82 Conclusion

Returning to Dhavit’s situation:

• What tools or ideas could Dhavit suggest to his boss to help promote job opportunities at his organization?
• What factors should Dhavit consider when designing his message to build engagement?
• What kind of approaches should Dhavit steer clear of?
• What might Dhavit do with his own digital footprint, as an established (but not very digital) business professional?

Check Your Understanding

Additional Resources

Social Media Etiquette Rules for Business https://blog.hootsuite.com/social-media-etiquette-rules-for-business/

The State of Digital Literacy in Canada (2017). The Brookfield Institute report http://brookfieldinstitute.ca/wp-content/uploads/2017/04/BrookfieldInstitute_State-of-Digital-Literacy-in-Canada_LiteratureReview.pdf

Glossary

Analog media – created by encoding information onto a physical object that must then be paired with another device capable of reading that specific code.
Co-creation –  this is the highest level on the matrix, in which users are earning, sharing, advocating, socialising and co-developing.
Co-Destruction – users will create new negative content with the aim of diminishing the reputation, trust or value of a person/brand/platform.
Consumption – this is a passive form on engagement, where users are reading and watching, primarily using social media as a source of information.
Crowdsourcing – refers to the idea stage of development where people from various perspectives and positions offer proposals or information to solve a problem or create something new.
Detachment – detached users have actively disengaged with a social media platform, person or brand. They will “unlike” or adjust settings so they do not see information or content.
Digital media – composed of and/or are designed to read numerical codes (hence the root word digit).
Digital footprint – how you are represented on the internet. May include images and a variety of social media networks if you participate in them.
Dormancy – these users may have previously been engaged online, but may occasionally be described as ‘lurkers’. They make no contributions nor do they engage online.
Negative contribution – users will make negative active comments to try and influence others to change their feelings or opinions about a brand, subject, person or platform.
Positive contribution – users are engaging with content and others, but not necessarily adding content.
Social networking sites (SNSs) – allow users to build a public or semipublic profile, create a network of connections to other people, and view other people’s profiles and networks of connections.
Technological convergence – the digitalization of traditional media that allows them to circulate freely and be read/accessed/played by many digital media platforms without the need for conversion.

References

Brabham, D. C. (2008). Crowdsourcing as a model for problem solving: An introduction and cases. Convergence: The International Journal of Research into New Media Technologies, 14(1), 76.

Boyd, D. M., & Ellison, N. B. (2008). Social network sites: Definition, history, and scholarship. Journal of Computer Mediated Communication, 13(1), 211.

Dolan, R., Conduit, J., Fahy, J. & Goodman, S. (2015). Social media engagement behaviour: A uses and gratifications perspective. Journal of Strategic Marketing, DOI: 10.1080/0965254X.2015.1095222.

Kaufman, W. (2008, August 20). Crowd sourcing turns business on Its head. Retrieved from http://www.npr.org/templates/story/story.php?storyId=93495217

Maslow, A. H. (1987). Motivation and personality (3rd ed.). Delhi, India: Pearson Education.

Richardson, K., & Hessey, S. (2009). Archiving the self?: Facebook as biography of social and relational memory. Journal of Information, Communication, and Ethics in Society, 7(1), 29.

Siapera, E. (2012). Understanding new media. Thousand Oaks, CA: Sage.

Statista. (2018). Most popular social networks worldwide as of April 2018, ranked by number of active users (in millions). Retrieved from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

Content in this chapter was adapted from Communication in the Real World: An Introduction to Communication Studies by a publisher who has requested that they and the original author not receive attribution. It was originally released and is used under CC BY-NC-SA. The original work and this adaptation unless otherwise expressly stated, are licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Additional content was added from Understanding Media and Culture: An Introduction to Mass Communication by a publisher who has requested that they and the original author not receive attribution, which was originally released and is used under CC BY-NC-SA. This work, unless otherwise expressly stated, is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.