5 Comparing Social Media Email Closed addressing, asynchronous, heavy-weight Instant messaging Closed addressing, synchronous, light-weight Blogging Open addressing, heavy-weight Social networks Social addressing, asynchronous Twitter Open & social addressing, asynchronous, light-weight 5
Simple, seemingly trivial concept… Say what you’re doing in 140 characters or less “Microblogging” Modeled after IM status Keeping people “connected, concise, authentic” Default “public” Twitter
8 Matt MacLaurin, Microsoft Research 2009 Understanding Twitter for Business Extremely lightweight authoring Huge collection of interests A paradoxical mix of kids and media influentials Everything is public Noteworthy items are re-broadcast repeatedly Good originators attract followers Don’t be fooled by large number of casual users Significant media formats are emerging… 8
13 Matt MacLaurin, Microsoft Research 2009 Make Social Media work for You Web site with official in-depth messaging Brief, timely, regular updates via twitter Watch twitter for uptake of your message Reach out to commentators and critics Dialog with other users is key: For every 1:1 conversation, there can be 1000s of listeners Rare opportunity for personal interaction with influentials Use desktop and online tools for easy monitoring 13
14 Matt MacLaurin, Microsoft Research 2009 Integrating Social Media in Outreach Blog major items Tweet timely events and new items Search for pickup of your message Respond to positive and negative discussion Dialog with emergent activists and influentials
15 Matt MacLaurin, Microsoft Research 2009 Microsoft activities in Social Computing 12 years Very early in Social Computing research Deep integration across product offerings coming to market
16 Windows Live: Integrates Twitter, Facebook,..
Advantages Authenticated users Rich data Minimal bad behavior Challenges Privacy Company public data Credibility Information overload Integration with Enterprise Software
19 Microsoft’s coming wave of social software Windows 7 Integration of online search with the desktop Office 2010 Deep social integration throughout the Office system Bing Real-time search of twitter and other Windows Live Connects with Facebook, Twitter and dozens of other services 19
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