1. Social Media
   1. Group of internet based applications
   2. Build on web 2.0
      1. Ideologically
      2. Technologically
   3. Creation and exchange of UGC
   4. It's all about
      1. Participation
      2. Sharing
      3. Collaboration
2. Related concepts
   1. Web 2.0
      1. Software developers
      2. End users
      3. How to use the web
      4. Continuosly modified by all users
      5. No specific technical update
         1. Adobe Flash
         2. RSS
         3. AJAX
      6. A platform for social media
   2. User generated content
      1. How people make use of social media
      2. Media content
         1. Publicly available
         2. Created by end-users
      3. Requirements
         1. Publicly accessible
            1. Website
            2. Social networking site
            3. To a selected group of people
         2. Created outside of professional routines
      4. Drivers
         1. Technological
         2. Social
         3. Economical
3. Types of social media
   1. Collaborative projects
      1. Simultaneous creation of content
      2. Many end users
      3. Joint effort of many
      4. Main source of information for many consumers
   2. Blogs
      1. Date stamped entries
      2. Equivalent to web pages
      3. One person
      4. Interaction
      5. Comments
      6. Risks
         1. Protest website blogs
         2. Staff members writing negatively
   3. Content communities
      1. Sharing of media content
      2. High popularity
      3. Specific contents
         1. Video
         2. Photo
         3. Text
         4. Slides
   4. Social networking sites
      1. Personal information profiles
      2. Inviting
         1. Friends
         2. Colleagues
   5. Virtiual worlds
      1. Virtual game worlds
         1. 3D Environment
         2. Avatars
         3. Strict rules
         4. Limited degree of
            1. Self-presentation
            2. Self-disclosure
      2. Virtual social wrolds
         1. 3D Environment
         2. Virtual life
         3. No rules
         4. Similar to real life
4. Base theories
   1. Media research
      1. Social presence
         1. Elements
            1. Visual
            2. Acoustic
            3. Physical
         2. Influenced by
            1. Intimacy
            2. Immediacy
            3. Asynchronous
            4. Synchronous
         3. Achieve social influence
      2. Media richness
         1. Goal of communication (how effective they are on...?)
            1. Resolution of ambiguity
            2. Reduction of uncertainty
         2. Parameters
            1. Amount of information transmited
            2. Spefici timeframe
         3. To classify social media
            1. High
            2. Low
   2. Social processes
      1. Self-presentation
         1. For what?
            1. Influencing
            2. Getting rewards
         2. Why?
            1. Control the impressions other people form of them
            2. Create a consistent image
            3. Of myself
            4. Against the others perspective of myself
      2. Self-disclosure
         1. Revelation of personal information
            1. Conscious
            2. Unconscious
         2. Consistent with the image one would like to give
         3. Close relationships
      3. Parameters
         1. Degree of self-disclosure
         2. Type of self-presentation it allows
      4. To classify social media
         1. High
         2. Low
5. Advice for companies
   1. About using media
      1. Be active
      2. Choose the right medium
      3. Select your target group
      4. Ensure activity alignment
         1. Different contact channels
         2. Reduction of ambiguity
         3. Avoid sending contradictory messages
      5. It's about your corporate image
      6. Integrate to become more effective
         1. Social media
         2. Traditional media
      7. Access for all
   2. About being social
      1. Be active
         1. Take the lead
         2. Your content is always fresh
         3. Engage in discussions
            1. With customers
            2. Prosumers
      2. Be intersting
         1. Give customers a reason to engage
         2. Listen to your customers
         3. Deliver what they like to
            1. Hear
            2. Talk about
         4. Determine what they find interesting
         5. Develop content that fits expectations
      3. Be humble
         1. Discover it
         2. Learn about it
      4. Be unprofessional
         1. SM users are people like you
         2. Get feedback from users
      5. Be honest