Week 4 Using The Social Web For Social Change - Elluminate (#bgimgt566sx)


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Presentation for the live Elluminate session for week two of the BGI (Bainbridge Graduate Institute) course "Using the Social Web for Social Change". Topic "Personal Brand, Profiles, Social Networking & Blogging", including Social Network Theory, Basic Concepts, Dunbar Number, Social Network Services, Types, Demographics, MySpace, Facebook, Twitter, LinkedIn, Ning

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Week 4 Using The Social Web For Social Change - Elluminate (#bgimgt566sx)

  1. 1. Using the Social Web for Social Change Week 4 – Elluminate Session C October 12, 2009: 7pm PT
  2. 2. Week 4: Putting It All Together – Personal Brand, Profiles, Social Networking & Blogging Opening Circle Review Last Week & Upcoming Week Quotes from Personal Learning Journals Agenda Review of 5 Student Profiles Personal Brand & Your Keywords Social Network Theory – Basic Concepts Recap Dunbar Number, etc. Social Network Services Types & Demographics MySpace, Facebook,Twitter, LinkedIn, Ning
  3. 3. What have we tagged? There are 25 students: Tagging 786 bookmarks in our network, up from 301 two weeks ago Average 33 bookmarks per student
  4. 4. What have we tagged? There are 25 students: Tagging 786 bookmarks in our network, up from 301 two weeks ago Average 33 bookmarks per student Average dragged down significantly by 6 people with under 10 bookmarks Collaborative Discovery works best when shared at least bookmark your other classes it will help with blogs
  5. 5. What have we journaled? Personal There are 25 students: Learning Journals 72 personal learning journal entries in 3 weeks Some students are adding helpful and encouraging comments
  6. 6. What have we journaled? Personal There are 25 students: Learning Journals 72 personal learning journal entries in 3 weeks Some students are adding helpful and encouraging comments Average is less then 3, and 5 of you have 1 or 2 (not including the audit students) By now you should have 4 You can’t do this later This is 10% of your grade Combined with lack of participation you may fail
  7. 7. Week 4 Putting It All Together – Personal Brand, Profiles, Social Networking & Blogging
  8. 8. Readings & Media Very light readings this week No required readings, Suggested Readings added over week
  9. 9. Assignments Finalize your Personal Brand Know your keywords and key phrases Update your profiles The Channel, Google Profile, Blog Profile Get advice from Personal Brand Buddies Create your Blog Pick a name that fits the topic and your Personal Brand Choose keywords and keyphrases Post 1 thoughtful post, 1 comment post, 1 link post, plus 2 comments in other blogs
  10. 10. Assignments (continued) Sign up for LinkedIn Add you fellow students Update your Profile Sign up for Twitter Either with Personal Brand name or blog name Follow fellow students on Twitter Search for people who write on same topic as you and follow them Post when you new stuff related to your topic or when you post to blog Minimum 3 Twitter posts this week
  11. 11. Personal Learning Journals Selected Quotes
  12. 12. A purpose Last weekend at intensive, we did a journaling exercise in Creativity and Right Livelihood class. We built up through the questions, "What do I consider my personal identity?" and "What are my core competencies?" to the ultimate question of, "What is my purpose?" Yes, that general. Purpose. Beth By the time I go to that question, I knew exactly Breisnes what to write, so I quickly wrote down my response and shut my notebook. "My purpose in life is to learn and to share."
  13. 13. A declaration Today I revisited the profile, and noticed, after our exercise in branding, that while accurate, it was still less than complete. Taking a deep breath, I added the declaration: I am a passionate, creative leader. Utterly true. Bonnie J Wallace
  14. 14. An identity At first I was a little hesitant about finding my personal brand, it sounded almost shallow. I've come realize that it's completely the opposite. Your personal brand has to be your authentic self or people won't buy into it. Finding your personal brand is just another way of delving deeper into Miriam who I am. I am excited about all of the ways I am Easley able to explore who I am this quarter.
  15. 15. A passion I use to see my life as a series of incongruous events. From street peddler in the ghettos of Philadelphia to artist of the elite, from gardener to business student, from dysfunctional insider to foreigner to small town outsider to community organizer and mom, these experiences were Julie neatly tucked away in my mind's dusty shelves, Mihalisin pulled out only now and again for a good story. For the first time, I am beginning to see how they are working to inform the passion that is building inside me.
  16. 16. A surrender I am learning how much I do not know. Letting go of whatever I thought it would be (meaning somehow "I will get on top of all of this soon") is a great start. I am there. There is no "on top of it" – it's impossible. No battle; only Carol Schreitmueller surrender!
  17. 17. A question I am having a hard time finding Reader relevant because of this. How does Google Reader help me if I don't read blogs? Elyn Heyn
  18. 18. An intent This goes for being effective as well. In the effort to create change, trust and consistency are key cornerstones to the networks you can build. To build trust, you must have a reliable stream of information and thoughts that express both unique opinion that is clearly backed up by good reading and resources. Being Justin the social web, sharing is key too. Without the ability to Fenwick actively and frequently share information to the right networks and individuals you have little value. Next, consistency, this speaks for itself. Be regular, eat your intertubes fiber, and start pushing a consistent and dynamic message.
  19. 19. A concern Danah Boyd's "The Not-So-Hidden Politics of Class Online" talk was stunning. She was spot on about the "white flight" from the ghetto of MySpace to the ivy league of Facebook. I wonder if everyone in the audience felt as uncomfortable as I did listening to her talk. Because she was basically describing me. As much Karen as we all talk about how technology can build bridges Goat between classes and cultures, are we actually building these bridges? Or are we just using technology as another way to segregate?
  20. 20. Discover Your Brand “The Future You”
  21. 21. Know Your Keywords Given the important words from your personal brand and identity exercises: What related words are possibly more evocative? Try Thesaurus, OED, roots What other words are often paired with those words.Try Google Suggest What adjectives or adverbs can you add to both make you more unique and more evocative? Is their any pairing of words worthy of a blog name?
  22. 22. I’ve mostly worked in entrepreneurial Initial words startups, so this was these were the first words I looked up
  23. 23. I right-clicked (option-clicked) the word Mac Dictionary “startup” to look it up in the Mac Dictionary
  24. 24. This is the definition of “startup” Mac Dictionary in the built-in Mac Dictionary.
  25. 25. Mac Dictionary The root word for “startup” is start
  26. 26. I looked up “start” using the Mac Thesaurus built-in Mac Thesaurus
  27. 27. I just grab any word that is evocative or has More words some emotional context attached to it
  28. 28. “eager” was the root of one of the more More words interesting words, so I looked that up further
  29. 29. “eager” had a latin root, so I looked up that Latin Dictionary in the Lewis-Short Latin/English Dictionary
  30. 30. These are the results of looking up Latin Dictionary the word “eager” in the online Lewis & Short English/Latin dictionary
  31. 31. alacritas looked familar, Latin Dictionary similar to the word alacrity
  32. 32. Mac Dictionary I liked the basic definition “cheerful readiness”
  33. 33. I liked the evocation of positive emotions Mac Thesaurus in almost all of these synonyms
  34. 34. Google Search: http://www.google.com/search?q=define:alacrity define:alacrity
  35. 35. I looked up the domain Domain Lookup http://www.google.com/a/cpanel/domain/selectDomain
  36. 36. Unfortunately, alacrity.com was not Domain Lookup available, so I needed a longer domain name
  37. 37. Google Suggest is the feature where you begin Google Suggest words and google suggests the most common pairings. Useful for finding important pairs.
  38. 38. Google Suggest used to give numbers, but there Google Suggest #s are third party tools that still do: http://tools.seobook.com/general/keyword-information/
  39. 39. Once I had some words, I tried pairing them in Pairing Words different ways, different combos, until one stuck
  40. 40. I can also be useful to check the username KnowEm.com http://www.knowem.com
  41. 41. What makes a word evocative? A word that brings to mind a Evocative memory, mood or image. The best evocative words have an emotional context. However, be very aware of emotional context, as it may not be what you think. Evocative does not mean provocative
  42. 42. It is possible to go too far. If there is a choice between Authentic an evocative word and authentic one, pick the authentic. However, humor can make a big difference: I was tired of the title “CEO & President”, so on one of my old game industry business cards I said instead “CEO & Herder of Cats”. It showed I was boss, but not stuffy, a useful image.
  43. 43. Build Your Brand “The Future You”
  44. 44. Finalize Your Username Now is the time to finalize the username you are going to be using for some time, possibly the rest of your career. Decide on either your name, a nym, or a pseudonym, and have a backup Max 15 chars, no punctuation Use KnowEm.com Use CamelCase when registering Pick a good face avatar that you can be comfortable with for some time
  45. 45. CEO of Your Own Brand You are the CEO of your own career What is a title for your career now that is likely to be true in 2 years? Mine now is “Entrepreneur, Advisor & Technologist” What is the best one sentence introduction of your professional self? “I am a long-time technologist focused on the opportunities found in the social web, online trust and online communities, which I write about in my blog Life With Alacrity.”
  46. 46. Update Your Profiles Starting with your Channel profile, update your profiles to your new Personal Brand Ask colleagues and friends for their impressions – it is difficult to judge your profile yourself Think about your profile’s audience: The Channel: fellow students, teachers LinkedIn: future professional colleagues Google Profile: generic Blogger Profile: your blog audience
  47. 47. Don’t Fill Out Everything Just because a website asks you a question, you don’t have to answer Why answer “My superpower” or “Something I can’t find on Google” or “Where I grew up”? Answer only those questions that support your Personal Brand Interests is often useful profile field Keep a text file with your standard profile answers
  48. 48. Social Network Theory Basic Concepts
  49. 49. What is a Network? A network is a set of relationships A B the nodes the connections between the nodes Connections can be one-way A B (asymmetric), two-way (symmetric), and can be multiplex (multiple ways) 1 2 The network distance between A B C nodes are called steps B The maximum distance between A C many nodes is the diameter dia=3 G E D
  50. 50. Types of Networks? Ego-centric networks B C connected with a single node, e.g. my A friends, companies that do business with E D Apple B Socio-centric networks A C where the centrality is not clear, but are completely described. “in the box” F E D Open-system networks B boundaries are not clear, are not A C completely described, not “in the box” F E D
  51. 51. Connections Propinquity Nodes are likely to be connected if they are geographically near each other Homophily Nodes are likely to be connected if they A share one or more social characteristics C D For individuals, the they are more likely B to be connected the more characteristics E they have in common For collectives, this may not be true GM may not be connected to Ford
  52. 52. Mapping Social Networks The maps are called sociograms The distance between nodes is determined by size of the first order of nodes extent to which the nodes overlap barriers between nodes agency (acting on behalf of others) exercised between nodes First order zone is the interpersonal environment (number of people known), second order out from there
  53. 53. Max Subgraph Ratio A subgraph is a group of people that interact with each other more then others In this 14 person network, all the members play World of Warcraft together in the same guild Strong ties are people who played often at the same time and same place, weak ties are people who interacted less There are 5 subgraphs, 4 of two people, and 1 of 6 people The max subgraph ration is 6/14=0.43 The max subgraph ration is a measure of group cohesion
  54. 54. Six Degrees If there was zero overlap in first order interpersonal zones, then you could reach the entire population in the US in three steps Experiments by Stanley Milgram estimate actual steps to be six (reached through five intervening persons) Thus “Six Degrees of Separation”
  55. 55. Small World Networks The property of “six degrees of Ordered separation” is an example of a small Network Random = 0 world network, also called a scale-free network A small world network is connected almost randomly, yet the “diameter” of Small World Network the network is very small Random >0, <1 Small world networks are very efficient, and robust against damage Small world networks have been found Random in many other places: in brain, Network proteins, genes, ecology, markets, etc. Random = 1
  56. 56. Hubs Analysis of small world networks shows that there are many hubs Often called connectors or mavens Milgram and others originally believed that hubs could be discovered Thus marketers thought they could be found and influenced Milgram has since discovered that hubs are not predictable
  57. 57. Strong Ties The strength of an interpersonal B connection is a combination of A amount of time emotional intensity C E intimacy (mutual confiding) D reciprocity (mutuality of services) Those with large interpersonal connection are considered to have a F “strong tie” G However, networks of only strong H ties are not efficient nor robust I
  58. 58. Weak Ties Studies show that information B diffusion is more efficient through A weak ties More jobs come from weak ties C E More relationships come from weak ties D Strong ties breed local cohesion, however, lead to overall fragmentation F Weak ties, often denounced as G alienation, are the key to large H communities I
  59. 59. Value of Weak Ties Your strong ties already have the same friends, same resources, and know the same things you do. Your strong ties are vulnerable to group think or “echo chamber” effect One of most valuable reason to maintain a network of strong ties is to have access to their network of weak ties
  60. 60. Social Capital A person with social capital has the ability to draw on the resources contained in their network Social capital depends on the extent and shape of one’s social network, and resources available to that network However, the ability to know how to make connections is important Social capital is sometimes called “whuffie” from an SF story
  61. 61. Tipping Points Information is not propagated through a social network in a linear fashion Instead, once a certain criticality of propagation is reached in one subnetwork, the information is spread to the rest of the network This threshold of criticality has been popularized as “The Tipping Point” All small-world networks have these thresholds
  62. 62. Unstructured Trust Intuitive, unconscious trust Emotional, intimate, often irrational Your “monkeyware” for trust
  63. 63. The Dunbar Number Limits on the size of “unstuctured trust” based groups
  64. 64. Social Channel Capacity Limit to your ability to have an emotional connection
  65. 65. People you go to in times of severe stress Support Circle Core of your Intimate Social Network Typically 3-5 people
  66. 66. People you go to for sympathy Sympathy Circle Or whose death would devastate you Typically 10-15 people
  67. 67. People whom you share a mutual Trust Circle “intimate” emotional connection - strong ties Ranges widely, typically 80-120 people
  68. 68. Non-mutual emotional connection - weak ties Emotional Circle Also called “social channel capacity” Multiple studies show average 290
  69. 69. People in Emotional Circle Weak Ties but not Trust Circle are weak ties New opportunities are more likely
  70. 70. Dunbar Number ≠ Social Channel Capacity
  71. 71. Dunbar Number, Social Channel Capacity & BGI
  72. 72. Social Networking Services Types & Demographics
  73. 73. Social Networking Over 400 several years ago Services Many more today
  74. 74. Types of Social Networking Services Friend Networking Sharing MySpace, Facebook,Twitter, Flickr, Dogster, Home Exchange, Orkut, Ning Couch Surfer Business Networking Mobile, Location & Presence LinkedIn, Spoke Dodgeball, Plazes, Doppler, Common Interest Twitter Classmates, DeanSpace, Small Dating Planet eHarmony, Match.com Face-to-Face Facilitation Meetup, Upcoming, Eventful
  75. 75. Different social networks services serve Different Identities different parts of our personal identities
  76. 76. Different Cultures Different social networks have different cultures
  77. 77. Social Media Matchup Chicago Tribune 2009-10-09 MySpace, Facebook & Twitter http://www.chicagotribune.com/business/chi-biz-twitter-graphic-oct07,0,1689342.graphic
  78. 78. International Social Social Network Services are not just used in the Network Services US, nor are they using predominately US services
  79. 79. International Social Usage patterns differ outside the US Network Services Very important in Korea & Brazil
  80. 80. Orkut leads in the Indian subcontinent, as well as Brazil. Facebook is stronger, internationally, than MySpace, with surprising strongholds in the Middle East. hi5.com is the most international of all the social networks, leading in Peru, Colombia, Central America, and other, scattered countries such as Mongolia, Romania, and Tunisia. Both Bebo and Skyblog follow colonial patterns, the first strong in smaller English-speaking countries such as Ireland and New Zealand, and the latter in Francophone countries; Friendster, the original social network, leads all across Southeast Asia. Fotolog, a photo service defeated in the US by Friendster, has re-emerged as the dominant social International network in Argentina and Chile.
  81. 81. Amount of time spent using social networking is Demographics – Age highly dependent on age. However, > 50% of MySpace users are over 35
  82. 82. Demographics – Age Usage patterns differ slightly over age
  83. 83. Demographics – Gender Slightly more women use social networks
  84. 84. Demographics – Gender Some are as much as 2/3rds female
  85. 85. There is substantial overlap between different Demographics – Gender social networks, however social network fatigue is becoming more common
  86. 86. The Connection The “friends” connection is the unifying characteristic of all social networks Is not always called “friends” but sometimes “connections” or “contact” It is often further qualified “met”, “aquaintance”, “family”, etc. Is not always mutual Typically are “explicit” connections, however, “implicit” connections are often more valuable. Inviting friends serves the network’s interest more then the users going viral is rarely in your interest
  87. 87. The Profile In the long run a user’s profile is probably more important then list of friends Is a place to show your identity including interests, values Also shows your connections Group connections can also be important Often contain ephemeral “presence” information Can have big privacy issues Typically defaulting semi-public, which is in the social network’s interest Not very good with contextual privacy
  88. 88. Status Updates Most social network offer easy ways to view changes and updates of friend’s profiles Most offer easy ways to update your profile “presence” or “microblogging” Often looking at friend’s profiles is a social action pokes, comments, endorsements Looking at friend’s of friends profiles and status updates is a common behavior
  89. 89. Major US Social Network Services MySpace, Facebook, Twitter, LinkedIn, Ning
  90. 90. Facebook Originally organized around colleges, later by workplaces & locality, now open Tries to be a central social “portal” All connections are mutual – both parties must agree Reconnect with old friends and family For colleges today, central to social life Oriented toward professionals and white-collar
  91. 91. MySpace Until recently the largest social network Originally launched as an alternative music centric social network Friend connections are mutual, but very light – bands can be friends Profiles are very customizable, and allowed for more personality Beginning to class segment against white-collar and professionals
  92. 92. Twitter Never marketed itself as a social networking service Connections are asymmetric Focus is on byte-sized chunks of information The 140 character limit is ideal for texting, thus has large penetration in unusual market segments Open protocols give Twitter an edge in flexibility, search is very powerful Great for social networking during events and crises
  93. 93. Comparison MySpace “wandering the halls of high school befriending all you see, with a boombox on your shoulder” Facebook “like a large family wedding or class reunion” “is for those you know” Twitter “is for you those you don’t know” “mingling in the conference of life”
  94. 94. LinkedIn The “professional” social network Focused on professional connections, the links are not called friends, and until recently no avatars Has an introduction mechanism However, in my personal experience not very useful beyond 2 degrees Strongest point is the 21st-century resume in the professional profile Endorsements very powerful I have 360°of endorsements: investors, coworkers, employees, colleagues, etc.
  95. 95. Ning Offers “private” “customizable” social networks For existing groups, can give the group for more control and flexibility However, critical mass is an issue for niche social networks With over 5,000 different social networks, it is difficult to connect to people outside of niche
  96. 96. Using Social Networks
  97. 97. Choosing a Social Networks Your first personal social network should be the one where you have at least 6-7 people you have a strong emotional connection with Be aware of your social context – Facebook and MySpace in particular are very personal, LinkedIn is very professional, and Twitter in-between Facebook is for sharing the people you know well, MySpace is to show off your style, LinkedIn is for your resume, and Twitter is for people you don’t know
  98. 98. Invite Etiquette Never bulk request friends It is always in the social network services interest to do so, but it is spam that reflects badly on you I suggest you only invite those already using the service Always personalize invites Do one at a time Remind them why they might want to connect Focus on those you have an emotional connection
  99. 99. Questions? Feedback? ChristopherA@LifeWithAlacrity.com Next: Elluminate Session D Social Video,Viral Media & Memetics October 19, 2009: 7pm PT