3. Social media definitions
“… characterized by the potential for real-time interaction,
reduced anonymity, a sense of propinquity, short
response times and the ability to ‘time shift’”
(Kent 2010: 645)
“… a group of Internet-based applications that build
on the … Web 2.0, which allows the creation
and exchange of user-generated content”
(Kaplan & Haenlein, 2010: 62)
“… the totality of open, interactive and
participative platforms on the Internet”
(Zerfass & Sandhu, 2008: 285)
3 / Anne Linke * Breakenridge, 2008: I; see also Hazleton et al., 2008: 91
4. What‘s new?
Argenti/Barnes
2009, p. 8
4 / Anne Linke
6. Technology is shifting the power away
from the editors, the publishers, the
establishment, the media elite. Now
it‘s the people who are in control.
(Rupert Murdoch)
Berg/Gustavsson 2009
6 / Anne Linke
9. Practitioners believe in a change of practice
and see manifold opportunities
US longitudinal study 2006-2010
New communications media use in public relations (Wright & Hinson, 2010: 12)
„Social media has changed 2008: 66% agreement
the practice of public relations“ 2010: 81% agreement
European longitudinal study 2007-2010
European Communication Monitor (Zerfass et al., 2010: 83)
9 / Anne Linke ECM 2010 / n = 1,955 PR professionals from 46 European countries, Q 11.
10. Social web is a major challenge …
(Zerfass et al., 2011)
10 / Anne Linke
11. ASSESSMENT OF SOCIAL MEDIA BY COMMUNICATION PROFESSIONALS
HIGH EFFORT, LOSS OF CONTROL AND LACK OF CONCEPTS ARE MAIN OBSTACLES
76.0% too much effort required (financial/personnel)
54.9% not controllable
51.9% lack of conclusive concepts
Social Media Governance 2011 / n = 596 communication professionals / Q 16: What do you consider to be the greatest obstacles for the use of social
media? (Choice of three statements).
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12. MEASURING THE SUCCESS OF SOCIAL MEDIA
TRAFFIC AND REACH ARE THE MOST IMPORTANT METRICS SO FAR
Social Media Governance 2011 / n = 596 communication professionals / Q 15: Which metrics do you use to determine the success of your social media
activities, which metrics will be used additionally by the end of 2011 or are not planned?
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13. GOVERNANCE STRUCTURES FOR SOCIAL MEDIA
TECHNOLOGIES ARE PRESENT, INDICATORS FOR SUCCESS STILL MISSING
Social Media Governance 2011 / n = 534 communication professionals in organizations that already utilize social media or plan to do so / Q 12: Which of the
following social media-related aspects are already explicitly present in your organization or planned by the end of 2011? (multiple answers possible).
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14. SOCIAL MEDIA EXPERTISE OF COMMUNICATION PROFESSIONALS
ONLY AVERAGE OVERALL SKILLS, BUT IMPROVEMENT OVER LAST YEAR
Social Media Governance 2011 / n = 596 communication professionals / Q 18: How do you evaluate your own expertise in the following areas on a scale from
1 (no experience) to 5 (professional)? / Comparative values from the previous year based on the Social Media Governance 2010 study.
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