Social Media: From Personal Meme to Mass Impact Isaac Mao Social Brain Foundation http://socialbrain.org 2008/1

“ Save Hu Jia and His Two-month Old Daughter!”

There is an emerging second superpower, but it is not a nation. Instead, it is a new form of international player, constituted by the “will of the people” in a global social movement. The beautiful but deeply agitated face of this second superpower is the worldwide peace campaign, but the body of the movement is made up of millions of people concerned with a broad agenda that includes social development, environmentalism, health, and human rights. --- James F. Moore, Berkman Center for Internet & Society, Havard Unversity

Two Types of Mindset Intelligent Design Top Down Elitism Evolution Bottom Up Collective Intelligence

Intelligent Design

Top Down

Elitism

Evolution

Bottom Up

Collective Intelligence

Your Social Portfolio Mobile Gmail Blog Twitter Youtube Flickr Slideshare Linkedin Facebook Del.icio.us Feedburner Bloglines Soup.io Yahoo Pipes Etc.

Mobile

Gmail

Blog

Twitter

Youtube

Flickr

Slideshare

Linkedin

Facebook

Del.icio.us

Feedburner

Bloglines

Soup.io

Yahoo Pipes

Etc.

Evolution of Social Media Social Portfolio Connecting… Sharism & Sharists Meme as gene Social Networking as base Tipping points Collective Intelligence

Social Portfolio Connecting…

Sharism & Sharists

Meme as gene

Social Networking as base

Tipping points

Collective Intelligence

Meme : the little voice spreading Extend s the route New license of copying Free Speech Cultural bridges Social Network Public Private Space

Extend s the route

New license of copying

Free Speech

Cultural bridges

Traditional Media vs. Social Media

Paradigm Shift From isolation to connection Small ideas can find their own way of spreading Collective intelligence on the click of creation Truth comes from social perception + Culture bridges

From isolation to connection

Small ideas can find their own way of spreading

Collective intelligence on the click of creation

Truth comes from social perception

+ Culture bridges

Power Law vs. Metcalfe's law One-to-many vs. many-to-many Professional journalism vs. Back Channeling Post mortem vs. Witness Brand name vs. Social Capital and trust Elite vs. Collective Intelligence All rights reserved vs. “Some rights reserved” Centralization vs. Distribution Delivery vs. Reflection Top-down vs. Bottom-up Monopoly vs. Democracy

One-to-many vs. many-to-many

Professional journalism vs. Back Channeling

Post mortem vs. Witness

Brand name vs. Social Capital and trust

Elite vs. Collective Intelligence

All rights reserved vs. “Some rights reserved”

Centralization vs. Distribution

Delivery vs. Reflection

Top-down vs. Bottom-up

Monopoly vs. Democracy

Paradigm & power model shift Impact Seed Scale of Coverage Suppose: Power = Impact Seed*Scale of Coverage Someday, Blogger*Blogosphere >= Journalist*Institutional Media Journalist Reader Blogger Mass Institutional Media Blogosphere Mind Communication

How long the tail Global effect Persistency Free Scale Where censorship fails Variety laws Creation at the speed of click

Global effect

Persistency

Free Scale

Where censorship fails

Variety laws

Creation at the speed of click

Cases in 2007

Characteristics of Chinese Blogosphere I Still the same old problem … One way world: Due to language barriers Solution: Bri d ge blog s English Blog o sphere Chinese Blog o sphe r e

Still the same old problem …

One way world: Due to language barriers

Solution: Bri d ge blog s

Sharism  Gap  Private Public Private Public Social Private Public  Social 

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