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 permissiveness of Republican leaders who acquiesce to violence, collusion, and corruption is encouraging more of the same.
In the annals of the Trump era, May 25, 2017, will deserve a special mark. Four remarkable things happened on Thursday, each of which marks a way that this presidency is changing the nation.
The first remarkable thing was President Trump’s speech at the NATO summit in Brussels. Many European governments had hoped—which is a polite way to say that they had suggested and expected—that Trump would reaffirm the American commitment to defend NATO members if attacked. This is the point of the whole enterprise after all! Here’s how it was done by President Obama at the NATO summit after the Russian invasion of Crimea:
First and foremost, we have reaffirmed the central mission of the Alliance. Article 5 enshrines our solemn duty to each other—“an armed attack against one … shall be considered an attack against them all.” This is a binding, treaty obligation. It is non-negotiable. And here in Wales, we’ve left absolutely no doubt—we will defend every Ally.
The Washington Post reports that the president’s son-in-law suggested using Russian diplomatic facilities to create a secret channel to Moscow.
Jared Kushner, a senior adviser to President Trump and his son-in-law, suggested to Russian Ambassador Sergei Kislyak that he be allowed to use Russian diplomatic facilities to communicate securely with Moscow, The Washington Postreported on Friday.
The request reportedly came in a meeting in Trump Tower at the beginning of December that included Kushner, Kislyak, and former National-Security Adviser Michael Flynn. It came to the attention of American officials through intercepts of Russian communications in which Kislyak relayed the request to his superiors in Moscow; the officials who spoke to the Post specified that they were not monitoring either the meeting or the communications of the Americans who were present.
She lived with us for 56 years. She raised me and my siblings without pay. I was 11, a typical American kid, before I realized who she was.
The ashes filled a black plastic box about the size of a toaster. It weighed three and a half pounds. I put it in a canvas tote bag and packed it in my suitcase this past July for the transpacific flight to Manila. From there I would travel by car to a rural village. When I arrived, I would hand over all that was left of the woman who had spent 56 years as a slave in my family’s household.
The condition has long been considered untreatable. Experts can spot it in a child as young as 3 or 4. But a new clinical approach offers hope.
This is a good day, Samantha tells me: 10 on a scale of 10. We’re sitting in a conference room at the San Marcos Treatment Center, just south of Austin, Texas, a space that has witnessed countless difficult conversations between troubled children, their worried parents, and clinical therapists. But today promises unalloyed joy. Samantha’s mother is visiting from Idaho, as she does every six weeks, which means lunch off campus and an excursion to Target. The girl needs supplies: new jeans, yoga pants, nail polish.
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At 11, Samantha is just over 5 feet tall and has wavy black hair and a steady gaze. She flashes a smile when I ask about her favorite subject (history), and grimaces when I ask about her least favorite (math). She seems poised and cheerful, a normal preteen. But when we steer into uncomfortable territory—the events that led her to this juvenile-treatment facility nearly 2,000 miles from her family—Samantha hesitates and looks down at her hands. “I wanted the whole world to myself,” she says. “So I made a whole entire book about how to hurt people.”
Preston Brooks, Greg Gianforte, and the American tradition of disguising cowardice as bravery.
You wouldn’t say that Preston Brooks sucker-punched Charles Sumner in the Senate chamber in 1856—but only because he used a cane. Brooks, a South Carolina congressman, began bludgeoning Sumner, the anti-slavery Massachusetts Senator, while Sumner wasn’t looking, and beat him unconscious as Sumner was still bent under his desk trying to stand up.
Brooks and his supporters in the South saw the incident as an act of great valor, as the historian Manisha Shinha writes. Brooks bragged that “for the first five or six licks he offered to make fight but I plied him so rapidly that he did not touch me. Towards the last he bellowed like a calf.” The pro-slavery Richmond Enquirer wrote that it considered the act “good in conception, better in execution, and best of all in consequence.” Other “southern defenders of Brooks,” Sinha writes, praised Brooks for his “manly spirit” and mocked Sumner for his “unmanly submission.” It would have been manlier for the unarmed Sumner not to have been ambushed.
The president’s business tells lawmakers it is too difficult to track all its foreign revenue in accordance with constitutional requirements, and it hasn’t asked Congress for a permission slip.
Days before taking office, Donald Trump said his company would donate all profits from foreign governments to the U.S. Treasury, part of an effort to avoid even the appearance of a conflict with the Constitution’s emoluments clause.
Now, however, the Trump Organization is telling Congress that determining exactly how much of its profits come from foreign governments is simply more trouble than it’s worth.
In response to a document request from the House Oversight Committee, Trump’s company sent a copy of an eight-page pamphlet detailing how it plans to track payments it receives from foreign governments at the firm’s many hotels, golf courses, and restaurants across the globe. But while the Trump Organization said it would set aside all money it collects from customers that identify themselves as representing a foreign government, it would not undertake a more intensive effort to determine if a payment would violate the Constitution’s prohibition on public office holders accepting an “emolument” from a foreign state.
The president urged Muslims to “reject violence” in a statement that contrasted sharply with those issued by Bill Clinton, George W. Bush, and Barack Obama.
President Trump wished all Muslims a “joyful Ramadan” in a statement Friday, just hours before the start of the month-long Islamic holiday during which those observing fast from sunrise to sunset.
Though such statements are commonplace among American presidents, Trump’s remarks took on a markedly different tone than did those of his predecessors. While the statement, like those of presidents past, noted the “acts of charity and meditation” that define the holy month, it went on to focus on a topic that has been at the forefront of Trump’s first trip overseas as president: terrorism.
“This year, the holiday begins as the world mourns the innocent victims of barbaric terrorist attacks in the United Kingdom and Egypt, acts of depravity that are directly contrary to the spirit of Ramadan,” the White House statement reads, adding that “such acts only steel our resolve to defeat the terrorists and their perverted ideology.”
Is it that they take art so seriously, they don’t think of it as money?
Two weeks ago, Ivanka Trump caught some alone time in Yayoi Kusama’s Obliteration Room. Staged at the Hirshhorn Museum and Sculpture Garden in Washington, D.C., the piece is a living room en blanc, a white-out room filled with all-white furniture and personal effects, that visitors are invited to cover over with tiny colorful dot stickers. The piece is mesmerizing, an Instagram sensation; a contemporary art lover like Trump wasn’t likely to miss out on the hottest ticket (and snap) in town.
Trump is an art lover, that much is plain. Her own Instagram feed is chock full of images of contemporary art from the Park Avenue condo she and husband Jared Kushner share. Her affection for art—not normally something even her detractors would likely begrudge her—may have worked against her family this week. As reporters at Artnet discovered, Kushner, a senior White House advisor, failed to report the couple’s extensive art collection in required financial disclosures.