豆知识 2009-11-29&12-05 社会化媒体

 I’m sure you’ve heard the buzz. Social Media may be the next big thing. What’s 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 can maximize profits by offering three flavors: chocolate, vanilla¹ 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 decided² 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 ok. 

 

Sylvia’s pickle³ ice cream had a very small but loyal following. That was fine. She only needed enough income to buy ingredients for her next batch⁴. Jarret’s red velvet⁵ 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 authentic⁶ 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 erected⁷ 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 there was very unique and interesting. Jarret’s board overflowed⁸ 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 costly⁹ advertising¹⁰. 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 promotion¹¹. Whether you are a big, established company, an individual with loyal fans, or simply someone with ideas and opinions, social media means new opportunities to create and communicate with people that 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?

1 vanilla   

n.香子兰，香草

参考例句：

• He used to love milk flavoured with vanilla.他过去常爱喝带香草味的牛奶。
• I added a dollop of vanilla ice-cream to the pie.我在馅饼里加了一块香草冰激凌。

2 decided   

adj.决定了的，坚决的；明显的，明确的

参考例句：

• This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
• There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。

3 pickle   

n.腌汁，泡菜；v.腌，泡

参考例句：

• Mother used to pickle onions.妈妈过去常腌制洋葱。
• Meat can be preserved in pickle.肉可以保存在卤水里。

4 batch   

n.一批(组，群)；一批生产量

参考例句：

• The first batch of cakes was burnt.第一炉蛋糕烤焦了。
• I have a batch of letters to answer.我有一批信要回复。

5 velvet   

n.丝绒，天鹅绒；adj.丝绒制的，柔软的

参考例句：

• This material feels like velvet.这料子摸起来像丝绒。
• The new settlers wore the finest silk and velvet clothing.新来的移民穿着最华丽的丝绸和天鹅绒衣服。

6 authentic   

a.真的，真正的；可靠的，可信的，有根据的

参考例句：

• This is an authentic news report. We can depend on it. 这是篇可靠的新闻报道, 我们相信它。
• Autumn is also the authentic season of renewal. 秋天才是真正的除旧布新的季节。

7 ERECTED   

adj. 直立的，竖立的，笔直的 vt. 使 ... 直立，建立

参考例句：

• A monument to him was erected in St Paul's Cathedral. 在圣保罗大教堂为他修了一座纪念碑。
• A monument was erected to the memory of that great scientist. 树立了一块纪念碑纪念那位伟大的科学家。

8 overflowed   

溢出的

参考例句：

• Plates overflowed with party food. 聚会上的食物碟满盘盈。
• A great throng packed out the theater and overflowed into the corridors. 一大群人坐满剧院并且还有人涌到了走廊上。 来自《简明英汉词典》

9 costly   

adj.昂贵的，价值高的，豪华的

参考例句：

• It must be very costly to keep up a house like this.维修这么一幢房子一定很昂贵。
• This dictionary is very useful,only it is a bit costly.这本词典很有用，左不过贵了些。

10 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

11 promotion   

n.提升，晋级；促销，宣传

参考例句：

• The teacher conferred with the principal about Dick's promotion.教师与校长商谈了迪克的升级问题。
• The clerk was given a promotion and an increase in salary.那个职员升了级，加了薪。