我相信你已經(jīng)聽(tīng)過(guò)Buzz，社會(huì )化媒體可能是下一個(gè)大潮流，但是究竟什么是社會(huì )化媒體？

下面就讓我們用大白話(huà)講講社會(huì )化媒體究竟是什么？

我們決定去Scoopville看看，這是一個(gè)以冰激凌出名的小鎮。在過(guò)去得20年，該鎮的冰激凌一直都是Big Ice Cream Company生產(chǎn)，質(zhì)量*。約莫過(guò)了數年后，該公司發(fā)現提供三種口味的冰激凌（Chocolate、Vanilla和Strawberry）可以使其利潤*大化。

該鎮的居民就是內容，他們從未想過(guò)冰激凌會(huì )有不同的種類(lèi)。隨后Scoopville發(fā)生了一件事情，一個(gè)新發(fā)明被引進(jìn)這個(gè)城鎮。突然幾乎所有人只需花個(gè)幾美元就可以制作自己的冰激凌了，這幾乎改變了整個(gè)Scoopville。

Simith一家決定制作菠蘿味的冰激凌，Jones一家制造了胡桃味的冰激凌，很快，Scoopville的居民幾乎以很低的成本制作了任何可能想到的口味的冰激凌。

當然，有一些冰激凌比另外一些更受歡迎，比如Sylvia的咸菜冰激凌雖然用戶(hù)數少但是都很忠誠，這樣對于Sylvia已經(jīng)足夠了，她只不過(guò)是想收入能夠抵過(guò)下一批冰激凌的成本而已。Jarret的紅絲絨冰激凌*出名，他因此開(kāi)了自己的門(mén)店。慢慢地，人們對冰激凌的看法開(kāi)始發(fā)生改變。

冰激凌不一定都是一個(gè)工廠(chǎng)制造的。它也可能是由朋友或者鄰居提供的，而且冰激凌還是可以跟大家分享，大伙兒還可以借冰激凌來(lái)聚聚，慶祝下。Big Ice Cream Commpany的香草冰激凌依舊是*好的，奇怪的是，需求量仍舊在增加。但是正是Scoopbille居民提供的獨一的、原味的冰激凌吸引游客。

 

當游客來(lái)到Scoopbille，這么多口味的冰激凌讓他們很難以選擇，他們需要一些辦法來(lái)尋找新的、受歡迎的而且是他們感興趣的冰激凌。

Franklin對此有自己的招數。他在門(mén)外樹(shù)起一塊木板，邀請客戶(hù)在上面寫(xiě)下對自己的冰激凌的看法，客戶(hù)可以用文字描述，也可以打星，或者給其他人留下信息。人們很喜歡Franklin的這個(gè)辦法。

乍一看，游客可以講講Franklin的冰激凌是什么味道，從其他人那里了解下看法。慢慢地，幾乎每一個(gè)居民都有了自己的木板。Sylvia的木板上的信息顯示他的冰激凌雖然不是每個(gè)人都喜歡，但口味著(zhù)實(shí)是非常獨特和有趣的。Jorret的木板上面都是客戶(hù)對他的冰激凌的很好的評價(jià)。

很快，一些事情就明朗起來(lái)了。首先，他們的冰激凌越來(lái)越棒，因為他們可以直接從客戶(hù)那里學(xué)到一些東西；第二，少量客戶(hù)評價(jià)所帶來(lái)的價(jià)值比高成本的廣告要高地多；第三，木板成為客戶(hù)*發(fā)現自己想要的東西的途徑。

新技術(shù)和與客戶(hù)交流的新途徑讓Scoopville的居民們看起來(lái)是一個(gè)獨特的社區。所以，這就是社會(huì )化冰激淋了。由人制造，為人所用。這也證明了，冰激凌與社會(huì )化媒體其實(shí)也有很多共通之處。

現在，每個(gè)人都有機會(huì )制作自己的口味，這得感謝博客、博客和視頻分享等等免費工具。另外，我們也有新的途徑，讓真實(shí)的人來(lái)提供反饋、組織和宣傳。無(wú)論你是一個(gè)*的大公司，還是有著(zhù)忠誠粉絲的個(gè)體戶(hù)，或者僅僅是個(gè)有想法和建議的個(gè)人，社會(huì )化媒體都是與那些關(guān)注你的人進(jìn)行交流的新渠道。

新的工具仍在不停地進(jìn)駐世界的眾多城市和城鎮。但這個(gè)改變來(lái)到你的周?chē)臅r(shí)候，你會(huì )制作什么口味的呢？

我叫Lee LeFever，上面就是大白話(huà)講述社會(huì )化媒體。謝謝！

the following is a transcript to the video Social Media in Plain English.

I’m sure you’ve heard the buzz. Social Media may be the next big thing. What’s it all about?

This is Social Media in Plain English.

Let’s take a visit to Scoopville, a town that’s famous for ice cream. For over 20 years, Big Ice Cream Company has been making high quality ice cream with a big factory in town. A few years back, the company did focus groups and found out that they could maximize profits by offering three flavors: Chocolate, Vanilla and Strawberry.

The residents of the town were content. They never thought it could be different. Then something happened in Scoopville – A new invention came to town. Suddenly, everyone could make their own ice cream for only a few dollars. This changed everything.

The Smiths decided to make pineapple ice cream. The Jones’ made ice cream with pecans. Soon, every kind of ice cream imaginable was being made by scoopville’s residents at very little cost.

Of course, some ice cream was more popular than others and that was okay. Sylvia’s pickle ice cream had a very small but loyal following. That was fine. She only needed enough income to buy ingredients for her next batch. Jarret’s red velvet ice cream became so famous, he created his own store. Over time, people started to think differently about ice cream.

It didn’t always come from a factory. It also came from friends and neighbors. It became something to share, something to bring people together, something to celebrate. Big Ice Cream company still made the best vanilla around, and to their surprise, demand even grew. But it was the unique, original and authentic flavors made by the residents, that brought people to Scoopville.

When they arrived, however, there seemed to be a problem. There were too many flavors. Visitors felt overwhelmed. They needed ways to find the new, the popular, the flavors that were interesting to them.

Franklin had an idea for his ice cream. Outside his house, he erected a board and invited his customers to share their thoughts on his ice cream. They could use words to describe it, stars to rate it, and leave messages for others. People loved it.

At a glance, visitors could tell what his ice cream was all about, and learn from people like them. Over time, each resident had their own board. Sylvia’s board showed that her pickle ice cream didn’t please everyone, but was very unique and interesting. Jarret’s board overflowed with positive reviews and ratings.

Soon, a few things became clear. First, their ice cream got better because they could learn directly from customers. Second, free customer reviews were more valuable than costly advertising. And third, the boards created a way for customers to find exactly what they wanted.

The combination of new technology and new ways to work with customers helped the residents feel like a unique community. So, this is social ice cream – by the people, for the people. It turns out that ice cream and social media have a lot in common.

Today, everyone has a chance to make their own flavors, thanks to free tools like blogs, podcasts, and video sharing. Plus, we now have new ways for real people to play a role in providing feedback, organization and promotion. Whether you’re a big established company, an individual with loyal fans, or simply someone with ideas and opinions, social media means new ways to create and communicate with people who care.

New tools are arriving in cities and towns around the world. When this change comes to your neighborhood, the choice is yours. What flavors will you make?

I’m Lee LeFever, and this has been Social Media in Plain English.

譯者：wisp