L4.6. Engagement, cross-pollination and the communication logics on Social Networking Websites

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From the course by Universitat Autònoma de Barcelona

The Olympic Games and the Media

37 ratings

Universitat Autònoma de Barcelona

The Olympic Games and the Media

37 ratings

This course gives you a complete insight into the communication and managerial techniques put into practice in the creation of the most important sporting mega event in the world. You will learn about the essentials of television production, programming strategies and television rights management of the Olympic Games. At the same time, you will gain valuable knowledge about the fundamentals of communication via social media and of the Olympic culture which is so closely connected with classic culture and humanism. The Olympic Games are a precise reflector of advanced current societies as a whole. Many of the strategies and trends dealt with in this course are transferable to other fields beyond the world of sport. Este curso te ofrece un conocimiento completo de las técnicas de comunicación y gestión que se ponen en práctica en la creación del acontecimiento deportivo más importante del mundo. Aprenderás las claves de la producción y realización televisiva de los Juegos, su programación y la estrategia de gestión de los derechos audiovisuales de los Juegos Olímpicos. Al mismo tiempo, conseguirás un valioso conocimiento sobre los fundamentos de la comunicación en las redes sociales y la cultura Olímpica, que está estrechamente conectada con la cultura clásica y el humanismo. Los Juegos Olímpicos son un preciso reflector de las sociedades avanzadas modernas consideradas como un todo. Muchas de las estrategias y tendencias que abordamos en este curso pueden aplicarse a otros campos diferentes al mundo del deporte.

From the lesson

W4. OLYMPIC NEW MEDIA: actors, management and contents

This week we will focus on social media. You will learn on the new and specific rules in this new communication territory, going in-depth into concepts such as crosspolination or engagement, and analyzing how social media are entering and managed in the Olympic media environment. As we will be focusing on social media, please don't miss the contents we are feeding you on the Olympics in our Facebook and Twitter profile! // Esta semana nos centraremos en las redes sociales. Aprenderéis sobre las nuevas y específicas reglas que existen en este nuevo ámbito de comunicación, y profundizaremos en conceptos como crosspolination o engagement, y analizaremos cómo las redes sociales se están integrando y cómo son gestionadas en el entorno olímpico. Como estaremos centrándonos en los medios sociales, no olvidéis los contenidos que os estamos proporcionando sobre los Juegos Olímpicos en nuestro Facebook y Twitter.

L4.1. Introduction1:04

L4.2. The DNA of the Internet and the Web11:04

L4.3. The Nature of the Communication on Social Networking Websites9:28

L4.4. Great Processes behind the Communication on Social Networks7:08

L4.5. The Social Media and the Olympic Games8:58

L4.6. Engagement, cross-pollination and the communication logics on Social Networking Websites9:12

L4.7. IOC Social Media Rules6:26

L4.8. The Olympic Family and the Social Media during the Olympic Games6:59

L4.9. Facebook participation and contents during the Olympics8:03

L4.10. Towards a new communication and management model on social networks6:46

Meet the Instructors

Emilio Fernández Peña
Professor Titular
Department of Audiovisual Communication

[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]

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