Says who? Mapping the shape of social media crowds Marc A. Smith Chief Social Scientist Connected Action Consulting Group [email protected]http://www.connectedaction.net http://www.codeplex.com/nodexl project from the Social Media Research Foundation : http:// www.smrfou
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2010 sept - mobile web africa - marc smith - says who - mapping social media crowds
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Says who? Mapping the shape of social media crowdsMarc A. Smith
Chief Social ScientistConnected Action Consulting Group
Welser, Howard T., Eric Gleave, Danyel Fisher, and Marc Smith. 2007. Visualizing the Signatures of Social Roles in Online Discussion Groups. The Journal of Social Structure. 8(2).
Bernie Hogan is a Research Fellow at the Oxford Internet Institute at the University of Oxford. Bernie's work focuses on the process of networking, or maintaining connections with other people. His dissertation focused on the use of multiple media for networking while his current research on Facebook looks at the complexities of networking with multiple groups on a single site.
Facebook “ego” networks
Scott Golder (@redlog) is a graduate student in Sociology at Cornell University. He was previously a researcher at HP Labs, and holds an A.B. in Linguistics with Computer Science from Harvard University and an M.S. in Media Arts and Sciences from the MIT Media Laboratory. His research interests broadly include network and social identity effects online, which he has examined in a variety of environments including usenet, online poker, social bookmarking and social network services. His website is www.redlog.net.
Vladimir Barash (@vlad43210) is a graduate student in Information Science at Cornell University. He holds a BA in Cognitive Science from Yale University. His research interests include social media, online communities and diffusion, and his thesis topic is on the structural properties of diffusion in social networks. His websited is www.vlad43210.com
Connected Action badges allow publishers and community developers to encourage the community engagement they value by rewarding the user behaviors they desire.
Network Based Game Mechanics for Social Media
How badges shape behavior:
> Status markers
> Aspirational targets
> Volume and location rewards: longer posts, more prominently located
Questions we answer
• Who contributes the most effectively?Resulting in most pageviews
• Who connects the most?Resulting in new users/visits/cross-pollination of content
• Who answers the questions?Adding authoritativeness to your community discussions
• Who starts the conversations?Resulting in new engagement, increased time spent and pageviews
• How to encourage more of this behavior?Resulting in more of the same
• Basic Badges:o Popular: people who are connected to many other people o Networker: people who span widely across the community, connecting manyo Influential: people who are connected to the highly connected people
• Advanced badges include:o Answer Person: people who have provided brief replies to many low
frequency contributorso Agenda Setter: people who introduce topics that attract many replierso Question Person: people who ask questions that get answered by Answer
Peopleo Discussion Person: people who connect to many people who also connect to
each othero Eclectic: people who connect to a wide range of content o Newcomers get badges of their own: "Newest Bridge Builder, Newest
Discussion person"o Mayor of Topics: Long term contributors in each role get recognized: Senior
Bridge Builder, Senior Discussion Person"o Bridge Builder: people who connect with the most diverse collection of
others.
Badge Types
Badges can grant: Rewards!
Version 1• Conditional formatting• Skip moderation queues
Version 2• More flagging power• More liking power
Intended Results
• Badges from your site's Activity Stream• Automated reward and marker system
for content creatorso Increase engagemento Increase trusto Increase credibilityo Decrease attritiono Increase pageviews and visits
Summary: SNA tells you:
• Macro:– What is the “shape” of the crowd?– Are there sub-groups/clusters?
• Micro:– Who is at the “center”? – Who is at the “edge”?– Who is the “bridge”?
Contact:
Marc A. SmithChief Social ScientistConnected Action Consulting Group