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Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
MSFS 556: Social Media in Business, Development, and Government
Session #3: January 26, 2009
Gaurav Mishra
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Syllabus Version 2.0 Session #3 (January 26): – The 4Cs of Content, Collaboration,
Community and Cumulative Value. Session #4 (February 2): – It’s All About Filters.
Session #5 (February 9): – The Question of Media Literacy
Session #6 (February 23): – The Power Equation Between Individuals
and Institutions.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Reading Reactions
(20%)
Suggested Readings
Presentation (15%)
Paper (15%)
Class Participatio
n(20%)
Personal Journals (15%)
Some Connections
Research Posts (15%)
Class Blog
Class Wiki
One Time
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Here Comes Everybody by Clay Shirky
Summary of reading reactions
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Summary of reading reactions
Lauren: Will journalism become obsolete?
Corinna: Will social media increase inequality?
Teayang: Will it increase isolation?
Xiachang: Who decides the filters?
Brannon: Why do people contribute?
Francesca: How does culture change how we use technology?
Kasia: What is important news?
Sangju: So what?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Social Media 101
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Shirky’s Here Comes Everybody #1
Page 105: Communications tools don’t get socially interesting until they get technologically boring... It's when a technology becomes normal, then ubiquitous, and finally so pervasive as to be invisible, that the really profound changes happen.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikis in Plain English
Source: http://www.youtube.com/watch?v=-dnL00TdmLY
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Barcamp/ PBWiki
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Barcamp/ PBWiki
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikipedia/ MediaWiki
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikipedia/ MediaWiki
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikipedia/ MediaWiki
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikipedia/ MediaWiki
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikipedia/ MediaWiki
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikitionary
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikiquote
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikibooks
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikinews
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikisource
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
WikiHow
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
WikiAnswers
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikitravel
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wookiepedia/ Wikia
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Lostpedia/ Wikia
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
A Million Penguins
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikileaks
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
SourceWatch
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Congresspedia/ SourceWatch
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Intellipedia
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
LA Times Wikitorial
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Not Wiki: Encyclopedia Britannica
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Not Wiki: Google Knol
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Wikis in Summary
Simple or complex. Platform for public
discourse. Discussion +
history > final entry.
No final entry.
Works when contributors >> vandals.
Contributor /= author.
Why contribute?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Where Do People Find the Time?
Source: http://www.youtube.com/watch?v=AyoNHIl-QLQ & http://www.youtube.com/watch?v=jNCblGv0zjU
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
The 4Cs of Social Media
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Ridiculously Easy Group Forming
One-Way Two-Way
One-to-Many
One-to-One
Handbill Telephone
InternetTelevision
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Group Forming Networks
Sarnoff’s Law4 for n=4
Metcalfe’s Law6 for n=4
Reed’s Law11 for n=4
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Shirky’s Here Comes Everybody #2
Page 215: Small World networks have two characteristics that, when balanced properly, let messages move through the network effectively. The first is that small groups are densely populated… The second… is that large groups are sparsely connected.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Group Forming Networks The value of a network is equal to the number of
connections. Sarnoff’s Law: The value of a broadcast network is
proportional to the number of viewers (n). – 100 for n=100.
Metcalfe’s Law: The value of a telecommunications network is proportional to the square of the number of users of the system (n2). – 4,950 for n = 100.
Reed’s Law: The value of a group forming network (or a social network) increases exponentially, proportional to 2 raised to the power the number of users in the network (2n).– 1,267,650,600,228,230,000,000,000,000,000 for n=100.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Shirky’s Here Comes Everybody #3
Page 49: You can think of group undertaking as a kind of ladder of activities, activities that are enabled or improved by social tools. The rungs on the ladder, in order of difficulty, are sharing, cooperation, and collective action.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
The 4Cs of Social Media
4Cs
Content
Collaboration
Community
Cumulative Value
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
The 4Cs of Social Media
Visible
Invisible
Easy Difficult
Content
Collaboration
Community
Cumulative Value
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
4Cs of Social Media: ContentConsumers
Curators
Creators
Visible
Invisible
Easy Difficult
Content
Collaboration
Community
Cumulative Value
Contributors
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Individually: Creator
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Individually: Contributor
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Individually: Curator
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Individually: Consumer
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Shirky’s Here Comes Everybody #4
Page 123-125: Given that everyone now has the tools to contribute equally, you might expect a huge increase in equality of participation. You’d be wrong… There are two big surprises here. The first is that the imbalance is the same shape across a huge number of different kinds of behaviors... The second surprise is that the imbalance drives large social systems rather than damaging them.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
The Power Law/ Zipf Curve
Reach
Number of Creators
Broadcast
Loose Conversatio
ns Tight Conversatio
ns
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
International Blogs by Activity
Source: Technorati, 2007
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
The Social Technographics Ladder
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
The Social Technographics Ladder
USA China Japan EuropeCreators 21% 40% 35% 14%Critics 37% 44% 32% 19%Collectors 19% 34% 12% 6%Joiners 35% 23% 30% 16%Spectators 69% 71% 72% 49%Inactives 25% 25% 19% 44%
Source: Forrester Social Technographics Profile
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
909
The 1:9:90 Rule
1
Creators Contributors Consumers
All Social Media 1% 9% 90%
Wikipedia 0.5% 2.5% 97%
Open Source 0.5% 5% 94.5%
Source: Jacob Nielsen, 2006; Matti Hämäläinen, 2007
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
4Cs of Social Media: Collaboration
Visible
Invisible
Easy Difficult
Content
Collaboration
Community
Cumulative Value
Conversation
Collective Action
Cooperation
Co-creation
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Collectively: Conversation
Individually: Contributor
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Collectively: Co-creation
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Collectively: Co-creation
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Collectively: Co-creation
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Collectively: Co-creation
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Collectively: Cooperation
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Collectively: Collective Action
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Collaboration for Decision-making
Individual decision
Majority decision (Condorcet Jury Theorem)
Online Surveys: Work if more people are right than wrong.
Discourse(Jurgen Habermas)
Wikis: Good for establishing facts.Blogs: Good for debating values.
Market(Fredich Hayek)
Online Prediction Markets: Good for predicting the future.
Source: Infotopia: How Many Minds Produce Knowledge, Cass Sunstein
Fact
Value
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Online Prediction Markets
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Online Prediction Markets
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
4Cs of Social Media: Community
Visible
Invisible
Easy Difficult
Content
Collaboration
Community
Cumulative Value
Size
Social Objects
Strength
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
4Cs of Social Media: Community
Size
Strength/ Cohesiveness
Country
Club
Cult
Clique
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Relationships + Social Objects Service: Person {relationship} social object
Facebook: Gaurav {connect/ share} people MySpace: Gaurav {express} yourself Twitter: Gaurav {connect} people YouTube: Gaurav {broadcast} yourself Flickr: Gaurav {share} photos Digg: Gaurav {vote} stories Delicious: Gaurav {save} bookmarks Wikipedia: Gaurav {edit} encyclopedia
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Shirky’s Here Comes Everybody #5
Page 102: Every webpage is a latent community. Each page collects the attention of people interested in its contents, and those people might well be interested in conversing with one another too. In almost all cases the community will remain latent, either because the potential ties are too weak, or because the people looking at the page are separated by too wide a gulf of time, and so on.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What kind of a community is this?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What kind of a community is this?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What kind of a community is this?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What kind of a community is this?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What kind of a community is this?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What kind of a community is this?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What kind of a community is this?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What kind of a community is this?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
What kind of a community is this?
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
4Cs of Social Media: Cumulative Value
Visible
Invisible
Easy Difficult
Content
Collaboration
Community
Cumulative Value
Collective Intelligence (Explicit/ Implicit)
Collective Consciousness
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Intelligence vs. Consciousness
Network Meaning
Collective Intelligence
Collective Consciousness
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Cumulative Value
Collective Intelligence
Explicit
Implicit
MyBarackObama.comHoudini Project
Digg’s Social Voting System Collective
Consciousness
Amazon’s Recommendation System
Version 1 of Change.gov
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Cumulative Value
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Cumulative Value
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Cumulative Value
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Cumulative Value
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Shirky’s Here Comes Everybody #6
Page 297: Arguments about whether new forms of sharing or collaboration are, on balance, good or bad reveal more about the speaker than the subject... Society before and after revolution are too different to be readily compared; it’s simple to say that society was transformed by the printing press or the telegraph, but harder to claim that it was made better.
Gaurav Mishra | Georgetown University | MSFS-556 Social Media in Business, Development, and Government | Spring 2009
Discussion