Presented at Building the Social Web for Museums, Galleries and Education. Tuesday 8th February 2011 at CASS Business School

1. From Aristotle to Facebook.
A modern phenomenon explained
by 2,000 years of research & theory.

2. The Human Genome.
(Does not explain Human
Behaviour).

3. image source:
info.med.yale.edu

4. A Timeline of Social
Psychology.

5. Aristotle Ibn Khaldun Auguste Comte Harriet Martineau Friedrich Nietzsche
350 1850
B.C.
1850 Gabriel Tarde Emile Durkheim Gustav Le Bon Norman Triplett Kurt Lewin 1900
1950 Solomon Asch Leon Festinger Robert Zajonc Albert Bandura Robin Dunbar 2000
image sources: see brightlemon.com

6. Key Social Theories.

7. Key Social Theories.
Abyssinah (Group Solidarity),
Ibn Kudhun (1378).
The "Herd" Mentality,
Friedrick Nietzche (1883).
"Group mind"/ "Crowd Mind",
Gustav Le Bon (1896).
Social Facilitation,
Norman Triplett (1898).
Network Effect / Network Extentiality,
Theodore Vail (1910).

8. Key Social Theories.
Social Learning Theory,
Cornell Montgomery (1893), Julian Rotter (1945),
Albert Bandura (1977)
Group Interactions, Solomon Asch (1946)
Cognitive Dissonance, Leon Festinger (1954)
Social Development Theory,
Lev Vygotsky (1962)
Social Identity Theory, Tajfel and Truner (1979)
Dunbar's Number Robin Dunbar, 2003

9. 1: Use the Network effect /
Network extentiality.

10. image source:
jeffreywhitlock.blogspot.com

11. 2: Use the Long Tail for
User engagement.

12. Level of
engagement
Number of
users
image source: thebluegrassblog.com

13. Level of
engagement
that really complex
task
only the most
dedicated
user will complete...
comment...
vote...
rate...
like...
Number of
users
image source: thebluegrassblog.com

14. Level of
engagement
that really complex
task
only the most
dedicated
user will complete...
comment...
vote...
rate...
like...
Number of
users
image source: thebluegrassblog.com

15. 3: Use Social Comparison.

17. 4: Use Maslow's Hierarchy of
Needs

18. image source: http://www.ict-learningnow.com

19. References.
http://www.brightlemon.com