<s>
Ambient	B-General_Concept
awareness	I-General_Concept
(	O
AmA	O
)	O
is	O
a	O
term	O
used	O
by	O
social	O
scientists	O
to	O
describe	O
a	O
new	O
form	O
of	O
peripheral	O
social	O
awareness	O
.	O
</s>
<s>
Some	O
examples	O
of	O
social	O
networking	O
websites	O
are	O
Facebook	B-Application
,	O
Myspace	B-Application
,	O
Twitter	B-Application
,	O
Blogger	B-Application
,	O
etc	O
.	O
</s>
<s>
According	O
to	O
Clive	O
Thompson	O
of	O
The	O
New	O
York	O
Times	O
,	O
ambient	B-General_Concept
awareness	I-General_Concept
is	O
"	O
very	O
much	O
like	O
being	O
physically	O
near	O
someone	O
and	O
picking	O
up	O
on	O
mood	O
through	O
the	O
little	O
things	O
;	O
body	O
language	O
,	O
sighs	O
,	O
stray	O
comments	O
...	O
"	O
Academic	O
Andreas	O
Kaplan	O
defines	O
ambient	B-General_Concept
awareness	I-General_Concept
as	O
“	O
awareness	O
created	O
through	O
regular	O
and	O
constant	O
reception	O
,	O
and/	O
or	O
exchange	O
of	O
information	O
fragments	O
through	O
social	O
media	O
”	O
.	O
</s>
<s>
Socially	O
speaking	O
,	O
ambient	B-General_Concept
awareness	I-General_Concept
and	O
social	O
media	O
are	O
products	O
of	O
the	O
new	O
generations	O
who	O
are	O
being	O
born	O
or	O
growing	O
up	O
in	O
the	O
digital	O
age	O
,	O
starting	O
circa	O
1998	O
and	O
running	O
to	O
current	O
times	O
.	O
</s>
<s>
Social	O
media	O
is	O
the	O
lattice	O
work	O
for	O
ambient	B-General_Concept
awareness	I-General_Concept
.	O
</s>
<s>
Without	O
social	O
media	O
the	O
state	O
of	O
ambient	B-General_Concept
awareness	I-General_Concept
cannot	O
exist	O
.	O
</s>
<s>
Usually	O
while	O
doing	O
this	O
they	O
are	O
consuming	O
other	O
forms	O
of	O
media	O
such	O
as	O
music	O
or	O
video	O
content	O
via	O
their	O
iPods	B-Device
or	O
other	O
similar	O
devices	O
.	O
</s>
<s>
Professors	O
Kaplan	O
and	O
Haenlein	O
see	O
ambient	B-General_Concept
awareness	I-General_Concept
as	O
one	O
of	O
the	O
major	O
reasons	O
for	O
the	O
success	O
of	O
such	O
microblogging	B-Application
sites	O
as	O
Twitter	B-Application
.	O
</s>
<s>
Then	O
later	O
,	O
with	O
the	O
additional	O
service	O
of	O
texting	O
,	O
one	O
can	O
see	O
the	O
somewhat	O
primitive	O
form	O
of	O
the	O
status	B-Application
update	I-Application
.	O
</s>
<s>
Since	O
the	O
text	O
message	O
only	O
allows	O
for	O
160	O
characters	O
to	O
transmit	O
pertinent	O
information	O
it	O
paved	O
the	O
way	O
for	O
the	O
status	B-Application
update	I-Application
as	O
we	O
know	O
it	O
today	O
.	O
</s>
<s>
Perhaps	O
the	O
first	O
instance	O
where	O
these	O
websites	O
created	O
the	O
possibility	O
of	O
larger	O
scale	O
ambient	B-General_Concept
awareness	I-General_Concept
was	O
when	O
Facebook	B-Application
installed	O
the	O
news	O
feed	O
.	O
</s>
<s>
For	O
the	O
first	O
time	O
,	O
becoming	O
someone	O
's	O
Facebook	B-Application
friend	O
was	O
the	O
equivalent	O
of	O
subscribing	O
to	O
a	O
feed	O
of	O
their	O
daily	O
minutiae	O
.	O
</s>
<s>
Since	O
this	O
innovation	O
,	O
a	O
new	O
wave	O
of	O
micro-blogging	B-Application
services	O
have	O
emerged	O
,	O
such	O
as	O
Twitter	B-Application
or	O
Tumblr	B-Application
.	I-Application
</s>
<s>
Websites	O
such	O
as	O
Twitter	B-Application
,	O
YouTube	B-General_Concept
,	O
Facebook	B-Application
,	O
and	O
Myspace	B-Application
,	O
among	O
many	O
others	O
,	O
have	O
been	O
used	O
by	O
people	O
in	O
all	O
forms	O
of	O
business	O
to	O
create	O
a	O
closer	O
digital/ambient	O
bond	O
with	O
their	O
clientele	O
base	O
.	O
</s>
<s>
In	O
this	O
way	O
social	O
media	O
outlets	O
and	O
ambient	B-General_Concept
awareness	I-General_Concept
have	O
managed	O
to	O
tighten	O
the	O
gap	O
between	O
consumers	O
and	O
producers	O
in	O
all	O
areas	O
of	O
business	O
.	O
</s>
<s>
As	O
web-based	O
collaboration	O
tools	O
and	O
social	O
project	O
management	O
suites	O
proliferate	O
,	O
the	O
addition	O
of	O
activity	O
streams	O
to	O
those	O
products	O
help	O
to	O
create	O
business	O
context-specific	O
ambient	B-General_Concept
awareness	I-General_Concept
,	O
and	O
produce	O
a	O
new	O
class	O
of	O
products	O
,	O
such	O
as	O
social	O
project	O
management	O
platforms	O
.	O
</s>
