On-Line Social Stratification: Different = Bad

This article was originally posted on July 09, 2009.

I recently had the opportunity to hear danah boyd of Microsoft Research speak at a Mass Technology Leadership Council (MTLC) event about social media. Although the principal themes of the event were supposed to be about ROI on Social Media, Ms boyd’s remarks were the highlight of the day for me. Her topic of study (through her work for Microsoft, Harvard University, Cal-Berkeley, and others) is the intersection of technology and society, mostly in the form of how young people use social media, and her remarks provided useful insights into how tomorrow’s information worker regards social media technologies.

Several weeks after the MTLC event, I happened upon a transcript (actually, her crib notes) of Ms boyd’s remarks from a later presentation to the Personal Democracy Forum in New York. It captured and built on some of the themes we heard at the earlier event, and provided some timely updates to social media use cases (#iranelection, Michael Jackson’s death).

The single most resonant point in Ms boyd’s remarks was one that not only applies to Internet-based social media sites, but also much more broadly:

“One thing to keep in mind about social media: the internet mirrors and magnifies pre-existing dynamics.”

She uses this point to underscore social stratification in on-line communities along lines of age (teens don’t Tweet), socio-economic status (Facebook vs MySpace), race, sexual preference, etc., but it also applies to smaller communities. It’s critical for us, as those who help information workers effectively implement and use these technologies, to keep this in mind as we look to social media and on-line communities as ways to bring people together within an enterprise. We heard plenty of “Mom and apple pie” sentiments of this type at the recent Enterprise 2.0 Conference, e.g., “It’s about culture, not tools,” “It’s 90% sociology, 10% technology,” etc., but seeing this point borne out in the larger Internet environment and supported by broad, rigorous research really brings it home.

A good rule of thumb in practice seems to be: if your people won’t pick up the phone to call one another to ask for or offer help, a well-engineered implementation of SharePoint, Lotus Notes, SocialText, Jive, etc. although useful for many things, is not the solution to your collaboration problem.

Originally published at https://mikegil.typepad.com.