– Webinar log 1: Social Media Landscape –

Question 1 : Check slides 10-13 on the history of the internet and evolution of social media. What do you learn from them ?

The internet is not very older, but my observation for the evolution is that internet was growing rapidly thanks to technology. The first browser was Mosaic (1993), internet explorer appears in the middle of 1995. The number of internet users was about 100 million of user in 1996, 1.5 billion in 2006, approximately 2.3 billion in 2011. Meaning that in five years, internet users was doubled. Apparition of email in 1966 begin social media’s era (you can interact with other). I observe also that some social networking was created on a certain date but have success later, such as Facebook. The social networking was created in 2003 but have a real success in 2008.

The web has grown, today, we cannot live without connection. Have information in one minute, communicate with friends thanks to social networking… is very important and it’s become habits in our lives.

Question 2 : Define the following terms : media, mass-media, digital media, social media and social networking ? What are the differences and similarities between them ?

Media = is the plural of “medium”, indeed, “media” represents a communication tool. The goal of media is to diffuse information. There are two kinds of media, mass-media and digital media.

Mass-media = represents press, television and radio. There are several basic criteria such as : firstly, communication is about from one to many. Secondly, it’s unidirectional communication (the recipient of information cannot become the Communicator). Thirdly, information is undifferentiated (everybody have the same at the same moment).

Digital media = Communicators uses computer, informatics, NTIC as support of communication.

Social media = There is the word “media” it’s the same thing, social media is considerate as communication tool. But there is a distinction with the word “social”. Indeed, Communicator is at the same time, diffuser and recipient.

Social networking = are based on the web. Allows people to have one account (private or public), have some friends (interact each other), and see information about their friends thanks to the system. For example, Facebook, Twitter, Instagram are social networking.

Question 3 : Social media landscape 2015 – how many platforms do you recognise vs how many platforms do you actively use (and by that I mean to upload content) ?

I recognise 26 platforms and I actively use ten of them.

Question 4 : Check the Edelman Trust Barometer 2015 results. Find the results for your country of origin, Belgium and the worldwide results. What do you observe ? Who is trusted the most (businesses, NGOs, media and/or government) ? What does this mean for communicators ?

Edelman Trust Barometer says about my home country (France) that trust increases +6 points between 2014 and 2015. France is neutral.

In average, during the year of 2015, there was an increase of distrusters (2/3 of countries).

NGOs is trusted the most (63 %), followed by business (57 %), at the 3rd rank medias (51 %) and the last is government (48 %). For communicators, that means that people trust more in NGOs communication than government communication.

Question 5 : Check out the video summaries for the European Communication Monitor and the Asia-Pacific Communication Monitor. What are the biggest challenges communicators are facing ?

European Communication Monitor : the best challenge is the decline of mass media who affects strategic communication practice. Some communicators have to spreading to the world and listening feedback. But some of them apply only the first aspect (spreading). The power of date is the key to achieved challenge.

Asia-Pacific Communication Monitor : The power of smartphone is very important, connected everywhere. Social media skills allow the dialogues between users. 80 % thinks that internet have positive effects. In general, there is a job satisfaction about internet.

Europe has 2 200 communicators (in 41 countries) whereas Asia-Pacific who has 1 200 communicators (in 23 countries). We see that it’s more developed in Europe than in Asia-Pacific. Opinion depends of the localisation and utilisation.

Question 6 : Check out the Greenpeace vs Nestle case study (see slide 38). What did Nestle do wrong ?

As we know Greenpeace is involved of environmental issues, and attack Nestlé who don’t have ecological practices. Greenpeace’s attacks were on Facebook, on the page of Nestlé company. But Nestlé do nothing, they just delete comments. As we know, today it’s possible for fight against criticism to develop some coordinated attacks (prepare arguments and answers).

Question 7 : Watch the videos in the “assumptions” section (slides 42-51) on the digital divide, long tail, cult of the amateur, technological determinism and net delusion. Summarize the main point of the video. Write up in a short paragraph what (as a communicator/ marketer) you learn from them.

These videos can show the debate around the internet, there are different points of views, some inequalities. Indeed, even if the internet was a revolution at the time, today, internet is considering as dangerous. Meaning that internet can destructed our freedom. There exist several problems. Firstly, some people have “the cult of the amateur” they think and communicate such as professionals, but NOT, they cannot. Today, when you see information we have to take in account that sources of this information will be fake. Secondly, we can see the destruction of DVD economy, due to streaming. Furthermore, the access of the internet and social media is unequal. There is a really difference between develop countries and undeveloped countries.


– Webinar log 2 : Social Media Strategy Fundamentals  –

Question 1 : Familiarise yourself with the platforms mentioned on slide 10. Use the example of your home university to explore their use. What are the platforms for? What insight do you gain about your university? Search and clarify the concepts and terms you do not know.

I use Alexa.com for analyse the website of my university in my home country.

Alexa.com give me this results : Global rank in the world (35 145) + Rank in France (2066) The major visitors of unice.fr website is French people (45.3 %) but also in Algeria, Morocco, India and Italy. Keywords are about university, “ent” (7,62 % of search traffic) is a platform to see timetable, homework. We can notice that in this period, the website is just visit by students of university.

I also use LikeAlyzer for analyse the Facebook page.

LikeAlyzer give me this results : a rank of 66 with some recommendations for optimize the page (such as manage your timing, more posts, communicate with fans). There are 25 276 likes on this page but about posts (only 166 likes in average) so, it’s not a good thing. My home university have to be more active on social networking.

Question 2 : What are the most active age groups on the most popular social media platforms – Facebook, Twitter, Instagram, Pinterest, Tumblr…

The most active group is the age between 18-29 (Young adults) on the popular social media platforms, with 89% of users.

Question 3 : Check out the features of the monitoring platforms mentioned on slide 33.

Hootsuite = it’s for professionals and companies, allow to manage social media, plan your message, public get involved and measure your return on investment (ROI), all from the dashboard of the website.

Bufferapp = Schedule your posts for later and post to all of your social networks.

Mention = People are talking about your company find them and join the conversation. Allow to never miss a conversation; Identify the influencers that matter most; React immediately from your Dashboard ; Then track and analyse your performance. Thanks to mentions you can keep your whole team in-the-know.

Social Oomph =  is a service that provides free and paid productivity enhancement services for social media users. Also called “TweetLater”.

Sprout Social = is a social media management tool created to help businesses find new customers & grow their social media presence.

By Élisa Filhol.