Approaches to understanding the Internet as a social medium David Phillips

A 'better' place? Franklin argues that traversals in public, open cyberspace trace another possible future for the Internet; more hospitable and equitable than the one being currently put in place by political and economic power-brokers. Public and Open – the benefits of transparency - requires decision making to be transparent right from the beginning of the decision making process. Accessible information, process, decision

Franklin argues that traversals in public, open cyberspace trace another possible future for the Internet; more hospitable and equitable than the one being currently put in place by political and economic power-brokers.

Public and Open – the benefits of transparency - requires decision making to be transparent right from the beginning of the decision making process. Accessible information, process, decision

Get a Life “ When you claim to be sceptical of the authenticity of online socializing and advise enthusiasts to "get a life," who made you the authority on what a life ought to be?” - Howard Rheingold Can there be 'life' with or even in the Internet? Does it disrupt society

“ When you claim to be sceptical of the authenticity of online socializing and advise enthusiasts to "get a life," who made you the authority on what a life ought to be?” - Howard Rheingold

Can there be 'life' with or even in the Internet? Does it disrupt society

Share, team, re-organisation This (the Web) was seen as being a powerful tool, in that when people combine to build a hypertext of their shared understanding, they have it at all times to refer to, to allay misunderstandings of one-time messages. when new people join a team, they have all the legacy of decisions and hopefully reasons available for their inspection when people leave a team, their work is captured and integrated already, a "debriefing" not being necessary with all the workings of a project on the web, machine analysis of the organization becomes very enticing, perhaps allowing us to draw conclusions about management and reorganization which an individual person would find hard to elucidate;

This (the Web) was seen as being a powerful tool, in that

when people combine to build a hypertext of their shared understanding, they have it at all times to refer to, to allay misunderstandings of one-time messages.

when new people join a team, they have all the legacy of decisions and hopefully reasons available for their inspection

when people leave a team, their work is captured and integrated already, a "debriefing" not being necessary

with all the workings of a project on the web, machine analysis of the organization becomes very enticing, perhaps allowing us to draw conclusions about management and reorganization which an individual person would find hard to elucidate;

A social medium In which 'societies', groups, people and, sometimes, machines gather around stuff. More than data More than information More than communication Offers many social constructs Is disruptive – can disintermediate Amazon, eBay, Advertising, Marketing, PR?

In which 'societies', groups, people and, sometimes, machines gather around stuff.

More than data

More than information

More than communication

Offers many social constructs

Is disruptive – can disintermediate

Amazon, eBay, Advertising, Marketing, PR?

Michael Porter – Five forces of competition

The 'New' Economy Traditional (Porter) view the infrastructure necessary to assemble, analyse, communicate and manage information, which rests in ‘computer mediated networks’ - yes and.... transactions for the purchase of goods and services which are carried out by electronic means either by Electronic Data Interface – yes and ....

Traditional (Porter) view

the infrastructure necessary to assemble, analyse, communicate and manage information, which rests in ‘computer mediated networks’ - yes and....

transactions for the purchase of goods and services which are carried out by electronic means either by Electronic Data Interface – yes and ....

Then Came Disintermediation five forces that influence what happens within the industry (Michael Porter) existing companies – transparency - the global pub meets the CEO potential new companies – become me-to or collaborators substitutes for products offered - disintemediate the suppliers – more, different and 'partners' the customers – more different and 'partners Business and industries are part of a 'conversation' – Cluetrain manifesto

five forces that influence what happens within the industry (Michael Porter)

existing companies – transparency - the global pub meets the CEO

potential new companies – become me-to or collaborators

substitutes for products offered - disintemediate

the suppliers – more, different and 'partners'

the customers – more different and 'partners

Business and industries are part of a 'conversation' – Cluetrain manifesto

The corporate effect To add value requires linking knowledge, organisations, processes, things, people Disrupts by Adding and changing processes Enhances productivity Changes organisations (IBM) Bigger asset base – Long Tail, Hyper links, Makes PR People into change consultants?

To add value requires linking knowledge, organisations, processes, things, people

Disrupts by Adding and changing processes

Enhances productivity

Changes organisations (IBM)

Bigger asset base – Long Tail, Hyper links,

Makes PR People into change consultants?

The new politics A powerful new soap box - Or is it more? ? Politicians Use social media Direct to the people Interferes with other social/political structures (NGO's, Business, Religion, The Press) Political parties were answer to national media (stories for the 'news agenda') If the people are the press....(information, passion, ethics)

A powerful new soap box - Or is it more? ?

Politicians Use social media

Direct to the people

Interferes with other social/political structures (NGO's, Business, Religion, The Press)

Political parties were answer to national media (stories for the 'news agenda')

If the people are the press....(information, passion, ethics)

A Social Media My email – share information My text message – share information Our Instant message – share personal thought The wiki community – share information and links and pictures and vidio and ideas Your blog – share ideas and promulgate ideas and knowledge Flickr , YouTube , digg – public sharing and creating communities where you may not even know the members!

My email – share information

My text message – share information

Our Instant message – share personal thought

The wiki community – share information and links and pictures and vidio and ideas

Your blog – share ideas and promulgate ideas and knowledge

Flickr , YouTube , digg – public sharing and creating communities where you may not even know the members!

How does PR cope Understand Watch Enquire Join Engage Don't leap in! This is not fashion it's relationship building

Understand

Watch

Enquire

Join

Engage

Don't leap in! This is not fashion it's relationship building

In polite society Don't shout Stand aside to let people pass Engage with common civility Be a conversationalist Be genuine Friend To be an Internet thug – scream, add pop-ups, tell-em, bend the truth, take the money and run The Internet is a social medium - hooray!

Don't shout

Stand aside to let people pass

Engage with common civility

Be a conversationalist

Be genuine

Friend

To be an Internet thug – scream, add pop-ups, tell-em, bend the truth, take the money and run

The Internet is a social medium - hooray!