Structured Collaboration in Social Media: Design For Analytics (IBM Research Talk Recap)
At Kate Ehrlich's invitation, I gave a one-hour talk yesterday at IBM Research and the Center for Social Software titled "Structured Collaboration in Social Media: Design for Analytics".
- Social marketing today is limited by the (un-)structure of social media. (And, most marketers accept the constraints of these media as they exist today, and "reasonably" adapt themselves to them.)
- Applying "Structured Collaboration" principles to social media design ("unreasonably" adapting the medium) can expand and improve user engagement.
- These same principles can inform the design of "engagement" for marketing analytics, to make segmentation and targeting easier and more effective.
- "Off-the-rack" collaboration structures that don't align -- and often work against -- what marketers are trying to accomplish
- Sample bias given the "1-10-90" nature of participation
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