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Social Networks at the heart of New Media
June 26th, 2012 Jordi Cuartero Esbri Tags: Big Data, London 2012, Metadata, New Media, Social Network Analysis, Trends
Posted in Olympic Games, Strategy & Innovation, Technology, Trends |
Rafa Nadal tweets his sensations prior to a tennis match at Wimbledon. Usain Bolt congrats Michael Phelps via tweeter after an amazing performance. We all follow news and events over Social Networks.
The generalization of Social Media tools (blogs, wikis, Social Networks, etc) establishes a new context for information on which anyone with an internet connection can easily generate contents available for the entire planet, and in many occasions play the role of a “journalist”. The most relevant example was the events of the 2011 “Arab spring”, which were largely communicated to the world via Social Media before the professional journalists could reach the actual sites of the events.
Further than that, information is distributed at an enormous speed, and the traditional “scoops” that were an important asset for press agencies, are now challenged by individuals that can tweet in a few seconds from any location.
Contents from different sources can be easily linked together easily disseminating the actual ownership of the contents and making extremely complex managing rights over information. Social Networks enable quick and broad contents propagation through social bookmarking, or even viral advertising.
I was recently invited to participate in a workshop on technology and the future of Media with some of the major News Press Agencies and some international News Papers, dealing precisely with Social Media issues.
There is a unique opportunity for media companies to find a new role in this ecosystem, integrating information from social channels to enhance their brand recognition while adding their credibility stamp. Technology services providers will support them enabling the technologies required for that: Social Network Analysis provides means to extract information from Social Media; Big Data Analytics provide means to isolate valuable contents from the vast quantities of social network to be analyzed.
In a recent pilot run by the Atos Scientific Community, we were able to correlate social networks contents with the most relevant moments of a live event. We realized how audience reactions are not always necessarily following the expected highlights: viewers can react to very different moments of a show. That can vary geographically, or for a given range of ages.
In fact, social networks can provide insight that is useful for personalization, video enrichment and advertising. Consolidating this information with the structured metadata, such as the results information Atos is managing for the Olympics, will open a wide range of opportunities to enrich the fan experience through any information channels.
Picture Social Networks by InternetGuru4u
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Jordi Cuartero Esbri
Jordi Cuartero is Chief Technology Officer at Atos Olympics and Major Events, and member of the Atos Scientific Community. As an IT professional since 1996, he joint Atos in France in 1998, developing most of his activity as IT Architect in the banking and transport sectors. In 2002, Jordi joint Major Events, since then he has been involved in all Olympic projects since Salt Lake City 2002. He has also participated in other large events such as UN summits or World Expo. In his current role as CTO, he is in charge of defining the solutions strategy, focusing on innovation, while ensuring at the same time that the solutions are delivered properly in all projects. Jordi is Telecom Engineer from Politècnica de Barcelona and holds a Master in Computer Science by Paris Telecom.
Great blog Mr Jordi.
In the area of business ‘promotion and success’ social media and networking have become extremely popular because of their wide reach and flexibility.
Developin relationships, competing with bigger companies, cost effective marketing, traffic funneling and brand recognition are among the main reasons why you should use social media for your business.
”we all follow news and events over Social Networking”.You are absolutely right! That couldn’t describe better our reality.
But let’s talk about ‘follow’. One of the most common words that we are using everyday.
‘Follow’, twitter’s nickname ”has become the pulse of a planetwide news organism, histing the dialogue about everything from the Arab Spring to celebrity deaths.”
It’s unbelievable how media changed their own strategy focusing now on social networking. I recently read in an interesting report that during this year’s Super Bowl , 8 out of 42 TV advertisers included a twitter hashtag in their commetcials. Lat year only one, Audi , did, so.
Twitter’s mission -’to instantly connect people everywhere to what is most meaningful to them’- gives the chance to companies to be meaningful, or even better to make their products and services menanigful to their customers.
Costolo, twitter’s Chief Operating Officer mentions ‘if you don’t know where you are going , it seems like any road you will take, you there’.
Seems a bit weird , but it’s totally meningful . It’s all about ‘innovate through experimentation’. A unique principle that will help media companies to stay ahead in the competition.
But apart from trying to be innovative through different routes, social media have another powerful ‘weapon’ on their hands. These are the owners of banks of data that can easily use to be more successful and profitable as well.John Harrobin, Verizon Vice President of digital media and marketing notes that although Facebook ads more ofthen result in sales, Twitter users are more likely to click on ads and engage with the company’s message, so it’s often the firt place they are using to dispense information.
Unfortunately, people don’t volunteer the same data to Twitter, and it’s targeting tools are not as refined but Costelo say he’s not concerned, because there is so much promise in targeting users based on ”interest graph”-the set of characteristics that can be gleaned from users’ followers and what they click on. A treasure trove of data that’s both revealing and noninvasive.
It’s definitely a digital era that affects both media and social networking . The wonderful symbiosis between TV and twitter and plenty of other examples will shape the future of media and online advertising.