Review of Twitter as Media - Can Social Media Ignite Revolution?

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This is the presentation slide with which I gave a lecture at 'Information Technology Politics Research' forum on May 14, 2010.

This slide contains below contents

1) The definition of social media
2) Summary of facebook and twitter status
3) Hot issue about Twitter in Korea
4) The condition to be powerful media
5) Review of twitter as media (Focused on retweet mechanism. Quoting some researches)
6) Some Korean tweet examples which supports these agendas
7) The comparison between traditional revolution and social one

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Review of Twitter as Media - Can Social Media Ignite Revolution?

  1. 1. Review of Twitter as Media Can Social M di I it N C S i l Media Ignite New Revolution? R l ti ? Dylan Ko (고영혁) 고영혁) Career Consultant / R C C lt t Recruiter / R i it Rainmaker k And... Lifetime Researcher & Student Twitter : @youthinking BLOG : http://youthink.me E-mail : uthinking@gmail.com Phone : +82 10-9055-3197 * Thanks for good research resources to @haewoon @DanZarrella
  2. 2. Who am I ? Job : Career Consultant, Professional Recruiter, Rainmaker • Human • Electrical Engineering • Technology • Economics • Media Study over • Applied Statistics Like Lik • Contents • Business Administration Past Life • Communication • Cognitive Science • Research • Consulting • Psychology • Recruiting Want to • Anthropology • Rainmaking • Human Resource Mgmt. Activity y • Information Sharing Research & • Human Resource Dev. Dev • Lecturing Study • Media Communication • Writing • UX Strategy & HCI more~ Moto : Create Tipping Point of Value by Connecting Passion pp g y g 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 2
  3. 3. What is Social Media ? Definition Social Media • Not one,, at least more than two • Containing Message / Contents g g • Interaction / Feedback • Birth  Spread  Die  Rebirth • Individual vs. Group Problem • Not only Industrial Media (TV, Paper, Radio, ...), but also ALL possible field p • Social media are media designed to be disseminated through social Wikipedia interaction, using highly accessible and scalable publishing techniques. (Eng.) (Eng ) Social media use web-based technologies to transform and broadcast media web based monologues into social media dialogues. • 사람들이 자신의 생각과 의견, 경험, 관점 등을 서로 공유하고 참여하기 위해 사 용하는 개방화된 온라인 툴과 미디어 플랫폼으로 가이드와이어 그룹의 창업자 Wikipedia 인 크리스 쉬플리가 처음 이 용어를 사용하였다. 소셜미디어는 그 자체가 일종 (Kor.) 의 유기체처럼 성장하기 때문에 소비와 생산의 일반적인 매커니즘이 동작하지 않으며, 양방향성을 활용하여 사람들이 참여하고 정보를 공유하며 사용자들이 만들어 나가는 미디어를 소셜미디어라 부른다 부른다. ‘Social’ is not confinement, but essence of Media Social Media reveals it ! 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 3
  4. 4. What is Social Media ? Infographics 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 4
  5. 5. What is Social Media ? Infographics 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 5
  6. 6. What is Social Media ? Infographics 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 6
  7. 7. What is Social Media ? Infographics 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 7
  8. 8. What is Social Media ? Infographics 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 8
  9. 9. What is Social Media ? Infographics 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 9
  10. 10. What is Social Media ? Infographics 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 10
  11. 11. What is Social Media ? Social Networking • Social Networking is a subset of Social Media ? • What’s difference between networking and using media? i di ? • Think about Facebook and Twitter 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 11
  12. 12. Overwhelming Social Media Background Open Share WEB 2.0 & Cloud Mobile & Shorten URL Smartphone 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 12
  13. 13. Overwhelming Social Media Facebook 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 13
  14. 14. Overwhelming Social Media Facebook 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 14
  15. 15. Overwhelming Social Media Twitter 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 15
  16. 16. Overwhelming Social Media Twitter 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 16
  17. 17. Overwhelming Social Media Twitter • Real-time Twitter Stat. • May 13, 2010 • 2.5 Million Tweets/Hour • 60 Million Tweets/Day / y • It still grows !! 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 17
  18. 18. Overwhelming Social Media Facebook vs. Twitter 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 18
  19. 19. Overwhelming Social Media Twitter There are too many just listeners to be networking service 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 19
  20. 20. Hot Issue in Korea : Twitter • Celebrities Experiences • Journalists Experiences • Covered by Major Mass Media Sources • Powered by iPhone • Estimated Usage Status (Apr. 22 2010) i d  Total User : 416,667 (two times to Mar.)  Unique Visitor : 804,000 (From Mar. 22)  by Oikolab & Nielsen Korea Click 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 20
  21. 21. Conditions to be Powerful Media Meaning How Many • A more people h the same story, the story As l hear h h is perceived as a general fact • Speed is concerned with volume because How Fast messages decays naturally • People usually like ‘fresh live’ stories • Accurate information is very essential. They do How Correct not want to hear false news, and don’t want to spread it. it These make ‘persuasive message’. It means ‘Power’ Traditional powerful mass media have these factors at least first two. C fi t t Correctness? Th t ? There are many stories about it t i b t it. 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 21
  22. 22. Twitter as Media One- One-way Connection A and B are ‘Friends’ A B One can see what the other writes and says. Twitter : A ‘Follows’ B A B A hears B. B cannot hear A if he doesn’t follow A * Source: “What i T itt a Social Network or a News Media?”, H S “Wh t is Twitter, S i l N t k N M di ?” Haewoon K k KAIST WWW2010 Kwak, KAIST, 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 22
  23. 23. Cumulative Personal Casting Twitter as Media = Broad Casting • Simple expanding structure at one glance • It looks like cumulative followers are the target of a message • But, more complex and powerful • Don’t forget that Twitter is a semi real- time media 1 N 1 •SSample f ll l follow relation structure l i N N • Color : Dimension of the message spreading 1 2 • Count : Numbers of potential exposure to 2 S 2 the message 3 1 • Personal ‘ReTweet and Follow structure’ 2 N creates ‘Broad Casting’ g 1 1 • Power of Nested Follow N 1 Supplement weakness of real-time 1 1 Empowerment to the message 1 N 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 23
  24. 24. Mechanism of ReTweet Twitter as Media 1) Contents • ReTweet = Information Container • Shortened URL = Bridge to Information Source • News is best for ReTweet * Source: “What is Twitter, a Social Network or a News Media?”, Haewoon Kwak, KAIST, WWW2010 “The Science of ReTweets”, Dan Zarrella, DanZarrella.com, HubSpot 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 24
  25. 25. Mechanism of ReTweet Twitter as Media 1) Contents 1. you 2. twitter • What kind of contents 3. please would b more R T ld be ReTweeted ? t d 4. retweet “Please” 5. post Not Emotional 6. 6 blog 7. social Social Behavior 8. free 9. media 10. Help 11. please retweet 12. great 13. social media 14. 10 15. follow 16. how to 17. 17 top t 18. blog post 19. check out 20. new blog post * Source: “The Science of ReTweets”, Dan Zarrella, DanZarrella.com, HubSpot 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 25
  26. 26. Mechanism of ReTweet Twitter as Media 2) Readability • Strategy to be ReTweeted  Creative  Simple  Concise * Source: “The Science of ReTweets”, Dan Zarrella, DanZarrella.com, HubSpot 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 26
  27. 27. Mechanism of ReTweet Twitter as Media 3) Depth of ReTweet T1 Length = 3 S T1 Height = 1 96% RT is 1 height(depth)  Polarization T1 * Source: “What is Twitter, a Social Network or a News Media?”, Haewoon Kwak, KAIST, WWW2010 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 27
  28. 28. Mechanism of ReTweet Twitter as Media 4) Amplified Reproducing, Timing • More ReTweeted by tweeps, much more reproduce ReTweets  Polarization  Empowerment p • ReTweet is matter of timing !! It’s pattern reflects the some characters of ReTweeting * Source: “The Science of ReTweets”, Dan Zarrella, DanZarrella.com, HubSpot 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 28
  29. 29. Mechanism of ReTweet Twitter as Media 5) Etc. • News and Instructional tweets are more ReTweetable • A ReTweet brings a few hundred additional readers * Source: “What is Twitter, a Social Network or a News Media?”, Haewoon Kwak, KAIST, WWW2010 “The Science of ReTweets”, Dan Zarrella, DanZarrella.com, HubSpot 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 29
  30. 30. Mechanism of ReTweet Twitter as Media 6) Little Analysis about My Tweets 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 30
  31. 31. Mechanism of ReTweet Twitter as Media 6) Little Analysis about My Tweets 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 31
  32. 32. Mechanism of ReTweet Twitter as Media 6) Little Analysis about My Tweets * Getting rid of my followers’ fluctuation effect, we can more precise results • (Simple) Implication Help & SOS is much more superior in RT counts, spread speed, persistence than others • Restriction and Next Step Too small sample: Total 125 tweets, under 20 tweets per each category. Just for my Tweet Twitter does not support Korean search fully. It needs crawling. Tremendous time consuming even when I have about 400 followers. Now, I have 3600 followers and get t f ll d t too many R TReTweets. I h t have to make collecting and analysis SW platform t k ll ti d l i l tf More accurate analysis about relationship between Topics, Message Speed, RT depth, Link, Multimedia Link, and so on. How Business Account’s twitting action affect to consumers g Analysis about Cultural comparison of Tweeting Pattern 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 32
  33. 33. Twitter as Media Anywhere, Anytime  Fastest • Cell Phone enables communicaton anywhere at anytime • No Desk Editing Process • This means not only more Rapidity, but also ‘less’ Distortion * These images are quoted in “What is Twitter, a Social Network or a News Media?”, Haewoon Kwak, KAIST, WWW2010 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 33
  34. 34. Twitter as Media Fast Spreading • Messages are fast spreading by ReTweet • Time Interval for jumping next listener is dramatically increase at some point * Source: “What is Twitter, a Social Network or a News Media?”, Haewoon Kwak, KAIST, WWW2010 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 34
  35. 35. Twitter as Media Self- Self-Correction System • Open Share Feedback Open, Share, • Twitter has automatic self-correction system • This system also owes ReTweet • It works quickly and quite accurately • It improves the quality of original contents • Group of free will. So, It can be hardly will So controlled in a purposed way • (Maybe) Most important feature as a Social Media 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 35
  36. 36. Media can Influence to Society Society Member M b 1 Thought Society Member 2 S Fact M Refined O Fact E ( (Distorted) ) C D Information Society I Member 3 & Thought Evaluation Thought I A Mainstream E Society T Member 4 Y Fact Society Member 5 Similar Actions 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 36
  37. 37. Meaning of Revolution Traditional Vs. Social(New) Traditional Social (New trend) • L d  F ll Leader Followers (Strong) (St ) • L d  F ll Leaders Followers (Weaker) (W k ) • Started from Dissatisfaction • Start? Many reasons • Closed Communication • Open Communication p • Unrevealed Preparation • Revealed Preparation • So Fast after it is revealed • Slow and Fast • R di l Radical •M d Moderate • Often, for small groups’ profit • More often, for real majorities In fact, there is a native power structure in Twitter’s Twitter s follower relationship and messaging system 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 37
  38. 38. Time to Know and Use the Change Summary & Insight • Social Media & Networking is Global Mega Trend • Facebook and Twitter are the top leaders of social media (Facebook is another long story~ But it’s ( g y really powerful !!) • Korea no longer has any Barriers. Watch iPhone and Twitter • Twitter’s Mechanism proves it is Powerful Media • Follow relationship of Twitter and its ReTweet function make f t spreading and persuasion t f ti k fast di d i to many people • Prepare the Social Revolution. It has already Started !! Thank you for listening~ Now, time to talk each other with ease We need to communicate !! ease. 고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 38

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