A ROTARIANLS GUIDE to Soclal Medla

Home , Ameba (website), Jaiku, LiveJournal, Mixi, Odnoklassniki, Pixnet

a rotary primer globaloutlook a rotarian’s guide to social media

nov10-61-68-globaloutlook-V6.indd 61 10/18/10 3:25 PM tHe social media landscape

MICRO-MICRO- BLOGBLOGGINGINGGMICRO-MICRO- SOCIAL SOCIAL BLOGBLOGMICRO-MEDIAMEDIAGINGINGG SOCIALBLOG SOCIALBUSINESSBUSINESSGIN G MEDIAMEDIAMICRO- SOCIALSOCIALSOCIAL BUSINESSBUSINESSBLOGMEDIAGIN G BUSINESSSOCIAL SOCIAL MEDIASOCIAL BUSINESS SOCIAL BLOGBLOGGINGINGG BLOGNBLOGNETETWORWORsGINGINocialGKINGKIN GG BLOGSHmultimediaSHARARGININGINGG NNETETNNETWORETWORWORWORKINKINKINKINGG GG NBOOSHBOOSHBLOGETARmicro-ARWORKKMARINGMARGININGKINGKK INING GGNNETETSHbWORWORusinessARKININGKING G BOOBOONNETETKKsWORMARWORMARocialKINKKKININ INGG BOOSHKARMARINGKING NETWORKING BOOKMARKING netWorking sHaring blogging blogging netWorking bookmarking

Connecting Posting Publishing Broadcast- Connecting Organizing What it with friends video, news or ing short with other and sharing involves and family photos, keeping an messages to professionals. your favorite online. and music. online journal other users or web pages or diary. subscribers. and sites.

World leader by % of Facebook YouTube Blogger Twitter LinkedIn Digg all internet 33.4% 24.1% 11.6% 7.1% 2.5% 0.8% users who visit the site*

Hi5 Dailymotion Ameba Digu APSense Delicious Kaixin001 Flickr Blogfa FriendFeed Biznik Diigo other Mixi Ku6 LiveJournal Identi.ca Ecademy Mister Wong leading MySpace Megavideo Mihan Blog Jaiku Fast Pitch Mixx sites Orkut Photobucket Seesaa Plurk Focus Propeller QQ/Qzone Tudou TypePad Tumblr Ryze Reddit VKontakte Youku WordPress Yammer XING StumbleUpon

You can Visual media You can Creating short Creating an You can post status can appeal create your messages online network access a list advantage updates, share to a wide own mini doesn’t take may generate of your favorite photos, and audience. website in a lot of time. new business websites from chat all in minutes. leads. anywhere. one place.

Privacy Users need to Regularly Irrelevant Users may feel Using tags, disadvantage settings can be aware of updating a chatter, or pressure to or keywords, be complex. copyright laws. blog requires “noise,” can share sensitive may be commitment. be frustrating. information. confusing.

How to Add Rotarian Post photos Share your Send brief Find someone Click the

promote to your profile. or videos club’s news reminders in your network Share button BY OTTO STEININGER rotary of a service on a blog. about Rotary to invite to a on an RI project. events. Rotary event. News story. LLUSTRATIONS • • • • • • I

* According to Alexa.com’s three-month average as of 13 July.

nov10-61-68-globaloutlook-V6.indd 62 10/18/10 3:25 PM social media in action

good news Ramona’s club in Peru has come to an agreement with a club in India to build a children’s hospital. Ravi, a Rotarian in India, is helping her spread the word through social media.

(1)

(2) (3)

(4)

(6)

(5)

(7)

(1) ramona posts the news on her Facebook page. Her fellow club members are ecstatic, and they look forward to their next meeting. (2) sHe creates a youtube cHannel with videos she found about the city where the hospital will be built. (3) sHe joins a group about infant mortality on

BY OTTO STEININGER XING and finds an expert to speak at an upcoming fundraiser. (4) on tWitter, sHe tWeets a message about the fundraiser with a link to her YouTube channel. (5) Her district governor retWeets the message. A club in her district watches the YouTube videos at its next meeting and is moved. (6) tHe Fundraiser is a success. Ramona collects attendees’ e-mail addresses and sends them a link to the blog Ravi has started. (7) ravi keeps LLUSTRATIONS I a blog to show the progress on the hospital. Once the hospital is complete, He Will use tHe blog as a resource for his club’s next project.

nov10-61-68-globaloutlook-V6.indd 63 10/18/10 3:25 PM and a text-to-donate campaign helped the Red Cross raise over $396 million in less than three months. Web users caught in political turmoil have also found support through social media. In June 2009, when incumbent Mahmoud Ahmadinejad beat Mir Hossein Mousavi in the Iranian presidential elections, doubts over the authenticity of the election results escalated into demonstrations that flooded the streets. Protesters who wanted to communicate with each other and spread their message to the rest of the world turned to social networking sites. Iranians sent status updates through Twitter about what was happening on the ground and posted videos on it would be easy to write YouTube and photos on Flickr immediately after taking them. off Facebook, Twitter, and The outcome was historic: Social media broke news faster than YouTube as websites that help major news networks. people goof off – but you’d great The most powerful moment of the Iranian election crisis came have to ignore the millions from a 40-second YouTube video of Neda Agha-Soltan’s last of dollars that humanitarian moments of life after she was shot in the chest at an antigovernment organizations have raised using moments demonstration. The footage moved viewers worldwide and social media, and the millions of refocused global attention on the bloodshed in Iran. people whom social networks in social Social media have been as instrumental in telling tales of heroism touch every day. Though you as they have of tragedy. When Captain Chesley “Sully” Sullenberger might not think of them as saved 155 passengers and crew by landing a disabled commercial serious communication tools, media airliner, US Airways Flight 1549, in New York City’s Hudson River social media sites have proved in early 2009, the story of “the miracle on the Hudson” unfolded to be a powerful force for doing messages tHat through social networks. Janis Krums, an eyewitness, published good in the world: They’re free, cHanged History the first picture of the landing after capturing the image on his and they spread information iPhone and posting it to Twitter. The photo became recognized faster and to more people than by ben parr worldwide as both a record of the first moments of the event and any other mode of commu- as proof of social media’s rapid, powerful reach. nication in history. The news- International and government agencies have also discovered paper, telegraph, telephone, and e-mail don’t even come close. the utility of social media in times of crisis. Last year, as the In early 2009, Twitter users coordinated a one-day worldwide world began to panic about the spread of the H1N1 virus (swine fundraiser to support Charity: Water, a nonprofit organization flu), many feared it would become the worst pandemic since dedicated to bringing clean and safe drinking water to developing the Spanish flu of 1918. At the peak of concern, Twitter users nations. The offline festival, called a Twestival, was planned in sent tens of thousands of messages about swine flu every hour. less than a month and brought together more than 10,000 Agencies such as the World Health Organization and the U.S. attendees in over 200 cities, raising more than US$250,000. Centers for Disease Control and Prevention responded by using This year, Twestival participants in 45 countries upped the Facebook, Flickr, YouTube, MySpace, and podcasts to disseminate ante, bringing in more than $450,000 for another charity, up-to-date information on H1N1. WHO and CDC are also Concern Worldwide. The event marked a watershed moment using HealthMap (www.healthmap.org) – a popular tool that for fundraising and international service programs, showing that aggregates disease outbreak data in several languages from around social media have the power to rally support for humanitarian the Web, including from social media sites – to map swine flu causes in a short time. cases throughout the world. Earlier this year, when a 7.0 magnitude earthquake devastated Although the swine flu outbreak ended up being no more Haiti, killing over 200,000 people and leaving another million lethal than that of the average flu virus, the event demonstrated homeless, social media users spread news of the disaster and how far social media have come in distributing information mobilized aid. Minutes after the quake struck, shocking images at critical moments. Social media help us learn, respond, of the aftermath flooded Facebook and Twitter. It wasn’t long until educate others, and raise funds faster and more effectively than contributions began pouring into the relief effort. Social media ever before.

nov10-61-68-globaloutlook-V6.indd 64 10/18/10 3:25 PM social networking can helpyou connect with distant friends or gather with others in the real world. But small details that you give away – your location, the causes you support, even your favorite movies – could have serious implications if a burglar, strong- arm government, or prospective client got hold of them. If you think you’re sharing this information only with friends, you might be mistaken. Over the past decade, social networking sites have deliberately and accidentally released private data. The biggest threats come from companies that share or leak your information in ways you may not understand or approve of. Facebook (www.facebook.com) has made several high-profile privacy mistakes. In 2006, it began publishing users’ actions, such as the groups they’d joined, to public news feeds. The surprise change made people reluctant to connect with support groups and other organizations. “We really messed this one up,” said Mark Zuckerberg, Facebook founder, in his open apology letter. their security by broadcasting In late 2009, the company settled a class-action lawsuit over its that they aren’t home. Beacon technology, which tracked some users’ off-site purchases and A latecomer to social net- published the transactions on Facebook. Then, earlier this year, Face- social working, Google tried to book changed people’s account settings to make more of their con- make up ground – and over- tent public, requiring them to take action to restore their privacy. reached – when it launched Service bugs could also put your personal information in danger. networks Buzz (www.google.com In 2008, Bebo (www.bebo.com) granted several New Zealand users /buzz) in the beginning of this full control of other individuals’ accounts, allowing them to view, risk your year. Leveraging users’ Gmail copy, and modify details that hadn’t been publicly released. data, Buzz automatically cre- One of China’s largest social networking sites, Qzone (www ated social networks based on .qzone.qq.com), and other Tencent QQ-related services have faced privacy frequently e-mailed contacts government pressure that could jeopardize users’ privacy. In 2005, and made these contact names officials demanded that Shenzhen-based Tencent collect the real names beWare oF public, no matter who they be- of members who founded and administered virtual groups, but the WHat you sHare longed to: a best friend, divorce company didn’t follow through. Still, the Chinese government has attorney, or psychologist. continued to push against anonymity, so private information shared by Zack stern Google soon changed the set- on social networks might one day appear in a government report. tings of these networks be- Location-based services present another threat. Sites such as Loopt cause of public backlash. (www.loopt.com) and Foursquare (www.foursquare.com) help you The upside to these cautionary examples is that the world is find the location of friends through GPS, and this data often is pub- becoming aware of how websites use information. “People are licly recorded. Did you walk in a protest or call in sick to work to having a thoughtful debate and discussion about what privacy is take your child to the zoo? Strangers might see those details, depend- and what they want,” says Rebecca Jeschke, media relations director ing on your privacy settings. PleaseRobMe.com used location data of the Electronic Frontier Foundation (www.eff.org). It remains to from Twitter (www.twitter.com) to show how users compromise be seen if social networks are listening.

stay safe witH social media

To get the most out of in or out of services without social media service. If identify what social networks photos, and videos and social media sites without your permission. Visit your the service is hacked or your can do with your information. who might see them: sacrificing your privacy, account settings page each password is stolen, your Learn about updates to clients, peers, or keep these tips in mind: month to look for changes. other online accounts won’t major sites’ terms of service governments. Even social- • Revisit your privacy settings. • Protect your account login. be compromised. at www.tosback.org. networking games and Social networks sometimes Use a unique password • Take a second look at the • Think before you post. quizzes could send your change settings and opt you when you register for any terms of service. These rules Carefully consider the text, data to marketers.

nov10-61-68-globaloutlook-V6.indd 65 10/18/10 3:25 PM World 2.0 favorite social media by geograpHic area

top Four social media sites in selected areas

argentina belgium Chile denmark germany Japan ● Facebook ● Facebook ● Facebook ● Facebook ● Facebook ● YouTube ● YouTube ● YouTube ● YouTube ● YouTube ● YouTube ● Ameba ● Taringa ● Blogger ● Blogger ● Blogger ● Twitter ● Mixi ● Blogger ● Netlog ● Taringa ● Twitter ● XING ● Twitter australia brazil China egypt india korea ● Facebook ● Orkut ● QQ/Qzone ● Facebook ● Facebook ● Facebook ● YouTube ● YouTube ● Youku ● YouTube ● YouTube ● YouTube ● Blogger ● Blogger ● Tudou ● Blogger ● Blogger ● Cyworld ● Twitter ● Twitter ● Ku6 ● Twitter ● Orkut ● Blogger austria bulgaria Colombia Finland iran mexiCo ● Facebook ● Facebook ● Facebook ● Facebook ● Blogfa ● YouTube ● YouTube ● YouTube ● YouTube ● YouTube ● Mihan Blog ● Facebook ● Blogger ● Vbox7 ● Blogger ● Blogger ● Cloob ● Blogger ● Twitter ● Blogger ● Taringa ● Suomi24 ● Blogger ● Taringa bangladesh Canada CzeCh r epubliC FranCe italy mongolia ● Facebook ● Facebook ● Facebook ● Facebook ● Facebook ● YouTube ● Blogger ● YouTube ● YouTube ● YouTube ● YouTube ● Facebook ● YouTube ● Twitter ● Lidé ● Dailymotion ● Blogger ● Hi5 ● Somewhere in Blog ● Blogger ● Stream.cz ● Blogger ● WordPress ● Blogger

According to Alexa.com’s one-month traffic rankings as of 13 July. White areas represent places for which data was unavailable.

nov10-61-68-globaloutlook-V6.indd 66 10/18/10 3:25 PM MICRO- BLOGGING SOCIAL MEDIA BUSINESS SOCIAL BLOGGING NETWORKING SHARING NETWORKING BOOKMARKING

MICRO- BLOGGING SOCIAL MEDIA BUSINESS SOCIAL BLOGGING NETWORKING SHARING NETWORKING BOOKMARKING

MICRO- BLOGGING SOCIAL MEDIA BUSINESS SOCIAL nepal norway poland saudi arabia switzerland united k ingdom ● Facebook BLOG● FacebookGING ● YouTube NETWOR●KIN YouTubeG SHARING● FacebookNETWORKIN●G FacebookBOOKMARKING ● YouTube ● YouTube ● Facebook ● Facebook ● YouTube ● YouTube ● Blogger ● Blogger ● Nasza-klasa.pl ● Blogger ● Blogger ● Twitter ● Twitter ● Twitter ● Blogger ● Netlog ● Twitter ● Blogger the netherlands pakistan portugal south aFriCa taiwan united s tates ● YouTube ● Facebook ● Facebook ● Facebook ● Wretch.cc ● Facebook ● Hyves.nl ● YouTube ● YouTube ● YouTube ● Facebook ● YouTube ● Facebook ● Blogger ● Blogger ● Twitter ● YouTube ● Twitter ● Twitter ● Twitter ● Hi5 ● Blogger ● Pixnet.net ● Blogger new z ealand peru romania spain thailand uruguay ● Facebook ● YouTube ● YouTube ● Facebook ● Facebook ● Facebook ● YouTube ● Facebook ● Facebook ● YouTube ● YouTube ● YouTube ● Blogger ● Blogger ● Hi5 ● Blogger ● Hi5 ● Blogger ● Twitter ● Hi5 ● Blogger ● Tuenti ● Blogger ● Taringa nigeria philippines russia sweden turkey Venezuela ● Facebook ● Facebook ● VKontakte ● Facebook ● Facebook ● Facebook ● Blogger ● YouTube ● Odnoklassniki.ru ● YouTube ● YouTube ● YouTube ● YouTube ● Blogger ● YouTube ● Blogger ● Blogger ● Blogger ● Twitter ● Friendster ● LiveJournal ● Twitter ● Izlesene ● Twitter

nov10-61-68-globaloutlook-V6.indd 67 10/18/10 3:25 PM multimedia: Online status: A short F content that incorporates description of what you’re tHe feed: A constantly several forms of media, doing right now. updated stream of such as photos, video, information delivered audio, and text. syndication: A method social at regular intervals. of delivering online content Subscribe to the from blogs and news sites RI News feed at N to another website or A short, www.rotary.org. notification: web user. Really Simple media automated message Syndication (RSS) allows informing you of an follow: To subscribe to users to subscribe to action you or a friend has a microblog feed, such news and blog feeds. glossary as on Twitter. Follow Rotary taken. For example, on at www.twitter.com/rotary. Facebook, you may receive a notification each time T by megan Ferringer To add keywords to friend (noun): A a friend posts an update tag: a bookmark, video, photo, person who has agreed or uploads photos. or blog post to help users to connect with you search for media by topic. on a social network. P A permalink: A unique @: In microblogging and trackback: In blogging, friend/unfriend (verb): hyperlink to a blog post or social networking, a symbol a way to link a post to To add someone to or article that continues to placed before a username a comment or response delete someone from work even if the page is to mention or reply to published on another blog. your social network. moved or archived. a user. For example, on Twitter, adding @Rotary tweet: On Twitter, a mes- Software added to the beginning of your plug-in: sage of 140 characters or G to an application to perform tweet shows that you geotag: To add location fewer published to a feed. special tasks. are speaking to or about information in the form Rotary International. of metadata or tags. For tweetup: An organized, example, on Flickr, you post: An article, message, in-person gathering of or entry published on a blog archive: A historical may identify your photos people who use Twitter. or social networking site. collection of articles or with the location where posts, usually on a blog or you took them. A news website, organized privacy settings: U set of preferences you username: The name, by date or category. View control to determine or user ID, you use the RI News archive at H hashtag (#): A symbol how a website uses the to log in to a website www.rotary.org. that allows you to tag, or information you share. and identify yourself to categorize, your microblog others. On Twitter, RI’s B posts. On Twitter, using profile:An online username is Rotary. block: To prohibit #Rotary marks your tweets representation of some- someone from sending you as Rotary related. Searching one’s personal identity. V messages or viewing your Twitter for #Rotary yields On Facebook, you must viral: Spreading quickly profile or other information all Rotary-related tweets. be a person, not a busi- throughout the Internet. on a social network. ness or organization, Popular phrases, ideas, hits: The number of to have a profile. photos, and videos can blogroll: A list of times people have visited travel rapidly from user recommended blogs or a website or web page. to user through links, web pages, usually about R parodies, and reposting. a similar topic or topics. retweet: On Twitter, to L repeat, or repost, a tweet link (or hyperlink): by typing RT @ plus the W D A web reference that original author’s username wall: On Facebook, a dashboard: A control allows you to navigate and message. feed of a user’s latest panel or interface, such to another web page activities displayed on as on a blog, that allows by clicking on text or his or her profile page. you to manage your a graphic. S media and settings. short URL: A con- densed web address for use in microblogging 8 M ConneCt with Rotary Information E metadata: and other social media. International and The Rotary embed: To display a such as a tag, descrip- Web sites like Tiny.cc Foundation on Facebook, video or photo from another tion, or caption attached and Bit.ly can shorten Twitter, LinkedIn, and more. site by adding a line to a photo, video, blog a long hyperlink to a Visit www.rotary.org of code to your web page. post, or other media. few characters. /socialnetworks.

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