Download - Lecture Jan 20 2010
Insights and opportunities in social media
Class 3
Questions from Last Week and/or Reading?
Assignments?
Social media platforms
Content vs. Media
Content vs. Media
Social networks
Content development
First seeds
Within-network sharing
Established communities
Media placement
Blogging/Microblogging
Heavy influencer activity
More organic and open than ‘networks’
But, linkable to / from networks
Quick easy access for rapid response
Search-engine compatable
“Wisdom of crowds”The averaged results of a group of individuals’ inputs are better than the best independent expert.
Social bookmarking
Content seeding and amplification
Success metric
Tracking
Wikis
Open collaboration and transparency with consumers- Creative- Innovation- Q&A
AMATEUR
AMATEURAMATEUR
AMATEUR
Production sharing
Content development and sharing
“Unofficial” content home
Contest / promo collaboration
Identifying influencers
Ten years ago…
Entertainment
Media placement
Branded content / entertainment / Product placement
Show sponsorships
Reviews/Ratings
Buzz
Monitoring / research
PR / crisis management
Influencer / Advocate identification
Work/Collaboration
Internal project sharing
Controlled collaboration
Project / file management
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Inviting and responding to conversations directly with
people on their terms
Giving people access to media
content and helping them
create and share
Giving people access to
more information
and helping them share
Branded partnerships for
driving awareness and
creating associations
community expression collaboration entertainment
Roles of Social Mediums
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Community Expression Collaboration Entertainment
Facebook 5 3 3 2
MySpace 4 4 2 3
Twitter 4 5 3 2
Blogs 3 5 2 1
YouTube 3 5 3 5
Flickr 3 5 3 4
Bookmarks 2 3 5 2
Video 2 3 2 5
Community Expression Collaboration Entertainment
MySpace
Blogs
YouTube
Flickr
Bookmarks
Video
Community Expression Collaboration Entertainment
Roles of Social Mediums Applied
Some relevant social psychological principles
Social psychology is the study of how individuals think, feel, and behave in regard to other people and how individuals’ thoughts, feelings, and behaviors are affected by other people.
Social identity theory
Social identity theory
popularity
groups
Psychological Reactance
Idiosyncratic Credits
Deindividuation
Pluralistic Ignorance
“a situation where a majority of group members privately reject a norm, but assume (incorrectly) that most others accept it”
Katz and Allport, 1931
OR
“the situation where 'no one believes, but everyone thinks that everyone believes’”
Krch and Crutchfield, 1948
Brainstorming
We don’t really realize it, but when we walk into a
brainstorm group the chips are stacked against
usMeta-analysis shows that brainstorming groups are only HALF as productive as an equal number of individuals working alone
(Mullen et al., 1991)Rather than being inspired by each other and
building on each other’s ideas, people brainstorming in a group underperform (Brown
& Paulus, 1996; Paulus & Paulus, 1997)
Brainstorming
This seems to fly in the face of what we have seen in terms of the effectiveness of group brainstorming!
Taken at face value, Alex Osborn’s brainstorming rules appear to be effective
Express ALL ideas as they come to mind
The MORE ideas the better
Don’t FILTER ideas and don’t CRITICIZE other’s ideas
All ideas belong to the GROUP
Brainstorming
So, why doesn’t it work as well as we think?
production blocking
free riding
evaluation apprehension
performance matching
Loss of productivity while waiting to speak
Loss of motivation as others contribute
Presence of others suppresses off-the-wall ideas
Work only as hard as others seem to work
Sources: Stroebe & Diehl, 1994; Kerr & Brunn, 1983; Camacho & Paulus, 1995; Paulus & Dzindolet, 1993
Brainstorming
SOCIAL BRAINSTORMING provides an analogy for how to improve brainstorming
Sources: Gallupe et al., 1991; Paulus et al., 1996; Roy et al., 1996; Valacich et al., 1994
Production blocking is reduced because people can share ideas whenever they want
Free riding can be reduced because each individual’s input is tracked
Evaluation apprehension is reduced because people are more anonymous
Performance matching is reduced because people spend less time focusing on others’ performances
Social Dilemmas
Cases where the best solution for an individual is counter and detrimental to the best overall solution to a group.
Prisoner’s Dilemma
Iterated Prisoner’s Dilemma
Tit for Tat
1. Always Cooperate on the First Go
2. Follow What Your Partner Did in the Last Round
Ecosystems
Competitors = HAWKS
Cooperators = DOVES
Implications in social dilemmas
2. Cooperation works longer in the long-term
3. No need to be a doormat.
1. Look long-term.
Questions?
Overview of assignment
Research using the social graph• Pick a topic• Over the last 6 months, identify:
– Major themes within the topic– Estimated size of conversation (small, medium, large) with some rationale for
why you think it’s this size– At least 1 major influencer within the conversation– Identify whether you think it’s largely positive or negative in nature– Use quotes found in the space to substantiate– Source
• Outline implications• 1 to 2 pages max• Due January 27