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Share the love: Motivating positive participation in social software
1. Share the love: Motivating positive participation in social software Mike Brzozowski Social Computing Lab Photo credit: Chad Nicholson, crnphoto.com
2. 2 1 September 2009 Photo credit: Chad Nicholson, crnphoto.com
3. 3 1 September 2009 National Archives and Records Administration, Harvard
4. 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
6. 6 1 September 2009 The information ecosystem Distribution Barriers Attention Feedback Motivation Producers(people whohave info) Consumers(people whocan use info) Reward
7. 7 1 September 2009 Distribution Barriers Barriers Attention Feedback Motivation Producers(people whohave info) Consumers(people whocan use info) Reward
8. 8 1 September 2009 The media used to have very few producers… www.ism.stir.ac.uk
9. 9 1 September 2009 Before, cost was a major barrier to production wikimedia.org Marion Doss
10. …now it’s free and “only takes a minute” 10 1 September 2009
29. 29 1 September 2009 Networks in Essembly With T. Hogg, D. Wilkinson, G. Szabo HP Labs
30. 30 1 September 2009 Networks in Essembly With T. Hogg, D. Wilkinson, G. Szabo HP Labs
31. 31 1 September 2009 Influence in Essembly With T. Hogg, D. Wilkinson, G. Szabo HP Labs
32. Peer pressure keeps people contributing to enterprise social media 32 1 September 2009 P(continuing) Active coworkers With T. Sandholm, T. HoggHP Labs
33. 33 1 September 2009 Social motivation Reciprocity Competition Community Impact Influence Novelty
34. 34 1 September 2009 Amazon.com book ratings Standard deviation of ratings Reviewer # F. Wu, B. HubermanHP Labs
35. 35 1 September 2009 IMDb movie reviews Average rating (50 lowest-rated) (50 top-rated) F. Wu, B. HubermanHP Labs
36. 36 1 September 2009 Personal motivation Utility Motivation Reward
37. 37 1 September 2009 Personal motivation Utility Expression Motivation Reward
38. 38 1 September 2009 Distribution Distribution Barriers Attention Feedback Motivation Producers(people whohave info) Consumers(people whocan use info) Reward
39. 39 1 September 2009 Distribution channels Indirect Presentation Aggregation Filtering Direct
45. Attention decays with novelty Digg 45 1 September 2009 Age (minutes) F. Wu, B. HubermanHP Labs
46. 46 1 September 2009 Feedback Distribution Barriers Attention Feedback Motivation Producers(people whohave info) Consumers(people whocan use info) Reward
47. Value of feedback to users “That’s one of the big weaknesses of [blogging], theonly 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
49. 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
51. Lack of feedback people stop posting 51 1 September 2009 Internal corporate blogs, forums Avg. replies received within past 30 days With T. Sandholm, T. HoggHP Labs
52. Lack of feedback people stop posting 52 1 September 2009 Digg submissions F. Wu, D. Wilkinson, B. HubermanHP Labs
53. 53 1 September 2009 The information ecosystem Distribution Barriers Attention Feedback Motivation Producers(people whohave info) Consumers(people whocan use info) Reward
