SEARCHING, STALKING, SHARINGSEARCHING, STALKING, SHARING

sampah linimasaOleh : Endy Kurniawan

Ciri masyarakat teknologi adalah makin mandiri. Karena ia punya akses langsung ke sumber informasi, sekaligus memegang kendali sepenuhnya informasi menurut kepentingannya. Dulu pemasar belajar tentang tahapan pengambilan keputusan konsumen yaitu A-I-D-A (Attention, Interest, Desire, Action). Tiba-tiba saat ini pemasar atau pemilik produk bertemu fakta bahwa publik tak mau lagi dipengaruhi iklan atau promosi yang sifatnya hirarkis. Maka proses menuju DESIRED diawali dengan tahap SEARCHING. Publiklah yang mendatangi informasi yang berserak.

Dulu orang melakukan juga proses searching, tapi dalam skup yang terbatas dan informasinya tak terlalu bervariasi. Ketika hendak beli motor, informasi yang datang adalah melalui majalah, radio, televisi (top down) dan orang-orang sekitarnya (referral-horizontal). Begitu berkuasanya above the line media saat itu hingga media, terutama radio & televisi, mampu menyuntik cara berpikir publik yang akhirnya mempengaruhi mereka dalam jangka panjang. Dalam sudut pandang komunikasi massa, inilah yang disebut agenda setting, dimana media mengintervensi agenda publik.

Saat ini publik juga mencari informasi, tapi sumbernya mungkin tak terlalu mereka kenali, atau berada di sisi lain bumi. Asalkan itu relevan, mereka tak peduli. Mereka memantau, mengamati banyak gejala. Mereka stalking. Setelah itu mereka membagikannya, sharing. Jadi proses inilah yang sekarang terjadi ketika publik mencari sebuah produk baik persona, benda atau jasa : searching, stalking, sharing. Maka proses A-I-D-A menjadi A-I-S-A-S, yaitu Attention, Interest, Searching atau Stalking, lalu Action dan Sharing.

Pada tahap A dan I, publik masih membutuhkan informasi yang general. Mereka bisa dapatkan itu dari promosi top-down tentang sebuah produk. Tapi begitu tergerak untuk ‘beraksi’ mereka akan cari hal detil. Kalau mereka mendapatkan informasi yang meyakinkan, maka mereka akan melakukan transaksi. Menjadi penikmat produk yang ia cari. Setelahnya, jika ia puas, maka ia ‘menebar kepuasannya’ dengan berbagi. Jika ia kecewa, sebaliknya, yang dilakukannya adalah mengumbar ketidakpuasan. Jika ini tidak dilokalisasi, mungkin saja terjadi spiral effect of disappointment yang bisa merugikan nama baik bisnis tidak hanya di dunia maya, tapi juga secara offline. Tidakkah kita ingat kasus Lion Air baru-baru ini?

Sumber : http://www.endykurniawan.com/searching-stalking-sharing/sampah linimasaThe most popular search tools for finding information on the Internet include Web search engines, meta search engines, Web directories, and specialty search services. A Web search engine uses software known as a Web crawler to follow the hyperlinks connecting the pages on the World Wide Web. The information on these Web pages is indexed and stored by the search engine. To access this information, a user enters keywords in a search form and the search engine queries its algorithms, which take into consideration the location and frequency of keywords on a Web page, along with the quality and number of external hyperlinks pointing at the Web page.

A Meta search engine enables users to enter a search query once and it runs against multiple search engines simultaneously, creating a list of aggregated search results. Since no single search engine covers the entire web, a Meta search engine can produce a more comprehensive search of the web. Most Meta search engines automatically eliminate duplicate search results. However, Meta search engines have a significant limitation because the most popular search engines, such as Google, are not included because of legal restrictions.

Stalking is unwanted or obsessive attention by an individual or group toward another person. Stalking behaviors are related to harassment and intimidation and may include following the victim in person or monitoring them. The word stalking is used, with some differing meanings, in psychology and psychiatry and also in some legal jurisdictions as a term for a criminal offense.
According to a 2002 report by the National Center for Victims of Crime, “virtually any unwanted contact between two people that directly or indirectly communicates a threat or places the victim in fear can be considered stalking,” although in practice the legal standard is usually somewhat stricter.

Sharing is the joint use of a resource or space. In its narrow sense, it refers to joint or alternating use of inherently finite goods, such as a common pasture or a shared residence. It is also the process of dividing and distributing. Apart from obvious instances, which we can observe in human activity, we can also find many examples of this happening in nature.

When an organism takes in nutrition or oxygen for instance, its internal organs are designed to divide and distribute the energy taken in, to supply parts of its body that need it. Flowers divide and distribute their seeds. In a broader sense, it can also include free granting of use rights to goods that can be treated as nonrival goods, such as information.

Still more loosely, “sharing” can actually mean giving something as an outright gift: for example, to “share” one’s food really means to give some of it as a gift. Sharing is a basic component of human interaction, and is responsible for strengthening social ties and ensuring a person’s well-being.
SEARCHING, STALKING, SHARING

Tags :
Konfirmasi Donasi
id_IDBahasa Indonesia
en_USEnglish id_IDBahasa Indonesia