Managing Social Media: Management of Internet Information Sources and Services (Imc 407)

MANAGEMENT OF INTERNET INFORMATION SOURCES AND SERVICES (IMC 407)
CHAPTER 6
MANAGING SOCIAL MEDIA
Prepared by : Irni Eliana Khairuddin

Definition of Social Media
• Social Media is the future of communication, a countless
array of internet based tools and platforms that increase
and enhance the sharing of information. This new form of
media makes the transfer of text, photos, audio, video, and
information in general increasingly fluid among internet
users. Social Media has relevance not only for regular
internet users, but business as well.
• Platforms like twitter, Facebook, and Linkedin have
created online communities where people can share as
much or as little personal information as they desire with
other members. The result is an enormous amount of
information that can be easily shared, searched, promoted,
disputed, and created
Social Media Categories
• There are 15 Social Media Categories
• Social Networking
• Publish
• Photo Sharing
• Audio
• Video
• Microblogging
• Live casting
• Virtual worlds
• Gaming
• Productivity Application
• Aggregators
• RSS
• Search
• Mobile Interpersonal
Social Media Framework
The Framework begins with LEARN, follows two streams of ENGAGEMENT and STRATEGY DEVELOPMENT,

and comes together in the ongoing imperative to DEVELOP CAPABILITIES.
• Learn
• Use social media yourself
• Study relevant case studies
• Educate senior executives
• Hear from practitioners
• Explore the latest trends
• ENGAGEMENT
• LISTEN
• Identify relevant social media monitoring tools
• Learn how you can best use the tools
• Discover what’s said about you and your market
• Find relevant communities and conversations
• Uncover key influencers
• ENGAGE IN CONVERSATION
• Enter the conversation
• Provide relevant content
• Add value to communities
• Engage with influencers
• Respond positively
• MEASURE AND REFINE
• Set relevant measures of success
• Monitor measures
• Capture and communicate success stories
• Report to senior executives
• Refine your strategy and measures
• STRATEGY DEVELOPMENT
• PRIORITIZE OBJECTIVES
• Improve customer engagement
• Enhance brand and reputation management
• Accelerate customer-driven innovation
• Attract talented employees
• Increase sales
• ESTABLISH GOVERNANCE
• Identify opportunities
• Understand risks
• Clarify risk of NOT engaging
• Set clear social media policies
• Communicate policies internally
• DEFINE ACTIVITIES
• Define first and subsequent phases
• Target initial platforms
• Identify resources required
• Establish responsibilities and time commitment
• Link to offline marketing activities
Guidelines Using Social Media
There are 8 guidelines of using social media
• Use common sense and good judgment.

• You’re accountable for your actions and your statements could have an impact on
others. Remember that what you post or publish may be public information for a long
time.
• Don’t post information or news that you know is false.

• If you realize that you’ve make a mistake or error, correct it quickly.
• Be respectful.
• Always be fair and courteous
• Be sensible.
• When posting, avoid using statements, photos, video or audio that reasonably could
be viewed as malicious, obscene, threatening or intimidating, that disparage
customers, co-workers or suppliers, or that might constitute harassment or bullying.
Guidelines Using Social Media
• Be transparent.
• Be clear about your role. If you have a vested interest in what you’re discussing, be
the first to openly say so.
• Maintain the confidentiality of business and proprietary information.

• Don’t externally disclose, post or share business-related, confidential information or
communications.
• Respect intellectual property rights.

• Show proper respect for copyright, trademark and other intellectual property rights of
our company and others.
• Minimize security risks.

• To minimize these risks, use a password for social media accounts that isn’t easy to
guess. Monitor your social media accounts periodically if you don’t actively use them.
Also, be mindful that social media sites sometimes are used to distribute malicious
software or code, or “malware”.
Types of learning social media
• There are 5 types of learning social media
• Intra Organizational Learning (IOL)
• Formal Structured Learning (FSL)
• Group Directed Learning (GDL)
• Personal Directed Learning (PDL)
• Accidental & Serendipitous Learning (ASL)
• Intra Organizational Learning (IOL)
• There is also the bigger “organizational learning” picture. This is
where employees cooperate with one another by sharing
information and resources inside the organization, as well as
generally keep each other up to date and/or up to speed on
strategic and other internal initiatives and activities.
• Examples of the use of social media for IOL include:
• The use of blogging by senior managers and project leaders to provide a
perspective on organizational policies or to disseminate information
about current initiatives around the organization, which others can
comment and feedback on
• The use of a private micro-sharing service where colleagues can keep
each other updated with their news and activities
• The creation of a collaborative resource or knowledge base which all
employees can contribute to
• The creation of an organizational community or network where
employees can establish contact with colleagues (who may be remotely
located) as well as enable easy communication and collaboration
between them.
• For file-sharing in the organization where employees create and share,
or else find and view podcasts, documents, etc which they can rate for
others
• Formal Structured Learning (FSL)
• Social media is being used to improve engagement in classroom or
online courses. Its use varies from wrapping social activities
around existing online content to a fully collaborative approach to
learning, so that the learner is a full and active participant in the
learning
• Examples of the use of social media for FSL include:
• Building a collaborative library of course links in a social
bookmarking tool
• Creating course/class blogs with learners writing learning (b)logs
• Using wikis to create collaborative course learning spaces where
all learners can participate and interact with one another
• Sharing of course presentations, videos etc, which are often
embedded in blog or web pages
• Using micro-blogging services for disseminating course news and
tips
• Using social networks to create learning communities and to
enable easy communication and enriched learning experiences.
• Group Directed Learning (GDL)
• This is where groups of individuals, e.g. work and project teams,
study groups, or communities of practice, work or learn together.
• GDL is an extension of PDL, where groups use social media tools

to share information, resources and experiences with one another.
Self-organising groups of employees, are using a variety of social
media tools to provide the functionality they need to collaborate
and work and learn together, or even for coaching or mentoring
purposes.
• Examples of the use of social media for GDL include:
• The use of group spaces or social networks to store and share
ideas, experiences, resources and contacts
• The use of collaborative tools to work together on common
documents, or to brainstorm together
• The use of social bookmarking tools to create bookmarks for the
team or project
• The use of private micro-blogging tools to talk (in real-time) about
work issues, ask questions of colleagues and join work groups.
• Personal Directed Learning (PDL)
• This is where individuals are using social media to organise and
manage their own personal or professional learning.
• A large number of people are now making significant use of social

media tools to build their own Personal Learning or Knowledge
Networks (aka PLN, or PKN) – although they may not realise this is
what they are doing – in order to access their own trusted
“learning” resources or connect with people whose opinions they
value.
• Examples of the use of social media for PDL include:
• Joining social networks to interact with others, ask and answer
questions, start discussions and build a personal or professional
network
• Using micro-sharing services, to share their own daily information,
as well as follow people that share tips, guidelines and tools
• Using a social bookmarking tool to find the best sources of
information about a subject (“crowd-sourced learning”)
• Using an RSS reader to subscribe to blog and web feeds to keep
up date with what is happening in their field of interest
• Accidental & Serendipitous Learning (ASL)
• This is where individuals learn without consciously realizing it, and
is also known as incidental or random learning, or even “learning at
the water cooler”. Although accidental learning can take place in
any of the above scenarios above as well as in other personal or
professional settings, some individuals like to take advantage of
possible serendipitous learning that might occur.
• Examples of the use of social media for ASL include
• Finding out about new things by using micro-sharing services,
joining social networks, viewing photo-sharing, video-sharing or
presentation-sharing services
• Finding links to resources in a social bookmarking site that can
help prompt ideas and creativity

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MANAGEMENT OF INTERNET INFORMATION SOURCES AND SERVICES (IMC 407)

Prepared by : Irni Eliana Khairuddin

The Framework begins with LEARN, follows two streams of ENGAGEMENT and STRATEGY DEVELOPMENT,

• Use common sense and good judgment.

• Don’t post information or news that you know is false.

• Maintain the confidentiality of business and proprietary information.

• Respect intellectual property rights.

• Minimize security risks.

• GDL is an extension of PDL, where groups use social media tools

• A large number of people are now making significant use of social

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