The Web 2.0 revolution

Throwing Sheep in the Boardroom (Authors: Matthew Fraser and Soumitra Dutta) could be subtitled everything you wanted to know about social media but didn't have the time ask. It examines how online social networking is transforming business. “throwing sheep” is a term the authors coin describing what people do on websites to get one another’s attention. For example “poking” someone online, an example of the Gen Y world of virtual social interaction.

Its seems like a useful introduction to the online reality of Web 2.0 powered social networking from the perspective of the authors who seem to have a theoretical understanding of economics, business and organisational behaviour. Social networking has exploded and blossomed into a significant cultural force. The underlying argument of this book is that the "Web 2.0 revolution represents a powerful rupture in established forms of social organisation” The authors contend that the Internet is fuelling changes in society’s social order, values and institutions. The book begins by outlining the social scientific understanding of interpersonal interactions, dividing them into three categories personal, organisational, and consumer. It also examines how social networks break down traditional, centralised, top down power structures, diffusing influence to the edges, including people from all occupations. I'm still reading (listening) to this book so here is a some paraphrasing form an online book review:

"The bulk of “Throwing Sheep” is devoted to a comprehensive account of the ways in which social networking affects everything from interpersonal communication to political activism, following the author’s thematic structure of identity (personal interactions), status (the organisational), and power (communal or civic activity). The conclusion of “Throwing Sheep” doesn’t offer much in the way of proscriptive recommendations, but rather a reprise of its key theme of social networking’s empowering promises. The authors do acknowledge some pitfalls or, as they describe it, the dark side of the Web 2.0 revolution, noting, “Never before have our identities been so exposed to danger.” Yet they trust that humanity’s inherent benevolence, integrity, and morality will prevail, and social networking’s benefits will outweigh the hazards that have already infiltrated social sites.

Key Concepts

• The Web 2.0 revolution, epitomised by social networking sites, represents what the authors call an “eruption” in established forms of social organisation, ushering in an era of increased self-awareness and self-reliance.

• For businesses, Web 2.0 social networks facilitate communication within the organisation and between company and customer.

• Within the enterprise, social networking knocks down departmental silos and corporate walls, all barriers to communication within the organisation.

• Used strategically, Web 2.0 social sites can allow business leaders greater control over their company’s brand, image, and reputation.

• Fundamentally, online social networking isn’t merely a method of communication or a by product of a changing society; it’s an instrument of change."

http://www.throwingsheep.com

Click the button to see the audiobook on iTunes or you can buy the old media version in any bookshop :-)

Google Buzz

Social information on Google has turned Gmail into a social communication tool by joining it with a new service called Google Buzz. There is also a Google Buzz Web app for iPhone and Android devices to make it easy to post Buzz updates and access Buzz posts from mobile phones. Google Buzz looks a lot like a Facebook feed in Gmail clothing. It treats existing Gmail contacts as social network friends and allows the user to share Web links, pictures, videos, and other content with individuals or groups, both privately and publicly. Follow me on Google Buzz here.

Market Research and Social Media

Do you use twitter lists? Twitter Lists are groups you make and is a new way to organise the people you’re following or find new people. Its a way for you to collect together other users on Twitter into groups so that you can get an overview of what they are all tweeting. These Twitter streams give you a snapshot of the list by viewing that list’s page. Lists allow you to organise the people you’re following into groups that make sense to you, and even to add people you’re not following.

This got me to thinking about developing a capability for using social media for market research. The Internet is fundamentally changing how market research and data collection is done. Using social media tools to ask questions is part of a broader trend called crowd sourcing and is tapping into the collective intelligence of the public. Low cost online survey tools like Survey Monkey make it easy to design, and conduct survey research. Even easier is using social media sites and tools to ask questions and bloggers have long used their blogs to ask questions of their audience, but if you don't blog you can still ask questions online.

LinkedIn has a section where users can ask questions and Twitter can also be used for market research in addition to getting a lot of answers and good information if the number of Twitter users following you big enough. Used by companies like Innocentive and Amazons Mechanical Turk which uses crowd sourcing to solve corporate research and other task oriented problems.

New third party services like Brizzly have a fun approach to understanding the world's trends. Brizzly allows you to see why topics are trending on Twitter, and edit their descriptions yourself. No longer wonder why a certain event or company is suddenly in the news.

Speaking of research I have just read a very interesting book, The Abc Of Xyz: Understanding The Global Generations by Mark McCrindle and Emily Wolfinger. With marketers so interested in generational attitudes the book makes the tidy little definition of what a generation is, 'generations are people of a comparable life stage and age who's attitudes were shaped by the same developments, events and trends'. This short synopsis from the publisher "The Abc Of Xyz is designed for educators, business managers and parents who want a brief and useful introduction to Australia's living generations and how they interact. It begins by exploring what a generation is, how its definition has changed, and the trends that are emerging for the future. It goes on to examine specific generational conflict in schools, home and the workplace, and the ways in which they can be understood and resolved. Interspersed with useful tables and figures, the book also offers insights into how our generations compare to their counterparts in Japan, the US and even Finland, and what might lie beyond Z". ISBN: 9781742230351