I've been checking out his work - inspired me to do some writing yesterday----------
We create culture - Facebook collects it
Facebook's social context ads collect data on our likes and scans our content for keywords. This information is used to generate the ads on the right hand side of the facebook page. Google has been showing us context sensitive ads for many years now.
The difference in Facebook is, that your context sensitive ads are being shown to your network with the intention of generating activity within your social group. Along with the ad, are the names of your friends who have clicked the like button or generated some sort of social action, demonstrating an engagement with the item being promoted. The Facebook equivalent of word of mouth advertising.
Social Networks are more valuable when there is activity along the nodes. Activity indicates emotional resonance, you have been moved to take some action. It is like participating in a conversation. If you are not activley engaged you will listen quietly, when something resonates with you, you will interject with a comment or ask a question.
Knowing what is able to trigger activity in a social network is valuable.
A friend connection indicates you have a relationship. The nature of that relationship can be determined by the information you have provided. The people in your network may be colleages, school chums or family. The aggregate of what you and your friends value along with all the other information you have shared paints a picture of your shared culture.
What facebook is collecting is our values. What do we value enough to like, follow a link, post on a wall or mention in our status messages. The information can be used to track the changes in our cultural value systems. As our culture changes so does our behavior. According to Peter Kruse, a German professor and psychologist, there is a time lag between our culture as expressed by our values and our behavior. So if my friends and I impulsively agree that an iced mocha looks yummy. We are likely to follow up with a purchase someday.
We know that social networks can have powerful effect. Valdis Krebs' case studies explore the role of our social networks in influencing smoking cessation, obesity and divorce. He has shown that Social Network Analysis can uncloak the connections in the 911 terrorist plot and analyze the relationship dynamics of large companies.
We create culture. Facebook collects it.
Imagine what we could do with it.
video doesn't embed in moodle - here's the link
Partial notes from the video:
The most interesting part of reducing complexity is culture. It is not the individual brain but it is already the sum of the individual brains. When I`m looking at the individual brain. I`m talking more or less abot the limbic system...
All these values ... are in the value system of the limbic system. This is absolutely unconscious more or less and gives me the ability to decide without rational analysis. I am in a very complex situation, I am doing something and I`m doing this on the basis of all the intuitive knowledge of my own life...
The cultural value system is stabilizing the decision making process, not of one person but of groups of persons. This is what the culture is all about. Culture has the task to stabilizing people enough to be able to interact, to be able to cooperate...
There are these underlying streams of value systems that are fare more stable. So when I'm ready to measure the changing value system in the culture. I'm two or three years ahead of behavior. If you can get access to this data you can reduce complexity in the sense of anticipation not just the moment you are looking at...
Measuring the dynamics of the value system of groups. Culture is nothing more than a word for this. So when we are sharing value systems - we are sharing the culture.
We are able to understand each other.