PPTX - Slide 1

Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009

MSFS 556: Social Media in Business, Development, and Government

Session #3: January 26, 2009

Gaurav Mishra


Syllabus Version 2.0 Session #3 (January 26): – The 4Cs of Content, Collaboration,

Community and Cumulative Value. Session #4 (February 2): – It’s All About Filters.

Session #5 (February 9): – The Question of Media Literacy

Session #6 (February 23): – The Power Equation Between Individuals

and Institutions.


Reading Reactions

(20%)

Suggested Readings

Presentation (15%)

Paper (15%)

Class Participatio

n(20%)

Personal Journals (15%)

Some Connections

Research Posts (15%)

Class Blog

Class Wiki

One Time


Here Comes Everybody by Clay Shirky

Summary of reading reactions


Summary of reading reactions

Lauren: Will journalism become obsolete?

Corinna: Will social media increase inequality?

Teayang: Will it increase isolation?

Xiachang: Who decides the filters?

Brannon: Why do people contribute?

Francesca: How does culture change how we use technology?

Kasia: What is important news?

Sangju: So what?


Social Media 101


Shirky’s Here Comes Everybody #1

Page 105: Communications tools don’t get socially interesting until they get technologically boring... It's when a technology becomes normal, then ubiquitous, and finally so pervasive as to be invisible, that the really profound changes happen.


Wikis in Plain English

Source: http://www.youtube.com/watch?v=-dnL00TdmLY

http://www.youtube.com/watch?v=-dnL00TdmLY

http://www.youtube.com/watch?v=-dnL00TdmLY


Barcamp/ PBWiki


Barcamp/ PBWiki


Wikipedia/ MediaWiki










Wikitionary


Wikiquote


Wikibooks


Wikinews


Wikisource


WikiHow


WikiAnswers


Wikitravel


Wookiepedia/ Wikia


Lostpedia/ Wikia


A Million Penguins


Wikileaks


SourceWatch


Congresspedia/ SourceWatch


Intellipedia


LA Times Wikitorial


Not Wiki: Encyclopedia Britannica


Not Wiki: Google Knol


Wikis in Summary

Simple or complex. Platform for public

discourse. Discussion +

history > final entry.

No final entry.

Works when contributors >> vandals.

Contributor /= author.

Why contribute?


Where Do People Find the Time?

Source: http://www.youtube.com/watch?v=AyoNHIl-QLQ & http://www.youtube.com/watch?v=jNCblGv0zjU

http://www.youtube.com/watch?v=AyoNHIl-QLQ

http://www.youtube.com/watch?v=AyoNHIl-QLQ

http://www.youtube.com/watch?v=jNCblGv0zjU

http://www.youtube.com/watch?v=jNCblGv0zjU


The 4Cs of Social Media


Ridiculously Easy Group Forming

One-Way Two-Way

One-to-Many

One-to-One

Handbill Telephone

InternetTelevision


Group Forming Networks

Sarnoff’s Law4 for n=4

Metcalfe’s Law6 for n=4

Reed’s Law11 for n=4



Page 215: Small World networks have two characteristics that, when balanced properly, let messages move through the network effectively. The first is that small groups are densely populated… The second… is that large groups are sparsely connected.


Group Forming Networks The value of a network is equal to the number of

connections. Sarnoff’s Law: The value of a broadcast network is

proportional to the number of viewers (n). – 100 for n=100.

Metcalfe’s Law: The value of a telecommunications network is proportional to the square of the number of users of the system (n2). – 4,950 for n = 100.

Reed’s Law: The value of a group forming network (or a social network) increases exponentially, proportional to 2 raised to the power the number of users in the network (2n).– 1,267,650,600,228,230,000,000,000,000,000 for n=100.



Page 49: You can think of group undertaking as a kind of ladder of activities, activities that are enabled or improved by social tools. The rungs on the ladder, in order of difficulty, are sharing, cooperation, and collective action.



4Cs

Content

Collaboration

Community

Cumulative Value



Visible

Invisible

Easy Difficult

Content

Collaboration

Community

Cumulative Value


4Cs of Social Media: ContentConsumers

Curators

Creators

Visible

Invisible

Easy Difficult

Content

Collaboration

Community

Cumulative Value

Contributors


Individually: Creator


Individually: Contributor


Individually: Curator


Individually: Consumer



Page 123-125: Given that everyone now has the tools to contribute equally, you might expect a huge increase in equality of participation. You’d be wrong… There are two big surprises here. The first is that the imbalance is the same shape across a huge number of different kinds of behaviors... The second surprise is that the imbalance drives large social systems rather than damaging them.


The Power Law/ Zipf Curve

Reach

Number of Creators

Broadcast

Loose Conversatio

ns Tight Conversatio

ns


International Blogs by Activity

Source: Technorati, 2007

http://technorati.com/blogging/state-of-the-blogosphere/


The Social Technographics Ladder


The Social Technographics Ladder

USA China Japan EuropeCreators 21% 40% 35% 14%Critics 37% 44% 32% 19%Collectors 19% 34% 12% 6%Joiners 35% 23% 30% 16%Spectators 69% 71% 72% 49%Inactives 25% 25% 19% 44%

Source: Forrester Social Technographics Profile

http://www.forrester.com/Groundswell/profile_tool.html


909

The 1:9:90 Rule

1

Creators Contributors Consumers

All Social Media 1% 9% 90%

Wikipedia 0.5% 2.5% 97%

Open Source 0.5% 5% 94.5%

Source: Jacob Nielsen, 2006; Matti Hämäläinen, 2007

http://www.useit.com/alertbox/participation_inequality.html

http://www.nim.ax/files/Workshop/Matti%20H%C3%A4m%C3%A4l%C3%A4inen.pdf

http://www.nim.ax/files/Workshop/Matti%20H%C3%A4m%C3%A4l%C3%A4inen.pdf


4Cs of Social Media: Collaboration

Visible

Invisible

Easy Difficult

Content

Collaboration

Community

Cumulative Value

Conversation

Collective Action

Cooperation

Co-creation


Collectively: Conversation

Individually: Contributor


Collectively: Co-creation








Collectively: Cooperation


Collectively: Collective Action


Collaboration for Decision-making

Individual decision

Majority decision (Condorcet Jury Theorem)

Online Surveys: Work if more people are right than wrong.

Discourse(Jurgen Habermas)

Wikis: Good for establishing facts.Blogs: Good for debating values.

Market(Fredich Hayek)

Online Prediction Markets: Good for predicting the future.

Source: Infotopia: How Many Minds Produce Knowledge, Cass Sunstein

Fact

Value

http://www.amazon.com/dp/0195340671




Online Prediction Markets


Online Prediction Markets


4Cs of Social Media: Community

Visible

Invisible

Easy Difficult

Content

Collaboration

Community

Cumulative Value

Size

Social Objects

Strength


4Cs of Social Media: Community

Size

Strength/ Cohesiveness

Country

Club

Cult

Clique


Relationships + Social Objects Service: Person {relationship} social object

Facebook: Gaurav {connect/ share} people MySpace: Gaurav {express} yourself Twitter: Gaurav {connect} people YouTube: Gaurav {broadcast} yourself Flickr: Gaurav {share} photos Digg: Gaurav {vote} stories Delicious: Gaurav {save} bookmarks Wikipedia: Gaurav {edit} encyclopedia



Page 102: Every webpage is a latent community. Each page collects the attention of people interested in its contents, and those people might well be interested in conversing with one another too. In almost all cases the community will remain latent, either because the potential ties are too weak, or because the people looking at the page are separated by too wide a gulf of time, and so on.


What kind of a community is this?


















4Cs of Social Media: Cumulative Value

Visible

Invisible

Easy Difficult

Content

Collaboration

Community

Cumulative Value

Collective Intelligence (Explicit/ Implicit)

Collective Consciousness


Intelligence vs. Consciousness

Network Meaning

Collective Intelligence

Collective Consciousness


Cumulative Value

Collective Intelligence

Explicit

Implicit

MyBarackObama.comHoudini Project

Digg’s Social Voting System Collective

Consciousness

Amazon’s Recommendation System

Version 1 of Change.gov


Cumulative Value


Cumulative Value


Cumulative Value


Cumulative Value



Page 297: Arguments about whether new forms of sharing or collaboration are, on balance, good or bad reveal more about the speaker than the subject... Society before and after revolution are too different to be readily compared; it’s simple to say that society was transformed by the printing press or the telegraph, but harder to claim that it was made better.


Discussion

Technology

PPTX - Slide 1