Social Media at the Crossroads

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Is social media at a crossroads? This is what was discussed during the latest Awareness, Inc. Webinar where David Weinberger presentated his thought-provoking keynote “Social Media at the Crossroads” where he discussed some key points around popular social media topics including:


•The Web has always been social. What's the difference now?
•Why we as a society are OK with fallibility and how this should change the way in which organizations operate.
•The good and the bad associated with the Media increasingly acting as an echo chamber.
•The four types of transparency critical to Social Media.
•Why diversity may be important and why it sure can be uncomfortable.
•The social media generation now expects important information to find them. Why this can be a dangerous attitude.


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Social Media at the Crossroads

  1. 1. Social Media at the Crossroads David Weinberger Ph.D. self@evident.com Harvard Berkman Center for Internet & Society Senior Researcher US State Department Franklin Fellow This talk does not represent the views of the State Dept. July 14, 2010
  2. 2. Why social media matter
  3. 3. The Web was always social Web 2.0 Web 1.0
  4. 4. The Web was always social Web 2.0 Web 1.0
  5. 5. Software Hardware Social Protocols
  6. 6. Scale Art ??? Gift
  7. 7. Who owns my content? Who decides who can see it? Will Mark let me post this? When is Mark going to change the rules again?
  8. 8. Are social media media?
  9. 9. Media stand between
  10. 10. If the Web were a medium… (3 points)
  11. 11. 1 Information Communication Sociality
  12. 12. 2 We are the medium Transmit Generate Recommend Transform Authenticate Assimilate Give value to
  13. 13. 3 We are the medium We take on the properties of our medium
  14. 14. Parents with sick kids
  15. 15. Parents with sick kids Next day
  16. 16. Advanced Droid Updaters
  17. 17. People angry at SNL
  18. 18. Always changing Transient to Lifelong Crazy-easy group formation With social networks: Non-interruptive, Constant presence
  19. 19. Two Consequences of a linked social world 1. 4 Types of Transparency
  20. 20. 1. Transparent Sources
  21. 21. 2. Transparent self
  22. 22. 3. Transparent humanity
  23. 23. 4. Transparent interests $
  24. 24. Two Consequences of a linked social world 2. Echo Chambers
  25. 25. Cass Sunstein Echo Chambers further convince us we’re right …and move us to extremes
  26. 26. Are social networks echo chambers?
  27. 27. Tough data Look at links or behavior? Does it vary by socio- economics? Politics? etc. Mythologized past? Over-estimation of role of diversity Social role of echo chambers
  28. 28. It doesn’t matter Festival Echo of Chamber Diversity
  29. 29. What this means for marketers Marketers have liked echo chambers Echo chambers are bad for democracy & culture
  30. 30. What this means for marketers Resist Opportunities
  31. 31. Thank you. David Weinberger Blog: www . JohoTheBlog . Com Email: self@evident . com Twitter: dweinberger

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