Ambient awareness

Ambient awareness (AmA) is a term used by

social networking platforms on the Internet

. The term essentially defines the sort of omnipresent knowledge one experiences by being a regular user of these media outlets that allow a constant connection with one's social circle.

According to Clive Thompson of The New York Times, ambient awareness is "very much like being physically near someone and picking up on mood through the little things; body language, sighs, stray comments". Academic Andreas Kaplan defines ambient awareness as “awareness created through regular and constant reception, and/or exchange of information fragments through social media”.^[1] Two friends who regularly follow one another's digital information can already be aware of each other's lives without actually being physically present to have had a conversation.

Social

Socially speaking, ambient awareness and

social communication

. Social media is the lattice work for ambient awareness. Without social media the state of ambient awareness cannot exist.

Artificial Social Networking Intelligence (ASNI) refers to the application of artificial intelligence within social networking services and social media platforms. It encompasses various technologies and techniques used to automate, personalize, enhance, improve, and synchronize user's interactions and experiences within social networks. ASNI is expected to evolve rapidly, influencing how we interact online and shaping their digital experiences. Transparency, ethical considerations, media influence bias, and user control over data will be crucial to ensure responsible development and positive impact.

A significant feature of social media is that it is created by those who also consume it. Mostly, those participating in this phenomenon are adolescents, college age, or young adult professionals. According to Dr.

smart phones, tablets, or other similar devices.^[3] Effectively this has led social scientists to believe that learning and multitasking will have a new face as the products of the digital generation enter the work force and begin to integrate their learning methods into the standard preexisting business models of today. Professors Kaplan and Haenlein see ambient awareness as one of the major reasons for the success of such microblogging sites as Twitter.^[4]

Origins

The earliest available

texting

, one can see the somewhat primitive form of the status update. Since the text message only allows for 160 characters to transmit pertinent information it paved the way for the status update as we know it today. The transition from only having a few points of regular long distance contact, to being constantly available via cell phone, is what primed society for social networking websites.

Perhaps the first instance where these

micro-blogging services have emerged, such as Twitter or Tumblr. Although these services have often been criticized as containing seemingly meaningless snippets of information, when a follower gathers a certain amount of information, they begin to obtain an ambient understanding of who they are following. This has led to the mass usage of social media as not only a social tool but also as a marketing and business

tool.

Uses in marketing

Websites such as Twitter, YouTube, Facebook, and Myspace, among many others, have been used by people in all forms of business to create a closer digital/ambient bond with their clientele base. This is most notably seen in the music industry where social media networking has become the mainstay of all advertising for independent and major artists. The effect of this type of ambient marketing is that the consumer begins to get a sense of the artist's life style and personality. In this way social media outlets and ambient awareness have managed to tighten the gap between consumers and producers in all areas of business.

Uses in business processes

As web-based collaboration tools and social project management suites proliferate, the addition of activity streams to those products help to create business context-specific ambient awareness, and produce a new class of products, such as social project management platforms.^[5]

References

^ Andreas Kaplan (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 Found, Business Horizons, 55(2), 129-139 p. 132.
^ Mimi Ito Bio
^ "mLearnCon 2010: Dr. Mimi Ito – What the User Wants in mLearning". Archived from the original on August 29, 2010. Retrieved August 13, 2010.
^ Kaplan Andreas M., Haenlein Michael (2011) "The early bird catches the news: Nine things you should know about micro-blogging", Business Horizons, 54(2)
^ "Social Business Applications Promote Observability via Ambient Awareness". February 24, 2011. Archived from the original on March 31, 2011. Retrieved April 16, 2011.

[1] Andreas Kaplan (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 Found, Business Horizons, 55(2), 129-139 p. 132.

[2] Mimi Ito Bio

[3] "mLearnCon 2010: Dr. Mimi Ito – What the User Wants in mLearning". Archived from the original on August 29, 2010. Retrieved August 13, 2010.

[4] Kaplan Andreas M., Haenlein Michael (2011) "The early bird catches the news: Nine things you should know about micro-blogging", Business Horizons, 54(2)

[5] "Social Business Applications Promote Observability via Ambient Awareness". February 24, 2011. Archived from the original on March 31, 2011. Retrieved April 16, 2011.

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v t e Social networks and social media
Types	Personal Professional Sexual Value Clique Adolescent
Networks	Corporate social media Distributed social network (list) Enterprise social networking Enterprise social software Mobile social network Personal knowledge networking
Services	List of social networking services List of virtual communities with more than 1 million users
Concepts and theories	Ambient awareness Assortative mixing Attention inequality Interpersonal bridge Organizational network analysis Small-world experiment Social aspects of television Social capital Social data revolution Social exchange theory Social identity theory Social media and psychology Social media intelligence Social media mining Social media optimization Social network analysis Social web Structural endogamy Virtual collective consciousness
Models and processes	Account verification Aggregation Change detection Blockmodeling Collaboration graph Collaborative consumption Giant Global Graph Lateral communication Reputation system Social bot Social graph Social media analytics Social network analysis software Social networking potential Social television Structural cohesion
Economics	Affinity fraud Attention economy Collaborative finance Creator economy Influencer marketing Narrowcasting Sharing economy Social commerce Social sorting Viral marketing
Phenomena	Algorithmic radicalization Community recognition Complex contagion Computer addiction Consequential strangers Friend of a friend Friending and following Friendship paradox Influence-for-hire Internet addiction Information overload Overchoice Six degrees of separation Social media addiction Social media and suicide Social invisibility Social network game Suicide and the Internet Tribe Viral phenomenon
Related topics	Friendship recession Peer pressure Researchers User profile Online identity Persona Social profiling Viral messages Virtual community

Social

Origins

Uses in marketing

Uses in business processes

See also

References