The document discusses social media and making sense of the signals it provides. It notes that social media can be overwhelming due to the large amount of content and networks. However, social media signals are also a reflection of culture and can be used to positively shape culture. The document advocates treating social media signals as a form of public communication and being mindful of how signals can influence others and leave a permanent digital footprint. It encourages using social media strategically and intentionally to model inclusive values through online interactions.

1. Social Media:
Making Sense of Signals
AACUSS 2014
Bonnie Stewart
@bonstewart
University of Prince Edward Island
June 2014

2. Overwhelmed by Networks
h"ph"p//www.marke,ngpilgrim.com/2014/01/facebook-­‐is-­‐the-­‐most-­‐visited-­‐social-­‐network-­‐twi"er-­‐and-­‐google-­‐,ed-­‐for-­‐3rd.html

3. Oversimplified Cultural Messages

4. …create black & white positions
h"p://gossipgenie.com/viewpoint-­‐im-­‐a-­‐social-­‐media-­‐addict/

5. “The truth about stories is
that’s all we are.”

6. Overwhelmed by Stories

7. Saturated with Signals

8. How do we make sense of this,
24/7?
h"ps://www.flickr.com/photos/jenny-­‐pics/13973860825

9. 3 Stories
• Technologies as culture
• Social media signals
• Making a difference

10. Stories of Culture
h"ps://www.flickr.com/photos/94342662@N00/3869483214/

11. The dark side
of social media

12. #YesAllWomen

13. #YesAllWomen

14. #YesAllWomen

15. #YesAllWomen

16. #YesAllWomen

17. #YesAllWomen

18. Many of the stories were from 20+
years ago.

19. The Breakfast Club, 1985

20. Revenge of the Nerds, 1984

21. “Y” is for your sister

22. So. We have a problem.
But when we stick that problem in
a box called ‘cyberbullying,’ we
limit our capacity to understand
how deep and broad it is.

23. What we do with our technologies is a
symptom of culture

24. …at the same time it shapes culture
h"ps://www.flickr.com/photos/wolfgangfoto/2170329428

25. Social media, as a technology, enables
cyberbullying and MRA forums.
It also enables #yesallwomen, and other
forms of sharing and speaking back.

26. Stories of Signals
h"ps://www.flickr.com/photos/michaelrperry/2221259599

27. Social Media Broadcast Media
h"p://ezasseenontv.com/tag/as-­‐seen-­‐on-­‐tv-­‐store/

28. h"ps://www.flickr.com/photos/ooohoooh/1350774613/
Social networks are not just for
consuming, but connecting.

29. …with the whole room.
And beyond.

30. To understand stories of social
media, we need to understand
many-to-many
communications.

31. http://www.flickr.com/photos/tmesis/21126825/
Social networks are made
of people

32. Networks are not about
online/offline

33. Social media signals are relational,
like oral culture,
but leave permanent traces,
like print culture

34. 4 qualities of social media signals
• Persistence: online signals are automatically
recorded & archived.
• Replicability: signals made out of bits can be duplicated.
• Scalability: there is potential for massive visibility.
• Searchability: signals can be accessed through search.
- danah boyd, 2010

35. Digital Footprint
h"ps://www.flickr.com/photos/orinoko42/5557586589/

36. h"ps://www.flickr.com/photos/51764518@N02/9763729373/
Built and sustained over time

37. Good Lord. I think I’ll just opt out.

38. Don’t count on it.

39. Others can contribute to your footprint,
too

40. Small private signals can travel to
audiences never imagined
h"ps://www.flickr.com/photos/ta"oodjay/4129779298/

41. But the effects that damage
people?
They are social. They are cultural.
They reflect the values *we* side
with, as a culture.

42. Gotcha.
Going home to cry now.

43. How can we make a difference?
WAIT

44. Stop pretending our problems are new

45. Learn to talk about privilege &
power relations
h"ps://www.flickr.com/photos/nuwandalice/

46. Talk. Signal. Model.
h"ps://www.flickr.com/photos/100144679@N04/13629511575

47. …if you decide to go online,
three things:

48. 1. Your online signals need an identity

49. let’s be clear:
colleges & universities do NOT
need 23 separate
Twitter & Facebook accounts for
every single department on
campus

50. but they totally need 23 – or 53 –
or 503 – caring people who want to
connect and contribute to a
changing campus culture by
engaging with students
online and off.

51. 2. Your online signals need to be visible
h"ps://www.flickr.com/photos/vinothchandar/5251078306

52. Amplifying your intended audience
is a GREAT way to become more
visible to them
h"ps://www.flickr.com/photos/stopdown/2837077634/

53. (saving others’ signals about you =
good too)

54. (warning: strong language incoming)
3. Your online signals need to be
signals you (and your institution)
can live with

55. redacted

56. http://www.flickr.com/photos/21031300@N02/4076687726/
It’s public. It’s people.
Always take the high road.

58. Success = lather, rinse, repeat
h"ps://www.flickr.com/photos/repairgenius/7258035052

59. Social media = part of the problem.
It can also be part of making it better.
What signals will you send?
h"ps://www.flickr.com/photos/archer10/6292534445/

60. Thank you.
@bonstewart
bstewart@upei.ca