社交媒體如何改變著世界

過去，我們購物要帶現金，如今幾乎人人都刷微信、支付寶；過去，我們生病了直接去看醫生，如今我們事先在“丁香醫生”這樣的微信公號里就能了解許多關于疾病的情況；過去，哪里發生了自然災害我們需要聽廣播、看電視新聞才能知道，如今我們在微博上就可以看到有關災區的最新信息……不知不覺中，社交媒體已然深刻地改變了世界，并且這改變還將持續下去。

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）.

我們對社交媒體的熱愛與日俱增，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，以及我們在社會中生活的方式，而且這些改變正以驚人的速度發生。關于社交媒體正如何改變世界，以下是全球議程委員會專家給出的六點觀察和預測。

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生了變革?！吧缃幻襟w使公民比以往任何時候都更容易成為觀點、計劃和倡議的源頭?！盜mpassion 傳媒公司的艾琳·郭說。未來，我們可以預見越來越多的領導者歡迎這種透明的管理方式，因為這讓他們更容易與選民互動?！耙酝渭液驼賳T需要四處奔走才能與民眾互動，而如今的網上市政廳增強了他們與民眾的聯系，為政府行動提供了直接的信息展示平臺?！眅ndprint

2. 社交媒體有助于

我們更好地應對災難。

從Facebook的“平安信使”（身處災區的用戶可以利用它把自己標記為安全狀態），我們已經看到社交網絡以及更廣泛意義上的數字通信如何幫助人們應對各種災難的許多事例。

事實上，我們越來越多的人將借助社交媒體為救災做出貢獻，無論我們身在何處?？ㄋ栍嬎阊芯克南ＩとR森稱：“當自然災害或人為災難的新聞爆出，數字反應員可以立即登錄電腦開始工作，個人和小組都會展開行動。這些數字反應員利用他們的個人關系網以及他們的時間和專業技術來幫助緩解信息過載，便于正式的人道主義救援在災區現場開展?！边@些數字人道主義者將幫助縮短世界各地的災難響應時間。

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. 社交媒體平臺可能就是未來的銀行。

想象一下：你可以在最喜歡的社交網絡平臺支付房租或進行投資。Lenddo公司的理查德·埃爾德里奇認為，這一天也許不太遙遠了?！皬奶嵘蛻舴盏皆试S用戶通過網絡平臺轉賬給他人，社交媒體正在以各種極為重要的方式改變著銀行業務關系。新型金融技術公司正利用社交媒體幫人們便捷地開設銀行賬戶。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題?！白畲蟮奶魬鹗蔷S持安全標準，確?？蛻粼谥榈臓顩r下提供個人信息。銀行也不得不實施復雜的社交媒體策略?！?/p>

4. 社交媒體正在改變

醫療保健和公共衛生。

健康產業已經在利用社交媒體改變自己的運作方式，無論是通過公共健康活動還是虛擬醫生利用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）保持聯絡，開放技術公共實驗室的香農·多澤馬根和梅奧診所社交媒體中心及其社交媒體健康網絡的李· 奧瑟如是說?！霸趥€人健康和公眾健康方面，社交媒體都促成了相關改變，尤其是通過讓許多人快速共享信息變得更加容易?！?/p>

而這也并非有百利而無一害：雖然社交媒體確實有助于官方機構和專家迅速共享重要信息（比如在疾病暴發期間），但也有其弊端?！吧缃幻襟w是一條雙行道，非專業人士也可以借此分享信息，其速度即使不會更快，也并不會亞于衛生機構?！苯】诞a業需要制定計劃應對這樣的未來局面?！靶l生機構需要提前備好計劃，以應對和駁斥虛假消息，或為社交媒體上傳播的準確信息提供支持?！?/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，社交媒體都在從“錦上添花”

變為所有經營策略中必不可少的組成部分。

這種情況最初發生在新聞編輯室，數字新聞中心的克萊爾·沃德爾解釋說：“僅僅七年的時間，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特定市場，也不再僅僅是新聞編輯室中一個小團隊的責任。相反，社交媒體影響著整個機構的運作方式?！?/p>

這一趨勢已經擴散到新聞編輯室之外的其他行業，無論是由于數字化營銷還是新型的客戶服務交流渠道。其他行業應該汲取新聞編輯室已經獲得或尚未獲得的經驗教訓，確保自己在這場社交媒體帶來的顛覆中占得先機。

6. 社交媒體正在幫助我們應對

某些全球最大的挑戰，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，這也有助于對抗一個巨大的難題：氣候變化?！吧缃幻襟w已經成為一種重要的工具，它為公眾參與影響和否決有關環境的決策提供了空間和方式。它已為人們創建了一條渠道，可以讓人們將當地的環境問題及對策與更大范圍內的、將影響全球人類社區的境況相關聯?！?香農·多澤馬根說。

1. breakneck [?bre?knek] adj. （速度）極快的

2. Global Agenda Council： 全球議程委員會，是由世界經濟論壇（World Economic Forum）發起的一個委員會，是全球最大的世界專家志愿者網絡。每一年會組織來自各領域的專家，將其分成幾十個小組，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；倡議

5. constituent [k?n?st?tju?nt] n. 選民

6. digital responder： 也被稱為digital humanitarian，是利用網絡進行人道主義救援的個體，由他們組成的技術團隊會繪制可更新的地圖，建立數據庫、信息庫，甚至是建立線上和線下社區來引導來自四面八方的救援行為。

7. log on： 登錄計算機，這里引申為“開始（用計算機）工作”。

8. catastrophe [k??t?str?fi] n. 重大災難

9. mitigate [?m?t?ɡe?t] vt. 減輕；緩解；緩和

10. information overload： 信息過載，指關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： 災難應急響應，是災難管理循環中的第二個階段，包括很多元素，比如預警、搜救、提供即時援救、損毀評估，以及對基礎設施的立刻修復。

13. implement [??mpl?ment] vt. 履行；實施

14. campaign [k?m?pe?n] n. （社會、政治）運動，活動

15. disrupt [d?s?r?pt] vt. 使中斷；擾亂

16. niche [ni??] adj. （營銷）針對特定客戶群的，細分的；專營的endprint