Modernity 2.0 – Food for thought

For a communication agency today it is essential to give depth to the daily activities of practice, through adequate theoretical training.
This is why it was very interesting to take part in Modernity 2.0, the international socio-cybernetics conference hosted by friends of the University of Urbino’s LaRiCA.


The most awaited guest was danah boyd, from Microsoft Research, famous online for his ethnographic studies on social networks, which did not disappoint. His presentation highlighted the results of a qualitative-quantitative research aimed at understanding how young Americans use the new public network spaces.
Among his many curious things, his thesis led to a debate according to which social differences would tend to reproduce on the web. Eg the white and well-educated young people would be more inclined to stay on Facebook, while the most marginalized social groups would prefer MySpace. These differences should be well present to institutions and also to those involved in communication. Find a discussion here, while at the bottom a small interview, which has agreed to release me.

Among the most interesting presentations, which can be seen here, I remember:

– Corinna Di Gennaro (Harvard University) and Alberto Pepe (UCLA) investigated Grillo’s V-Day, comparing the number of citations from online news sites dedicated to it (low) and the number of posts to be found in the Italian blogosphere (tall).
With the help of Social Network Analysis techniques they then visualized the dense network of bloggers who cited the V-Day, also supported by the on-offline meet-ups. Living in the USA the final question that arose was: would it be possible for Arianna Huffington to bring millions of Americans into the streets?

– Adi Nugroho Onggoboyo said that the Indonesian blogosphere has a strong role in the country’s agenda setting. Consider that the annual event of all bloggers – called Pesta Blogger – sees the presence of three government ministers.

– Sandra Rodriguez, analyzing the Canadian context, has introduced a search to try to understand how the various levels of civil commitment of young people determined by the web “they inform, they engage, they click forward”. Even the simple click of sharing and dissemination of information is an important gesture of civic engagement.

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Next stop: Paris

In Paris they read news while waiting for the elevator

Last week I visited Paris where I met our colleagues of H&K Paris and RPCA (yes in Paris the group have separate 2 PR agencies). Historically one of the largest blogging countries in Europe, social networks are expanding brutally. They are close to 10 million facebook users with a penetration close to Italy. As it is happening in Germany, they explained to me that national platforms, Viadeo and Skyblogs and others are slowly going down in comparison to the US champions like Linkedin and Facebook. Skyblogs is still impressive in numbers especially for teenagers.
In terms of internet activities, it seems the market is close to the Italian one. Bloggers events are popular. Monitoring of blogs and forums are requested by companies. Forums are still very popular in specific vertical markets.
Strange to say, in France companies are not used to upload press releases on their websites, so PR Agencies use their own sites to distribute the clients releases. I know RPCA is selling a service to its clients to create “pressrooms” on an extranet site where journalists can read and download press releases issued by companies.



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The map of social networks in the world

Not having found them up to date, I created a map of the world’s most popular social networks, collecting data from Alexa and Google Trends for Website. After being discovered by TechCrunch, a historic information technology site, it is now traveling around the world, so I will receive sufficient feedback for a periodic update, which I will give you an account of.


Here are the major evidences:

– Facebook has almost colonized Europe and is about to spread everywhere, in an attempt to oust local social networks
– QQ, dominates in China and with its 300 million users is the largest social network on the planet
– MySpace has lost its leadership everywhere (except on the island of Guam)
– V Kontakte is king in the territories of Russia
– Orkut remains strong in India and Brazil
– Hi5 resists in Peru, Colombia, Ecuador and in other countries such as Portugal, Mongolia and Romania
– Odnoklassniki survives in some republics of the former Soviet Union
– Maktoob remains the most important Arab community



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