Here is the article
http://adage.com/digital/article?article_id=141147
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- Andreina Mandelli
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Showing posts with label social media. Show all posts
Showing posts with label social media. Show all posts
Sunday, December 20, 2009
Big numbers & long tail in digital economy
An article in the Economist about the power of big numbers in the world where the niche was supposed to be the king (according to the theory of the long tail, http://www.longtail.com/).
I suggest to read it:
http://www.economist.com/displaystory.cfm?story_id=14959982
It is an old story, something that W. Russell Neuman explained back in 1991 (The Future of Mass Audiences), encouraging to consider the not so-simple rules of new media economy.
New media technology fosters two contradictory drivers of change:
1) one, the power of standardization and big numbers, explained through the economies of scale of media production, and the mass psychology of media use, and
2) one consistent with the fragmentation and customization power of interactivity.
But, as this article and a study published in Harvard Business Review in 2008 (http://hbr.org/2008/07/should-you-invest-in-the-long-tail/ar/1) explain, there are also social and cultural reasons for explaining the enduring importance of big hits, even when new communication technology makes niches more viable, and why "people cluster around popular products".
Though some niche products can be successful, it is more and more difficult to find a business model for the growing numbers of product options available in the digital markets.
Quoting the Economist: "The old-media world of limited choice, in which any product that was not too objectionable was guaranteed a decent audience, was a comfortable place. Pleasing a customer who can choose from several hundred films and television programmes even without getting up from the sofa, by contrast, is an unnerving prospect."
It seems there is no shortcut or simplified route for explaining (and managing in) digital economy, not even in the era of social media. It is a complex world, and it needs to be studied as such.
AM
I suggest to read it:
http://www.economist.com/displaystory.cfm?story_id=14959982
It is an old story, something that W. Russell Neuman explained back in 1991 (The Future of Mass Audiences), encouraging to consider the not so-simple rules of new media economy.
New media technology fosters two contradictory drivers of change:
1) one, the power of standardization and big numbers, explained through the economies of scale of media production, and the mass psychology of media use, and
2) one consistent with the fragmentation and customization power of interactivity.
But, as this article and a study published in Harvard Business Review in 2008 (http://hbr.org/2008/07/should-you-invest-in-the-long-tail/ar/1) explain, there are also social and cultural reasons for explaining the enduring importance of big hits, even when new communication technology makes niches more viable, and why "people cluster around popular products".
Though some niche products can be successful, it is more and more difficult to find a business model for the growing numbers of product options available in the digital markets.
Quoting the Economist: "The old-media world of limited choice, in which any product that was not too objectionable was guaranteed a decent audience, was a comfortable place. Pleasing a customer who can choose from several hundred films and television programmes even without getting up from the sofa, by contrast, is an unnerving prospect."
It seems there is no shortcut or simplified route for explaining (and managing in) digital economy, not even in the era of social media. It is a complex world, and it needs to be studied as such.
AM
Saturday, January 12, 2008
Social media for PR & metrics
Initial Findings of New Influencer Study Shared at SNCR Research Symposium
http://www.newcommreview.com/?p=935
We should try to define more effective metrics for social media and new influence processes.
This is among the initial findings of the SNCR's latest research study (survey of nearly 300 PR professionals) presented at the Society for New Communications Research Symposium in Boston, MA in December 2007.
http://www.newcommreview.com/?p=935
We should try to define more effective metrics for social media and new influence processes.
This is among the initial findings of the SNCR's latest research study (survey of nearly 300 PR professionals) presented at the Society for New Communications Research Symposium in Boston, MA in December 2007.
Blogs influence journalism
A study on the influence of blogs on journalistic work.
http://www.marketingcharts.com/print/blogs-influence-journalists-nearly-all-facets-of-news-coverage-2982/?camp=newsletter&src=mc&type=textlink
Blogosphere has become a relevant source of information and interpretation for journalists.
http://www.marketingcharts.com/print/blogs-influence-journalists-nearly-all-facets-of-news-coverage-2982/?camp=newsletter&src=mc&type=textlink
Blogosphere has become a relevant source of information and interpretation for journalists.
Research on video sharing
Here a report on a recent research on video sharing in the US (Pew Internet/Internet).
http://www.pewinternet.org/pdfs/Pew_Videosharing_memo_Jan08.pdf
Nearly half of online US adults now say they have visited video-sharing sites such as Youtube and similar services. It is a growth of more than 45% year-to-year.
Women's adoption is increasing more significantly (+ 59%) than men's.
Older segments' use is rising (+58% in the 50-64 segment) more than in younger segments.
http://www.pewinternet.org/pdfs/Pew_Videosharing_memo_Jan08.pdf
Nearly half of online US adults now say they have visited video-sharing sites such as Youtube and similar services. It is a growth of more than 45% year-to-year.
Women's adoption is increasing more significantly (+ 59%) than men's.
Older segments' use is rising (+58% in the 50-64 segment) more than in younger segments.
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