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 Vermont senator’s revolutionary zeal has met its moment.
There’s no way this man could be president, right? Just look at him: rumpled and scowling, bald pate topped by an entropic nimbus of white hair. Just listen to him: ranting, in his gravelly Brooklyn accent, about socialism. Socialism!
And yet here we are: In the biggest surprise of the race for the Democratic presidential nomination, this thoroughly implausible man, Bernie Sanders, is a sensation.
He is drawing enormous crowds—11,000 in Phoenix, 8,000 in Dallas, 2,500 in Council Bluffs, Iowa—the largest turnout of any candidate from any party in the first-to-vote primary state. He has raised $15 million in mostly small donations, to Hillary Clinton’s $45 million—and unlike her, he did it without holding a single fundraiser. Shocking the political establishment, it is Sanders—not Martin O’Malley, the fresh-faced former two-term governor of Maryland; not Joe Biden, the sitting vice president—to whom discontented Democratic voters looking for an alternative to Clinton have turned.
The paper of record’s inaccurate reporting on a nonexistent criminal investigation was a failure that should entail more serious consequences.
I have read The New York Times since I was a teenager as the newspaper to be trusted, the paper of record, the definitive account. But the huge embarrassment over the story claiming a criminal investigation of Hillary Clinton for her emails—leading the webpage, prominent on the front page, before being corrected in the usual, cringeworthy fashion of journalists who stonewall any alleged errors and then downplay the real ones—is a direct challenge to its fundamental credibility. And the paper’s response since the initial huge error was uncovered has not been adequate or acceptable.
This is not some minor mistake. Stories, once published, take on a life of their own. If they reinforce existing views or stereotypes, they fit perfectly into Mark Twain’s observation, “A lie can travel halfway around the world while the truth is putting on its shoes.” (Or perhaps Twain never said it, in which case the ubiquity of that attribution serves to validate the point.) And a distorted and inaccurate story about a prominent political figure running for president is especially damaging and unconscionable.
A newly discovered artifact buried with one of Jamestown’s most prominent leaders suggests he could have been a crypto-Catholic.
After 400 years in the Virginia dirt, the box came out of the ground looking like it had been plucked from the ocean. A tiny silver brick, now encrusted with a green patina and rough as sandpaper. Buried beneath it was a human skeleton. The remains would later be identified as those of Captain Gabriel Archer, one of the most prominent leaders at Jamestown, the first permanent English colony in America. But it was the box, which appeared to be an ancient Catholic reliquary, that had archaeologists bewildered and astonished.
“One of the major surprises was the discovery of this mysterious small silver box,” said James Horn, the president of the Jamestown Rediscovery Foundation. “I have to say, we’re still trying to figure this out. You have the very strange situation of a Catholic reliquary being found with the leader of the first Protestant church in the country.”
The new version of Apple’s signature media software is a mess. What are people with large MP3 libraries to do?
When the developer Erik Kemp designed the first metadata system for MP3s in 1996, he provided only three options for attaching text to the music. Every audio file could be labeled with only an artist, song name, and album title.
Kemp’s system has since been augmented and improved upon, but never replaced. Which makes sense: Like the web itself, his schema was shipped, good enough,and an improvement on the vacuum which preceded it. Those three big tags, as they’re called, work well with pop and rock written between 1960 and 1995. This didn’t prevent rampant mislabeling in the early days of the web, though, as anyone who remembers Napster can tell you. His system stumbles even more, though, when it needs to capture hip hop’s tradition of guest MCs or jazz’s vibrant culture of studio musicianship.
More on the F-16 and Cessna crash, and whether the collision of a military and a civilian aircraft was also a collision of cultures
Early this month an Air Force F-16, under the command of an experienced Air Force pilot, rammed into a small-civilian Cessna 150 propeller plane, not far from Charleston, South Carolina. The Air Force pilot ejected to safety; both people aboard the Cessna were killed.
The next three paragraphs are background for the pointed and interesting reader-messages I am about to quote. If you’re already up to speed with previous installments (one, two, three), you can skip ahead to the messages. They highlight an aspect of the modern military-civilian divide I had not considered before this episode.
In an original item on the crash, I noted some of the perils civilians could face when flying near designated military areas—even though this crash happened in ordinary uncontrolled airspace. That is, it occurred when neither plane was within a Military Operations Area (MOA), where civilian pilots are warned about risks from high-speed military aircraft, nor inside the controlled “Class C” airspace that surrounds Charleston’s airport. (Medium-sized commercial airports like Charleston’s typically are ringed by Class C airspace, so the controllers can sequence in the airline, cargo, civilian, military, and other traffic headed toward their runways. The very busiest airports, like LAX or JFK, are surrounded by larger zones of Class B airspace for their more complex traffic-control jobs. In case you’re wondering, Class A airspace is the realm above 18,000 feet where most jet travel occurs.)
Since Donald Trump’s rapid rise in the Republican polls, it’s been quiet for the other outsider candidate in the field.
Remember Ben Carson? Medical hero? Scolded Obama? Occasional propensity to deliver ill-advised non-sequiturs? Ringing any bells?
When The Washington Post’s Philip Bump asks who has lost out as Donald Trump has risen in polls, it seems to me that Carson is the most obvious loser. Look at this chart, from HuffPost Pollster, of the two candidates’ polling averages:
Ben Carson vs. Donald Trump
To be fair, Carson isn’t the only candidate who’s fared poorly since Trump’s announcement. Here’s the same chart, adding Marco Rubio and Rand Paul:
Carson, Rubio, and Paul vs. Trump
But even if the numerical losses for Rubio and Paul have been bad, they don’t function quite the same way. First, Carson’s numbers start to turn south right around the time Trump’s shoot up—whereas Rubio and Paul’s had already peaked or were flat. Rubio’s game is a long one, and Paul’s struggles are a stranger and more interesting case. They’re also both U.S. senators, whereas this is Carson’s first foray into elections following a decorated career as a neurosurgeon. At his peak, Carson was running a solid fourth in the race, almost cracking double digits. While it would have been impossible to find someone unrelated to Carson, or not named Armstrong Williams, who would have predicted Carson winning the nomination then, he was a force to be reckoned with. He still seems like a lock for the August 6 debate in Cleveland, but he’s not what he was.
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.
Even when they’re adopted, the children of the wealthy grow up to be just as well-off as their parents.
Lately, it seems that every new study about social mobility further corrodes the story Americans tell themselves about meritocracy; each one provides more evidence that comfortable lives are reserved for the winners of what sociologists call the birth lottery. But, recently, there have been suggestions that the birth lottery’s outcomes can be manipulated even after the fluttering ping-pong balls of inequality have been drawn.
What appears to matter—a lot—is environment, and that’s something that can be controlled. For example, one study out of Harvard found that moving poor families into better neighborhoods greatly increased the chances that children would escape poverty when they grew up.
While it’s well documentedthat the children of the wealthy tend to grow up to be wealthy, researchers are still at work on how and why that happens. Perhaps they grow up to be rich because they genetically inherit certain skills and preferences, such as a tendency to tuck away money into savings. Or perhaps it’s mostly because wealthier parents invest more in their children’s education and help them get well-paid jobs. Is it more nature, or more nurture?
An off-duty Medford, Massachusetts cop threatened a motorist during a traffic stop. His colleagues seemed unperturbed by his behavior.
Three years ago in Medford, Massachusetts, narcotics detective Stephen LeBert calmly told the brother of a man he was arresting, “He’s selling drugs illegally. What they should do is just take him up to the railroad tracks and tell him to lay down.” He knew he was being recorded as he made the comment, as moments earlier, the footage shows him licking his finger and wiping saliva on the citizen’s lens. Medford Police Chief Leo Sacco says that he was counseled after the incident.
After watching that video, it comes as no great surprise that Detective LeBert was suspended earlier this week for another instance of misbehavior recorded by a citizen:
The footage, captured by the dashcam on a motorist’s vehicle, begins shortly after the driver got confused at a roundabout in an unfamiliar neighborhood and wound up briefly driving on the wrong side of the road (an error for which he would repeatedly apologize). At first, the motorist is terrified and starts to flee because Detective LeBert, who is driving an unmarked pickup truck and plainclothes, does not identify himself as a police officer, even as he is upset that the motorist doesn’t defer to him. “I’ll put a hole right through your fucking head,’’ LeBert says. “Pull your car over. I’ll put a hole right in your fucking head. I’ll put a hole right through your head.’’ The motorist begins to cooperate as soon as a badge is produced.