This is my first visit, but it's so nerve-racking that I can't wait to come back. And this is where the Spanish ends. So, let me start with you. You heard about me a little bit. Let me have an idea. How many of you here are developers? Not me. Okay, how many designers? Oh, cool. And how many marketers? Cool. Well, hello, friends. Because you do know you're all friends today. We are all friends today. I've been introduced already. This is what I do. It sounds like a lot, but I actually really do all that stuff. And this is the pretty representations of me that I use. And you will understand what I mean by that in a little while. So we're going to talk about three things today. The first thing is going to be what a brand is and what is not. Because there's a lot of misconception about that. Second, I'm going to briefly show you how the concept of branding is born and has evolved.  So let's start. Usually, when people see this slide, they kind of go like this. And what I mean with this slide is that how many of you use the term brand and logo as synonyms? Thank you. The courageous only again. Because I know you all do. We all do. But it's wrong. A brand is not a logo. And a logo is not a brand. Let me show you. What is this? Nike brand. This is Nike, right? This is Nike. This is the attitude, the style. This is their mission. This is their state of mission on their website. So you see, this is Nike's logo. But this is Nike's brand. Okay. Let me give you another example. And those of you who recognize this, don't say it out loud. Who knows what this is? Okay. So this is a logo, by all means. But this is the word. Okay. This is the logo of the New Zealand all brand with all blacks. We've had our brand. But this is the old one. The old one. The haka. The way they play it today. The way they make you feel. Not if you need them at night. But they give you another thing. So the point is that the logo is the representation of a set of intangible values. That set a company for a product apart from the rest. So the brand is that set of intangible values. To borrow from Anne Hanley and Zee Price, the brand is the emotional aftertaste that comes after an experience with a product, or service, or company, or person, or entity. Think of my computer slowly going down on the floor. No, don't think about that. So the logo has a two-dimensional item that represents a multi-dimensional experience, the brand. So if you look at any of these, I'm sure you recognize some of these companies or products, and you would get feelings. They could be good feelings, or bad feelings, but you get feelings. So the logo is what represents those feelings, but it's not those feelings. So how did we get here? Rending has evolved, and we will see in what a huge way. So the first practice of branding can be traced back to 50,000 years ago, and it was used for ownership. The purpose was to establish what belonged to whom. And we have a cruise in the cake painting. These are from the Lescaux Caves that date about 50,000 years ago. There's pictures of Mark Cowell. You see there? And there's more. I just didn't know all the pictures were there. All properties considered precious were marked, were branded with the owner's mark. By 2000 BC, owners switched to a more permanent network, and that is Burma. Egyptian funeral documents and monuments depict branded cattle, cattle being branded. And this is the tools that they're used. And in fact, the word branding comes from the old Norse brand, which means to burn. The second purpose that branding solved was to establish a product's origin. Along with transferring information as to whom or where a good was produced. Kind of like a label today would do. In fact, this was spread worldwide. And writings were found with from China, India, Greece, Rome, Mesopotamia. Some of the earliest known marked pottery, this is from China, dates back more than 5,000 years. And archaeologists have identified over a thousand unique potters marks that were used during the first three centuries in the Roman Empire. This means that in the three centuries in the Roman Empire, there were a thousand different brands, shops of potters, and they all signed their work. And we could assume, you know, people would be like, oh, you know, I got this from Antitus, which is a lot cooler than modernists. Or maybe not really, we only do this today. Moving, Middle Ages, guilds began to want to distinguish their product. So paper makers and printing houses used watermarks. And stone mazes and quarries developed an elaborate system of marks. There's a whole story about this, which is really, really fascinating to identify their work. In the Renaissance, artists like Michelangelo started actually signing their names before they only used little symbols. To sign their work. And this is a detail of their part of the piazza. This introduced a new type of brand, authorship, and the notion of brand as reputation. That's over to the 1800s. The industrial revolution implied mass production. But all goods were created equal, like people. So products needed to be distinguished, you know, from one factory to the other. So companies started running first the containers, their goods were shipped in. And then they started running the singular package.   But that's, again, another talk, some other time. So obviously companies put in a lot of effort and money in this practice. So they start saying, hey, lawmakers, we need to defend all the work that we put into branding our products. And in 1875, the Trademarks Registration Act provided that protection. It also meant that a brand now became an asset for the company. And a brand could be owned, could be sold, and have economic value. Now, with so many brands that are entering the market and so many products that were alive, companies needed to further differentiate and also try to outsell the other ones that were just like them. Here comes advertising. So advertising was a very little non-practice until a gentleman by the name of James Walter Thompson realized that there was something extremely valuable in this trade. And he was very parceled. The agency was the first one to establish a creative department to produce content for its clients. But he went further than that. He wrote two books, the Thompson, Red and Blue books of advertising. It wasn't really a great copywriter, but they were guides to advertising opportunities in all markets. And these opened up a whole world. As you can imagine, advertising requires media that is widely spread. So the first mediums of advertising were TV, I'm sorry, were print and radio. So that's where the first budgets went. And then television was a huge game changer. In 1941, Boulevard Fox released the first ever TV commercial. By 1952, so 10 years later, ad revenue surpassed magazine and radio combined. And this ushered in what is known as the Golden Age of Advertising, which is also known as the Man of America. In the 50s and the 60s, advertising evolved. You know, it actually was now about 30, 40-year-old and had the time to evolve. And it went from the unique selling proposition, meaning, hey, I exist, buying you. You really need me, buying you, to emotional selling proposition. Because companies realized that just putting a logo or product and saying it exists wasn't sufficient anymore. So the communication had to be emotional in an effort to give the product's personality. In the 70s, television sets were common. They were everywhere, every household at least one. Consumers became very brand conscious, and by the 80s, brand had become status signals. And the formula was very clear. Good commercial, massive spending, and visit, your brand became really popular and really fast. In the 80s and 90s, companies began to understand that they had to cultivate their company brand, not so much so than their product's brand. And they started focusing on corporate identity and advertising the company as a source, establishing as a good source for their products. But it is between the 90s and the 2010s that things once again totally changed. The digital revolution made it so that by the end of the 1990s, internet was widely available, at least in western countries. And in over two decades, our entire way of communicating and interacting with each other and with the brand has completely changed. In terms of branding, this has had two major implications. The first one is that there's nowhere to hide. Information is out there. People are watching, people are recording. And so, long years are bigger, and companies need to be very careful. They need to stay alert, and they need to avoid scandals, because scandals equal loss of equity. Remember that value that the act gave to brands? So do you remember about a year ago of a Japanese passenger being dragged off an airplane, a United Airlines airplane? Whenever something like that happens, the first thing that happens is the company stopped plummets. So whenever companies screw up, they get hit financially right away. So they have to be careful. The second implication is that with internet, blogs, and social media, we are all brands now.  So we need to learn to stay in this environment. Nonetheless, we can all become very popular potentially, and we can become influencers, which is what kids want to do now. When I was young, kids wanted to either be soccer players or models, or wanted to be models. Now these are like, that's work. I just didn't want to hang out and do videos and have people watch my videos and get rich from it. So here's some kids who did very well. You all know Chiara Fagani? You've heard of her? Yes? No? Show of hands? Okay, one. Yeah. I really know two. Well, Chiara Fagani in 2016 had a net worth of $12 million. She started fashion blogging in Italy. When she started, meant that she would get dressed up and take pictures of herself and publish them, and someone cared. Not me, but other people cared. Anyway, she's doing a lot better now. Now, Chiara I relate to. Grumpy Cat is someone I adore. I use Grumpy Cat with my students. I show them that. My students, the first day we have lessons, I show a picture of Grumpy Cat and Helen. If you get an email from me with a big picture of Grumpy Cat, you're in trouble. So make sure they don't see that. And the third example is like, Lucy. Lucy, who I know, who she was, has, these are data from December 2017. So it's rather recent. She has a total of 247 million people. Okay. She has 73 million followers on YouTube. She does these videos. And I guess, you know, 247 million people find them funny. I don't, but who am I? But she's 28. I guess not 29. Again, there's something wrong in how I see things, but I don't. Let's get back to the point. So, branding. From ownership to origin equality, to identification, to differentiation, to company assets, to status symbol, to reputation. Today, your brand is your kept promise to your customer. Or to put it with just basis, your brand is what other people say about you when you're not in the room. But what about us? I mean, we don't have people, you know, built million. Should we build or manage our personal business brand? The answer is yes, you should. How? Let me show you. I'm going to run. Rule number one, know yourself and your products of service. It's hard to tell other people what you do if it's not really clear to you. Know your customer. Who is not everyone is going to want you or your product.  So, you need to know who needs you. Whose life you can make better and talk to them. Know your market. Know which pond you're swimming in. What else is there? Know your competition. Have a clear vision. You need to know it's like when you're taking a road trip. Even if it's only, you know, a general direction, you need to know where you go in order to get there. You have to have values and you need to stand by them. Remember United Airlines. Keep your promises. People will know if you don't. Have a plan. Again, road trip. You can't just like get up in the morning and go, I'm going to do this. You know, it's, it's strategic. You have to get your strategy together and then apply it. Not the other way around. Now, only now, at this point where you need to give your brand the appropriate personality is when you get to work on your logo. Your logo does not appear up until now. And the way you can convey your brand's personality is your graphic design and the key is consistency. The tone of voice and the key is convenience. Communication, how we are and in which way you communicate with your audience and the key is confidence because it's not that easy to. Fourth is how you treat your customers. How you talk to them, how you answer them, how you support them. The key is service. Back to the main desk, don't skip.  You can't expect this to be done for free by itself. Work hard, stay consistent, chat often. Like all valuable things, it's going to take effort. Lastly, this is not mandatory, but I highly recommend it. Be aware of yourself, of your surroundings, of the people that you interact with. Be present, be mindful. And if your brand is a personal brand, steps one through seven apply to the same. Rules 9 and 11 apply to the same. Rule number eight, you are different. It should have your personality, opportunity, but it has to be true to yourself. A brand is an organic, living, breathing, being. It's alive. It needs care and nurturing to grow and prosper. You need to give it your best. You need to learn and foster it and care for it. And if you step on a move and only all do and not once, only apologize, fix it as best as you can, and mostly learn from it. Thank you. At any time if you have questions, you can hunt me down. I will do it. And here are the slides if you want me to. Okay. Well, you can ask questions in Spanish, and we'll get the translator and mind the answer. Here's a question there. Hi, thank you for your talk. I'm sorry, too long on this beginning. I'm sorry to not thank you. The question is, when you are, you have a brand of a company, you have to design their website. Yes. Which is your best gear with that? Which is the most important, most difficult thing to manage with when you are designing or you are translating the brand to the website? Well, you can place the website in point eight after you have identified your logo and your tone of voice and what your message is, because if you don't have all those information, it's hard to put, you know, you get to the website, but okay, what do I put here? So that's why I can't stress enough how important it is to have a plan, because once you are clearly identified, okay, I'm Rafaela and I'm a designer, and so as a designer, who is my target client that we design? What would they be looking for? First, certainly they're going to want to see my portfolio, then they're certainly going to want to know, you know, who I am, what's my story, and thirdly, though they're not going to look for it, they're going to feel coherence.  So it's really important that we see our logo and our website as translated into a digital experience and that what we sell, we have to do first for ourselves, you know, because otherwise we're going to be like, ah, yeah, if you don't mind, do you know us? Next. Is that Rafaela? Thank you. You're welcome. Thank you for your speech, and also I want to thank you if those tips for our new brand are also to take in the beginning and how does it work that way? Well, whether you do a brand, a new brand or a rebranding, the process is really the same. It's really important that you start with that strategy, points one through seven. You know, what is this brand about?  So what do I do? What do I do? And who do I do it for? Are the key information? If it's not clear what you do and if it's not clear who you're selling it to and who you want to talk to, it's going to be very difficult for the communication to be effective because if you're trying to, that's one thing that's usually very hard with clients because it's like, you know, who's your target? Well, everybody. Well, no. You know, everybody is known as target. I mean, not even Coca-Cola is as everybody as a target because there's people that don't drink sodas, you know, and so my target, the most accurate work is on target that needs to be done because the more I pinpoint who I'm talking to, the more I can be accurate with the style, with the tone of voice, with how I communicate. You know, if I'm selling skateboards, I'm going to have a certain look, a certain attitude, a certain style. If I'm selling ear and aids, I'm going to have a different tone of voice, a different way to, you know, a different look because my audience is, you know, teenagers or, you know, if there's 17, I speak to them in a way, if there's 17, I speak to them in a different way. And if that's not clear, then your communication gets all marked because people think, well, I would like that. And who keeps cuckooing? You know, it's not you. That's the other thing that we all have to be careful. You know, that says design results also. You know, we are not necessarily our targets. So we need to put a little buffer, a little distance between what we would like and what our audience needs to like. Does that help you? We go? Do you try with me? Okay, so we need to go, but I'm sorry, I need to be rude, but I'll be outside and I need to answer all the questions. Okay? Thank you.


Who says you can't have it all? Not Appalachian Wireless. We know what you want. Appalachian Wireless offers the hottest smartphones and unlimited data plans, all on the region's number one network. Jason Connelly, also known as the Bee Man in Johnson County, is a third-generation beekeeper. But his nickname comes from the work he does removing colonies of bees from places they shouldn't be. And if you can see they're coming and going right under the piece of vinyl. And inside the house he discovered a massive colony of honeybees. When I expose this insulation we're gonna find them. I just hope it's everything that I wanted to be. Oh yeah. This particular colony has been in this house for three years, but Connelly says the process is the same no matter the size. So we're gonna try to piece every bit of that back in there and put the bees back in. And what they will actually do is they'll fix our mistakes that we've made to their home. And when you're moving a big colony of honeybees sometimes you get a bonus. That is pure honey in that comb. That's the good stuff. That's liquid gold. And this particular colony was very generous to the bee man and his crew. There was a lot of extra honey and it went into a separate pail and we'll take it home and extract it and put it in the jar and we'll have it for breakfast. After several hours of tedious work and a sticky cleanup Connelly was able to tell the homeowner the bees are going to a new home. And the bees will continue to be able to pollinate and their life cycle will get to continue. I feel a lot more educated about them. I didn't know and I wasn't even sure they were honeybees at first and feel a lot better knowing they're gonna be gone from the house. The bee man marked another successful rescue mission off his list and now he waits for the next swarm or colony who has found itself in an unwanted area.  If you have a question about a swarm or unwanted bee colony you can contact Jason Connelly at the number on your screen. In Staffordsville, I'm Shannon Deskins, EKB News.


Hello, everyone. Welcome. Good morning, good afternoon, good evening wherever you all are joining us today for the governing the social media city and Gregory design approaches to challenging digital community problems. Sarah is we're here with us and he will be doing a quick introduction, but I wanted to first come in to say hello, and to let you all know that I will be here to be the respondent to Sarah's presentation. And we'll also be doing Q&A so please pop in at your questions thoughts into the Q&A feature and we'll make sure we get to those as well. I'm so thrilled to be here today so I cross paths when he started as a Berkman client fellow here at Harvard and we've had many discussions around the role of technology, the role of social media, the role of organizations, the complexities of organizations and the power, and how you know the role of individuals versus leadership and what that looks like in tech and was really thrilled and he asked if I would be responded to the presentation today. So I think we're really lucky to hear from someone who has worked at Facebook and has worked in tech and really has spent a lot of time thinking about what we really should be doing as our next steps. So with that Sahar I'll turn it over to you. And then we will have our discussion afterwards. Thanks Kathy. You honor me with your words and your presence. And thank you everyone for being here. I realized that watching someone else talk for a while on zoom isn't necessarily the most fun thing. So you honor me with your presence. And now on to the show. So the title of this talk is designing a better city, the clash of content moderation and integrity. And I think it's important for me to talk a little bit about where I'm coming from in all this. So, my name is Sahar Masachi, I was born in Israel to my parents who both fled Iran as children, fleeing for their lives to the only state them. When I was two years old, we left for the United States because of war and violence in the Middle East, and I grew up in Rochester, which is physically am now visiting my parents. And this experience really shaped me growing up and it helped me think about just being really critical of the police state and critical of surveillance and unaccountable power and that's really been with me this like my entire adult life. In college, my friends were often shocked to realize I was a computer science major because I had such a political presence on campus to give you sense of it and I feel like my entire adult life has been sort of navigating between being someone that enjoys and knows how to write code and so on, and being someone who cares deeply about social issues and social movements. And this really came to a head when I started working at Facebook. I started in early 2016 on a growth team, so that's just normal, you know, getting people to use the platform to stay on stuff like that. And pretty early on, I realized that there was a civic engagement team. And that seemed perfect. And I demanded that I join and joined as soon as the company would let me. And it really was something special. To join the team, you had to swear to the civic oath that said, I will do what's right for people, not what's right for the company. And we did such wholesome things as helping people learn how to vote, when to vote, register to vote, things like that. And also, between elections, helping people talk to their elected officials. It kind of felt like working for a nonprofit inside a corporation, and it was a really happy time. Then something interesting happened after the 2016 election and all the Russia IRA scandals where we started this team that we called election integrity, which became known as civic integrity after a while.  It was a totally new thing for me and for many of us. And it was startingly intellectually productive. And over time, we realized that we stopped fighting or paying attention so much to the surface level problems as much as the tectonic plates of what was going on in social media. And not just this instance of what Facebook is, but sort of a Facebook or a social media organization and what that looked like. There was a lot more red tape. There was a lot more interest from the company and what we were doing because we were working on such core issues. And I felt like there was less room to think big thoughts and do big things and less freedom to just sort of think about what we were doing instead of narrowly specializing on a specific thing. So essentially I left and I'm very happy to be a Berkman to sort of think big thoughts and think about, again, those tectonic problems. And one of those problems is something I want to talk about with you today. So here we go. This is what social media feels like building a new city and the city is kind of amazing. Millions of people can do things their parents never dreamed of. They can live together, play together, learn together. The city is a marvel. The city is also rotten. Raw sewage runs in the streets. Once in a while mass hysteria takes hold citizen denounces citizen friendships are irrevocably broken. People are gradually sorting themselves into armed conclaves within different neighborhoods. What do we do about it. Pro tip my job was to help answer that question. And let's dig dive. Let's dig into it. A really useful framing question is why is this new city so hard to govern. And it's useful to think of online cities versus physical cities.  People might show up and just, you know, draw swastikas all over it. Real cities don't have the problem of, if you have clubs, there's a high chance I'll turn into propaganda machines. Real cities just have a lot of problems, but they don't have these kinds of problems. And so the question is, what does the physical city have that online doesn't. And a big answer is physical limits. So, I think one way to think about it is like this. We have built civilization that has a set of rules and norms to deal with these kinds of problems. Again, that's hoaxes misinformation hate speech harassment. Things like that. And these rules and norms work, but they assume that you can't teleport you can't clone yourself. You know, just physical limits online we have superpowers those break those assumptions so rules and norms no longer really apply they have nothing to latch on to. Eventually we're going to come up with better rules and norms. Until we do. I argue that we need to redesign our online spaces to have some more limits so that more closely represents the real world or resembles the real world so that our existing rules and norms have something to work with. And a few examples might be useful. So, in a physical city, you're limited by your vocal cords. If you have social media. You can have simultaneous conversations with many people at once, you can post in 400 groups an hour. And you can teleport all over the world to have conversations with people in very different places at the same time.  In the city of social media you just need to sign up for a new account and takes about five minutes in a physical city. You always know you're talking to a human being in the city of social media, you could be talking to a bot. You could be talking if you're talking to 100 people on the city social media. How can you tell the difference between these are 100 different distinct people who are arguing with me and this is just one person with 100 sock puppets arguing with me. Your sense of what is going on and how seriously to take it is really messed with. And there's more. In the city of social media, you can be a Macedonian teen pretending to be Midwestern rancher. It is hard to do that in the physical city. It is trivial to do it online. And lastly, there's also just wisdom that we have that we somehow have a blind spot when it comes to online. So in the physical city, you know that if you threw 1000 people in a high school gym, you would not have a good conversation. You know that you need to have smaller groups, maybe put them in classrooms, you can have a more structured conversation just because 1000 people can't have a good conversation. Somehow, we throw people into groups online of 10,000 people and just assume that conversation will happen well without those kinds of structures. Okay, so this is the to be sure slide. We still want people to be able to teleport clone disguise etc in the magical internet world. The internet is wonderful. I grew up on the internet. I love it. The point here is we want to impose some limits, rather than no limits. And I think that's really important. So, let's go back to talking about the city. The physical city deals with problems using a lot of different tools and sees problems, not just of problems of incarceration and these are bad people that we need to lock up, but also public health problems or educational problems or, you know, it's not that people who run red lights or speed are necessarily bad people as much as we need to assume they exist and build an environment that mitigates the damage. But what happens online? Online, we've been hiring more and more content cops and talking about cops this week or this year or this decade and we got a baggage and we can talk about it. So, you know, let's note that and be a little more specific about what we're talking about. What happens right now is that there's a sort of seems like an implicit belief in Congress by the firms in a lot of conversations online that what we want to deal with all the problems online are higher than people to just enforce Facebook law or Twitter law or YouTube law against saying the wrong things. There isn't really a good mechanism for appeal. The people who enforce the law are kind of like judge dread types. You know, they're sort of a self contained investigators, wrestlers, judges and jury, and it's just not great. It doesn't work. We just cannot hire enough content cops to get us out of this mess. So quickly, what are content cops, we call them content moderators, and they are underpaid and over traumatized. They, if you wanted to get into it there's three different kinds of them, you have the policy people who decide the rules. You have the cops teams that oversee this army of people, and then you have these moderators implementing these rules.  It doesn't seem like a very intrinsically fun sort of job, it actually doesn't have a lot of power. And it's kind of just an assembly line. One of the things that happens is that every few months you'll see a roll out of new rules that these content cops enforce from the policy teams. And these new rules are just constantly adding more edge cases on maybe epicycles for adding more epicycles for those you who catch the reference. We're just making a more and more complex system. It doesn't work. Never have enough cops and will never agree on what exactly censorship is. Luckily there's an alternative. Hooray, and that is integrity design. And integrity design has a lot of names, sometimes people call it fighting abuse. Sometimes people call integrity work systems design trust and safety fits in this kind of. This comes from instead of fighting bad words fighting bad actions, and it borrowers a lot from computer security. You can think of it as the practice of I have this big system, I need to understand how it works. There are bugs in how the system operates and loopholes. We're going to attack the system by abusing those loopholes, and they're going to attack it not by hacking something, or doing a sequel injection, or a buffer overflow, they're going to hack it so that they can span more, or so that they can get away with hate speech, or whatever it is. A definition of our work could be systematically solving the online harms that users inflict on each other. So ethics could be solving the harms that companies inflict on their users. Security could be solving the online harms that outside parties inflict on your users. And integrity borrows and has things to say to both those things but it's a specific new kind of work that's happening. And people seem to talk a lot about content moderation. Sometimes they think of being very smart and they talk about feed ranking and algorithms. But what I'm here to talk to you about today is integrity design and somewhat algorithms. So, there are a lot of strategies doing integrity and one of the biggest ones we found is bringing back some real world physics into online interactions. There are so many ideas about how to do this. Oh my gosh, I'm only going to talk about a few because of time. But it's a really rich vein to tap. So, here's a few. You're going to hear a lot of people talk about friction, and different people mean different things by it. The design principle that undergirds a lot of this and the idea is make things that could be bad. Be harder to do as people do them more often, or, and the cost could be things like a lag time or making the text in gray rather than black there's a lot of ideas, but this is a sort of an underlying idea here. Let's get more specific. And the term it's for is a thing in the Jewish tradition, where a child becomes an adult, and this involves typically a lot of study, a lot of hard work, a ritualistic thing, and then you have a party. And we can borrow from this idea to deal with a specific problem, which is cloning. This is a problem of people having thousands of fake accounts. We want people to have a few multiple accounts just so that they can have some alternate identities because the Internet is wonderful. And it's hard sometimes to be able to tell what is a fake account and what's not. The strategy here is just make the costs higher, jump through some hoops before you get blessed as an adult account. Maybe you just have to wait some time, maybe you have to do to demonstrate some pro social behavior. We just want to create the cost of a new account that has access to the features that could get abused to be higher. And crucially, we expect attackers to jump through these hoops. So we just think that it would be possible to have three fake accounts, a thousand though just be a lot harder. And that's the key principle here for trying to mitigate risk not get rid of it. And we're trying to make doing the wrong thing harder so that it's not impossible. Another version of this is speed bumps. Online the worst harms almost always come from power users, and that is people who post a lot. We could give special scrutiny on the people who post a lot. We could throw cops at them to sort of pay attention to what they're doing. And honestly that's better than what we do now, which is mostly ignore them. But you can also solve this with design, just add speed bumps. If people are doing risky behavior, like posting in many groups at once, this is like speeding. If you speed too much, you're locked out of using the feature that you're speeding with for a while. This is another example of just easy design inspired by physical limits. So this gives us a really fun definition. Spam is the behavior of people who take advantage of this lack of physics. And spam and spam fighting is the other part of the pillar to what I would consider to be really just like how you fight these problems in a non throw tons of cops at the problems kind of way. So here's a meme. So as an industry, we know how to fight spam. The game box right now probably has very little spam in it that's not in the spam box. This is a more or less solved problem. And we can learn a lot from spam fighting in general. For example, a simpler system gives you less attack surface pay attention to incentives we've talked about a lot of this. The thing I really want to focus on right now is this last bullet. If your current reach comes from spam, you don't own it. It's theft, not an entitlement. We've just gone over a lot of ways to fix the problem. We've talked about being inspired by physical limits. We've gestured at spam fighting can talk more about that. And the question is, why aren't we doing this already. If this is so obvious, why isn't it implemented. And one of those reasons is the stakeholder trap. So let's say that we are a firm, and we're an integrity team inside a firm. And our job is to find a loopholes in the rules that allow people to spam. If we crack down on those loopholes, by definition, there are some people on the platform who are benefiting from spammy behavior who will be upset. It is impossible to crack down on these loopholes and to fix these bugs and to stop spam like tactics without affecting the people who are currently benefiting from them.  And this is an important concept. And that brings me to sort of the end of the talk which is integrity design can do a lot. It's a beautiful alternative to throwing tons of content cops at the problem, but it can't solve political problems. And this brings me to what I like to call the wire problem. At the end of the day platforms need ethics to do the right thing. They need to enforce the rules fairly, they need to not cave to spammers, and they need to actually do the work. So we have amazing investigations. We can have amazing ideas for how to fix the problems online, but they only take you too far so far if you're afraid to bust the purpose. And I'll close with integrity is the superior alternative to censorship. We know how to do it, and we know the sort of problems that arise when trying to implement it. So here's a sort of sense of what a firm could do to solve the problem. What we haven't talked about is what the public and governments can do about it, and a bunch of other things. But I hope this gives you a sense of what it might feel like from the inside and sort of how one could fix the problem. If one took this path. And that is too precious to flood with cops. And as a coda. I want to take a step back and talk about a meta argument here, which is the integrity professional. So this whole presentation you just saw is the product of an integrity worker. That's me. The integrity is emerging skill set in a professional role in thinking like this and fighting these problems. And it's really fun for me because finally I get to be at the intersection of working on technology, thinking about society, thinking about policy. And a lot of people are working on it. So in the online in Congress, even from the firms themselves, we see a lot of arguments about free speech forever. No, we need to ban the Nazis. This just seems like a little bit of a distraction to me. Let's talk about feed ranking. Let's talk about algorithms, but even more than that. Let's talk about integrity design and how you could do. There are these problems in a more systematic way that doesn't have these problems of censorship at them. There are integrity professionals working on these inside of companies and companies are a terrain of struggle. So please know that this is happening. People are having these conversations all the time. And one thing that really saddens me is that there's this really like important conversation happening inside of firms. Where they have access to research and ab testing and trying out things and a whole nomenclature. But the public doesn't really have access to it. The public has their own concerns that aren't permeating the firms as much. And these two things seem. The public could really learn a lot from just the experiences of people on the inside who've studied these dynamics. So my personal project is, we're thinking about can we gather integrity professionals and give them a voice. This isn't the only analysis. There are, you know, a lot of caveats I didn't have time to get into. There are conflicting concerns. This isn't the only way to look at the problem, but it is a way. It is an important way. And to my mind, we need more of it. And that's it. Thanks for coming to this thing. Kathy, I seed the floor to you. Done. Thank you. Hi everyone, a reminder to go ahead and put in your questions. Thank you for Lance and Ruben for going through those, those questions and help me find them as well. And sorry, thank you for sharing your background, your experience at Facebook, you're just your research and thinking around this space and tying it all together in ways that many of us can think about dissect question understand. Some thoughts, some reinforcements, maybe a few challenges and some questions and hope and then we'll open the floor for so many others as, as well. So we, we both are computer scientists who found our way to the Berkman Center to really think about a lot of these these topics there are a few things you raise in the beginning that really had me be thinking right you mentioned that you're inside a company and part of the values was to do what's right for people and not the company. And there we've seen so many of these instances and companies as well including places I've worked. So I spent about 15 years in the private sector and big tech companies before moving on to about four years and government at the White House then later on into academia. And I actually run on responsible competing at Mozilla and we see, you know, these different value sets in companies do as little harm as possible, do what's right for people, etc. And it looks like somewhere along the way that can break down and you mentioned some of that right when other priorities start to take over, or when you have to look at like the tectonic plates and now all these other issues, maybe are seen less important. So one of the questions to raise to think about more is really what happens when that happens, how do we think about, even if a company has a set of values, how do we make sure that's incorporated into all the products we build.  There are others who are who have now spoken about their experience there so what do we do when it looks like there are teams. Like you mentioned, you know your final closing thoughts there are integrity professionals who are doing this work. Are they effective. If not, what are some of the obstacles that they have to overcome and what are our roles either as users of the product, or if we were to go into those companies how do we really think about. How do we empower people like you who are there because you're no longer there. And you know this also goes to another piece you had me think about too was, you know all these people who are empowered in companies and I certainly know people who are still there, but we also now have seen professionals who've been fired, who think about integrity and ethics, and, and so how do we just how do we both trust companies when they, they are trying to do this work, and also, if either we go into these organizations or, again, we can continue users how to. How do we think through what that looks like, how are these integrity professionals empowered to do to do their jobs. Another, another thing I really really pulled out was the city analogy, major kudos to that analogies are always so hard, because we all come to the table with our own assumptions of the thing you're doing an analogy to and, and you really were able to carry that through one piece that really struck me specifically was that piece about how in cities not only do you have the policing and cop factor but you have social workers and libraries and parks and sanitation and so many other tools that are at the disposal of the city to to really ensure that the citizens are taken care of so it's not just like architecture is important we're going to build the city and we're going to run away and forget about everything else. There are other other factors involved so how do we get there with tech. We actually at birth at the Birkenstein Center had an honor and expertise talk about a year and a half ago. And I think tech to some extent is starting to get there but just the other day there was no panel talk around. Tech's role in society. And again we came back to this idea that in tech. There's a lot of hubris and those with engineering computer science computing backgrounds, and those with deep expertise in society and humanity and politics and economics. Aren't always at the table on equal footing. We have the research now right of people like Dr Sophia noble with algorithms of oppression and Sarah T roberts who wrote behind the screen and was in the film cleaners and join me and and so many others who have such a depth of experience and these other parts of the city. And so what does it take to now bring those other parts of the city, whether it's integrity design or something else into our online virtual city so that we now also have a sense of work and sanitation and these other aspects that you bring up in the real life city. I thought that was such an interesting analogy to to bring up. And then you also mentioned this idea of a mature adults and you know you talked about how do we think about having these either speed bumps and people have questions on this to speed bumps, or other criteria in place before someone can be a mature adult or someone can advance to the next level, etc. With my, my product hat on I generally, I think often about edge cases and who's left out when positions of power put in things like speed bumps or criteria, and that's more a question than anything with an answer but more assuming there are speed bumps and what happens to people who might not fit your criteria. Yes, the goal is to perhaps catch the box and the people who are standing but what if in the, in the way we're now also removing access to people that could have used the platform. One, I think one scenario that some of the companies have had a grapple with is the real name scenario right and well to ensure integrity we're going to require real names on YouTube accounts and Facebook accounts etc. Well, at least this is more Google thing I shouldn't. I don't actually know if Facebook at this but we're going to require real names on some of our accounts and and immediately as you know, having real names also causes a lot of problems for for certain people who could be in danger if that happens so what are some of the scenarios where if there are requirements to be a quote mature adult to be on the platform. Now we're also leaving out so many other people. So, thank you for bringing that point up for us to come to think about and and discuss as well. And then finally I think another piece before I turn it over to the audience is to also really think through this idea of the redesign of online spaces there's such. It's such an interesting framing and there's so much interesting work also done in this space. Our own we had a fellow here a few years ago Joanne Chen, who's a designer by trade and talks a lot about the thoughtfulness that has to go into designing both physical spaces but also online spaces, and how do we tie together so how do we also bring those voices into the room as we design these spaces I know there's a new. There's new public by civic signals that's also thinking through, you know how do we just design more meaningful spaces online, or like, in the digital world that really takes care of people and it would be interesting to see what other resources that exists that both I didn't understand that we can also look into, as we think about about this as, as well. And let's see oh and then one other one other thought that that came up to was this idea of the comparison to computer security, and and how you know that's been around for a little bit and we respond to computer security because we have all this scaffolding in place right if. Everyone breaches our system. If someone. At this point, although it's imperfect we are constantly still hearing cases about security issues, you have to safeguard your accounts, but to some extent companies prioritize having either an SRE team or dev ops team or some kind of SRE center site reliability engineer, or security team, but the moment your system goes down, there's a team that swarms to take care of it. Part of that because that's be like a quote real technical problem and users can't get access to your product. And there's like a whole team that's built out in this world. So what is the equivalent of that expanding on what you've already said about integrity design. And to have a whole team that now swarms on the same thing the site doesn't go down the same way but it is going down the city is decaying with more sewage to use your analogy so what are ways we can prioritize teams to think of this just the same as if a system went down. So one point is, you know, to the point the other day that well, when a system goes down like that, in like the security sense, the companies actually lose revenues that's a motivating factor when it just slowly rocks away in different settings that it's harder to see. So how do we think about those metrics or how do we think about the outcomes of that in such a way that that the companies really are actionable. So it's such a great point to compare to security and would love also thoughts from from folks in general on on what that that might look like. And, and with that, um, yeah, I think I'll turn it over back to us are to either say a few words, or turn it over to the audience you have 32 open questions in Q&A. So we'll try to get to as many as that as possible and then they're about 14 just love notes and comments and thoughts on the presentation. Wow. Well, thank you Kathy and thank you everyone else. These are such good questions. Oh my gosh, I feel like many of them could be a whole hour long discussion themselves in order to honor both your very good questions and all the people in the audience. I'm going to try like a very quick like through them, but um, you know, with the caveat that like we could spend a lot of time talking about it so I hope I'm more gesturing towards an answer than being seen as giving the answer. So, how do we help people inside the companies whistleblower laws are really important. So, Facebook, Google to some extent Amazon, they are surveillance companies. Being a worker at a surveillance company is different than being a worker anywhere else, because the company surveys you. This means that we are seeing one reason we see much fewer whistleblowing ethics accounts from companies like Google and Facebook is that their workers are terrified because they know just the vast reach of those companies have into like their systems, it's much easier to whistleblow something like Boeing because they're not on your phone. And I think legislation or something is really important in dealing with that. Furthermore, when it comes to the sort of like firms as a field of struggle. There's a really long conversation can have about metrics. You know, different firms work differently, I can only speak to the firms that I'm familiar with. And I think this is a good point to say like, I come from Facebook, therefore my talk is colored by Facebook, but it is important to give them credit words do to my understanding they hire a lot more integrity workers than anyone else. They've done a lot of work. There is a lot of like interesting good thinking happening in the firm and though I have my frustration with them at the very least they're hiring a lot of people to work on it and it's important to say like, if I had come from YouTube, you know, you can imagine this being like a bit more of a YouTube flavor talk. So, as far as I know, it's all about metrics. When someone runs an AB test, what are the top five metrics they see, they're not integrity metrics, they're growth metrics. And that really means that you have one small team fighting against the tide, and all these other teams in the company being incentivized to do things that often like make the problem worse. And by accident, right, they're just pushing up their metrics. And that's huge. Your point about this all sounds like a bunch of engineers is really well taken in my experience. We were actually, if we were dominated by any role it was researchers specifically people with PhDs in the social sciences. So this is a really fun important time. You can imagine companies hiring people in the social sciences much more, but you can also imagine companies creating better channels for talking with people of different backgrounds. But you can also imagine us building a scaffolding for that to happen without waiting for like the largesse of the dictators of these companies, you know the beyond dictators is a charge word. You own more than 50% of the voting shares to decide they want to do it. And you also could imagine dealing with this problem through an antitrust lens or through a co-op lens or through a public utility lens and that's also kind of beyond the scope of this but I think that we've started gesturing towards questions of like power. And let's say society decides they want something what does that mean. The thing about mature adults bar mitzvahs real names. The real name policy I think is also a good one all your points are good ones. And I think the big thing I'd say here is, again, it's like about costs versus locking people out. Escalating costs as people do a thing that is likely abusable as opposed to high costs upfront and I think that's the best way you can sort of deal with this problem in a very abstract three sentence way. But it is a concern. The meaningful spaces thing is, is important, right. The Internet Archive is amazing. Craigslist Wikipedia they're all part of this like, I don't think they could exist today because of the the Internet has changed so much. And we definitely need more public spaces. I think the new signals Eli pairs or people are talking about creating sort of a way sees off the dominant firms to have public space. And that's important and important inspiration to what I'm talking about which is inside these commercial firms and commercialized spaces can we create. We think about designing those as well as alternatives or compliments. And lastly, I'll talk about the security team. And I'm really glad you asked I'm going to share a slide that's in my appendix that I care a lot about. And that is where to go. What about the cops, right what about all the content moderators who we like and you know care for. And the answer is I think have them be more like Sherlock Holmes. You can imagine people responding to attacks by looking at. Well, not just what was the content that this person did that we don't like, but are they part of a ring of people. Are they acting in a coordinated fashion. What is the post mortem here. What loopholes did they use, and then writing up a report and then handing it to the rest of the company. I would say that the content moderators are among the people who have a really distinct sense of where are the emerging attacks tactically and also strategically like what's happening what are people saying what are our current processes missing. And to my understanding they're just not being listened to right now. They're not really given that agency to sort of like report, and that's one of the many things that you could change. They're just not registering at a sort of post mortem. Okay, that might have been too long. I'll try and be even more grief. No, thank you fellas terrifying pieces I'm going to use your, your slide as also a way to plug both again the behind the screen work with Sarah T Roberts and Mary Grace ghost work. We really get into both content moderation but also the whole ecosystem of all the people with much less power for the big tech companies who make tech run. And how we have to think about that as well. Oh, and I also made note of a clarifying point. For those of you who don't know what a B testing is it's when companies often say we have option a option B, we're going to test out different options to see what people use better. So a lot of a B testing has now been well researched as sometimes also being problematic and how companies use that to basically research people. So I wanted to clarify that in case anyone didn't know. And okay let's dive into some of the 31 of these and they've been that some of these have been plus one I also want to recognize that the plus one system the q amp a just can also be imperfect because the questions that have been around longer tend to also have. I have more addition so we'll start with Nick and then I'll jump over to Anna. And so Nick says, I'm most struck by the comment that it's impossible to a meaningful way, or so I have a meaningful conversation everyone with 1000 people. So how does integrity deal with that and freely matter more than just speed bumps and nudges and how could it mean dismantling certain spaces completely that should require a few questions about speed bumps in general as well. Thank you Nick. Thanks for being here. So to clarify a lot of what I'm talking about, you know, I'm evangelizing integrity as a discipline, but also my own specific ideas within it and there are other ideas within integrity that are not these. And I might have, you know, I think integrity people might disagree with some of it etc. So that's important to note. One of the reasons of an integrity inspired way of thinking about this 1000 people in the group problem is thinking hard as a product about what a group is meant for and building it. So that might mean more reputational tools so that people who are like heavy heavily involved people in a group are marked rather than someone who's dropping by for the first time. And if a group is trying to make a decision than having a specific affordance for it in the technology. If a group is trying to have a long running discussion maybe instead of having comments on posts which seems to be the prevailing way of discussion, maybe it's, you know, you build something inside that lets you have like speaker for speaker over rules. I'm not really sure. I can't really think off the top of my head about this. I think the answer, flippantly is just think about what people what kind of discussion people are having inside the group, and build structures that allow that discussion to happen in a way that isn't just commenting on a link. And I hope that makes sense. Thank you. Anna, I'm curious about whether integrity design is just about changing technical affordances, or whether it's also considers broader support and compensation for the social labor that folks like volunteer moderators do. There are plenty of social workers who aren't caught. Well, integrity design is kind of the term that I'm fighting to be used. So it could mean anything you wanted to mean. I think that the every sort of discipline, maybe has like a universalizing or like Empire building component to it so as a partisan of integrity, I incentivize to say yeah, that's part of what we're talking about to it's all part of it.  Yeah, I think it really matters, right. So Reddit has a volunteer moderator structure, which both has problems of unpaid labor in terms of uncompensated is, you know, you're doing work for the firms, but also has problems in terms of unpaid labor means the people who are moderating these giant subreddits are often vulnerable, or have to find a different way to monetize. There are all kinds of problems there. If you think of it as a systems problem, and like this is a weak point in our system, then I think there's like a really strong integrity case be made for we need to start worrying about it. Yeah, thank you for bringing also up what happens when there's mass moderation outside unpaid moderation, as well as the power structures that really come into that as well. I'm going to combine that two questions by, let's see. I think it's stronger and Kelly because they both get to the idea of incentives and profit so is there really a way to get large firms to pursue a goal other than profit maximization to adopt something like a type of design and then Kelly similarly similar was, you know, a major difference between a city and a platform like Facebook is that Facebook is for profit, and not a government entity. So really kind of for profit platform ever have the right incentives to build a public space that really works for for everyone I'm going to add there that really what struck me going from private sector government was that we don't have a luxury to not design for everyone, whether it's a digital piece or a policy even people still do. But yeah, we, we don't have much cases it's everyone so how how does that how do you think about that. Um, there's there's sort of like two questions there right, or maybe the question is, are these social media firms bad, because they are just as bad as every other corporation, or are they worse somehow. And, you know, I think you can make an argument even that they're better, I would much rather, I don't know, not have like Exxon or Altria in charge of Twitter than Jack Dorsey, I think, I'm not sure. You know, you could imagine a world where the people running these firms are just worse. And I think that there is a large conversation to be had about regulation antitrust structural separation public options, all which are separate ideas. And I have a lot to say about that. It's a little bit out of scope of this talk, just because it'll take a long time to talk about. So maybe the flip and answer is, if you are a social Democrat, or anything to the right of that, I think you would argue that part of the role of the state is changing those incentives, right, like, if you imagine that everything's profit maximizing internalize the externalities, etc, etc. And that's all doable. And, and I guess I'll just state like, we had standard oil. We had a bunch of big companies doing bad things in our history, and we were able to deal with it. And to some extent, this isn't like a new problem. Like pollution isn't a new problem. We just need the political will to like apply the solutions we already have to that problem. That's not 100% correct, but it's like mostly correct. Thank you. I'm going to combine a few more. I think are somewhat related. There's so many, but folks that want to learn more from you. Summer and Harvey, I think these are both around like who's doing this. Well, so do you have examples of platforms that are already implementing some of these measures. Are we seeing healthy communities out there and he shared the Wikipedia implementing the child to adults account permissions, or adding friction in different kinds of ways. And also, there's actually a few other questions that asked, are the existing platforms capable of building a better, a better city. So what are some good examples and are we capable. I think every platform that I can think of is trying something. And I'm not out to date on what every platform is trying to do. I think like Twitter, adding friction to the retweet, or they really want you to like write something when you retweet as opposed to just a naked one is an example of that, as are the ones you mentioned. And I've heard really good things about, for example, Ravelry. And that's really intriguing to me. Nothing jumps atop my head. And maybe I'll get back to you on that. And I'll think about a little bit for it with the next few questions. Thank you. And let's do one from about what ethics means. So Jamie says, what is considered to be ethical varies from person to person. So since you are a fellow at a university. Can you talk to us more about the academic philosophy philosophical theoretical arguments you use to draw your ethical values. Um, one thing that always really enraged me working. Well, I think that you can imagine being really frustrating working at a firm is drawn from like a Rawlsian veil of ignorance. So this, you know, Rawls is veil of ignorance doesn't work totally in all concepts it's been supposedly debunked by some recent thinkers but I think it's a really useful exercise. There are times when, you know, executives, or someone set up a set of rules, you say, okay, we're going to apply those rules. And then after you apply those rules they say we don't like those outcomes, change those outcomes please. And that just seems like clearly wrong. And I don't know I feel like philosophies, you know, we're all influenced by so many. Every sort of formal philosophical school of ethics to me has some flaws. Luckily, we're on luckily. I don't think that we're in the sort of world where like the really hard ethical questions are the most important. Right now we're dealing with ethical questions of the form of, you know, that Joel Kaplan is messing with the rules again, or, you know, some, you know, we have a process and then some executive is side stepping this process because they don't like its results like that's kind of the stuff that we're dealing with right now. And I think that's covered in all ethical traditions. Thank you for sharing that. Let's jump into a question I think also covers a few, a few other questions. Hussain had asked, and it's such an insightful answer. I thank you for asking this one. It's lovely to hear from you so hard. And why he's so passionate about all this work. And I also appreciate as our said multiple counts. It's a necessary part of the web in Pakistan where I'm from. Women and queer people often have multiple accounts to be able to navigate the web to find information community and express themselves without surveillance by family conservative groups for the state. I'd love to ask if what if you thought what you think about progressive feedback loops, for example users getting more privileges to get involved in governance if they're able to go through all the stages of maturity. I'll say that I'm a fan of Hera, and you all should check out chain or chain, I don't know how to spell it. chayn.org probably. To answer your question. One thing I didn't have time to get into is that like we're talking about a city but the city still a dictatorship. As you know a good American, I believe in democracy, as we all should. And again kind of out of scope of this talk is sort of how do we bring democracy to the city as well as just good design. And I think that what you're suggesting seems to be like a good building block of that. Right in a world where people can have multiple accounts, how do you have a vote that is intended how do you have an ability to like discuss things. I'm told that this is the last question. So, my, my email is integrity at Sahara.io, and I will paste it in the chat. And please feel free to hit me up there. And this doesn't have to be the last, like the end of the conversation. And thank you Berkman for hosting me and Kathy for being such a good MC and questioner and collaborator, and everyone for coming.


Hi, I'm Brad Upsall and I'm graduating from the University of Vermont Business School in Finance and Accounting and I'm going to be moving to Seattle, Washington to work for Boeing. I'm doing a two-year management program there and some of the things here at UVM that have allowed me to get that opportunity were the Wall Street seminar where I went down to New York City a couple times last semester and worked with Wall Street executives as well as the alumni network which got me in the door at Boeing and I'm really excited to start in July 1st.


Three changes TEFL teachers need to make when they switch between individual and group lessons Teaching English is traditionally done in a classroom setting However, a growing number of teachers and students are attracted to the convenience and flexibility of teaching one-to-one lessons Whether teaching privately or for a company in person or online to young learners or adults ESL teachers know their approach must change when switching from group teaching to teaching individuals How is this done and what changes need to be made? Switching from group lessons to teaching one-to-one involves much more than modifying materials for a smaller audience ESL teachers also need to make changes to teacher-student roles, syllabus and structure and resources classroom roles First teacher-student roles must change in order for a one-to-one lesson to be successful The teacher must step down and authority move away from the spotlight and become equal with the student The student steps up in responsibility often making decisions providing feedback and fully participating in the learning experience The teachers presence plays a big part in establishing these role changes For example, if the teacher sits next to the student instead of in front or hovering overhead Or stays within two-hand spans of the webcam for online lessons It is easier for the student to engage with the teacher on a personal level as the student feels more comfortable in the lesson meaningful relationships can develop and teachers often take on additional roles of friend, confidant, coach and cheerleader However, sometimes a teacher and student are unable to get on with each other and the relationship becomes awkward or antagonistic In those cases, teachers should have open discussions with the student on whether to continue the lessons Course syllabus Second, the teacher must be creative when creating a syllabus and structure for an individual student Although some one-to-one lessons are pre-planned and fixed like group classes, most one-to-one lessons are dynamic, flexible and fully customized to the student Often the student is learning for a specific purpose, such as learning English for business and the teacher must conduct a thorough needs analysis to clarify the student's schedule, needs, interests and goals There should also be a written agreement clarifying expectations, roles and boundaries This is especially true for private lessons where the teacher often has to spell out personal or professional boundaries Collect payments, communicate with parents, and deal with lesson cancellations, in addition to determining the syllabus, lesson structure and schedule for the course In private lessons the student sets the pace of the lessons, goes through the material faster or slower than group classes, and spends more time on areas that are the most difficult Progress is often monitored by the teacher and communicated through ongoing feedback Student feedback is also necessary for helping the teacher understand what is working in the lessons Resources Third, it is important for the teacher to be resourceful and engaging when teaching individuals One-to-one classes can be physically and mentally exhausting for both the teacher and student, who are required to always be on during the lessons These lessons often move slower and have more silences than group lessons Realia and authentic materials add variety, fun, and real experiences to individual lessons The teacher should also break up activities with games, chats, or other appropriate activities, if the student gets tired, restless, or detached This allows the student to recharge and continue on with the lesson In one-to-one lessons personalized attention and high talk time, allow the student to ask questions and converse with the teacher, improve pronunciation, teach an area of expertise, give business presentations, role play for an interview, or have a show and tell session The student's skills also improve as the teacher models correct language, and use email and authentic resources, such as audio, video, guest speakers, and the internet The internet can provide multimedia and reading materials that can be used in class or for homework Homework can focus on writing and reading material for the next class, and email can be used to share feedback and written correspondence Do you want to teach English abroad? Take a TEFL course today In summary teacher-student role changes, personalized lessons, and creative use of resources, all combined to make one-to-one lessons successful When teachers switch out of a group lesson mentality, step down as the sole decision-maker and empower the student to take a more active role in the learning process, both teacher and student can work together on a more personal level A relationship of trust can develop as they set goals, and work towards those goals together The needs analysis, written agreement, and ongoing feedback, make it easier for the teacher to create a personalized syllabus and structure for the student Although individual lessons lack group dynamics to move the lesson along, the teacher can use resources to help break up lessons, so that teacher and student can connect and recharge from being on all the time Reality, video, audio, email, and the internet add variety and fun to lessons while providing relevant experiences and exposure to the English language The teacher can also learn new things as the student shares his or her knowledge, expertise, interests and experiences It can be a lot of work to change from group teaching, however teaching one-to-one can be a very rewarding experience for the ESL teacher Fun experiences are shared, real progress can be seen in the student's English ability, and friendships can last for years beyond the time spent together learning English Thanks so much for watching. 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