I attended the Social Media 2012 conference on Whidbey Island today. The location is no accident. South Whidbey appears to have the highest density in the world of thinkers and over-educated professionals who telecommute for employers and clients all over the world. A good proportion of them were either presenters, organizers or attendees at this conference.
Robert Gilman posited a metaphor for human history akin to ecological succession. We have emerged from the pioneering stage where growth and abundant resources are primary, to a complex, climax ecosystem that encourages niche development, biodiversity, and efficient use of resources. It's a bit of a stretch to tie in contemporary developments in social media to ecological and consciousness transformation, but hey, we're on the West Coast. We talk that way out here.
Joe Pulizzi, presenting via Skype from a remote location far away, remarked on the cyclical pattern of the 19th century with many voices in the media, to the 20th century of a few dominant players who controlled mass media, to the 21st of many voices again controlling the media ecosystem. He maintains that by 2012 the 70/30 split of mainstream/new media advertising will be reversed.
Tom Kennedy, the former National Geographic editor, made the point that now audience time is the scarce resource. Alexis Gerard highlighted some amazing statistics: Flickr has 3 billion photos, and adds 5000 more per minute. Russell Sparkman, the primary organizer of the conference, gave balm to my ears when he said that the trend is for increased reliance of professionally generated media.
A consistent theme I heard from all the presenters is that, no matter the vehicle, content is what drives engagement with social media.
What I suspect is one version of what this can look like in its maturity is the corporate entertainment social media that Brent Friedman constructs for the likes of Valemont University for MTV. There are multiple levels of viewer (hard to call them that anymore, actually) engagement in Twitter, Facebook, games, websites, plot development, backstory. It ain't just TV anymore.
Games are huge, much bigger than I had a clue. 12 million play that Facebook Farmland game. Who knew? That's what Joseph Tringali told me.
Marcia Hofmann from the Electronic Frontier Foundation walked us through the fine print of the T&C for Flickr and Facebook, and noted the Facebook revolt earlier this year when they tried to change the terms of what they could do with user content. There is always going to be a tension between the media channels, who require user generated content, and the providers, and the trend is going to go in favor of the providers. So she says. I'm not so sure.
John du Pre Gauntt had the best intro. Instead of a Keynote presentation, he said, “I'm going to boot up my alternate device,” whereupon he opened a notebook. “There, that didn't take any time at all.” He warned us against confusing buzzwords (“Cloud Computing') with reality. We don't care what they call it, does it work? Do we care that FedEx has a fleet of planes? No, we just want it there the next day. The point being, service is the point, not the technology.
George Henny, of Whidbey Island Telecom, pointed out that the technological ecosystem of south Whidbey is a result of the high broadband capacity of this unique rural environment. Infrastructure matters.
As an aside—I avoided the ferry line by parking at the dock and bicycling the 6 miles from the landing to Langley. It was pouring rain on the return leg, which made me feel exhilarated being so one with the elements, and morally smug when I passed the mile long line of cars lined up for the return ferry trip.
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