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Social Web 2.0 Class Week 9: Social Coordination, Mobile Social, Collective Action

Social Web 2.0 Class Week 9: Social Coordination, Mobile Social, Collective Action



Week 9 slides from the class "Social Web 2.0" I taught at the University of Washington's Masters in Communication program in 2007. Most of the content is still very relevant today. Topics: Social ...

Week 9 slides from the class "Social Web 2.0" I taught at the University of Washington's Masters in Communication program in 2007. Most of the content is still very relevant today. Topics: Social coordination, mobile social, and collective action.



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  • Smart mobs use websites, email lists and mobile devices to quickly disseminate information to others
  • + COMPELLING SCENARIO + In the morning before coming to 4 th floor shelly wants coffee + She doesn’t know who is in yet or if they are busy and going upstairs or calling them all would take too long and in the end no one might be free + Instead she wants to send them a short message informing her group she is in line for coffee + OTHER EXAMPLES + Conference with coworkers (can’t talk during talks) + Noisy bars
  • + + Build SMS based broadcast system + + Study usage in real social groups + Publish paper on findings + Contact us or add the swarm server to your address book to be part of the beta version in about a week

Social Web 2.0 Class Week 9: Social Coordination, Mobile Social, Collective Action Social Web 2.0 Class Week 9: Social Coordination, Mobile Social, Collective Action Presentation Transcript

  • Social Web 2.0 Implications of Social Technologies for Digital Media Shelly Farnham, Ph.D. Com 597 Winter 2007
  • Week 9
    • Social Coordination
    • Mobile
  • Social Coordination
    • Within my known network/group
    • On the large scale, mega collaboration and collective action
    • Mobile
  • Social Coordination: in my Network
    • Social Goals:
      • Socializing: Hang out with friends, share experience pre, during, post
      • Coordination: Communication, planning
      • Social networking: Get to know new (similar) people
      • Belongingness: Sense of connection, belonging
      • Smart convergence: go to best places with people I like the most
    • Core concepts:
      • Address challenge in Bowling Alone: technology as enabling face to face socializing
      • Technology integrated with day to day social practices. Don’t “leave” your social activities to use technologies (e.g., desktop)
      • Lightweight lightweight lightweight
  • Supporting Cycles of Social Events
    • Awareness of people, events
    • Communication
    • Inviting
    • Coordination
    • Planning
    Joe Amy Bob Jen Apart Together Apart (Repeat) Joe Amy Bob Jen Joe Bob Amy Jen
    • Meet
    • Socialize
    • Experience
    • Share
    • Awareness
    • Communication
    • Share
    • Re-experience
    • Meet
    Technology Support
  • Questionnaire Studies technology and social life People actively using social technologies to communicate with friends.
      • 45 people (21 male and 23 female)
      • Educated, 30 yrs of age, artists and professionals
    50 people (32 men, 18 women) 35.5 years old, 90% had at least two years of college
  • Questionnaire Studies technology and social life Impact of Use of Technology on Quality of Friendship Relationships Bold = p< .05
  • People actively use technologies to coordinate social activities with friends. Percentage of social activities planned through different types of communication. Questionnaire Studies technology and social life
    • Where do I go to find people like me doing stuff I also want to do?
    • Online:
      • Email
      • Evite
      • Meetup
      • Event reporting
    • Mobile
    Using Social Technologies for Social Coordination
  • Mega Collaboration and Collective Action!
    • Mega-collaboration is the idea that the collective behavior of millions of people can form a constructive environment where value is derived from the mass of actions even though each individual action is done purely for the sake of the individual user. -- http://www.useit.com/alertbox/9708b.html
    • Collective action: cooperation and coordination amongst large groups of people towards some goal.
  • Mega collaboration in technology:
    • The web!
    • Wikipedia
    • User generated content, remixed
  • Collective action: MoveOn.org
    • Transforming political campaigning
    • 3.3 million users
  • Howard Dean and Meetup
    • 140K members in meetups, across the country
    • Grass roots collective action
      • Coordination from the bottom up
  • The September Project
  • 42 Entertainment
    • Ilovebees
    • Goal: building buzz around Halo launch
    • ¾ million active players
    • 2.5 million casual players
  • Mobile
    • Hyper awareness
    • Hyper coordination
    • Smart convergence
  • CMC, Impact on Peripheral Awareness and Smart Convergence
    • Asychnonous, e.g., email, SMS
      • Awareness and coordination over time and place
    • Broadcast, e.g., mailing lists
      • Awareness and coordination with many people
    • Mobile, e.g., cell phones, PDAs
      • Hyper-awareness and hyper-coordination (Ling & Yttri):
      • in time, in place updates and changes of plans (social spider in her web)
  • Mobile -- Social Awareness
    • Mizuko Ito (2001) studies of teen use in Japan:
      • Sense of intimacy, always on, always connected, outside tyranny of parental control
      • Presence, importance of always being available to social network whether or not co-located
      • Maintaining connection and identification with group
    • Sara Berg & Alex Taylor (CHI 2003) UK teens:
      • Text messages as social exchange, gifts, precious
    • Grinter & Eldridge (CHI 2003) UK teens:
      • Importance of address book, indicating place in social world, who’s connected to whom
      • Teens very aware of who’s in each other’s list, making sure they stay in
  • Mobile -- Smart Convergence
    • Smart Mobs:
      • Groups that coordinate activities and mobilize at a moments notice, e.g. activists, Star groupies, Flash Mobs
        • “ Smart mobs emerge when communication and computing technologies amplify human talents for cooperation” Howard Rheingold
    • Swarming:
      • “ Linturi, the father of teenage daughters, was one of the first observers of the way young people use text messaging to coordinate their actions: ‘there were endless calls. ‘no, no, it’s changed—we’re not going to this place, we’re going over here. Hurry!’ It’s like a school of fish.’ By the time Linturi and I met in May 2001, the term ‘swarming’ was frequently used by the people I met in Helsinki to describe the cybernegotiated public flocking behavior of texting adolescents.” -- p. 13. Howard Rheingold, Smart Mobs , Perseus 2002
  • Sidekick
  • Smartphone
  • Flipper: enabling ‘life presence’ through lightweight photo sharing Scott Counts, Rysjard Kott Mobile Flipper Desktop Flipper
    • Current photo sharing : web based, email, photo phone
    • Flipper photo sharing : simple, people-centric, persistence, mobile-desktop integration
    • Experimental field study :
      • Overall: more photos shared, more fun, more social, greater group awareness
      • Mobile specific: easier, more fun sharing, viewing; more photos viewed more times
    Main screen
  • Swarm Pedram Keyani, Shelly Farnham in time, in place SMS broadcast communication Coffee Sends <Coffee caffeine?> to swarm Swarm Server Shelly Receives <Shelly: caffeine?> Shelly to coffee: caffeine?
  • Swarm Field Study
    • Created group called “party”, 8 to 14 people over 14 weeks, told people for sending reports on social events
    • Log from a Saturday Night
    • John to party: anybody at Jasons or Nova? Report?
    • Kat to party: I am going to Nova
    • John to party: Nova report?
    • Mary to party: So uh, oh yeah, where is Nova?
    • Sally to party: Nova at goldies. we at chac
    • Larry to party: dont know anything about Novas…Jasons is pretty mellow
    (names changed to preserve privacy)
  • Field Study message content
  • Field Study usage Used primarily weekend nights.
  • Field Study impact on social life, at 14 weeks 1 = strongly disagree, 4 = strongly agree
    • “ I liked hearing from people I knew, getting little updates. It was like little windows into my friends’ lives.” 
    • “ I first thought that it would be useless and not fun. Spamming people with party messages didn’t seem like a good idea. Then once I actually heard about a party going on that I didn’t know about, Swarm became cool – I had a great time at the party and would have missed otherwise. One such time is enough to get you addicted.”
    • “ it helped me get together with them at a cool place, which I definitely like…I loved it when I was at a party and wanted people to come, I could just fire off a message and a few minutes later, people were on there way from multiple locations.”
    Field Study open-ended questionnaire responses
  • A year deployment
    • “ Party” group still existed and was increasingly used, though capped at 25 people
    • Several active splinter groups created by advanced users
    • People using multiple groups
  • iPhone
  • Discussion Points
    • Importance of life stage
    • Importance of cultural context
    • Social digital divide?
    • Always on = always distracted