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Blogging @Work & The Corporate Attention Economy


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Summary of Yardi, et. al article, Blogging at Work & The Corporate Attention Economy. Presented on July 14, 2009 in MCDM course COM 597.

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Blogging @Work & The Corporate Attention Economy

  1. 1. Blogging @Work & The Corporate Attention Economy [Yardi, Golder, Brzozowski]<br />Presented by: <br />Sophia Agtarap <br />@sophiakristina<br />7.14.09 <br />COM 597, Summer 2009<br />
  2. 2. Attention economy Defined<br />an approach to the management of information that treats human attention as a scarce commodity, and applies economic theory to solve various information management problems1<br />In an information-rich world, the wealth of information means a dearth of something else: a scarcity of… the attention of its recipients (Herbert Simon, 1969).<br />If the Web and the Net can be viewed as spaces in which we will increasingly live our lives, the economic laws we will live under have to be natural to this new space…What counts most is what is most scarce now, namely attention (Goldhaber, 1997)2<br />1<br />2<br />
  3. 3. Guiding questions<br />We know how attention economy works on the web. How does it play out at work ?<br />What are the breakdowns in the corporate attention economy?<br />How does the corporate attention economy differ from the social web?<br />How do these differences affect attitudes toward blogging among employees at FeamCo?<br />How does blog readership influence the community?<br />How does blogging impact corporate culture and vice versa?<br />
  4. 4. The Study<br />SITE: Large internal corporate blogging community @ FeamCo<br />TIME: Analyzed log files from server over 12-month period from 7/07-7/08, phone interviews over 6 weeks in 2008<br />PARTICIPANTS: 96 employees worldwide: 76 Male, 21 Female, 9 managers, 3 VPs<br />
  5. 5. Method: Log File Analysis<br /><ul><li>Analyzed log files containing 3.6 million lines (over 4.4 before removing bots and maintenance hits)
  6. 6. Identified over 100 unique blogs, over 1,000 non-anonymous blogger authors, over 10,000 readers.</li></li></ul><li>Method: Interviews<br /><ul><li>Participants selected from database of employees who are active <1 on FeamCo’s social media tools
  7. 7. Sent 786 emails, received 143 responses
  8. 8. Participants were asked:
  9. 9. How active in blogging community?
  10. 10. Perceived readership of blog & perceived readership of other blogs
  11. 11. How satisfied w/ readership?
  12. 12. Attitudes toward bogging</li></li></ul><li>Findings: Behavior & attitudes<br />(n=96)<br />Table 3: Self reported activity relative to other forms of corporate media<br />Table 4: Attitudes towards internal blogs<br />Table 5: Perceived readership of blogs (own blog or others if not author)<br />
  13. 13. FINDINGS: Correlation <br />Can’t infer causality between behavior and attitude<br />No significant relationship between blog attitudes and start date<br />Surprised no significant relationship between blog attitudes and start date or gender<br />
  14. 14. Findings: 90/10 rule at work<br />Confirmed a power law curve in direct hits by blog<br />For every 1 post, about .006 comments and 77.5 hits<br />1% posts<br />.1% comments<br />98.9% reads<br />
  15. 15. Findings: Temporal Patterns<br />Email priority<br />At the end of the day, email and blog writing drops, blog reading rises<br />Sr. level employee’s blog peaks during 9-5 workday<br />Prolific blogger’s traffic more evenly spread throughout day<br />
  16. 16. Conclusion<br />Most influential factor of internal corporate blogging: recognition<br />Need sense of metrics or management buy-in similar to external web analytics<br />Knowledge sharing at work is complex<br />
  17. 17. Before implementing…<br />Understand dynamics of attention allocation in workplace vs. social web<br />Target attention allocation (supply/demand, divert reader to relevant material)<br />Provide feedback mechanism<br />Understand nuances of social vs. work blogging<br />
  18. 18. Future study<br /><ul><li>Growth opportunities of blogging in corporations.
  19. 19. Do tools outweigh costs?
  20. 20. Should management invest in employee time and IT infrastructure costs to support blogging?
  21. 21. How much of internal blogging is social vs. work-related?
  22. 22. Can we measure value of social interactions that may take place?</li></li></ul><li>References<br />Yardi, S., Golder, S. A., and Brzozowski, M. J. (April 2009). Blogging at work and the corporate attention economy. In Proceedings of the 27th international Conference on Human Factors in Computing Systems (Boston, MA, USA, April 04 – 09, 2009). CHI ‘09. ACM, New York, NY, 2071-2080. DOI=<br /><br /><br />