• Strategic / Conceptual Lecture:
    • Transparancy = Credibility
      • “An organizations credibility will be proportional to the degree to which it can become transparent to the individual within it, and the procedures and processes that it uses to conduct its business.” – Jay Van Buren
      • The Example of Scobalizer
    • Value Proposition
      What are you offering your viewers / users ? Insight? The Latest News ? Curation ? Analysis ? Beauty ? Humor ? A sense of belonging? The sense that someone cares? A place to shine ? What is a website you visit at least once a week? What do you get out of it? What keeps you coming back ?

      • Example of Brooklyn is Watching and why it worked :  Exposure for SL Artists // Novelty and Nerd Fetish Contact High for Hipsters
      • Example of Oprah Transformation of Messy sociopolitical problems into interpersonal / intrapersonal problems that then get solved
    • which platforms are best for what? Lets look at this chart and talk about it a little
    • What kind of content should you create?
      Download this book right now (you don’t really HAVE to but it really is that good). What isn’t getting covered ? What do you ACTUALLY  care about? (cause people can tell when you don’t)
    • Explanation of ecosystems – not one but many blogospheres
      • The importance of Blogrolls, why they are your friend – lets use them to find some good social media blogs real quick.
      • Agregators
      • Commentators
      • Originators
      • Link Farms (avoid like the plague… beep)
      • Cross-over points (between blogospheres) ?
    • Activating the “Game Layer”
      • Definition of Game (notice that was a deep link to part of a page)
      • Flash Mobs and Happenings
      • Foursquare
      • Web fads almost always have a game-like component — ALL your base are belong to us Still funny after all these years (I’m so getting this for my wife)


  • Technical Demonstration: Linked in and Twitter – Tweet Deck and Advanced Twitter use
    • Linkedin Group for this class
    • Linkedin Activities:
    • Twitter Activities:
      • ReTweet (RT)
      • Reply
      • @username
      • Direct Message (DM)
      • Hashtags
      • Lists
      • Favorites
  • In-Class Exercise: Conversation via Twitter lets first get all of you on a list for me and then lets create a social media list together ?
  • Homework Assigned: identify your audience, define your brand, define your ecosystem.
    • Audience Analysis: Who are your important audience(s)? What kind of people are they? What do they care about passionately? What music do they like? What kind of books do they read?
    • Branding Statement: Define as well as you can what your brand is- speak in terms of values -
    • Ecosystem Break Down: what are the outlets that matter in your ecosystem- not just blogs but twitterers, facebook groups, linkedin groups, other websites and publications- which role do they each play? aggregator ? Commentator ? Etc.
    • Read up on some of the social media blogs too and Find one social media blog that you honestly recommend  for our class Blogroll

Homework #2

I signed up to Twitter (@Eliprada), YouTube (Eliprada24), Delicious (Eliprada), Foursquare, and Linkedin. Does this blog count? If it does, then I signed up to a total of 6!

My project will be based on how to optimize social media platforms to increase our youth program’s reach and presence within youth development organizations.





An interesting video of Cindy Sherman in her studio, discussing a commission for French Vogue. She creates photographs reflecting the magazine and it’s readers. She then transforms the images to use as art. A fun house.



Week 1

“In the Future Everyone will be famous for 15 minutes”
-Andy Warhol 1968

“On the Web, everyone will be famous to fifteen people”
-David Weinberger* 2002

*maybe really by someone else – create a comment on this post telling us who for extra bonus points

Getting Started

  1. Intro to Class
  2. Intro To Jay
  3. Stealing your souls & Hearing about you

Tools For Class

  • This Blog (sign up right now)
  • Delicious (sign up right now its free) This is how you can keep track of links. Half of what i’m going to be doing in this class is just throwing links at you and a social bookmarking tool is essential to keep them all organized. Its also ( conveniently ) an essential tool in the social marketing professional’s tool box.
  • Your Password Management System (i like One Password you don’t have to use that but you have to have something– even if its just a special notebook you keep with you all the time) You are going to be creating something like 10 new username/ password combinations at minimum in this class so you need a way to keep them straight. Do not use the same password everywhere that is a really bad idea. (i know everyone does it… still a really bad idea don’t do it.)


Lets discuss the basics of these platforms


  • Facebook
  • Twitter
  • Youtube

Also very important

  • Linked In
  • Foursquare

Tumblr, blogspot, google plus, Flickr, Stumble Upon, Readit, Digg


A little HTML for you

We will use this platform (wordpress) to demonstrate some the basic HTML you will need.

  • anchor tags
  • itallics or emphasis
  • bold or strong
  • lists
  • paragraphs
  • headers

Class Project

For this class you will need to choose a business, organization, cause or idea around which to organize your social media efforts. For the last class you will present documentation of your strategy and some documentation of your results. The results will be your attempt to get people in the world to do something- some concrete, verifiable action.

URLs are very important. Lets talk about them a little.

Understanding permalinks

In-Class Homework 1

Now create a post on this blog- create a link to something you think is really worth reading, seeing, or doing and write a sentence or two about why. Tag the post with “worthwhile”. Make the link as direct as you can to the content. Use the permalink if you can. Find the direct link to the image if what you want to talk about is an image.


Homework 2

Your homework is to sign up for at least 5 social media platforms and start to customize those platforms, and to decide what your class project will be. Make a post on this blog that lists your pages on the social media platforms that you have chosen (delicious can be one of them) and describes what your project will be.