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