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Social Web 2.0Implications of Social Technologies for Digital Media
Shelly Farnham, Ph.D.Com 597 Winter 2007
Social Coordination
Within my known network/group On the large scale, mega collaboration
and collective action Mobile
Social Coordination: in my Network
Social Goals: Socializing: Hang out with friends, share experience pre, during, post Coordination: Communication, planning Social networking: Get to know new (similar) people Belongingness: Sense of connection, belonging Smart convergence: go to best places with people I like the most
Core concepts: Address challenge in Bowling Alone: technology as enabling face to face
socializing Technology integrated with day to day social practices. Don’t “leave” your
social activities to use technologies (e.g., desktop) Lightweight lightweight lightweight
Supporting Cycles of Social Events
Awareness of people, events
Communication Inviting Coordination Planning
Joe
Amy
Bob
Jen
Apart Together Apart (Repeat)
Joe Amy
Bob Jen
Joe
Bob
Amy
Jen
Meet Socialize Experience Share
Awareness Communication Share Re-experience Meet
Technology Support
Questionnaire Studiestechnology and social life
Time Socializing with Friends by Type of Communication
0.0 0.5 1.0 1.5 2.0 2.5
Hours per Day
Face to faceChat or IM
Cell phone voiceOne to one emails
One to many emailsLand line phoneCell phone SMS
People actively using People actively using social technologies to social technologies to communicate with communicate with friends.friends.
45 people (21 male and 23 female)45 people (21 male and 23 female)Educated, 30 yrs of age, artists and professionalsEducated, 30 yrs of age, artists and professionals
0 1 2 3
Face to faceEmailsPhone
Mailing listsSMS
Chat/IMBlogs
Web communityOnline games
Hours per day
50 people (32 men, 18 women) 35.5 years old, 90% had 50 people (32 men, 18 women) 35.5 years old, 90% had at least two years of collegeat least two years of college
Impact of Use of Technology on Quality of Friendship Relationships
Bold = p< .05
Questionnaire Studiestechnology and social life
Cell phone SMS2%
One to one email18%
One to many email
10%
chat or IM11%
Cell phone voice24%
Face to face21%
Land line phone14%
People actively use People actively use technologies to technologies to coordinate social coordinate social activities with activities with friends.friends.
Percentage of social activities planned through Percentage of social activities planned through different types of communication.different types of communication.
Questionnaire Studiestechnology and social life
Where do I go to find people like me doing stuff I also want to do?
Online: Email Evite Meetup Event reporting
Mobile
Using Social Technologies for Social Coordination
Mega Collaboration and Collective Action! Mega-collaboration is the idea that the collective
behavior of millions of people can form a constructive environment where value is derived from the mass of actions even though each individual action is done purely for the sake of the individual user. -- http://www.useit.com/alertbox/9708b.html
Collective action: cooperation and coordination amongst large groups of people towards some goal.
Howard Dean and Meetup
140K members in meetups, across the country
Grass roots collective actionCoordination from
the bottom up
42 Entertainment
Ilovebees Goal:
building buzz around Halo launch
¾ million active players
2.5 million casual players
CMC, Impact on Peripheral Awareness and Smart Convergence
Asychnonous, e.g., email, SMS Awareness and coordination over time and place
Broadcast, e.g., mailing lists Awareness and coordination with many people
Mobile, e.g., cell phones, PDAs Hyper-awareness and hyper-coordination (Ling & Yttri): in time, in place updates and changes of plans (social
spider in her web)
Mobile -- Social Awareness Mizuko Ito (2001) studies of teen use in Japan:
Sense of intimacy, always on, always connected, outside tyranny of parental control
Presence, importance of always being available to social network whether or not co-located
Maintaining connection and identification with group Sara Berg & Alex Taylor (CHI 2003) UK teens:
Text messages as social exchange, gifts, precious Grinter & Eldridge (CHI 2003) UK teens:
Importance of address book, indicating place in social world, who’s connected to whom
Teens very aware of who’s in each other’s list, making sure they stay in
Mobile -- Smart Convergence Smart Mobs:
Groups that coordinate activities and mobilize at a moments notice, e.g. activists, Star groupies, Flash Mobs
“Smart mobs emerge when communication and computing technologies amplify human talents for cooperation” Howard Rheingold
Swarming: “Linturi, the father of teenage daughters, was one of the first observers of
the way young people use text messaging to coordinate their actions: ‘there were endless calls. ‘no, no, it’s changed—we’re not going to this place, we’re going over here. Hurry!’ It’s like a school of fish.’ By the time Linturi and I met in May 2001, the term ‘swarming’ was frequently used by the people I met in Helsinki to describe the cybernegotiated public flocking behavior of texting adolescents.” -- p. 13. Howard Rheingold, Smart Mobs, Perseus 2002
Flipper: enabling ‘life presence’ through lightweight photo sharing
Scott Counts, Rysjard Kott
Main screen
Mobile Flipper Desktop Flipper Current photo sharing: web based, email, photo phone
Flipper photo sharing: simple, people-centric, persistence, mobile-desktop integration
Experimental field study:● Overall: more photos shared,
more fun, more social, greater group awareness
● Mobile specific: easier, more fun sharing, viewing; more photos viewed more times
SwarmPedram Keyani, Shelly Farnham
in time, in place SMS broadcast communication
Coffee
Sends <Coffee caffeine?> to swarm
Swarm Server
Shelly
Receives <Shelly: caffeine?>
Shelly to coffee: caffeine?
Swarm Field Study
Created group called “party”, 8 to 14 people over 14 weeks, told people for sending reports on social events
Log from a Saturday Night
John to party: anybody at Jasons or Nova? Report? Kat to party: I am going to Nova John to party: Nova report? Mary to party: So uh, oh yeah, where is Nova? Sally to party: Nova at goldies. we at chac Larry to party: dont know anything about Novas…Jasons is pretty
mellow
(names changed to preserve privacy)
Field Studymessage content
Party Report 41%
Invitation 18%
Question 16%
Bond Building 15%
Request 1%
Party report w ith address
9%
Field Studyusage
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Sun Mon Tues Wed Thurs Fri Sat
Day of Week
Avg
Mes
sag
es s
ent
Used primarily weekend nights.Used primarily weekend nights.
Field Studyimpact on social life, at 14 weeks
4I read messages sent to Swarm
2.3I sent messages through Swarm
3.2Swarm reduced the amount of time I spent coordinating social activities through other forms of communication
3.4I used Swarm in situations where it would have been inappropriate to talk via cell phone
3.8Swarm helped me figure out where I wanted to go at times
3.5Using Swarm made me feel more connected to my friends
2.2Overall, I found Swarm confusing and/or difficult to use
3.7Overall, I liked Swarm
MeanQuestion
4I read messages sent to Swarm
2.3I sent messages through Swarm
3.2Swarm reduced the amount of time I spent coordinating social activities through other forms of communication
3.4I used Swarm in situations where it would have been inappropriate to talk via cell phone
3.8Swarm helped me figure out where I wanted to go at times
3.5Using Swarm made me feel more connected to my friends
2.2Overall, I found Swarm confusing and/or difficult to use
3.7Overall, I liked Swarm
MeanQuestion
1 = strongly disagree, 4 = strongly agree1 = strongly disagree, 4 = strongly agree
“I liked hearing from people I knew, getting little updates. It was like little windows into my friends’ lives.”
“I first thought that it would be useless and not fun. Spamming people with party messages didn’t seem like a good idea. Then once I actually heard about a party going on that I didn’t know about, Swarm became cool – I had a great time at the party and would have missed otherwise. One such time is enough to get you addicted.”
“it helped me get together with them at a cool place, which I definitely like…I loved it when I was at a party and wanted people to come, I could just fire off a message and a few minutes later, people were on there way from multiple locations.”
Field Studyopen-ended questionnaire responses
A year deployment “Party”
group still existed and was increasingly used, though capped at 25 people
Several active splinter groups created by advanced users
People using multiple groups
Swarm Messages by Group, Feb to Aug 2004
0
10
20
30
40
50
60
70
802/
24/2
004
3/2/
2004
3/9/
2004
3/16
/200
4
3/23
/200
4
3/30
/200
4
4/6/
2004
4/13
/200
4
4/20
/200
4
4/27
/200
4
5/4/
2004
5/11
/200
4
5/18
/200
4
5/25
/200
4
6/1/
2004
6/8/
2004
6/15
/200
4
6/22
/200
4
6/29
/200
4
7/6/
2004
7/13
/200
4
7/20
/200
4
7/27
/200
4
8/3/
2004
8/10
/200
4
8/17
/200
4
Mes
sage
s P
er W
eek