"Research has shown that display ad exposure can lift consumer response to paid search. Data from comScore, GroupM and M80 indicates searchers are also more likely to keep a brand in mind if they have seen a combination of paid search ads and social media.
Students at LIAFA University in Paris partnered with a team at Orange Labs to analyze Flickr (a web 2.0 application) using data from 2006. They produced this paper.
drupal website application development tagging online communities orchestrating resources participation social media research user generated content web 2.0 prinicples tips weak cooperationBut companies aren't replicating the free-flowing exchange that has been a hallmark of the broader blogosphere. Rather, companies are trying to harness that freedom and conform it to business needs, with forward-thinking companies using strategic planning and formal policies to shape the use of blogs and other Web 2.0 tools to drive more communication and collaboration among workers.
Bringing on the blogs
Cambridge, Mass.
Business Development Ideas employees research porr judgment managers doctors politicians bad decisions biasesDanah Boyd writes, " I’ve been meaning to write a paper on The Significance of ‘Social Software for some time, but… In the meantime, i’ve written an abstract for public criticism."
"In this paper, I will explore the contributions of social software. I will argue that there have been notable technological advancements, but that their significance stems from the rapid iteration of development in ongoing tango with massive user participation. In other words, the advances of social software are neither cleanly social nor technological, but a product of both.
I will explicitly address three case studies central to the narrow scope of social software - Friendster, blogging and Flickr. I will discuss how tagging, audience management (such as ACLs) and articulated social networks are neither technological advances nor social features, but emerge as a product of collective action and network affects. While parts of these technologies have been built in research, the actual advances are impossible to construct in a laboratory due to the sociological effects necessary for maturation."
The "rapid iteration of development in ongoing tango with massive user participation" is right on target. She is opening her research to anyone that is interested and that wants to particpate. I bookmarked it and tagged it with socialsoftware and research on del.icio.us.
What can businesses learn from this? From a marketing angle, check out the posts from Evelyn and Hugh.
Watch the Stories You Make Up About Your Customers Evelyn writes "Marketers are simply notorious for it: we segment, and slice and dice the population and make broad-ranging assumptions. We make up stories about sets of customer..."
make your customers the marketing department from hugh on gaping void is about what he and his partner sig believe. Sig: "Make the customer integral to the process, make the customer the central player in "The Flow"" and Hugh: "Make your customers the marketing department."