Grazie mille a Wilma Massucco ed al Progetto Eugad per avermi intervistato causando una botta d’Ego a fine 2009!

L’intervista, rigorosamente in inglese la trovate qui ma con la scusa di aggiungere qualche tag in inglese, generare un filo di traffico e farmi vantare coi miei amici oltremanica che non hanno ancora capito cosa faccio nella vita… la mettiamo anche qui!

“Conversation with Andrea Alfieri, interviewed by Wilma Massucco on December 2009″

Communication through Media Social Network
What is, in your opinion, the basic approach specific of the web, and in particular the approach characteristic of the so-called 2.0 web generation?

I believe we are assisting a fundamental social shift. Web 2.0 is a Social revolution rather than a simply technological one. The real three pillars are “Collaboration, Reputation and Merit”. Maybe it’ll fail miserably, but the opportunity is now here for the taking, it’s in our hands. We need to approach it responsibly but I believe common sense will ensure we don’t abuse it.

Which way to develop a mindedness open to web?
Many people discussed this issue and there’s no straight answer. It’ll happen, it’s inevitable and common sense will prevail. I’m puzzled about how it’s going to happen. Ideally traditional Mainstream Media could spread the words and make it simple for anyone to enjoy the true benefits. Unfortunately Social Media are simply killing Mainstream Media, stealing a big chunk of their advertising revenue; hence on TV and newspaper you can only read negative stories about the web. The key is to make the Web accessible, good value, simple to use and free; Web 2.0 is moving towards that direction therefore it’s only a question of time.

How do you define a Media Social Network? What are the differences between a Web site and a Social Network? Is a blog to be intended as a Social Network or not?
John Jantsch defined Social media “the use of technology combined with social interaction to create or co-create value”. It tells it all! A web site is normally a static window whereas a Social Network is a place where things happen! Which things? More or less whatever the participants decide to. Blogging, I firmly believe is the basis upon which any network (social, professional, political etc) can be created.

Which kind of information are possible to get out of Social Networks?
Web 2.0 is rapidly specializing; this means that for any given request or need we’ll be able to find a network devoted to collating and providing it. Furthermore information is now provided directly by the very same people that traditionally use to benefit info passively; they are now active contributors and commentators. They call it “bottom up” self regulating and democratic information. There are evident problems, such as individual and company’s reputation in the hand of their own clients, or the decline of people’s general knowledge as result of polarization and specialization of the Web, as much as the inevitable decline of traditional media. It’s going to hurt a little, but I’m sure we’ll manage to adapt.

When approaching for the first time a Communication through Web, in your opinion is it more efficacious to copy, and then improve, an idea already existing or to create something original and totally new? Why?
My recommendation would be to first listen. The Web (blogsphere) should not be underestimated and needs to be treated with respect and strategic consideration. Listening allows you to choose the right approach and language. It’s like entering a Bar for the first time, you wouldn’t start shouting, upsetting people you don’t know. Communicating through Web is about building relationships, and it takes time and care. Once you know who you are dealing with, then be original and authentic but always respectful.

Which risks and opportunities of Social Networks?
We previously mentioned some of the risks, linked mainly to corporate reputation and division of interests. However one might argue that these are nevertheless true opportunities. The scrutiny of “Pro-sumers” (proactive consumers) bundled together in powerful communities should push corporations to improve their service offering and favour competition. Yet again polarization means that if I am a fanatic of AC Milan I can now access in real time any single piece of information, opinion, gossips, merchandising (whether official or else) of my team. Risk or opportunity? It depends from which stand-point we look at it. It would definitely be a risk for AC Milan to run out of official sportswear to sell online. On the contrary for some Chinese doggie clothing maker it would be considered an opportunity to take. It’s economy at its best!

In order to get success on the web is it sufficient to follow the 10 golden rules that you re-arrange on your blog?
That’s a good start but the real key is still “having a good idea”. Social Media helps you spreading virally anything you might want to say, but the success will always be measured on “what you say “, just like before. A good idea is what you need, than the web and it’s un-official rules can help you getting it right, cheaply and faster than before. Never forget that anything you do online is measurable in an unprecedented way if compared to before. Monitoring progress is vital to achieve success as it allows you to change and adapt your strategy without having wasted precious time and money.

What is the innovative aspect related to Wikipedia (see also Linux)?
The real novelty is the affirmation, against any business logic for that period, of the concept of “General Public License”. Everybody dreamed in principle to do something like that, but few actually did it. That sparked a sense of participatory/collaborative environment as a powerful drive towards innovation which could include anyone, according to “merit and actual contribution” (contrary to traditional hierarchical structure). The common good of the many (ideology and values rather than mere profit), finally emerged to cement professional ventures in the same way as it did for charity organization. That changed it all.

According to you what are the factors/persons/groups that may contrast the diffusion of Social Networks? Why will they contrast? What are their interests at stake?
We said that Social Media are slowly but steadily demolishing Mainstream Media, stealing a big chunk of their advertising revenue. Undermining Mainstream Media means affecting a delicate balance of interests and powers that enjoyed virtually unchecked control over the flux of information. That’s political control that it is going to be hard to steal completely from whoever’s held it so far; at least not without a proper fight. Social media have the spirit to threaten cultural and historical traits and some resistance can be expected. Western societies are different to one another. Anglo-Saxon countries are clearly leading the way, as this revolution better adapts to their own culture and values. Moreover, this is a revolution that “speaks English” (soon will be also Chinese). Latin countries might have more problem adapting . Again many organization will need to evolve and adapt to this new approach. One of the value emerging indisputably is “cutting off the middle man”. Think about recruiting personnel through Linkedin rather than head-hunting or recruitment agencies. Think about selling holidays online rather than at your local Travel agent. Changes always upset someone at some stage and this is no exception.

Not fed up yet?!! Here’s Part 2 then!

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1. Social Media questions and answers. Part 2