社交媒體如何改變著世界

過(guò)去，我們購(gòu)物要帶現(xiàn)金，如今幾乎人人都刷微信、支付寶；過(guò)去，我們生病了直接去看醫(yī)生，如今我們事先在“丁香醫(yī)生”這樣的微信公號(hào)里就能了解許多關(guān)于疾病的情況；過(guò)去，哪里發(fā)生了自然災(zāi)害我們需要聽(tīng)廣播、看電視新聞才能知道，如今我們?cè)谖⒉┥暇涂梢钥吹接嘘P(guān)災(zāi)區(qū)的最新信息……不知不覺(jué)中，社交媒體已然深刻地改變了世界，并且這改變還將持續(xù)下去。

Our growing love of social media is not just changing the way we communicate—it&apos；s changing the way we do business， the way we are governed， and the way we live in society. And it&apos；s doing so at breakneck1） speed. Here are six observations and predictions for the way social media is changing the world from experts from the Global Agenda Council2）.

我們對(duì)社交媒體的熱愛(ài)與日俱增，這不僅在改變著我們的交流方式，也在改變著我們做生意的方式、我們被政府管理的方式，以及我們?cè)谏鐣?huì)中生活的方式，而且這些改變正以驚人的速度發(fā)生。關(guān)于社交媒體正如何改變世界，以下是全球議程委員會(huì)專(zhuān)家給出的六點(diǎn)觀察和預(yù)測(cè)。

Social media is changing how we

govern and are governed.

Civic3） participation and engagement has been transformed with social media. "Social media allows citizens to be the source of ideas， plans and initiatives4） in an easier way than ever before，" says Eileen Guo of Impassion Media. In the future， we can expect more and more leaders to embrace this type of transparent governance， as it becomes easier for them to interact with their constituents5）. "Whereas politicians and government officials once had to travel to interact with citizens， now online town halls strengthen the connections between them， while providing a platform for direct information on government initiatives."

Social media is helping us better respond to disasters.

From Facebook&apos；s Safety Check—which allows users in disaster zones to mark themselves as safe， we&apos；ve seen many examples of how social media and digital communications more broadly are helping respond to disasters.

In fact， more and more of us will be using social media to contribute to disaster relief from wherever we are. Heather Leson of the Qatar Computing Research Institute says， "Digital responders6） can immediately log on7） when news breaks about a natural disaster or human-created catastrophe8）. Individuals and teams are activated. These digital responders use their time and technical skills， as well as their personal networks， in an attempt to help mitigate9） information overload10） for formal humanitarian aid in the field. "These digital humanitarians11） will help close the gap in worldwide disaster response12）.

1. 社交媒體正在改變我們

管理和被管理的方式。

社交媒體使公民參與發(fā)生了變革?！吧缃幻襟w使公民比以往任何時(shí)候都更容易成為觀點(diǎn)、計(jì)劃和倡議的源頭?！盜mpassion 傳媒公司的艾琳·郭說(shuō)。未來(lái)，我們可以預(yù)見(jiàn)越來(lái)越多的領(lǐng)導(dǎo)者歡迎這種透明的管理方式，因?yàn)檫@讓他們更容易與選民互動(dòng)?！耙酝渭液驼賳T需要四處奔走才能與民眾互動(dòng)，而如今的網(wǎng)上市政廳增強(qiáng)了他們與民眾的聯(lián)系，為政府行動(dòng)提供了直接的信息展示平臺(tái)?！眅ndprint

2. 社交媒體有助于

我們更好地應(yīng)對(duì)災(zāi)難。

從Facebook的“平安信使”（身處災(zāi)區(qū)的用戶可以利用它把自己標(biāo)記為安全狀態(tài)），我們已經(jīng)看到社交網(wǎng)絡(luò)以及更廣泛意義上的數(shù)字通信如何幫助人們應(yīng)對(duì)各種災(zāi)難的許多事例。

事實(shí)上，我們?cè)絹?lái)越多的人將借助社交媒體為救災(zāi)做出貢獻(xiàn)，無(wú)論我們身在何處?？ㄋ栍?jì)算研究所的希瑟·萊森稱：“當(dāng)自然災(zāi)害或人為災(zāi)難的新聞爆出，數(shù)字反應(yīng)員可以立即登錄電腦開(kāi)始工作，個(gè)人和小組都會(huì)展開(kāi)行動(dòng)。這些數(shù)字反應(yīng)員利用他們的個(gè)人關(guān)系網(wǎng)以及他們的時(shí)間和專(zhuān)業(yè)技術(shù)來(lái)幫助緩解信息過(guò)載，便于正式的人道主義救援在災(zāi)區(qū)現(xiàn)場(chǎng)開(kāi)展?！边@些數(shù)字人道主義者將幫助縮短世界各地的災(zāi)難響應(yīng)時(shí)間。

Social media platforms may

be the banks of the future.

Imagine being able to pay your rent or make an investment through your favorite social network. That might not be too far off， says Richard Eldridge of Lenddo. "Social media is transforming banking relationships in very significant ways， from improving customer service to allowing users to send money to others via online platforms. New financial technology companies are using social media to help people simply open a bank account. Social media can even impact your ability to get a loan."

But it won&apos；t be without its problems： "The biggest challenge is maintaining security standards and ensuring customers knowingly provide personal information. Banks will also have to implement13） sophisticated social media policies."

Social media is shaking up

healthcare and public health.

The health industry is already using social media to change how it works， whether through public health campaigns14） or virtual doctor&apos；s visits on Skype. It&apos；s also helped groups of people， such as patients suffering from the same condition， stay in touch， say Shannon Dosemagen of Public Laboratory for Open Technology and Science and Lee Aase of Mayo Clinic Center for Social Media and its Social Media Health Network. "Social media has been responsible for relevant changes in both personal and community health， especially by making it easier for large numbers of people to rapidly share information."

That&apos；s not always a good thing： while social media does help official agencies and experts share important information fast—such as during a disease outbreak—it has a downside. "Social media is a two-way street， and allows non-experts to share information just as rapidly as health agencies， if not more so." It&apos；s this future that the health industry will need to plan for： "Health agencies need to have plans in place ahead of time to be able to respond to and counter misinformation or support accurate information shared via social media."

3. 社交媒體平臺(tái)可能就是未來(lái)的銀行。

想象一下：你可以在最喜歡的社交網(wǎng)絡(luò)平臺(tái)支付房租或進(jìn)行投資。Lenddo公司的理查德·埃爾德里奇認(rèn)為，這一天也許不太遙遠(yuǎn)了?！皬奶嵘蛻舴?wù)到允許用戶通過(guò)網(wǎng)絡(luò)平臺(tái)轉(zhuǎn)賬給他人，社交媒體正在以各種極為重要的方式改變著銀行業(yè)務(wù)關(guān)系。新型金融技術(shù)公司正利用社交媒體幫人們便捷地開(kāi)設(shè)銀行賬戶。社交媒體甚至還能影響你的借貸能力?！眅ndprint

但這也并非不存在問(wèn)題?！白畲蟮奶魬?zhàn)是維持安全標(biāo)準(zhǔn)，確?？蛻粼谥榈臓顩r下提供個(gè)人信息。銀行也不得不實(shí)施復(fù)雜的社交媒體策略?！?/p>

4. 社交媒體正在改變

醫(yī)療保健和公共衛(wèi)生。

健康產(chǎn)業(yè)已經(jīng)在利用社交媒體改變自己的運(yùn)作方式，無(wú)論是通過(guò)公共健康活動(dòng)還是虛擬醫(yī)生利用Skype給病人看病。社交媒體還有助于群體（如患有同樣病癥的病人）保持聯(lián)絡(luò)，開(kāi)放技術(shù)公共實(shí)驗(yàn)室的香農(nóng)·多澤馬根和梅奧診所社交媒體中心及其社交媒體健康網(wǎng)絡(luò)的李· 奧瑟如是說(shuō)?！霸趥€(gè)人健康和公眾健康方面，社交媒體都促成了相關(guān)改變，尤其是通過(guò)讓許多人快速共享信息變得更加容易。”

而這也并非有百利而無(wú)一害：雖然社交媒體確實(shí)有助于官方機(jī)構(gòu)和專(zhuān)家迅速共享重要信息（比如在疾病暴發(fā)期間），但也有其弊端?！吧缃幻襟w是一條雙行道，非專(zhuān)業(yè)人士也可以借此分享信息，其速度即使不會(huì)更快，也并不會(huì)亞于衛(wèi)生機(jī)構(gòu)?！苯】诞a(chǎn)業(yè)需要制定計(jì)劃應(yīng)對(duì)這樣的未來(lái)局面?！靶l(wèi)生機(jī)構(gòu)需要提前備好計(jì)劃，以應(yīng)對(duì)和駁斥虛假消息，或?yàn)樯缃幻襟w上傳播的準(zhǔn)確信息提供支持?！?/p>

Across industries，

social media is going from a "nice to have" to an essential component of any business strategy.

It started in the newsroom， as Claire Wardle of the Tow Center for Digital Journalism explains： "In just seven years， newsrooms have been completely disrupted15） by social media. Social media skills are no longer considered niche16）， and solely the responsibility of a small team in the newsroom. Instead social media affects the way the whole organization runs."

It&apos；s a trend that is already spreading to businesses beyond the newsroom， whether it be because of digital marketing or new customer service communication channels. Other industries should look to the lessons learned—or not—by the newsroom and ensure that they&apos；re one step ahead of this social media-enabled disruption.

Social media is helping us tackle some of the world&apos；s biggest challenges， such as climate change.

The capacity for social media to bring together different but like-minded people is also helping fight an enormous challenge： climate change. "Social media has become an important tool for providing a space and means for the public to participate in influencing or disallowing environmental decisions. It has created a way for people to connect local environmental challenges and solutions to larger-scale narratives that will affect us as a global community，" says Shannon Dosemagen.

5. 在各行各業(yè)，社交媒體都在從“錦上添花”

變?yōu)樗薪?jīng)營(yíng)策略中必不可少的組成部分。

這種情況最初發(fā)生在新聞編輯室，數(shù)字新聞中心的克萊爾·沃德?tīng)柦忉屨f(shuō)：“僅僅七年的時(shí)間，新聞編輯室就完全被社交媒體顛覆了。社交媒體方面的技能不再被視為針對(duì)特定市場(chǎng)，也不再僅僅是新聞編輯室中一個(gè)小團(tuán)隊(duì)的責(zé)任。相反，社交媒體影響著整個(gè)機(jī)構(gòu)的運(yùn)作方式?！?/p>

這一趨勢(shì)已經(jīng)擴(kuò)散到新聞編輯室之外的其他行業(yè)，無(wú)論是由于數(shù)字化營(yíng)銷(xiāo)還是新型的客戶服務(wù)交流渠道。其他行業(yè)應(yīng)該汲取新聞編輯室已經(jīng)獲得或尚未獲得的經(jīng)驗(yàn)教訓(xùn)，確保自己在這場(chǎng)社交媒體帶來(lái)的顛覆中占得先機(jī)。

6. 社交媒體正在幫助我們應(yīng)對(duì)

某些全球最大的挑戰(zhàn)，如氣候變化。

社交媒體能將迥然不同卻又志同道合的人們聚集在一起，這也有助于對(duì)抗一個(gè)巨大的難題：氣候變化。“社交媒體已經(jīng)成為一種重要的工具，它為公眾參與影響和否決有關(guān)環(huán)境的決策提供了空間和方式。它已為人們創(chuàng)建了一條渠道，可以讓人們將當(dāng)?shù)氐沫h(huán)境問(wèn)題及對(duì)策與更大范圍內(nèi)的、將影響全球人類(lèi)社區(qū)的境況相關(guān)聯(lián)?！?香農(nóng)·多澤馬根說(shuō)。

1. breakneck [?bre?knek] adj. （速度）極快的

2. Global Agenda Council： 全球議程委員會(huì)，是由世界經(jīng)濟(jì)論壇（World Economic Forum）發(fā)起的一個(gè)委員會(huì)，是全球最大的世界專(zhuān)家志愿者網(wǎng)絡(luò)。每一年會(huì)組織來(lái)自各領(lǐng)域的專(zhuān)家，將其分成幾十個(gè)小組，一起思考和探討全球重大議題，為世人謀求福利。

3. civic [?s?v?k] adj. 公民的；市民的

4. initiative [??n???t?v] n. 積極的行動(dòng)；倡議

5. constituent [k?n?st?tju?nt] n. 選民

6. digital responder： 也被稱為digital humanitarian，是利用網(wǎng)絡(luò)進(jìn)行人道主義救援的個(gè)體，由他們組成的技術(shù)團(tuán)隊(duì)會(huì)繪制可更新的地圖，建立數(shù)據(jù)庫(kù)、信息庫(kù)，甚至是建立線上和線下社區(qū)來(lái)引導(dǎo)來(lái)自四面八方的救援行為。

7. log on： 登錄計(jì)算機(jī)，這里引申為“開(kāi)始（用計(jì)算機(jī)）工作”。

8. catastrophe [k??t?str?fi] n. 重大災(zāi)難

9. mitigate [?m?t?ɡe?t] vt. 減輕；緩解；緩和

10. information overload： 信息過(guò)載，指關(guān)于某件事的信息太多，造成理解困難，難以做出有效決定。

11. humanitarian [hju??m?n??te?ri?n] n. 人道主義者

12. disaster response： 災(zāi)難應(yīng)急響應(yīng)，是災(zāi)難管理循環(huán)中的第二個(gè)階段，包括很多元素，比如預(yù)警、搜救、提供即時(shí)援救、損毀評(píng)估，以及對(duì)基礎(chǔ)設(shè)施的立刻修復(fù)。

13. implement [??mpl?ment] vt. 履行；實(shí)施

14. campaign [k?m?pe?n] n. （社會(huì)、政治）運(yùn)動(dòng)，活動(dòng)

15. disrupt [d?s?r?pt] vt. 使中斷；擾亂

16. niche [ni??] adj. （營(yíng)銷(xiāo)）針對(duì)特定客戶群的，細(xì)分的；專(zhuān)營(yíng)的endprint