Social Computing Tools
Social Technography
kiranbudhrani
kiranbudhrani@gmail.com

Humans are social
• Interact
– Expressions
– Gestures
– Spoken Word
– Wri<en Word
• Sensi=ve to the people around

Humans are social
• Make decisions shaped by social
context
– Choosing a restaurant
– Crossing the street

Humans are social
“Doing what you want to do”
“Doing what you don’t want to do”
“Doing what that others are doing”
“Doing what others recommend”
“Doing what others don’t like”
“Doing what is acceptable by
everyone”
“Doing what is not acceptable by
everyone”

SOCIAL
BEHAVIOR
SOCIAL
COMPUTING
COMPUTING
SYSTEMS

Social Computing
• Crea=ng or Recrea=ng social
conven=ons and social
context with the use of
soIware and technology

Social Computing
• Systems contain components
that support and represent
social constructs
– Iden=ty
– Reputa=on
– Trust
– Accountability
– Presence
– Social roles
– Ownership

Social Computing Tools

Blog
• Web Log ‐ Usually maintained by an individual
• Regular entries of commentary, descrip=ons of
events, or other media
• Blogosphere
– Collec=ve community of all blogs is known as the
blogosphere
• Blog Search Engines
• Related Terms
– Microblog, vlog, linklog, sketchblog, photoblog, tumblelogs

Wiki
• Ongoing process of crea=on
and collabora=on
• Promotes meaningful topic
associa=ons between different pages
• Wiki Page
– A single page in a wiki website
• The Wiki
– En=re collec=on of pages

Wiki
• Hawaiian word for fast
• What I Know Is (backronym)
• WikiWikiWeb was the first site to be called a
wiki ‐ Ward Cunningham, 1994
• Over 10 million ar=cles in 253 languages

Social Networks
• A social structure made of individuals or
organiza=ons connected through specific
groups online
• Social Networking Sites

RSS
• Really Simple Syndica=on
• Web feed formats used to publish frequently
updated works
• \"RSS reader,\" \"feed reader,\" or an
\"aggregator,\"
• Web‐based or desktop‐based

RSS Reader

Social Bookmarking
• Method for Internet users to store, organize,
search, and manage bookmarks of web pages
on the Internet

VOIP
• A protocol op=mized for the transmission of
voice through the Internet
• Implementa=on Terms:
– IP telephony, Internet telephony, voice over
broadband, broadband telephony, and broadband
phone

Others
• Internet Forums
• Mul=media Sharing
• Virtual Reality

How do we Participate?

Social Technographics
classifies people according to
how they use social technologies
(Forrester, 2008)

Social Technographics Ladder
CREATORS Write, Publish, Upload, Lead,
Collaborate, Share
CRITICS Comment, Contribute
COLLECTORS Subscribe, Favorite, Tag, Vote
JOINERS Network, Maintain Profiles
SPECTATORS Read, Watch, Listen, Browse, Visit
INACTIVES
None

Social Technographics Ladder
CREATORS Stream Me!
CRITICS Story Teller
ISSUES:
Iden%ty
Reputa%on
COLLECTORS Real Name
Trust
Accountability
JOINERS Doe Presence
Social roles
SPECTATORS Peeping Ownership
INACTIVES
None

References:
• Wikipedia for some simple defini=ons
• Forrester Research
– h<p://www.marke=ngcharts.com/interac=ve/forrester‐social‐
technographics‐a‐prerequisite‐to‐social‐strategy‐283/
– h<p://www.slideshare.net/jbernoff/social‐technographics‐explained
• Ross Mayfield’s Weblog
– h<p://ross.typepad.com/blog/2007/04/social_technogr.html