The Micro-Sociology of Networks

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Human behavior as it applies to social networks

Human behavior as it applies to social networks

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  • 1. The Micro-Sociology of Networks David Armano, VP Experience Design, Critical Mass // criticalmass.com Logic + Emotion // darmano.typepad.com // Twitter @armano
  • 2. this isn’t the story
  • 3. this is
  • 4. mostly true
  • 5. Human nature doesn’t change. Human behavior does.
  • 6. our needs are basically the same
  • 7. technology doesn’t make us social
  • 8. it influences our behaviors
  • 9. media is micro
  • 10. print radio broadcast digital from past revolutions
  • 11. to present
  • 12. how has our behavior been influenced?
  • 13. we stopped consuming media
  • 14. and started producing it
  • 15. we’re sharing our ideas openly
  • 16. and giving away our secrets Sharing our ideas openly
  • 17. we’re building our personal brands
  • 18. and becoming micro-celebrities
  • 19. while celebrities become more like us
  • 20. our social circles expand
  • 21. from intimacy to ambient intimacy Source: Reach Cards Robin Dunbar’s threshold of maximum number of individuals “Ambient intimacy is about being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to, because time and space conspire to make it impossible.” ~Leisa Reichelt
  • 22. as we manage our “friends”
  • 23. and contacts
  • 24. a perfect storm…
  • 25. our worlds collide
  • 26. my boss is on facebook
  • 27. we’re streaming our lives
  • 28. and deaths…
  • 29. we experience collectively
  • 30. …participatory Over 136 million pageviews More than 21.3 million live video streams since 6am 1.3 million concurrent live streams
  • 31. our communication is becoming effortless
  • 32. and instantaneous
  • 33. micro-social economics are niche
  • 34. nearly anyone can influence
  • 35. especially within their niche
  • 36. the social web thrives on it
  • 37. social economics have equity
  • 38. connections are currency
  • 39. Whuffie has replaced money, providing a motivation for people to do useful and creative things. A person's Whuffie is a general measurement of his or her overall reputation, and Whuffie is lost and gained according to a person's favorable or unfavorable actions ~Wikipedia
  • 40. currency gets spent
  • 41. finding support in networks: micro- philanthropy
  • 42. Over $11,000 in 2 days
  • 43. 566,144k members. 14,244 wall posts. 1 cause.
  • 44. we relied on institutions individual institution
  • 45. we rely on each other individual networks
  • 46. networks as human filters
  • 47. search provides information
  • 48. networks can filter signal from noise
  • 49. moving toward a people powered web
  • 50. “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company
  • 51. humans not optional
  • 52. are we coming full circle?
  • 53. “more human than human is our motto” ~bladerunner
  • 54. insights into behaviors lead to innovations
  • 55. innovations help people
  • 56. “Same as it ever was” ~Talking Heads
  • 57. The Micro-Sociology of Networks David Armano, VP Experience Design, Critical Mass // criticalmass.com Logic + Emotion // darmano.typepad.com // Twitter @armano