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Monday, July 21, 2008 New Communication Theory and the New Roles for the New World of Marketing

In the era of the "new" social Web, communications is actually evolving back to its origins of communicating with people, not at them. It may seem implied, but communications does not, for the most part, embody two-way discussions.

With the soaring popularity and adoption of Social Media, companies are realizing that in addition to marketing communications, listening and engagement is quickly becoming pervasive and necessary in order to compete for precious, yet thinned and distributed attention. The days of focusing solely on Web stickiness, eyeballs and clickthroughs are fading. These are the days of immersion, conversations, engagement, relationships, referrals, and action.

One of the core issues on the web for many people who try to keep themselves up to date is the increasing noise of information; it means that there are load of information on the web which are irrelevant to the people and we have to look in all those irrelevant information in order to get the chance of seeing the relevant one

as a location where people gathered and talked to each other (thesis 1): they would discuss available products, price, reputation and in doing so connect with others (theses 2-5.) The authors then assert that the internet is providing a means for anyone connected to the internet to re-enter such a virtual marketplace and once again achieve such a level of communication between people. This, prior to the internet, had not been available in the age of mass media (thesis 6.)

In our initial brainstorming, we formulated our sense of Web 2.0 by example: Web 1.0   Web 2.0 DoubleClick --> Google AdSense Ofoto --> Flickr Akamai --> BitTorrent mp3.com --> Napster Britannica Online --> Wikipedia personal websites --> blogging evite --> upcoming.org and EVDB domain name speculation --> search engine optimization page views --> cost per click screen scraping --> web services publishing --> participation content management systems --> wikis directories (taxonomy) --> tagging ("folksonomy") stickiness --> syndication

1. The Web As Platform Like many important concepts, Web 2.0 doesn't have a hard boundary, but rather, a gravitational core. You can visualize Web 2.0 as a set of principles and practices that tie together a veritable solar system of sites that demonstrate some or all of those principles, at a varying distance from that core.

extract structured information from Wikipedia

sophisticated queries

link other data sets

The idea is that if we provide social transparency and enable attribution of work to individual workers in Wikipedia, then this will eventually result in increased credibility and trust in the page content, and therefore higher levels of trust in Wikipedia. Wikipedia itself keeps track of these studies and openly discusses them here, which is a form of social transparency itself. However, even Wales himself have been quoted as saying that "while Wikipedia is useful for many things, he would like to make it known that he does not recommend it to college students for serious research." Indeed, the standard complaint I often hear about Wikipedia is that because of its editorial policy (anyone can edit anything), it is an unreliable source of information.

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