While marketers may want to boil down people's sharing behavior to one, easy equation, that's just not how the social networks function.
For many, going viral is the high point of their online life cycle. For media companies, it may soon be their primary source of subsistence.
The end of 2011 suggested as much: social media outpaced search as a top online activity last year, and Google's decision to incorporate Google+ information into search results indicates an increasing emphasis on sharing and social referrals by major Internet companies. For media outlets, this indicates an increasingly disrupted future, where websites lose their appeal as stand-alone content destinations. Felix Salmon articulates this sentiment at the Columbia Journalism Review's Audit desk "HuffPo is built on the idea that when stories are shared on Twitter or Facebook, that will drive traffic back to huffingtonpost.com, where it can then monetize that traffic by selling it to advertisers," writes Salmon. "But in future, the most viral stories are going to have a life of their own, being shared across many different platforms and being read by people who will never visit the original site on which they were published."
But not everyone has the same viral intuition that Ben Huh of I Can Haz Cheezburger or the creators of the now-famous "Old Spice Guy" ads do. So how, if at all, can mere mortals (and media companies) harness the power of virality? In reality, the key ingredient to virality isn't the number of share buttons or Twitter followers you have, but your sensitivity to culture, that body of nuances that go beyond demographic breakdowns. Each sharing ecosystem on the web has its own unique subculture, its own sets of rules of order and norms of behavior. The secret to going viral is seamlessly navigating these worlds.
Until now, media companies have looked at virality as a function of infrastructure: install every share tool imaginable on your website, publish an article and let natural Facebook activity do the rest. At TechCrunch, entrepreneur Uzi Shmilovic examined eight ways Internet giants like Facebook and Linkedin have used virality as a vehicle for success. Shmilovic emphasizes using a "Virality Coefficient" -- "how many new users on average does one user of your product 'infect'" -- to measure to virality of a piece of information. A coefficient greater than 1 indicates exponential growth, the type that describes wildly successful Internet campaigns like the Old Spice Guy:
The virality coefficient is super important, but there's one other critical number that you should pay attention to--the cycle time. The cycle time is the average time it takes from the moment that one of your users performs a viral action to the moment that a new user signs up because of this very action. It makes a huge difference if your cycle time is one day or 60 days.
David Skok of Matrix Ventures gave a presentation about that recently, and actually devised a formula to calculate the amount of users you will get after a period of time based on the Virality Coefficient (K) and the Cycle Time (ct).
Having virality expressed in this way is beneficial as it boils down virality to the optimization of two variables: maximize K and minimize ct.
The problem with Shmilovic's analysis is that it assumes virality is a structural property that can be optimized or reduced to a consistent formula. His recommendations, designed for marketers, are based on creating systems that maximize the space for sharing, differentiated with little marketing buzzwords like "communication virality" ("the product is used to communicate with other people, some of which might be potential users") or "embeddable virality" ("new people who are exposed to the content embed it on their own website, promoting it even further").
The emphasis on structural factors isn't inherently a bad thing: advancements in technology (particularly in communications) have radically transformed the speed and scope of viral products. The Economist's recentexploration of how Martin Luther's Ninety-Five Theses on the Power and Efficacy of Indulgences went viral across the continent through contemporary media -- namely the printing press and multiple translations into the various dialects that permeated 16th-century Europe -- is a perfect (and fascinating) example. In the social space, the prevalence and placement of tools like the Facebook "like" button can certainly be the determining factors of whether a compelling article reaches that tipping point in Shmilovic's Virality Coefficient. The Huffington Post is the ideal model here: the site amplifies its power as a clearinghouse for all things Internet-famous by deeply integrating every conceivable social network and sharing tool into its article pages. When it comes to the promulgation of ideas, infrastructure matters.
But festooning a page with strings of shiny share buttons (Digg! Mixx! Bookmerken! Dipdive!) is a wholly incomplete approach to the spread of information; it assumes that all social behavior and all social networks or online communities are essentially the same. But the human mind isn't a uniform filter, and sharing behavior differs across ubiquitous platforms like Google, Twitter and Facebook. "Nobody can see what you search on Google, so popular search trends tend to reflect the more reptilian brain in people," explained Jonah Peretti, founder of viral hub Buzzfeed, in 2010. ""Celebrity gossip, sex, hair transplants ... nobody tweets about this stuff." A brief glance at the most-shared stories of 2011 on Facebook, Twitter, and Linkedin highlight their differences in focus.
Obviously, the culture of each online ecosystem is shaped by its particular structure, but these have more to do with the how and where of sharing; in reality, it is the why that shapes how ideas take hold. Geert Hofstede, the influential Dutch social psychologist and anthropologist and pioneer in the field of cross-cultural studies, has a succinct take on the role of technology in shaping the spread of ideas and information in his classic work Culture's Consequences. "Electronic communication does not eliminates cultural differences, just as faster and easier travel has not reduced cultural rifts," wrote Hofstede. "The software of the machines may be globalized, but the software of the minds that use the terminals is not":
Electronic communication enormously increases the amount of information accessible for its users, but it does not increase their capacity to absorb this information or change their preexisting value systems. Users have to select what information they recognize; this has always been the case, only the selection ask has become much larger. We select our information according to our values. Like our parents, we read newspapers that we expect to give our preferred points of view, and, confronted with the new bulk of electronic information, we again pick whatever reinforces our preexisting ideas. Our relatively brief experience with the Internet so far has shown that people use to do what they were doing anyway, only maybe more and faster.
People don't engage the unique structure of social networks as blank slates; they enter into each ecosystem with a particular set of values, values that shape the nature of a community and, in turn, the type of ideas and products that take hold. As Alexis Madrigal noted, different networks fill the various social niches in our lives. This is a valuable lesson not just for marketers and media companies, but any person or organization looking to spread a set of ideas or concepts across the vastness of the Web.
Erving Goffman's analogy of social life to the theater from The Presentation of Self in Everyday Life comes to mind. Goffman argued that the social actor has the ability to choose his stage and props, as well as the costume he would wear in front of a specific audience. On the Internet, we function on many different stages, with a wardrobe bursting with meticulously crafted costumes.
Above: The pattern of sound waves, photographed by scientists at Bell Telephone Laboratories, 1950 (Library of Congress)
The number of American teens who excel at advanced math has surged. Why?
On a sultry evening last July, a tall, soft-spoken 17-year-old named David Stoner and nearly 600 other math whizzes from all over the world sat huddled in small groups around wicker bistro tables, talking in low voices and obsessively refreshing the browsers on their laptops. The air in the cavernous lobby of the Lotus Hotel Pang Suan Kaew in Chiang Mai, Thailand, was humid, recalls Stoner, whose light South Carolina accent warms his carefully chosen words. The tension in the room made it seem especially heavy, like the atmosphere at a high-stakes poker tournament.
Stoner and five teammates were representing the United States in the 56th International Mathematical Olympiad. They figured they’d done pretty well over the two days of competition. God knows, they’d trained hard. Stoner, like his teammates, had endured a grueling regime for more than a year—practicing tricky problems over breakfast before school and taking on more problems late into the evening after he completed the homework for his college-level math classes. Sometimes, he sketched out proofs on the large dry-erase board his dad had installed in his bedroom. Most nights, he put himself to sleep reading books like New Problems in Euclidean Geometry and An Introduction to Diophantine Equations.
For decades, some psychologists have claimed that bilinguals have better mental control. Their work is now being called into question.
In one of his sketches, comedian Eddie Izzard talks about how English speakers see bilingualism: “Two languages in one head? No one can live at that speed! Good lord, man. You’re asking the impossible,” he says. This satirical view used to be a serious one. People believed that if children grew up with two languages rattling around their heads, they would become so confused that their “intellectual and spiritual growth would not thereby be doubled, but halved,” wrote one professor in 1890. “The use of a foreign language in the home is one of the chief factors in producing mental retardation,” said another in 1926.
A century on, things are very different. Since the 1960s, several studies have shown that bilingualism leads to many advantages, beyond the obvious social benefits of being able to speak to more people. It also supposedly improves executive function—a catch-all term for advanced mental abilities that allow us to control our thoughts and behavior, such as focusing on a goal, ignoring distractions, switching attention, and planning for the future.
After getting shut down late last year, a website that allows free access to paywalled academic papers has sprung back up in a shadowy corner of the Internet.
There’s a battle raging over whether academic research should be free, and it’s overflowing into the dark web.
Most modern scholarly work remains locked behind paywalls, and unless your computer is on the network of a university with an expensive subscription, you have to pay a fee, often around 30 dollars, to access each paper.
Many scholars say this system makes publishers rich—Elsevier, a company that controls access to more than 2,000 journals, has a market capitalization about equal to that of Delta Airlines—but does not benefit the academics that conducted the research, or the public at large. Others worry that free academic journals would have a hard time upholding the rigorous standards and peer reviews that the most prestigious paid journals are famous for.
The Islamic State is no mere collection of psychopaths. It is a religious group with carefully considered beliefs, among them that it is a key agent of the coming apocalypse. Here’s what that means for its strategy—and for how to stop it.
What is the Islamic State?
Where did it come from, and what are its intentions? The simplicity of these questions can be deceiving, and few Western leaders seem to know the answers. In December, The New York Times published confidential comments by Major General Michael K. Nagata, the Special Operations commander for the United States in the Middle East, admitting that he had hardly begun figuring out the Islamic State’s appeal. “We have not defeated the idea,” he said. “We do not even understand the idea.” In the past year, President Obama has referred to the Islamic State, variously, as “not Islamic” and as al-Qaeda’s “jayvee team,” statements that reflected confusion about the group, and may have contributed to significant strategic errors.
After a pair of poor showings in New Hampshire, Chris Christie and Carly Fiorina drop out of the race.
The Republican race is headed to South Carolina with two fewer candidates. The day after finishing sixth and seventh in the New Hampshire primaries, New Jersey Governor Chris Christie and former Hewlett-Packard CEO Carly Fiorina announced on Wednesday that they were suspending their campaigns.
Fiorina was always a long shot—she was practically a political newcomer, having only run one unsuccessful Senate campaign. And while her record at HP was vulnerable to attack, Republican figures saw in her both private-sector experience and a woman who could counter Hillary Clinton’s monopoly on a “historic” woman’s candidacy. While many political professionals sniffed at Fiorina’s candidacy, remembering that 2010 Senate race, she broke out after a commanding performance in the undercard to the first Republican debate. That earned her a promotion to the main stage at the next debate, where she scored another victory. But it was all downhill from there. Dogged by questions of honesty and unable to earn media attention, her campaign faded quickly.
The ancient civilization may have tracked Jupiter using sophisticated methods, but their reasons for stargazing were very different than ours.
We’ve never escaped the influence of the Babylonians. That there are 60 seconds in a minute, 60 minutes in an hour, and 360 degrees in a full circle, are all echoes of the Babylonian preference for counting in base 60. An affinity for base 12 (inches in a foot, pence in an old British shilling) is also an offshoot, 12 being a factor of 60.
All this suggests that the Babylonians had a mathematics worth copying, which was why the Greeks did copy it and thereby rooted these number systems in Western tradition. The latest indication of Babylonian mathematical sophistication is the discovery that their astronomers knew that, in effect, the distance traveled by a moving object is equal to the area under the graph of velocity plotted against time. Previously it had been thought that this relationship wasn’t recognized until the fourteenth century in Europe. But since historian Mathieu Ossendrijver of the Humboldt University in Berlin found the calculation described in a series of clay tablets inscribed with cuneiform writing in Babylonia during the fourth to the first centuries B.C.E., where it was used to figure out the distance traveled across the sky by the planet Jupiter.
This morning I went on Democracy Now to discuss my critique of “class-first” policy as a way of ameliorating the effects of racism. In the midst of that discussion I made the point that one can maintain a critique of a candidate—in this case Bernie Sanders—and still feel that that candidate is deserving of your vote. Amy Goodman, being an excellent journalist, did exactly what she should have done—she asked if I were going to vote for Senator Sanders.
I, with some trepidation, answered in the affirmative. I did so because I’ve spent my career trying to get people to answer uncomfortable questions. Indeed, the entire reason I was on the show was to try to push liberals into directly addressing an uncomfortable issue that threatens their coalition. It seemed wrong, somehow, to ask others to step into their uncomfortable space and not do so myself. So I answered.
Issued last summer, the rules are the centerpiece of the White House’s climate-change-fighting agenda, and they play a big part in the recent, tepid optimism about global warming. Without the proposal of the plan, the United States couldn’t have secured the Paris Agreement, the first international treaty to mitigate greenhouse-gas emissions, last December. And without the adoption of the plan, the United States almost certainly won’t be able to comply with that document. If the world were to lose the Paris Agreement—which was not a total solution to the climate crisis, but meant to be a first, provisional step—years could be lost in the diplomatic fight to reduce climate-change’s dangers.
In many developed countries, the rate of twin births has doubled or more than doubled over the past few decades, according to a recent study published in Population and Development Review.
In 1975, there were 9.5 twin births per 1,000 deliveries in the United States. In 2011, there were 16.9 twins per 1,000 births. The increase over that time was similar in England and Wales (from 9.9 to 16.1), France (9.3 to 17.4), and Germany (9.2 to 17.2), and a little steeper in Denmark (9.6 to 21.2) and South Korea (5 to 14.6).
This rise is pretty much entirely from fraternal twins—two eggs released during ovulation and fertilized by two different sperm. The rate of identical twins, who develop from one zygote that splits and forms two embryos, tends to stay relatively constant around the world, and doesn’t seem to be affected by any external factors. But the likelihood of having fraternal twins, or dizygotic twins, changes depending on the age of the mother, how many children she’s already had, the country she lives in, and genetic factors.
Two hundred fifty years of slavery. Ninety years of Jim Crow. Sixty years of separate but equal. Thirty-five years of racist housing policy. Until we reckon with our compounding moral debts, America will never be whole.
And if thy brother, a Hebrew man, or a Hebrew woman, be sold unto thee, and serve thee six years; then in the seventh year thou shalt let him go free from thee. And when thou sendest him out free from thee, thou shalt not let him go away empty: thou shalt furnish him liberally out of thy flock, and out of thy floor, and out of thy winepress: of that wherewith the LORD thy God hath blessed thee thou shalt give unto him. And thou shalt remember that thou wast a bondman in the land of Egypt, and the LORD thy God redeemed thee: therefore I command thee this thing today.
— Deuteronomy 15: 12–15
Besides the crime which consists in violating the law, and varying from the right rule of reason, whereby a man so far becomes degenerate, and declares himself to quit the principles of human nature, and to be a noxious creature, there is commonly injury done to some person or other, and some other man receives damage by his transgression: in which case he who hath received any damage, has, besides the right of punishment common to him with other men, a particular right to seek reparation.