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PPTX - Slide 1

  1. 1. MSFS 556: Social Media in Business, Development, and Government<br />Session #3: January 26, 2009<br />Gaurav Mishra<br />
  2. 2. Syllabus Version 2.0<br />Session #3 (January 26): <br />The 4Cs of Content, Collaboration, Community and Cumulative Value.<br />Session #4 (February 2): <br />It’s All About Filters. <br />Session #5 (February 9): <br />The Question of Media Literacy<br />Session #6 (February 23): <br />The Power Equation Between Individuals and Institutions.<br />
  3. 3. Some Connections<br />Class Wiki<br />Suggested Readings<br />Class Blog<br />Reading Reactions (20%)<br />Class Participation(20%)<br />Personal Journals (15%)<br />Research Posts <br />(15%)<br />Presentation (15%)<br />Paper <br />(15%)<br />One Time<br />
  4. 4. Here Comes Everybody by Clay Shirky<br />Summary of reading reactions<br />
  5. 5. Summary of reading reactions<br />Lauren: Will journalism become obsolete?<br />Corinna: Will social media increase inequality?<br />Teayang: Will it increase isolation?<br />Xiachang: Who decides the filters?<br />Brannon: Why do people contribute?<br />Francesca: How does culture change how we use technology?<br />Kasia: What is important news?<br />Sangju: So what?<br />
  6. 6. Social Media 101<br />
  7. 7. Shirky’s Here Comes Everybody #1<br />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.<br />
  8. 8. Wikis in Plain English<br />Source: http://www.youtube.com/watch?v=-dnL00TdmLY<br />
  9. 9. Barcamp/ PBWiki<br />
  10. 10. Barcamp/ PBWiki<br />
  11. 11. Wikipedia/ MediaWiki<br />
  12. 12. Wikipedia/ MediaWiki<br />
  13. 13. Wikipedia/ MediaWiki<br />
  14. 14. Wikipedia/ MediaWiki<br />
  15. 15. Wikipedia/ MediaWiki<br />
  16. 16. Wikitionary<br />
  17. 17. Wikiquote<br />
  18. 18. Wikibooks<br />
  19. 19. Wikinews<br />
  20. 20. Wikisource<br />
  21. 21. WikiHow<br />
  22. 22. WikiAnswers<br />
  23. 23. Wikitravel<br />
  24. 24. Wookiepedia/ Wikia<br />
  25. 25. Lostpedia/Wikia<br />
  26. 26. A Million Penguins<br />
  27. 27. Wikileaks<br />
  28. 28. SourceWatch<br />
  29. 29. Congresspedia/ SourceWatch<br />
  30. 30. Intellipedia<br />
  31. 31. LA Times Wikitorial<br />
  32. 32. Not Wiki: Encyclopedia Britannica<br />
  33. 33. Not Wiki: Google Knol<br />
  34. 34. Wikis in Summary<br />Simple or complex.<br />Platform for public discourse.<br />Discussion + history > final entry.<br />No final entry.<br />Works when contributors >> vandals.<br />Contributor /= author. <br />Why contribute?<br />
  35. 35. Where Do People Find the Time?<br />Source: http://www.youtube.com/watch?v=AyoNHIl-QLQ & http://www.youtube.com/watch?v=jNCblGv0zjU<br />
  36. 36. The 4Cs of Social Media<br />
  37. 37. Ridiculously Easy Group Forming<br />One-to-Many<br />Internet<br />Television<br />One-Way<br />Two-Way<br />Handbill<br />Telephone<br />One-to-One<br />
  38. 38. Group Forming Networks<br />Sarnoff’s Law<br />4 for n=4<br />Metcalfe’s Law<br />6 for n=4<br />Reed’s Law<br />11 for n=4<br />
  39. 39. Shirky’s Here Comes Everybody #2<br />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. <br />
  40. 40. Group Forming Networks<br />The value of a network is equal to the number of connections.<br />Sarnoff’sLaw: The value of a broadcast network is proportional to the number of viewers (n). <br />100 for n=100.<br />Metcalfe’s Law: The value of a telecommunications network is proportional to the square of the number of users of the system (n2). <br />4,950 for n = 100.<br />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).<br />1,267,650,600,228,230,000,000,000,000,000 for n=100.<br />
  41. 41. Shirky’s Here Comes Everybody #3<br />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.<br />
  42. 42. The 4Cs of Social Media<br />
  43. 43. The 4Cs of Social Media<br />Visible<br />Content<br />Collaboration<br />Community<br />Cumulative Value<br />Invisible<br />Easy<br />Difficult<br />
  44. 44. 4Cs of Social Media: Content<br />Consumers<br />Visible<br />Curators<br />Contributors<br />Content<br />Creators<br />Collaboration<br />Community<br />Cumulative Value<br />Invisible<br />Easy<br />Difficult<br />
  45. 45. Individually: Creator<br />
  46. 46. Individually: Contributor<br />
  47. 47. Individually: Curator<br />
  48. 48. Individually: Consumer<br />
  49. 49. Shirky’s Here Comes Everybody #4<br />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.<br />
  50. 50. The Power Law/ Zipf Curve<br />Broadcast<br />Reach<br />Loose Conversations<br />Tight Conversations<br />Number of Creators<br />
  51. 51. International Blogs by Activity<br />Source: Technorati, 2007<br />
  52. 52. The Social Technographics Ladder<br />
  53. 53. The Social Technographics Ladder<br />Source: Forrester Social Technographics Profile<br />
  54. 54. 90<br />9<br />The 1:9:90 Rule<br />1<br />Source: Jacob Nielsen, 2006; Matti Hämäläinen, 2007<br />
  55. 55. 4Cs of Social Media: Collaboration<br />Conversation<br />Visible<br />Co-creation<br />Cooperation<br />Content<br />Collective Action<br />Collaboration<br />Community<br />Cumulative Value<br />Invisible<br />Easy<br />Difficult<br />
  56. 56. Collectively: Conversation<br />Individually: Contributor<br />
  57. 57. Collectively: Co-creation<br />
  58. 58. Collectively: Co-creation<br />
  59. 59. Collectively: Co-creation<br />
  60. 60. Collectively: Co-creation<br />
  61. 61. Collectively: Cooperation<br />
  62. 62. Collectively: Collective Action<br />
  63. 63. Collaboration for Decision-making<br />Fact<br />Value<br />Source: Infotopia: How Many Minds Produce Knowledge, Cass Sunstein<br />
  64. 64. Online Prediction Markets<br />
  65. 65. Online Prediction Markets<br />
  66. 66. 4Cs of Social Media: Community<br />Visible<br />Size<br />Content<br />Strength<br />Social Objects<br />Collaboration<br />Community<br />Cumulative Value<br />Invisible<br />Easy<br />Difficult<br />
  67. 67. 4Cs of Social Media: Community<br />Country<br />Size<br />Club<br />Cult<br />Clique<br />Strength/ Cohesiveness<br />
  68. 68. Relationships + Social Objects<br />Service: Person {relationship} social object<br />Facebook: Gaurav {connect/ share} people<br />MySpace: Gaurav {express} yourself<br />Twitter: Gaurav {connect} people<br />YouTube: Gaurav {broadcast} yourself<br />Flickr: Gaurav {share} photos<br />Digg: Gaurav {vote} stories<br />Delicious: Gaurav {save} bookmarks<br />Wikipedia: Gaurav {edit} encyclopedia<br />
  69. 69. Shirky’s Here Comes Everybody #5<br />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.<br />
  70. 70. What kind of a community is this?<br />
  71. 71. What kind of a community is this?<br />
  72. 72. What kind of a community is this?<br />
  73. 73. What kind of a community is this?<br />
  74. 74. What kind of a community is this?<br />
  75. 75. What kind of a community is this?<br />
  76. 76. What kind of a community is this?<br />
  77. 77. What kind of a community is this?<br />
  78. 78. What kind of a community is this?<br />
  79. 79. 4Cs of Social Media: Cumulative Value<br />Visible<br />Collective Intelligence <br />(Explicit/ Implicit)<br />Content<br />Collective <br />Consciousness<br />Collaboration<br />Community<br />Cumulative Value<br />Invisible<br />Easy<br />Difficult<br />
  80. 80. Intelligence vs. Consciousness<br />Collective Consciousness<br />Network<br />Meaning<br />Collective Intelligence<br />
  81. 81. Cumulative Value<br />Explicit<br />Version 1 of Change.gov<br />Digg’s Social Voting System<br />Collective Intelligence<br />Collective Consciousness<br />Amazon’s Recommendation System<br />MyBarackObama.com<br />Houdini Project<br />Implicit<br />
  82. 82. Cumulative Value<br />
  83. 83. Cumulative Value<br />
  84. 84. Cumulative Value<br />
  85. 85. Cumulative Value<br />
  86. 86. Shirky’s Here Comes Everybody #6<br />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. <br />
  87. 87. Discussion<br />

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