Social Media
at the Crossroads
    David Weinberger Ph.D.
               self@evident.com

      Harvard Berkman Center
  ...
Why social media matter
The Web was always social
Platforms
Essential Information
Software



Hardware               Social


           Protocols
Scale



Art           ???


       Gift
Who owns my content?

Who decides who can see it?
Will Mark let me post this?

  When is Mark going to
 change the rules a...
Are social media media?
Media stand between
Media aren’t media


content


Buy!!
(cc) Professor Bop @ flickr
If the Web were a medium…

        (3 points)
We are the media

         Transmit
     Generate
Recommend       Transform
        Authenticate
    Assimilate
          ...
Information

Communication

 Sociality
We are the media



We take on the properties of
        our medium
We are the media
Intermittent contact
     Interruptive
  Need reason to call
We are a network




 We are taking on the
properties of our medium
Parents with sick kids
Parents with sick kids
Parents with sick kids
      Next day
Advanced Droid Updaters
People angry at SNL
Always changing
  Transient to Lifelong
Crazy-easy group formation
  With social networks:
Non-interruptive, Constant
    ...
Two Consequences of a linked
        social world
              1.
 4 Types of Transparency
1
. Transparent Sources
2
. Transparent self
3
. Transparent humanity
4
. Transparent interests




                          $
Two Consequences of a linked
        social world
             2.
      Echo Chambers
Does the Net narrow us?
    Centralized News
     Major Headline
     Smaller   Feature
      News      Story
      Local ...
Cass Sunstein

 Echo Chambers further
 convince us we’re right

…and move us to extremes
Are social networks
  echo chambers?
Tough data
 Look at links or behavior?
    Does it vary by socio-
 economics? Politics? etc.
     Mythologized past?
 Over...
It doesn’t matter


 Echo
                   Festival of
Chamber
                    Diversity
What this means for
       marketers
Marketers have liked echo
        chambers
Echo chambers are bad for
  democracy & cu...
Thank you.



                   David Weinberger
     Blog: www . JohoTheBlog . Com
          Email: self@evident . com
 ...
Weinberger keynote
Weinberger keynote
Weinberger keynote
Weinberger keynote
Weinberger keynote
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Weinberger keynote

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David Weinberger's keynote presentation from MassTLC's social media summit on June 3, 2010 at Microsoft NERD, Cambridge

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Weinberger keynote

  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. June 3, 2010
  2. 2. Why social media matter
  3. 3. The Web was always social
  4. 4. Platforms Essential Information
  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. Media aren’t media content Buy!!
  11. 11. (cc) Professor Bop @ flickr
  12. 12. If the Web were a medium… (3 points)
  13. 13. We are the media Transmit Generate Recommend Transform Authenticate Assimilate Give value to
  14. 14. Information Communication Sociality
  15. 15. We are the media We take on the properties of our medium
  16. 16. We are the media Intermittent contact Interruptive Need reason to call
  17. 17. We are a network We are taking on the properties of our medium
  18. 18. Parents with sick kids
  19. 19. Parents with sick kids
  20. 20. Parents with sick kids Next day
  21. 21. Advanced Droid Updaters
  22. 22. People angry at SNL
  23. 23. Always changing Transient to Lifelong Crazy-easy group formation With social networks: Non-interruptive, Constant presence
  24. 24. Two Consequences of a linked social world 1. 4 Types of Transparency
  25. 25. 1 . Transparent Sources
  26. 26. 2 . Transparent self
  27. 27. 3 . Transparent humanity
  28. 28. 4 . Transparent interests $
  29. 29. Two Consequences of a linked social world 2. Echo Chambers
  30. 30. Does the Net narrow us? Centralized News Major Headline Smaller Feature News Story Local Quirky News StoryIf it’s important, Eat Your Broccoli Stories it will find me
  31. 31. Cass Sunstein Echo Chambers further convince us we’re right …and move us to extremes
  32. 32. Are social networks echo chambers?
  33. 33. 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
  34. 34. It doesn’t matter Echo Festival of Chamber Diversity
  35. 35. What this means for marketers Marketers have liked echo chambers Echo chambers are bad for democracy & culture Resist Opportunities
  36. 36. Thank you. David Weinberger Blog: www . JohoTheBlog . Com Email: self@evident . com Twitter: dweinberger

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