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 Party of Lincoln's nominee returned to the site of his greatest speech, to attack the faith in democratic government that Lincoln so carefully fostered.
The world still judges Lincoln by his Gettysburg Address. Now, it may judge Donald Trump the same way—but with strikingly different results.
On Saturday, Trump spoke to supporters in the small Pennsylvania town where, a century and a half before, Americans met in battle. It was a speech that, as much as any in this campaign, offered the very best of Trump, underscoring why so many Americans are drawn to his candidacy. It also offered the very worst.
He began by invoking Lincoln’s fight against division, and framed his run as dedication to something larger than himself. “When I saw the trouble that our country was in, I knew I could not stand by and watch any longer. Our country has been so good to me, I love our country, and I felt I had to act.”
What use is there today for one of the oldest virtues?
As many Americans go about their days, I imagine they have two little angels perched on their shoulders, whispering conflicting messages about happiness and material wealth. One angel is embodied by James Altucher, a minimalist self-help guru recently profiled by The New York Times. Altucher claims to have only 15 possessions, after having unburdened himself a few months ago of 40 garbage bags’ worth of stuff and never looking back. As I read about Altucher, I rolled the numbers 15 and 40 over in my mind, thinking about the belongings in my bedroom and the garbage bags under my kitchen sink.
The other angel is Tyler Brûlé, the editor in chief of the fantastically high-end lifestyle magazine Monocle and a columnist for the Financial Times. He is the sort of writer who tosses off such lines as “I zipped along the autostrada through the Val d’Aosta with the ever-trusty Mario (my Italian driver for the past 20 years) at the wheel” with little regard for how privileged and pretentious he sounds (especially in his superfluous parentheticals). Still, there is something, I’m a little ashamed to say, that I envy about Brûlé’s effortless cosmopolitanism—which, it’s hard to miss, is only made possible by unusual wealth.
Late to this for family reasons, but catching up on an actually astonishing development:
Through the campaign, Donald Trump at times seemed more interested in promoting his business interests than in advancing a political campaign. He took time off this summer to fly to Scotland and tout the opening of a new Trump golf resort. He turned what was billed as a major campaign announcement into a promo for his new DC hotel. A surprisingly large share of the money he’s raised for his campaign’s expenditures has gone to his own businesses (notably Mar-a-Lago).
That is why today’s story, in Travel and Leisure, is so piquant and O. Henry-like. What Trump might have imagined would further burnish his personal brand may in fact be poisoning it. T&L reports that Trump’s new hotels will no longer carry his name!!! Instead they’ll be called “Scion.” Groan, given the actual scions, but fascinating in its own way. From T&L:
Choosing a president isn’t easy in this election, but here are three ways a principled conservative might vote.
The day of decision is nearing. All the talk fades, and one mark must be made beside one box on the ballot. Many Republicans are agonizing. They reject Donald Trump; they cannot accept Hillary Clinton. What to do?
I won’t conceal, I’m struggling with this question myself. I’ve listened to those Republicans, many my friends, who feel it their duty to stifle their anger and disappointment, and vote for Trump; to cast a protest vote for the Libertarian Gary Johnson or the independent Evan McMullin; or to cross the aisle and vote for Hillary Clinton as the lesser evil. On the way to my own personal answer, I found it helpful to summarize the best case for each of these options.
Emphasize the word “best.” If your case for Trump rests on the assumption that America is hurtling toward national doom, if your case for McMullin rests on the hope of tossing the election into the House of Representatives, if your case for Hillary argues that she is a large soul eager to work cooperatively with those who think differently from her. I’d say you are not thinking very clearly. Despair and fantasy are misleading counselors.
It’s been rough. No vote will change the tenor of American politics overnight.
Books may seem like small comfort. But in a time like this, when it’s hard to understand how American culture became so hate-filled, reading is probably the best possible option—to put down the Twitter, pick up a hardback, and think deeply about how the country has gotten here.
Tristan Harris believes Silicon Valley is addicting us to our phones. He’s determined to make it stop.
On a recent evening in San Francisco, Tristan Harris, a former product philosopher at Google, took a name tag from a man in pajamas called “Honey Bear” and wrote down his pseudonym for the night: “Presence.”
Harris had just arrived at Unplug SF, a “digital detox experiment” held in honor of the National Day of Unplugging, and the organizers had banned real names. Also outlawed: clocks, “w-talk” (work talk), and “WMDs” (the planners’ loaded shorthand for wireless mobile devices). Harris, a slight 32-year-old with copper hair and a tidy beard, surrendered his iPhone, a device he considers so addictive that he’s called it “a slot machine in my pocket.” He keeps the background set to an image of Scrabble tiles spelling out the words face down, a reminder of the device’s optimal position.
Narcissism, disagreeableness, grandiosity—a psychologist investigates how Trump’s extraordinary personality might shape his possible presidency.
In 2006, Donald Trump made plans to purchase the Menie Estate, near Aberdeen, Scotland, aiming to convert the dunes and grassland into a luxury golf resort. He and the estate’s owner, Tom Griffin, sat down to discuss the transaction at the Cock & Bull restaurant. Griffin recalls that Trump was a hard-nosed negotiator, reluctant to give in on even the tiniest details. But, as Michael D’Antonio writes in his recent biography of Trump, Never Enough, Griffin’s most vivid recollection of the evening pertains to the theatrics. It was as if the golden-haired guest sitting across the table were an actor playing a part on the London stage.
“It was Donald Trump playing Donald Trump,” Griffin observed. There was something unreal about it.
Can satellite images of our planet's varied terrain make humanity's impact apparent?
Only a handful of people have traveled into space to admire the blue marble we call home. Astronauts who have had this privilege describe the feeling of seeing the Earth from above as humbling; only from afar can one understand just how vast and interconnected everything truly is. And while most of humanity will never make it past the ozone, Benjamin Grant's Instagram project, Daily Overview, has been sharing high definition satellite photographs to give everyone access to this unique perspective. Come October 25, Grant will be publishing “Overview,” a new book that includes more than 200 original images of industry, agriculture, architecture, and nature that highlight graphically stunning patterns across the Earth’s surface. “From a distant vantage point, one has the chance to appreciate our home as a whole, to reflect on its beauty and its fragility all at once,” Grant said. He has shared a selection of those images, some of them previously unpublished, with The Atlantic.
She is renowned for championing urban diversity, but her real prescience lay in her fears about the fragility of democracy.
The year she turned 18, Jane Butzner traveled from her hometown of Scranton, Pennsylvania, to the Appalachian hamlet of Higgins, North Carolina, where she encountered a mystery that haunted her for the rest of her life. It was 1934, the midpoint of the Great Depression, a difficult time to hold a job, even an unpaid one. Butzner—later Jacobs—had been laid off from The Scranton Republican after almost a year working without pay as a cub reporter. At her parents’ suggestion, she went to live in the mountains with her aunt Martha Robison, a Presbyterian missionary. Robison had come to Higgins 12 years earlier on a mission and was so staggered by its poverty that she refused to leave. There were no paved roads, school was rarely in session, the illiterate preacher believed the world was flat, and commerce was conducted by barter. Robison built a church and a community center, adopted children, and established classes in pottery, weaving, and woodwork. Nevertheless, the townspeople continued to live a primitive existence in which, as Robison’s niece later said, “the snapping of a pitchfork or the rusting of a plow posed a serious financial crisis.”
Participants in the Church-sponsored Indian Student Placement Program have filed at least three sexual-abuse lawsuits.
Native Americans who were part of a little-known Mormon program from 1947 to the mid-1990s share much of the same story. Year after year, missionaries or other members of the Church of Jesus-Christ of Latter-day Saints approached these families and invited their children into Mormon foster homes. As part of the Mormon Indian Student Placement Program, Native American children would live with Mormon families during the school year, an experience designed to “provide educational, spiritual, social, and cultural opportunities in non-Indian community life,” according to the Church. Typically, the Mormon foster families were white and financially stable. Native American children who weren’t already Mormon were baptized. And some of them now claim they were sexually abused.