The document discusses how business schools have long studied social networks through alumni connections and how digital social networks have impacted media. It notes that social networks give rise to attention as a valuable resource and examines how to gain social capital, produce knowledge, social benefits, and revenue through social networks by recognizing attention's value, creating the right culture, and leveraging existing assets. The document advocates learning from other content producers and adapting to change.

1. A Brazilian perspective on social networks,
business schools and media
marcelo.coutinho@fgv.br @mcoutinho
Business Schools Media Conference
São Paulo, October 2015

7. Business School were about social
networks long before Facebook
HBS Alumni, circa 1920

8. In fact, schools gave birth to
social networks studies

9. Source: Moreno, 1934

10. Fonte: Colective Dynamics Group, Columbia University
This is what the digitalization of
social networks did for the Media

11. SourceDigital News Report 2015 – Reuters Institute

12. Fonte: Digital News Report 2015 – Reuters Institute

13. Fonte: Colective Dynamics Group, Columbia University
Is going to do the same for content
producers like us

14. History repeats itself

15. “Control” is not an option even with the
most disciplined students in the world

17. How we use this technology to gain social capital,
produce knowledge, social benefits and make
some bucks in the way?
• Recognize that attention is the most valuable
resource today

18. Source: Data Never Sleeps 2.0 – Domosphere (Google, NY Times, Apple, Cisco, The Guardian)

19. “In an information-rich world, the wealth of
information means a dearth of something else: a
scarcity of whatever it is that information
consumes. What information consumes is rather
obvious: it consumes the attention of its
recipients. Hence a wealth of information creates
a poverty of attention”.
Herbert Simon, 1971

20. Trust
Communication
Expertise
Social
Capital
Benefits
Emotional
1. Altruism
2. Competition
Operational
Financial
(reduced transaction
costs)
Adapted from Bourdieu, 1997; Goshal, 1998; Scheinkman, 2000
Social
Attention
Social Capital as “Attention Currency”

21. How we use this technology to gain social capital,
produce knowledge, social benefits and make
some bucks in the way?
• Recognize that attention is the most valuable
resource today
• Create the right culture

23. How we use this technology to gain social capital,
produce knowledge, social benefits and make
some bucks in the way?
• Recognize that attention is the most valuable
resource today
• Create the right culture
• Leverage our assets

27. We should learn from other content
producers

28. It is not the strongest of the species that
survives, nor the most intelligent, but rather the
one most adaptable to change.

29. A Brazilian perspective on social networks,
business schools and media
marcelo.coutinho@fgv.br @mcoutinho
Business Schools Media Conference
São Paulo, October 2015