This presentation was delivered on February 9, 2012 to a group of Wilred Laurier University journalism students. The presentation\'s main goals were to educate students on the pitfalls of researching online, how marketers use the web, and some possibly implications in the future of the web.

1. Digging deeper into the social web
Social, search and semantics
Liz Oke
February 9, 2012

4. Social
There are no rules. There are no boundaries.
A powerful way to communicate to a huge
audience rapidly.
It can also backfire.

5. In business…

6. In politics…

7. Watch this video closely…
:
http://www.youtube.com/watch?v=LXfXuk6aWJ
c&feature=player_embedded#!
What do you see?

8. This video was produced and posted over 3 years ago… it is still being passed around
by people on Facebook as late as yesterday

9. In journalism…

12. How marketers use social media/blogs
• Promote their brand
• Promote a service/product
Through:
• Community management
• Content mining
• Content management

13. Search / SEO
Search engine optimization affects indexing of
information on the internet greatly.
The higher the SEO rank of a website, the more
strength it has to be on top of the pile in
organic search results.

14. How marketers use Search/SEO
• Improve their page
rank with search
engines
• Achieve number one
organic search result
Through:
• Link building
• Listing in directories
• Posting content filled with relevant keywords
elsewhere on the web to link back to their site

15. Semantics
Semantics is slowly being adapted. The notion of
an internet tailored to a particular person’s
usage patterns.

16. The effect
• Computers will be able to do the tasks that we
presently do manually
• Centralize the way information is collected
• Deliver more targeted information to a
specific users
• The billions of pages of the web will be
organized more efficiently
• Non-indexed or “hidden” pages will become
easily searchable

17. The Google Effect
• Centralized all 60 privacy policies into one as of
March 1, 2012
• All Google services will be integrated
• If you are signed into Google, your data will be
shared across all Google products: YouTube,
gmail, Google+, Chrome, Wallet, Analytics,
blogger, Calendar, docs, Feedburner, Groups,
Picasa, Talk
• Your Google “experience” will be personalized
based on your data
• Log into Google Dashboard to see the full gamut

18. How Marketers are presently using
rudimentary semantics
• Behavioral targeting
Example: If you search a particular keyword, you
may find relevant ads following you around the
web afterwards
• Contextual advertising
Examples: A webpage containing the keyword
“Jaguar” could contain ads about zoos and cars
An article announcing a Pulitzer prize winner will
contain advertising for Chapters

19. Discussion
How will the semantic web affect research?
How will this new concept affect journalism?