Talking about Platforms Platform governance design with Liang Chen
Jan 3, 2024
Liang Chen, an Associate Professor at Singapore Management University, delves into the intricate world of platform governance. He shares how personal experiences, like his wife's creator work, fuel his fascination with platforms. The conversation explores how platforms nudge creators with incentives and the critical success factors for engaging them. Liang addresses power imbalances and discusses the challenges of globalizing digital platforms, highlighting the tension between public and private traffic. He also touches on the future of decentralized platforms and AI's transformative role.
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Traffic-As-Incentive Campaigns
- Social media platforms run campaigns inviting creators to produce specific content themes and reward them with traffic instead of direct payment.
- That traffic can be monetized by creators through ads or directing users to external stores.
Design Incentives To Enable Monetization
- Use incentives that let complementors monetize their work to attract and retain them on a platform.
- Recognize that many creators also value community affiliation beyond monetary rewards.
Recursive Design–Behavior Dynamics
- Platform design changes provoke strategic responses from complementors who will game loopholes to maximize their own benefit.
- Governance and technical design thus form a learning loop of platform actions and complementor reactions.