[MUSIC] Hello. In this video we will introduce two key concepts about social media management. First of all, we will see that engagement is linked to the participation vocation that lies at the core of social media. Secondly, we will go in depth into cross-pollination or the consideration of social media strategy as a system. Contemporary realities such as the Olympic Games are complex. A variety of actors contribute to organizing, spreading, and financing them, converting them into a system in which the interaction of the different elements reaches greater potential and effectiveness than if they were operating separately, in such a way that some influence and condition the others. For example, the communication policy in the social networks will be partly conditioned by the obligation contracted by the International Olympic Committee with the broadcasters, who acquire the audiovisual rights to broadcast the televised images of the Olympic Games in the different countries, which represent the main source of funding for the Games. Social media have a cross-cutting nature, since all the actors in the Olympic family and the members participate in this type of communication, unlike what occurs with traditional media. The International Committee and the organizing committee of the Olympic Games disseminate the event, its symbols, educational elements and positive values; television supports, the main activity and ways of involving the audience and getting them to participate; sponsors reinforce the image of the brand and directly or indirectly that of the sponsors and audiences of the Games. The presence of the Olympic organization, International Olympic Committee and OCOG of the Olympic Games, the sponsors and the athletes follow a different logic to that of traditional media, the main aim of which is to attract large audiences. There are two key terms when discussing communication in social networks. One refers to what occurs within the social networks and is known as engagement. The other concept is external and is oriented towards the whole systemic. It refers to the relations, collaborations, and feedback between the different presence of the institution on the internet: webpage, YouTube channel, presence on Facebook and Twitter and other social networks. We could call this process cross-pollination. Engagement refers to how the public becomes involved and participates with the presence on social networks. The first phase of this engagement is measured by the total number of friends or followers, but this method can be deceptive because engagement needs to be constantly renewed on every publication, comment, and photograph on social networks. To measure the engagement of a publication there are various criteria, all of which refer to active behavior by followers or friends: one is the number of likes, but of the participate behavior it is the most passive type. Another is the adding of comments or questions to the publication. A third level is based on sharing published content, opening them up to the social networks of the person who published them. While this shows engagement it also produces spreadability between between people who are not fans of the page that originally published content. In the case of Twitter, re-tweeting or adding comment reveal the level of engagement. In the case of Facebook, the act of sharing means that the user's engagement, as in the case of re-tweeting, extends beyond the social network of those who voluntarily added themselves as fans or followers of a page. This is related with the three degree of influence rule, which refers to that possibility: What is communicated on the page can be influential via friends of our friends, that is, contacts who are not directly in our social network. This is made possible by systems of social recommendation, which are based on the tendencies so typical of humans to imitate the social behavior of others, as I have mentioned before. In external and systemic concept of cross-pollination, social networking sites must form a part of the organization's internet communication strategy as a whole. This integral, all-embracing strategy seeks cross-pollination between and among all the institution's presences on the internet. Communication on social networks should become yet another element of interaction with the website and provide information in a close up way, through the friend-to-friend mode of communication that social networking sites facilitate, and develop into an essential component of permanent institutional communication. Traditional websites currently represent static content that is nonetheless accessible via the internet anytime, anywhere. While they are a repository or store for the institution's whole virtual presence, they remain a static element that internauts generally only visit when they are interested in an organization's content. This is where social networking sites like Facebook and Twitter can help them to become more dynamic. That is to say: And this cross-pollination concept the traditional websites are static content. The webpages are like a sanctuary. They are only visited by believers. Therefore, we need an element to dynamize this static content. The social networking websites. Facebook is like a party. The place where you meet your friends. The key is to use the social networking websites to dynamize our websites, which we would like the, the audience to visit because they feature our most valuable content: videos, chronologies, multimedia resources, and high-quality texts, among others. The Olympic.org website has extraordinary quality content. Therefore, it should be at the core of the internet policy of the International Committee to connect the website with the International Olympic Committee's presence on the social networking websites. Social networking websites are a good opportunity for non-users to find out about its content and to share it through these networks, conversation, comments and viral communication activity is created through them, which ultimately benefits the Olympic movement. A good way of dynamising the participation would be creating new dynamic content aimed to be disseminated on Facebook and other networking websites. As you can understand, cross-pollination is used to generate engagement that boosts the participation of the audiences. To conclude, to communicate on social networking websites is to go where the users are, to disseminate our messages, and to point to our potential fans and followers to places that we would like them to visit. Communication on social networking sites is a type of communication that is very close to the user. It allows our fans to become disseminators of our ideas among their friends, thus broadening the scope of our brand, in this case, the Olympic Games, and turning every user into an advocate of our cause. [BLANK_AUDIO]
