Social Computing Tools and Social Technography

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Social Computing Tools Social Technography

Humans are social

•  Interact– Expressions– Gestures– SpokenWord– Wri<enWord

•  Sensi=vetothepeoplearound

Humans are social

• Makedecisionsshapedbysocialcontext– Choosingarestaurant– Crossingthestreet

Humans are social “Doingwhatyouwanttodo”“Doingwhatyoudon’twanttodo”“Doingwhatthatothersaredoing”“Doingwhatothersrecommend”“Doingwhatothersdon’tlike”“Doingwhatisacceptablebyeveryone”

“Doingwhatisnotacceptablebyeveryone”

SOCIALBEHAVIOR

COMPUTINGSYSTEMS

SOCIAL

COMPUTING

Social Computing

•  Crea=ngorRecrea=ngsocialconven=onsandsocialcontextwiththeuseofsoIwareandtechnology

Social Computing

•  Systemscontaincomponentsthatsupportandrepresentsocialconstructs– Iden=ty– Reputa=on– Trust– Accountability– Presence– Socialroles– Ownership

Social Computing Tools

Blog •  WebLog‐Usuallymaintainedbyanindividual

•  Regularentriesofcommentary,descrip=onsofevents,orothermedia

•  Blogosphere– Collec=vecommunityofallblogsisknownastheblogosphere

•  BlogSearchEngines•  RelatedTerms– Microblog,vlog,linklog,sketchblog,photoblog,tumblelogs

Wiki

•  Ongoingprocessofcrea=onandcollabora=on

•  Promotesmeaningfultopicassocia=onsbetweendifferentpages

• WikiPage– Asinglepageinawikiwebsite

•  TheWiki– En=recollec=onofpages

Wiki

•  Hawaiianwordforfast• WhatIKnowIs(backronym)

• WikiWikiWebwasthefirstsitetobecalledawiki‐WardCunningham,1994

•  Over10millionar=clesin253languages

Social Networks

•  Asocialstructuremadeofindividualsororganiza=onsconnectedthroughspecificgroupsonline

•  SocialNetworkingSites

RSS

•  ReallySimpleSyndica=on• Webfeedformatsusedtopublishfrequentlyupdatedworks

•  "RSSreader,""feedreader,"oran"aggregator,"

• Web‐basedordesktop‐based

RSS Reader

Social Bookmarking

• MethodforInternetuserstostore,organize,search,andmanagebookmarksofwebpagesontheInternet

VOIP

•  Aprotocolop=mizedforthetransmissionofvoicethroughtheInternet

•  Implementa=onTerms:– IPtelephony,Internettelephony,voiceoverbroadband,broadbandtelephony,andbroadbandphone

Others

•  InternetForums• Mul=mediaSharing

•  VirtualReality

How do we Participate?

Social Technographics classifiespeopleaccordingto

howtheyusesocialtechnologies(Forrester,2008)

CREATORS

CRITICS

COLLECTORS

JOINERS

SPECTATORS

INACTIVES

Social Technographics Ladder

Write,Publish,Upload,Lead,Collaborate,Share

Comment,Contribute

Subscribe,Favorite,Tag,Vote

Network,MaintainProfiles

Read,Watch,Listen,Browse,Visit

None

CREATORS

CRITICS

COLLECTORS

JOINERS

SPECTATORS

INACTIVES

Social Technographics Ladder

StreamMe!

StoryTeller

RealName

Doe

Peeping

None

ISSUES:Iden%tyReputa%onTrustAccountabilityPresenceSocialrolesOwnership

References: •  Wikipediaforsomesimpledefini=ons

•  ForresterResearch–  h<p://www.marke=ngcharts.com/interac=ve/forrester‐social‐

technographics‐a‐prerequisite‐to‐social‐strategy‐283/

–  h<p://www.slideshare.net/jbernoff/social‐technographics‐explained•  RossMayfield’sWeblog

–  h<p://ross.typepad.com/blog/2007/04/social_technogr.html