semantics have a key role to play in facilitating conversations on the internet
Just been reading the 10th Anniversary edition of The Cluetrain Manifesto. In his Chapter ‘but how does it taste?’ Rick Levine focuses on the changes in Participation – through blogging, social networks and participation in ecommerce sites (customer reviews etc). However he references the walls between his Linkedin, Facebook and Phone universes. I like his demand: ‘We need to be more fanatical in our elimination of conversational friction’.
This very much speaks to the Cluetrain Manifesto – that the Internet is all about conversations. And effectively Levine is making the point that semantics has a role to play in facilitating this.
Threat to privacy posed by social networks
The editorial in this morning’s Irish Times returns to the subject of privacy an the threat posed by social networks:
For some, new technologies raise troubling questions about Orwellian surveillance and the dangerous blurring of the public and private spheres. Most of these businesses, after all, are based on the premise that you, the user, are the product, with your personal data mined for the benefit of advertisers and other commercial interests. Such concerns are legitimate, but they are not the whole story; new technologies also offer potential for positive social change, greater accountability and transparency. They require governments and organisations to engage in more meaningful ways with their citizens and clients, and they can harness the power of the crowd to make sure that this actually happens.
I am reminded of comments previously made by analysts in this sector: No personalisation without transparency. It is a question of balance between what you are willing to share in order to receive relevant content/ suggestions. Unfortunately ‘willing to share’ is often replaced by ‘inadvertent sharing’.
Interesting to see the editor balancing the threats posed with the potential benefits in terms of greater transparency and accountability. I think the most practical step the Irish Government could take in this respect would be to participate actively in the growing movement of publishing data using linked open data formats.
Contributed to a case study in the Innovation section (pp42 – 44, Experts’ Advice – P44) of today’s Irish Times – looking at how a ski adventure company could use social networking to market their business.
Text of my advice in the case study:
BlackRun: Online for off piste
This is a typical 2009 scenario in Irish business – someone from the Facebook generation (‘gen f’) bringing ideas about social networking to the owners. The concerns are classic: fad or not, geeky or not? Simone is right – at least half BackRun’s target audience is social network friendly. So it’s a ‘no brainer’ – need to get on board. The good news: with some upfront planning this can be achieved, without swamping the team.
BlackRun needs a basic web site, optimised for search – integrated with a blog (could use software such as WordPress). Ruth & Simone need to set targets for blog posting frequency e.g. 3 times per week. Team members should be profiled in the blog and encouraged to post. Twitter, LinkedIn and Facebook accounts should be established – using auto notification of postings on the BlackRun blog. Worthwhile Twitter accounts should be identified and ‘followed’. BlackRun should aim to tweat daily – ask questions, answer queries, use hashtags. Facebook advertising should be considered.
There are great tools available to assist in managing online presence e.g. google webmaster, WordPress utilities, Tweetdeck, Nexus (Facebook). BlackRun needs to avail of these.
Finally, management should commit to measuring the effectivess of these initiatives on a weekly basis.
Barry O’Gorman consults in social networking, collaboration and semantic web.
I think Microsoft have done a nice job in their upgrades/ fixes to Live. However I think they face major challenges in trying to establish significant presence as a 'social network' partner. My own experience to date has been that having an established presence with Linkedin, Facebook and Plaxo – people do not want to hear from me suggesting they subscribe to another presence. Presumably, like me, they are inundated with invitations to subscribe to sites.