Rafael Maranon's Blog

Yesterday we finalized a MIT course ESD.942 Social Media: Trust, Information Seeking & Systems Innovation in the Digital Age. During past 2 weeks Joseph Coughlin, Azamat Abdymomunov and myself have been teaching during 20 hours at MIT an introduction to social media in different domains (Healthcare, Finance, Organization Development and Collaboration) and using a specific framework (Influence, Check and Balance and Trust).

ESD.942 class

1. Local-Global symbiosis. If you’re big, act small. If you’re small act big.
2. Give-more-than-you-receive
3. Experiment! Learn-by-doing
4. Be-inclusive
5. Honesty (get naked?)
6. Architect/plan your social-media-strategy
7. Start with something you’re passionate about (have a PURPOSE)
8. Empathy. Show-that-you-care
9. Consistency, passion
10. Patience
11. Good enough is good enough.
12. Persuasion – find overlap of interests between you and your audience
13. Listen before speaking, learning before teaching
14. Humor
15. Past, Present, Future – analyze and feedback
16. Iterative-learning-process
17. Asking first
18. Content-technology balance
19. Accountability-to-oneself-and-others
20. Consistency and commitment

You can download the slides of the course on Course Material. Lecture’s videos will be posted soon.

Rafael Marañón giving a lecture on Organization Development using Social Media

Lessons in Social Media

Dear friends,

During the IAP period I will be teaching a MIT course for credits on Social Media. This is an opportunity to learn about Social Media from AgeLab‘s Joseph Coughlin and the co-founders of the MIT Social Media Club – Azamat Abdymomunov and myself.

Joseph F. Coughlin, AgeLab Director

Starting on Thursday Jan 20 at 9am, course ESD.942 Social Media: Trust, Information Seeking & Systems Innovation in the Digital Age, will focus on understanding the impact of social media and underlying social networks on public trust, individual decision-making and systems innovation. Cases will include examination of social media as a research tool and its influence on individual
information seeking behaviors and the changing nature of advice in healthcare, financial services, selected other domains and collaborative innovation across business and government.

MIT Social Media Club Co-founders Rafael Marañón-Abreu and Azamat Abdimomunov

Students can already register for this course for credits at MIT Websis, Units: 1-0-2 (P/D/F). Non students interested attending as listeners are also welcome and should sign in the following form in order to receive reading materials and course notifications.

• Registration for credits
• Registration as a listener
• Survey

Lecture: 9am-1pm on Jan 20 (E51-149), 21 (E51-149), 26 (E51-315), 27 (E51-315), 28 (E51-149)

CONTACT INFORMATION

Joseph Coughlin	coughlin@mit.edu
Azamat Abdymomunov	abdimom@mit.edu
Rafael Marañón-Abreu	rmaranon@mit.edu

COURSE SYNOPSIS

Social media is changing the social environment for government, business, health care, education sectors, etc. How basic principles of trust, collaboration and value creation evolve in the digital age.  What remains constant and what evolves over time?  This course focuses on recognizing these basic patterns in the digital age and help to gain competitive advantage from understanding dynamics of social media.

The course should be especially useful for students who hope to:

-          Understand the landscape and changing dynamics of social media

-          Understand basic skills and tools of social medial

-          get introduction into basic patterns of information and knowledge management

-          Understand cutting-edge potential of social media in unexpected sectors of our society such as health care, academic research, corporate identity, local communities, family

The course will consist of five lectures presented by Joseph Coughlin, Director of the MIT AgeLab and Azamar Abdymomunov and Rafael Marañón-Abreu, SDM´10 and founders of the MIT Social Media Club. There will be at least one visiting lecturer who will participate in the course and help present a particular case.

Five domain will be considered: Health & Wellbeing, Finance, Safety and  Organization Development. Each domain will present an example of social media applications in different sectors of our society. In each case, the group will take several stage approaches:

- Influence

- Information seeking and Validation

- Check and Balance

- Power of Share Knowledge

- Change and Transformation

- Learning

- Dialog

During the class, the instructors will facilitate the wide range of newest social media tool to build trust and promote collaboration inside and outside the class.

LEARNING OBJECTIVES

General

Students will be able to understand the impact of social media and underlying social networks on public trust, individual decision-making and systems innovation. By examining several cases studies of social media such that they will be able to

• Use social media as a research tool
• Recognize its influence on individual information seeking behaviors
• Observe the changing nature of advice in
  • Healthcare and well-being
  • Financial services,
  • Safety
  • Organization development
• Familiarize with collaborative innovation across business and government.

Public Trust

Students should be able to

• explain what a public trust is and how social networks emerges
• demonstrate the influence of lead users in the digital age
• explain what a -social media lead user – is, how it creates value and competitive advantage
• identify the common features of a generic —, and create one specialized for a given product
• identify where public trust sits in social media and its role in establishing value and competitive advantage

Individual decision-making

Students will be able to

• define decision-making in a social media context
• identify the elements that make us to deal with decision in digital environments, critique them, and learn from them

System Innovation

Students will be able to

*        compare existing digital media approaches to system innovation

*        create new approaches

*        analyze old and new approaches, and synergize a “best” approach

*        think creatively and “out-of-the-box” when necessary

*        develop a personal framework set for successful system innovation by using digital tools

LECTURE CONTENT:

L1	Introduction – Collaboration in the Digital Age: Course introduction and how social media environment help to increase contact rate among digital age lead users (Includes workshop on how to create your footprint on the Internet: Set up your own MIT domain, blog, integrate LinkedIn-Facebook-Twitter…)	1/20 9am-1pm E51-149
L2	Health & Well-being: Patient-oriented approach, doctor influence in Patients, persuading patients to act, communities, doctors selection based in reviews of your network, HIV and Social Media, nutrition pattern, misleading information from alternative medicine, pharmaceutical influence on media and doctors, communication in hospitals, educations of patients, accelerating training, social well-being, CDC. Prevention vs treatment. Social medicine, improve healthcare in resource-limited settings, education. Case study: Food Revolution, Mayo Clinic Workshop II: Communicate using Youtube, Prezi	1/21 9am-1pm E51-149
L3	Finance: Cases will include examination of social media as a tool and its influence on individual information seeking behaviors and the changing nature of advice in financial services. Guess Speaker: Fidelity Investment Workshop III: building strong and efficient communication channels among different MIT stakeholders, and in your university club . How to share your research with other universities.	1/26 9am-1pm E51-315
L4	Safety and Organization Development: using social media for new process adoption, shared vision, talent seeking (recruiting), new acquisitions, cross-functional teams, corporate culture, global markets. From ’knowledge is power’ to ‘share knowledge is power’, convert social data into a strategic information asset, customer support, executing organizational business cycle change: appearance, shape and form, social media to overcome the seven organization learning disabilities, learning teams, multi-stakeholders, user-centric innovation, system thinking. Workshop IV	1/27 9am-1pm E51-315
L5	Wrap-up and class projects presentations	1/28 9am-1pm E51-149

Visit course website for updates and registration: http://socialmedia.mit.edu/esd-942-course/

This case of study about the management of seasonal labor migration in Southern Europe was prepared by Rafael Marañón-Abreu, Estrella Gualda Caballero and Ricardo Valerdi. The paper was submitted for the journal Technological Forecasting and Social Change in the special issue: Economic hard times: Impact on innovation and innovation potential. A draft of the paper can be downloaded from the MIT ESD Working Paper Series Download ESD-WP-2011-01 (.pdf) | Discuss ESD-WP-2011-01

During economic crises, governments establish policies that facilitate the creation of jobs, goods and services that make theireconomies more resilient. Often, this requires innovative social programs that match global migratory trends to local labor demand. The implementation of such programs requires a significant degree of innovation that requires models that can capture the complexity involved.

Basic model structure and feedback processes of the management of seasonal labor migration in Southern Europe

To explore this phenomenon, we provide a multi-disciplinary view of innovative social programs that shed light on the dynamic characteristics of the political, social, technological and economic aspects of circular migration. Our focus is a case study of the European Union-funded circular migration program to support the strawberry harvest in the province of Huelva in Spain. Covering the time period of 1999-2011, this paper provides a system dynamics model to represent the key elements that led to the success of circular migration from the standpoint of economic and social change. The model helps explain the key factors that make the program robust under recent economic crisis conditions.

Based on a qualitative analytical approach, the model demonstrates how adaptive policies can enable macroeconomic equilibrium in environments where circular migration can be implemented. We also show that circular migration is not an impediment to economic recovery, in fact, it helps stabilize the labor supply in times of high uncertainty.

Keywords: circular migration, social innovation, system dynamics, Southern Europe.

Download ESD-WP-2011-01 (.pdf)

The New York State Department of Health (NYSDOH) AIDS Institute, in partnership with AIDS.gov, is holding a one day forum on social media and HIV/STIs on Tuesday, December 7, 2010, at New York University’s Kimmel Center in New York City. [Note: Find a recap of the conference at Anna Vinogradova's Blog]

‘The social media revolution is the most far-reaching communications development since Gutenberg’s printing press‘ is the first thing you read when visiting the Mayo Clinic Center for Social Media’s website. Lee Aase manage this unique initiative that builds on Mayo Clinic’s recognized leadership among health care organizations in using social media tools.  During the Social Media and HIV conference in New York we will have the chance to learn more from other pioneers in using Social Media platform to lead better and cheaper health care. Below are some of the speakers:

• Becky Allen is the site manager for TheBody.com and its sister site for health care professionals, TheBodyPRO.com, both part of HealthCentral.

• Diane Brodalski provided leadership on the development of the recently released CDC Health Communicator’s Social Media Toolkit

• Bradley Jobling is the Social Media Manager for the Columbia University Medical Center Department of Surgery, creating its social media program and implementing it through Facebook, Twitter, YouTube, and blogs.

• Eunic Ortiz is the Web and Social Media Manager and a Press Officer to the New York City Council

• Michelle Samplin-Salgado is the New Media Strategist for the federal HHS initiative AIDS.gov and a consultant at John Snow, Inc,

This conference will be also webcasted here, and we will enjoy speakers talking about implementing of Social Media campaigns.

[Note: Find a recap of the conference at Anna Vinogradova's Blog]

José María Aznar visits MIT Media Lab (from left) Rafael Marañón MIT SDM’11, José María Aznar, Nexi, Ana Botella, David Zafrilla Media Lab and María Fraile MIT MBA’09

Former Primer Minister of Spain, José María Aznar and his wife Ana Botella interested in the MIT City Car @Media Lab. Visit Co-organized by Spain@MIT

Follow the conference videos and recap at Spain@MIT Website

Last spring seven MIT students from Spain we decided to start a spanish club. At that time we were missing having a group of people from our own country to exchange experiences and get support when needed.

Spain@MIT Founders: (from left) María José Nieves, Maria Fraile, Amparo Cañaveras, Roberto Sanchis, Patricia Gómez, Rubén García and Rafael Marañón

MIT is an institution with tons of hidden activities and opportunities. Having a strong network to support spanish students when they arrive was the motivation for the founding members of the club.

Just 6 months after the official recognition as a MIT club, our club has been able to organize very successful events and also invited to Spain’s Former Prime Minister José María Aznar talk at MIT.

Below you can find the invitation to our club first big event… I hope you enjoy it!

On Monday, December 6 at noon in Wong Auditorium, the MIT Sloan community will welcome José María Aznar, the former president of Spain, to speak as part of the Dean’s Innovative Leader Series. This presentation was made possible through collaboration with the Spain@MIT Club. Lunch will be available beginning at 11:30 am in Ting Foyer. There will also be an opportunity for a small group of students to attend a private lunch with President Aznar immediately following the presentation.

Spain@MIT New Website

Before José María Aznar took office as president of Spain, his country was economically paralyzed by high unemployment, a deficit, and little growth. President Aznar instituted numerous economic reforms including liberalizing the market and privatizing industry, in turn creating five million new jobs and a budget surplus. His changes increased Spain’s GNP by 68 percent and propelled Spain to the eighth largest economy in the world.

A lawyer, President Aznar has spent his career in politics, representing increasingly larger constituencies and becoming head of the Partido Popular (People’s Party). President Aznar won the election in 1996. When he was sworn into office in front of King Juan Carlos, the transfer of power from Felipe Gonzalez to José María Aznar was a historic occasion; it was only the second time in 60 years in Spain that power passed from one elected party to another.

Join me as President Aznar discusses how the loosening of economic borders will influence Europe’s economic future and the survival of the EU in today’s international marketplace.

Event Co-Sponsored by Spain@MIT and MIT Sloan School of Management