JMS Social Media- Exam 2
Howard Dean
Ran for office in 2004 in the democratic primary First candidate use social media in the election, he discovered the internet but obama first social media presidency
Digital Millennium Copyright Act of 1998
An extension that protected the works of authors plus 70 years. For corporate authors, it is 120 years after creation or 95 years after publication, whichever comes first.
Most followed journalist on twitter
Anderson Cooper
social media threats
Audience is easily distracted Credibility can be damaged Lack of face-to-face interaction Managing time/multitasking
5 points about being social for brands (Kaplan & Hanlein)
Be active, Be interesting, Be humble, Be unprofessional (not slick), Be honest
#1 Rule of engagement
Before creating a social media campaign, make sure the brand has followers
Fair use
allows people to use copyrighted works in certain circumstances... takes into account: purpose and character of work, nature of copyrighted work, amount used in relation to the whole, and the effect of the use on the potential market or value of the work Includes transform, non-commercial, criticism and comment, parodies
attribution-shareAlike
also allows remixes or derivative works but each work must use the same license as the original
cybersecurity
be aware of hackers, anything you put online stays online
promissory character
character we are attempting to play on stage
nonverbal interactions
common on social media and are not always easy to interpret. use emojis/bitmojis/etc less in a professional setting
targeted advertising
companies collect data to provide relevant ads
appearance
defined by your public profile picture or any other public images of you
according to career builder, employers want candidates who:
demonstrate how their background information matches professional qualifications; use good communication skills; have a professional image; show creativity
Derivative work
derived from an original piece, but is altered in some way.
Digital Millennium Copyright Act
everything posted online is copyrighted.
memes and gifs
ex: Arthur's fist, ok bc it was prob primarily good publicity know your meme.com
not protected
ideas, facts, maps, recipes w only ingredients, names, fed, gov works, works in public domain, short phrases.
integrity vs reputation
integrity: who you really are, your beliefs and values. reputation: the image or impression you are giving off
Focus of Communities Online
internet /passions based health/fitness Support Professional/practice Fans
attribution
least restrictive, allows users to remix, distribute, etc.
terms of use
may cover: privacy or date collection policies; rights granted to the company regarding your content; types of information collected about the user, what is done with the information collected; what happens to your consent; how copyright or DMCA complaints are handled; and community standards/rules/
federal trade commission (FTC)
monitors how consumers present the products they review or promote on tv and online. Endorsement guides state that sponsorships must be disclosed.
attribution-noncommercial-noderivs
most restrictive, noncommercial, no remixes or derivatives works
attribution-noDerivs
no derivative works-- no changing, remixing or or tweaking the content
attribution-noncommercial-shareAlike
online noncommercial, all derivatives must have the same license
oversexualizing
oversexualizing profile pictures makes young women seem less competent and attractive to peers.
Egypt Response
police/arrests/curfew/beatings Shut down internet/mobile Targeted international journalists Silence doesn't work - partly because of social media Google exec freed, more protesters join the cause State TV begins to change Muback resigns and is imprisoned
astroturfing
posting fake positive reviews online
virtual private networks (VPN)
provide a more secure internet connection.
opportunities
Reach a wider audience Greater transparency Easier access to sources Multimedia and data visualization mobile /live reporting Establish an identity - get a job New types of jobs Reporters now receiving bonuses for more views on their articles
#2 Rule of engagement
Run it by a focus group Customer service- answering questions, interactions, usually use bots now. Social good- promoting causes, environment.
Safe Harbor Protection
Section 512 of DMCA: Protects service providers from being held liable for what their users and consumers post. Exempts internet access providers such as AT&T, comcast, and time warner.
U.S. Copyright Office- 1897
Separate federal department within the library of congress and is responsible for enforcing copyright laws and registering copyright titles and licenses.
social capital
Social gratifications people receive from interacting with others on social media Non-monetary and can lead to a sense of community
Determinism
Society is determined by prevalent technology of the time, causes fomo Ex snapchat streaks
Lenz v. Universal
Stephanie Lenz posted a vid of her baby dancing to Prince's "Let's Go Crazy", Universal Music Corporation sent her a take down notice. Lenz sued universal, claiming that the copyright holder misrepresented her use of the music. 9th circuit ruled in favor of lenz stating that they must have good faith belief that the material does not meet fair use standards before issuing a takedown notice.
bonding social capital
Strengthening our existing close ties with friends and family (facebook)
FOMO
Study of freshman college students Fomo present throughout the day, but gets works later in the day and end of the week Associated with fatigue, stress, sleep problems
The Obama Campaign 2008
Supporters were younger Limited funding Free media (digital and Social)
Southwest Airlines: Nuts Blog and Social Media
Team of people tradeoff monitoring social media 24/7 Respond to criticism via social media
intellectual property
The original content you post online (photos, vid, text)
Egypt Social Media Impacts- 2011
Twitter - biggest international impact of #jan25 protests People from all over the world followed the events in real time
Iran 2009 Protests
Twitter: biggest impact inside the country Used to organize protests YouTube: biggest international impact Videos of killings/beatings by gov. Officials
Rules of unobtrusive advertising
Before you enter the conversation, understand what it is about... and be appropriate.
Media Gatekeeping (holding info back)
Individual level (judgment) Economic level (motivated by money)
Who was the first US candidate to successfully use TV?
John F. Kennedy with his debate with Richard Nixon
Fake News Favors
Localism over globalism (Brexit) Plays on fears/conspiracies/culture of hate Anti-muslim
Digital Millennium Copyright Act: Section 506
Makes copyright violation a criminal offense if the infringer intended to make money by distributing copyrighted works electronically, especially if the work hasnt been released.
Haiti: Morel v. AFP and Getty
Morel sued AFP and Getty for using his images w out his permission. NY jury sided w Morel bc the companies used the pics for commercial purposes w out attribution. Companies had to pay $1.2 mil of damages to morel
Cute Cat Theory of Digital Activism
Most people aren't activists online but everyone likes photos of cute cats Harder for government to shut down platforms that everyone likes
Pew Research Center: Couples, the Internet and Social Media 2014
Most people in long term committed relationship said internet has no impact 10% said major impact Of those impacted - most said positive 20% said negative impact on romantic relationships
Audience Expectations
Not having to wait for a story to come out at 11 Get results of major events in real time (sports, elections, awards shows) Contact media/get response
twibel
Now that everyone is a publisher, libel and defamation suits are increasingly being brought against bloggers and social media users
Sonny Bono Copyright Terms Extension Act
Now, anything created prior to 1923 is public domain.
bridging social capital
Occurs when we network and make new connections through weaker ties (linkedin)
Naruto v. Slater
PETA sues Slater, slater agreed to donate 25% of profits to help monkeys
Community
People connected by geography, by a place (church, school, museum), by their profession (Community of Practice), by their interests/passions
How brands engage on social media
Post photos, encourage comments Contests, polls, questions Mobile apps/games Offering discounts if you "like" or "tweet" or snap Social monitoring - immediate interaction
SD Power Outage
Power outage 12 hours Impact - 5 million residents in SD county, baja ca, Hashtags formed #SDblackout, #blackout SDGE tweeted updates 152 times, SD mayor tweeted 49 times, All used twitter
Reasons for Growth of Messaging Apps for News
Privacy Share stories with like minded people Facebook's algorithms prioritize family and friends over news content More time being spent with messaging apps
Arab Spring 2011
Citizens in Middle East and No. African countries using social media to overthrow dictators using social media to overthrow dictators, promote democracy. Began in Tunisia
Amendment of 1976
Copyrighted works are protected for the life of the author plus 50 years. After that, they become public domain.
What communities can do for brands
Create an audience the have conversations around niche topics Improves search engine optimization Provides a safe place for people to learn from others in the community Creates brand advocates
DMCA
Created to amend the copyright act and establish monetary and criminal penalties for copyright violations Protect service providers from being liable for what their users and customers post (safe harbor protection clause)
#3 Customer Service and Crisis Management
Customers will often answer questions Can turn an angry loud customer into a supporter Use humor (depending on the brand)
Tech Overuse Consequences
Difficulty with face-to-face interactions Relationship displacement Lack of boundaries/time management Informalities (tech speak, emojis, acronyms) Health issues Failure to be in the moment
Calculating the return on investment (ROI)
ROI of social media is up to 4 times as high as TV commercials Consumers pass along branded content and trust In the most successful social media campaigns, consumers do the talking
How Politicians use Digital and Social Media
Raise more, smaller amounts of money Mobilize supporters (gain volunteers) Targeted advertisers Engage with constituents Provide behind the scenes information Provide emergency information in a crisis
US Presidential Election 2016 and Russia
Facebook + Instagram: 150 Million users reached by Russian Content Twitter: more than 50k Russian Bots Goal was to disrupt the democracy
Obama's Use of Social
Facebook - main Obama fan page and subgroups Twitter - his own tweets signed BO Mobile App - sent text messages to supporters and collected donations YouTube - official channel and fan support Campaign did not go after copyright violations
User-Generated Content for Political Activism
Facebook support pages and groups Twitter hashtags and text messages to organize protests YouTube videos documenting violence
Negative Impacts Social Media
Feeling distracted by cell phone when together Argued with each other about amount of time spent online Upset by something partner was doing online
Positive Impacts Social Media
Felt closer to partner through online/text messages Texted partner while at home Resolved arguments through texting
Copyright Act 1790
First copright law
how journalists use social media
Gather and share information and photos during breaking news Find and contact sources Promote their stories and themselves and create a community around their reporting Interact with public, fellow journalists, and public figures
material connection
Having a logical connection with a subject matter or the consequential events or facts, or the knowledge of which would significantly affect a decision or course of action.
trademark
"just do it"
NBC Olympics
-paid for rights to air olympics until 2032 -relies on advertising dollars in primetime to get return on investment -2012 NBC "social media olympics" -issues w tape delay -NBC did not really care
Affordances
All the possibilities technology offers us Some social media affordances include: connecting with others, updated on news, contribute to social change (me too movement)
80/20 rule for brands
80% of posts should be valuable for customers 20% should be product promotion
Creative commons license
A nonprofit organization that helps creators legally share their material through licenses that dictate what another person can do with the work
Social Media and Election 2016
All campaigns were active on social (FB, instagram, Twitter, Snapchat) Russian Internet Research Agency (propaganda) Troll farm Creates false content and ads on FB, Insta, Twitter, YouTube, Google, and Wikipedia Macedonian teenagers (money)
4 Reasons Obama's Social Media Effort was a Success
Technologists, not politicians worked on the digital and tech teams. Opened a tech field office with 100 volunteer coders Social media team - only 6 people. Used facebook app to target voters By the end of 2012 campaign, every Mitt Romney (competitor) tweet had to be approved by 22 people Used email and a special app to get donations
Digital Millennium Copyright Act: Section 504
The copyright holder is entitled to recover actual damages for the infringement and any profits the violator may have made off the infringement. A court may order the infringer to pay statuatory damages up to $150,000, if the infringer willfully violated copyright law.
social media stats
US Ranks 9th in the world for social media use Facebook most used in 2018
Ways brands use social media
Unobtrusive advertising- idea that is associated in a conversation that is already happening on social media. Customer service Social good
Eastwood/Chair 2012
Within minutes, Obama's campaign tweeted picture of him in chair and said this seat's taken
job candidates failed because...
provocative or inappropriate photos, videos, or information; posts that involve drinking or drug use; and discriminatory comments related to race, gender, or religion however, 57% of employers said it was better to have social media rather than not.
works that are protected:
texts, graphics, video, music
dramaturgy
the theory and practice of dramatic composition.
definitional disruptions
these occur when our promissory character is intentionally false. can be intentional (ex: taylor swift reputation album)
best practices for attribution
title of work, author, source, license
algorithms
use certain words to find potential customers/automated key words
attribution-noncommercial
use only for noncommercial purposes
revenge porn
using explicit pictures to get revenge on someone online.
self-presentation theory
we are acting on the stage of life to gain favorable impressions and avoid embarrassment.
catfishing
we been knew
SNS (social network site)
web based platforms that allow users to Construct a profile within a bounded system Articulate a list of other users with whom they share a connection View their list of connections and those made by others
social setting
your wall, online profile, your banner or header, etc. anything you use to represent yourself
