3 Driving Forces
in *Social Media*
Social media looks quite messy from technology perspectives
"We shape our tools, and thereafter our tools shape us"
Marshall McLuhan, media theorist
We are *reshaped*
Driving Force 1:
Decentralization - Spirit of Web2.0
Decentralization is about anti-hierarchy, weakening the authority in an unequal-power relationship. The more decentralized a system is, the more it relies on lateral relationships, and the less it can rely on command or force.
Broadcast decentralized to Peer-to-peer
TV Networks decentralized to UGC
Portal decentralized to Blog
Blog decentralized to Micro-Blog
Advertising decentralized to Conversations
Impact of *decentralization*
- Decentralized micro-facebooks for small tribes
- APIs for decentralized service mash-up and widgets
- Brands become media
Driving Force 2:
Re/action - Behavior in Social Context
*3R*'s in 3 generations of social applications
- 1G: *Relation* - who you know (linkedin, friendster)
- 2G: *Role* - who you are (myspace self-expression, facebook status)
- 3G: *Re/action* - what you do (facebook news feed, twitter, google buzz, foursquare)
from Static to Dynamic
from Me to We
from Proactive to Passive
My friend's action (behavior) exposed passively in the trusted social context. I will react by checking out THE PIT movie.
Impact of *Re/action*
- *"Follow"* the passive behavior - Followers count! Action url matters!
- *Viral* channel formed by acting and reacting
- Re/action *Beacon* disrupts advertising when privacy becomes passe
Driving Force 3:
Experience - the 4th Wave after Information Era
What is Las Vegas actually selling? Life experience!
The destination of web is not merely information.
The 4th Wave is Coming
In 1980, Alvin Toffler published a popular book "The Third Wave" in that he predicted the future by looking at the evolution of civilization. The 1st wave is about agriculture, the 2nd is about industrialization, and the 3rd is about Information Era. What's the next wave?
*thank* google, wikipedia, ... and the whole Internet
for turning information into *commodity*
deprive the *privilege* of the information holders
finally, value shifted from human *knowledge* to actual human *experience*
knowledge is *power*?
*experience* is power!
from Second Life to IMVU
from Yelp to Foursquare
Real-time web and life streaming
AR (Augmented Reality)
[image1] [image2] [image3] [image4] [image5]
AR is hot in mobile web
Not necessary to tweak reality only
AR may augment experiences by blending virtual and real worlds
Hardware will shrink size eventually
The SixthSense augmented reality system lets you project a phone pad onto your hand and phone a friend -- without removing the phone from your pocket.
3 Driving Forces in *Social Media* from sociological perspectives