WORLD DOMINATION:Intro to Social Media and some interesting research questions

they raise

Sofia GkiousouBirkbeck, University of London

February 2011

Marketing is no longer about the stuff that you make, but

about the stories you tell. Seth Godin

The new tech Smaller, faster, better?

The cult of the amateur

Oldie but goodie

The time of convergence?

The constant feedback loops between amateurs & professionals.

THE REVOLUTION

THE REVOLUTION

Ummmm.... kinda

“web-based services that allow individuals to:

1. construct a public or semi-public profile within a bounded system,

2. articulate a list of other users with whom they share a connection, and

3. view and traverse their list of connections and those made by others within the system.”

(boyd & Ellison, 2007)

Social Network Sites

More than 500 million active users

People spend over 700 billion minutes per month on Facebook

More than 200 million active users currently accessing Facebook through their mobile

devices.

People that use Facebook on their mobile devices are twice as active on Facebook than

non-mobile users.

2 billion videos a day watched. Every minute,

24 hours of video uploaded to YouTube.

Identity constructionCommunity cohesion and dynamics

CollaborationLearning Creativity

PrivacyIP & copyright (Creative Commons?)

Monetization

More people than ever can participate in culture, contributing their ideas, views,

information.

The web allows them not just to publish but to share and connect, to collaborate and when the conditions are right, to create,

together, at scale.

Large-scale information gathering and processing activities that have emerged in web communities.

Harnessing individual expertise towards shared goals & objectives.

‘No one knows everything, everyone knows something, all knowledge resides in humanity’

participation

Enter The virus

IDENTITY How do you construct it? How do you perform it?

POWER Who has it? Who is the influential user? Who ROCKS?

TRUST Vague? Or the savvier you get the more specific it

becomes?

INDICATIVE BIBLIOGRAPHY

•Levy, Pierre (1997) Collective Intelligence. Cambridge: Perseus•Jenkins Henry (2004) The cultural logic of media convergence. International Journal of Cultural Studies, Volume 7(1): 33–43•Deuze Mark (2006) Participation, Remediation, Bricolage: Considering Principal Components of a Digital Culture. The Information Society, 22: 63–75•Featherstone, Mike (2009) Ubiquitous Media An Introduction. Theory, Culture & Society, Vol. 26(2–3): 1–22•Westlake, E.J. (2008) Friend Me if You Facebook Generation Y and PerformativeSurveillance. TDR: The Drama Review 52:4•Buckingham, David; Pini, Maria; Willett, Rebekah (2007) ‘Take back the tube!’: The discursive construction of amateur film and video making. Journal of Media Practice Volume 8 Number 2•Bargh, John A; McKenna, Katelyn Y. A. (2004) The Internet and Social Life. Annual Review of Psychology, 55:573–90 •Bolter, Jay David, and Grusin, Richard (1999) Remediation: Understanding new media. Cambridge, MA: MIT Press•Kenny, D. And Marshall, J.F. (2000) Contextual Marketing – The Real Business of the Internet, Harvard Business Review, November – December 2000 •Moore, R.E. (2003) From genericide to viral marketing: on ‘brand’, Language & Communication, Vol. 23, ppp. 331 – 357