The document discusses how Maslow's hierarchy of needs applies to social media use and how it intersects with Gartner's hype cycle. It provides an outline of Chris Anderson's theory of the long tail, which describes how culture and economies are shifting focus from a small number of popular hits to a huge number of niches in the tail as distribution constraints are reduced. Learners are asked to consider how the theories link together and to identify where else the long tail principle can be seen.

1. The Social Media Hierarchy of Needs and The Long Tail 13MS 13.12.10

3. Maslow’s Hierarchy of Needs

4. Antonios’ Social Media Hierarchy of Needs

5. Gartner’s Hype Cycle

6. 2010 Gartner’s Hype Cycle

7. Can you see how they link? Fill in your hierarchy of needs worksheet and consider which points might correspond to the Gartner Hype Cycle.

8. The Long Tail A Brief outline of Chris Anderson’s Theory of the Long Tail. Anderson, C., 2006, The Long Tail, London: Random House.

12. Where else can you see the long tail? Identify as many institutions or media sectors as possible who employ the long tail theory.