Dry goods

It is believed that this kind of business book in the era of everyone has the characteristics of "input one week and output one lesson"

If we want to summarize the content in one sentence, we will discuss the changes brought by the popularity of social tools in the Internet age to the formation, expansion and response of groups in the face of interest-related events. The book focuses on the benefits of social media to social development, while the disadvantages can be considered as brushes.

After reading the whole book, as a stupid student with a little knowledge of social media, I can say that I have gained a lot of knowledge. It is not difficult for the author to explain his views through a large number of experiments and examples.

Next, I will sort out the key points of the chapter (in a popular way that I think is better understood) and some of my own ideas. (the expression is not very good, but I feel that the dry goods are full. )

This paper tells the story of a man who lost his mobile phone in new york in 2006, but the person who found it refused to return it. Instead, we published news on the Internet, established a bbs communication platform, aroused social concern, let the police participate effectively from the bottom up, and finally found the mobile phone. Once groups are formed, it is not so simple to control them.

Social competence is one of our core competencies, which appears in almost every aspect of our lives, with both causes and consequences. Society is not only the product of individual members, but also the product of group composition. The centralized relationship between individuals and groups, the collective relationship between individuals within groups and the collective relationship between groups constitute a complex network. New technology makes it possible to form new groups.

The main point of this chapter is that the popularity of social tools reduces the cost of sharing, cooperation and collective behavior, and the difficulty of operation is also reduced. (This view is the main argument throughout the book, which can be said to be the function of the book. In the next chapter, the author describes the specific changes of * * * enjoyment/cooperation/collective behavior, and the logic behind the decline in the cost and operation difficulty of these behaviors. )

First of all, groups are complex, and groups are by no means equal to the sum of one individual after another. When the size of the group expands, the complexity of the group will increase accordingly. The complexity of the group is reflected in the following aspects: it is difficult to unify individual opinions; The organization cost is high and the organization is difficult; It's hard to find a group.

The complexity of the above groups can easily lead to "institutional dilemma". "Institutional dilemma" means that the bigger the organization, the higher the cost of coordinating its operation. When the cost of managing organization members is higher than the value of individuals to the organization, the development of the organization will be in trouble.

The operation mode of socialized tools is conducive to solving the institutional dilemma. Social tools provide users with a platform to output information and create their own value, but reduce the cost of managing and coordinating these outputs.

In traditional groups, there is usually a mode of "concentrate first, then share", but now the use of social media allows users to get together based on * * * enjoyment, "concentrate first, then share".

Compared with traditional media, social media has the following characteristics:

1, social media information is more timely. (In the face of emergencies, the process and time for traditional media to arrive at the scene of the incident are different from those for users to upload the scene of the accident directly on social tools.)

2. Social media has a smaller and more accurate audience. (Users can upload and browse selectively according to the tags they are interested in.)

3. The information provided by social media can play a wider role (for example, in the face of catastrophic events, timely delivery of on-site information can help rescue).

4. The development history of social media is much shorter than that of traditional media, and social tools are characterized by extensive amateurism. This also means less management and restrictions to a certain extent. Not all information can be seen in traditional media, but news can be presented through social media.

In this chapter, the author's ideas are roughly as follows:

Traditional media practitioners often confuse "newsworthy events" with "events that the media is obliged to report". For example, we may not pay attention to which country's leaders are celebrating their birthdays, but we may pay more attention to some social issues that are close to our lives, easy to discuss and need reflection.

The author believes that the difference between professional media practitioners and self-media in information transmission and news release ability is not a fault, but a "gentle slope"

Due to the social concept and the level of economic development, the impact of social media on society is a long-term process. The emergence of new technology needs a suitable social environment to make it develop better. )

In the internet age, the scarcity of media no longer exists, and the media industry is amateur on a large scale, and everyone can become self-media.

The emergence of social tools has created a new ecosystem, rather than introducing a "competitor" to traditional media.

Before the advent of the Internet, the media can generally be divided into:

1, broadcast media: one-way information transmission (radio, television, magazines and newspapers, with a certain audience)

2. Communication medium: two-way interactive communication (telephone and fax focus on the communication of 1v 1 and are interactive).

In the internet age, social tools make the above classification no longer applicable. The media revolution at this stage combines symmetrical participation (interaction) with amateur production (broadcasting).

1. User-produced content appears (ugc)

(1) Interaction is confined to one's own social circle, and scientific research has no audience. (2) Strong interactivity and communication.

2. Relatively high-quality professionally produced content, independent of user-produced content (pgc)

(1) interactivity is restricted. (2) More users are concerned and the playback effect is good.

The network has realized the technology of combining the function of "broadcasting" with interactivity, but the level of interactivity is related to the audience size of the media itself. It is difficult for an influential IP to interact with users who pay attention to it at 1v 1.

Traditional media are filtered before they are released. Before printing and publishing, information should be screened. In the information age, the cost of publishing content has collapsed, and publishing information has become a very easy thing, but filtering these mixed information has become a very difficult thing to do. Publish first, filter last. In the Internet age, information explodes, and what is valuable is not information, but attention.

In this chapter, I think it is worth noting that although all the information we publish on the Internet is public, these publicly released information has no audience. For us ordinary users, social media is still a part of our social circle to consolidate and supplement the real world, focusing on interaction rather than communication. (Most of them have insufficient influence from the media and belong to the long tail part of power law distribution. )

In this chapter, the author takes Wikipedia as an example to illustrate the operation of collaborative production mode under the Internet environment. This shows that the Internet/social media makes it possible for strangers to benefit from each other.

1. What is Wikipedia?

An open encyclopedia platform based on the Internet, where users can modify their own content.

Compared with the traditional encyclopedia, Wikipedia can keep pace with the times, and the number of items in the knowledge base will continue to expand.

2.2. Features of Wikipedia

(1) Users can be both readers and contributors to the item (roles can be changed).

(2) the effect of throwing bricks to attract jade. For example, someone has created a one-sentence entry that simply describes a technical term, but people can constantly enrich this entry to make it more scientific and keep pace with the times. People are more willing to perfect what has been stumped than to do something from scratch.

(3) spontaneous division of labor. Users who modify entries are not necessarily experts. Some of them create new entries, some perfect entries, some are responsible for correcting typos, and some can make abstract languages easier to understand. ......

3. Why do people want to contribute to Wikipedia

(1) Users can gain brain exercise while editing the entry (exporting knowledge is a way to consolidate knowledge, for example, I am writing this note now to sort out some points I learned while reading), satisfying users' vanity and leaving a trace of "being here" on the entry.

(2) Some parts of the brain are willing to do something unwise but meaningful to society. When many users are related to Wikipedia entries and constantly update and correct them, the malicious spread by those who want to destroy them will also become impossible (because it will soon be corrected by other users)

4. Wikipedia's self-protection mechanism (filtering error/malicious information)

Wikipedia adopts the mechanism of publishing first and then filtering, and it is inevitable that it will meet some users who maliciously undermine the order of Wikipedia community.

On the one hand, as I summarized in the third point, after being destroyed by a few people, most users in the community who intend to maintain social order will come out to update.

On the other hand, when the social environment is destroyed, the problem of socialization can be solved by technical means.

In this chapter, the author also specifically mentioned the embodiment of "power law distribution" in social communication. There may be hundreds of people contributing to an entry on Wikipedia, and the entry may be modified thousands of times, but only one or two users really play a constructive role, and they modify it the most. Most users only modify it once, because of the long tail of power law distribution.

This chapter mainly expounds that social media has broken the local limitations of information and the barriers that collective response needs to face.

The first aspect breaks the local limitation of information. Internet makes the receiver of information become the disseminator of information at the same time. Therefore, the audience size of information has expanded, and the geographical limitations have been broken because of network communication.

The second aspect is to break the obstacles that the collective response needs to face. In the Internet age, people can find people with similar views and opinions more easily, and the immediacy of information dissemination also ensures that the organization of collective action is more efficient. So as to change the intensity, scope and duration of the public's response to events related to their own interests.

In the "viral communication/word-of-mouth marketing" that marketers and advertisers often say, among the three elements, the possibility of the audience accepting information, the possibility of establishing contact with potential audiences and the total size of the audience, as long as the value of one element increases, the influence of the spread content will greatly increase.

The application of social tools can bring people closer together. In this way, the audience has also expanded and the influence of information has also increased. At the same time, in the face of some events that we ordinary people are concerned about, everyone will combine their own views and express their attitudes, thus attracting social attention. Relevant departments will also respond and do public relations out of group pressure. For example, because there is no air conditioning in a university in Shanghai, students generally feel too hot and the conditions are not good. They went to Zhihu to ask questions, and pointed out in the official accounts of Weibo and WeChat that the lack of air-conditioned dormitories in the school was not conducive to students' physical and mental demands, so that faced with these online information, the school had to promise to install air conditioners. )

This chapter continues the exploration of collective behavior in the previous chapter, mainly telling that social tools have accelerated the action speed of groups and expanded their influence, and the outbreak of group behavior is more unpredictable than before.

First of all, due to the widespread use of social media, people with high enthusiasm can persuade people with low enthusiasm to join their own organizations and enhance their motivation to act together.

In this chapter, the author also expounds the timely contact and temporary organization function of "instant messaging tools" in collective behavior through several mass incidents. Speaking of im, it makes the process of organizing actions after the group gathers more convenient. At the same time, with the support of this technology, users can temporarily carry out activities, so the occurrence of mass incidents is more difficult to predict. (It is difficult for the government to know in advance that the internet has gathered the masses to strike, and the incident will be contained in the cradle. )

In addition, instant messaging tools can also coordinate in real time in the process of group behavior. On the one hand, when members of the organization encounter difficulties, other members can inform each other to help; On the other hand, organizations can enjoy and spread the implementation in the process of action on social platforms.

This chapter first puts forward that social media is beneficial to generate more social capital. Social capital is the resource brought by people's position in the social structure.

In this chapter, the author also points out that the Internet is not a separate cyberspace, but a supplement to real life, embedded in people's real life.

Take meet as an example

When there are enough users, we can classify users according to "affinity" and "proximity".

When a group's preference is smaller, the relationship between people who find each other will be stronger.

It's easier to get together, but it's harder to break up. Therefore, when a group with bad motives is formed, it is difficult to hurt the members of the group and have a bad influence on society. (Terrorist organizations/dieting organizations/cults/pyramid schemes ...)

The small world network is as follows

Small world network: small groups are closely connected, while large networks are loosely connected. Small-world networks can also filter and enhance information (for example, if your social circle is concerned about the same event, the greater the probability that you will learn information related to this event).

Social media has the characteristics of simultaneously expanding and relying on the small world. On the one hand, it makes the members in the small network communicate more closely, on the other hand, it increases the possibility of contact between different small groups.

Social software doesn't introduce us to people we may know, but gives us opportunities to meet those people and introduce ourselves.

The social capital mentioned by the author in the previous chapter can be divided into portfolio capital and bridge capital. The former is the deepening of trust (exclusiveness) within homogeneous groups, while the latter refers to the strengthening of contacts between different groups.

The author also believes that people with structural loopholes will be more creative than those who have always lived in the same circle. Structural loopholes refer to people who have a wide circle of friends and know many different kinds of friends.

First of all, the author takes meetup website as an example to show that the establishment of meetup community is the user's own choice, not out of business analysis. Meetup only provides a platform for users, and the establishment of interest groups and calves is a by-product of user behavior. In this mode, trial-and-error Chen Ben has higher value and lower cost. (Operators don't need to study the market and analyze what kind of community is more popular, but through the independent establishment of users, see what kind of group is more attractive and what kind of group has a long tail market. )

Taking Linux as an example, the author explains through the success and failure of the open source movement that most open source movements end in failure, and only a few (the truth of power law distribution) finally succeed, but the failure of the open source movement is very low-cost. The cost of failure is reduced, and people are more willing to explore and try new things.

In this chapter, the author also mentioned the word "adaptive landscape". Fitness landscape means that for any problem and goal, there is a possibility of a large area, and only a few valuable venues are waiting to be discovered. The open source movement's tolerance for failure makes people more capable of discovering and building valuable improvements.

Main points:

1, information * * *, reduces the right or wrong cost of the open source movement but does not reduce the possibility of its failure.

2. Because of the low cost of failure/trial and error, the open source movement and its similar forms of cooperation are more likely to be explored and realized. ("the wisdom of the masses" is easy to make people realize)

In this chapter, the author thinks that the successful application of social tools needs the following three points.

1. trustworthy commitment (why do users use it, and what are the benefits of using this social chemical? )

For social tools, their audience is not individuals, but groups. Therefore, it is necessary to convince multiple individuals to join them through commitment. We can start with some small groups, so that these people can gain value from social tools first and then expand the audience. (For example, the initial users of livejournal are basically high school students ...)

2. Effective tools

We need to use different social tools for different groups. Tools need to be related to the group interaction mode they support. Small groups pay more attention to the close contact and interaction between groups, while large groups are more suitable for doing some work to give play to the wisdom of the masses (such as the examples of Linux and wiki mentioned above)

3. User-approved protocol (What can users get by using this tool? What rules should be followed during the period)

All groups can't escape the "social dilemma", and the creation of group value can't be separated from the management of groups.