Chapter 7: Exercise and Key Terms

Whether in the public or private corners of the internet, conduct yourself online in a manner that is always conducive to your professional success, following established netiquette principles, as well as using social media effectively and responsibly.

• 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.