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The Micro-Sociology of Networks
 

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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    The Micro-Sociology of Networks The Micro-Sociology of Networks Presentation Transcript

    • The Micro-Sociology of Networks David Armano, VP Experience Design, Critical Mass // criticalmass.com Logic + Emotion // darmano.typepad.com // Twitter @armano
    • this isn’t the story
    • this is
    • mostly true
    • Human nature doesn’t change. Human behavior does.
    • our needs are basically the same
    • technology doesn’t make us social
    • it influences our behaviors
    • media is micro
    • print radio broadcast digital from past revolutions
    • to present
    • how has our behavior been influenced?
    • we stopped consuming media
    • and started producing it
    • we’re sharing our ideas openly
    • and giving away our secrets Sharing our ideas openly
    • we’re building our personal brands
    • and becoming micro-celebrities
    • while celebrities become more like us
    • our social circles expand
    • 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
    • as we manage our “friends”
    • and contacts
    • a perfect storm…
    • our worlds collide
    • my boss is on facebook
    • we’re streaming our lives
    • and deaths…
    • we experience collectively
    • …participatory Over 136 million pageviews More than 21.3 million live video streams since 6am 1.3 million concurrent live streams
    • our communication is becoming effortless
    • and instantaneous
    • micro-social economics are niche
    • nearly anyone can influence
    • especially within their niche
    • the social web thrives on it
    • social economics have equity
    • connections are currency
    • 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
    • currency gets spent
    • finding support in networks: micro- philanthropy
    • Over $11,000 in 2 days
    • 566,144k members. 14,244 wall posts. 1 cause.
    • we relied on institutions individual institution
    • we rely on each other individual networks
    • networks as human filters
    • search provides information
    • networks can filter signal from noise
    • moving toward a people powered web
    • “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company
    • humans not optional
    • are we coming full circle?
    • “more human than human is our motto” ~bladerunner
    • insights into behaviors lead to innovations
    • innovations help people
    • “Same as it ever was” ~Talking Heads
    • The Micro-Sociology of Networks David Armano, VP Experience Design, Critical Mass // criticalmass.com Logic + Emotion // darmano.typepad.com // Twitter @armano