{"id":206,"date":"2010-02-09T14:03:33","date_gmt":"2010-02-09T18:03:33","guid":{"rendered":"http:\/\/blogs.law.harvard.edu\/scotthartley\/?p=206"},"modified":"2010-02-28T11:48:35","modified_gmt":"2010-02-28T15:48:35","slug":"internet_exchange_rate","status":"publish","type":"post","link":"https:\/\/archive.blogs.harvard.edu\/scotthartley\/2010\/02\/09\/internet_exchange_rate\/","title":{"rendered":"Relative Social Values of Social Media"},"content":{"rendered":"<p>With the plurality of online tools available today, managers feel the imperative of digital strategy, but few systematically incorporate elements of new media.\u00a0 Based on recent consulting experience for a non-profit based in Medellin, Colombia, I&#8217;ve outlined a process to: 1) Understand users, 2) Build targeted channels, and 3) Transform traffic, in a Stanford Social Innovation Review column entitled &#8220;<a href=\"http:\/\/www.ssireview.org\/opinion\/entry\/tis_the_season_to_be_online\/\" target=\"_blank\">&#8216;Tis the Season to be Online<\/a>.&#8221;\u00a0 However mere incorporation is not sufficient.\u00a0 In a subsequent article entitled &#8220;<a href=\"http:\/\/www.ssireview.org\/opinion\/entry\/internet_exchange_rates\/\" target=\"_blank\">Internet Exchange Rates<\/a>,&#8221; I&#8217;ve questioned the face value of blind social media incorporation.\u00a0 What is most important is that managers understand the hierarchies of online interactions.\u00a0 One must understand trade-offs between resource allocation, and user cannibalization across forms of new media.\u00a0 The relative value of each form of media depends on its context, and the extent to which it is the most effective form of communicating the new idea. The Internet exchange rate that indicates relative social values of social media credence is tomorrow&#8217;s currency unit.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With the plurality of online tools available today, managers feel the imperative of digital strategy, but few systematically incorporate elements of new media.\u00a0 Based on recent consulting experience for a non-profit based in Medellin, Colombia, I&#8217;ve outlined a process to: 1) Understand users, 2) Build targeted channels, and 3) Transform traffic, in a Stanford Social [&hellip;]<\/p>\n","protected":false},"author":2121,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[142],"tags":[371,191,14831],"class_list":["post-206","post","type-post","status-publish","format-standard","hentry","category-technology","tag-internet","tag-new-media","tag-social-value"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/archive.blogs.harvard.edu\/scotthartley\/wp-json\/wp\/v2\/posts\/206","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/archive.blogs.harvard.edu\/scotthartley\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/archive.blogs.harvard.edu\/scotthartley\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/scotthartley\/wp-json\/wp\/v2\/users\/2121"}],"replies":[{"embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/scotthartley\/wp-json\/wp\/v2\/comments?post=206"}],"version-history":[{"count":4,"href":"https:\/\/archive.blogs.harvard.edu\/scotthartley\/wp-json\/wp\/v2\/posts\/206\/revisions"}],"predecessor-version":[{"id":215,"href":"https:\/\/archive.blogs.harvard.edu\/scotthartley\/wp-json\/wp\/v2\/posts\/206\/revisions\/215"}],"wp:attachment":[{"href":"https:\/\/archive.blogs.harvard.edu\/scotthartley\/wp-json\/wp\/v2\/media?parent=206"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/scotthartley\/wp-json\/wp\/v2\/categories?post=206"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/archive.blogs.harvard.edu\/scotthartley\/wp-json\/wp\/v2\/tags?post=206"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}