User:Blondlox/Presentations/Introduction to Social Media

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Introduction to Social Media

A short introductory presentation given to students at University of Canberra on reasons to use social media,
and things to consider in relation to an Online Identity.

Wednesday 28th March, 2012
University of Canberra
15 minute presentation with ~ 5 minute discussion

Matthew Robinson
Emerging Academic
University of Canberra

Overview of the different areas of a student's online profile
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Presentation Slides
Discuss this presentation

Key Points[edit]

  • Social media is a great way to network, form contacts and receive feedback
  • It is a great way to promote yourself and sell your ideas
  • Social media shouldn’t be disregarded. It is something that needs to be considered when creating a new product, doing business, and throughout your innovative adventures.
  • It is important to be Authentic and mindful when using social media

Social Media[edit]

Note: This presentation is not a “how to” of social media, for that see the links below.

As university students, it is vital to have an understanding on the impact of social media, its uses in both a business and a personal context, and the ways it can be implemented to enhance your educational experience. As a tool which engages with the world openly and publicly, social media can be daunting; the main reasons that people don't use social media has been identified as concerns over privacy, fear and lack of motivation.
However, the power of social media can not be denied. In Australia alone, there are currently 1.8 million registered twitter accounts[citation needed], just under 4 million registered Facebook accounts[citation needed] and more then 200 well-known social media platforms[citation needed]. It is the believe of the presenter that with an understanding on how to create, build and control one's online personal (brand) identity, that these fears can be put to rest and the use of social media will become a beneficial habit and tool.

Understanding Social Media[edit]

This process requires the understanding of what content is being placed online (a blog on research versus a "dear diary" blog), the intended audience (particularly in relation to privacy boundaries) and its purpose (brag, gain feedback, build on knowledge, etc.). By taking a step back and analysing the interactions of these three areas, a person is better able to set up an online presence which enables the correct and appropriate information to get to the correct audience. For example, a sports journalist may keep a twitter account on his personal adventures travelling around the world, write a blog on his interest of the different ways cultures value sports, and keep a Facebook account to keep in contact with family and friends back home. These three areas of his life (travel, sport and family/friends) all fall under an umbrella of who this journalist is as a person and his interests, but at the same time by using different social media platforms enable him to post and cross post content appropriate for each online environment and audience.


As important as it is to identify audience and the appropriateness of material, this should not come at the cost of being 'unreal' or 'unauthentic'. Hence, authenticity is the key with sustaining an online social identity. Furthermore as proposed by Levine, Locke, Searls and Weinberger [1] in the Clue Train Manifesto, authenticity is the key for a successful marketing strategy by businesses and corporations. When looking at developing an Online Student Identity (with the aim of moving into a Business/Professional Online Identity) it should not be seen as a 'ego platform', but rather as a place for personal development, to share interests and engage with others who have the same passion. Hence, it is okay to be wrong, to make mistake or to ask for help. Through this method of authenticity, personal values (which will reflect on company values) will naturally be present and people who hold these same views and values will be more likely to interact and engage.

Student Online Identity: the interaction of the areas of a student's online identity.

Student's Use Of Social Media[edit]

As a student (and in particular as entrepreneurial and business students), three different areas can generally be identified when using social media, these are personal, business (career oriented), and education. The interaction between these three areas would generally (or hopefully in relation to someone doing what they enjoy) see a person's business or career oriented interests align within their realm of education. Both of these will in part cross over with their personal connections and interactions, however there will also be a seperation in regard to private matters, etc. Within each area a person will have a different audience to think of, particularly in relation to privacy and appropriateness of material being posted, which will effect the type of social media platforms used.

Person in Business Online Identity: the interaction of the differnt areas of an online identity of a person in business.

Reason for use: Keeping up with friends and family, sharing recent events, personal interests and hobbies etc.

Example: Facebook, Youtube, Blog

Reasons for use: Business (career) - networking, staying in touch with the latest news in your area of interest, promoting yourself

Example: Blog, Twitter, Linked-In, RSS

Reasons for use: Educational – looking for feedback, networking, learning the value of social media for future job prospects, personal interests and hobbies

Example: Blog, Wikipedia/Wikiversity, Twitter

Business Use of Social Media[edit]

Companies that don't realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity - Number 15, Clue Train Manifesto.

For a person in Business the interaction between the three areas will change slightly, as the business becomes the prominent body of work placed online. Though as humans we are always learning and developing our skills, and as such this area can be seen as within a person's business or career focus. See Diagram.

Guiding Principles[edit]

Guiding principles are fundamental when using social media. They need to be considered for the reason of privacy and as a person placing information in a public domain. Hence, companies and businesses always have a social media policy which usually identifies the following as fundamental guidelines when using social media:

  • Be Honest (Authentic)
  • Be Respectful
  • Personal Responsibility
  • Personal Judgement
  • If you feel slightly uncomfortable about something that you are about to publish, take a moment to think about the content and any possible consequences. If in doubt do not publish.
  • Privacy
  • Question what information you place online and where. Ie. Phone, Address, Birthday, etc.
  • Legal Obligations
  • Copyright

How to use Social Media Platforms[edit]

Social Networking

Professional Networking




  • Blogger
  • Wordpress


See Also[edit]

Previous Social Media Campaigns[edit]

The following are some examples of successful social media usage and campaigns in business and of social movements.


  1. Levine, R., Locke, C., Searls, D. & Weinberger, D. (1999) The Clue Train Manifesto. [Online] Avaliable at