Social gaming / State of the Twitter Nation address
Tuesday, November 25th, 2008OK this post has been brewing for a long while – so it’ll be a long one. Deal.
About a month ago I joined Twitter – people were quite surprised, 2 years ago I’d expressed my hatred of Twitter at Podcamp 06 (the audio is floating around somewhere) so me eventually joining Twitter was a surprise.
Why the turnaround? Well one of two things; I feel as part of my job I need to keep abreast of these technologies, and the other that I’d missed hearing about whole conferences because the podcasting community had pretty much decamped wholesale to Twitter, and thus most of the conversations don’t happen outside, or unless you are subscribed to 100s of shifting blogs. Unlike previous times, the only central point was…you guessed it – the ubiquitous Twitter.
So has my attitude changed? Yes and no.
Back in 2006 I decried the fact that Twitter and social media were sucking the life out of real life friendship – there wasn’t really a point to going to see mates to find out how they are when you can read it on a Facebook or Twitter update. I think the social effects of sites like Facebook since 2006 has partly proven me correct, people seem to be using technology to offset traditional contact with friends, and there seems to be a wider base of shallower friends, what I call acquaintances, but under an umbrella of frequent updates so connected as if they are close friends. It’s a sham; a bad reflection of a true friendship. Obviously it’s also a good, keeping people in touch who are the other side of the world and bringing people together, so it’s not all bad. But I find it ironic that through technology I’m more likely to see someone 100s or 1,000s of miles away, but then never see friends down the road in the flesh.
Crazy Half Life
Robert Scoble talked about half-life of a conversation recently; I think in James Gleick fashion it’s useful to try and measure the speed at which these conversations are moving, the stress vectors. It’s obvious that Twitter is a very different animal to Livejournal, despite not that different technology and only about 7 years difference in launchdate, but really in speed they are worlds apart.
Part of the attraction of Twitter is it’s Google-like simplicity, it does one thing, and does it well. Compared to blogging or email, the conversations seem fairly one-sided, like a blog (really most people there are talking about themselves, the amount of PR/marketing and new media evangelists is horrific); but without the depth you can maintain in a blog. The conversations are quicker – gone in 15 minutes or quicker, and very volatile – no not that people get angry but the posts disappear off-screen quickly, and are gone.
So like a more acceptable version of those kids on the bus txting continually, it’s blogging with hyper A.D.D. But this seems to be the way social media is moving – into the realm of fast immediate mobile-friendly short conversations, throwaway, shallow.
And with video – like 12seconds I can see it becoming wham-bam-thank-you-Mr because the time constraints of following 100 or 1,000+ people and the flood of audio and video media means the message has to survive the tl;dw or tl:dl (too long; didn’t watch or too long; didn’t listen) of mobile phones, iPods and online media. Will this affect the message? Of course it will. Or there will be two streams, one of the refuseniks producing niche longer programs, and a massive pool of really short shows with no content.
Living with Numbers
‘Social Gaming’ as I call it, attaining friends for sheer number volume and grooming/attracting/whoring yourself to get people to click that ‘Add friend’ or ‘Follow’ button is not new – Myspace and millions of teenagers have been playing that game for years. But the simplicity of the user interface coupled with the prominence of the Following / Follower stats (thank GODDESS they didn’t make the mistake of calling it “friend’ like Myspace and LJ, what a psychological drama minefield that has been) has led to an almost messianic obsession with collecting followers. It makes the obsessive ‘I wanna be your friend’ popularism from when you were in school seem somehow quaint. At least those teens weren’t pushing a ‘brand’ and a hidden business/marketing plan.
Also interesting is a new breed of people who seem to be trying to create a career being a Social Media Whore – consultants or new media professionals, it’s like the professional bloggers of yore (who interestingly have stormed this Social Media space in the same way traditional broadcasters invaded podcasting, using their ‘name’ status and existing readership and other channels to promote their Twitter/Friendfeed 
to trounce any ‘competition’) except with one difference – blending the prosaic and mundane with the insights and links of old, all in 140 characters, leading to a sort of silent film / talkie divide between those using all media – video, microblogs, maps, moblog photos, work AND play, and those just pinging their Twitter from their blog when they post.
But is it possible to eat off linklove? Can online respect alone pay the bills? Is it a new way of working (I know of people who have gotten work via Twitter and other social media), or just TwitFactor? Your 15 seconds are up, Mr McLuhan43553.
Top of the Class
Something that has always bothered me about social media – and new / rich media (interesting term there) as a whole is that it’s nerdy. white, usually male and most definitely middle class. I’m sure loads of people will now point to exceptions, but it bothers me that diversity isn’t there – when 2nd and some of the 3rd world can now have access to at least mobile networks there isn’t a desire or a knowledge to blog, vlog, podcast, communicate? Is this a purely leisure class pursuit? Is it because the barriers to entry are too high, these shiny toys are way too expensive, from computers to bandwidth to servers? I do feel personally there aren’t enough different voices, and a lot of existing voices ‘retweeting’ or reposting the same old.
Talking class, it’s interesting that sociologists are studying the online habits of teenagers of differing class strata and/or money / social groups. Danah Boyd is doing some interesting work in this area – Facebook vs Myspace was a contentious one from 2007, I can see similar tribal loyalties affecting who signs up for Bebo, LinkedIn, Twitter etc. I wonder if Twitter classes as mid-30s male IT geek in it’s demographic? Certainly to progress past the posts about software ‘mashups’ (grr) and Rails coding it needs to widen it’s appeal – the one sided nature of most conversations and marketing spiel as well will put people off – the ability to track conversations is hard, which as Mr Scoble would say at this point, is why Friendfeed wins in that regard.
Hierarchies in the Clouds
I find it interesting that there is already what is called a Twitterati. but no Facebookati or Bebo Mafia, and it’s already acquired a (jokingly?) negative connoitation. Every bunch of people online creates a clique, but not many have such a visible metric to affirm their status. So you get usually the same old names, with 1,000s of friends, beseiged by their success, so they talk to each other and themselves. Reciprocity failure, the gift that keeps on giving.
Rustle the Brand / Public good?
So the new model that people are building is one of branding yourself (I did say they were in marketing) – but corporate bloggers could tell you tales of drunkeness and cruelty and the problem of openness vs public image. Now multiply this to a whole life, where the personal, prosaic and professional are blended together, where people share drunken tagged photos and videos on YouTube and Facebook (better change your Privacy settings!) with a profile linked to your LinkedIn CV. Now you can develop nicknames and personas, but it does raise interesting issues on what employers expect to know and what employees share (or more interestingly get shared about them), and how those feeds interact and cross-relate. And how it could all go very, very wrong (see the whole Russell Brand debacle for a broadcast version of this).
Is there a public good in social media? Is the act of sharing seen as a public good, or is it just an act of vanity or self promotion? Will people share if it endangers their brand? Or just self-censor so the conversations and connections become banal?
Web 2.0 – Where’s My Money?
Free content isn’t free; someone has to spend time making it, someone has to spend money storing it; someone at YouTube or Twitter has to spend expensive nights awake trying to work out how to make money from it. People have made money from other people’s ‘free’ content though.
I’ll quote Bicyclemark and Richard Bluestein from a Citizen Reporter podcast:
“BicycleMark: But then again sometimes I look at conferences and I think ‘What have we done?’. I’ve seen some very expensive conferences taking place…but you look around and you go ‘Wow look all this money that’s been spent so these people can talk to each other’ and I guess make business deals.
Richard: You know what bothers me…It’s interesting though that the business people that schmoozed and squeezed the money out of VC’s – they are not having any sort of problems paying for their health insurance, they’re still flying first class, you know what I mean..That’s the case pretty much anywhere in Silicon Valley…the people that Twitter everything and talk about the trends and eat constantly…just constantly! They just fucking always have plenty of money…they’re relying, they’re sucking off people like us that produce content…If you have a business based on podcasting or video…or streaming, there wouldn’t be any website if there wasn’t people makiing stuff. Most of the time they aren’t paying anything for that content.”
What the quote displays is the widening digital and social divides is also reflected online – the differences between rich and poor, free creators and paid producers, those with VC money and those with not and different classes. The internet has been seen as the great Communicator, crossing boundaries of race, class and gender, yet people are getting rich reinforcing those differences. Rich media indeed.
And the book publishers (Mr O’Reilly invented the term to sell books remember) and people who created startups and got the sponsorships and VC funds (and even refuse offers from Facebook) are the ones who got rich off the podcast (failed) boom, or the recent online video goldrush. Only the fail whale of the economy will put a pinprick into this small bubble. Maybe Baron von Blubber should sue.
But the ethics of making money off someone else’s content – which might not be owned by them, well I think it’s dubious at best. Funny to hear people moan about 99% of the videos on YouTube not being ‘monetizable’ – what you want people to post videos for free that conveniently fit into your business model and sponsorship deals? Do you want gold-plated hundreds and thousands on that cake or are you gonna eat it as is? No I’m surprised the companies have been very lax in revenue sharing, apart from some laughable contracts – it’s the media that brings people in, support it. Or it dies…oops too late.
Summary
Maybe the economy will change all this – unemployed people become social media professionals, selling their network as much as their skills (why does that sound like some 21st century cyber Austen novel?) and have time to create amazing videos on YouTube. With no house, rent or need for food. And pigs tweet.
I think it’s more likely the freebie time other than kids at school or retired people is over; companies are going to have to attract people to create media for them, especially if it has to be short snappy and sweet. Yeah the conversational tweet/video microblogging will stay; but podcasting and online video are going to have a tougher time. When people are stressed about their rent, they aren’t going to make loads of Mentos videos…unless it’s of protests. Maybe like with the Obama campaign we’ll see a start of mass use of social media as a political tool, if so that does give me hope.
