The document discusses the significance and dynamics of the social web, emphasizing the importance of creating a shared language among users to cope with rapid changes and fragmentation. It outlines the functionalities of social networks and social media, highlighting their role in facilitating conversations and knowledge sharing among interconnected individuals. Additionally, it touches on various technologies associated with Web 2.0 and the evolving nature of social software while acknowledging potential challenges like spam and trolls.

1. Introduction to the
Social Web
June 28, 2010

2. Facebook
more than once a week
more than once a month
Warm Up never
LinkedIn
Used it in the last month
Updated my profile in the last year
No LinkedIn profile
Twitter
Retweets and hash tags and bit.lys, oh
my!
I Tweet sometimes but mostly I
Follow
No Twitter
Blogs
Write regularly
Read every day
Read blogs sometimes
No blogs

3. A Vision of Students Today video source: http://www.youtube.com/watch?v=dGCJ46vyR9o

4. Why is the Social Web
important to you?
Check In
Is the Social Web a
Chia Pet?

5. A Shared Language
for the Social Web

6. Shared Every person comes to a group
with different experience.
Language To join a culture, each person
must learn the Shared
Language of that culture.

7. Shared Language
Every culture creates for itself a Shared
Language
The process of creating a Shared
Language is essential for group formation
We already have Shared Language
Opening Circle
Check In
Appreciation
Chia Pet
The purpose of this workshop is to begin
to create a Shared Language for the
Social Web

8. View from 40,000 feet
This workshop can only offer a view of
the Social Web from 40,000 feet
But from here we can learn the shape
of the landscape
And together create a Shared
Language of names for the Landmarks

9. The Firehose
This workshop will also be a bit of a
firehose
I will be presenting a lot of
information
Your goal is not try to understand it
all, but to better understand what you
don’t understand
Focus on the language and the words

10. The Iceberg
Even in my full BGI Social Web
course I can only teach just the tip of
the iceberg
But I will act as your guide to get a
glimpse of how deep this topic can
be
Think about where you wish to dive
deeper in future workshops

11. So what is the problem we are
trying to solve?
The Problem Rapid Change!

12. Rapid Change
So what is changing?
Product Proliferation

13. Rapid Change
So what is changing?
Product Proliferation
Media Proliferation

14. Rapid Change
So what is changing?
Product Proliferation
Media Proliferation
Access Proliferation

15. Rapid Change
So what is changing?
Product Proliferation
Media Proliferation
Access Proliferation
Fragmentation & Disintermediation

16. Rapid Change
So what is changing?
Product Proliferation
Media Proliferation
Access Proliferation
Fragmentation & Disintermediation
Rise of Active Participation

17. Rapid Change
So what is changing?
Product Proliferation
Media Proliferation
Access Proliferation
Fragmentation & Disintermediation
Rise of Active Participation
Demand for Authenticity

18. Rapid Change
So what is changing?
Product Proliferation
Media Proliferation
Access Proliferation
Fragmentation & Disintermediation
Rise of Active Participation
Demand for Authenticity
The Long Tail

19. Rapid Change
So what is changing?
Product Proliferation
Media Proliferation
Access Proliferation
Fragmentation & Disintermediation
Rise of Active Participation
Demand for Authenticity
The Long Tail
Exponential Times

20. Rapid Change
So what is changing?
Product Proliferation
Media Proliferation
Access Proliferation
Fragmentation & Disintermediation
Rise of Active Participation
Demand for Authenticity
The Long Tail
Exponential Times
Climate Change

21. There is only one way to
Joining the manage this rapid change
Conversation Find others to help you!
Join the
Conversation!

22. The Social Web
So where is this place that we are going
to converse? It’s called the Social Web
So what is the Social Web?
It is Social Networks of people having
conversations
Who are sharing Social Media
It functions using Social Software
applications
And takes advantage of the toolchest of
open technologies called Web 2.0

23. So what are
Social Networks?
Social Networks “A web of interconnected people
who directly or indirectly interact
with or influence each other.”
— anonymous

24. Social Networking in Plain English video source: http://commoncraft.com/video-social-networking

25. Social Networks
So what are Social Networks?
“A web of interconnected people who
directly or indirectly interact with or
influence each other.”
The web of connections that make up
the structure of a Social Network are as
important as the nodes
The information that flows through
these relationships are two-way, i.e. they
are conversations

26. Social Networks
Types of Relationships?
Kinship
Friendship
Financial exchange
Common beliefs
Common interests
Common culture

27. Social Networks
Why are Social Networks so
powerful?
Connections are exponential
Tier Three people are those that
influence hundreds
Tier Two people are those that
influence thouse hundreds, and thus
influence thousands
Tier One people are those that can
influence ten’s of thousands

28. Social Networks
However, the hierarchy above doesn’t
accurately describe what really
happens
Every Tier One influencer is surrounded
by other people
Even a small Tier Three people can have
strong influence on Tier Ones, thus have
influence on thousands
Social networks are fractal

29. Social Networks
Also, the interactions between
different social networks may not be
intuitively obvious
People can connect the social
networks in many different ways

30. Social Networks
These are are some of the people
that are between the networks
Connectors — connect people to each
other
Mavens — connect people through
sharing knowledge
Influencers — Use knowledge to engage
and persuade

31. An social network example

32. Social
Networks Is Facebook a Social
Network?

33. Social Networks
Facebook is not a Social Network
Facebook offers services to Social
Networks
Thus it is more properly a Social
Networking Service
It is is Facebook’s interest to claim they
are the Social Network
If Facebook were to close today, the
Social Networks it serves would still exist

34. So what is Social Media?
“The online technologies and
Social Media practices that people use to share
opinions, insights, experiences,
and perspectives with each
other.”— anonymous
News & Stories
Places & Events
Speech & Audio
Photos & Videos

35. Parking Lot Indicator

36. Social Media
Above all, Social Media is about
conversations
They are personal and authentic
They are vibrant and emergent
They are two-way — you must listen
then respond
They can’t be controlled or organized
without losing their value

37. Social Media
Five Rules of Conversation
— doc searls
The purpose of conversation People in conversations
is to create and improve don’t repeat the same thing
understanding — not to over and over — they move
“deliver messages” on
Conversations are about
There is no “audience” in listening and talking, not
conversation, only partners announcing
Conversation is live, and
constantly moving and
changing

38. Social Media
Social Media as an umbrella term
does not include all of the Social Web
In fact, much of the abuses of the Social
Web are cause by old-style Madison
Ave. marketing
They are attempting to co-opt the Social
Web by returning it to be a one-way
medium
For Social Media to be effective, it must
be two-way, i.e. conversational

39. Tell of an example of use
Social of Social Media that you
Networks love?
How about Social Media
use you hate? (i.e. what's an
annoying/marketing/self-
promoting use of social media
that drives you nuts?)

40. So what is Social Software?
Social Software “Software that supports group
interaction.”
— clay shirky
“Software that supports, extends,
or derives value from human
social behavior.”
— tom coates

41. Social Software
So what are some kinds of social
software?

42. Forums &
Blogs Online
Communities
Social
Networking Media Sharing
Services
Podcasts Life Streaming

43. Blogs
What is a “Blog”?
“A frequent and chronological
publication of personal thoughts,
pictures and weblinks”

44. Blogs in Plain English video source: http://commoncraft.com/blogs

45. Blogs
As a collective, the blogosphere rivals
any mass media in terms of reach,
time spent, and their wider cultural,
social and political impact.
Blogging today must be embraced
whether you are a technologist, a
marketer, advertising professional,
content producer, or a teacher.

46. Social Software
Dark Side of Social
Software

47. Social Software
Dark Side of Social
Software
Software that gets
spammed
-- clay shirky

48. Social Software
Dark Side of Social
Software
Software that gets
spammed
-- clay shirky
Software that gets trolls
-- sunir shah

49. Social Software
Dark Side of Social
Software
Software that gets
spammed
-- clay shirky
Software that gets trolls
-- sunir shah
Software that gets you laid
-- jamie zawinski

50. So what is Web 2.0?
“The technology and web design
Web 2.0 to enhance creativity, information
sharing, and collaboration among
users”— anonymous

51. The Machine is Us/ing Us video source: http://www.youtube.com/watch?v=NLlGopyXT_g

52. The Social Web
So what are the technologies of
Web 2.0?
Open Data Formats
RSS, HTML, XML, Atom, ...
Open APIs
REST, Ajax, OpenID, oAuth, ...
Open Approaches
Form≠Content, Mashups, Aggregation,
Filtering, Tagging, Folksonomy, ...

53. The Social Web http://www.mirnabard.com/2010/02/15-categories-of-social-media/

54. Social Media Glossary http://www.socialbrite.org/sharing-center/glossary/

55. Social Media Revolution 2 (refresh) video source: http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

56. Questions?
Feedback?
ChristopherA@LifeWithAlacrity.com

57. A Vision of Students Today
KEYQUOTE: “This video was created by
me and the 200 students enrolled in
ANTH 200: Introduction to Cultural
Anthropology at Kansas State University,
Spring 2007. It began as a
brainstorming exercise, thinking about VIDEO: Wesch, M. (2007, October
how students learn, what they need to 12) Digital Ethnography, Kansas State
learn for their future, and how our University, Manhattan, KS, USA.
current educational system fits in. We Retrieved from http://
created a Google Document to facilitate www.youtube.com/watch?
the brainstorming exercise…” v=dGCJ46vyR9o or BLOG: http://
mediatedcultures.net/ksudigg/?
p=119

58. Social Networking in Plain
English
ABSTRACT: “Social Networking in Plain
English introduces the basic ideas
behind Social Networking. The video
focuses on the role of social test
networking in solving real-world
problems. The video includes: The role
VIDEO: Lefever, L. (2007, June 27)
of people networks in business and
Commoncraft, Seattle, WA USA.
personal life; The hidden nature of real-
Retrieved from http://
world people networks; How social
commoncraft.com/video-social-
networking sites reveal hidden
networking
connections; The basic features of social
networking websites.”

59. Blogs in Plain English
ABSTRACT: “A video for people who
wonder why blogs are such a big deal.
VIDEO: Lefever, L. (2008, March 5)
This is a short introduction to blogs -
Commoncraft, Seattle, WA USA.
how they work and why they matter.”
Retrieved from http://
commoncraft.com/blogs

60. The Machine is Us/ing Us
(Final Version)
POETIC TRANSCRIPT: “We Are the
Web, When we post and then tag
pictures, teaching the Machine to give
names, we are teaching the Machine.,
VIDEO: Wesch, M. (2007, May 08)
Each time we forge a link, we teach it
Digital Ethnography, Kansas State
an idea. Think of the 100 billion times
University, Manhattan, KS, USA.
per day humans click on a Web page,
Retrieved from http://
teaching the Machine”
www.youtube.com/watch?
v=NLlGopyXT_g

61. Social Media Revolution 2
(refresh)
ABSTRACT: “Social Media Revolution 2
is a refresh of the original video with
new and updated social media &
VIDEO: Qualman, E. (2010, May 27)
mobile statistics that are hard to ignore.
Socialnomics. Retrieved from http://
Based on the book Socialnomics by Erik
www.youtube.com/watch?
Qualman.”
v=lFZ0z5Fm-Ng

62. More resources…
http://delicious.com/christophera/
bgimgt566sx/unit1