share the love: motivating positive participation in social software
DESCRIPTION
A talk I gave at ICISTS at KAIST on August 28, 2009.TRANSCRIPT
© 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”
10 1 September 2009
11 1 September 2009
…or only a few seconds
12 1 September 2009
Communities invite participation
and offer audiences
13 1 September 2009
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
23 1 September 2009
Social motivation
• Reciprocity
24 1 September 2009
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
28 1 September 2009
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
38 1 September 2009
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
41 1 September 2009
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…
44 1 September 2009
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
60 1 September 2009
61 1 September 2009
Social media mobilizes rapid crowdsourcing
62 1 September 2009
63 1 September 2009
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: [email protected]
www.hpl.hp.com/research/scl