The document discusses how context drives meaning in social media and proposes a new reference model to understand and forecast its impact. It argues that rapid changes in context reduce the chances of meaningful objectives in social media, and that multiple contexts can lead to "multiple meanings" and fragmentation. For social media to have lasting impact, certain requirements around context, objectives, peer-to-peer dynamics, and reference points need to be met simultaneously. Understanding context is important for meaningful communication and the authors expect technologies that are aware of context and emotions to have a great future.

1. Context
Drives
Meaning
a
new
reference
model
to
check/forecast
the
impact
of
Social
Media.
From
Lean
&
Mean
to
Lean
&
Meaningful
Frans
van
der
Reep
&
Hans
Kooistra

3. What
are
the
Social
Media
ingredients
?
people
+
browser,
server,
(smart)phone,
connecGon,
address
book,
database,
GPS
+
messages,
text,
photos,
videos

4. social
media
by
itself
do…

5. But....
To
understand
the
effects
of
social
media,
asks
for
new
noGons
and
organizaGon
of
context

6. Social
Media
has
impact
if…
Objec8ve
Peer2Peer
• coordinaGon
Reference
Context
• sense
of
urgency
• reputaGon
point
• simple
• trust
©Frans
van
der
Reep
Hans
Kooistra

7. ….
and
serendipity
Objec8ve
Peer2Peer
• coordinaGon
Reference
Context
• sense
of
urgency
• reputaGon
point
• simple
• trust
©Frans
van
der
Reep
Hans
Kooistra

8. ✓ ✗ Objec8ve
✗Peer2Peer
✗
• coordinaGon
Reference
Context
• sense
of
urgency
• reputaGon
point
• simple
• trust
✗
=
no
effect

9. =
has
effect
✓ ✓ ✓ ✓
Objec8ve
Peer2Peer
• sense
of
• coordinaGon
Reference
Context
urgency
• reputaGon
point
• simple
• trust
✓

10. ✓ ✓ ✗ ✗
Objec8ve
Peer2Peer
• sense
of
• coordinaGon
Reference
Context
urgency
• reputaGon
point
• simple
• trust
✓

11. Improve
understanding
of
impact
:
A
Taxonomy
of
Social
ConfiguraGons
Goal
Clear
‘Smart’
Goal
Mul8ple
Ambiguous
Goals
Orienta8on
Low
cohesion
High
cohesion
Low
cohesion
High
cohesion
Criteria
for
Membership
Open
Closed
Open
Closed
(Access)
High
External
Pressure
Uniform
Team
Task
force
Coali8on
Clan
Procedures
Low
External
Company
Society
Pressure
(GemeinschaO
Poli8cal
Non-­‐uniform
(GesellschaO
Arena
Club
Procedures
Gezelschap)
Genootschap)
© Robert Scheltens

12. Context
Drives
Meaning
• Rapid
changes
in
context
reduce
the
chances
of
meaningful
objecGves
• MulGple
contexts
lead
to
‘mulGple
meaning’,
and
to
tribes
and
fragmentaGon

13. ReputaGon
may
supersede
context!
Be
aware
of
your
personal
responsibility!
Are
you
the
sorcerer’s
apprenGce?

14. CON=AMORE
Social
Media
are
at
least
the
digital
world-­‐of-­‐mouth
and
may
have
lasGng
impact
when
some
specific
requirements
are
simultaneously
met
Alert
Mobilise
Mass
React
and
Respond
CON
AMORE

15.
Business
Opportunity:
Understand
Context
As
understanding
context
is
vital
for
meaningful
•
communicaGon,
we
expect
a
great
future
for
Context
and
Emo8on
Aware
Technologies
• Anthropologists
and
Psychiatrists
have
a
lot
of
business
value
as
they
are
used
to
deal
with
this
challenge
and
have
the
understanding
and
the
tools
to
know
what
they
see

16. It
is
about
managing
context
and
simplicity
from
Lean
&
Mean
to
Lean
&
Meaningful
Where
people
only
co-­‐operate
because
of
profit
and
producGon,
a
longing
for
feeling
meaningful
will
come
up…..
hdp://www.flickr.com/photos/chrisdlugosz/3405153987/sizes/l/

17. Chase
the
meaning,
not
the
money
©Frans
van
der
Reep
Hans
Kooistra

18. Thank you!
This
presentaGon
is
a
Co-­‐CreaGon
of
Frans
van
der
Reep
and
Hans
Kooistra.
Frans
van
der
Reep
(1954),
senior
strategist
at
Getronics
ConsulGng
(a
KPN
company),
lector
Digital
World
Hogeschool
INHolland,
inspirator
of
nextpracGce-­‐insGtute
Hans
Kooistra
is
Partner
and
Co-­‐Founder
of
nextpracGce-­‐insGtute.
Contact
info@nextpracGce-­‐insGtute.com