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    Entries in social networking (5)

    Monday
    Dec072009

    Who's Qualified to Create Our Social Future?

    Does anyone else find it ironic that the people who are creating sites such as Facebook and Twitter, who are shaping so much of our online social experience, are the same people (i.e. computer geeks) who are stereotypically socially inept? Talk about the inmates running the asylum!

    Are we being set up for a workable and worthwhile future of social interactions, or are we slowly poisoning our ability to be truly social?

    My colleague Eleanor Davies, based in frog’s Stuttgart studio, has written an enjoyable and interesting article about how constant status updates are shifting our perceptions about everyday life.

    She says,

    Not only is the location of our new communication worrying, but the content and format is reducing our previously complex communication skills, which have formed and evolved as we have. The etiquette and elegance with which humans have learnt to interact varies intricately between cultures. The way in which we articulate our thoughts can in turn influence the way we think – and it is this relationship that becomes an ‘Alert’ when projecting the effect of ‘Shout’ culture.

    Read more >

    Wednesday
    Dec022009

    Fiesta Movement - Will it Catch On?

    I was driving along the other day and saw a lime green Ford Fiesta - a car which is not currently available in the US, but which launched recently in Europe. It’s combination of good looks, driving fun, and low prices has quickly made it the second-best-selling car there after the Golf.

    Ford is planning to bring the Fiesta to the US in 2011, an excellent move, as we need more good “economy” cars here that are not boring and/or ugly. Ford is doing an interesting viral/social campaign ahead of the launch. It has engaged 100 “agents” to drive the cars around and blog and tweet about their experiences (the car I saw was evidently driven by one of them - it had a fiestamovement.com logo on the back bumper).

    80,000 people volunteered to be agents, according to MarketingVox:

    The online program has also generated 6 million YouTube videos, 740,000 Flickr views, and more than 3.7 million Twitter impressions to date, according to the company. Additionally, name awareness for the model has risen to almost 60%, according to Jim Farley, Ford’s vice president of marketing (via the Detroit News).Ford will officially debut the 2011 Fiesta model at the Los Angeles Auto Show today.

    Each round of agents produces videos that combine into “chapters” that will play out over the following months. It’s the most extensive social/viral based marketing campaign that automakers have yet undertaken (good enough to get me to write about it anyway), and shows the importance that Ford is placing on the Fiesta. According to the Detroit Free Press:

    The Fiesta represents a seismic shift for Ford. The automaker, best known for its F-Series pickups and SUVs, hasn’t sold a subcompact car in the United States since it discontinued the lackluster Aspire in 1997. What’s more, Ford hasn’t sold a car with the Fiesta name since 1980.

    Ford said it will offer 15 technologies in the Fiesta that are not typically found in subcompact cars. That includes keyless entry, pushbutton start and its Sync wireless communications and entertainment technology.

    Sunday
    Oct252009

    Trends in Twittering and Status Updatering

    The Pew Internet & American Life Project has release a new survey with some stats on how many people are using Twitter, MySpace, Facebook and so on to give status updates to others, or see what other people are up to. 

    • Some 19% of internet users now say they use Twitter or another service to share updates about themselves, or to see updates about others.
    • The more devices someone owns, the more likely they are to use Twitter or another service to update their status. (39% of people owning four internet-connected devices use Twitter, compared to 10% of those owning just one.)
    • The median age of Twitter users is 31, holding steady over the last year. Facebook’s median age has shot up from 26 to 33 in the last 18 months - it’s not a college social network any longer, that’s for sure.

    Read more >

     

    Tuesday
    Aug042009

    Could Facebook Have Originated Outside America?

    I was just listening to a talk by American novelist Donna Leon, who lives in Venice, Italy, and she said something that made me wonder if Facebook (or MySpace, the place for friends, for that matter) could have originated outside of the US. She was remarking on how it took her 10 years of close contact with a family to bring herself to address the matriarch of the household by the more familiar form of “you” in Italian. Like many languages, Italian makes a linguistic distinction between close friends and acquaintances, or between people who are peers and people who are superiors. French does the same thing, using “vous” for more formal uses, and “tu” for more familiar ones.

    Leon bemoaned how in contemporary Italy that distinction is getting lost, so now even supermarket checkout staff will refer to her in the familiar form. She likes how, in the traditional mode, you feel a sense of accomplishment when you cross the threshold to the more familiar form.

    In English, there is not that distinction — we use “you” for everyone. In America that linguistic concept has been taken to an extreme, and almost anyone you meet is instantly a friend. Only in America will you hear someone say “I’m inviting 500 of my closest friends to my wedding.” The hilly landscape of friendships and relationships that Italians see gets flattened to a thin layer of equivalency in America — at least when looked at superficially.

    They say that when you learn a new language you gain a new perspective on the world, acknowledging that language subtly shapes our perceptions of the world, and our own behaviors. Clearly many other countries and cultures have embraced social networking sites, Facebook in particular, so there is something that resonates across cultures about social networking. So it’s not like the flattened concept of friend that social networking encourages is a big turn off for others. Nevertheless, I wonder if the uniquely homogenous notion of friend that exists in America facilitated the creation of social networking here, regardless of the technical enablers that are also present here (since those are quite globally dispersed these days).

    While I myself don’t really like the homogenization of “friend” either, it does have its upsides. A recent report on social mobility in England points out the terrible downsides that can come from time-worn social norms that reinforce social divisions and cliques.

    England is about the only country I know of where social classes are distinguished linguistically, specifically by highly differentiated accents. Working class people have accents that vary a lot by region, but upper middle class and upper class/aristocratic people all pretty much sound the same regardless of location, and very different from any working class person. (For the record, I grew up solidly middle class, and was frequently ribbed for my accent by my more working class school friends.) It is an affectation that has existed for centuries, and which is enforced by a small cluster of private prep schools and universities that are closed to the working class (not literally perhaps, but effectively).

    It’s another case of language shaping perceptions and behaviors, this time with terrible consequences for squandering the talents of millions of people, simply because they didn’t happen to be born into families of sufficient privilege. Unfortunately, England seems to be regressing, according to the report, despite protestations for at least two decades that it has become a classless society…

    The notion of friend in England is therefore constructed very differently than in the US. One does not (or often cannot) become friends with people in other classes, which seriously limits social mobility and the opportunity to move up the social ladder and get plum jobs.

    Perhaps it is the very flatness, or classlessness, of social networking sites like Facebook, MySpace, or LinkedIn that makes them so popular in countries where language encourages or enforces social divisions.

     

    Wednesday
    Jun102009

    Twitter is not a Conversation Platform

    Insightful post from O’Reilly about the strengths and weaknesses of Twitter, which echo very basic thoughts I’ve had about the service. Mark Drapeau goes into much more depth than i’ve thought about the topic. He starts out saying:

    Perhaps the most common reason given for joining the microsharing site Twitter is “participating in the conversation” or some version of that. I myself am guilty ofusing this explanation. But is Twitter truly a conversational platform? Here I argue that the underlying mechanics of Twitter more closely resemble the knowledge co-creation seen in wikis than the dynamics seen with conversational tools like instant messaging and interactions within online social networks.

    What makes for a good conversation? There are obviously many different kinds of conversations, but I think what most people would consider a conversation has a number of key elements:

     

    • A narrative thread that is flexible and changeable, but follows a familiar pattern. Twitter lacks that (or rather, the way that Twitter threads are typically represented make the narrative very difficult to follow unless you spend some time learning the lingo
    • A coherent, relatively stable, and acknowledged set of participants. Twitter conversations jump around between participants, you never really know who you’re talking with, and random people can jump in at any point
    • Shared contribution. Twitter obviously allows anyone to participate, however, Drapeau notes that 90% of Twitter content is produced by 10% of participants. This is more like someone holding court at a party with people standing around saying “hell yeah” or “ditto” rather than a real conversation.

    Twitter is supposedly breaking more into the mainstream, but for me it is far from certain that the attributes that have served it well in its niche pioneer audience of techies will translate into a mass medium. The lack of ability to define what Twitter does has made it part of the fun so far, but will hinder its broader adoption.

    Read Mark’s full article >