Topic: Strategy

What “Never Ending Friending” Means

Ever since NewsCorp put out that self-aggrandizing study on how MySpace is the best place ever to buy advertising, I’ve been thinking about what it means. The study was designed to double monthly advertising revenue from $30m to $60 and so much of the methodology is about brand identification and how well MySpacers react to …

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The Fish Ladder of Greater Participation

How do you promote deeper participation from your web membership, collect valuable demographics from them, and avoid triggering common negative reactions to data collection? With a clear set of objectives for your web site, and some new ways of structuring features, you can help guide your members to action on behalf of your organization; all …

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How Social Networks Think

I’ve had difficulty explaining my networking concepts without resorting to some exasperated cliche like, “that’s just how I think about it.” Well, turns out that scientists at the National Institute of Mental Health are coming to the conclusion that that’s actually how the brain thinks. Of course that’s how I think about it. It’s literally …

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The Internet as Third Place

Ray Oldenburg is an urban sociologist who writes about the importance of informal public gathering places. In his book The Great Good Place, Oldenburg demonstrates why these gathering places are essential to community and public life. He argues that bars, coffee shops, general stores, and other “third places” (in contrast to the first and second …

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Societal Culture and the Internet’s Clusters

China’s “Netizens” number 130 million – and are growing 30% every year. Second only to the U.S., China is installing Broadband everywhere and internet cafes are the size of K-Marts and as abundant as Starbucks. In 2005, Dr. Guo Liang of the Chinese Acadamy of Social Sciences published a study showing that only two thirds …

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What works on MySpace

Over here at Future Majority, I answered a question about how one can make MySpace work. I brought up an example of “virtual-to-field back to virtual mobilization.” The hugely unfunny and equally popular comic Dane Cook is the example. The basic point is that the best political tools on the internet have been invented by …

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Migration and Evolution, Intelligently Designed: YouTube

Culture grows and spreads through environments organically. It evolves. When culture spreads via built environments, its evolution can be intelligently designed. Consider this example: What I know of as Lindy Hop, that athletic, exuberant, acrobatic dance, was essentially invented at the Savoy Ballroom in 1935 by Frankie Manning. Like so many things at the time, …

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Identity in Network Culture: MySpace

What is the culture of MySpace? Youth culture in my town’s high school was dominated by the jocks and their rivals, the burnouts. The closer the burnouts were to jocks, preps, or worse their parents, the more miserable they felt about themselves. The further away from the mainstream, the greater their self-respect and higher their …

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The People Who Run The World

Malcolm Gladwell wrote an article in The New Yorker in 1999 called “Six Degrees of Lois Weisberg.” In it, he tangentially explains how it’s been mathematically proven that Kevin Bacon is NOT the most connected actor, that distinction goes to Burgess Meredith (Rocky’s trainer). Why? For value, the 70 year length of Meredith’s career was …

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