Social Media
"Leveraging Social Networking
  In Your Business Marketing"
William A. Hanff Jr., PhD
Assistant Professor, Mass Media
Dept. of Mass Media, Visual & Perf. Arts
University of the District of Columbia
TIVA & CDIA-BU
Jan. 20th, 2009
The Antecedents & Future of:
Gemeinschaft
"The power of weak ties..."
"Interface"
as a:
Schnittstelle!
Why do students still pass hand-written notes during lectures?
Why do I keep flying in airplanes to Las Vegas for conventions?
Why are some people just better schmoozers than me?
How can I keep Twitter and Facebook down to a dull roar?
How can I reach the audiences that care about my research and ideas?
Why are we here?  Right now...right here in this room?
What does it mean when I
Hide my Friends
on Facebook?
Post-Industrial / Post-Literate
Tribes
Ashrams
Guilds
Villages
More integrated 
More collaborative
Less awkward gadgets
Geo-aware & Emo-aware
Hyper-Commercial & Open-Source
Advertising gets very, very specific
Techne
Point-of-Contact
Community
Society
Rolodex
Rotarians, etc.
Reading & Writing
      ('the newsletter')
Cork Board

Inclusivity vs. Exclusivity
Formality vs. Informality
&
What is the future of social neworking?
Technologies
Techniques
Confucian Analects
Greek Theatre & Processions
Codes of Chivalry & Hereldry
Signal Corps & Military Intel
Telegraph Operators & 
Amatuer Radio Operators
early Geek internet
Whole Earth 'Lectronic Link
Usenet and SlashDot
Burning Man & Tribe.net
"Aughties Explosion"
Technology Use
in Social Media:
What are some of the Antecedents of social networking?
Collborative Ad-hocracies
Increased Reputation Ranking
(as social currency)
The "Coming Thing" & The "Low-Tech Solution"
Japanese Schoolgirl Watch
Cargo Cults & Leap Froggers
Hip Luddities & Sustainability
Tactile Information: DJs & Braille
Design Promo Content for
Re-mixing
Cross-Posting & @thingamjig
Reciprocal Blogs
"Quoteable", News-Friendly
Open-Source & Wikis
Give Away your Demo Reel
The one thing you can't afford...
...to be is boring.
Irony
My research questions for you:
What are the "jumps" across social groups that you feel the least comfortable doing?
How do you see your productions as linked to multiple audiences?
Media Reflexive Audiences (other producers/aggrgators)
Media Acquiring Audiences (eventual consumers)
When does Broadcasting and Niche-casting still work best for spreading your message?
How do you set your level of Credulity when utilizing social networking online?
Avoid Scams, Recognize Hoaxes, Filter Advertising
What would you look for in new Hybrid services?
References &
Suggested Reading
The Medium is the Massage ✑✒ Marshall McLuhan & Quentin Fiore
Tribes: We Need You To Lead Us ✑✒ Seth Goodin
Remix – Making Art and Commerce Thrive ✑✒ Lawrence Lessig
Convergence Culture:Where Old & New Media Collide ✑✒  Henry Jenkins
Journalism 2.0 How to Strive and Thrive ✑✒  Mark Briggs
Writing for Electronic Media† ✑✒ Robert Mussburger

Complex Feedback and Loops 
Mark Granovetter
early 1970s
1880s-1920s
Social 'Facts' & Methods
Self-Organizing Principles
Emile Durkheim 1890s
"Anomie"
vs. Authoritarian
Heirarchy
Gesellschaft
Ferdinand Tönnies
More Antecedents:
Lots of very specific
Feedback
you can afford to be disconnected
occasionally, it's healthy & creative