The Use Of Mass Collaboration Today

All organizations make use of mass collaboration when using social media, the key is using the mass collaboration well. Nike uses mass collaboration with their use of youtube, Facebook, twitter, and instagram to promote and make notice of their products. The more people talk about their products, the more recognition their products get. If a pro athlete with a million or so followers on twitter posts a picture of their new nike cleats that they will be wearing on game day, that product is going to sell. For example, if Robert Griffin the third were to post a picture of his new cleats or new gloves etc. that product will most definitely see better sales in the near future. Nearly 1 million people will see what one of the most popular pro athletes is wearing on game day and want to wear the same things. Nike uses mass collaboration as a type of free advertising, and it works very well, especially in their field. Mass collaboration is made up of 6 characteristics that are used to enable the success of the use of social media.
1. Participation- "The user is the application", There must be participation in the social networking used to advertise, without the users participating, there would be an empty shell of social networking. With more and more connections or followers and pro and college athletes and/or teams showing off their new and improved Nike gear it makes for a giant advertising campaign to sell more gear and equipment. Users comment on their take on the gear and Nike takes their input and pro and college athletes participating allows for a free advertisement that will be seen by millions of followers.
2. Collective- Nike uses mostly twitter to show their collective of Nike athletes and consumers that talk to one and other about their products and sports gear. The more people talk about their products the more they sell, and the more input they get on making other products. Millions of people own something with the Nike swoosh on it and if they are on twitter they are most likely following/ collectively giving input as a whole towards the products they own or want to own.
3. Transparency- This allows users to critique and come to a consensus on the way they might feel about a product they own or want to own. This shows in Nike's twitter account and instagram account as well as their consumers communicate on the way they feel about the products they see. If RG3 were to post a picture of his cleats today many of twitter responses would be seen by other twitter users allowing the transparency to exist.
4. Independence-Anytime, any place, any member, this shows in Nike because they use publicized social media in which anyone can comment, follow, or give input on something that they post. Every person has a different take on a product shown, and it shows in comments or tweets. It allows for argument and critiques on a product from any individual in the world.
5. Persistence- Participants in the social networking used by Nike all make contributions towards products or advertisements and others can always view and share these contributions, if a person comments on a picture on instagram or tweets back at a photo of a new pair of nike shoes, these contributions or opinions are always there for others to see and read. It is almost like reviewing products without making an actual review.
6. Emergence- Social networking cannot be controlled, any person can say anything they want! If Nike consumers think badly of a product, or for example think a shoe is ugly, they can say that, and vice versa. It allows for realistic reviews and an opinion based advertising campaign. This allows other users to see what other people around the world think and also give their input as well.