Introduction to Web 2.0
- What are the Long Tail Effect and Streisand Effect?
- How are they related to Web 2.0?
- Give real-life examples how they take place in Web 2.0 age.
- What are the Long Tail Effect and Streisand Effect?
- How are they related to Web 2.0?
- Give real-life examples how they take place in Web 2.0 age.
What are the Long Tail Effect and Streisand Effect?
The long tail refers to the statistical property that a larger share of population rests within the tail of a probability distribution than observed under a 'normal' or Gaussian distribution. The term has gained popularity in recent times as a retailing concept describing the niche strategy of selling a large number of unique items in relatively small quantities – usually in addition to selling fewer popular items in large quantities.
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l to the left are the few that dominate (selling large volumes of a reduced number of popular items)
l to the right is the long tail (selling small volumes of hard-to-find items to many customers)
Given a large enough availability of choice, a large population of customers, and negligible stocking and distribution costs, the selection and buying pattern of the population results in a power law distribution curve, or Pareto distribution. This suggests that a market with a high freedom of choice will create a certain degree of inequality by favouring the upper 20% of the items ("hits" or "head") against the other 80% ("non-hits" or "long tail"). This is known as the Pareto principle or 80–20 rule.
The "long-tail effect" is all about profitable niche businesses (hard-to-find item) replacing the traditional mass market (popular item).
The Streisand effect is a primarily online phenomenon in which an attempt to hide or remove a piece of information has the unintended consequence of causing the information to be publicized widely and to a greater extent than would have occurred if no contrary action had been attempted. It is named after American entertainer Barbra Streisand, following a 2003 incident in which her attempts to suppress photographs of her residence inadvertently generated further publicity.
How are they related to Web 2.0?
The term Web 2.0 is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centred design, and collaboration on the World Wide Web. A Web 2.0 site gives its users the free choice to interact or collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them. Examples of Web 2.0 include social-networking sites, blogs, wikis, video-sharing sites, hosted services, web applications, mashups and folksonomies.
Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specifications, but rather to cumulative changes in the ways software developers and end-users use the Web.
Web 2.0 technologies are changing the way messages spread across the Web. A number of online tools and platforms are now defining how people share their perspectives, opinions, thoughts and experiences. Here are some popular web 2.0 tools:
Podcasting
Blogs
RSS
Social bookmarking
Social networking
Web 2.0 emphasizes user-centred design, collaboration, the free choice to interact or collaborate with each other; user role is changed from traditional passive viewing to actively create the content. It generates a new business opportunity (Long Tail Effect) and social network culture (Streisand effect).
Let‘s review a real case that benefit from Long Tail Effect:
Netflix, Inc. is an American corporation that offers both on-demand video streaming over the internet, and flat rate DVD and Blu-ray Disc rental-by-mail in the United States and Canada
Moreover, the long tail means that consumer have more choice of the movies, some consumer will shift from the popular one to unpopular one to fit the real interests. It means that the long tail is growing. It is the trend that the consumer bypass the hit-driven culture promoted in the mainstream media, and spending the time (and money) pursuing the personal tastes.
Web 2.0 also generates social network culture (Streisand effect), let’ review a real case:
In April 2007, an attempt at blocking an AACS key from being disseminated on Digg caused an uproar when cease-and-desist letters demanded the code be removed from several high-profile websites. However, with the Web 2.0 feature, collaboration, user-generated content, social networking, this led to the key's proliferation across other sites and chat rooms in various formats, with one commentator describing it as having become "the most famous number on the internet". Within a month, the key had been reprinted on over 280,000 pages, printed on T-shirts and tattoos, and had appeared on YouTube in a song played over 45,000 times. It shows how powerful the Web 2.0 influences the social network culture; it could sometimes be a good thing but sometimes is not.
Reference
http://en.wikipedia.org/wiki/Long_Tail#Demand-side_and_supply-side_drivers
http://en.wikipedia.org/wiki/Netflix
http://en.wikipedia.org/wiki/Netflix
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