Webinar 1


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

Today, the Web is a constantly expanding universe, made up of pages and Web applications that are full of videos, photos and interactive content. All this is possible thanks to the interaction between web technologies and browsers.

For me, the evolution of internet and of the social media are very fast. Since 1969 to nowadays, so much things have changed.

The Internet has revolutionized the world of computers and communications like nothing else before. The invention of the telegraph, telephone, radio and computer set the stage for this unprecedented integration of capabilities. The Internet is both a diffusivity in the world, an information distribution mechanism and a means of collaboration and interaction between individuals and their computers regardless of the geographic location. The internet is one of the most successful examples of the benefits of investment and sustained engagement in research and development of the IT infrastructure.

Social networks have moved slowly in our daily lives, upsetting the methods of communication and information sharing. These social platforms continue to evolve, offering ever more new features and tilting simple interaction platforms to critical business tools.

Some social networks seem now so embedded in our internet landscape it may seem impossible to see disappear.

To study the evolution of networks, we can try to follow the figures of numbers of users, but it is difficult to be certain of reliability. Another indicator that I find interesting is the number of searches done on the search engine n°1, showing the interest of users for either network.

Google just gives us a very interesting tool with Trends. This must be considered with caution, but I think some trends can be observed with these graphics.



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

Media and mass-media :

The media refers to any means of dissemination:

-Direct (such as language, writing, poster);

-Or by a technical device (such as radio, television, film, Internet)

enabling communication or unilaterally (message transmission) or multi-laterally by an exchange of information.

Within this set, the expression mass media characterizes a large subset: the media who have gained widespread dissemination to rapidly respond to a request for information of a wide audience, complemented in many cases by a distraction request. Most say media companies employ journalists and entertainment leaders. They collect initially information from information sources, ensuring their protection of sources of information, allowing them to gain a hearing, and value, in a second time, their audience by selling advertising space. Next to this dominant model, shopping channel and periodic only broadcasting ads and commercials are also considered media.

Digital media:

Digital media is the use of the web, social media and mobile terminals, such as broadcast channels, sharing and creating information.

Digital media is a new discipline of communication, which means all actions to disseminate messages through digital media, web, social media, mobile or otherwise. The Communication on digital media is different from traditional communication by its constant evolution in terms of uses and technologies.


The convergence of media, TV, books, radio and mobile phone. The consumption of digital information is growing out of the original media (eg radio is listened to a podcast, television shows are seen in VOD on the net, etc.)

Mobility: mobile communication (smartphone, tablet …) is an important aspect of digital communication. With over 95% of the world population with mobile phone in 2014], the digital communication is oriented increasingly towards mobility. The specific features of geolocation and personalization of information but also the ergonomics are important issues related to mobile communication.

Digital communication has been democratized, it can be used by companies, individuals, communities, public figures etc.


Social media:


Social media: these are the main digital communications tools, they are likely to reach a large audience. In most areas of activities, organizations have developed their presence on key social media (Facebook, Twitter, YouTube …)

The social media technologies take different forms such as blogs, professional social networks, enterprise social networks, forums, microblogs, sharing photos, magazine products / services, social bookmarking, game company, social networks, video sharing and virtual worlds.


Social Network:

Website that allows users to create a personal page to share and exchange information, photos or videos with their community of friends and knowledge network.

Social network, it is supposed to be smaller circle of people with interests in common.


A social network allows users to articulate and make visible their social networks whether for new connections or maintain existing links.


Some websites may evolve and cover several objectives. For example, although Facebook is initially used for its matchmaking features, many members also share content. In addition, Twitter, well than originally defined as a digital social network content, is increasingly seen as a digital social network contact, network functionality taking a growing place in the uses (interpersonal contact, conversations).

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)?

According to Social Media Landscape 2015 I can say, I recognize about 27 of these platforms:

Instagram, YouTube, Myspace, Twitter, Facebook, Snapchat, WhatsApp, Tinder, Badoo, Viber, Soundcloud, Dailymotion, Spotify, Deezer, Viadeo, LinkedIn, Pinterest, WordPress, Wikipedia, Vimeo, Overblog, Messenger, Xing, BlackBery Messenger, Yammer, Kik.

But in truth, I’m using only 7 of them.

The most I use are YouTube, Dailymotion, Soundcloud because I’m a DJ in France and I’m using this platforms to communicate and to post my song, Facebook, Snapchat, WhatsApp, and Viber to keep in touch with my friends and my family.

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?

The Edelman is the world’s largest independent company of Public Relation, with offices in 60 cities and 4000 employees all over the world. Annually, the company makes a list, the “Edelman trust barometer”, that shows the countries with the greater willingness to trust new business innovations. The results are obtained by questionnaires.

Most trusted content creators are friends and family. NGO´s trusting was growing in year 2015 in comparison with 2014, business was falling, media was falling for informed public and for general it was growing, government trusting was falling.

Nearly 2/3 of countries are now distrusters among the General Online Population.

I am French, for France, the result is 52% in 2015, and that means a trust increase of +6%.

France take part of the neutral part of the barometer.

But for the General population France is located in distrusters with 38%.

I don’t find the result for Belgium.

But I find that is the companies and businesses who are trust the most, with the family.

That means for the communicators that the communication for the company are more and more important.

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 :

There is 2200 comunicators from 41 countries.

There is a decline of mass media effect.

But there is 61 % strategic partnerships with mass media and this is a big rise.

By the way, advertising media sponsoring losing importance and for the future, there will be more coproduced contents and joint services.

In the European communication monitor, the communication includes “spreading the words”.

78% have established the messaging strategies to reach out the stakeholders

There is apositive effect of reputation, brands and organizational culture

The power of data for managing communication is a key challenge for professionals across Europe.

Furthermore, 55% try to demonstrate the economic impact of communication.

Almost of the organizations use money and channels for communicate with the public.

Excellent communication departments are better at using measurement insights.

Asia-Pacific Communication Monitor:

There is 1200 communication professionals from 23 countries in Asia-Pacific.

They are using earned media as 73%, owned media as 56% and pay media as 35%.

They are continue to develop the social media skills.

The most important issues are coping with the digital revolution as 53%, linking business strategy and communication as 41% and building and maintaining trust as 31%.

For us, there is a positive effect of reputation, brands and organizational culture.

In question of the job satisfaction, most of them are satisfied with 66% because of the interesting tasks. There is also an excellent communication departments and they focus on measurement and social media.

The biggest challenges communications are facing is the difference between European and Asia-Pacific. It is mean that they are the same type of communication but different view of the future about communication.

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

Nestlé group used for some products such as Kit Kat, food and materials through deforestation for palm oil.
In a video has almost become viral on YouTube, Nestle almost clearly shows this.
Greenpeace is aware of this and accused Nestle of obtaining oil from Sinar Mas shovel, an Indonesian supplier who was acting unsustainably.


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 show us the different approaches of the internet concept.

Digital divide imply the access to technology and knowledge/skills of how to use it.

Generational or rather cultural digital divide is a strong split in society about the uses of the Internet. This fracture is due to the fact that the new generation was born with the Internet. They are called “digital native” (or “digital native” in English), while the older generation is called “digital immigrant”.
Generational digital divide can also be called digital divide or the other new digital divide as opposed to the geographical and social digital divide that concerned the Internet and not its uses.

Simply put digital divide is the inequality between groups to ACCESS, KNOWLEDGE and USE of information and communication technologies. The divide can refer to the technology inequality within a country, based on factors like age, education, race, income and gender. It is also commonly used to describe global disparities between developed and developing countries.

In the video “Technology’s long tail” in a TED talk, Chris Anderson is talking how the time is related with the technology.

Andrew Keen, the author of “the Cult of the Amateur” shares his point of view about the amateur online users that in his opinion are killing the culture and the entertainment.

In his book, Free! Enter the economy of the Free, Chris Anderson highlights the reports that have generations according to Internet. While the older generation is wary of anything that is free, the new generation used without asking any question. Among other examples, Chris Anderson uses surveys age groups of readers and contributors to Wikipedia.


The digital divide is also the disparity of access to information technologies, including the Internet. It sometimes covers the gap between the “info-info-transmitters and receivers.” 1 This disparity is strongly marked on the one hand between rich and poor countries on the other hand, between the dense urban areas and rural areas. It is also within the medium-density areas.


  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 didn’t find nothing inside these web-site:

LikeALyzer / Marketing Grader / TweetReach /Tailwind / Klout / Topsy


This platform is used to tell if a website is often visited by whom, why?

The global rank for the website of my university in France called IUT DE NICE is 35 852 and the rank in France is 2000.

Also the percent of visitors for France is 43,3%.

The Bounce rate is 50,40%, daily Pageviews per visitors is 3,20 and the daily time on site is 3:34.

LikeAlyzer : This platform is used to know how many times a Facebook page are visited, by whom.

Marketing Grader : This is a platform where you enter your website address and the platform will work up a full report on how you’re doing with your marketing online.

TweetReach : this is a platform to know the importance of your Twitter account and its scope.

On TweetReach:

  • 25 174 likes on Facebook
  • 61 is the Like Rank


Tailwind : it is a platform to know how to deal with Pinterest and Instagram to succeed in your communication.


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

Regarding the most active age groups in social media platforms are:

  • 81 % of 13-18 age
  • 89% of 18-29 age
  • 78 % of 30-49 age
  • 60% of 50-64 age
  • 43 of more than 65 age


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


Hootsuit : involvement, listening, collaboration, analytics, security, app

HootSuite is a social media management tool created by Ryan Holmes in 2008. It takes the form of a dashboard and integrates the flow of social networks like Facebook, Twitter, LinkedIn, Google+, Foursquare, Mixi, MySpace, Ping and WordPress.

In January 2012, HootSuite had three million users and seven hundred million messages sent from its platform.

HootSuite is mainly used by companies for the online management of their brands, as well as to send messages on the microblogging service Twitter. It offers a dashboard that allows users to be aware in real time of the activity of their accounts on social networks. It allows among others to reduce the links in messages submitted through him through service “ow.ly” and schedule posting messages when desired.


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.

Buffer allows users to schedule posts sent through the application to the user’s social media accounts. This feature can schedule and send posts to Twitter, Facebook, LinkedIn, App.net and Google+. There are various default timeslots in the application, which are based on the times during the day when social media users are most active online. However, Buffer does allow its users to mend or remove the default timeslots if they wish to do so The free version of the application allows a maximum limit of 10 posts to be scheduled at any given time, and only allows the management of one social media account per social media website. Buffer also contains features that give post suggestions to users, and gives information on the number of clicks, retweets, likes, favorites, mentions and potential views each post has, which is based on the number of feeds that single feed would show up on.



With Mention, you can :

-talk to all your references wisely. Twitter, repost, share a laudatory article on Twitter and Facebook. For each statement, choose the most appropriate action.

-Generate PDF reports with details of your entries by sources, languages, over periods of time data. Compare your alerts them and export CSV data for rework.

-Create your team, share your alerts and assign tasks to your employees: Ask your community manager to reply to a tweet, tell your marketing director to comment a blog post. Follow the actions of each.


Social Oomph :

SocialOomph.com is a service that provides free and paid productivity enhancement services for social media users.

It I a platform to boost your social media productivity -Twitter, Facebook (profiles, pages, and groups), LinkedIn (profiles, groups, and company pages), RSS feeds, blogs, Plurk, and App.net.

With easily schedule updates, you can find quality people to follow, and monitor social media activity.

If you are only interested in automating your Twitter marketing, the Twitter Unlimited functionality may suit you.  With this option, you don’t get access to any other social networks, so it is most suitable for people who want to focus all their energy on Twitter.

The functionality available for Twitter Unlimited can be broken down as follows:

  • Posting –  You can post content, schedule content,  upload content to be posted, send tweets via email,  enable short URLs and purge any DMs in your account.
  • Following – You can automatically follow people people and automatically send a DM (not advisable).
  • Monitoring –  You can monitor tweets related to channels that SocialOomph automatically sets up, e.g. tweets from celebrities, musicians etc. (This isn’t very useful, though with the professional edition you can set up your own monitoring).  You can get an email with a summary of any tweets related to specific keywords,  monitor your retweets or mentions and view statistics on your account related to any short URLs you have shared, or items such as follower count.

Sprout Social :

Sprout Social is a social media management and engagement platform for businesses. Sprout enables social communication for business through three main functions: publishing, engagement and analytics. Sprout provides solutions for social media marketing, social media management, social customer service and social media analytics. Sprout’s platform offers users the ability to integrate with Twitter, Facebook, LinkedIn, Instagram, Google+, Zendesk and UserVoice.

Sprout Social’s web-based application provides users the ability to manage their social profiles from a single interface.