where and whence the [r]evolution
TRANSCRIPT
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Where and whence(!) the (R)evolution? Three key principles at the heart of social
Jim Macnamara PhD, FPRIA, FAMI, CPM, FAMEC
Professor of Public Communication University of Technology Sydney
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Japanese tsunami
Canterbury earthquake
Queensland floods
Social media impact
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
The changing mediascape 2.27 billion internet users
1.5 billion+ social network users
955 million active Facebook users (May 2012)
4 billion videos a day on YouTube
400 million blogs
340 million tweets every day via Twitter
19 million articles posted on Wikipedia in 2011
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
The changing mediascape
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Web 2.0 and social media ‘Web 2.0’ coined by Tim O’Reilly in 2005 “... a set of principles and practices” (Tim O’Reilly, 2005)
“It’s an attitude, not a technology ... an underlying philosophy of relinquishing control” (Richard MacManus, 2005)
“... it’s not about the technology ... It’s about relinquishing control ... openness, trust and authenticity” (Peter Merholz, 2005)
“participatory culture” (Henry Jenkins, 2006)
“... open-source, interactive and user-controlled online applications expanding the experiences, knowledge and market power of the users as participants” (Constantinides & Fountain, 2008)
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
First and Second Media Ages
First Media Age Second Media Age Centralised content production Decentralised content production
(e.g. user-generated content) State or capitalist control Beyond state and capitalist control;
democratising; open access; bottom-up One-way distribution of information - monologue
Two-way interactive communication – dialogue and conversations
Audiences conceived and treated as mass, passive
Audience fragmentation; networks; prosumers / produsers creating user-generated content as well as consuming
Elites dominate media content influencing social consciousness and reproducing existing social structures
Individuals use media to construct themselves as ‘subjects’, enabling social change
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Understanding media Traditional definitions:
• “... the institutionalised production and generalised diffusion of symbolic goods via … transmission of information or symbolic content” (John Thompson, 1995)
• “... technological channels of distribution of messages by organisations (W. James Potter, 2009)
“ … structures of communication, where structures include both technological forms and their associated protocols, and where communication is a cultural practice (Lisa Gitelman, 2008)
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Social media are a significant shift in media and communication It’s about the PRACTICES more than technologies
• Openness – to prosumers / produsers Not dominated by elites • Two-way interaction and dialogue Not monologue • Bottom-up and side-to-side Not top-down • No, or few, gatekeepers Not controlled • Authentic Not packaged • Listening Not just talking
Understanding social media
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Gov 2.0 consultation trials 2009 Lack of planning – usually no clear objectives Cultural barriers – don’t want to, or reluctant, to engage Heavy moderation Inability to meet response time expectations Lack of resources to monitor and respond
• No extra human resources • Little or no social media monitoring
Lack of sense-making tools • E.g. text analysis software to review
and understand large quantities of public comment
Study of 11 federal government departments and agencies
using social media for citizen engagement
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
2010 Australian election Content analysis of social media use by
206 sitting federal candidates + two major political parties • Facebook, YouTube, Twitter, YouTube, blogs
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
2007 – 2010 Australian elections Social media 2007 2010 % change
Personal Web site 137 157 15%
Twitter 0 92 9200%
Facebook 8 146 1725%
YouTube 13 34 162%
MySpace 26 9 -65%
Blogs 15 29 93%
Flickr 0 9 900%
E-surveys 24 7 -71%
E-petitions 10 3 -70%
E-newsletter 42 78 86%
Total online sites/activities 275 564 105%
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Politicians on Twitter
On Twitter45%
Not on Twitter51%
Fake Twitter accounts4%
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Politicians on Twitter
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158142 134
10491 90 90
75 72 63 62 59 5545 313131323434
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TURNBULL
MORRISONROBB
BURKE
LUNDY
CORMANN
HAWKEELL
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GILLARD
HANSON-YOUNG
BIRMINGHAM
BISHOP
BRADBURY
TURNOURHALL
GARRETT
FLETCHER
BALDWIN
JOHNSON
MILNE
BRIGGS
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Talking v listening
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TURNBULL
MORRISONROBB
BURKE
LUNDY
CORMANN
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GILLARD
HANSON-YOUNG
BIRMINGHAM
BISHOP
BRADBURY
TURNOURHALL
GARRETT
FLETCHER
BALDWIN
JOHNSON
MILNE
BRIGGS
FollowingFollowers
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Talking v listening
Politician Tweets Followers Following
1. Malcolm Turnbull 439 26,943 20,498
2. Scott Morrison 158 1,978 166
3. Andrew Robb 142 1,684 1,254
4. Tony Burke 134 3,107 550
5. Kate Lundy 104 4,352 720
9. Julia Gillard 75 43,538 27,467
92. Tony Abbott 2 19,083 20
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Dialogue v broadcasting
Politician Direct messages &
responses
Broadcasts Where am I? Attack on opponents
Malcolm Turnbull 248 191 81 9
Scott Morrison 33 125 48 19
Andrew Robb 1 141 17 79
Tony Burke 65 68 9 14
Kate Lundy 28 56 22 11
Mathias Corman 22 44 5 49
Julia Gillard 12 51 20 4
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
UK and US election experiences “UK political leaders and organisations engaged primarily in
broadcasting their messages and not listening or engaging in dialogue”
(Gibson, Williamson & Ward, 2010)
“In the 2010 US mid-terms, 76% of tweets were one-way dissemination of information about candidates or their campaign events – “a wasted opportunity” for engagement
(Unpublished PhD thesis, 2012)
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
1. Survey of 200 + organisations (private and public) in Australia, New Zealand, Singapore and Hong Kong
2. Depth interviews with social media specialists (n = 14)
August – September 2011
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Participants
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Social media/network % of Organisations Using
Facebook 73.7%
Twitter 54.1%
YouTube 52.7%
Corporate/organisation blog 46.8%
Podcasting (e.g. of speeches) 19%
Social media most used
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
57.9%
43.4%
34.4%
30.3%
30.4%
8.4%
Risks in social media
Loss of control
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Social media use by organisations Few organisations allocate additional resources for responding
to social media comment, questions, etc 65.2% have no specific policy or guidelines for employees on
use of social media 46.7% either do not monitor social media at all, or monitor only
in an ad hoc way Less than one-third (32%) analyse social media content
qualitatively Most focus is on content creation and distribution (talking)
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Key requirements in social media Listening – not just talking
• Listening is essential to be social, interactive and for engagement • Listening = free real-time 24/7 market, opinion and reputation research
The WORK OF LISTENING • People • Effort • Time
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Key requirements in social media Listening (particularly large-scale organisational listening)
requires an ARCHITECTURE OF LISTENING • Policies • Systems (two-way interactive sites) • Tools or services to monitor • Technology such as auto-acknowledgement
and text analysis software • Human resources (moderators, editors, etc) • Articulation to management and policy
Professor Jim Macnamara PhD, FAMI, CPM, FPRIA, FAMEC
University of Technology Sydney
Where and whence the revolution? It’s about the practices and a cultural shift –
not the technologies • We need to change organisational culture and architecture
The shift to the social organisation is revolutionary – if operationalised in practice • Openness, interactivity, participation, collaboration • But the control paradigm is resilient
Being social requires listening as well as talking • Do the work of listening • Have an architecture of listening