share the love: motivating positive participation in social software

© 2008 Hewlett-Packard Development Company, L.P.

The information contained herein is subject to change without notice

Share the love: Motivating positive participation in social softwareMike Brzozowski

Social Computing Lab

Photo credit: Chad Nicholson, crnphoto.com

2 1 September 2009Photo credit: Chad Nicholson, crnphoto.com

3 1 September 2009 National Archives and Records Administration, Harvard

4 1 September 2009

What is social computing?

The intersection of social behavior and computing systems

The integration of micro-level interactions with macro-level social phenomena

Leveraging the relationship between local actions and the global behavior of large distributed systems

e.g., organizations, IT systems, markets, communities

The information

ecosystem

6 1 September 2009

Feedback

Distribution

The information ecosystem

Producers(people who

have info)

Consumers(people who

can use info)

7 1 September 2009

Feedback

Distribution

Barriers

Producers(people who

have info)

Consumers(people who

can use info)

8 1 September 2009 www.ism.stir.ac.uk

The media used to have

very few producers…

9 1 September 2009 wikimedia.org Marion Doss

Before, cost was a major

barrier to production

…now it’s free and “only takes a minute”

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11 1 September 2009

…or only a few seconds

12 1 September 2009

Communities invite participation

and offer audiences

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14 1 September 2009

15 1 September 2009

16 1 September 2009

Feedback

Distribution

Motivation

Producers(people who

have info)

Consumers(people who

can use info)

17 1 September 2009

Motivation

1. Economic

2. Social

3. Personal

18 1 September 2009

Economic motivationPrediction markets

Iowa Electronic Markets

19 1 September 2009

Economic motivationBRAIN: Predicting the future

L. Fine, K. Chen, B. HubermanHP Labs

20 1 September 2009

Economic motivationBRAIN: Predicting the future

L. Fine, K. Chen, B. HubermanHP Labs

21 1 September 2009

Economic motivationAmazon Mechanical Turk

22 1 September 2009

Motivation

1. Economic

2. Social

3. Personal

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Social motivation

• Reciprocity

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Social motivation

• Reciprocity

• Competition

25 1 September 2009

Social motivation

• Reciprocity

• Competition

• Community

26 1 September 2009

Social motivation

• Reciprocity

• Competition

• Community

• Impact

27 1 September 2009

Social motivation

• Reciprocity

• Competition

• Community

• Impact

• Influence

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29 1 September 2009

Networks in Essembly

With T. Hogg, D. Wilkinson, G. Szabo HP Labs

30 1 September 2009

Networks in Essembly

With T. Hogg, D. Wilkinson, G. Szabo HP Labs

31 1 September 2009

Influence in Essembly

With T. Hogg, D. Wilkinson, G. Szabo HP Labs

Peer pressure keeps people contributing to enterprise social media

32 1 September 2009

Active coworkers

P(c

ontinuin

g)

With T. Sandholm, T. HoggHP Labs

33 1 September 2009

Social motivation

• Reciprocity

• Competition

• Community

• Impact

• Influence

• Novelty

34 1 September 2009

Amazon.com book ratings

F. Wu, B. HubermanHP Labs

Reviewer #

Sta

ndard

devia

tion o

f ra

tings

35 1 September 2009

IMDb movie reviews

F. Wu, B. HubermanHP Labs

Avera

ge r

ating

(50 top-rated) (50 lowest-rated)

36 1 September 2009

Personal motivation

• Utility

37 1 September 2009

Personal motivation

• Utility

• Expression

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Feedback

Distribution

Producers(people who

have info)

Consumers(people who

can use info)

Distribution

39 1 September 2009

Distribution channels

Direct

Indirect

Aggregation Filtering Presentation

40 1 September 2009

Filtering mechanisms

• Social network

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Filtering mechanisms

• Social network

• Collaborative filtering

42 1 September 2009

Filtering mechanisms

• Social network

• Collaborative filtering

• Search

43 1 September 2009

Feedback

Distribution

Attention

Producers(people who

have info)

Consumers(people who

can use info)

Users allocate attention by filtering on…

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Novelty Popularity

Person Topic

Attention decays with novelty

Digg

45 1 September 2009

F. Wu, B.

HubermanHP Labs

Age (minutes)

46 1 September 2009

Distribution

Feedback

Producers(people who

have info)

Consumers(people who

can use info)

Feedback

Value of feedback to users

“That’s one of the big weaknesses of [blogging], the only way you know if anybody is reading it is if they take the trouble to reply. Without that you have no clue who people are…it’s largely unidirectional.”

—Subject quoted in Yardi et al., CHI 2009

47 1 September 2009

With S. Yardi, S. GolderGeorgia Tech, Cornell

48 1 September 2009

Diverse feedback is valued

“After starting my blog, it was amazing to me how quickly I met other people, especially across different business groups… I would post something on my blog and a week later I’d get an invitation to present on it.”

—Subject quoted in Yardi et al., CHI 2009

49 1 September 2009

With S. Yardi, S. GolderGeorgia Tech, Cornell

Audience diversity

0 0.1 0.2 0.3 0.4

Countries

Cities

Employees

Org units

(Absolute #)

Predictive power

Commenting

Clicking

50 1 September 2009

With T. Sandholm, T. HoggHP Labs

Lack of feedback people stop posting

0 1 2 3 4 5 6

Blogs

Forums

Continuing

Inactive

51 1 September 2009

With T. Sandholm, T. HoggHP Labs

Internal corporate blogs, forums

Avg. replies received within past 30 days

Lack of feedback people stop posting

52 1 September 2009

F. Wu, D. Wilkinson, B. HubermanHP Labs

Digg submissions

53 1 September 2009

Feedback

Distribution

The information ecosystem

Producers(people who

have info)

Consumers(people who

can use info)

Effects on society

55 1 September 2009 flickr.com/photos/fastestsuitintown/

Social media enables sousveillance

S. Mann, U. Toronto

56 1 September 2009

Social media raises intellectual property questions

57 1 September 2009

Social media poses the risk of groupthinkbut also the chance of serendipity

58 1 September 2009

E. Lawrence, J. Sides, H. FarrellGeorge Washington University

59 1 September 2009

L. Adamic, N. GlanceU. Michigan, Intelliseek

Social media democratizesinformation

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61 1 September 2009

Social media mobilizes rapid crowdsourcing

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64 1 September 2009

Social media makes news spread faster

65 1 September 2009

© 2008 Hewlett-Packard Development Company, L.P.

The information contained herein is subject to change without notice

Thank you!Email: mike.brzozowski@hp.com

www.hpl.hp.com/research/scl