Avoiding social failures

We spent two weeks discussing characteristics of contagious/viral content. We now shift our focus to individual platforms and how people and organizations use them.

All of our favorite social media sites succeed because they meet a social need. We began reading A Social Strategy in Ch. 2, which introduces social failures. Piskorski defines social failures as “interactions that do not occur, but would make two people better off if they did.” Put even more simply, a social failure is a need, and there are four types:

  • Breadth interaction costs
  • Display interaction costs
  • Search interaction costs
  • Communication interaction costs

The take-away from class today is being able to define those social failures and give some examples of social platforms that offer a solution to each of the four types of social failures.

Reading three brief articles will help prepare you for class on Wednesday:


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