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)
Passengers on a domestic flight deplaning in New York were asked to present ID by Customs and Border Protection agents—a likely unenforceable demand that nevertheless diminishes freedom.
American citizens had their introduction to the Trump-era immigration machine Wednesday, when Customs and Border Protection agents met an airliner that had just landed at New York’s JFK airport after a flight from San Francisco. According to passenger accounts, a flight attendant announced that all passengers would have to show their “documents” as they deplaned, and they did. The reason for the search, Homeland Security officials said, was to assist Immigration and Customs Enforcement in a search for a specific immigrant who had received a deportation order after multiple criminal convictions. The target was not on the flight.
After days of research, I can find no legal authority for ICE or CBP to require passengers to show identification on an entirely domestic fight. The ICE authorizing statute, 8 U.S.C. § 1357, provides that agents can conduct warrantless searches of “any person seeking admission to the United States”—if, that is, the officer has “reasonable cause to suspect” that the individual searched may be deportable. CBP’s statute, 19 U.S.C. § 1467, grants search authority “whenever a vessel from a foreign port or place or from a port or place in any Territory or possession of the United States arrives at a port or place in the United States.” CBP regulations, set out at 19 C.F.R. § 162.6, allow agents to search “persons, baggage, and merchandise arriving in the Customs territory of the United States from places outside thereof.”
The president has long toyed with the media, but the stakes are much higher now.
American presidents have often clashed with the press. But for a long time, the chief executive had little choice but to interact with journalists anyway.
This was as much a logistical matter as it was a begrudging commitment to the underpinnings of Democracy: News organizations were the nation’s watchdogs, yes, but also stewards of the complex editorial and technological infrastructure necessary to reach the rest of the people. They had the printing presses, then the steel-latticed radio towers, and, eventually, the satellite TV trucks. The internet changed everything. Now, when Donald Trump wants to say something to the masses, he types a few lines onto his pocket-sized computer-phone and broadcasts it to an audience of 26 million people (and bots) with the tap of a button.
When President Obama left, I stayed on at the National Security Council in order to serve my country. I lasted eight days.
In 2011, I was hired, straight out of college, to work at the White House and eventually the National Security Council. My job there was to promote and protect the best of what my country stands for. I am a hijab-wearing Muslim woman––I was the only hijabi in the West Wing––and the Obama administration always made me feel welcome and included.
Like most of my fellow American Muslims, I spent much of 2016 watching with consternation as Donald Trump vilified our community. Despite this––or because of it––I thought I should try to stay on the NSC staff during the Trump Administration, in order to give the new president and his aides a more nuanced view of Islam, and of America's Muslim citizens.
Long after research contradicts common medical practices, patients continue to demand them and physicians continue to deliver. The result is an epidemic of unnecessary and unhelpful treatments.
First, listen to the story with the happy ending: At 61, the executive was in excellent health. His blood pressure was a bit high, but everything else looked good, and he exercised regularly. Then he had a scare. He went for a brisk post-lunch walk on a cool winter day, and his chest began to hurt. Back inside his office, he sat down, and the pain disappeared as quickly as it had come.
That night, he thought more about it: middle-aged man, high blood pressure, stressful job, chest discomfort. The next day, he went to a local emergency department. Doctors determined that the man had not suffered a heart attack and that the electrical activity of his heart was completely normal. All signs suggested that the executive had stable angina—chest pain that occurs when the heart muscle is getting less blood-borne oxygen than it needs, often because an artery is partially blocked.
John Krakaeur, a neuroscientist at Johns Hopkins Hospital, has been asked to BRAIN Initiative meetings before, and describes it like “Maleficent being invited to Sleeping Beauty’s birthday.” That’s because he and four like-minded friends have become increasingly disenchanted by their colleagues’ obsession with their toys. And in a new paper that’s part philosophical treatise and part shot across the bow, they argue that this technological fetish is leading the field astray. “People think technology + big data + machine learning = science,” says Krakauer. “And it’s not.”
Former Labor Secretary Tom Perez may be as progressive as Representative Keith Ellison, but the race for DNC chair was about the reactions each evokes—not the policies they’d pursue.
During an unusually charged race for leader of the Democratic Party, analysts and liberal commentators argued that former Labor Secretary Tom Perez, who won, was basicallyjust as progressive as Representative Keith Ellison, who was backed by progressive standard-bearers Senators Elizabeth Warren and Bernie Sanders. But they missed the point. The race for DNC chair wasn’t about policy or, for that matter, facts. It was about ideas, ideology, and symbolism—the very things that mainstream liberals are (still) uncomfortable talking about.
As Mother Jones’s Kevin Drum has argued, the very fact that the race had become so charged was “ridiculous,” since Perez and Ellison are “about equally progressive.” Or as his colleague David Corn wrote: “There’s truly not much ideological distance between the two. They are both grassroots-minded progressives.”
Maybe it’s a good thing the trucking industry is ripe for automation.
INDIANAPOLIS—James Ford worked at various printing presses for decades, eventually becoming head pressman at a bookbinding shop in Michigan. But the industry was changing, and as the work required fewer and fewer people, he searched around for his next career. He settled on truck driving.
“I want to see America and get paid for it,” he told me in December, in the cafeteria of Celadon Driving Academy, where he was completing a six-week driving course in order to get his commercial driver’s license (CDL). Celadon, which is also a trucking company, offers a job to everyone who completes the school and receives a commercial driver’s license.
Ford is one of thousands of workers going through schools like Celadon, which promise to get people out on the road and into employment in short order. Every year, the trucking industry makes a big push to recruit new workers like Ford, bemoaning a driver shortage in a booming industry.
Two of the world’s three richest people extol the virtue, and relevance, of optimism in the age of Trump—and predict a comeback for fact-based discourse.
Bill Gates, the world’s richest man, and Warren Buffett, the third richest, are—not entirely coincidentally—two of the most unremittingly optimistic men on the planet. So when I met the two of them in New York recently to talk about the state of humankind, and about the future of American democracy, I had a clear understanding of my mission, which was to pressure-test their sanguinity at every turn.
I tried, and failed, though not completely. Both men appear to doubt some of President Trump’s innovations in rhetoric and policy. Both men have warm feelings about immigrants, and also about facts, and so are predisposed to react skeptically to recent developments in the capital. When I asked whether they believed America needed to be made great again, Buffett nearly jumped out of his chair: “We are great! We are great!” And when I asked about the Trump Administration’s problematic relationship with empiricism, Gates said, “I predict a comeback for the truth.” He went on to say, “To the degree that certain solutions are created not based on facts, I believe these won’t be as successful as those that are based on facts. Democracy is a self-correcting thing.”
“No… it’s a magic potty,” my daughter used to lament, age 3 or so, before refusing to use a public restroom stall with an automatic-flush toilet. As a small person, she was accustomed to the infrared sensor detecting erratic motion at the top of her head and violently flushing beneath her. Better, in her mind, just to delay relief than to subject herself to the magic potty’s dark dealings.
It’s hardly just a problem for small people. What adult hasn’t suffered the pneumatic public toilet’s whirlwind underneath them? Or again when attempting to exit the stall? So many ordinary objects and experiences have become technologized—made dependent on computers, sensors, and other apparatuses meant to improve them—that they have also ceased to work in their usual manner. It’s common to think of such defects as matters of bad design. That’s true, in part. But technology is also more precarious than it once was. Unstable, and unpredictable. At least from the perspective of human users. From the vantage point of technology, if it can be said to have a vantage point, it's evolving separately from human use.