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

Facebook

MySpace

Twitter

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