Social Web .20 Class Week 6: Lightweight Authoring, Blogs, Wikis


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Week 6 slides from the class "Social Web 2.0" I taught at the University of Washington's Masters in Communication program in 2007. Most of the content is still very relevant today. Topics: Lightweight authoring, blogs, and wikis

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Social Web .20 Class Week 6: Lightweight Authoring, Blogs, Wikis

  1. 1. Social Web 2.0 Implications of Social Technologies for Digital Media Shelly Farnham, Ph.D. Com 597 Winter 2007
  2. 2. Week 6 <ul><li>Lightweight Authoring in Social Context </li></ul><ul><li>From Blogs to Wikis </li></ul>
  3. 3. Class next week? <ul><li>Have on holiday </li></ul><ul><ul><li>My house? </li></ul></ul><ul><ul><li>News lab? </li></ul></ul><ul><li>Tuesday </li></ul><ul><li>Attendance, papers and grades (hand back) </li></ul>
  4. 5. Web 2.0 … The Maching is Us/ing Us <ul><li>http:// </li></ul>
  5. 6. Creating Content Online Pew: User online activity     Send or read e-mail 91 6-Dec Use a search engine to find information 91 Dec-06 Buy or make a reservation for travel  63 Aug-06 Watch a video clip or listen to an audio clip 56 Nov-04 Read someone else’s online journal, web log or blog² 39 Jan-06 Upload photos to a website so you can share them with others online 37 Aug-06 Play online games* 35 Aug-06 Create content for the internet 19 Nov-04 Take material you find online—like songs, text or images—and remix it into your own artistic creation 18 Jan-05 Use an online social networking site like MySpace, Facebook or Friendster* 16 Aug-06 Create or work on your own online journal or weblog³ 8 February-April 2006
  6. 7. New affordances <ul><li>Tools for lightweight authoring </li></ul><ul><ul><li>Home pages </li></ul></ul><ul><ul><li>Blogs (Wordpress, Blogger) </li></ul></ul><ul><ul><li>Wikis (Wikipedia, Wetpaint) </li></ul></ul><ul><ul><li>Photosharing (Flickr) </li></ul></ul><ul><ul><li>Video (YouTube) </li></ul></ul><ul><ul><li>Profiles (in social networking sites) </li></ul></ul><ul><li>Sharing/notifications mechanisms </li></ul><ul><ul><li>Email, social newtorks, RSS </li></ul></ul><ul><li>RSS Aggregators (Google Reader, Bloglines) </li></ul><ul><li>Vertical search/news (Technorati) </li></ul><ul><li>Easy/cheap digital photo/digital video </li></ul>
  7. 8. Democratization of Content
  8. 9. The Power of Lightweight Authoring and Syndication <ul><li>Social contributions with individual benefits </li></ul><ul><li>Content editable </li></ul><ul><li>Up to date, with notifications of changes </li></ul><ul><li>Rapid proliferation of ideas </li></ul><ul><li>Content as feeds or web services </li></ul><ul><li>Remixing </li></ul>
  9. 10. Age of Remix <ul><li>Taking digital content that already exists </li></ul><ul><li>Modify </li></ul><ul><li>Reshare </li></ul><ul><li>Issues: </li></ul><ul><ul><li>Licensing </li></ul></ul>
  10. 11. Creative Commons
  11. 15. A closer look at blogs <ul><li>Time based entries </li></ul><ul><ul><li>Journal like </li></ul></ul><ul><ul><li>Time stamp </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Increasingly media rich </li></ul></ul><ul><li>Really Simple Syndication </li></ul><ul><li>Blog rolls </li></ul><ul><li>New trend to combine with social networks </li></ul><ul><li>Trackbacks </li></ul><ul><li>Mobile integration </li></ul>
  12. 16. Technorati <ul><li>Search world “live” web </li></ul><ul><li>Dynamic and always-updating </li></ul><ul><li>Citizen media </li></ul>
  13. 19. <ul><li>55% posting three months after they create it </li></ul><ul><li>3.9 million update their blogs weekly </li></ul>
  14. 20. Who blogs? And Why? <ul><li>Not just a pesonal joural </li></ul><ul><li>Tool for sharing </li></ul><ul><li>Pundits receive most attetion, but small blogs with small audience much more common </li></ul>Nardi et al., Herring et al.fs
  15. 21. Who blogs, and why? From Herring et al.
  16. 22. What people are doing in blogs
  17. 23. A closer look Wikis <ul><li>Collective knowledge/wisdom of the crowds </li></ul><ul><li>Unlike blogs, static pages </li></ul><ul><ul><li>Emphasis on static info, not recent/updated news </li></ul></ul><ul><li>Editable </li></ul><ul><li>History of edits, with who edited </li></ul><ul><li>Roll back feature very important </li></ul>
  18. 26. WetPaint <ul><li>Wysiwig Wiki </li></ul><ul><li>Includes Blogs, social networks </li></ul>
  19. 27. Visualizing large scale collaboration
  20. 28. Blog Issues <ul><li>Spam blogs </li></ul><ul><li>Spings </li></ul><ul><li>Rapid proliferation vs. fadism/lack of rigor? </li></ul><ul><li>Fragmentation </li></ul>
  21. 29. Photosharing -- Flickr <ul><li>The social in photo </li></ul>
  22. 31. YouTube – the new revolution <ul><li>Founded Feb 2005 </li></ul><ul><li>Destination property, users watch 70 million videos daily </li></ul>
  23. 33. New emerging genres <ul><li>Play around user generated content </li></ul>
  24. 34. Unique aspect of youtube genre <ul><li>Get immediate to the point </li></ul><ul><li>Context, competition for attention </li></ul><ul><li>Programming </li></ul><ul><li>Timestamped tagging/text overlay </li></ul>
  25. 35. Issues with user generated rich media <ul><li>Photos/video not searchable </li></ul><ul><ul><li>(tagging, ESP game) </li></ul></ul><ul><li>Sharing/replay </li></ul><ul><li>Taxonomies for search and retrieval </li></ul><ul><li>Structuring (play lists, channels) </li></ul><ul><li>Moderating for adult content </li></ul><ul><li>Other? </li></ul>
  26. 36. (If time) Usage Discussion <ul><li>Go to wikipedia and add some content in area you are well versed </li></ul><ul><ul><li>(just a sentence or two) </li></ul></ul><ul><li>Flickr </li></ul>
  27. 37. Target users tips <ul><li>Pew Internet Reports always good </li></ul><ul><li>Look for any market research </li></ul><ul><li>Careful examination of users in competing project </li></ul><ul><li>Brief questionnaire, send around to friends </li></ul><ul><ul><li>Super easy using </li></ul></ul><ul><ul><li>Up to 50 responses for free </li></ul></ul><ul><ul><li>Usually 25% response rate </li></ul></ul><ul><ul><li>Produces reports for you </li></ul></ul>
  28. 38. Project Team Lab: Assessing Target Users <ul><li>In a business model “Market Analysis” </li></ul><ul><li>Assessing Target Users: </li></ul><ul><li>There are a number of ways to assess your target users. The first is to explore current research already published. The second is to systematically evaluate your target users’ current uses of related existing technologies. The third is to perform your own research directly through a series of interviews or by conducting a brief questionnaire. The most appropriate method will depend on your project. (~5 pages power point presentation, 500 words written max in spec.) </li></ul>
  29. 39. Example study target users… <ul><ul><li>Study leading up to Wallop deployment: </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>We had observed anecdotally in a local community of friends, comprised of urban Seattleites, that people were integrating technology into their social lives in a manner contrary to prevailing expectations. We wanted to explore more formally for this population the following questions: 1) to what extent were people communicating with geographically co-located friends through Internet technologies such as email and IM, 2) what were the primary goals of using Internet technology to communicate with co-located friends, and 3) did the use of Internet technology have a negative or positive impact on the quality of people’s friendship relationships. We recruited people at a social gathering to complete the “Technology and Social Life Questionnaire” in exchange for a free drink ticket. Participants were told that we were interested in exploring how people use technology in their social lives. 46 people, 21 men and 23 women, completed the questionnaire. On average, they were 30 years of age (SD = 4.0), and 80% had four or more years of education. </li></ul></ul><ul><ul><li>In our questionnaire we found that a socially active group with almost 100% penetration of Internet access tended to actively integrate Internet technology into their social lives, much as they actively integrate telephone technology. They used emails and mailing lists in particular to communicate primarily with people who are geographically co-located. They reported spending as much time emailing friends as they did on the phone. Those who used digital cameras used email to share photos with friends at least once a week. The primary reasons listed for emailing friends was to keep up to date with them and keep abreast of social occasions. </li></ul></ul><ul><ul><li>People reported using email and mailing lists as much as phone conversations to plan their social activities. Use of technology did not appear to negatively impact the quality of people’s friendship relationships. Rather, the more they used email and mailing lists in their social lives, the greater their reported friendship intimacy, sense of community, and friendship satisfaction, and the greater the proportion of their free time they spent socializing. </li></ul></ul><ul><ul><li>It is clear that the integration of technology with one’s social life may be a positive experience, enabling friends to keep up to date with each and plan social occasions more easily than they may do so through other forms of communication. We decided to design a social application for a geographically co-located social network whose primary goals for social software are to keep up to date with each other, sharing their experiences and maintaining their social circle. </li></ul></ul>
  30. 40. Example brief market analysis <ul><li>This is for Reality Allstarz – too short: </li></ul><ul><li>According to the Pew Internet and American Life Project (Pew, 2006), 73% of American adults go online, out of which about a 30% play online games, 20% create online content, and 10% go to sites to seek out and meet others. The market for social networking sites is quite large, with over 100 million using MySpace, an estimated 80% of total using social networking sites (see Mashable, 2006 and Rosmarin, 2006), YouTube delivering over 100 million videos a day, and about 1.5 million people using 43 Things. The online casual gaming industry generated over 400 million dollars in advertising revenue in 2006. Social networking and casual game users are always eager to find new venues for social play as they habituate to existing networks and games. </li></ul><ul><li>The target market for RealityAllStarz is anyone who goes online to meet and share with others: typically people who are in a life stage of expanding and maintaining their social circles, 18 to 45 years of age, male and female. We expect three kinds of users to participate in Waggle Laboratory properties: participant content producers, observers, and lurkers. For every participant content producer, we expect approximately twenty observers who are members but largely participate only through ratings and comments, and one hundred lurkers who only consume the media, without posting any content, commentary, or even joining the site. </li></ul>
  31. 41. Best of the Best Business Plans
  32. 42. From online winning business plan (
  33. 44. Next week project lab: <ul><li>Storyboard and wireframe your system: </li></ul><ul><li>First you will identify one or two key user scenarios from end to end. Then you will storyboard your system as it will address these one or two key user scenarios. You will then do a wireframe sketch of one or two pages of your storyboard. It is important to scope the scale of this project so that you can tell your entire story in about fifteen minutes. </li></ul>
  34. 45. Identity Key User Scenario <ul><li>Describes user sequence for a particular user, but not specific features. </li></ul><ul><li>Example for group mobile messaging system with photo sharing: </li></ul><ul><li>Jane is having an impromptu dinner party on a Friday night. She creates a dynamic communication group &quot;Jane's Dinner Party&quot; of her friends with her mobile phone, and invites them.   The group of friends she invites for the dinner party use the communication group to organize rides prior to the dinner, and to share photos after the dinner.   One of her guests brings a friend.  Jane easily adds the friend to the communication group at the dinner party.  Several people take pictures on their camera phones and share them with the group.   Two weeks later, one of the people at the Jane's dinner party is organizing a new year's party. He wants to make a new group with most, but not all, of the original group, as well as additional people. He quickly makes a group using Jane's dinner party list, and then adds and removes a few people. </li></ul>
  35. 46. Traditional Story Board <ul><li>Sequence of scenes </li></ul>
  36. 47. Story Board for Web Site <ul><li>Sequence </li></ul><ul><li>Interaction capabilities means more flow chart </li></ul>
  37. 52. Storyboarding tips <ul><li>Use key user scenario to assure have primary pages in story board </li></ul><ul><li>Start with sticky notes on white board, then take picture and convert </li></ul><ul><li>Think through sequence of events, arrows appropriately </li></ul><ul><li>Minimal clicks possible </li></ul><ul><li>Always clear to user where to go next in sequence – don’t overpower with a million options, 1 to 3 </li></ul><ul><li>Visio? Photoshop </li></ul>
  38. 53. Wireframes <ul><li>Line drawings of user interface </li></ul><ul><li>Key pages in user scenario </li></ul><ul><li>Focus is on interaction design, not on making too pretty </li></ul><ul><li>Start with sketches </li></ul><ul><li>Then do in visio/photoshop </li></ul><ul><ul><li>Tendency to “overload” pages </li></ul></ul><ul><ul><li>Important to see if feasible to fit it all on one page </li></ul></ul>
  39. 54. Raw sketches
  40. 59. <ul><li>Sidekick style eventing tool </li></ul>