Tuesday, October 27, 2009

Social media and you.


This is a proposed “learning tool” reviewing “social media” using “social media” and its impact on the new “Attention Age”.

Versions archived at

Facilitated by Terry Bankert , http://www.attorneybankert.com/
authored by the “Many”.



Social media platforms play a key role in commoditizing attention because it allows users to share valuable content freely and instantly.[a]


I began with “WIKIPEDIA“, disassembled the article, reading most of its links interspersing my comments and block head lines to produce a “work” that through use of”social media” will allow the reader to introduce changes and critiques, there by transforming this articals authorship from the one to the many.

Wikipedia (pronounced /ˌwiːki'piːdi.ə/, WEE-kee-PEE-dee-ə or /ˌwɪkɨ'piːdi.ə/, WI-ki-PEE-dee-ə) is a free,[5] web-based, collaborative, multilingual encyclopedia project supported by the non-profit Wikimedia Foundation. Its name is a portmanteau of the words wiki (a technology for creating collaborative websites, from the Hawaiian word wiki, meaning "quick") and encyclopedia. Wikipedia's 13 million articles (three million in the English Wikipedia) have been written collaboratively by volunteers around the world, and almost all of its articles can be edited by anyone with access to the site.[6] Launched in 2001 by Jimmy Wales and Larry Sanger,[7] it is currently the largest and most popular general reference work on the Internet.[3][8][9][10] [wi]

To keep up todate I signed up for a Google alert on "Social Media".
This way our artical on "Social Media" can be updated immediatley.


Blogs and other user-created content locations serve a key role in adding to the abundance of information of varying quality, reliability, and source on the internet. Facebook, MySpace, YouTube and others allow people to create and share content with friends. Twitter is an example of an Attention Age social media tool that allows for real-time transmission of content and news. [a]


In 2008 and 2009, Twitter received notoriety for its staggering growth rate and its users breaking news before traditional media outlets. Sites like del.icio.us and Digg allow users to tag and organize content that they find valuable for others to consume. [a]

Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. [w]


Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). [w]


It supports the democratization of knowledge and information, transforming people from content consumers into content producers. [w]


Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). [w]


User-generated content (UGC), also known as consumer-generated media (CGM)[1]
or user-created content (UCC),[2] refers to various kinds of media content, publicly available, that are produced by end-users.[3]

The notion of free content has been central to the media sector for decades. Consumers have been willing to receive free content, via commercial radio and television broadcasts, in exchange for advertising. [u]

The rise of the Internet in the 1990s was accompanied by a new debate on free content that was played out through experimentation with all forms of content, including business material that had previously been charged at thousands of dollars per document. [u]

The continued, more vertiginous rise of the Internet this decade has also seen experimentation with free content models, but with one major change. As well as professionally produced material being offered free, the public has also been allowed, indeed encouraged, to make its content available to everyone.[4][w]

The term user generated content entered mainstream usage during 2005 having arisen in web publishing and new media content production circles. [u]

Its use for a wide range of applications including problem processing, news, gossip and research reflects the expansion of media production through new technologies that are accessible and affordable to the general public. [u]

All digital media technologies are included, such as question-answer databases, digital video, blogging, podcasting, mobile phone photography and wikis. [u]

In addition to these technologies, user generated content may also employ a combination of open source, free software, and flexible licensing or related agreements to further reduce the barriers to collaboration, skill-building and discovery.

The advent of user-generated content marked a shift among media organizations from creating online content to providing facilities for amateurs to publish their own content. [u]


User generated content has also been characterized as 'Conversational Media', as opposed to the 'Packaged Goods Media' of the past century.[citation needed] [u]

The former is a two-way process in contrast to the one-way distribution of the latter. Conversational or two-way media is a key characteristic of so-called Web 2.0 which encourages the publishing of one's own content and commenting on other people's. [u]
The role of the passive audience therefore has shifted since the birth of New Media, and an ever-growing number of participatory users are taking advantage of the interactive opportunities, especially on the Internet to create independent content. [u]

Grassroots experimentation then generated an innovation in sounds, artists, techniques and associations with audiences which then are being used in mainstream media.[6] [u]

The active, participatory and creative audience is prevailing today with relatively accessible media, tools and applications, and its culture is in turn affecting mass media corporations and global audiences.[u]
The OECD has defined three central schools for UGC:

Publication requirement: While UGC could be made by a user and never published online or elsewhere, we focus here on the work that is published in some context, be it on a publicly accessible website or on a page on a social networking site only accessible to a select group of people (eg, fellow university students). This is a useful way to exclude email, two-way instant messages and the like.

Creative effort: This implies that a certain amount of creative effort was put into creating the work or adapting existing works to construct a new one; i.e. users must add their own value to the work. UGC often also has a collaborative element to it, as is the case with websites which users can edit collaboratively. For example, merely copying a portion of a television show and posting it to an online video website (an activity frequently seen on the UGC sites) would not be considered UGC. If a user uploads his/her photographs, however, expresses his/her thoughts in a blog, or creates a new music video, this could be considered UGC. Yet the minimum amount of creative effort is hard to define and depends on the context.

Creation outside of professional routines and practices: User generated content is generally created outside of professional routines and practices. It often does not have an institutional or a commercial market context. In extreme cases, UGC may be produced by non-professionals without the expectation of profit or remuneration. Motivating factors include: connecting with peers, achieving a certain level of fame, notoriety, or prestige, and the desire to express oneself. [u]

Mere copy & paste or a link could also be seen as user generated self-expression. The action of linking to a work or copying a work could in itself motivate the creator, express the taste of the person linking or copying. Digg.com, Stumbleupon.com, leaptag.com is a good example where such linkage to work happens. The culmination of such linkages could very well identify the tastes of a person in the community and make that person unique through. [u]

Adoption and recognition by mass media

The British Broadcasting Corporation set up a user generated content team as a pilot in April 2005 with 3 staff. In the wake of the 7 July 2005 London bombings and the Buncefield oil depot fire, the team was made permanent and was expanded, reflecting the arrival in the mainstream of the 'citizen journalist'. After the Buncefield disaster the BBC received over 5,000 photos from viewers. The BBC does not normally pay for content generated by its viewers.[u]

In 2006 CNN launched CNN iReport, a project designed to bring user generated news content to CNN. Its rival Fox News Channel launched its project to bring in user-generated news, similarly titled "uReport". This was typical of major television news organisations in 2005-2006, who realised, particularly in the wake of the 7th July bombings, that citizen journalism could now become a significant part of broadcast news. Sky News, for example, regularly solicits for photographs and video from its viewers.

In 2009 a new user generated site called Scoopflash was launched by an Australian based company. This site was aimed at documenting reports of eye-witnesses to major global events. [u]

User generated content was featured in Time magazine's 2006 Person of the Year, in which the person of the year was "you", meaning all of the people who contribute to user generated media such as YouTube and Wikipedia.

Different types of user generated content

Discussion boards
Social networking sites
News Sites
Trip planners
Mobile Photos & Videos
Customer review sites
Experience or photo sharing sites

Any other website that offers the opportunity for the consumer to share their knowledge and familiarity with a product or experience

Video games [u]
New business models

The media companies of today are starting to realize that the users themselves can create plenty of material that is interesting to a broader audience and adjust their business models accordingly. [u]

For instance there are many ways today that newspaper/tabloid readers can contribute online by sending in photos, movies and texts. An example of this movement is the Swedish tabloid Aftonbladet[7] which gives out rewards to the best material being sent in by a reader.[u]
Many young companies in the media industry such as Youtube and Facebook have foreseen the increasing demand of UGC whereas the established, traditional media companies have taken longer to exploit these kinds of opportunities. [u]

When having realized the demand for UGC it is more about creating a “playing field” for the visitors rather than creating material for them to consume. [u]

A parallel development can be seen in the video game industry where games such as World of Warcraft, Sims and Second Life give the player a large amount of freedom and essential parts of the games are actually built by the players themselves.[u]


Social media utilization is believed to be a driving factor in the idea that the current period in time will be defined as the Attention Age. [w]

The Attention Age is an idea that the current period of time, which overlaps and builds off of the Information Age, will be characterized by the increasing commoditization of attention as it relates to the increasing abundance of information available, particularly on the internet. The Attention Age is marked by the ability of individuals to create and consume information instantly and freely as well as share it on the internet using social media. The period is believed to have begun with the emergence of social media in the first years of the 21st century. [a]

The Internet

It was with the invention of the World Wide Web in 1989 that the Internet truly became a global network. Today the Internet has become the ultimate platform for accelerating the flow of information and is, today, the fastest-growing form of media. [a]

Search vs. Subscription

Searching for information via [[search engine] search engines] like Google and Yahoo are believed to play a less prominent role in the Attention Age as they do in the Information Age because of the rapidly increasing quantity of information. Information consumption in the Attention Age is believed to be more user-focused and targeted based upon preferences discovered by previous activities and user profiles. Tools like RSS allow users to subscribe to content that they feel is valuable. [a]
Retrieved from "http://en.wikipedia.org/wiki/Attention_Age"[u]

Social media can be said to have three components;
Concept (art, information, or meme).
Media (physical, electronic, or verbal).

Social interface (intimate direct, community engagement, social viral, electronic broadcast or syndication, or other physical media such as print). [w]


Common forms of social media;
Concepts, slogans, and statements with a high memory retention quotient, that excite others to repeat.

Grass-Roots direct action information dissemination such as public speaking, installations, performance, and demonstrations.
Electronic media with 'sharing', syndication, or search algorithm technologies (includes internet and mobile devices).

Print media, designed to be re-distributed. [w]


The use of the term "social media" has risen steadily since July 2006.[1] At that time, this Wikipedia article on "social media" defined it as a term "used to describe media which are formed mainly by the public as a group, in a social way, rather than media produced by journalists, editors and media conglomerates." [2][w]


Chris Shipley (Co-founder and Global Research Director for Guidewire Group) is often considered the first person to have coined the term "social media" as we understand it today. The BlogOn 2004 conference, July 22-23, 2004, focused on the "business of social media." Shipley and Guidewire Group used the term "social media" in the months leading up to that event to discuss the coming together of blogging, wikis, social networks, and related technologies into a new form of participatory media. [w]


The term was also used by Tina Sharkey (co-founder of iVillage, former SVP of AIM and Social Media, and now head of BabyCenter.com) in 1997 to describe a form of community-driven Internet content; and by Darrell Berry in 1995 to describe software systems (such as his multimedia MOO client, Matisse), which facilitate the collaborative building of community and the subjective experience of shared "space" via electronic media. He referred to such systems as "social media architectures'. [w]

Distinction from industrial media

Social media are distinct from industrial media, such as newspapers, television, and film. While social media are relatively inexpensive and accessible tools that enable anyone (even private individuals) to publish or access information, industrial media generally require significant resources to publish information. Examples of industrial media issues include a printing press or a government-granted spectrum license. [w]


"Industrial media" are commonly referred to as "traditional", "broadcast" or "mass" media.. [w]


One characteristic shared by both social media and industrial media is the capability to reach small or large audiences; for example, either a blog post or a television show may reach zero people or millions of people. [w]


The properties that help describe the differences between social media and industrial media depend on the study. Some of these properties are: [w]

Reach - both industrial and social media technologies provide scale and enable anyone to reach a global audience. [w]

Accessibility - the means of production for industrial media are typically owned privately or by government; social media tools are generally available to anyone at little or no cost. [w]

Usability - industrial media production typically requires specialized skills and training. Most social media do not, or in some cases reinvent skills, so anyone can operate the means of production. [w]

Recency - the time lag between communications produced by industrial media can be long (days, weeks, or even months) compared to social media (which can be capable of virtually instantaneous responses; only the participants determine any delay in response). [w]


As industrial media are currently adopting social media tools, this feature may well not be distinctive anymore in some time. [w]

Permanence - industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing. [w]

Community media constitute an interesting hybrid of industrial and social media. Though community-owned, some community radios, TV and newspapers are run by professionals and some by amateurs. They use both social and industrial media frameworks. [w]


In his 2006 book The Wealth of Networks: How Social Production Transforms Markets and Freedom, Yochai Benkler analyzed many of these distinctions and their implications in terms of both economics and political liberty. However, Benkler, like many academics, uses the neologism network economy or "network information economy" to describe the underlying economic, social, and technological characteristics of what has come to be known as "social media". [w]


Andrew Keen criticizes social media[citation needed] in his book The Cult of the Amateur, writing, "Out of this anarchy, it suddenly became clear that what was governing the infinite monkeys now inputting away on the Internet was the law of digital Darwinism, the survival of the loudest and most opinionated. Under these rules, the only way to intellectually prevail is by infinite filibustering."[3] [w]

Information outputs and human interaction

Primarily, social media depend on interactions between people as the discussion and integration of words to build shared-meaning, using technology as a conduit.


Social media has been touted as presenting a fresh direction for marketing by allowing companies to talk with consumers, as opposed to talking at them.[4] [w]


Social media utilities create opportunities for the use of both inductive and deductive logic by their users.[w]


Claims or warrants are quickly transitioned into generalizations due to the manner in which shared statements are posted and viewed by all. The speed of communication, breadth, and depth, and ability to see how the words build a case solicits the use of rhetoric. Induction is frequently used as a means to validate or authenticate different users' statements and words. Rhetoric is an important part of today’s language in social media. [w]


Social media are not finite: there is not a set number of pages or hours. The audience can participate in social media by adding comments, instant messaging or even editing the stories themselves. [w]


Social media can take many different forms, including Internet forums, weblogs, social blogs, wikis, podcasts, pictures, video, rating and bookmarking. [W]

Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. [w]

Many of these social media services can be integrated via social network aggregation platforms like Mybloglog and Plaxo. [w]
Examples of social media software applications include: [w]
Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox, ExpressionEngine, Xanga [w]

Micro-blogging / Presence applications: Twitter, Plurk, Tumblr, Jaiku, fmylife
Social networking: Bebo, BigTent, Facebook, LinkedIn, MySpace, Orkut, Skyrock, Hi5, Ning, Elgg [w]

Social network aggregation: NutshellMail, FriendFeed
Events: Upcoming, Eventful, Meetup.com [w]


Wikis: Wikipedia, PBwiki, wetpaint
Social bookmarking (or social tagging)[5]: Delicious, StumbleUpon, Google Reader, CiteULike
Social news: Digg, Mixx, Reddit, NowPublic [w]

Opinion sites: epinions, Yelp

Photo sharing: Flickr, Zooomr, Photobucket, SmugMug, Picasa
Video sharing: YouTube, Vimeo, sevenload
Livecasting: Ustream.tv, Justin.tv, Stickam, Skype
Audio and Music Sharing: imeem, The Hype Machine, Last.fm, ccMixter [w]

Reviews and Opinions

Product Reviews: epinions.com, MouthShut.com
Business Reviews: yelp.com
Community Q&A: Yahoo! Answers, WikiAnswers, Askville, Google Answers [w]


Media & Entertainment Platforms: Cisco Eos
Virtual worlds: Second Life, The Sims Online, Forterra
Game sharing: Miniclip, Kongregate [w]


Information aggregators: Netvibes, Twine (website)
In recent years, numerous companies and brands have used the platforms and channels above as well as many others not included here to market their products. [6] Healthcare and pharma companies have been slower than many other industries to adopt these technologies due to regulatory concerns. [7] Recently, this has changed with many healthcare and pharma companies using social media to communicate with physicians and patients. [8] [w]

^ "Google Trends: social media," trends.google.com, http://www.google.com/trends?q=%22social+media%22&ctab=0&geo=all&date=all&sort=0
^ "Wikipedia: social media (9 July 2006)," wikipedia.org, http://en.wikipedia.org/w/index.php?title=Social_media&oldid=62939074
^ Keen, Andrew, The Cult of the Amateur, Random House, p. 15, ISBN 9780385520812
^ "Social Media: the future of small business marketing," Constructaquote.com, http://www.constructaquote.com/home/business-guides/social-media.aspx
^ Golder, Scott; Huberman, Bernardo A. (2006), "Usage Patterns of Collaborative Tagging Systems", Journal of Information Science 32 (2): 198-208, doi:10.1177/0165551506062337, http://www.hpl.hp.com/research/idl/papers/tags/tags.pdf
^ A wiki of social media marketing examples from Peter Kim's blog, Being Peter Kim
^ Miley, M and Thomaselli, R, Advertising Age (2009)"Big Pharma Finally Taking Big Steps to Reach Patients With Digital Media
^ Pharma and Healthcare Social Media Wiki via Dose of Digital [w]

Further reading

Benkler, Yochai (2006). The Wealth of Networks. New Haven: Yale University Press
Johnson, Steven (2005). Everything Bad is Good for You: How Today’s Popular Culture Is Actually Making Us Smarter. New York: Riverhead Books
Scoble, Robert, Israel, Shel (2006). Naked Conversations: How Blogs are changing the way businesses talk with customers. New York: Wiley & Sons
Surowiecki, James (2005). The Wisdom of Crowds. New York: Anchor Books.
Williams, Anthony D. (2006). Wikinomics, How Mass Collaboration Changes Everything. New York: Portfolio. http://www.wikinomics.com/.
Li, Charlene, Bernoff, Josh (2008). Groundswell, Winning in a world transformed by social technologies. Boston: Harvard Business
Shirky, Clay (2008). Here Comes Everybody: The Power of Organizing Without Organizations. New York: Penguin. http://www.herecomeseverybody.org/.
Gentle, Anne (2009). Conversation and Community: The Social Web for Documentation. Fort Collins: XML Press. http://xmlpress.net/conversation.html.
Retrieved from "http://en.wikipedia.org/wiki/Social_media"[w]
References [u]
^ Nielsen BuzzMetrics - CGM Overview
^ Participative web: User-Created Content (pdf), Organisation for Economic Co-operation and

^ User Generated Content: Is it Good for You?, eMetrics Marketing Optimization Summit, Washington D.C. 2007
^ "The growing cost of free online content". Deloitte Media Predictions. http://www.deloitte.co.uk/TMTPredictions/media/Rising-cost-of-free-online-content.cfm.
^ "The growing cost of free online content". Deloitte Media Predictions. http://www.deloitte.co.uk/TMTPredictions/media/Rising-cost-of-free-online-content.cfm.
^ Jenkins, Henry (SODA), "Convergence Culture", New York University Press, New York
^ http://www.aftonbladet.se/71000/
^ "Guardian Unlimited website: The trouble with user generated content". http://blogs.guardian.co.uk/organgrinder/2007/01/the_trouble_with_user_generate.html.

Retrieved 2007-02-10.

Facilitated by Terry Bankert, 1000 Beach ST, Flint MI 48503, 235-1970, http://www.attorneybankert.com/

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