Lecture Jan 20 2010

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Covers the various platforms and some applications, broadly. Also, gets into social psychology theory.

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Lecture Jan 20 2010

  1. 1. Insights and opportunities in social media<br />Class 3<br />
  2. 2. Questions from Last Week and/or Reading?<br />
  3. 3. Assignments?<br />
  4. 4. Social media platforms<br />
  5. 5. Content vs. Media<br />
  6. 6. Content vs. Media<br />
  7. 7.
  8. 8. Social networks<br />Content development<br />First seeds<br />Within-network sharing<br />Established communities<br />Media placement<br />
  9. 9.
  10. 10. Blogging/Microblogging<br />Heavy influencer activity<br />More organic and open than ‘networks’<br />But, linkable to / from networks<br />Quick easy access for rapid response<br />Search-engine compatable<br />
  11. 11. “Wisdom of crowds”<br />The averaged results of a group of individuals’ inputs are better than the best independent expert.<br />
  12. 12. Social bookmarking<br />Content seeding and amplification<br />Success metric<br />Tracking<br />
  13. 13. Wikis<br />Open collaboration and transparency with consumers<br /><ul><li>Creative
  14. 14. Innovation
  15. 15. Q&A</li></li></ul><li>AMATEUR<br />AMATEUR<br />AMATEUR<br />AMATEUR<br />
  16. 16. Production sharing<br />Content development and sharing<br />“Unofficial” content home<br />Contest / promo collaboration<br />Identifying influencers<br />
  17. 17. Ten years ago…<br />
  18. 18.
  19. 19. Entertainment<br />Media placement<br />Branded content / entertainment / Product placement<br />Show sponsorships<br />
  20. 20. Reviews/Ratings<br />Buzz<br />Monitoring / research<br />PR / crisis management<br />Influencer / Advocate identification<br />
  21. 21. Work/Collaboration<br />Internal project sharing<br />Controlled collaboration<br />Project / file management<br />
  22. 22. 21<br />Roles of Social Mediums<br />community<br />expression<br />collaboration<br />entertainment<br />Inviting and responding to conversations directly with people on their terms<br />Giving people access to media content and helping them create and share<br />Giving people access to <br />more information <br />and helping them share<br />Branded partnerships for driving awareness and creating associations<br />
  23. 23. 22<br />Roles of Social Mediums Applied<br />
  24. 24. Some relevant social psychological principles<br />
  25. 25. Social psychology is the study of how individuals think, feel, and behave in regard to other people and how individuals’ thoughts, feelings, and behaviors are affected by other people.<br />
  26. 26. Social identity theory<br />
  27. 27. Social identity theory<br />popularity<br />groups<br />
  28. 28. Psychological Reactance<br />
  29. 29. Idiosyncratic Credits<br />
  30. 30. Deindividuation<br />
  31. 31. Pluralistic Ignorance<br />“a situation where a majority of group members privately reject a norm, but assume (incorrectly) that most others accept it”<br />Katz and Allport, 1931<br />OR<br />“the situation where &apos;no one believes, but everyone thinks that everyone believes’”<br />Krch and Crutchfield, 1948<br />
  32. 32. Brainstorming<br />We don’t really realize it, but when we walk into a brainstorm group the chips are stacked against us<br />Meta-analysis shows that brainstorming groups are only HALF as productive as an equal number of individuals working alone (Mullen et al., 1991)<br />Rather than being inspired by each other and building on each other’s ideas, people brainstorming in a group underperform (Brown & Paulus, 1996; Paulus & Paulus, 1997)<br />
  33. 33. Brainstorming<br />This seems to fly in the face of what we have seen in terms of the effectiveness of group brainstorming!<br />Taken at face value, Alex Osborn’s brainstorming rules appear to be effective<br />Express ALL ideas as they come to mind<br />The MORE ideas the better<br />Don’t FILTER ideas and don’t CRITICIZE other’s ideas<br />All ideas belong to the GROUP<br />
  34. 34. Brainstorming<br />So, why doesn’t it work as well as we think?<br />production blocking<br />Loss of productivity while waiting to speak<br />Loss of motivation as others contribute<br />free riding<br />evaluation apprehension<br />Presence of others suppresses off-the-wall ideas<br />performance matching<br />Work only as hard as others seem to work<br />Sources: Stroebe & Diehl, 1994; Kerr & Brunn, 1983; Camacho & Paulus, 1995; Paulus & Dzindolet, 1993<br />
  35. 35. Brainstorming<br />SOCIAL BRAINSTORMING provides an analogy for how to improve brainstorming<br />Production blocking is reduced because people canshare ideas whenever they want<br />Free riding can be reduced because eachindividual’s input is tracked<br />Evaluation apprehension is reduced because people are more anonymous<br />Performance matching is reduced because people spend less time focusing on others’ performances<br />Sources: Gallupe et al., 1991; Paulus et al., 1996; Roy et al., 1996; Valacich et al., 1994<br />
  36. 36. Social Dilemmas<br />Cases where the best solution for an individual is counter and detrimental to the best overall solution to a group. <br />
  37. 37. Prisoner’s Dilemma<br />Iterated Prisoner’s Dilemma<br />
  38. 38. Tit for Tat<br />1. Always Cooperate on the First Go<br />2. Follow What Your Partner Did in the Last Round<br />
  39. 39. Ecosystems<br />Competitors = HAWKS<br />Cooperators = DOVES<br />
  40. 40. Implications in social dilemmas<br />1. Look long-term.<br />2. Cooperation works longer in the long-term<br />3. No need to be a doormat.<br />
  41. 41. Questions?<br />
  42. 42. Overview of assignment<br />Research using the social graph<br />Pick a topic<br />Over the last 6 months, identify:<br />Major themes within the topic<br />Estimated size of conversation (small, medium, large) with some rationale for why you think it’s this size<br />At least 1 major influencer within the conversation<br />Identify whether you think it’s largely positive or negative in nature<br />Use quotes found in the space to substantiate<br />Source<br />Outline implications<br />1 to 2 pages max<br />Due January 27<br />

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