ADVENTURES IN DIGITAL

ATTENTION! Ladies and Gentleman

Posted in Reflection by Diana F. Oviedo on October 25, 2009

Talk about having a thought provoking conversation.  Last night, during Ayush Agarwal’s talk and class discussion, I found myself writing down more notes and ideas than I had expected.  I wrote five pages worth of them to be exact.  Now, while going back through my notes, I can’t help but get more excited about embarking on these studies at the MCDM.  I’ve highlighted numerous comments, thoughts, and ideas that came from our discussion; these are some of them:

First of all, I’ve seen the supply and demand graph many times, and I’ve seen all sorts of labels on its axis.  But somehow I never came across a graph for the supply and demand of attention.  Ayush’s introduction of this concept provides a platform to analyze digital media.  The supply and demand of attention schedule provides a structure for a market that at times can seem a bit chaotic and overwhelming. Many businesses lose focus, they implement social media tools as part of their marketing strategy, but what is the goal of utilizing these tools? Attention! Furthermore, looking at the supply and demand of attention it is possible to reverse the roles of the consumer and the company.  When it comes to attention, the consumers supply it, while the companies demand it.  In the area of social media the power structure has shifted, it no longer lies solely with the firm.  Furthermore, while before individuals might have only been consumers, now they are content creators as well! Again, the ground has been leveled.  For example, the recent deals between Twitter, Microsoft Bing, and Google Search in which Twitter offers access to their real time data streams, point to the growing democratization of the social media ecosystem.  Why?  Because what you and I say is what’s beginning to matter.  In his blog, Web Strategy, Jeremiah Owyang outlines some of the effects these deals will have on search results:

Social Search to Serve Results Based On Time, Authority: Expect real time data to merge with existing search engines, as a result we should see Google Search and Bing to serve up search results based on: 1) Real time information based on what Twitter users are saying, including memes from trending topics, 2) Preference given to links and URLs that are tweeted by users with more followers or authority, 3) Geo location of tweets to influence search results.  As users seek “Thai Restaurants in San Mateo” location based tweets could provide additional context.  4) Eventually results will be served up by your friends.  Google has given a nod to serve up information based on your social graph (your friends) using Google Profile.

Now, as Google Search and Bing serve up search results based on the mentioned criteria, a very important point Ayush made is reinforced.  We are information workers, and as such, it is our responsibility to produce and consume information.  The more we produce and consume, the more influence our content gains, and the better we get at it.

Social Search: Customers Influence Search Results Over Brands

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  1. Twitted by kegill said, on November 15, 2009 at 8:54 pm

    […] This post was Twitted by kegill […]


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