本日佳句 – Social Media is Here to Stay…Now What?
Posted in Marketing Thought on Mar 23rd, 2009
"Many who build technology think that a technology’s feature set is the key to its adoption and popularity. With social media, this is often not the case. There are triggers that drive early adopters to a site, but the single most important factor in determining whether or not a person will adopt one of these sites is whether or not it is the place where their friends hangout. In each of these cases, network effects played a significant role in the spread and adoption of the site. …
Marketers know all about stickiness, but how many of you measure network density? You purchase all sorts of data from Nielsen and comScore that tells you about uniques, but do you know anything about the cluster dynamics of the users? Are you able to see when the network graph is reaching a sustainable point or, more importantly, when things are starting to fracture? … We can’t role out cool new technologies if we can’t get cluster effects. We don’t just need network effects to get things to spread; we also need to think in terms of complete clusters. And we need to design with this in mind….
…Specific genres of social media may come and go, but these underlying properties are here to stay. We won’t turn the clock back on these. Social network sites may end up being a fad from the first decade of the 21st century, but new forms of technology will continue to leverage social network as we go forward. If we get away from thinking about the specific technologies and focus on the properties and dynamics, we can see how change is unfolding before our eyes. One of the key challenges is learning how to adapt to an environment in which these properties and dynamics play a key role. This is a systems problem. We are all implicated in it - as developers and policy makers, as parents and friends, as individuals and as citizens.”
(source: Danah Boyd’s Speechat Tech Fest)
Danah Boyd是微軟前幾年招募進MSR的學者，研究領域為新媒體，擅長從文化、行為、與社會學角度分析社群網站現象。看膩了媒體報導、研究報告，偶而從學術觀點瞭解社群網站在我們的生活 (或在我們的campaign) 所扮演的角色，有助於深入表象。
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