1. Slides 10-13 on the history of the internet and the evolution of the social media. What do you learn from them?
Before 1999 the internet could be used only to read the information and the different users were passive consumers. This time could be called web 1.0 (Only Read). The moment called web 2.0 (Read-Write) take a place in the history when the users were able to participate in the web acting not only like a readers, also like a writers. Web 3.0 (Read-Write-Execute) started in the moment that you could also execute.
2. Define the terms: media, mass-media, digital media, social media and social networking?
Media: Is the space were you get the information. It could be written text, images or sounds.
Mass-media: Happens when the suppliers of the information improve the techniques to send the information becoming the media a platform to influence in a population.
Digital media: Media with an electronic format to be used.
Social media: The people use the media like a way to communicate each other mixing this area of the media with the sociology.
Social networking: Connections thought internet making personal relationships in the distance.
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 can recognise platforms like Twitter, Wikipedia, Spotify, Facebook, WhatsApp, YouTube and LinkedIn. But I really use actively only WhatsApp and YouTube. I suppose that LinkedIn will be a very useful social networking due to nowadays to find a job is a very important tool after to finish the degrees.
4. Check out the video summaries for the European Communication Monitor and the Asia-Pacific Communication Monitor. What are the biggest challenges communicators are facing?
The European Communication Monitor show the trend of the strategic communication lie the result of a big study along some years. The content of the strategies is to large gap between relevance and real use across Europe. The important of the listening in the organizations get a less important place, losing importance. The Asia-Pacific Communication Monitor get a growth of importance thanks to the mass media in their culture.
5. Check out the Greenpeace vs Nestle case study (see slide 38). What did Nestle do wrong?
The biggest problem in this case was that Nestlé was using palm oil to make KitKat, which comes from the forest of Indonesia and it is being destroyed by the human action. Greenpeace, trying to make the people to realise the size of the problem, make a video in YouTube. In the video they show the relationship between this action and the decreasing of population of orangutans in the world. Because of that situation orangutans are in a real sustainable problem. This video had a viral distribution in the web and create a reaction against Nestlé from their customers.
6. 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.
Digital divide: Equality between groups to use and known information using technical platforms like TV o Internet.
Long tail: Means the growth of the internet in the mass market and how the companies realise that internet is a basic tool to improve the sales of the company.
Cut of the amateur: Nowadays everybody is able to post in internet and the value of the information is very difficult to find because the value of the professional writers is not present. Is the same what an important journalist say than what an anonymous person write in Wikipedia. This situation create uncertainty.
Technological determinism: the technology and internet has an effect in our lifes and determine many aspects of our lifes but we still have some choices and we can work out those problems.
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.
Universidad Autónoma de Madrid is not present in the webpage of Alexa showing the level of institution due to the global ranking. It is a very useful tool to check how the interest of the people in your institution/company is.
2. What are the most active age groups on the most popular social media platforms – Facebook, Twitter, Instagram, Pinterest, Tumblr
The group of ages who have a higher use of this kind of communication channel goes from 18-29 years old with around 87% of users. But this group is followed for the people between 12-18 years old who are frequent users off this digital media.
3. Check out the features of the monitoring platforms mentioned on slide 33.
The Hootsuite social media management system for an involvement, listening, collaboration, analytics, security and app in 2008. It is able to support the interaction between other network media like LinkedIn and Google+.
Buffer app: It is made to control your social networking. Is very easy add content posting in different accounts.
SocialOomph: It is a Canadian enterprise that can be used like an important tool for the social media users.