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The Social Context of Online Research


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An introduction to the sociability of social media

An introduction to the sociability of social media

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  • 1. WARC and Admap presents Online Research Conference 2009 London March 4 & 5 2009
  • 2. The Social Context of Online Research Introduction to the sociability of social media Dr Mariann Hardey Social Media Analyst
  • 3. What was it like before the internet?
  • 4. The importance of ‘online’
  • 5. The landscape
  • 6. Out of ‘Geek’s’… Geek 1.0 Not-a-geek 2.0
  • 7. Not ‘new’, but social media ►  Recognise interaction; as consumer and community behaviour ►  Collective social tool(s) ►  More accessibility; less technicality Definition: ‘Mostly web-based applications and platforms that facilitate interaction – based on collaboration and sharing content’
  • 8. Building blocks of sociability
  • 9. Feeds ►  Arrivalof social information ►  Constant streams of data ►  Social snapshots ►  Without boundaries? ►  Without consequences? ►  Without judgment?
  • 10. Social infrastructure ►  Based on collaboration ►  Emergence of shared social infrastructure: Networks, SNSs e.g. Facebook ►  Pressure to stay up-to-date, be of-the-moment ►  Constant awareness of information ►  ‘Transparency’ ►  Provide new shape for commercial enterprise
  • 11. Recent trends ►  Web-based interactions with ‘on-the-move’ technology and live updates ►  Built on trust ►  Built on personal networks ►  Consumer led – track opinion; based on response marketing – new incentives/outputs for market research
  • 12. Creating social tracks ► ‘Your brand is what Google says your brand is.’ Wired magazine editor, Chris Anderson (quoted in ► ‘What ‘Google says’ represents the ‘now’, the who and the what. This is how we live our lives.’ Dr Mariann Hardey, (quoted in
  • 13. Social Darwinism in progress Image: Sam Lawrence –
  • 14. The semantic web ‘I have a dream for the Web [in which computers] become capable of analysing all the data on the Web – the content, links, and transactions between people and computers’. Tim Berner’s Lee, 1999
  • 15. Possible futures… ►  Personalised information ►  Real time, location based ►  As ‘simple’ updates and/or more complex ‘community’ based services. ►  Advanced mobile devices with built-in GPS ►  Increased user mobility.
  • 16. Social media etiquette ►  New models of appropriate behaviour ►  ‘Friend’-centric interactions ►  Track the ‘progress’ of our actions AND our ‘friends’ actions ►  We pay attention to others ►  Social ‘addiction’ ►  Need for control
  • 17. Now everyone knows… Cyberspace Social-space
  • 18. Wisdom of crowds. A crowded wisdom? James Surowiecki (2007)
  • 19. A fundamental of trust
  • 20. Trusted networks With friends… …and without
  • 21. Have or seem to have… ►  Self-created quality control ►  Personalised ►  Built on reputation ►  Of-the-moment, with live updates ►  Real, not fake ►  Discoverable Creates a ripple effect…
  • 22. Ripple effect ►  Influentialconsumerism, interactive choices ►  Achieved with(in) known networks ►  As (new) measures of success for business and commercial enterprise ►  Based on the reality of individual’s own ‘market research’ before they commit to purchase ►  Identifiable e.g. Amazon use of real names instead of usernames, TrustedPlaces share to Facebook Profile
  • 23. Reputation management
  • 24. Participatory social information Social networking as marketing and market research tool ►  ►  Facebook based on the ‘wealth of social information’ offered by users ►  Corporate polls – targeted audience e.g. Obama’s Presidential campaign, ‘Facebook as political ‘stimulus’’ ►  A gauge what people are doing Social surveillance ►  ►  Privacy concerns
  • 25. Social pushing
  • 26. Novel engagement?...
  • 27. Inappropriate social scrutiny?
  • 28. Social surveillance ►  Watching, rating acting as arbitrator ►  Not only about looking for social trend, also how we choose to track one another and identify ourselves ►  Everything is public ►  Canoffer a significant user-database ►  ALSO creates need to safeguard the ‘personal’
  • 29. Cause and effect ►  Taken for granted ‘social media condition’ ►  Qualifiers of our own social information ►  More participation ►  More control - ‘opt in/out’ ►  Articulation of increasingly surveilled space(s) ►  Communitarian utopia / new hierarchy? Not (yet) a net of neutrality…
  • 30. Ever pervasive social surveillance and sorting. We will flit like (social media) butterflies Image: Ohio State University
  • 31. Thanks! Dr Mariann Hardey Then we networked, swapped cards and had tea and cake…