4.5.4 nevane simba
Partnering kunogona kuderedza mari uye kuwedzera scale, asi angachinja mhando vechikamu marapiro, uye zvakaguma zvaitika kuti unogona kushandisa.
Izvo zvinoshandiswa pakuzviita iwe uri kubatana nesangano rine simba rakafanana nekambani, hurumende, kana NGO. Kubatsira kwokushanda nemumwe wako ndeyekuti vanogona kukubvumira kuti iwe uedze miedzo yausingagoni kuita iwe pachako. Semuenzaniso, chimwe chezviongedzo zvandichakuudza nezvezasi zvakabatanidzwa nemamiriyoni makumi matanhatu nevatori vechikamu-hapana muongorori wega wega angakwanise kuita izvi. Panguva imwechete iyo kubatana kunowedzera zvaunogona kuita, zvinokudzivirira iwe. Semuenzaniso, makambani akawanda haazokubvumiri kuti mushure mutsva unogona kukuvadza bhizinesi ravo kana mukurumbira wavo. Kushanda nevashandi kunorevawo kuti kana nguva inosvika yekudhinda, unogona kupinda pasi pekumanikidzirwa kuti "re-frame" yako zvigumisiro, uye vamwe vanobvumirana vangatoedza kudzivisa kuburitsa kwebasa rako kana zvichiita kuti vaone sevakaipa. Pakupedzisira, kugoverana kunouyawo nemari inobatanidza kukudziridza nekuchengetedza kushamwaridzana uku.
Dambudziko guru rinofanira kugadziriswa kuita kuti hukama huri kubudirira huwana nzira yekuenzanisa zvinodiwa zvevamwe mapato, uye nzira inobatsira yekufunga pamusoro payo ndiyo Pasteur's Quadrant (Stokes 1997) . Vatsvakurudzi vazhinji vanofunga kuti kana vari kushanda pane chimwe chinhu chinobudirira-chimwe chinhu chingava chinofadza kune mumwe wako-saka havagone kuita sainzi chaiyo. Kufungisisa uku kuchaita kuti zvive zvakaoma kwazvo kuumba hukama hwakabudirira, uye zvinowanzoitikawo zvachose. Dambudziko nenzira iyi yekufunga inofananidzirwa nenzira inonzwisisika nekutsvaga-nzira yekuputsvakurudza kwezvakaitika kuna Louis Pasteur. Paanenge achishanda pane imwe nzvimbo yekutengeserana kwekutsvaga kuti achinje jet beet muwaini, Pasteur akawana kirasi itsva yezvipembenene izvo zvakaguma zvichitungamirira kuchirwere chetachiona chezvirwere. Uku kuwanikwa kwakagadzirisa dambudziko rakakosha-rakabatsira kuvandudza nzira yekuvirisa-uye yakabatisa kukura kwesayenzi yakawanda. Nokudaro, panzvimbo yekufunga nezvekutsvakurudza nemaitiro anobatsira sezviri kupesana nekutsvakurudza kwechokwadi kwesayenzi, zviri nani kufunga pamusoro peizvi sezvikamu zvakasiyana zvakasiyana. Kutsvakurudza kunogona kukurudzirwa nekushandiswa (kana kwete), uye kutsvakurudza kunogona kutsvaga kunzwisisa kwepfungwa (kana kwete). Zvinonzwisisika, kumwe kutsvakurudza-kufanana nePasteur-kunogona kushandiswa nekushanda nekutsvaga kunzwisisa kwakakosha (mufananidzo 4.17). Kutsvakurudza muPasteur's Quadrant-tsvakurudzo iyo inopfuurira mberi zvinangwa zviviri-yakakosha kwekambani pakati pevanotsvakurudza nevashandi. Zvichibva mumamiriro ezvinhu aya, ndicharondedzera zvidzidzo zviviri zvekuongorora nekubatana: imwe nekambani uye imwe ine NGO.
Mufananidzo 4.17: Pasteur's Quadrant (Stokes 1997) . Pane kufunga nezvekutsvakurudza sekunge "zvakakosha" kana "kushandiswa," zviri nani kufunga nezvazvo sechichikurudzirwa nekushandiswa (kana kwete) nekutsvaga kunzwisisa kunokosha (kana kwete). Muenzaniso wekutsvakurudza izvo zvose zviri zviviri zvinokurudzirwa nekushandiswa uye kutsvaga kunzwisisa kwakakosha basa raPasteur mukushandura chibage chemukoko muwaini chinotungamirira kuchirwere chetachiona chezvirwere. Uyu ndiwo rudzi rwebasa rinonyatsokodzera kushamwaridzana nevane simba. Mienzaniso yebasa rinokurudzirwa nekushandiswa asi iro haritsvaki kunzwisisa kwemashoko kunobva kuna Thomas Edison, uye mienzaniso yebasa risingabatsiri nekushandiswa asi iyo inotsvaka kunzwisisa kunobva kuna Niels Bohr. Ona Stokes (1997) kuti uwane hurukuro yakazara pamusoro pegadziriro iyi uye chimwe nechimwe chezviitiko izvi. Yakagadzirirwa kubva Stokes (1997) , chirevo 3.5.
Makambani makuru, kunyanya makambani emagetsi, ave nekugadzirisa zvigadzirwa zvinoshamisa zvekushandisa zviitiko zvakaoma. Muchirongwa chekombiyuta, izvi zvinowanzoitwa maitiro A / B nokuti vanofananidza nekubudirira kwemishonga miviri: A uye B. Kuedza kwakadaro kunowanzoshandiswa kune zvinhu zvakadai sechiwedzera kuwedzera-kuburikidza nemitengo pamashamba, asi zvimwe zvivako zvekushandisa zvinogonawo kushandiswa kutsvakurudza kunofambira mberi kunzwisisa kwesayenzi. Muenzaniso unoratidzira kukwanisa kwerudzi urwu rwekutsvakurudza ndeyekuongorora kwakaitwa nekubatana pakati pevanotsvakurudza pa Facebook neYunivhesiti yeCalifornia, San Diego, pamusoro pemigumisiro yemashoko akasiyana pakutsvaga kwevhoti (Bond et al. 2012) .
Musi waNovember 2, 2010-zuva rehurumende yeU.S. chisarudzo-yese mamiriyoni 61 evanoshandisa Facebook vaigara muUnited States uye vaiva nemakore gumi nemasere vakashanda mukuedza kwekuvhota. Pavakashanyira Facebook, vashandisi vainge vaiswa mune rimwe remapoka matatu, iro rakaronga kuti bhani (kana iripo) yakaiswa pamusoro pe News Feed (chirevo 4.18):
- boka rinodzora
- mharidzo yemashoko pamusoro pekuvhota neklickable "IVotevedzwa" bhatani uye nhamba (Info)
- mharidzo yeruzivo pamusoro pekuvhota neklickable "IVotevedzwa" bhatani uye kadhi pamwe nemazita nemifananidzo yeshamwari dzavo dzakanga dzave dzatsanangurira "Ndakatora" (Info + Social)
Bond uye vashandi pamwe chete vakadzidza migumisiro miviri mikuru: maitiro ekuvhota akataurwa uye maitiro chaiwo ekuvhota. Chokutanga, vakawana kuti vanhu vari muChitsuwa + Social Society vaiva nepamusoro pezvikamu zviviri zvepakati pevanhu vari muBhuku reChinyorwa kuti vaone "Ndakatora" (anenge 20% ne18%). Uyezve, mushure mekunge vatsvakurudzi vakabatanidza dheta ravo nevanowanikwa mavhoti ekuvhota evanhu vanenge mamiriyoni matanhatu vakawana kuti vanhu muChita + Social Social vaiva 0.39 kubva muzana mazana akawanda okuti vhote kupfuura avo vari muboka rekutungamirira uye kuti vanhu vari muBhuku reInformation vakanga vangangovhota sevaya vari muboka rekutonga (Mufananidzo 4.18).
Mufananidzo 4.18: Zviwanikwa kubva pakutsvaga-kura-kura-kura ku Facebook (Bond et al. 2012) . Vatori vechikamu muChitsuwa cheVhoti vakavhota imwechete yevaya vari muchikwata chekutonga, asi vanhu muChishopu + Social Society vakasarudza pamwero wakakwirira. Bhari inomira inofungidzirwa kuti inokwana 95%. Migumisiro murafini ndeyevanhu vanenge mamiriyoni matanhatu vatori vechikamu avo vakafananidzirwa kuvhoti dzevhoti. Yakashandiswa kubva Bond et al. (2012) , chiito 1.
Migumisiro yechiratidzo ichi inoratidza kuti dzimwe mhando dzekutsvaga mu-in-in-in-in-svondo dzinoshanda kupfuura dzevamwe uye kuti kuongororwa kwemutsvakurudzi wehubudiriro kunogona kuvimba kana mhinduro yacho inonzi yakasarudza kana kuvhota chaiyo. Ichi chiitiko nenyasha hachipi zvinyorwa pamusoro pezvipimo izvo ruzivo rwemagariro evanhu-izvo vamwe vatsvakurudzi vakadhura vachitumidza "bundu remeso" -kuwedzera kubvumira. Zvinogona kunge kuti ruzivo rwemagariro evanhu rwakawedzera huwandu hwekuti mumwe munhu akacherechedza bhaniro kana kuti yakawedzera mukana wekuti mumwe munhu akacherechedza bheneri akavhota kana kuti zvose. Nokudaro, chiitiko ichi chinopa kuwanikwa kunonakidza kuti vamwe vatsvakurudzi vangangobvunzisisa (ona, semuenzaniso, Bakshy, Eckles, et al. (2012) ).
Mukuwedzera pakufambira mberi kwezvinangwa zvevatsvakurudzi, chiitiko ichi chakasimudzirawo chinangwa chesangano revamwe (Facebook). Kana ukashandura tsika yakadzidza kubva pakuvhota pakutengesa sese, unogona kuona kuti chidzidzo chacho chakanyatsogadziriswa sechiedza chekuyera kuitika kwekutengesa kwepaIndaneti (ona, RA Lewis and Rao (2015) ). Izvi zvidzidzo zvinobudirira zvekutsvaga zvinowanzoyera kuitika kwekutsvaga kumashamba ekutsvaga-kurapa Bond et al. (2012) ndeyekushambadzira kwekuvhota-pahutano husina kukodzera. Nokudaro, kutsvakurudza uku kungaita kuti Facebook iwane mano ekudzidza kubudirira kwezvinyorwa zvepaIndaneti uye inogona kubatsira Facebook kugutsikana nevashambadzi vanogona kuti zvidimbu zvepa Facebook zvinoshanda pakuchinja maitiro.
Kunyange zvazvo zvaidiwa nevatsvakurudzi nevashandi pamwe chete vainyanya kuwirirana muchidzidzo ichi, ivo vaivewo mukutengesa. Kunyanya, kugoverwa kwevatori vechikamu kumapoka matatu-kutonga, Info, uye Info + Social-yakange yakawandisa zvikuru: 98% yemaenzaniso yakagoverwa kuIzivo + Social. Izvi zvisingabatsiri kugoverwa hazvina kukwana kuwandisa, uye kugoverwa kwakanakisisa kwevatsvakurudzi vangadai vakave nechetatu chevatori vechikamu muboka rimwe nerimwe. Asi iyo isina kukwana yakagoverwa zvakaitika nokuti Facebook yaida kuti munhu wese awane Info + Social treatment. Nenzira yakanaka, vatsvakurudzi vakavatsigira kuti vadzivirire 1% nokuda kwehutano hwakabatana uye 1% yevatori vechikamu kweboka rinodzora. Pasina boka rekudzivirira, zvingave zvisingakwanisi kuenzanisa kuitika kweIzivo + Zvehutano hwehutano nokuti ingadai yakave "kuongororwa uye kuongorora" kuedza pane kungoedza kuongororwa. Muenzaniso uyu unopa chidzidzo chinokosha chekushanda pamwe neshamwari: dzimwe nguva unotanga kuedza nekukurudzira mumwe munhu kuti ape kurapwa uye dzimwe nguva unotanga kuedza nekuratidza mumwe munhu kuti arege kurapa (kureva, kuumba boka rekutungamirira).
Kubatana hakuna nguva dzose kunosanganisira makambani e tech uye kuongorora kweA / B nemamiriyoni evatori vechikamu. Semuenzaniso, Alexander Coppock, Andrew Guess, naJohn Ternovski (2016) vakabatana neNGO yezvakatipoteredza-League of Conservation Voters-kuedza miedzo yekuedza nzira dzakasiyana dzekusimudzira hurumende. Vatsvakurudzi vakashandisa nhoroondo yeGOGO ye Twitter kuti vatumire ma tweets evanhu vose nemamwe mashoko ehurumende zvakananga akaedza kuisa mazita ezvinyorwa zvakasiyana. Vakabva vayera kuti ndeipi yemashoko aya ainyanya kubudirira kukurudzira vanhu kuti vasaina chikumbiro uye ruzivo rwetweet pamusoro pekukumbira.
| Nyaya | References |
|---|---|
| Migumisiro yepa Facebook News Feed pamusoro pekugovana mashoko | Bakshy, Rosenn, et al. (2012) |
| Migumisiro yekusarura kusingazivikanwi pane maitiro pane webhusaiti yepambani yepambani | Bapna et al. (2016) |
| Migumisiro yeImba Mhinduro dzeMagetsi kushandiswa kwemagetsi | Allcott (2011) ; Allcott and Rogers (2014) ; Allcott (2015) ; Costa and Kahn (2013) ; Ayres, Raseman, and Shih (2013) |
| Migumisiro yepurogiramu yepurogiramu pahutachiona hwekupararira | Aral and Walker (2011) |
| Migumisiro yekuparadzira nzira pakuparadzirwa | SJ Taylor, Bakshy, and Aral (2013) |
| Migumisiro yehuwandu hwemagariro muzviziviso | Bakshy, Eckles, et al. (2012) |
| Migumisiro yekutengesa mabhuku pane zvekutengesa kuburikidza nekatekisiti uye yepaIndaneti kune marudzi akasiyana evatengi | Simester et al. (2009) |
| Migumisiro yekududzirwa mashoko pamusoro pezvidzidzo zvebasa | Gee (2015) |
| Migumisiro yekuongororwa kwokutanga pakuzivikanwa | Muchnik, Aral, and Taylor (2013) |
| Migumisiro yemashoko anogadziriswa pamusangano wezvematongerwo enyika | Coppock, Guess, and Ternovski (2016) |
Kakawanda, kushamwaridzana nevane simba kunobatsira kuti iwe ushande pane imwe yero yakaoma kuita, uye tafura 4.3 inopa dzimwe mienzaniso yehukama pakati pevatsvakurudzi nemasangano. Kushamwaridzana kunogona kuva nyore zvikuru pane kuvaka chido chenyu. Asi zvikomborero izvi zvinouya nekusawirirana: kubatana kunogona kugadzirisa mararamiro evatori vechikamu, marapirwo, nemigumisiro yaunogona kudzidza. Uyezve, kubatana uku kunogona kutungamirira kumatambudziko. Nzira yakanakisisa yekuona mukana wekushandira pamwe ndeyekuona dambudziko rechokwadi raunogona kugadzirisa iwe uri kuita senzi inonakidza. Kana iwe usingashandisi nenzira iyi yekutarisa nyika, zvingava zvakaoma kuona matambudziko muPasteur's Quadrant, asi, nemitambo, iwe uchatanga kuonekwa navo nekuwedzera.
