Online Discussion

The concept that intrigued me the most from the two articles was the idea of trust and how it is used to shape the marketability of the product. In these two articles, the products are books and eBay.

The Six Degrees article discussed the types of influence that online book reviews give to the readers. I actually don't really read book reviews online - I usually only read books that are recommended by my friends or that are on the Times bestseller list. After reading these articles, I guess I do this because I trust these reviewers who have proven themselves to be accurate in the past, and I don't trust the online reviewers who I don't know. But perhaps other people do listen to these reviews - the article discussed how some publishers actually pay critics to write reviews of their books for others to read, and how plagurism is also a problem on some websites, which I didn't really think about. It would be interesting to see if these positive or negative reviews actually affected the sale of the book, or if the book was truly good or bad...

I found the eBay article interesting as well, in that the entire "community" is built on trust and reviews alone. I had never actually heard of the 5 basic values of eBay and I wonder if those values really do affect the trust that seems to have been built around the community. I find it interesting that for the most part, users are quite legitimate and I think that the reviews in this situation play a huge factor on whether or not a user decides to purchase a certain product. Since the entire situation takes place online where you just "meet" people online, you have to have some basis of standards in order to feel that that sense of trust exists, and that's why these reviews are essential.

Final Project Proposal

What I really want to do for my final project is create a Facebook campaign in conjunction with my job at Columbia. Part of my job is to promote and market special events in the Dining Hall, and we are having an event on Tuesday, December 11 called "Have a Greener, Learner Holiday." I want to create Facebook campaign to get students to come to the dining hall on that evening using Facebook as a marketing tool. Although I don't have a Facebook account, so the media will be new to me, I want to try to incorporate some of the ideas that we talked about in the social networking classes, about the different nodes and connections that can be formed, to market this event. My mid-term assignment was on viral marketing, and I'm hoping that my Facebook account will be clever enough to spread news of this event virally through the undergraduate dining community.

One of the broad questions that I will be exploring is how can one use social networks to promote their own agenda. Some other questions might be what makes a campaign a success or a failure, how is community/identity represented in the social networks that I use and how does that affect the campaign, (for example, if the leader of a dining group sends out the Facebook invite versus a random student, how does that affect who attends the event), and how does my Facebook account represent communitity and identity within the Columbia Facebook community.

Some of the resources I plan to use are basically any article I find on Facebook, including some of the recommended readings for our class, face-to-face interviews, and some of the articles I have found on viral marketing from deli.cio.ios on the components of creating a successful viral campaign.

I realize that this idea might be a little "out there," so I wanted to send it along tonight in case I have to come up with another idea before class tomorrow. :)

Interaction

I really like the article called "None of this is Real." Going along with my interest in identity, I loved how the author made me think about ways that identity is constucted. I realize that identity is created online in one's profile, in the groups that they join, in their digital photos, in their interests and hobbies. But I didn't realize that accepting or declining friends would also indicate a level of identity as well. I love the statement "People convey impressions and these are usually deliberate." If you want people to know who you are and what you are about, you can do so in many different ways, and the opposite is true as well. If your profile only features "friends" who are attractive and you always decline people who are unattractive, what is that telling the other users and what are you trying to convey?

I also found the fact that there were 300,000 Friendster users in June 2003 and then 3.3 million by October 2003. That is an AMAZING jump - thanks to blogs, other social networks, the media, and viral marketing, Friendster is a great example of what word-of-mouth marketing can do. 3 million more users in 3 months and not really doing any work at all - that's my kind of marketing! I would be interesting to see if Friendster really did do any kind of marketing for this product, or if it was just the nature of the product in general that lured people into creating accounts.

I also enjoyed the onling dating article. Even though I feel like you should expect some sort of desception when you sign onto these accounts (and why not when 86% of users are deceptive!), it's also easy to see why people do it. Maybe they think that the other person won't really notice - 5 pounds here or there and an inch or less may not really be that noticable and does it really matter? Or maybe they think that once the date comes, the deceiver might be able to win the other person over with his sparkling personality.

I also thought it was funny that the article basically said to lie in certain ways - "In online dating profiles, women should lie more about characteristics related to youth and physical attractiveness." That seems kind of funny. It would be one thing to say that men like young women, but it's another to say that women should lie about their age. HA!

Social Networks

I still think that it's funny that I think that all of this social network stuff sounds really interesting and is a great way to market people (which is part of my job), but I am not involved in any of the social networking sites! I think part of the reason is because I don't want people to know everything about me and that I don't want to appear vulnerable online, and I think another part of it is just laziness! I actually am involved in linkedin, but I don't really know how to use it and only accept friends when they promt me first.

Anyways...

I enjoyed The Fifth Link article the most - I actually had no idea how the 6 degrees of Kevin Bacon game got started, and how IMDB.com got started either, which I go on everyday to check on the latest gossip. It was also interesting to see that that was one of the first examples and a great example of how a social network actually works and can be utilitized.

I liked the ideas behind why people are involved in these social networks with complete strangers - the "Public Displays of Connection" article touched on the points that perhaps that person wants the most links, they want to feel connected, or their profile is very attractive.
One phrase that I have never heard before was "She's not my friend, she's my Friendster," which I thought was really clever - it acknowledges that the meaning of friend and online friend can be completely separate identities, which is one of the concepts that I was most interested in during the beginning of the class.

In conjugation with identities, I also liked the part in the article about how sometimes people can be ruder online than they typically are in real life. I manage an online student feedback portal, and some of the comments that we get are quite rude! One of the managers told me that if someone is particularly irate, I should invite them to come to speak to me in person, where they will most likely be more polite and sensical.