empowered role with the brands they interact with, and the communities they touch.[5] Edelman trust barometer shows that online search result is more trusted than journalists. Almost half of all information public globally now trust social media sites as source of generally news of information. And while owned media is now almost as trusted as social media. Peoples trust in business has decline since last year. Today’s reality is that majority of people in majority of countries do not trust business. In fact, 80%, distrust business, government or both. When people trust companies they are more likely to buy and pay more for their products, recommend them defend them. Also there are 4 key factors that affect trust in business – industry sector, country of origin, enterprise type and leadership. And for the first time technology related industry sectors have declined. When I was searching for Latvia and Belgium in this trust barometer, I couldn’t find, there were only biggest countries in list, but when I search for them in searcher I found only 4 results in which was mentioned Latvia and 39 results in which was mentioned Belgium.

European Communication Monitor:

Communicators recognize important trends, but still is challenge to implement them in their daily work. Every third communicator confirms that traditional firms of collaboration like advertising and media are losing importance. Also today many organizations are just spreading the words, but are not listening. Just only 50% use listening strategies to monitoring public opinion or integrating stakeholder’s feedback. Only 55% try to demonstrate the economic impact of communication. Even then creating intangible or tangible assets might be rushed promised. Only 36% off communication departments have instruments to measure results. Many organization spend time and money on evaluating communication, but many still focus on media and channels. But leveraging the power of data for managing communication is key challenge for professionals across the Europe.

Asia-Pacific Communication Monitor:

Approaching mass media to get coverage will gain even more importance. Producing own media are also seen as increasingly relevant. Only 1/3 of respondents believes in rise of advertising and media sponsoring. Only half of communicators see traditional printing media being important in future. Communication professionals still need to develop their skills in digital and social media. Less than half of respondents know how to set up social media platform, manage online communities or start a dialogue with stakeholders on web. Biggest challenges with Asia-Pacific Communication Monitor meets is coping with digital revolution, linking business strategy and communication and building and maintaining trust.

Greenpeace vs Nestle

Nestlé, maker of Kit Kat, uses palm oil from companies that are trashing Indonesian rain forests, threatening the livelihoods of local people and pushing orangutans towards extinction.

Nestlé asked YouTube to remove the clip citing copyright concerns.

Nestlé recently undertook a detailed review of its supply chain to establish the source of its palm oil supplies and we have made a commitment to using only ‘Certified Sustainable Palm Oil’ by 2015, when sufficient quantities should be available.”[6]

If Nestle was lying, that they did not buy this palm oil from Sinar Mas group, it could damage their image.

Digital devide

Digital devide is equality between groups to access, knowledge and use of information and communication technologies. All 3 are necessary to level technology playing field. This technology can include telephone, television, personal computers and internet.


Long tail is about how nowadays economy and culture is moving from mass markets to countless online shops. Birth of internet and fast its development allowed consumers find and buy those products, so in future people will not go to shops, but will buy everything online. But this could cause also another problems, for example, huge unemployment rate.

Cult of the amateur 

Author of this book Andrew Keen is saying that in 21st century amateurs are replacing professionals in their field. Information founded on the internet is unreliable and also entertainment what it gives is inadequate. Also author is saying that social media shows that information which could reach more readers and quite often is not correct, but cut out of the context. And also he is saying that blogs are collectively corrupting and confusing popular opinion about everything from politics, to commerce, to arts and culture.

Technological determinism

In this videos they are saying that yes, computers can ruining our lives, but we still have ability to make a choices. Internet is meant to be to save our precious time when we don’t have it, not to use it useless. Also people want to build and create thing which could help them develop themselves, for instance to be more effective at goals that they want to achieve.

Net delusion

But The Net Delusion is considerably more than an assault on political rhetoric; for, it argues, behind many of the fine words recently spoken in praise of technology lies a combination of utopianism and ignorance that grossly misrepresents the internet’s political role and potentials. Unless we are very careful, he suggests, the democratizing power of new media will in fact bring not democracy and freedom, but the entrenchment of authoritarian regimes.



(webinar 2)

On Google Alert, you can find new results on a topic that interests you. For example, you could get updates about a product you like, find out when people post something about you on the web, or keep up with news stories.

About my university I found information which was relates with student and lector work and achievements and also about events which will take a place in my university or events in which some students or lectors will participate.


Alexa focus exclusively on delivering the richest and most meaningful analytics tools for customers. Their obsession is to empower customers through compelling and actionable insights that drive measurable results for their business.[7]

LikeAlyzer helps you to measure and analyze the potential and effectiveness of your Facebook Pages. It allows you to monitor, compare and explore all the possibilities of your Facebook Page by evaluating your activity to ensure your success on the most popular social network in the world – Facebook.[8]


Since 2012 until 2014 every year adults start more use all social media platforms, but in general young generation lot more use Facebook and Twitter, but adults more prefer  Instagram, Tumblr and Pinterest, but in future this could change.


Hootsuite is a social media management system for brand management created by Ryan Holmes in 2008. The system’s user interface takes the form of a dashboard, and supports social network integrations for Twitter, Facebook, LinkedIn, Google+, Foursquare, MySpace, WordPress, TrendSpottr and Mixi[9]

Buffer is a software application designed to manage social networks, by providing the means for a user to schedule posts to Twitter, Facebook and Linkedin.


SocialOomph.com is a service that provides free and paid productivity enhancement services for social media users. It is a Canadian company, operating as a division of 3827992 Canada Inc., and they have been in business since April 2008. Formerly they were known as TweetLater.com, with a focus on productivity solutions for users of Twitter.com. In August 2009 they broadened our scope to the users of other social networking services and they changed our name to SocialOomph.com to reflect the new scope. [10]

[1] https://en.wikipedia.org/wiki/Digital_media

[2] http://whatis.techtarget.com/definition/social-media

[3] http://whatis.techtarget.com/definition/social-networking

[4] https://www.hausmanmarketingletter.com/16-differences-between-social-media-and-traditional-media/

[5] http://www.edelman.com/what-we-do/

[6] http://edition.cnn.com/2010/WORLD/asiapcf/03/19/indonesia.rainforests.orangutan.nestle/

[7] http://www.alexa.com/about?ax_atid=1328bf9c-448b-444f-ba6d-3a120bba5e90

[8] http://likealyzer.com/

[9] https://en.wikipedia.org/wiki/Hootsuite

[10] https://www.socialoomph.com/about