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This article, posted on TechCrunch, discusses the release of a report from Nielsen, a worldwide market research firm, based in the US, perhaps best known for the ACNielsen Poll and Television ratings survey (Nielsen, 2011). Wauters here discusses the outcome and conclusions of research conducted by Nielsen into the effectiveness of social media advertising on Facebook. Wauters states, 'the report leverages six months of research consisting of surveys of more than 800,000 Facebook users and more than 125 individual Facebook ad campaigns from some 70 brand advertisers." Mangold & Faulds argue that by "enabling customers to talk to one another" social media is effectively "an extension of traditional word-of-mouth communication"(Mangold & Fauld, 2009). With traditional advertising rates and audiences falling, advertisers are keen to seek ways to reach new markets. Being able to leverage users social media networks can provide an important tool to reach a wider audience. Wauters suggests, according to surveys conducted by Nielsen, advertising recall on Facebook jumped between 16% and 30% when adverts mentioned friends or were featured in friends newsfeeds. Statistics here strongly suggest advertising is more likely to be noticed, and acted upon, if it seen to be 'recommended' by someone consumers know. --- It is interesting also to note Nielsen and Facebook are themselves engaged in a collaborative project to study social media advertising. Wauters points out: "Nielsen and Facebook recently joined forces to develop ad effectiveness solutions to determine consumer attitudes, brand perception and purchase intent from social media advertising." With this in mind, perhaps Wauters is correct to sound a note of caution: "we're not saying the report is bogus, but it's something to keep in mind if you decide to download it for yourself." References: Mangold, W. & Faulds, D. (2009, July-August). Social Media: The New Hybrid Ele

Belinda, This article was particularly of interest to me as I have used Facebook advertising platform both for work and my online business. Social Media advertising to me is different to other online and offline advertising. Having used Facebook as a medium to advertise my business, I can conclude that it's not the best medium to advertise. The conversion rates on the campaigns were low, that is the conversion of clicking and purchase. I accept that there might have been other factors that influenced the data. Comparing my Facebook campaign to my Google Campaign, it showed that campaigns through search i.e. user searches for your service or product is more effective. There is also the probability that campaigns may not reach the right demographic. In 2007, Vodafone suspended advertising on Facebook after its ads appeared on the profile page of a British right-wing Party. This prompted a flurry of other advertisers, including the AA, COI and Virgin Media, to follow suit (Clark, 2007). Facebook cannot effectively measure that the campaign is reaching the right audience. If I am allowed to, can I boldly state that Social Media campaigns are only effective when free or user generated. I applaud the article for questioning the release of such data by Nielsen. The question is, are social media networks the correct channel to advertise when users may be more interested in connecting than buying your product or service? Social Brands perform better on Facebook because most people on Social Networking sites are there for fun so it makes logical sense that industries such as tabloids and blogs (Bullas, 2011). Reference: Bullas, J. (2011). How Effective Are Facebook Ads? Retrieved from JeffBullas.com website: http://www.jeffbullas.com/2011/02/25/how-effective-are-facebook-ads/ Clark, N. (2007). Storm over ads on social sites. Marketing, 1. Retrieved from http://proquest.umi.com.dbgw.lis.curtin.edu.au/pqdweb?index=0&did=1326449831&SrchMode=1&sid=1&Fmt=3&VInst=PROD&

I certainly agree with the article. With mass consumed site like Facebook there should be advantages that give opportunity to certain business. The detail profile users made, can a kind of mass database that marketer can access. Collaborate the business with Facebook may allow company to get broader publication. But in Yu (2010) article, "The Most Powerful Secret in Facebook Ads", he mentioned that only certain business type that can get the best result. Local business will be the one who get most advantages because in Facebook you can have detail specification of where your ad will appear (the reason why it's effective) (Agarwal, 2010). This local business is easier to share among friend because they have likelihood in geographical aspect. Consumer product and entertainment also will get a good publication through Facebook ad. Users interest that provide in Facebook profile will give you opportunity to reach the main target audience of your product. But still the interesting fact that found by Nielsen will affect how business sees social media website. They will think about it straight away to use this kind of advertising methods that will lead them to higher profit (although the marketing teams need to have a complete plan before rather than just follow the trend). Agarwal, A. (2010). How Effective is Advertising on Facebook?. Retrieved from http://www.labnol.org/internet/are-facebook-ads-effective/13957/ Yu, D. (2010). The Most Powerful Secret in Facebook Ads. Retrieved from http://www.allfacebook.com/facebook-ads-secret-2010-06

Although often overlooking the role of politicians in organizing online political collaboration, Sanson documents the crucial role that facebook played in galvanizing and motivating the millennial generation of voters to participate and engage in political debate throughout the 2008 election. There is an underlying theme throughout this paper that it was a case of peer -to-peer relationships that caused this revolutionary collaboration of young voters. Further highlighted is the ease with regards to facebook being an organizing tool, with social actions within the site being reflective of a ground based campaign and helping to form a new kind of politics(Sanson, 2008). Sanson ponders why it is that the youth vote has suddenly became more engaged in the political spectrum, considering factors outside of the political world; noting that both circumstance(BBC News,2008 ) and the timing of incidents over the last decade may well have instigated this youth movement. Yet it is crucially noted that the internet and particularly Facebook became a catalyst for this millennial collaboration, based not solely on political presence online but also the wealth of information and the free-flowing style of messages combined with the vast number of users(Facebook, 2011) and the ultimate chain reaction of a peer-to-peer connection. Noted throughout is the fact that this social network was used for more than just organization and a spear head of this political collaboration - highlighted is how it was used for financial muscle, as well as a tool for micro-targeting and the education of a younger generation on both the candidates and the political process. Throughout this academic paper a thorough explanation is offered as to the triggers of this millennial political collaboration which has led to a new dialogue being opened between the politicians and the voters, there can be no question that Facebook has revolutionized the way that political collaborations are conducte

The Internet has presented a medium for people to carry out 'liberal individualist' transactions with government agencies. In 2001, Microsoft announced that the internet will empower citizens "to set their own political agendas, establish government priorities and help implement policies" (Katz & Rice, 2002) and, as Angela Sanson's chapter explains, the 2007/8 United States elections rang this prediction true. Campaign finance was "just one of the many ways Obama's IT and social networking approaches revolutionised citizen participation" (Norquay, 2007): Evidence of internet incensed political dialogue, such as discussion forums, sites indicating support/non-support for parties and leadership (for example, President Obama's 1.7 million friends at the time), videos, art and news combine to create an increasingly potent role for the internet user. Obama endeavoured to "define his campaign by 'conversations' with the American people" (Westling, 2007), and in doing so, formed genuine connections which later translated into votes. As Westling recognises, Facebook is an ultimate campaign tool as it combines the "best features of local bulletin-boards, newspaper, and town hall meetings and places them in one location that is available at any time in practically any location" (2007). Many scholars have likened the transformative role of the Internet in political propaganda to that of television in the 1966 U.S. Election. The impact of the internet, however, far surpasses television because of the vast potential for individual empowerment. Instead of simply voting for themselves, citizens had the opportunity to actively contribute to political change in their peers. From the public's perspective, Facebook "gives amateur activists an easy way to connect with other citizens around the globe and helps them push their collective concerns to the top of political agendas" (Sanson, 2008). This same online influence was successfully em

Very Interesting article. Here I am reminded of Jean Baudrilliard and "Simulacra & Simulation". In it, he talks about how the media shapes the way viewers understand. Effectively he suggests war as it shown on television, was a manufactured by media represention. "The media and the official news service are only there to maintain the illusion of an actuality… of the objectivity of the facts. All events are to be read backward." (Baudrillard, 1994, p.38) Like most things, with recent events in Egypt, it is the media represented accounts, which have become the "real". The idea the Twitter and Facebook can mobilise a revolution is a powerful symbol. "What is perhaps the most telling here is that, as Bikyamasr points out, "millions of the Egyptians that went to the streets probably don't own a computer, and definitely were not checking Twitter or Facebook for where the next gathering was taking place." The article suggests that, by the time the internet was cut off, the protests were already in full swing. Perhaps the Egyptian Government fell for the media reports of the power of Social Media. "It was through word of mouth, not online calls for activism that brought the Egyptian government to its knees". It is important to point out that word-of-mouth is a powerful tool for communication, whether it is through hand-written messages, text or social media, word-of-mouth messages are more likely to be trusted and acted upon by recipients (see Kozinets et.al, 2010) as well as fostering a connection and sense of community between the sender and receiver. References Baudrilliard, J. (1994) Simulation and Simulacra. University of Michigan Press. Translated from the French by Sheila Faria Glaser. Kozinets. R., de Valck, K., Wojnicki, A. & Wilner, S. (2010, March). "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities" in Journal of Marketing. 74(2). pp.71-89. Retrieved via American Marketing Association/Atypon.com, 13 April 2011. http://ww

Mayton seeks to address what he views as the Western Media attributing the Egyptian political revolution to the presence of activists online. He underlines that with only a quarter of the population having access to social networks and media online, the idea that a "Revolution 2.0" occurred is seriously flawed. While acknowledging the useful presence of collaboration online, Mayton attributes the success of this political change to a word-of mouth and paper handout campaign, combined with a motivated and committed Egyptian people, preferring to credit the Internet with bringing the issue to the forefront of international politics. However Wael Ghonim a leader of the ground movement that would ultimately topple Mubarak, contradicts the ideas presented in this article. Instead he accredits social networks and in particular facebook (ref) as being the catalyst behind the revolution. While Ghonim acknowledges that any political protest requires bodies on the ground, he attributes the internet and collaboration that occurred on facebook with empowering Egyptian individuals. Furthermore the ability of these networks to spread information at a vast rate, combined with the ability to go undetected were attributed to the success of the initial protest which began in April 2008. This protest organized solely online was the trigger cause for the unrest and the political change that would unfold. Mayton highlights that the common misconception that every Egyptian has direct access to the internet is perhaps symbolism for an Egyptian society that still remains stratified. While this paper underlines the idea that attributing the success of this political collaboration to the internet overlooks the ground work and alternative methods employed to help further this revolution, there can be little doubt that in this course of history social networks did provide empowerment for some of the Egyptian people and played a significant role in this advancing this political colla

To most Australians, the conflict in Egypt was not an Internet revolution until their newspapers, bulletin websites and television told them as such. Spurred on by Google Middle East and North Africa Marketing Director Wael Ghomin's announcement that the Egyptian protesters had "the internet to thank for their victory" (Luna, 2011), headlines across the globe were swept up by the 'Revolution 2.0' media darling. It may be a journalist's job to disseminate current affairs- constructing language and presenting palatable news to their public- however the truth and integrity of the Egyptian Uprising reports suffered at the hands of the outspoken. Jordanian expert on branding Ahmad Humeid recognises these synoptic "slogans" (Pickerill, 2011) such as 'Revolution 2.0' as "extremely important for Western media audiences... [to] take an event and package it in a certain light" (Humeid, 2011). Joseph Mayton's commentary works to detangle the internet's 'exaggerated' role in Egypt. He presents the facts: 25 per cent of Egyptians have no access to a computer, let alone a wifi connected iPhone in their back pocket. The 'Online Revolution' label directly discounts the internet "have-nots" who "struggled for the same cause under the same umbrella". Finally, activists continued to mobilise, even during the four days the Government shut down the Internet service (Mayton, 2011). Yes, there was a significant initial online role in the January protests, but this article encourages that we cannot lump strong-willed street activism in its hundreds of thousands as an Internet uprising. Mayton reminds us the well-worn lesson: we should not accept anything at face value. Ignorance is bred through the blind digestion of 'fact'; we can only come closest to the truth by negotiating as many disparate viewpoints as possible. References: Mayton, J. (2011) Egypt did not have an Internet Revolution. Published on BIKYAMASR, Feb

Tumblr becomes new media that more conversational than Twitter nor Facebook. The multi format of contents that you posted builds more conversation and comments rather than posted in Twitter. The content also become more fun and interesting, also engaging to reader that invites them to involve in the conversation and share it to others. Most of the publisher consideration to use Tumblr is because of the more conversational aspect. Facebook is more to building identity in the web but Tumblr an extension of their printed materials. The feature of not showing how many followers that you have-not like in Twitter or Facebook-also makes Tumblr professionally one step ahead. As the senior editor of Newsweek, Mr.Coatney, that start using Tumblr for his magazine say, "It is less about broadcasting to an audience and more about communicating with a community." (Wortham, 2010) As collaboration tools, Tumblr fit printed media perfectly. It becomes the new extension of magazines that engage a whole new conversation level. The relationship is no longer between letters to the editor, but readers involve as co-creator that give them sense of ownership (Wortham, 2010). The development of web 2.0 creates the notion of two-way communication pattern that need to be followed by traditional media. Wortham, J. (2010). Media Companies Try Getting Social With Tumblr. Retrieved from http://www.nytimes.com/2010/08/02/technology/02tumblr.html

Contrasting the prominent role the internet played with political revolutions in both the Arab and Western worlds (Dutta, 2008) the striking notion is how significant the Internet and subsequent social medias are in empowering ordinary citisens. For the first time in history the minorities of society have a place to establish equal-footing, share information and as Conley (2011) notes destabilize the old guard and oppressing political regimes. As we see internet inspired revolutions spreading across the globe the idea championed by Ghonim that "the best way to liberate a society is to give them the Internet (Smith 2011)" is becoming increasingly relevant. There's also an underlying theme throughout this news report that this political collaboration was strengthened by the inept tactics adopted by the Mubarak government. As well as the significant costs to the Egyptian economy and businesses through unplugging the Internet, it only served to advance the cause of the protesters elevating personal political stories to a global audience and invoking internet users and organizations from around the world to partake and assist in this online collaboration. A pressing issue for me is the evolution of this collaboration, the grassroots movement can be traced back to 2008 (Egypt's opposition pushes demands as protests continue, 2011) and since then the underground and organized techniques employed by the protesters online, were crucial in not only this political movement going undetected by an oppressive regime but also the successful outcome of this collaboration. While briefly touching on the potential negative aspects of the greater utilization of social media, this source clearly demonstrates how the internet and particularly social networks have assisted in the liberation of the Egyptian society. Although it remains to be seen whether similar internet revolutions will occur, evidenced here is a political collaboration build online and as Cowie (2011) docume

In a media environment where opinion tends to incline toward black or white extremes, MSNBC's technology blogger Wilson Rothman clearly and diplomatically maps out Egypt's January conflict. Performing a simple online search of 'Egypt revolution' will deliver thousands of arguments for two sides of the coin: those reinforcing a dedicated belief that social media conceived and sustained the revolution, and those (such as Mayton, 2011) who consider this estimation a gross discredit to the majority of activists with no online access. Most refreshingly, Rothman refuses to bow to broad and antagonistic statements- preferring instead to present the chain of events and their professional commentary- providing his reader with the means to determine their own position. In light of Wikileaks tracing the seeds of activism from 2008, Facebook and Twitter was used to mobilise numbers for the January 25 demonstration. This is the function for which many consider the Government 'turned off' Internet in Egypt for, however Philip Howard regards the ability to document (photograph and video) and post online the violent police response as a far greater threat and 'kill-switch justification' for the Government. During this time, the leaked media (i.e. SpeakToTweet) were "rendered more uplifting and powerful by their illicit nature" (Rothman, 2011). Journalist John Guardiano has gone as far to say that "Mubarak resigned really because of the pressure imposed on him by CNN, Fox, MSNBC, Al-Jazeera, Al-Arabiya, Twitter, Facebook and the Internet" completely disregarding the Tahrir Square protesters and igniting the online comment "You bring your hyper partisan lens to bear on events you know little about" (Guardiano, 2011). Rothman's article reminds us that although Egypt's Revolution was 'Internet-fuelled' and gave individuals the capacity to "tell the story...and making sure someone is there to hear the story" (Rothman, 2011), it is

Highlighted throughout this wire piece is the principal idea that the collaboration of online political supporters of the Obama campaign did not happen randomly, rather as Benko (2008) notes there was a "clear vision" behind the strategies used to empower, encourage and promote this activism. While this article takes a more statistical approach the vast success that the campaign had in translating online collaboration into an offline political movement is demonstrated as over 150,000 campaign related events were organized through online communities, and in the last week of the campaign online volunteers were asked to make over a million phone calls encouraging others to vote. A key strength of this source is the lack of political ideology or motive present. As a news piece it offers factual and well supported observations and comparisons as to how this online collaboration evolved. This is documented when noting the crucial role that this organized campaign played in generating financial muscle for the candidate, Obama himself noting "that it was the working men and women" who helped to obtain over $600 million most of which was donated online. The Obama campaign employed the right people in Rospars, Hughes an Goldstein (2009) to exploit the potential Youth, grassroots and hard - to-reach voters with an online political strategy they helped to not only involve them in this revolutionary online collaboration but to also give them a feeling of political empowerment. This reliable source is therefore key in documenting how the Obama campaign skillfully executed an online strategy to maximize group collaboration. Offering not only a balanced and factual observation as to how the internet empowered and mobilized the ordinary citizen thus revolutionizing the political scene of the western world, but also crucially that with this campaign there was a clear bridge that activism online can result in political involvement and ultimately change offline. Refer

It is important to remember that, although Obama cleverly attached the Internet to his campaign, a combination of factors contributed to his 52 per cent (Stirland, 2008) majority: A compelling and humanising personal narrative, stellar oratory skills, and that "the moment was perfect for his message of 'change'" (Norquay, 2007). Obama's candidacy was a consciously planned and executed national movement that "lent itself to mass mobilisation among that very portion of the population that is the most new media friendly and tech-savvy, the younger demographic" (Norquay, 2007). The youth not only engaged in the web pages and online action groups produced by the Obama campaign, they took it upon themselves to create their own media content; such as the 'Yes We Can' (http://www.youtube.com/watch?v=jjXyqcx-mYY, 2008) celebrity-driven music video which reached Youtube notoriety, or the portrait graphic a supporter produced later going on to be assimilated into the official promotion. This content-creation parallels my topic on Middle East revolutions, through activist's construction of uniform slogans, signs and imagery (McHugh, 2011). This article concludes with the prediction that Obama's "rise to the presidency will be studied for years to come as the textbook example of a new kind of electioneering driven by people and technology" (Stirland, 2008), and- to a less successful extent- this was realised in the Kevin07 campaign, in which "Kevin Rudd launched his campaign to online publicity buzz- turning to blogging, Youtube and Facebook" (Best, 2007). The Obama Campaign speaks volumes on trends towards the democratic possibilities of technology; but dystopian thought suggests that "people go online to find out more about a subject, not to be politically transformed" (Lievrouw & Livingstone, 2002). Even though a 2000 ULCA study (Kahn & Keller, 2004) showed only 29.7% of users felt the internet led to people having greater pow

Topic : How internet technology has shaped collaboration within organisations. How social networking increases collaboration at IBM http://proquest.umi.com.dbgw.lis.curtin.edu.au/pqdweb?did=1930082361&sid=1&Fmt=3&clientId=22212&RQT=309&VName=PQD This article is an extract taken from a 2009 Melcrum Research report. The article focuses on IBM and how a social networking application has increased collaboration for its 365,000 employees around the world through the use of an application called the BluePages which has been loosely modelled on MySpace and Facebook. The IBM BluePages are accessed six million times each day by staff and contain basic staff information which is pulled from IBM's HR records, and includes information about reporting lines and where people fit inside the organisation. Staff can update their photo, and add specific information about themselves through the use of tags (keywords). Tags connect staff to others who might be using the same tags, in addition colleagues can add tags to another individuals page which further builds a relevant database of expertise throughout the network. IBM's BluePages also take search to the next level, whereby if someone is searching on a tag (keyword) that has been used by an individual, all people that have that tag will also be returned in the search results. "This development opens up semantic contextual information to the wisdom of the crowd." [Ethan McCarty] IBM also has a collaborative application called ThinkPlace where anybody in the company can post an idea. If the idea has merit, others can comment on it until the idea has developed into something that requires action. Another use of ThinkPlace has more of a social conscience whereby one employee noticed

Like IBM, I manage the intranet for an organisation where a significant percentage of our workforce work from locations other than work. This Melcrum article concentrates largely on social tagging and social bookmarking. Ethan McCarty, editor in chief of IBM Intranet believes " 'tagging' will be one of the most significant things to have happened on the internet." I agree with much of what McCarty says. Our organisation is moving from a fairly one-way push of information on our intranet to a more collaborative and activity-based platform. I was interested to read about IBM's BluePages, which seems to be an extension of a normal phonebook but connects people with other people's knowledge through social tagging. We are about to launch a similar application on our intranet that also has a self-editing system. This is an important first step in getting our intranet to become a place of collaboration. Hopefully the launch of this tool will allow management to see staff can be trusted to use tools correctly and self-edit and that 'social' networking concepts used on the internet can be translated into valuable internal tools. Tagging through the contact directory is also a feature of social networking that our management and culture would be comfortable with as a first step. In a fairly risk-adverse culture, many senior managers believe the use of 'social networking' tools in the workplace would open up a Pandora's box of problems. This article however, demonstrates that collaborative and networking tools in the workplace obviously have a valuable role to play. I think the words 'social media' and 'social networking' scare a lot of managers off right from the start.

For IBM, the social networking site is not only works well internally. They also use SNS as a way to build relationship to consumer. I personally use IBM as an example of online collaboration. They use Tumblr as collaboration tools to create conversation between company and their audience and users. http://smartercities.tumblr.com/ I saw this Tumblelog as a corporate social responsibility project to give back to consumers. They are trying to engage consumer with the smart way of living (mainly by using IBM product). In this Tumblr, consumer can contribute by sending an email about their smart way of living. They also can like or reblog the post from IBM that indirectly lead them to viral marketing. Relate to your article, for a big company such as IBM social network may become the best way to communicate with all employees. They can get a fast information and suggestion about the company. But the criticism is, for example, if they join the company group in Facebook it means they need to be conscious with what they put online. Their private life also can be seen by the company. They can say bad things about company that will make them risk their job. Because I heard this kind of story where people get fired just because they forget they are friend with their boss in Facebook. This is only my criticism.

Newsweek decide to use Tumblr as their collaboration tool and this is the reason.

Honestly, we can say that decision to use social media as collaboration tool to achieve marketing goals is still blurred. Business is still experimenting to see how it would work by looking at audience reaction and response. That is also what Newsweek did as explained in this Tumblr post. As Mark Coatney, the senior editor who is in charge with Newsweek Tumblr account, mentioned Tumblr could be the future of magazine journalism (Coatney, 2009). The reason he used Tumblr is not only for mimic the trend among publisher to use social media as collaboration tool, but he see Tumblr as a new way to connect to audience. Various contents that you can post encourage a deeper engagement rather than a 140 character on Twitter. Tumblr which follower can choose to like the post or reblog the post shows how audience is equal with the publisher. Younger audience wants this kind of relationship so they have the sense of ownership to the magazine. This collaboration tool shows how conversation build in the platform build a stronger relationship between publisher and audience. With collaboration, publisher has a chance to have a frequent post or deeper explanation about topics that discussed on the printed version. The ability to personalize Tumblr page and poste different format become the advantages of this platform compare to other social media. Actually, the way stories posted in Tumblr similar to magazine layout, fresh and creative. That why I'm agree with Coatney that Tumblr can be the future of magazine journalism. Coatney, M. (2009). Why We Tumbl. Retrieved from http://newsweek.tumblr.com/post/255742202/why-we-tumbl

I have seen Tumblr used in many different ways, such producing a blog based on photography, fashion or art for example. A lot of these are personal blogs where the person has created the photos or art and is posting it for people to see, but then there are so many blogs which are based on reclogging other people's posts within one of these themes. It was interesting reading this article as being familiar with the use of Facebook and twitter for traditional media companies, I had never thought of Tumblr being used for this. Although as stated in the article, Tumblr does not have nearly as many users as Facebook or Twitter, it has the ability to spread images, text, videos and links for users to see in a much easier way. For example on facebook a link posted would only be seen by those who are a fan of the page, whereas on Tumblr, once something is reblogged it is seen by all of the followers of that person, and if two more people reblog it from there, it is seen by all of their followers too. With Tumblr being a growing platform, media companies have the chance to gain attention from thousands of people from all over the world.

Known as 'social media marketing, viral marketing, buzz, and guerilla marketing' Word Of Mouth Marketing has become an important feature of marketing online. This article is a fairly in-depth study looking at issues of shifting narratives, practices and theories in WOMM, particularly in the face of growing social media communities. The article looks at ways social - media marketers are dealing with "networked coproduction of narratives" made possible by the affordances of social media tools and the Internet (Kozinets, 2010). Kozinets et. al. argue the evolution of word-of-mouth marketing is marked by 3 stages: First, the Organic Interconsumer Influence Model, or simple word-of-mouth, which is not directed, promoted or directly influenced by marketers; Second, the Linear marketer Influence Model, sees marketers seeking to influence and guide WOM by focusing on so-called "opinion leaders" who are able to influence others. This the of marketing will be familiar to Facebook or Twitter users, who may be used to seeing products recommended by well-known celebrities; Third, is the Network Coproduction Model. This refers to "managed one-to-one seeding and communication programs". As Marketers and consumers often have very different goals, such a strategy is not without risk. As Kozinets et.al. point out (2010) "consumers are regarded as active coproducers of value and meaning, whose WOM use of marketing communications can be idiosyncratic, creative, and even resistant". The main challenge in Word Of Mouth Marketing (WOMM) online is that marketers typically have less control over the content and direction of the campaign or opinion (see Mangold and Faulds, 2010). According to Kozinets et.al (2010) the key to successfully engaging large and often disparate groups is building network of "one-to-one" personal relationships, which allow individual members to become involved and feel a part of the process of narrative building and meaning creation. References: Kozinet

This article brings some ideas about internet and social networks services. When I heard the word Social Production I immediately think of ownership. The fact is, for a truly collaborative effort to be made, ownership must be discarded, which is a very difficult concept for emotive based humans. There are also the other factors such as wealth that are the driving force behind online social networks. At the end of the day, it's not idealism that drives these infrastructures, but it may appear so in many cases that is a majority of them are driven for financial means. People don't seem to realize but websites like YouTube or Facebook were not created for the purpose of purely sharing information, providing a platform for people to gather and solve issues, in fact, they were created as a means of making money. A very smart way of making money, that is shaping the online world. For example, Facebook has very strong metrics that measure behavior and activities. Users willing to hand over their details maybe not fully realizing that their information is a commodity that will be sold to companies so their advertising department can target them. What I find amazing is the fact that many people are not willing to divulge information about themselves to a telemarketer on the phone or a strange on the street, but they are fully willing to divulge the name, interests and share photos with the world online. The Social Networking age of the internet is breaking down people's privacy and truly exposing a world in which everyone can know everybody. Reference: Kallinikos, J. (n.d).Social Production, Information and Organisation Forms: Rethinking Collaboration. Retrieved from http://www.dsp.unibo.it/seminari/Social_Production_Kallinikos.pdf

Convofy wants to go beyond being a private Facebook and Twitter to let companies collaborate around content like web pages, images PDF files, PowerPoint files, Word Files and Excel (Tsotsis, 2011). Convofy claims to be the most private powerful social network enabling organisations to communicate, collaborate and share more easily and effectively than ever before. Convofy combines the functionality of twitter, Facebook and Google Docs. Networks within an organisation can post ideas, links, and files, and their followers can comment on them. Convofy also provides on-the-go communication and collaboration by making it available for mobile phones in the form of application. In a market research conducted by Research and Markets in 2009, organisations viewed applications such as Web, audio, and video conferencing, messaging, and document collaboration as critical components of an effective collaboration strategy ("Meeting the Enterprise Collaboration Challenge: Vital to the Success of the Distributed Organization," 2009). The research then concluded effective collaboration is no longer a "nice-to-have," rather it is a critical requirement for success in the modern economy ("Meeting the Enterprise Collaboration Challenge: Vital to the Success of the Distributed Organization," 2009). Though there have been enterprise collaborative tools launched over the years, Convofy claims to be the powerful. We will just have to wait and see. Reference: Meeting the Enterprise Collaboration Challenge: Vital to the Success of the Distributed Organization. (2009). 1. Retrieved from Business Wire website: http://www.businesswire.com/news/home/20090724005305/en/Research-Markets-Meeting-Enterprise-Collaboration-Challenge-Vital Tsotsis, A. (2011). Convofy Is A Workplace Collaboration Tool Centered Around Documents And Images. 1. Retrieved from TechCrunch website: http://techcrunch.com/2011/04/06/convofy-is-workplace-collaboration-centered-around-documents-and-images/

The role any Government should play in regulating the Internet is certainly an intriguing argument. Having analyzed the liberating power of the Internet with particular regards to assisting revolutionary political collaborations in the western world (Fraser, 2008), it has become apparent that any attempt to restrict access to content or the internet itself only seeks to further the cause of these being oppressed. This is demonstrated throughout this paper with the uprising in Egypt and the documentation that the "internet shutdown only sought to incite the protesters more." Perhaps the most pressing issue presented from this paper is not only Mubarak's ability to shutdown the internet, but that similar scenarios have arisen across the Arab world and the political justification for large-scale shutdowns of the world wide web have all been fundamentally flawed. Moreover the desperate attempts from political factions to prevent online access, and the steps and methods employed to ensure a shutdown demonstrates just how significant the Internet has become from a governments perspective in empowering both the opposition and the individual leading to potential online collaboration in an attempt to cause political revolution. While there is perhaps too much focus on the technical aspects required to implement a shutdown throughout this article, the poor lack of justification for attempting to potentially kill the Internet within the western world is certainly pressing. While political collaboration online did not reach the same aggressive scale in relation to the situation in Egypt, the justification for a potential kill switch being solely based on a fear of online pandemics is certainly flawed and as Chen (2011) notes human presence will "most likely be a hindrance" in the face of a cyber emergency. Whether online terrorism will become a prominent threat in the 21st century remains to be seen but the justification for killing the internet in order to ha

It seems rare that such a thorough and enlightening review would be found tucked away in the inside page of a global internetworking magazine. Thomas Chen has produced an excellent overview of the Mubarak Government's rationale in shutting down internet and mobile operators, as well as a world-wide evaluation of the relationship between the Government, private ownership sectors and the Internet. Weeks earlier Tunisia endured Internet control on a lesser scale, with the closure of news sites and political blogs, arresting news bloggers and were even "suspected of injecting hidden Javascript on certain Facebook pages to steal login passwords" (Chen, 2011). Chen tackles the difficult question 'What is the proper role of Government?' with the ease you would expect of a technology magazine's editor, questioning whether the Government is entitled to centralised control (quarantine) as though an online threat were a human pandemic such as SARS or swine flu. Mubarak's 'flicking of the switch' during the January uprising has ignited alarm over free speech in the United States. In 2010 a bill was introduced which suggested giving the President the ability to cut off "the nation's connection to the rest of the Internet during a time of crisis" (Lawson, 2011). At the time Senator Lieberman clarified that this so-called 'kill-switch' was for the safety of the American people, to disconnect them from international traffic 'in case of war' (Lawson, 2011). The idea that this switch is not only technologically possible but also a future prospect caused great concern. At the end of the day, did the 'kill-switch' work? The short answer is obviously "no", as the revolution continued during the blockage, Internet was returned after four days, and the Government fell after 17. However the long answer is far more complex. The existence of the 'kill-switch' technology reminds us that Government control and censorship of the Interne

Although I am not sure if a YouTube video link is alright for this assignment I felt it was a great source for the topic of online collaboration in student education and learning. Coomey envisioned an online global collaboration of journalism and broadcast students from different universities and in the year 2000 set out to accomplish this project in collaboration with other universities around the world. Many obstacles were in the way of success however, mostly technical, and highlight the evolution of online collaboration technologies. Computer access in 2000 was not as readily available as it is today in 2011, bandwidth was slow and internet connections were unreliable. Time differences between the students in their respective countries was also an issue as for this project, chat rooms were used as the main collaboration tool. Coomey ultimately says the collaboration effort was not really a collaboration as the students weren't able to work together due to these technical issues but rather they were only able to discuss their projects after the fact. Now in 2011 as most of the technological issues have been solved and also with the development of Facebook, Twitter and YouTube. A new project called the Global City is now in it's maiden form and the website can be found here http://www.theglobalcity.org/. With the continuing evolution of online collaboration tools an the innovation of users we can see that many of the obstacles and boundaries once faced are slowly able to be dissolved, which opens up new opportunities and experiences to students around the globe. References: Coomey, M. (2010). The Virtual Newsroom: An International Online Collaboration between Broadcast Journalism Retrieved from http://www.youtube.com/watch?v=oPAtVVKwzPw

As a journalism major having spent the last two weeks working 9am to 6pm newsroom shifts to produce our newspaper's first edition for 2011, I find myself particularly drawn to this topic. Putting aside its unreliable air-conditioning and sticky keyboards, the short tempers of sleep-deprived students and the threat of vitamin D deficiency...working in the newsroom proved to be one of the most socially creative and genuinely rewarding environments I have experienced. And I can say with certainty- it wouldn't have been the same online. I am an enthusiastic advocate for the news media to embrace the online sphere and enable its consumer to "archive, annotate, appropriate and recirculate media content in powerful new ways" (Jenkins, 2004). The convergence of news online presents an exciting opportunity for audiences to interact with the news in "increasingly participatory" (Dueze, 2007) ways such as Facebook, Twitter and Youtube (Coomey, 2011). There are noticeable positives to an online newsroom: reporters can publish their work immediately and from anywhere, the capacity for international voices, and not having to rent office space or purchase on-site equipment. According to a 2005 survey into the roles of journalists in online newsrooms (Magee, 2005), organisations expect their journalists to multi-task- writing, producing multimedia, and publishing their work- an overload which may dilute the quality of the product. A traditional newsroom has its journalists physically and mentally there, and the atmosphere is intoxicating. It's noisy, you bump into people, and there's always someone microwaving Chinese food. You don't need to wait for someone to come online to reply, or get tripped up by faulty programs and Internet connection. It's a hive of imagination and collaboration. Someone will walk past and offer their suggestions on a better layout, people call out for a headline or editing suggestion, others showing photographers and

Two tools are discussed in this article, a 3D virtual world for teaching and learning called the AET Zone and ConnectYard, a collaborative tool that integrates different forms of online communication. Although AET Zone has some benefits and has been useful in the teaching programme at the Appalachian State University, it is the second tool that offers more opportunity for those needing to collaborate. As a collaborative tool used in an educational setting, ConnectYard provides as its basis for success a social constructivist viewpoint. Learners construct their knowledge through social and cultural settings (Kim, 2001). ConnectYard provides an online collaborative setting allowing students to learn together. One of the main attributes of the tool is that it is able to interact easily with existing social networking tools such as Facebook and Twitter, text messaging and even email. The advantage of this is that members do not have to get to know a new technical application - they can use whatever they are most comfortable with. Another feature of this tool is that students are able to contribute even if they do not have an Internet connection. Students can collaborate using mobile phones, allowing them to connect anywhere, anytime (ConnectYard, n.d.). The ConnectYard widget is embedded within a web page, interfacing with other networks (Howard & Wallace, 2010). Using ConnectYard gives collaborative members a choice about what tool they use at whatever time they want. As stated by Howard & Wallace (2010, last para.), "The use of social networking tools allows our students to engage in a level of collaboration that would be awkward, if not impossible, without a means to communicate effectively". ConnectYard is an effective, easy to use collaborative tool, which offers flexibility, privacy and builds community.

References: ConnectYard (n.d.) retrieved from http://www1.connectyard.com/ Howard, B & Wallace, P 2010. Social Networking Tools to Facilitate Cross-Program Collaboration. EDUCAUSE Quarterly (EQ) 33(4) retrieved from http://www.educause.edu/EDUCAUSE+Quarterly/EDUCAUSEQuarterlyMagazineVolum/SocialNetworkingToolstoFacilit/219139 Kim, B. (2001). Social Constructivism. In M. Orey (Ed.), Emerging perspectives on learning, teaching, and technology. Retrieved from http://projects.coe.uga.edu/epltt/

The "Old Spice Guy" Campaign has proven to be a game-changer, not only for Old Spice but for social media marketing. Ehrlich points out (2010), such campaigns seek to involve the audience in an immersive experience, essentially making viewers part of the campaign. Since the original campaign advertisement was launched, the campaign reached 40 million views in a week for a total 1.4 billion campaign impressions across all media, including thousands of parody mashups. The campaign has since gone on to increase sales of Old Spice by 107% and even won the Cannes Film Lions Grand Prix in 2010 (the advertising industry's equivalent of winning an Oscar for best film). Arguably, the most interesting and memorable feature of the campaign has been the interactive "Old Spice Responses". Responses was a series of 186 custom-made videos made for fans and celebrities selected from comments from Social Media Sites like Twitter, Facebook and Reddit (Ehrlich, 2010; see also Grant, 2010). These videos posted on YouTube became the basis for a viral campaign that achieved 6,000,000 responses in 24 hours. The true genius behind Wieden & Kennedy's simple idea, as Ehrlich points out (2010), is that it is viewers themselves who are maintaining the campaign's momentum as "viewers to go viral". This marks an important shift as "brands don't make viral videos, users make videos viral." That's exactly what Old Spice achieved." (Ehrlich, 2010). References: Grant, R. (2010, 10 August). 'Wieden+Kennedy's Old Spice Case Study' in We are Social [video] Retrieve 12 April 2010 via http://wearesocial.net/blog/2010/08/wieden-kennedys-spice-case-study/ Williams, M. (2010, 26 June). "Old Spice scoops Cannes Film Lions Grand Prix" Retrived 12 April, 2010 via http://www.campaignlive.co.uk/news/1012646/Old-Spice-scoops-Cannes-Film-Lions-Grand-Prix/

My topic is more specifically related to videoconferencing, through the use of software programs such as Skype. But I found this article (and this marketing campaign) interesting as they were combining video technology with a marketing campaign, which was the first marketing campaign of its kind (Taylor, 2010). Video has many advantages including those discussed by Isaacs and Tang (1994), which are connecting people who are geographically dispersed, building motivation, providing visual cues and body language indicators. I think Old Spice incorporated these four benefits of video and utilised them effectively into their campaign. They could have made the responses in text only versions, but this would not have been as impactful or effective. They relied on visual cues and body language indicators to assist in delivering their message. Due this marketing campaign being innovative it helped to motivate consumers who were geographically dispersed into spreading these videos throughout their social networks. However as discussed by Masum, Brooks and Spence (2005), without the use of a high speed Internet connection this campaign would not have been as successful. A high speed Internet connection would need to be in place to upload the video content to its users and also share the content throughout the network. If it was still common for users to have dial up speed Internet connections, they would not have found this campaign as motivating as they would have had to wait for it to download and users may have become uninterested quite quickly. References: Isaacs, E., Tang, J. (1994). What video can and can't do for collaboration: A case study. Multimedia Systems, Vol. 2, Issue 2, pages 63 -73. Masum, H., Brooks, M. and Spence, J. Music Grid: A case study in video collaboration. First Monday. Retrieved on 16 April 2011 from http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/rt/printerFriendly/1238/1158

Thanks Mandy, you make an interesting point about the importance of Broadband Internet in the growth and popularity of video as a means of communication. It is sometimes easy to overlook or even overestimate the role of tools and affordances in analysing collaborative projects and events. Rosanna's article "Egypt did not have an Internet Revolution" suggests the role of social media was greatly exaggerated by the media and, in fact, the most important collaborative tool in the recent Egypt uprising was, in fact, face-to-face communication and word-of-mouth.

As a not fully identified type of platform-a blog or microblog-Tumblr has become the preferred platform to share information and ideas. Unlike Twitter with limited 140 characters post and Facebook that ask you to create virtual identity, Tumblr give a space that is more fun and entertaining. As collaboration tools, Tumblr will be a perfect match with traditional publishing. This article talks about how publisher use Tumblr as an online tools to emerge two-way communication between publishers and readers. Author stated that by posting stories, Tumblr offer opportunity to make it going viral (Mwangaguhunga, 2010). The easiness of Tumblr to be shared around, give a chance that Tumblr will become a great collaboration tools. The five publishers mentioned in the article, each publisher using Tumblr in their own way to fit their printed version. They see Tumblr as a new way of communicating with younger audience and it is how they understand their readers. * Life (http://life.tumblr.com/) * The Village Voice (http://villagevoice.tumblr.com/) * The Atlantic (http://villagevoice.tumblr.com/) * The Economist who always incorporated their magazine with nontraditional elements that exist (http://theeconomist.tumblr.com/) * The New Yorker (http://newyorker.tumblr.com/). The way publisher post a story in Tumblr does not have to be the same type that they published on the printed version. It can be a funny story, a glimpse of what the audience sees on the next edition, a short video of related topics on magazine (which they can show in their magazine) and other type of content that give more experience to readers. Tumblr also can be a good publicity for the publisher, showing that they understand their readers. Mwangaguhunga, R. (2010). 5 Tumblr Microblogs that Works. Retrieved from http://emediavitals.com/content/5-tumblr-microblogs-work

Tumblr is quickly becoming one of the Web's most popular and unique platforms on which to share and discover interesting content of all media. Many popular publishers have flocked to Tumblr to share content in a new way. The article is interesting as it gives an overview of five publishers that use the microblogging platform effectively. Many companies are struggling with their social media strategy and getting it right can be a challenge. In order to succeed with tools like Tumblr, businesses need to understand the audience they are trying to reach and communicate in a language of their customers (Nathan, 2010). The five publishers that Mwangaguhunga (2010) examines know how to communicate in ways that attract their readers. The author suggests that frequency in posting is what attract and engage the community. Microblogging can be an effective tool for businesses if used well. One of the benefits of microblogging that has not received as much attention in the literature is its use for crowdsourcing. Crowds can be more performing and efficient than current organisations. Using a microblogging site like Tumblr for crowdsourcing can be faster, cheaper and more accurate than putting a project in hands of individuals (Kessler, 2010). Tumblr provides a new way of communicating with consumers, thus I find this article valuable as a resource for the project. References Kessler, S. (2010). 5 Creative Uses for Crowdsourcing. Retrieved from http://mashable.com/2010/05/26/creative-crowdsourcing/ Mwangaguhunga, R. (2010). 5 Tumblr Microblogs that Work. Retrieved from http://emediavitals.com/content/5-tumblr-microblogs-work Nathan, L. (2010). How Businesses Can Overcome Social Media Obstacles. Retrieved from http://www.logannathan.com.au/social-media/how-businesses-can-overcome-social-media-obstacles/

From this article I found out that Tumblr as one of the blogging platform is a way for publishers to be more irreverent, funny and make them unique by putting on Tumblr both in their official website or even their blogs. This article mentioned about five publishers that use Tumblr as micro blogging social platform such as Life, The Village Voice, The Atlantic, The Economist and The New Yorker. In here, users can share both information and ideas whereas Tumblr give more space compare to Twitter which limited into 140 characters only. By relating to my own topic, which is talk about the use as well as features of social bookmarking site (delicious), tumblr both features and usefulness support as an online tools to works, create and emerges two-way communication within readers and publishers, it is a great collaboration tools since each of the users would be able to customized their own way, and as for this case as the outcomes, tumblr is a new way of communicating with younger audience, last but not least as for the sources itself, its taken from some media sites named emedia as in credible sources where it based on media organization. By looking at this article I found out several benefits of using tumblr and how the features support on how users - in here are publishers and readers are able to share both information and ideas. References: Mwangaguhunga, R. (2010). 5 Tumblr Microblogs that Works. Retrieved from http://emediavitals.com/content/5-tumblr-microblogs-work

Skype is a free download which can be accessed from their website (www.skype.com.au). It is user-friendly, quick and easy to download. Once installed, minimal instruction is required to use Skype. Skype users can be located through searching the email address book, connecting through Facebook or inputting the username into the search box. Once connected with others, Skype has the ability to make audio calls, videoconference, share files and instant message. Video conferencing can be utilised throughout Skype with no charge. Skype allows users to see and hear others, which increases the effectiveness of the communication exchange. In Skype's recent update, screen-sharing functionality was added. This functionality enhances a videoconference by providing users with access to share one another's screens to view presentations or to assist with IT issues. Audio calls can be made between Skype accounts or through VOIP software to landlines or mobiles. The benefit of making calls through Skype is that they can be significantly cheaper than calling through a mobile or landline. Skype call charges start as low as $0.23c per minute. Credit for calls can be loaded onto Skype through the use of a credit card. Instant messaging allows users to talk to one another without the use of audio or video. It can be utilised when working on projects or for an alternative to video/audio in particular when Internet speed may not be high enough for a good connection. Instant messaging can be conducted with just one person or multiple people can use instant messaging simultaneously allowing for people to collaborate on projects. An extra benefit of Skype is file sharing, files can be shared instantaneously with no limit on the file size. This is a great benefit to businesses that may have size restrictions on their work email.

Skype is an excellent software that both individuals and businesses can make use of. Skype's unified communications capabilities make it a useful strategic tool for businesses. While Skype has been successful in the consumer market, it may have had harder time cracking into business market as there are already several competitors. Skype likes to point out that more than 30 percent of its global user base uses the service for business. However, there have been speculations that a greater proportion of business use is overseas and that a much smaller percentage of "business users" have integrated Skype with their office systems (Blackwell, 2009). Blackwell (2009) suggests that the reason why not more businesses use Skype is that call and connection quality are not always as good as they are on public switched telephone network. As Skype works over the open, Internet and peer-to-peer technology help route calls, thus the service may not provide the quality sufficient for business use. Another concern is the security of the Skype service as it uses the public Internet for voice calls (Reardon, 2009). I think that the different collaborative opportunities Skype offers are valuable for small or medium-sized companies looking to keep costs down. Reardon (2009) believes that businesses in general won't get rid of their existing telephone service to use Skype, but some may use it to communicate with employees internally. References Blackwell, G. (2009). The Pros and Cons of Skype for Businesses. Retrieved from http://www.smallbusinesscomputing.com/buyersguide/article.php/10729_3816716_2/The-Pros-and-Cons-of-Skype-for-Business.htm Reardon, M. (2009). Skype Targets Businesses with New Service. Retrieved from http://news.cnet.com/8301-1001_3-10201830-92.html

I agreed that skype is an excellent tool, since it is user friendly and widely accessible. Apart from computer usage, it could also be accessed on smart phones, which it is a trend now and still growing on mobile phone usages. I felt that Skype had especially collaborated distant communication; as a student studying away from home country, a budget international communication tool like Skype is demanded. Yet the quality of calls is doubtable as Elin Frustol said, and I found this is a problem with most of online calling tools, such as msn messengers, tango and vibers. I believe that is not only the problem of the tool but also internet accessibility, and computer technology. These issues would need a longer time to fixed, and it may lead to broader usage such as business and government, however the question is would it still be a budget tool by then?

The idea of collaborative video creation and crowdsourcing

This was an engaging article that provided an insight into collaborative video platform Stroome by interviewing its co-founder. Stroom is a relatively new platform that allows individuals to upload video and edit it with multiple individuals from around the world. Stroom is essentially focused on providing a platform for crowdsourced video. Individuals can work on an editing project by themselves or with others. In a nutshell Stroome can be defined as a "collaborative video editing service" (Scott, 2011). This article links well to my topic of crowdsourcing. I am interested in discovering new tools which draw on 'the wisdom of the crowds' and encourage collaboration between individuals from around the world in new and interesting ways. This article interviews the co-founder of Stroome and provides us with an insight into what stroome is about, how crowdsourcing can be utilised through Stroome, and what the future of video uploading and editing is. It is a reliable and useful source if you were interested in Stroome, crowd sourcing, and the potential path video and crowdsourcing are heading towards. Since this tool is relatively new, it provides us with insights into future trends and how crowdsourcing is evolving online and taking advantage of different media forms for a wide range of purposes. According to the article Crowdsourced videos are just beginning to flourish, however they do have a huge potential and provide great opportunities for areas such as citizen journalism. Most recently, "Stroome was used by protesters in Egypt when the government blocked Twitter and Facebook" (Scott, 2011). This quote from the company's co-founder suggests that this platform is also about liberation and spreading details through viral platforms such as Stroome. Overall a useful source in relation to crowdsourcing, citizen journalism, and online collaboration through interactive media platforms. References Scott, J. (2011). Can collaborative online video creation go mainstre

This news article introduces us to a new visual online collaboration called SyncSpace. According to the article, SyncSpace provides real time remote collaboration. The idea behind the application is to connect people remotely to brainstorm and share ideas in a way that can't be done with traditional modes of communicating. The notion that an organisation constantly has to share ideas in a collaborative way is what SyncSpace core functions are based on. In a true collaboration sense, employees in different cities can now use the app to work together on a variety of projects. The app among other things permits multiple users to view and edit the same document in real time from anywhere in the world ("SyncSpace for Android and iPad Revolutionizes Visual Online Collaboration," 2011). As well as working online, SyncSpace provides the functionality to work offline. Working with other online tools, SyncSpace also allows the user to share their documents on Twitter, Facebook and email. This new application will provide small scale organisations the ability to collaborate and share ideas in real time whilst on the move. In the fast paced business world, remote networking is favourable. SyncSpace is part of a new breed of tools created to aid organisations collaborate effectively. Reference: SyncSpace for Android and iPad Revolutionizes Visual Online Collaboration. (2011). Retrieved from Sfgate.com website: http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/04/13/prweb8296303.DTL

In this article Hsu discusses the importance of keeping up to date with the changes and innovation in online learning and teaching through collaboration tools. He emphasizes that many of the first online collaboration tools were not designed as such, but were initially personal use technologies such as instant messaging and email. Hsu mentions that these "conversational technologies" and "constructivist learning tools" (2008, pg. 63.) encourage users to create their own content and to participate in a more interactive and collaborative way. This is especially true as we move from a more "print based" education method to a more "digitally based" method of education delivery. (Hsu, 2008, pg. 63.) The progression of these online collaboration tools means more tools are now available, evolution from email and forums to instant messaging, blogs and wikis (2008, pg. 70). In 2011 we also see online collaboration occurring through other tools not originally designed as a specific online collaboration and educational websites, such as Twitter and Facebook. Hsu emphasizes that online collaboration in education enhances the experience for students and provides teachers with more methods in which to deliver material to their students. Participation and student satisfaction increase in a "collaborative community" (2008, pg. 72.) Reference: Hsu, J.. (2008). Innovative Technologies for Education and Learning: Education and Knowledge-Oriented Applications of Blogs, Wikis, Podcasts, and More. International Journal of Web - Based Learning and Teaching Technologies, 3(3), 62-81. Retrieved April 15, 2011, from ProQuest Computing. (Document ID: 1525792171). (Retrieved from Curtin Library Catalogue)