In Clay Shirky’s (Find out more about
Skirky here)
Here Comes Everybody, we are introduced to the growth and impact that social media, tools and networks are having on our global world. The decentralization of technologies and the decline of social transaction costs is affecting and changing our world today. Clay writes, “most of the barriers to group action have collapsed, and without those barriers, we are free to explore new ways of gathering together and getting things done” (Shirky, 22). As society adapts to these changes and critical masses begin utilizing these social tools, the revolution of human interaction and behavior will result.
New tools (internet, email, blogs, cell phones, texting, etc) have almost wiped out transaction costs (the costs incurred in trying to collaborate) and therefore have made human interaction easy and valuable, adding an abundance of positive supply. Changes in technology have setup this revolution in society (society’s new behaviors) by removing two hindrances to social interaction, “locality of information and barriers to group reaction” (Shirky, 153). Social tools have improved the ease of interaction and therefore have moved us form a society of “gather, then share” and “filter, then publish” to a society of “share, then gather” and “publish, then filter” (Shirky, 35 & 98). This new ease of distribution and collaboration across the world has allowed for the mass amateurization in most professions. Because “more people can communicate more things to more people than has ever been possible in the past” (Shirky, 106) we are living in a radically changing society.
New technologies have provided the resources for more information to be communicated and gathered around and therefore have enacted a behavioral change in how people interact with that information and with each other about that information (Shirky, 163). This allows coordination to occur in a more effective and efficient manner, again lowering the market costs of social interaction and increasing the social capital.
This revolution is not perfect though, in the sense that failure is inevitable. Through the collaboration of people and the mass amateurization of professions, there in turn is much failure, some modest success and the very occasional grand success (Shirky, 235). The beauty of the system though is that this power law distribution that heavily sides with failure is still efficient because the costs of collaboration have become almost insignificant thanks to the new social tools available for common use. Open source “reduces the cost of failure; it essentially gets failure for free” (Shirky, 246). In a “publish, then filter” format, the success or failure of trying new things in an open system does not carry heavy transaction and/or management costs and therefore allows for the mass production and distribution of ideas.
So what conjures success? While there is no single recipe or format for victory, Shirky does explain three social and technological factors that must be synthesized in order to achieve the successful use of any social tool(s). A promise (why), effective tool (how) and acceptable bargain (what) (Shirky, 260) are required for the success of any venture utilizing social tool(s). How these three factors interact is the name of the game. As people continue to adapt new behaviors in working with these social platforms, they will continue to combine, extract, fuse, join and juggle these social and technological factors trying to come up with the winning combination that in turn creates a grand success in and for society.