Reading Notes: “Users of the world unite! The challenges and opportunities of Social Media”

Kaplan, A. M., & Haenlein, M. (2010). Users of the world unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. Retrieved from: http://www.sciencedirect.com/science/article/pii/S0007681309001232

– Social Media is on the rise

– Firms have less control over what information customers can access

– The event of Social Media is sort of an evolution back to the original point of the Internet: to share information between users (but it’s more than that, and it’s different from Web 2.0 and User Generated Content (UGC)).

– Focus on six types:

  1. Collaborative Projects
  2. Blogs
  3. Content Communities
  4. Social Networking Sites
  5. Virtual Game Worlds
  6. Virtual Social Worlds

So these categories are making me think about Social Media in a way I haven’t considered before.  I’m thinking about how useful it is to divide Social Media into categories. I’m thinking about the six categories above and wondering about the ones I don’t recognise (1, 3, 6) and also thinking about the differences between the ones I do (2, 4, 5).

– Defining Web 2.0 as a place where collaboration became more common/valued than publication. For Web 2.0 to exist it needed:

  1. Adobe Flash
  2. RSS
  3. Ajax (asynchronous Java Script)

– Kaplan and Haenlein consider “Web 2.0 as the platform for the evolution of Social Media” (2010, p. 61).

– Three things are required for content to be considered UGC:

  1. Posted publicly (or to a select group) – so not IM or email
  2. Have creative effort- so not reproductions of other work
  3. Be created outside professional practice – so not created for an audience from a business POV.

– “Social Media is a group of internet-based applications that build on the ideological and technical foundations of Web 2.0, and that allow the creation and exchange of User Generated Content” (2010, p. 61).

At this point in the reading, I finally noticed that the references in this article were also hyperlinks. I was slightly disappointed to find that they only linked to the bibliography at the bottom of the article, but I think it’s a good idea to use in my report at the end of semester.

– Idea of Media Richness Theory is that the goal of communication is to resolve ambiguity and reduce uncertainty. More info: Daft and Lengle

Table 1

I’m not sure I agree with the table 100% but possibly because I don’t understand the Social Presence/Media Richness category. Will read the Daft and Lengle article at a later date to see if this helps my understanding.

I started skimming the rest of the article at this point (probably something I should have done before I began reading it) and came across a point later in the article that made me want to check the publication date of this article (also something I should have noted at the start). It’s an important thing to keep in mind, especially when reading articles about technology.

– Collaborative Projects

  • “democratic manifestation of UGC” (2010, p. 62).
  • eg. Wikis, bookmarking services like Delicious, Urban Dictionary
  • the idea behind it is that joint effort produces better results than a solo effort
  • can harm firms: the customer feedback cycle
  • can benefit firms: keep track of/in touch with employees

– Blogs

  • “The Social Media equivalent of personal web pages” (2010, p. 63)
  • usually managed by one person, interaction=comments
  • can be good or bad for firms, obviously?!

– Content Communities

  • eg YouTube, Flickr, Slideshare
  • risk of sharing copyright material
  • but reward of reaching potential customers through customer interactions or sharing recruitment videos/ keynote speeches/ press releases etc.

– Social Networking Sites

  • eg FaceBook, MySpace
  • firms can use SNS to promote themselves and reach customers

– Virtual Game Worlds

  • “Virtual Worlds are probably the ultimate manifestation of Social Media  as they provide the highest level of social presence and media richness of all the applications discussed thus far” (2010, p. 64).
  • eg WOW, Runescape (personal eg), X-box and PlayStation online games
  • not too much interest for firms except in collaborative advertising maybe

– Virtual Social Worlds

  • eg. Second Life
  • lots of opportunities for firms to become part of the VSWs and market to the “residents”

I skimmed the rest of the article “Five points about using media” and “Five points about being social” because I know this information already, as I often read it on creative/entrepreneurial blogs about online presence and branding.

Overall an interesting article to start my semester on, and I’ll be looking further into the Media Richness Theory before too long.

Integrated Media Two- An Introduction

Seth, our lecturer and my tutor for Integrated Media 2 this semester, today told us we will be “working on the web full time” in this subject, instead of using it as a place to publish work. Integrated Media 1 was supposed to focus on using the web as a place to create and not just to publish, but in retrospect we spent a lot of time in IM1 creating content offline, editing and curating content offline, then logging on only to publish finished work.

IM2 will be spent using the web for participatory storytelling. Using the web to find, curate or generate, and then engage with, communities that will respond to an ‘event’ that we create.

I’m actually really excited about the assessment for IM2. Half our mark will come from an individual report at the end of semester based on a prompt (actually more exciting than it sounds, I swear), and half our mark will come from this event that we create in large groups. I’ve already got ideas buzzing around my head about things we could possible make happen, but foremost in my mind at this early stage is to build on a project that came out of an earlier subject, Networked Media. In NetMed, Ronja and I created an app/social network/platform/website/tour thing (that you can read/watch more about here and here) that would be perfect to adapt and revisit and update for this assessment task. I’m in consultation with Ronja about whether or not we will do that (as we are in different classes this year and won’t be working in the same assessment group). But there are lots of other ideas buzzing around my head that I’m pretty excited about possibly turning into a reality.

Seconds

Click here if you can’t see the video below.

A Question

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Shadow Scent

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#Light was the prompt for this holiday sketch task. I was at work with mum when I Noticed some funky shadows on the roof of the patio, and their reflection on the tiles below. I’ve repeated the reflection scene at the end again to reiterate what’s going on in the first scene. I like the pacing I achiever through the edits I made. Once again used a single separate soundtrack, to make the clip smoother overall.

Vietnam Motorbike Adventure Panorama

Click here if you can’t see the video below. Taken while on a motorbike tour with my dad today, I decided to try a which 360• shot of the view. Sorry about the wind noise, I turned it down a little.

Jolts Per Minute

Here is an interesting article about the effects Facebook has on your brain. It’s long, but there’s information about addiction, industrial media models that trickled into Facebook and the rest of the internet, and what you can do about it (if you’re worried).

As future current media makers, we have to be aware of the audience we are catering to and not only how they will engage with our work (their attention span) but also how they will feel about the environment we provide for them to engage with our work in.

Also, the comment thread has some thoughtful feedback and counterpoints to the article and is also worth perusing.

Purple Purple Everywhere!

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Purple Purple Everywhere! from Zoe MacLean on Vimeo.

Prompted by #purple if you couldn’t tell already, this is my second holiday #SketchTask challenge video. I am surrounded by a lot of purple in my life, it is one of my favourite colours after all, so I decided to film all the bits of purple I noticed one day this week when I went with mum to work. I used one of my favourite styles of filming which is a close up unfocused object slowly becoming clearer. The atmos track I recorded separately to make the clip easier to watch, as the individual atmos track clashed quite noticeably.

Just A Tiny Detail

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Just a tiny little detail from Zoe MacLean on Vimeo.

A holiday #SketchTask challenge video. The prompt was “A tiny detail” and I’m being sarcastic through the medium of video here. This was taken at Bà Nà Hill Fantasy Park, which is an indoor playroom slash theme park at the top of a mountain in Vietnam and I happened to look up at lunchtime and notice this door in the roof that was kind of inaccessible. Just a tiny detail really. Missing a whole staircase and all!

#SketchTask Wallpaper

For anyone participating in the holiday #SketchTask challenge, here’s a handy wallpaper for you phone so you don’t lose track of the video prompts each day. I made it for my phone which is an iPhone 4s so if anyone wants to remake it for other phones, go right ahead. Upload it to twitter with the hashtag so others can use it too.

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