Did you know the majority of library resources can be accessed online now, from any device with Internet access? This helpful resource often gets taken for granted but is mentioned in our everyday conversations. 

When my mentor convinced me to go to graduate school I remember the biggest (scariest) thing was this miniature book you had to write at the end of the semester. I remember sitting with my advisor in my second semester of graduate school trying to decide on writing a thesis or not. My advisor explained what a transformation she has seen, because when writing her thesis she had to literally go to the library. Now we can access all those old journal articles (no one ever used to even look at) online. As I sat there and piled on my workload (way more credits one should take in a semester) I decided against writing a thesis. Later that evening, in class, my professor showed us previous student’s work (theses) but there was one big surprise that caught my attention. These theses, visually, were nothing like I had expected. 

As the theses were distributed in class I noticed they were on a CD. There was no huge stack of paper bound together like I had in my mind. Then the moment passed and I thought, “Duh, Ashley. You are online all the time, why wouldn’t the rest of the world be?” Then I got mad; all that work on a disk? If I chose to do a thesis and after all that work they handed me a CD, I would be upset to say the least.

 A conversation with Kathy Downes completely changed my pessimistic view of digital theses. She explained no one used to look at theses and now Google finds these every day for academic scholars. Yes, students do all this work to compile a thesis but after it is done who reads it? Thanks to digital media now many other people have the possibility. Digital theses are not bound by University’s walls but now can be read by everyone. 

I went to Wichita State University’s Ablah Library  to see how they were adapting to the transformation and want to offer you all I learned. I wanted to see if they were looking to an expert or a model to follow or if they have a strict policy of creating content about their organization online. I also wanted to see about this new service called text-a-librarian where you could receive directions to a specific call number while in the library.

 Meet (Wichita State) Universities Library Team:

I met with the senior associate dean, Kathy Downes and Gemma Blackburn, from the libraries technology and innovation department (a new created position) who is an assistant professor and library systems developer. I also had the privilege to interview Melissa Mallon, assistant professor and research and information services librarian.  Gemma’s position was newly created but the majority of the time when new ideas come around the team must work together to get it accomplished. ‘Double up’ is how Gemma put it.

“We could provide a lot more instruction with additional staff, and we could provide a lot more resources with a larger budget” (Gemma Blackburn, 2011). 

Another interesting fact regarding their team: they are bringing in a new dean (Mr. Gilstrap) of the library and one of their requirements was that he is tech savvy! I tried contacting him but he will not be on campus until June and was busy traveling last week. He is coming from Oklahoma University. A new created position-library systems developer and a new dean, cannot wait to see the possibilites… 

The Library began engaging in social media about two years ago. Internally they have experimented with blogs and wikis for the past three years. Melissa Mallon claims she “jumped right in” when she started her career with the library about six months ago. They are currently developing a social media policy. 

“The University Libraries has a library-wide publicity team that includes the evaluation of social media.  Within the Research Services Group, there is a social media team exploring ways to use social media to assist in connecting with students needing library assistance” (Kathy Downes, 2011). 

Kathy is the libraries tweeter. The Universities library created their Facebook page about two years ago. Their  Twitter account  links back to their resources and announces upcoming events. Twitter replaced a short-lived RSS feed as one of the major ways to distribute library news online. The newly designed webpage, last fall (2010) helped to increase the visibility of the Libraries’ tweets. Check them out next week for free cookies, Kathy will be tweeting about. The majority of communications coming from their Twitter account is short, timely messages from WSU Libraries news. 

Melissa contributes to the Libraries’ Facebook page and Twitter feed. In addition to the libraries pages she maintains her own Twitter account to advertise information about the library. It is all about branding; being a part of that brand, advertising that brand, creating content about that brand. 

“Social media isn’t technically written into my job description, but it’s something I’m really interested in so I try to work it in where I can. I think because I feel comfortable with a variety of social media, I might get to be more involved than some of my colleagues” (Melissa Mallon, 2011). Wichita State Universities Library gets it.

Who do they look to for advice…is there a model figure? 

Melissa Mallon explained they usually look to other university libraries that are similar in size and make-up as a model figure they try and follow. More specifically other urban serving universities, it’s easier because their students have a lot of the same needs as Wichita State’s. But they know no one is the expert at this stuff. 

The Universities library is constantly checking the literature and web for new ideas. They’ll look at any model, including commercial and non-commercial businesses, if they think they could adapt services for the students. Sometimes they create services from scratch such as the mapping feature in the online catalog. Wichita State Universities library was the first to create this online service! 

Multiplatforms and Mobile 

Wichita State University offers students a diverse way to access information how and when you want it. From journal articles and e-books to mobile applications and websites; our University’s library understands this media transformation. Many different students come into the library and they all have different needs. Diversity is what makes the world go round so it is only wise to conclude the ways at which they go about gathering information is just as diverse.

They are constantly trying to expand their eBook holdings and add other eResources (such as useful websites and online government documents) to their online catalog.

“We are also trying to find new ways to deliver electronic content” (Gemma Blackburn, 2011). Currently they are investigating discovery tools that will simplify the process for finding electronic items.

The library has a number of databases that are mobile device compliant. Last summer (2010) the libraries built a mobile version of their website. This mobile version includes the online catalog, hours and locations, and links to many online databases that have mobile interfaces. 

Extra features, recently added to online catalog: 

•  Shelf browse-This feature allows users to virtually browse the physical library shelf from the online catalog record page.
•  Chat reference-This allows students to chat online (very similar to Facebook chat) with a librarian at the reference desk.
•  Coordinating with Google scholar allows students more access to online resources.
•  Text a call number-This enables students and faculty to text the title, author, location and call number of an item to a cell phone. This was interesting how it got implemented. Before they actually saw students using their cell phone to take a photo of the catalog screen instead of writing down a call number. Now we have text a call number services. This was where they recognized change is endless. They saw an opportunity to get better and adapted.
•  Maps-The dynamic maps will direct a user to the general location, floor or building of an item using short animations. This is the coolest thing I think they have came up with so far. This is a tool used when you are trying to locate a book and you have two options after finding the call number, through their online catalog: 1) text the call number or 2) find where it is/see a map. Similar to the Sims a man virtually walks over to the stack and waves you where it is on your computer screen.
•  Facebook/Twitter links-This allows a user to send a catalog record to their Facebook or Twitter account to share with others.
•  Spell check-They implemented a spell check feature this year (2011). 

“I’ve also been using QR codes placed around campus to link students to research guides via smart phones” (Melissa Mallon, 2011). 

The plan (for mobile) is to offer simple services to students without going beyond what is needed. So many applications are being built but it is going way past what the target audience desires.  Kathy would like to give students the option of checking your phone to see how many reserve rooms or computers are available before coming all the way over to the library. Towards the end of the semester is when traffic is the highest, in the building and it would be a nice service to offer the students. 

Building a Community of Influence

“Social media connects a network of distributed communities of influence” (Dr. Hill, 2010).

The Universities library is collaborating with Butler library to try and synchronize some of their similar services for transfer students or student taking classes at both places. Collaboration projects are a big part of the future of libraries, in Gemma’s opinion. They are implementing open source solutions. These cannot only save money in the long run but also give them flexibility when looking to expand. With open source systems, the library can develop their own extensions and customize the systems specifically for WSU students.

Librarians are also creating more and more online course guides, to gather relevant library materials for specific courses together in one place. This is helping them reach students who are taking classes with online components through Blackboard. This is where the library is beginning to create a community of influence. They are using expertise of individual librarians with specialized interests to aid the students. 

Subject guides have been around in libraries for years. These things used to exist as paper handouts that contained bibliographies of library items relevant to a specific subject. Now, with everything being digital, many academic libraries (such as Wichita State Universities Library) are using database-driven systems (SubjectsPlus is what we are using) to access these guides.

 The Universities library pre-populated the system with all the electronic databases they subscribe to. This is a way a specific librarian can create a subject or course guide and easily add links to the electronic databases they own. Also they can create content, add other types of content, “including subject-specific RSS feeds from our online catalog”, a chat box, search boxes to find books and article, YouTube videos and much more.

These subject guides are so helpful! I wish there was a way to broadcast or advertise this service to every college student because it would have been so helpful (looking back). Research was a very difficult task for me because I always felt where do I start? Google is a great tool, but you must know how to visually read it, THERE IS SO MUCH INFORMATION and there are a few tricks to searching. I know I am not alone with this feeling (I have heard things of a similar vein from my freshman students). Subject guides make things so much easier for struggling researchers, like myself. 

I don’t know about you but I loved when my teacher gave us an example (also known as the answer) in a nice, neat handout that explained things with step-by-step instructions. This gave us a foundation, or a place to start. It made homework easier. If the library is offering students databases full of subject specific resources it makes the workload again easier. More time spent reading articles tying into your topic rather than reading many articles to only find one or two sources.

So now, not only do you get the expertise from your professor (and Google) but a community of influencers or experts in the library. The subject guides themselves serve the purpose of directing students to selected resources for their subject area or specific course, “instead of expecting them to find everything on their own from the overwhelming sea of resources we’ve collected” (Gemma Blackburn, 2011). It also makes things easier for instructors to quickly add links to targeted library content in their Blackboard courses.

The “dark side” of the Universities Library being online

It is no surprise to us how powerful the Internet, as a medium, can be. Do University libraries get a lot of negative feedback from students online? Wichita State Universities library does receive some negative feedback on their online comment forms and in surveys. The majority of this feedback is related to student frustration. So many students expect library resources to be accessible through a Google-type experience, but because of the complexity of the resources that is not possible. A common complaint being, “the online catalog is too hard to use because I can’t find what I want in 30 seconds.”

How do students know about these awesome services?

How do students become aware of all these neat, new platforms of research? Think about the turnaround. Every four years they get a new batch of students. One might argue every year or semester they get a new batch of students. 

It really depends on what the product is that needs advertising. For example their addition of the spell check added to the online catalog appears at the point of need not because it is the latest thing that just came out. If that product is geared towards a particular target audience faculty members in those areas will be contacted. If it is a general or major change, the Universities library will use word-of-mouth as well as advertise it through WSUToday, the Sunflower and through Twitter.

“Improving how we communicate about new products or services is an area we believe needs to be enhanced so any suggestions you have would be appreciated” (Kathy Downes, 2011).

Future of the Library

“I think our future is to provide as many high-quality resources as possible. The formats may have gone digital, but librarianship is still going to be much the same profession as it always has been. Even in the digital age, professions will always be needed to select, organize and deliver information” (Gemma Blackburn, 2011).

No, our physical University libraries are not going anywhere. The librarians all agree books will always be needed but it is the job of the library to provide the best possible systems to allow students to easily find those resources and instruct them how to select the most appropriate resource(s) for their research. 

Scholars have studied media effects, for years. 

From early propaganda theories to uses and gratifications theory researchers have theorized audiences use particular media to satisfy our diverse needs. Enter Facebook. This changed the way we communicated and for us, it changed our communication discipline completely. Now we see college libraries offering services such as text-a-librarian for locating a reference book (look forward to reading about this in my next blog).

I do not need to offer you compelling statistics to make you understand the power behind Mark Zuckerberg’s creation (Did you know he was named Time magazine’s person of the year 2010?). Facebook is both part of our personal and professional’s lives. Facebook has 600 million users (this number probably grew last night) and is bigger than Google. 

Ms. Chansanchai writes, “With the recent approval of an automatic ‘curated’ search patent, Facebook could well be moving into Google's territory and making it at least a little nervous as the social network's 600 million users (and growing) could use the algorithm to find answers to their burning questions amongst their FB friends, rather than go outside of it.” 

Can you believe it? For those of you who still need convincing, an article from the Washington Post read, 

“In 2010, Facebook pushed past Google to become the most popular site on the Internet for the first time, according to the two Web tracking firms” (Washington Post, 2010).

I teach college freshman public speaking. Whenever we get to the point in the semester when their tasks are policy persuasive speeches one question comes to their mind. After a few blank stares and (me) asking, (twice) ‘are you sure you have no further questions?’ I always get, “Ms. Publow, what’s a policy?” Similar to what my college professor told me, I say use Google. Type in the search box, policy persuasive speech topics and you just might get a few ideas. Then comes the head nod of understanding. I always try and teach them how to teach themselves. 

From my personal experience and all I have learned about you are who Google says you are I would have never believed that statistic. You might argue with me but people argued if Facebook would last past its first decade.

“Here is the current reality: Even as Facebook marks the anniversary of its incorporation this month, nearly every other social network has shrunk. MySpace recently cut almost 500 employees, close to 30 percent of its work force, after the site's visits dropped by five percent in May from the year before. Friendster has all but disappeared. And while it's clear that Facebook isn't going anywhere for some time, the company certainly can't rely on hundreds of millions of people contentedly poking and gifting each other into perpetuity.” This was in Newsweek, in January, of 2009.

Google being America’s left-brain has the potential to last as long as the Internet. I’ve learned about search engine optimization (some businesses live by) and think about all the money behind Google (such as advertisements and just last month the creators of Google were blogging about a new recipe Google tab where result only contain recipes).  Although, Ms. Chansanchai made me wonder what would happen if Facebook entered the race with Google?

Authors of this article bring to light a theme, very apparent in research across the board, and that is the power of influence.  This is the role Facebook will and should play in our future with new media. This is one thing Google does not have. It is not a website where you can ask a friend for the best place to get an oil change. If you type oil change in Google the first option is a special on tires plus oil deal. They are trying (such as reviews) to reach their audience and transform into a “people-centric Web” site but it is nothing in comparison to Facebook.

“Social media connect a network of distributed communities of influence,” (Dr. Hill, 2010). Facebook is one of the world’s most powerful and influential companies in the world.

According to a USA Today/CNN/Gallup Poll just two years ago, only 35% of Americans said “most people” could be trusted. Now, 41% have that trust in other people. In contrast, trust in corporate America is in shambles.  Seven out of ten Americans say they distrust CEOs of large corporations. People are relying on themselves more and more. When you do not know, I was always taught to ask.

Who do we ask? Our close friends or family members (i.e. Facebook).

A second role Facebook has taken on is the socialization of the world. Not only can you share photos with distant family members, but also you can connect people who have been looking for that connection for years. I caught the end of “Diary of Facebook” last Wednesday on MTV and saw many users’ life-changing social-networking stories, from one young ladies quest to meet her biological brother and sister for the first time, thanks to Facebook. Another story was about an ALS-stricken man who uses Facebook to connect with the world, in which he physically can’t. Facebook explores the way humans can communicate and “is a constant reminder of how quickly the dimensions of our communicative abilities can expand” (Myers, The Future Facebook Project, 2011). 

Facebook will continue to strengthen our communication as a global village. Venessa Miemis, a futurist and media theorist is interested in the bigger picture context of Facebook users. With her colleagues, she will be conducting a study on Facebook and its users. She is interested in “understanding what happens when 600+ million humans on the planet are connected on the same platform, and what that kind of communication infrastructure enables. Will we see new ways to relate to other cultures? New ways to have a collective voice in terms of governance and politics? New ways to do business and exchange value? The project is about Facebook, but it goes beyond Facebook. It’s asking questions about what we’re evolving towards as a globally connected society." 

We are a part of a new lifestyle that is changing every aspect of our lives. What Google, Facebook, those at the Eagle, the Suzuki of Wichita, and the remaining guest speaker’s we have had in class, all have in common is their determination. Some guest informed us they have a structured plan to adapt to this transformation of media and some will be completely honest telling us they fly by the seat of their pants and learn everything themselves. Each case has one common mindset; change is endless and you have to constantly look for opportunities to get better. This dates back to Burke’s definition of a man. He argues we (as humans) are rotten with perfection, always trying to be better than what we are. But it is true, in order to transform, growth and change will come and we should always look towards challenges (even in new media) as character building ones.

What the experts say…

 In an article taken from the New York Times by Brian Stelter

 Did you see your favorite celebrity backstage, this Sunday, (February 27, 2011) thanks to the Oscar’s new media transformation move? ABC built a companion website with video stream showing Oscar winners behind the scenes. 

With so many people’s eyes on Twitter, Facebook, blogging and so on TV networks want to know how they can capitalize in this market. Rather than people talking around the water cooler in the office now, it is the “online water cooler”. This new evolution creates big hype for great shows.

      §  The Grammy Awards had its highest rating in a decade.

      §  BET’s, “The Game” drew more than 7 million viewers thanks to fevered online chatter. “We can now tell when something’s a hit almost immediately—by seeing how many of the trending topics on Twitter belong to us,” said BET’s chief executive, Debra Lee.

 §  Online viewing parties for “Real Housewives” reunions boost ratings by 10% to the telecasts.

§  During the Super Bowl, this year, Twitter users sent 4,064 messages per second, setting a new record (the highest number of messages/second recorded during any sporting event).

 In an article by Mark Suster “The Future of TV and the Digital Living Room”

·      A huge basis of the future of the Internet: television

·      With the introduction of Apple TV, Google TV, the Boxee Box this transformation will take place over the next 5 years!

 Suster warns people of becoming a content company. He offers the advice to start partnerships with startup technology firms. With this ever changing technology world do not try to get ahead (when you are) by locking systems to specific users because we all win when we collaborate. Things will change by next week so we have to be flexible. Willing to win and lose something.

“Second screen” technology-oooooo la la!

So this means no more packages? Channels I actually want? Let me ask you this, what happened when iTunes was born? Did you really go to Wal-Mart or Target to buy that CD that had two songs you loved on it? Let’s now apply that same concept to digital TV. No more questions. 

Television was designed for one country. Digital television has no boundaries. Think about the global content. The connections digital TV provides us are endless. 

The thing TV production houses are doing now is utilizing YouTube to find viewers. You need to do an audience analysis first. Go where the consumers are, capture the audience, build a relationship and then diversify channel partners. 

A good story, told well is still what everyone wants to hear. Social media will advance good content, well put together narratives. People tweet about them all the time.

Field Experience…at KWCH with Brian McDonough

“Digital means a lot of things to a lot of people. It has changed our world in the past 5 years,” Brian McDonough.

 At KWCH, they know new media is changing their world. They have spectrum to launch mobile TV. It will be over the air signal and come right off your tower.

“In 2005 when we first started they asked us what was our digital business plan? We thought they were talking about the upcoming conversion from analog TV to digital TV...we knew our business model had to change. Our culture had to change, in a hurry.” McDonough

New media things KWCH offers:

o   Health Source

o   Education Source- a lot of trade schools and four year schools

o   After 50 Kansas- things important to people after 50

o   Mixpo video/Interactive Banner-you can solicit donations

o   Video tours- CW crew they are the face of the TV station

o   Couponing/Deal of the day

o   Fashion 411-create videos from boutiques in town and air them online

o   SEO/SEMarketing products-improves your scores (your position) on Google

o   Waps-Wireless authentication protocal site (site we build that fits your specific phone; flip phone, iPhone, motorola)

o   Apps

 Look at their page views ->   In the past 12 months:

 KWCH.com had 20,682,192 views

 CatchItKansas had 9,872,820 views

FetchToto had 1,852,795 views

 KSCWTV.com had 383,671 views.

This is a continual process of evolution-what we know this year may be revamped next month, or within the next month. A lot has changed since this morning. A really nice thing this new digital evolution allows KWCH to do is they stream live footage of games. My locker is where grandpas and grandmas go to see their kids play or pictures of their kids.

Photographers had to change too. They were looking to shoot one minute for a news story. Now they have to stay around and shoot the cheerleaders, the band, everything. 

The number one thing they do well is communicate. They dialogue back. They do not just regurgitate information to you. It is two-way communication; it works as a news gathering. New media paved the way for businesses to listen to their customers not just talk at them. 

My personal thoughts… How do I think TV will evolve in the digital age?

I thought about this question for a week and all I could think of was strengthen communication, Brian Solis and what Mark said in his article. 

“…having apps on TV will be a way to build direct relationships with consumers and build higher margin businesses.” 

·               When asked what sources "influence your decision to use or not use a particular company, brand or product”  71% claim reviews from family members or friends exert a "great deal" or "fair amount" of influence. (Harris Interactive, June 2010)

·               53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010)

·               The average consumer mentions specific brands over 90 times per week in conversations with friends, family, and co-workers. (Keller Fay, WOMMA, 2010)

This is what I see digital TV becoming in our lives; another way to connect with people. We want to connect with others but from our own home. Rather than sitting on the couch in your living room watching the show with your family, you are now watching with millions online. TV was meant to be social. It is more than entertainment, these days. The shows, the networks = connections. 

TV will connect consumers to businesses, friends to families and brands to personalities. I am excited to watch it evolve because, I thought, I have seen a lot already! 

I remember when I was younger watching my grandfather sip his coffee and read the newspaper. It was his typical routine after getting out of the shower. He would sit and wait for my grandmother to bring his steaming hot, straight black coffee. Just when the temperature was right to drink he opened that huge newspaper that looked like coffee had already been spilt on. It was a whole experience, that even writing about brings warmth to my heart. That was what I aspired to be, at ten years old. I just wanted to wake up every day and drink my coffee and read the newspaper. The smartest people read the paper every day. This is who I wanted to be, my granddad.

I do not know what my dear grandpa would do if he was alive to see people in this media transformation (he would not even let us eat in the car). It is no longer the husband waiting for his wife to bring him coffee, in the mornings. We wait on Starbucks. Rather than picking up the paper on the way to work, we read it off our computers in the office or iPad.

Digital vs. Print, a battle that many are confused about, including myself until my recent visit to the Wichita Eagle.

Last Tuesday, my dearly beloved professor, Lou took our class on a field trip downtown in Wichita, Kansas.  Our class met in a conference room with big comfy chairs and a very large projector screen, which honestly looked like a LED TV screen. On the end of the table there was a wireless keyboard and mouse that controlled the screen. 

I describe this experience in such detail because of the massive transformation in the newsroom. My mom worked for our local newspaper in 2003. She worked in advertising. She was responsible for selling ads every week, as well as the design and layout. She taught me; a couple times I actually designed ads (I love being creative so this was something I really enjoyed learning from my mom). I remember going to our local newspaper every day after school, waiting for my mom to get off work. There were no big screens, no wireless anything nor any big comfy chairs. I was around sixteen years old. I wouldn’t have been such a pain to my mother, as she tried to finish her work every day, if there were screens and controllers 

Which brings me to my next point. Not only have newsrooms transformed their furniture and computers but also news organizations have, or are striving to, become a multi-media company. What does multi-media mean? Every avenue they can use to send their message, for example; on your iPad, on your office computer, on your mobile phone, their websites, e-newsletters, any form of media. We met with the executive editor Sherry Chisenhall who explained how in the past five years there has been a change in news organizations. She said,

“Change is endless. You have to look for opportunities to get better. 

This is what this company is doing. They are listening very well to Lou and the things he offers when you take his class. It is all about opportunity. Everyone has it in this world, it matters what you do with it. Like Sherry said we have to look for those opportunities to get better.

Look at the page you can see what she is talking about. The Wichita Eagle did not look like this twelve years ago. Take a second and explore their website. Look at how far we have come in the news era.  What would it have looked like ten years ago 

Print news does not look like this. Do you see the embedded videos included in some stories? If you get nothing else from this post please understand I am not saying print news is dead. Digital news is not replacing print news. Digital news presents an opportunity for publishers to expand or enhance their offerings, not replace print news. These organizations similar to the Wichita Eagle are just finding new opportunities, different avenues to get their news to you 

When I was typing this I was on Google to see what people are saying about this battle between print and digital news. I found a website that even offered a save the date to join leaders for breakfast and provocative dialogue on the drastic environmental impact print news has on our world. There are even paperless campaigns going on.

Lovers of the print world say digital is crushing print, putting small town newspaper out of business. We had this discussion in my Introduction to Communication Methods class, last semester. Students of small communities interested in journalism talked about how worried they were for their futures, the economy in turmoil, digital news taking over print, etc. Although Generation Y loves social media print news is not out of the picture 

In a study conducted by an Internet marketing consulting firm out of Nashville, Tennessee they found:

o   Generation Y loves social media-45% of those surveyed read the newspaper online

o   Generation Y loves mobile- 25% of those surveyed use mobile devices as their primary means of accessing the Internet

o   Generation Y loves video- 42% watch television shows online, and 27% watch movies online.  Pair those numbers with the 13% that watch video on a mobile device daily.

o   Print media isn’t dead with the Generation Y crowd, at least not yet.  Magazines, in particular, seem to be a big part of their involvement with print media, as 71% of them read print magazines.

Interactive advertising manager, Jason Schlitz said he used to have a separate team on digital news, consistent of six members. Now, present day, every one must learn to speak digital he explained to us. Every member of the news team has to be versatile and they have to know this stuff inside and out. Their journalists are able to build their own personal brand as well as strengthen the company’s. I love this move because it showcases creativity. They are able to write a story and post it to their Facebook page linking back to the Eagle.

A big obstacle these teams face is how to make every one happy. Those people who have been reading the TV guide, in the printed newspaper for years do not want to read from a screen. They bought the paper so they could read it simply from that, not off the television screen or a computer. Who do these organizations choose to please the tech savvy consumer or the one who has been there for years? It is a tough call. They have to make tough decisions.  

The GREATEST change that news rooms have undergone is they are now able to measure their success. Years ago they were only able to see their statistics (who is reading what- things you would find in annual reports) once a year and they would be dated six months back. With digital news, companies can now measure what stories are most read and better navigate their team. 

The last piece of advice Sherry offered our class was those people who had open resistance to this culture change ended their careers. In the words of Brian Solis, it is quite simple, “Engage or die.” 

Do you remember where you were or what you were doing the first time you heard, “Did you see ________ on YouTube?” Or maybe we phrased it differently. What was it that we said, when YouTube first came out, in 2005? Do you remember? So many other social networking sites have evolved since the first time I heard about YouTube.

I remember thinking how weird the name sounded until I understood what it was. A place for you to share any video you create, whether it is in your bathroom or high school gym, you can share it with the world with a simple upload.

YouTube helped people catch up on TV series or watch embarrassing celebrity moments, over and over again (specifically when Beyonce tripped down the stairs in her performance).

I don’t remember hearing the words, “YouTube” as often as I did the crazy names people come up with for their mini-productions. YouTube was as popular as Facebook when it first came out, you could search for anything and find some type of message about the topic. Facebook is useful when you are looking to connect with people whereas YouTube was used for entertainment purposes.

The Interactive Advertising Bureau conducted a new study that gives reason as to how people are using YouTube and Facebook. They found this:

o   While on YouTube on the PC

§  49% are doing something else on the Internet

§  27% are watching TV

§  27% are with friends

§  21% are eating a meal

o   What they are doing on YouTube

§  42% Check out videos recommended by family and friends

§  27% Watch videos with family and friends

§  26% Check out most watched videos

§  25% Share videos from YouTube via Facebook

§  22% Sends links to friends

§  12% Post comments on videos

§  8% Check out brand channels

This brings me to my next point. These users of YouTube are going to YouTube for something specifically. We can spend hours on the Internet surfing, but that was when it first came out, now we want everything instantly. YouTube has emerged within the past few years as a perfect communications tool for public relations professionals.

“Thanks to its viral power (YouTube) and ability to reach and engage diverse constituent bases, this video-sharing site is being harnessed more regularly to advance campaigns and PR efforts” (PR News Online, 2011).

Do you remember reading or hearing in the news Taco Bell’s beef crisis? Taco Bell Corporation was sued for false advertising, with claims that its products are not “seasoned beef” as advertised. The particular meat filling they were using does not consist of approved USDA standards for food labeling. 

In an article titled, “If their beef was as good as their crisis management, they’re looking good” gbaron explains how the people in charge of this crisis turned it around to benefit the company. First, they owned it. They owned their suit. They ran ads in the newspaper with headlines like, “Thank you for suing us.” This is perfect. They ran newspaper ads as well as building a brand in the social media world. How did they build their brand in this crisis?

They made a YouTube video. The Taco Bell lawsuit video has the president, Greg Creed explaining the ingredients in their food. He is offering this “big secret” from his company to your home. It is a simple video, not a lot of bells and whistles. It is a straight shot of the president explaining the other 12% (ingredients), their secret but he chooses to share it with you (the world) through YouTube.

YouTube has an increasing role in public relations. These social media tools can be started with no marketing dollars. Yes, for free! Not only this, it can be fun! Get people involved and they will love it.

Look at how Barack Obama used YouTube for regular video addresses. Since his inauguration the weekly addresses have continued on the White House website, YouTube as well as on your regular major television networks. 

How do we market/brand this person, service or item we are standing behind? PR, in a way, is like sales; there is a market and consumers, prospects and pitches. Building relationships is crucial. Relationships are being made through social media. You have to build your brand on the Internet. Stick out some way, like Taco Bell’s action in a crisis. In PR, it is easy to get blacklisted and damage your reputation. But, if companies can see this huge role tools, like YouTube, are playing it will help.

The things I remember about Public Relations that keep you in good standings are

1) Tell the truth.

2) Do the right thing.

3) Be active in the community and

4) Show the public you are doing #1 and #2—YOUTUBE can help you do that! It’s a video sharing website…great news PR agents!

These tools are made user-friendly. Every one has access to them and every one can use them. Even if you did not study mass media communications in undergrad or have had any previous certification in video recording YouTube is something that can be learned.

It is not easy to learn, I will not say this because too many of my aunts and uncles always say,

“You, young kids always say it is easy but will never sit down and take five minutes to show me.”

My mother is trying to change jobs and everyone she applies for asks if they are familiar with PowerPoint-Microsoft Office and she keeps telling me she isn’t. I nearly yell at her every time because this stuff is made for people that do not know squat about computers. That is why they hired the very tech-savvy guru to create the program.

You have to spend the time playing with it. I will tell you, like I tell my mom, the next time you are bored and there is nothing on TV, get online (or PowerPoint, for mom) and discover new things about the program. Play with it. When we were kids we always liked to explore so why can’t we do this on these “new,” computer programs those seem foreign to us? 

For those not fully understanding YouTube culture but seeks to improve your company’s communication initiatives there is a very instructional based webinar where experts can answer any question you have about using YouTube to meet business goals. At this PR News Webinar, you will learn how to:

•               Set up a YouTube account and upload/share your videos

•               Create must-see videos for your company or clients

•               Monitor and track eyeballs/views and commentary to measure PR effectiveness

•               Generate buzz and build relationships with the media

•               Market your products and drive up sales

•               Engage the media and citizen journalists with your videos

•               Manage and protect your reputation using YouTube

•               Craft and develop effective messaging for crisis scenarios

•               Engage with existing and new audiences

•               Leverage YouTube for its viral impact

•               Smartly integrate YouTube into your overall communications plan

•               Build a strong community around your brand

•               Educate your stakeholders about issues that matter to your organization

•               Understand the technology and the resources needed to launch a video program on YouTube

Check out the website. http://www.prnewsonline.com/webinars/YouTubeforPR.html 

This was one of my dreams as a young girl. I wanted to heal every heart that was hurt and wanted to make sure everyone’s feelings were okay. Eventually, I grew up and then came real life. Maybe I do not need to heal every heart. Even Mother Teresa did not complete this task; I think it is a little far fetched. But, I think this dream can come true about changing the world. I will change the world and now I know one key ingredient: know how to communicate effectively. Changing the world starts with one person and thinking of the future. “We do what we have to, so later on we can do what we want” (Forest Witaker, 2010). This is the same mindset I found as I read the article (McKinsey Quarterly, 2010) due for class this week. I want to share a few quotes that hit home for me and took me back to this idea/dream I have always had.

·      “Five crucibles of change will restructure the world economy for the foreseeable future. Companies that understand them will stand the best chance of shaping it.”

·      “What we do know is that the forces driving the emergence of this new new world are too powerful to be denied…”

·      “Companies must pay attention to more stakeholders, more regulations, and more risks—and watch and see what their customer are tweeting about them.”

·      “The complexity is greater, but so we believe, is the opportunity.”

o   I LOVE THIS QUOTE. This is so true. Build your brand! There is way too much opportunity not to. If you have questions on how to build your brand. Ask me!

·      “As thousands upon thousands of companies make it up as they go…even the most talented strategists will have, at best incomplete knowledge of what comes next.”

·      “…understanding of the forces defining the future will also provide the best chance for seizing it.”

o   ANOTHER GREAT ONE!

o   So…read these blogs and learn all you can. I will until I found a way to achieve my dream. So, please, stay posted.

It is hard for me to get in the mindset of global business, big companies, etc. because I am from a very small town. I have not worked for many companies that stand outside the state I was working for but when you are reading this don’t make the same mistake I did. I thought, this does not apply to me due to the fact that they are talking to companies. It does not have to be company! Replace the word, company, with something that interests you, that can drive revenue.  For example my mom, loves to crochet. She just made my 6 month old puppy, Gucci, a sweater for Christmas. This sweater is better than anything I could find in the store! I am not joking. It was specially made for Gucci, it has an old fashioned wooden button that keeps it on and it is just adorable. I keep trying to get her to understand social media can really boost her talents. She hates her job. It pays barely enough and so on. We have all heard the story. But similar to something Gary Vaynerchuk said in an interview is,

“I just can’t get people to believe me. They think it is much harder than doing something you love and getting paid for it. But you can and so many people are doing it.”

Being a communicologist, all these articles and this giant social media move means a lot to me. Our communication is changing. This assignment asks, how does your blog fit into the changing communication world described in the readings? My answer is this, my portfolio is no longer in paper version but electronically. You can access it, free of charge, on your time, in your setting on the Internet.

My brand is being constructed. My personality is on the Internet. My integrity is on the Internet. My academic work is on the Internet. My personal and professional thoughts are on the Internet. Everything that makes me, me is now communicated through this new new media. So I am now bringing my world to you. You do not need to get a phone call from me every week, a letter or even a photo because it is all at your fingertips now. All we have to do is use these tools, media provides and we can stay globally connected.

“YouTube, blogging, Wikipedia, Twitter, Facebook, Second Life and other "new new media" are transforming just about every aspect of our culture from the way we elect Presidents to how we watch television. NEW NEW MEDIA details the benefits, opportunities, and dangers of these transformations.” Review of Paul Levinson’s New New Media: (our textbook)

“Some 46% of Americans say they get news from 4 to 6 media platforms on a typical day. Just 7% get their news from a single media platform on a typical day,” this statement was taken from a Summary of Findings for the Pew Internet study.

 LOL (literally)! When I read this article for class I thought how funny. As embarrassing as this is to admit to all of you, I never read the news as a teenager. Am I alone? Maybe it was because it was on this dirty looking paper, in all Times New Roman font and minimal color. If I could have had the option to have the New York Times or the USA Today newspaper in the palm of my hand as all iPhone users do, I would have read it in between classes when I was bored. Okay, so maybe a typical teenager wouldn’t have done that (and as selfish as I was at 16?) a better example would be I would have used my iPhone to let me know what the latest fashion was from Cosmo or the new song by Jamie Foxx. Either which way the example leads we understand that the Internet is at the heart of it all.

When I was in undergrad, I worked at a gas station where all the older men sitting around the table drinking coffee would tell me their stories about how they paid $30/credit to get their doctorate degrees and how they had to walk up hill, both ways in the Nebraska blizzard. This is what my blog is starting to sound like, but seriously. We had to subscribe to the local newspaper (it was not free) or go to a gas station to obtain this sort of media communication that is (now in present day) at your fingertips in the matter of seconds.

Not only is news “portable”, but it is also becoming “personalized and participatory” (Understanding the Participatory News Consumer,  2010). Just last week, I was at home watching the news on my television. (Even this, sounds outdated now. Wow.) The final news story for that night featured a college kid that just so happened to be at the right place, with an iPhone at the right time. He used his iPhone to video tape and uploaded the videos online of a very dangerous slippery street somewhere in Washington. This story is not atypical of the average Joe making a few extra dollars on the side due to participatory media.

“37% of Internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites like Facebook or Twitter,” another statistic that wowed me from the Pew Internet study. 

Question:Who do we owe for this; this new way to be involved in local and federal news (I am sure we all remember the story on the news involving WikiLeaks)? How we can experience news and contribute to it?

Answer: SOCIAL MEDIA and smart phones such as the iPhone. 

I am so excited to announce another exciting semester of (what I call) "life lasting" lessons. Last semester in Graduate school, I engaged in many different avenues of social media and passed along what was shared with me by instructor Lou Heldman. I have an announcement to make, I am taking another course from Lou! (YAY) I am finally at my final semester as a MAC student in the Elliot School of Communication at Wichita State University (JUMPING FOR JOY) but before I go, there is lots more to learn. So as I take another exciting adventure, exploring media transformation specifically this semester I will be tackling questions like:

• What are the key changes in communication and what led to this huge transformation of media? 
• What is the impact on advertising, public relations and journalism?
• What is the impact on consumers?
• How can student best participate in this emerging communication?

I offer you, all my findings and how I relate. Please feel free to join me. Read and comment if you can relate or simply have further questions. I ask you to take from this what you can and leave the rest at the door. I hope you enjoy what is to come. I know I will be doing just that. Thanks for reading!

Up to this point, my blogs have been about learning how social media is taking over the world wide web, businesses as well as advertising. But today I want to write about more personal things. Things that could quite possibly only be to vent my selfish frustrations with the world or maybe things I like to call character building experiences. All in all I wanted to switch things up a bit and get a little more personal.

My best friend called me today we will call him, Alvin. Alvin has had a rough past few months everything has hit him. From a car accident, a death of a loved one and getting robbed, today he called me saying his brother just got shot. This shooting was not due to drugs, gangs or even a robbery. No one knows, right now, why? The biggest question every one wants answered. Alvin said maybe it was just his time to go. My heart sunk. What do you say when death confronts you? What do you say to a friend when they say they do not know how to deal with all that hurt?

I've been there. When it feels like there is no fight left inside you. It seems like negativity has a ripple effect or a snowball effect. Ever had a bad day? Maybe it was something simple to start it off and then it seems like all you want to do is go back to bed and start the day over? This is what happened to my friend. Every time they called me with bad news the minute I got off the phone I prayed for them (not saying this to brag, but I am a firm believer in doing something the minute you think of it, otherwise chances are it will not get done-I know myself.)

So I came to my blog today because I wanted to remind myself to be grateful. So many people are leaving this Earth everyday.

Last year, my mentor told me when I feel overwhelmed with doubt to pray and thank God for all the blessings you have that moment. I still do, so today when I prayed and again, before I go to bed I will thank God for my day, my family, friends, a roof over my head, belly full, etc. Because we really never know when our last breath will be. I know it sounds cliche but truly live every moment as it is your last because you never know the plan.

R.I.P. Kevin, Joe and many other loved ones that have passed this season.

“The iPhone 4 now brings the Game Center, HDR photography, and more to iPhone. The iPhone 4. This changes everything. Again.” (Apple, 2010)

Mobile technology has been down a long road already, imagine what is to come in our future years? From records to 8-track tapes (1979), from the Sony Walkman to the first iPod, in 2001, mobile technology is moving faster than we are.

These phones, whether they be the Android, iPhone, EVO (Sprint) they are becoming more of a standard type phone. I was in the retail Verizon business, as a team leader for about half a year. When I was working for them, we got higher commission if we sold more Smart phones compared to non-Smart phones. The Smart phones were high in price; I do not remember one Smart phone costing anything under $150. A data plan was the highest priced plan, compared to all talk plans. Now, I walk into Verizon Wireless store and there is a Blackberry Touch free with starting service and the data plans are cheaper than most all talk-only plans. This just happened about a year ago. I worked for Verizon from June 2009 until December 2009!

 So how are these phones becoming an extension of our arm? How are these phones taking over? We spend more time on our Smart phone than we do watching the road, while driving. We spend more time on our Smart phone than we do watching our kids. You have all seen the commercial. According to many scholars our Smart phone is a better PC than your PC ever was or will be. (http://lifehacker.com/5681573/your-smartphone-is-a-better-pc-than-your-pc-ever-was-or-will-be)

 My question is what is the negative side to this spectrum. These phones are at our disposal every moment of every day. We find ourselves conducting the Blackberry prayer immediately after our meetings, classes, even at red lights in our vehicles. But my question, is yes it is a new huge movement but who is using these services? The prices are still high for most of apples’ gadgets. According to SPRINKSVILLE (2010), “Smartphone users are also predominantly male and predominantly earn more than $100k per year.”

David Houle said, “There is no longer any time, distance or place barrier in human communication.”

I have an argument against this statement. I think it is making things easier to communicate, but only for those who are being active in social media.

According to SPRINKSVILLE (2010), “Smartphone users are also predominantly male and predominantly earn more than $100k per year.”

Third world countries do not have running water. America is working on creating more applications for Apple’s new iPhone or iPad. America has phones now more powerful than computers. I know being a communication major, this is supposed to light up my life, but it didn’t. Technology is a great thing, if it is used wisely. I think we are forgetting a lot of negative components here.

What happened to privacy? They say the toddlers of our generation are being called the, “digital natives,” because they are being born into a world where privacy is no longer an issue to them. They do not know anything other than we put our lives online (Facebook, Twitter, Foursquare, Posterous). Sad day, very sad day… Whatever happened to skipping rocks, playing in a tree house, or spending QT time with your family? We all want to be connected. But it seems the more and more we try and connect ourselves the more disconnected we become from the real world.

My best friend just got a new iPhone and every time she comes to my house we play these crazy, stupid (time-wasting) games that she downloaded for free from the iPhone. Just to name a few, here are some ridiculous applications for your new Smart phone:

·      Loopt- is a mobile social network that encourages users to share their location. With the new iOS you can be tracked by your selected group of friends as you move from place to place
Read more: http://www.businessinsider.com/best-iphone-4-apps-2010-6#loopt-lets-those-you-know-track-your-whereabouts-4#ixzz14txwFYbU

·      Panty Removal App-the Pantienon app makes dirty thoughts come to life

·      Nose Job App-Use the iSurgeon app to actually simulate plastic surgery

·      Zit Picker App-Guess what this application does? You pop people’s pimples. Try not to make it bleed and you win!

Sometimes I think it is sad how we, as American citizens, demand everything on the spot. If we do not receive the job promotion within the week we were promised or do not drop those ten pounds from our New Year’s resolution, we easily give up.

Why are we struck with this instant gratifications mindset?

We all know this as reality. Now, let me accept it and move on.  But in every change of the times I think, what can I learn from this to benefit my future?

America is busy.We are honking the horn because McDonalds is taking seven minutes rather than the normal five. We run red lights, everyday, because two minutes out of our schedule is asking too much. Why not try giving America news but only in 140 characters? Genius move made by Skip Hidlay with kansasdotcom.

Gary Vaynerchuk taught me it is all about the branding of your product. We feel something when we see the apple logo. The branding of your product needs to be short and sweet. Something people can talk about quickly and easily. Now applying his theories to what kansasdotcom is doing through social media, I believe Gary would give them excellent reviews.

Our assignment in my social media class was to follow six different news organizations on Twitter and compare them to see who does a better job utilizing this tool. As soon as I typed in kansasdotcom, before I hit enter, I found them. First, I want to say great job! Secondly, when the Internet first came out, America’s favorite pass time was surfing the web. Things are a little different now, again reverting back to my first claim, if it does not come up in the first four to five seconds we find ourselves screaming at a computer screen.

Other news organizations were hard to find. One I had to ask Google where they were because I could not find them. Others had different usernames under their name:

• ·      KWCH is KWCH Morning,
• ·      KAKE has KAKE and KAKE Weather
• ·      KSN is KSN News

This makes it confusing. The simpler the better especially when it comes to branding. 

How visually appealing is their Twitter account? This is basic stuff but some are doing a better job than others. Kansasdotcom has my number one vote because they are not only producing good content but their page looks professional and clean. KFDI and KNSS have way too much going on in the background. It even makes some of their posts hard to read. This was a big hint my professor gave when I created my Twitter account. Maybe I should pass the message along?

Proof is in the numbers. Let’s look at how many people follow each one of these organizations: Where are our eyes going for news?

• Kansasdotcom= over 3,000 followers
• KSN= 1,265 followers
• KAKE= 1,172 followers
• KWCH= 1,381 followers
• KFDI= 1,080 followers
• KNSS= 296 followers 

Word to the wise…

To all news organizations: (Or maybe even entrepreneurs that want to feed the world news. Is this your passion?)

Watch Kansasdotcom. Every one else is.