Social Media for Social Purposes 2011
|Social Media for Social Purposes|
|Location:||Copenhagen Denmark Map|
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Social Media for Social Purposes is a one-day conference organized by Centre for Corporate Social Responsibility at Copenhagen Business School (cbsCSR, www.cbs.dk/cbscsr ), together with University of Milan and Technical University of Denmark in connection with the joint research project Responsible Business in the Blogosphere.
Keynotes are given by:
- Professor Eszter Hargittai, Northwestern University, Chicago
- Matthew Yeomans, Social Media Influence
- Professor Miriam Meckel, University of St. Gallen
- Professor Miriam J. Metzger, University of California, Santa Barbara
- Professor Andrew Crane, Schulich School of Business, Toronto
- Professor Friederike Schultz, VU University Amsterdam
Other prominent guests are:
- Professor Charles Elkan, University of, California, San Diego
- Mark Iafrate, General Sentiment  (showed results from a Pepsi campaign)
- Birgitte Lesanner, Greenpeace Denmark (showed the orangutan Nestlé case )
- Scott Dille, Novo Nordisk (behind @novonordisktbl on Twitter and show breakdown on followers)
Participants in the conference are guest editing an issue of Journal of Business Ethics.
 Mette Morsing
- Interactive dialogue, enhanced conversations among geographically dispersed individuals.
- Participation, liberated political debate towards democratic ideals
- Voluntariness, social media engagement is a free and non-obligatory act
- Audience, large crowds will want to listen
- Transparency, self-disclosure
African-American more likely to be on Twitter, White, Asian American and Hispanic less likely. Attempted explanations: African-Americans are texting often and have Web access on cell phone. But Eszter found better explanations: Internet skill in 2009; interest in entertainment/celebrity news in 2009. Interest in local/national news, international news and politics did not predict Twitter adoption.
Further conclusions: Skills predict participation. SES predict participation
 Climategate in YouTube: antagonism and polarization in climate change activism
The researchers collected comments on the two most popular climategate videos: "Al Gore confronted on Climategate in Chicago" and "Climage change - those hacked e-mails". Around 100 comments were selected from 3 different time periods with an analysis in terms of "master frame", "collective action", "metaphor/event".
 Political communication in Web 2.0: a new political discourse and participation
 Virtual presence: on mapping how activist group networks (try to) impact firms
A theoretical discussion mentioning issues such as self-promotion; "post-constructivist perspective": Three nodes with mass media, organizations, and stakeholdes/public; "reality is media reality"; "mediatiziation of organization"; "Increasing attention and negative news on CSR, negativity bias in traditional media" (Lee & Carroll, 2011).
 Social media for dissemination of science
"From liberating technologies to cultural engineering" and "How social media serve as a new means of menagerial control".
Showed examples of organization social media guidelines (BBC, Coca Cola, Washington post, ...) "Challenging private-work life boundaries", "advokating political neutrality", etc.
His company Social Media Influence publishes the SMI Social Media Sustainability Index , that is an overview of social media use by companies on Dow Jones Sustainability Index. He has found that while many companies are present on the social web few companies have their sustainability efforts on the social media, e.g., their sustainability reports are not promoted on the social web. He pointed to the insurance company Allianz that has a branch presenting climate change knowledge .
Discussed crisis communication about the Deep Water Horizon BP oil spill. "Media coverate is based on framing by antagonists". Uncertainty and lack of confidence as a driver for conversation.
She pointed to 100 Days of Gushing Oil – Media Analysis and Quiz.
Performed an indepth analysis of four weeks in June 2010. Among the issues their identied as that Huffington Post had a very large presence in social media. Huffington Post had 10 times as many comments as CNN.com.
Credibility traditional criteria: accuracy, objectivity, comprehensiveness, currency, authority (Alexander & Tate, 1999; Metzger 2007).
Social media and credibility:
- "Inaccurate information is probagated quickly".
- "Bias in user-generated content"
- Authority linked to source. "Source anonymity make authority difficult to determine" (e.g., Wikipedia)
- "Cult of amateurs and the devaluation of expertise" (e.g., Wikipedia)
- "Users show suboptimal skill in evaluating information produced via social media"
Credibility advantages of social media:
- "Collective intelligence"
- "Multiple perspectives have equal voice"
- "Experience-based information authority and currency"
- "Information propagated via trusted ties".
- "Credibility evaluation via crowdsourcing"
She referenced research from the paper From Encyclopædia Britannica to Wikipedia.
Crane pointed to the McDonalds blog Values in practice somewhat ambivalently: The number of posts in 2011 was 16 and with an average of 0.5 comments per post and 3.1 likes, - comparing that to 11 million likes on the McDonald Facebook page. The blog bring only positive stories.
The Guardian's Sustainability blog more successful. It has both positive and negative posts (about Guardian), yet still only 2.2 comments on average.
Responsible drinking campaigns:
- Diageo: "The choice is yours" YouTube video. http://drinkiq.com Hard to find
- Molson: the message in the bottle http://themessageinthebottle.com  Not many views.
Research from the paper Strategic framing in the BP crisis: a semantic network analysis of associative frames was presented.