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Task (a): Ideate a product (service) preferably an innovation & conceptualize / create a brandname.

Social media includes web-based and mobile technologies used to turn communication into interactive dialogue between organizations, communities, and individuals. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." Social media is ubiquitously accessible, and enabled by scalable communication techniques. Everyone uses social media today or so it seems. But, there are still many unknowns to social media that confuse the average web surfer, whether its why so many people love Twitter or how copyright law pertains to the internet. Lets iron out the wrinkles that might still be murky for some web surfers. What is social media?

Most of us probably use social media without even thinking what it actually is. Social media is a form of interactive media by which users can communicate with each other through posts, content, photos, and

videos. Message boards, forums, blogs, and YouTube are all forms of social media. Social media is content we make and share together. Is there a difference between social media and social networking?

Some people use the terms social networking and social media interchangeably, but they are two different entities. Social media, as we just discussed, is a platform that allows users to share information through content, photos, and videos. Social networking such as Facebook, Twitter, and LinkedIn is a platform that allows people with common interests or goals to come together to talk and to share information. Facebook, for example, allows people to reconnect with old friends and to connect with people who have similar interests. Social media platforms and social networking can overlap. What is social bookmarking?

Think of social bookmarking using websites such as Digg, Stumble Upon, and Delicious this way. When you find a website to which you want to return, you bookmark it in your internet browser, right? You do the same with social bookmarking. With social bookmarking, however, you can share your

bookmarks (and resources) with the general public if you choose. Sharing of bookmarks allows users ready access to more resources and information. Copyright laws (they still apply to social media!)

You cannot use someone elses work, even online, without their permission. Maybe you run a blog and find an article that would be perfect to share with your readers. You cannot copy and paste the article and post it on your blog as your own work or even crediting the author unless you receive the authors permission first. And, that goes for photographs, too. Never use work that is not your own without first getting permission. Twitter & Facebook

Its not how Twitter & Facebook works that causes confusion. Have you ever heard people mutter they just dont understand why anyone would want to announce every little detail of their day to an audience? Thats how a lot of people still view Twitter today: an online diary of sorts that allows you to share trivial parts of your life with others.

But, Twitter & Facebook has become an effective tool for those from the media to entrepreneurs who want to share information and news, and promote products, services, and sales quickly and effectively. Its private or is it?

Is the information you share on social media really private? Think Facebook. You might have your account set to the strictest privacy settings, but how protected are you? Facebook recently announced that it planned to share user information, including home addresses and phone numbers, with third parties, regardless of privacy settings. The only way to truly protect yourself is to steer clear of social media and social networking, which isnt an option for most people, so be sure to read the Terms of Service and Privacy Terms carefully when you sign up for a site like Facebook, MySpace, or Twitter. What is Web 2.0?

Youve probably heard the term Web 2.0, but what is it? Think of it as the internets second generation. Gone are the days where websites are static. Todays internet is all about interaction and dynamic websites. In Web 2.0, users create and publish their own content, develop their own websites, and use social media and social networking to share information, photos, and videos.


Task (b): What steps will you take to protect the products innovation / brandname? Solution:
Online reputation management is critically important, but relatively simple to develop. It requires three things: planning, proactive listeningand a clear and well-defined response mechanism. Here are five actionable insights that can help you build a cohesive, effective brand management strategy: 1. Face Facts You may have spent untold amounts on branding, website design and corporate communications, but these efforts pale next to the hundreds of millions of people sharing ideas and opinions in social media. They are talking in public about companiesand in doing so, they are defining brands. You need to

accept this reality and not cavalierly disregard brand management as a nice to have. Its a got to have. Right now 2. Listen (All the Time) Put your ear to the ground and start listening to what people are saying. Not doing this because you are afraid of what youll find could be the death knell of your business. To move from good to great, you must face brutal facts and improve that which needs improving. Be unwavering on this. Perform searches for your company on the main social media platforms: Twitter, Facebook, YouTube and LinkedIN. What are people saying? Is it accurate? Dont get defensive if you find something negative. In fact, those can be valuable business insights. If a blogger flames your company, dont ask: How can we get rid of this post? Ask: Are they right? What can we do to fix it? Then fix it and let them know youre fixing it. I also advise against leaning too heavily on technologies for online reputation defense and sentiment analysis. I speak from personal experience: At the time of this writing, even the very best technologies miss critical posts, misjudge sentimentand lack the human element so important to effective brand management. Your brand is too important to leave to chance. Put human eyes on this stuff. 3. Engage with Grace and Humility. You cannot control the conversation, but you can be part of it. If someone posts something negative about your brand, even if its not accurate, others will pile on in a mob-like fashion. For every moment you allow that to continue, you risk permanent damage to your brand. But, you cannot barge in. Again: you may work for a $50 million corporation, but guess what? You come to the social media table with one vote, just like everyone else. Engage like a person, not a corporation lest you merely fan the flames of public discontent. 4. Unlearn What Youve Learned. Gone are the days when you can issue a press release to respond to crisesand be done with it. Corporate statements are now not only largely ineffective, they can be counterproductive. If I were advising Tiger Woods during his fall from grace, I would have silenced his attorneys and PR firm people, who merely made things worse. I would have sat Tiger down, showed him how Twitter works and instructed him to to be honest, admit his mistakes and tell people what he was doing to make things right. From a communication standpoint, it would be a win. Tigers Twitter page would likely have trumped the media coverage, and Tiger would have been able to influence the conversation. It might have salvaged a few of his sponsors. More than that, it would have salvaged his reputation. Same goes for Bank of America or Verizon. They should have simply apologized and admitted they were being greedy.

You can turn your most vitriolic critic into your most vocal evangelist if you have humility and listen. Remember: social media is not a media. Its not marketing. Its a human relationship. Treat it as such, and your brand management strategy will be more effective than most. 5. Do the Right Thing. When you engage in social media, be honest, care about your customersand do the right thing. Social media, with its new-school technologies, has ushered in a return to old-school business practices. I love that. If you make a mistake, acknowledge it. Offer to fix itand then, do it. Its not good for business; its great for business. Bring old school to new media. Shakespeare aptly summed up effective brand monitoring and reputation management: Mind your speech a little lest you should mar your fortunes. An effective online reputation management strategy is not something you can put off until tomorrow, because guess what? An army of empowered consumers are defining your brandtoday.

Task (c): Detail all the 7 Ps/Cs applicable to your chosen product. Solution:
I've been thinking a lot recently about the role of technology, multimedia and social media in youth participation. How goes a video project really engage young people? What role does the video play? What about an online forum or a twitter-network? How can we make sure multimedia and social media really enhance the voice of young people in decision making? So, on a delayed train yesterday I sat down to sketch out the different ways in which technology and participation can mix. The result was the 7 Cs of social media.


setting well prepared online videos, presentations and serious games can provide

young people and adults with insights into an issue. For example: Creating a common craft style 2 minute video to explain a local area agreement process; Getting the young people from last years youth council to record a training video for next years youth council.


expression Article 13 of the UN Convention on the Rights of the Child gives young

people the right to receive and impart information and ideas of all kinds, regardless of frontiers, either orally, in writing or in print, in the forma of art, or through any other media of the child's choice. In other words young people a right to share their views through rich and creative multimedia presentations rather than long and boring reports. Social media and multimedia tools afford massive opportunities for young people to share their views and their stories authentically and creatively. By preparing a creative high-impact multimedia presentation for a local authority or management board in advance, a group of young people can be sure their message won't get lost on the day. For example: Instead of a Q&A session with young people and bosses, recording a podcast interview with them; Exploring different ways for young people to share their stories online and to help decision makers understand how policies and practices affect them;





about online





involve electronic voting at events, text-message questionnaires, choosing between options in an online power league, or responding to context-setting audio and video to express a view. Multimedia platforms massively increase the range of ways in which you can ask a question and get in answers from young people. For examples: Inviting young people to prioritize an organizations spending using a Power League; Using online maps to consult on where to build new youth provision; Creating dynamic online survey about the local area including pictures and videos to explain each question; Building a 'consultation widget' that can collect ideas from young people across a wide range of websites.

in consultation you ask, you listen, you (hopefully) act. In conversation, you ask,

you listen, you get into the details, you talk some more, you explore ideas and you come up with creative new solutions. Blogs, online discussion forums, web chats and video conferencing all provide ways to open up the conversation to a wide group of young people and create a great record of the conversation for all to see. For example: Using an online discussion forum to develop an agenda and campaigns with a youth parliament.


youth participation should involve young people sharing in decision making or

should involve young people developing and leading their own projects (with appropriate support). This involves collaboration. And providing platforms for collaboration is something social media is good at. Whether it's a TakingItGlobal project site used to co-ordinate meetings, a facebook group used to send updates to project members or a Google Apps account used to put together a document or presentation collaboration tools abound online and provide new opportunities to transparently and participatively build upon conversations and to build towards action. For example: Using a project collaboration website to keep work on an issue going between face to face meetings; Developing presentations and documents collaboratively online.

social media provides a wealth of ways to communicate a campaign message

with a wide audience, and to get people involved in calling for change. Online petitions and pledges, viral videos, online campaigning toolkits, linking with and learning from other campaigners all are ways in which multimedia and social media can be used in campaigns.

For example: Creating a viral video to spread a campaign message; creating an online pledge to gain community support.

you can't have a list related to participation without having Change. Especially not a list

of Cs. Using the latest and greatest tools for youth participation only means something if there is the possibility of, and movement towards, change for the better for young people. Of course, change is also on this list for another reason. You should certainly make sure you video, blog, podcast and photo stream your stories of change as an inspiration to others

Task (d): Develop the services process flow chart of designing, developing, providing & delivering the service. Solution:


Social media flow diagram