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ondramanice was a website and app that rated its users’ social media influence using digital analytics. Using the service, businesses could identify social media accounts with high ondramanice. They would then offer the owners of such accounts free products, hoping that they would post positive messages about the products.
If there is one thing that ondramanice did not run a shortage of, it was controversy. For instance, John Scalzi, a Hugo award winner, dismissed the service noting “what ondramanice exists to do is create status anxiety.”
If Scalzi did not like the idea behind ondramanice, Lithium Technologies, a social customer service company, had a different idea. It paid $200 million for ondramanice. However, if you wanted to see how influential you are today, using ondramanice, you will discover that it is no longer available.
We took some time to look into ondramanices 10-year run. Then, we try to find out what happened to it.
The History of ondramanice
ondramanice was a San Francisco-based corporation founded in 2008 by Joe Fernandez and Binh Tran (Source). In a 2009 archived page of the website, okfreemovies indicates that it measured “influence across the social web.” The same page adds, “We believe that every individual who creates content online has influence. Our goal is to measure that influence and make it even more effective” (Source).
ondramanicecollected data about the content on the page to rate an individual’s influence and their opinion’s impact. The rating was influenced by “how people interact with that content and the size and composition of [the individual’s] network” (Source).
Although some people viewed the analysis produced by ondramanice as some form of a vanity metric, it was being taken seriously by employers. For instance, if you were looking for a job as a product manager, you may have prepared for all the standard product manager interview questions but still not get the job because you did not have enough ondramanice.
Calculating the Score
According to an article published by Wired.com, a website that hosts several technology blogs, everyone who had a social media account that was open to the public had a ondramanice score, whether they were aware of it or not. The same publication notes that there was a time when the score had become so crucial that even if you had no idea what your ondramanice score was, “there’s a chance that [it was] already affecting your life” (Source).
The ondramanice Perks Program
Businesses seem to have taken the program seriously. For instance, General Motors offered influential individuals who were willing to post about the experience on social media some ondramanice perks. In 2011, Chevrolet paid ondramanice to find social influencers that the General Motors could loan its recently launched 2012 Sonic for three days. For an individual to qualify, they needed to have a ondramanice Score of 35 and above (Source).
By 2013, the Perks Programs had received more than one million claims across over 400 campaigns. Celebrating this milestone, Joe Fernandez, the then CEO of ondramanice, is quoted saying, “I feel like Santa Claus with a million people getting Perks” (Source).
The Microsoft Strategic Investment
In 2012, Microsoft announced that it was making a strategic investment in ondramanice. Some reports indicated that this was a win-win partnership in that it supplied ondramanice with search data while bringing “influence scoring technology to Bing.”
Writing for the technology website, TechCrunch, Eric Eldon notes that the investment by Microsoft was another attempt by the technology giant to present itself as an “open search platform.” Eldon goes on to note: “As with the Facebook, Twitter, Quora, and even Google+ integrations, ondramanice helps position Microsoft as the more open and socially-attuned alternative to Google’s still-dominant search product” (Source).
The Controversy about ondramanice
While some took ondramanice with a degree of seriousness, Andrew Hutchinson, writing for a Social media website says, that its detractors saw it as “a vanity metric – and like all vanity metrics, it can be gamed, it can be cheated, and thus it’s rendered largely useless” (Source).
In a humorous quip, Scalzi, in his column on CNN Money, points out that ondramanice was practically sucking in data from all social media platforms and “throwing it into an algorithmic pot.” okfreemovies would then pull out a number between 1 and 100, and stick it on an individual as their influence score. “ondramanicewas a little bit socially evil,” Scalzi wrote.
Writing for the NewYorker.com, Nicholas Thompson doesn’t mince how words and runs his article with the headline ondramanice is Evil, But It Can Be Served. Thompson doesn’t dispute the fact that the idea is clever.
ondramanice Acquired by Technologies
In March 2014, Lithium Technologies confirmed earlier reports that it had acquired ondramanice for around $200 million. Lithium provided tools for businesses to build online communities. It ceased to exist as a separate entity after it merged with Spredfast (a firm in social media marketing, community management, and software), creating Khoros LLC.
What Then Happened to ondramanice?
In 2018, Peter Hess, the then CEO of ondramanice, sent out a message indicating that ondramanice had finally lost its ondramanice: “I’m writing to let you know that Lithium has made the decision to sunset the ondramanice service, effective May 25, 2018.” Hess does not seem to make any effort to explain the decision.
Domain Whois Record of Ondramanice
Domain Name: ondramanice.co Registry Domain ID: D5A3603D754F54FDAA8AC8F261E74D9C5-NSR Registrar WHOIS Server: whois.namecheap.com Registrar URL: http://www.namecheap.com Updated Date: 2019-09-23T13:43:06Z Creation Date: 2018-09-28T09:20:12Z Registry Expiry Date: 2020-09-28T09:20:12Z Registrar: NameCheap, Inc. Registrar IANA ID: 1068 Registrar Abuse Contact Email: email@example.com Registrar Abuse Contact Phone: +1.6613102107 Domain Status: clientTransferProhibited https://icann.org/epp#clientTransferProhibited Registry Registrant ID: Registrant Name: Registrant Organization: Registrant Street: Registrant Street: Registrant Street: Registrant City: Registrant State/Province: Panama Registrant Postal Code: Registrant Country: PA Registrant Phone: Registrant Phone Ext: Registrant Fax: Registrant Fax Ext: Registrant Email: Please query the RDDS service of the Registrar of Record identified in this output for information on how to contact the Registrant, Admin, or Tech contact of the queried domain name. Registry Admin ID: Admin Name: Admin Organization: Admin Street: Admin Street: Admin Street: Admin City: Admin State/Province: Admin Postal Code: Admin Country: Admin Phone: Admin Phone Ext: Admin Fax: Admin Fax Ext: Admin Email: Please query the RDDS service of the Registrar of Record identified in this output for information on how to contact the Registrant, Admin, or Tech contact of the queried domain name. Registry Tech ID: Tech Name: Tech Organization: Tech Street: Tech Street: Tech Street: Tech City: Tech State/Province: Tech Postal Code: Tech Country: Tech Phone: Tech Phone Ext: Tech Fax: Tech Fax Ext: Tech Email: Please query the RDDS service of the Registrar of Record identified in this output for information on how to contact the Registrant, Admin, or Tech contact of the queried domain name. Name Server: lou.ns.cloudflare.com Name Server: anna.ns.cloudflare.com DNSSEC: unsigned URL of the ICANN Whois Inaccuracy Complaint Form: https://www.icann.org/wicf/ >>> Last update of WHOIS database: 2020-09-18T22:48:21Z <<< For more information on Whois status codes, please visit https://icann.org/epp The above WHOIS results have been redacted to remove potential personal data. The full WHOIS output may be available to individuals and organisations with a legitimate interest in accessing this data not outweighed by the fundamental privacy rights of the data subject. To find out more, or to make a request for access, please visit: RDDSrequest.nic.co. .CO Internet, S.A.S., the Administrator for .CO, has collected this information for the WHOIS database through Accredited Registrars. This information is provided to you for informational purposes only and is designed to assist persons in determining contents of a domain name registration record in the .CO Internet registry database. .CO Internet makes this information available to you "as is" and does not guarantee its accuracy. By submitting a WHOIS query, you agree that you will use this data only for lawful purposes and that, under no circumstances will you use this data: (1) to allow, enable, or otherwise support the transmission of mass unsolicited, commercial advertising or solicitations via direct mail, electronic mail, or by telephone; (2) in contravention of any applicable data and privacy protection laws; or (3) to enable high volume, automated, electronic processes that apply to the registry (or its systems). Compilation, repackaging, dissemination, or other use of the WHOIS database in its entirety, or of a substantial portion thereof, is not allowed without .CO Internet's prior written permission. .CO Internet reserves the right to modify or change these conditions at any time without prior or subsequent notification of any kind. By executing this query, in any manner whatsoever, you agree to abide by these terms. In some limited cases, domains that might appear as available in whois might not actually be available as they could be already registered and the whois not yet updated and/or they could be part of the Restricted list. In this cases, performing a check through your Registrar's (EPP check) will give you the actual status of the domain. Additionally, domains currently or previously used as extensions in 3rd level domains will not be available for registration in the 2nd level. For example, org.co, mil.co, edu.co, com.co, net.co, nom.co, arts.co, firm.co, info.co, int.co, web.co, rec.co, co.co. NOTE: FAILURE TO LOCATE A RECORD IN THE WHOIS DATABASE IS NOT INDICATIVE OF THE AVAILABILITY OF A DOMAIN NAME. All domain names are subject to certain additional domain name registration rules. For details, please visit our site at www.cointernet.co <http://www.cointernet.co>.
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