1. Leveraging
Social Media
Dr. Cliff Lampe
Department of
Telecommunication,
Information Studies and
Media
College of Communication
Arts and Sciences

2. Cliff Lampe
MSU Prof
Social Media Research
Lab
Online Interaction Lab
PhD in Information
from UM
Old school nerd

3. Research on social media
Multiple academic
disciplines
Industry research labs
Academic/industry
partnerships

5. What’s different about
social media?

6. New technology and social practices*
Ubiquity of hardware
and software
Storability
Computability
Reduces the cost of
interactivity
* OK, not all new

7. Some social media trends
74% in US have Internet 59% “wireless”
access
84% 18-29 yr olds
65% have broadband wireless
26% comment 7% of adults have tablets
67% watch video online 28% access news from
cellphones
85% of adults have a
cellphone 4% use location based
November 2010, Pew

8. Academic
Research on
Leveraging
Social Media

9. Managing Cost-Benefit
Ratios
Clarifying benefits for people you’re
expecting to do the work

10. Top down grassroots
“The Spanish Moss Problem”

11. Attracting participation
The “Field of Dreams” Problem

12. The Breakdown of
Intuition
Social media designers don’t necessarily
know what their audience will react to.

13. Encouraging user
contributions
The “Power Law” Problem

15. Measurable Outcomes
The “Did this affect mission?”
problem

16. Leveraging interactivity
The “Broadcast Only” problem

17. Thanks!
Cliff Lampe
lampecli@msu.edu
Twitter: @clifflampe
SlideShare: clifflampe