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Is social media at a crossroads? This is what was discussed during the latest Awareness, Inc. Webinar where David Weinberger presentated his thought-provoking keynote “Social Media at the Crossroads” where he discussed some key points around popular social media topics including: •The Web has always been social. What's the difference now?•Why we as a society are OK with fallibility and how this should change the way in which organizations operate.•The good and the bad associated with the Media increasingly acting as an echo chamber.•The four types of transparency critical to Social Media.•Why diversity may be important and why it sure can be uncomfortable.•The social media generation now expects important information to find them. Why this can be a dangerous attitude.
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David Weinberger [email protected]
Harvard Berkman Center for Internet & Society
Senior Researcher
US State Department Franklin Fellow
This talk does not represent the views of the State Dept.
July 14, 2010
Social Media at the Crossroads
Why social media matter
The Web was always social
Web 1.0
Web 2.0
The Web was always social
Web 1.0
Web 2.0
Protocols
Hardware
Software
Social
Gift
Art
Scale
???
Who owns my content?
Who decides who can see it?
Will Mark let me post this?
When is Mark going to change the rules again?
Are social media media?
Media stand between
(cc) Professor Bop @ flickr
If the Web were a medium…
(3 points)
Information
Communication
Sociality
1
We are the medium
Transmit
GenerateTransformRecommend
Authenticate
AssimilateGive value to
2
We are the medium
We take on the properties of our medium
3
Parents with sick kids
Parents with sick kidsNext day
Advanced Droid Updaters
People angry at SNL
Always changing
Transient to Lifelong
Crazy-easy group formation
With social networks:
Non-interruptive, Constant presence
Two Consequences of a linked social world
1.4 Types of Transparency
1. Transparent Sources
2. Transparent self
3. Transparent humanity
$
4. Transparent interests
Two Consequences of a linked social world
2.Echo Chambers
Cass Sunstein
Echo Chambers further convince us we’re right
…and move us to extremes
Are social networksecho chambers?
Tough data
Look at links or behavior?Does it vary by socio-
economics? Politics? etc.Mythologized past?
Over-estimation of role of diversity
Social role of echo chambers
It doesn’t matter
Echo Chamber
Festival of
Diversity
What this means for marketers
Marketers have liked echo chambers
Echo chambers are bad for democracy & culture
What this means for marketers
Resist Opportunities
Thank you.
David Weinberger Blog: www . JohoTheBlog . Com
Email: self@evident . com
Twitter: dweinberger
