msfs 556: introduction to social media in business, development & government
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Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
MSFS 556: Social Media in Business, Development, and
Government
Session #1: January 7, 2009
Gaurav Mishra
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
MSFS 556: Social Media in Business, Development, and
Government
Five Questions
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Question #1
What is social media and why is it important?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Question #2
How is social media changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Question #3
How is social media changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Question #4
How is social media changing… development?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Question #5
How is social media changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
MSFS 556: Social Media in Business, Development, and
Government
Three Mantras
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Mantra #1
The future has already arrived. It’s just not evenly distributed yet.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Mantra #2
Interdisciplinary, collaborative inquiry.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Mantra #3
The tools are transient.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Introductions
Backgrounds, interests & expectations
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
MSFS 556: Social Media in Business, Development, and
GovernmentExpectations, workload & grading
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Expected learning objectives
Apart from the five questions… How to use social media tools. How to learn to use new social media
tools. How to use filters to make sense of social
media. How to curate news and knowledge. How to engage in an online public debate.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Grading
Presentation on selected topic: 15% Weekly blog posts on the selected topic:
15% 10000 word end term paper on the
selected topic: 15% Weekly personal journal: 15% Weekly reading reactions: 20% Class participation: 20%
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Expected weekly workload
Reading: 3 hours Watching online video: 1 hour Research for paper/ presentation: 2 hours Personal journal: 1 hour Reading reactions: 1 hour
Overall: 8 hours
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Question #1
What is social media and why is it important?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Blogging Microblogging Videoblogging Photoblogging Podcasting Mapping
Social networking Social voting Social bookmarking Lifestreaming Wikis Virtual worlds …
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What is social media?
Social media Social computing Social software Social web Participatory media Participatory web
Read write web Citizen media Peer to peer media Web 2.0 Wikinomics Crowdsourcing …
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Why is social media important?
The 4 Cs of Social Media
Content
Collaboration
Community
Cumulative Value
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Why is social media important?
Transparent conversations Relationships, not
transactions Ambient awareness Friction free
markets
Collective intelligence Collective
consciousness Viral grassroots
activism Leaderless
organizations …
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Why is social media important?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
The Intersection of CCT & MSFS
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Question #2
How is social media changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Pew Research, December 2008
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… media?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Question #3
How is social media changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Jeff Jarvis
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
(1) LISTEN
Data Collection
Data Mining
(2) UNDERSTAND
Data Analysis Insights
(3) ENGAGE
Six-step social media process
Strategy Tactics
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… business?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Question #4
How is social media changing… development?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… development?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… development?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… development?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… development?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… development?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… development?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… development?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… development?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… development?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Question #5
How is social media changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
How is it changing… government?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
MSFS 556: Social Media in Business, Development, and
Government
Syllabus
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #1: January 7
Introduction to MSFS 556: Social Media in Business, Development, and Government
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #2: January 12
International perspectives on access to and usage of digital media.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #3: January 26
Why is social media important? Readings:
– ‘Here Comes Everybody’ by Clay Shirky
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #4: February 2
Why is social media important? Readings:
– ‘The Wealth of Networks’ by Yochai Benkler
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #5: February 9 How is social media changing… media? Case studies on crisis reporting:
– Terrorism: New York, London & Mumbai– Natural disasters: Katrina, Tsunami & China
Earthquake
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #6: February 23
How is social media changing… media? Case studies on:
– Citizen journalism websites: Global Voices, NowPublic & OhMyNews
– Legacy media initiatives: CNN iReport, Al Jajeera Sharek & Current TV
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #7: March 2
How is social media changing… business? Case studies on:
– Market research: Crowdsourcing, prosumers& ideagoras
– Marketing: Social media outreach, branded communities & viral marketing
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #8: March 16
How is social media changing… business? Case studies on:
– Customer support: Brand monitoring, GetSatisfaction & Twitter
– Consumer activism: Dell Hell, anti-consumerism & green activism
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #9: March 23
How is social media changing… development? Case studies on:
– Micro-philanthropy: Kiva, Global Giving & Donors Choose
– Online support vs. offline action: Change-blogging, Facebook Causes & Change.org
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #10: March 30
How is social media changing… government? Case studies on:
– Political activism: Netroots, rightroots & MyBarackObama
– Participatory government: Change.gov & AmericaSpeaks
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #11: April 6
How is social media changing… government? Case studies on:
– Mobile election monitoring in Kenya, Bangladesh & United States
– Smart mobs in Philippines, Ukraine & Greece
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #12: April 20
How is social media changing… government? Case study on:
– Public diplomacy 2.0, propaganda 2.0 or war 2.0: Israel-Hamas, Russia-Georgia & the War on Terror.
– Online citizen activism & censorship in China
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Session #13: April 27
Closing session: The presentation of self, the use of filters & media literacy
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Discussion