What You Need To Know About Social Media


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Social media has been making headlines--not just in the technology news, but in more mainstream topics like business and politics. As with most mainstream reporting about technology, the good stuff tends to be buried in confusion and hyperbole. Nonetheless, social media, from the now venerable Wikipedia to more recent developments like Twitter, are making real and significant changes to online publishing and communication.

Those of us at the forefront of information technology have a professional responsibility to understand these developments. I promise to keep this presentation hype-free, but I also think you'll walk away with an appreciation of how these new (and not-so-new) technologies affects us as technologists and thought leaders.

Author note: this presentation was originally delivered internally at Endeca.

Published in: Technology, News & Politics
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  • What You Need To Know About Social Media

    1. What You Need To Know About Social Media Daniel Tunkelang Chief Scientist, Endeca
    2. Overview
    3. Wikipedia
    4. Not just the world’s best information resource http://farm2.static.flickr.com/1291/634984110_9fb230962c_o.jpg
    5. Wikipedia is a living entity Over 7.4M edits per month (May 2006) http://valuewiki.files.wordpress.com/2007/02/chart.png http://stats.wikimedia.org/
    6. Vandals and spammers and bots, oh my! http://seemikedraw.files.wordpress.com/2007/08/wizard-of-oz.jpg
    7. The neutral point of view (NPOV) Neutral point of view is a fundamental Wikimedia principle and a cornerstone of Wikipedia. All Wikipedia articles and other encyclopedic content must be written from a neutral point of view, representing fairly, and as far as possible without bias, all significant views that have been published by reliable sources. http://en.wikipedia.org/wiki/Wikipedia:Neutral_point_of_view
    8. Dispute resolution <ul><li>1 Focus on content </li></ul><ul><li>2 Stay cool </li></ul><ul><li>3 Discussing with the other party </li></ul><ul><li>4 Truce </li></ul><ul><li>5 Turn to others for help 5.1 Editor assistance </li></ul><ul><li>5.2 Ask for a third opinion </li></ul><ul><li>5.3 Ask about the subject </li></ul><ul><li>5.4 Ask about a policy </li></ul><ul><li>5.5 Ask for help at a relevant noticeboard </li></ul><ul><li>5.6 For incivility </li></ul><ul><li>5.7 Request a comment </li></ul><ul><li>5.8 Informal mediation </li></ul><ul><li>5.9 Formal mediation </li></ul><ul><li>5.10 Conduct a survey </li></ul><ul><li>6 If the situation is urgent </li></ul><ul><li>7 Last resort: Arbitration </li></ul>http://en.wikipedia.org/wiki/Wikipedia:Dispute_resolution
    9. Wikipedia and the link economy Top sites referring traffic to http://endeca.com/ :
    10. But don’t cross the line <ul><li>Hello Daniel, </li></ul><ul><li>My name is <name withheld> and I am the Director of Marketing at <name withheld>. I see you removed the commercial vendors section from the Faceted Classification page. I would like to reinstate it as we were getting a healthy dose of traffic from that section, which suggested to me that a list of commercial vendors was not irrelevant to the page and its viewers. </li></ul><ul><li>Would you object strongly to my undoing your change? </li></ul><ul><li>Regards, </li></ul><ul><li><name withheld> </li></ul>
    11. And avoid public fights <ul><li>Reversion War </li></ul><ul><li>This page is currently subject to a prolonged edit war . Specifically, the following paragraph is added, deleted, added, and deleted again: </li></ul><ul><ul><li>On July 30th 2007 FAST announced a collapse in revenue of 40% due to changes in financial controls on revenue recognition. It had been forecasting $55M of Q2 revenue and profitability, in a statement on the company's website it revealed revenue would collapse to $35M and the company would become unprofitable. According to the company it had been recognizing revenue without signed contracts using Memoranda of Understanding MOUs. The shares fell 28% to hit a three year low. This and other issues around lack of customer payment were raised by Goldman Sachs in a report June 2007 by Mowalla and FAST is now the subject of an ongoing investigation by the Norwegian financial regulator as revealed in Finansavisen (Norway's equivalent of the FT) on the 6th of August 2007. </li></ul></ul><ul><li>Could the relevant parties please familiarise themselves with Wikipedia's consensus policy as well as the dispute resolution process . If the edit war continues, protection of the page may have to be requested until consensus is achieved. </li></ul>http://en.wikipedia.org/wiki/Talk:Fast_Search_%26_Transfer
    12. Being a good wikicitizen is win/win <ul><li>Your Input Really is Relevant! </li></ul><ul><li>May 31st, 2008 · 3 Comments · Community · Edit </li></ul><ul><li>For those who haven’t been following the progress on the Wikipedia entry for “Relevance (Information Retrieval) “, I’d like to thank Jon Elsas , Bob Carpenter , and Fernando Diaz for helping turn lead into gold. </li></ul><ul><li>Check out: </li></ul><ul><ul><ul><li>The entry before I edited it. </li></ul></ul></ul><ul><ul><ul><li>The entry after I edited it. </li></ul></ul></ul><ul><ul><ul><li>The current entry, revised by Jon and Bob, and Fernando. </li></ul></ul></ul><ul><li>I’m proud of The Noisy Channel community for fixing one of the top two hits on Google for “relevance” . </li></ul>http://thenoisychannel.com/2008/05/31/your-input-really-is-relevant/
    13. Blogging http://www.innovationfactory.nl/blog/wp-content/uploads/2008/07/blogging.JPG
    14. You don’t have to blog <ul><li>Why Do I Blog? </li></ul><ul><li>October 5th, 2008 · 2 Comments · General · Edit </li></ul><ul><li>Steve Hodson wrote a fun post today entitled “ So You Want To Be A Rich And Famous Blogger Eh ” in which he tries to classify bloggers who write in order to be read beyond their immediate family and friends. I often forget that most people who blog aim to make money from it–an aim in which I suspect few people succeed. Most writers didn’t make much money (if any!) before there were blogs, and blogs didn’t change the basic rules of attention economics. If I read Hodson correctly, I’m a Louis Gray kind of blogger: my only “economic” gain from blogging is reputation… </li></ul>http://thenoisychannel.com/2008/10/05/why-do-i-blog/
    15. But you need to know about blogs <ul><li>Monthly blog readership up more than 300% from 2004 to 2008 </li></ul><ul><li>Majority of blog readers use blogs to find purchase information </li></ul><ul><li>Which purchasing decisions? </li></ul><ul><ul><li>31% Technology and Consumer Electronics </li></ul></ul><ul><ul><li>15% Media and Entertainment </li></ul></ul><ul><ul><li>14% Games/Toys and/or Sporting Goods </li></ul></ul><ul><ul><li>12% Travel </li></ul></ul><ul><ul><li>11% Automotive </li></ul></ul><ul><ul><li>10% Health </li></ul></ul><ul><li>48% of blog readers are 18-34 years old </li></ul><ul><li>45% of blog readers from households with $75k+ annual income </li></ul><ul><li>25% of all blog readers trust ads they see on blogs </li></ul><ul><li>40% of all blog readers click on ads they see on blogs </li></ul>October 2008 JupiterResearch study of United States users, conducted for BuzzLogic http://profy.com/2008/10/28/study-proves-blogs-influence-online-population-once-again/
    16. Some blogs you should recognize by name <ul><li>Ars Technica </li></ul><ul><li>Boing Boing </li></ul><ul><li>CNN Political Ticker </li></ul><ul><li>Daily Kos </li></ul><ul><li>Engadget </li></ul><ul><li>Gawker </li></ul><ul><li>Gigazine </li></ul><ul><li>Gizmodo </li></ul><ul><li>Huffington Post </li></ul><ul><li>I Can Has Cheezburger? </li></ul><ul><li>Lifehacker </li></ul><ul><li>Mashable </li></ul><ul><li>Official Google Blog </li></ul><ul><li>Perez Hilton </li></ul><ul><li>PostSecret </li></ul><ul><li>ReadWriteWeb </li></ul><ul><li>Seth Godin </li></ul><ul><li>Smashing Magazine </li></ul><ul><li>TechCrunch </li></ul><ul><li>The Caucus </li></ul>http://www.technorati.com/pop/blogs/
    17. Technology Blog / News Aggregators
    18. Do you care to comment? http://imgs.xkcd.com/comics/youtube.png
    19. Practical comments about comments <ul><li>Comments are often the most open entry points into the conversation of the blogosphere. </li></ul><ul><li>A well-written comment on a well-read blog is an most effective form of online publication. </li></ul><ul><li>Commenting is less of a commitment than blogging. </li></ul><ul><li>Use comments to drive traffic—but only when it is appropriate. </li></ul>
    20. Social Networks http://www.v4technical.co.uk/images/v4_social_networks.jpg
    21. Are social networks a fad? http://www.phdcomics.com/comics/archive/phd062307s.gif
    22. Fiddle faddle, those are good numbers! http://www.alleyinsider.com/2008/3/facebook_ready_to_pass_myspace_in_worldwide_traffic
    23. But are they matters of consequence? http://www.angelfire.com/hi/littleprince/images/businessman.jpg
    24. Should we keep it professional? LinkedIn’s simple philosophy: Relationships Matter Your professional relationships are key to your professional success.
    25. Informal poll of CTOs and senior technologists <ul><li>Almost all use LinkedIn to </li></ul><ul><ul><li>recruit and be recruited </li></ul></ul><ul><ul><li>track professional acquaintances </li></ul></ul><ul><ul><li>research people they are about to meet / just met </li></ul></ul><ul><li>Many on Facebook for personal use </li></ul><ul><ul><li>peer pressure from younger relatives </li></ul></ul><ul><li>Early adopters using Facebook for business </li></ul>
    26. But keep it professional! http://www.geekculture.com/joyoftech/joyimages/1041.gif
    27. Twitter http://koltner.com/thumper026.jpg &quot;Why, don't you know? They're twitterpated.&quot;
    28. Micro-blogging <ul><li>Micro-blogging is a form of multimedia blogging that allows users to send brief text updates (say, 140 characters or fewer) or micromedia such as photos or audio clips and publish them. </li></ul><ul><li>These messages can be submitted by a variety of means, including text messaging, instant messaging, email, MP3 or the web. </li></ul>http://en.wikipedia.org/wiki/Micro-blogging
    29. Who cares? http://twitterfacts.blogspot.com/2008/09/3-million-twitter-users.html 4M+ users and rapidly growing
    30. Real companies are using Twitter http://images.businessweek.com/ss/08/09/0908_microblog/
    31. A watershed moment for Twitter
    32. Three personal stories
    33. Syndicating my blog to a larger audience
    34. Serendipitous customer support—and PR
    35. Networking by “crashing” conversations
    36. Caution: Twitter is a work in progress Scaling issues—both for servers and for user attention.
    37. Final Thoughts <ul><li>The current social media may be transitionary, but the concept is here to stay. </li></ul><ul><li>Social media offer daunting information access challenges and opportunities. </li></ul><ul><li>You don't need to &quot;join the conversation&quot;, but you need to be aware of it. </li></ul>
    38. Thank you <ul><li>communication 1.0 </li></ul><ul><li>email: [email_address] </li></ul><ul><li>communication 2.0 </li></ul><ul><li>blog: http://thenoisychannel.com </li></ul><ul><li>twitter: http://twitter.com/dtunkelang </li></ul>