social networks - danger, big business or simply big chance?

Social Networks - Danger, Big Business or simply

Big Chance?Martin Ebner

http://www.flickr.com/photos/aslanmedia_official/6292167103/

Why Social Media?

http://www.flickr.com/photos/sitmonkey/2251266697/

• There are now more than 800 million active Facebook users

• 200 million accounts were added in 2011

• Facebook is the most visited website on the internet (reaching one trillion pageviews on June 30 2011)

• 50% log onto Facebook every day

• Over 250 million people access Facebook via their mobile phone

http://thesocialskinny.com/100-social-media-statistics-for-2012/

http://www.flickr.com/photos/sitmonkey/2251266697/

• Every 60 seconds on Facebook there are:

- 510,000 posted comments - 293,000 status updates - 136,000 uploaded photos

• 30 billion pieces of content are shared each month

• In just 20 minutes, over 1 million links are shared, 1.5 million event invites are sent, 1.8 million statuses are updated, 2 million friend requests are accepted, 2.7 million photos are uploaded, 2.7 million messages are sent and 10.2 million comments are made

http://thesocialskinny.com/100-social-media-statistics-for-2012/

http://www.flickr.com/photos/scarlet-ortiz/2908128232

• Twitter has 225,000,000 users

• 190,000,000 tweets are sent on average per day

• 1 billion tweets were sent every five days in 2011

• Japan is the only country where Twitter is more popular than Facebook

• 55% access Twitter via mobile

http://thesocialskinny.com/100-social-media-statistics-for-2012/

http://www.flickr.com/photos/scarlet-ortiz/2908128232

• Google+ was the fastest social network to reach 10 million users at 16 days (Twitter 780 days and Facebook 852)

• Google Plus experienced an increase of 55% in traffic in December 2011 from November 2011

• Though Google+ is secretive about the number of users, it has been reported that there are 62 million Google+ users

http://thesocialskinny.com/100-social-media-statistics-for-2012/

http://www.flickr.com/photos/scarlet-ortiz/2908128232

• There is complete social-media-parallel-world in China (the country with the biggest amount of internet users)

• RenRen (Facebook‘s complement) reached in Q3 2011 more than 135 million users

http://thesocialskinny.com/100-social-media-statistics-for-2012/

... but

Study over 4 years (n=2858) atGraz University of Technology

• Term 2007/2008 n=578 • Term 2008/2009 n=821• Term 2009/2010 n=757• Term 2010/2011 n=702

Communicational Behaviour

Ebner, M., Nagler, W., Schön, M. (2012) Have They Changed? Five Years of Survey on Academic Net-Generation, ED-Media 2012, accepted, in print

Facebook

• 94% of all freshman use Facebook active or passive

• Increase of more than 200% compared to 2009

• Decrease of MySpace, StudiVZ and FlickR

• „QR Code“-, „Twitter“-, „Xing“-, „Dropbox“- and „Etherpad“-User use

Facebook daily per 100%

• Facebook is part of daily student life

Ebner, M.; Nagler, W.; Schön, M. (2011) The Facebook Generation Boon or Bane for E-Learning at Universities?. - in: World Conference on Educational Multimedia, Hypermedia and Telecommunications; 2011, S. 3549 - 3557

http://www.flickr.com/photos/aslanmedia_official/6292167103/

Definition of Social Media?

Components of Social Media

• Identity and network management

• Information managment

• Interaction and communication

Koch, M., & Richter, A. (2008). Enterprise 2.0: Planung, Einführung und erfolgreicher Einsatz von Social Software in Unternehmen. München: Oldenbourg.

Definition of Social Media

Ebner, M., & Lorenz, A. (2012). Web 2.0 als Basistechnologien für CSCL-Umgebungen. CSCL-Lernumgebungen. München: Oldenburg (in press)

http://www.flickr.com/photos/aslanmedia_official/6292167103/

Big Issues of Social Media

Twitter for mass communication

Tweets&

FOLLOWER&

& R&

TWITTER&

&

&&

experience&effect&

selection&of&the&full&supply&

&&&&force&of&the&medium&&image&of&the&medium&

self>perception&

as&a&personality&

as&part&of&the&public&

in&social&relationships&

Twitter>USER&

& KU&

self>perception&

in&a&team&

in&an&institution&

in&social&relationships&

as&personality&&design&&selection&

&force&of&the&message&

&public&force&(agenda,&opinions,&social&norms&and&values)&&

&force&of&the&medium&(140&character&limit)&

&image&of&the&user&at&the&follower&side&

&image&of&the&follower&at&the&user&side&

&replies&of&the&follower&using&the&@>symbol&

Fig.3:''The'field'schema'of'mass'communication'referring'to'Twitter'

&

Wiesenhofer, H., Ebner, M. & Kamrat, I. (2010). Is Twitter an Individual Mass Communication Medium?. In C. Crawford et al. (Eds.), Proceedings of Society for Information Technology & Teacher Education International Conference 2010 (pp. 1712-1717). Chesapeake, VA: AACE.

http://www.flickr.com/photos/scarlet-ortiz/2908128232

Social Media = are we addicted to?

http://www.flickr.com/photos/sitmonkey/2251266697/

http://www.sueddeutsche.de/wissen/soziale-netze-selbst-der-sex-muss-warten-1.1277611

„It‘s easier to disclaim having sex and drinking alcohol or not to smoke, than not checking social

media accounts“

Twitter Research Study

„Is Twitter proper to report from a conference in order to share the event with the scientific community from outside the conference?“

Ebner, M.; Mühlburger, H.; Schaffert, S.; Schiefner, M.; Reinhardt, W.; Wheeler, S.(2010) Get Granular on Twitter - Tweets from a Conference and their Limited Usefulness 1 for Non-Participants. - in: Key competences in the knowledge society (2010), S. 102 - 113 KCKS ; 2010

• Educamp Hamburg 2010 (barcamp; unconference)

• Twitter was monitored from 5.2 – 4.3.2010 (usedHashtag #ec10hh)

• In summary 2110 tweets were examined

• Two stage analysis – automatically and manually

Study:

Ebner, M.; Mühlburger, H.; Schaffert, S.; Schiefner, M.; Reinhardt, W.; Wheeler, S.(2010) Get Granular on Twitter - Tweets from a Conference and their Limited Usefulness 1 for Non-Participants. - in: Key competences in the knowledge society (2010), S. 102 - 113 KCKS ; 2010

• Irrelevant Tweets“Who found my drinking cup? #ec10hh”

• Administrative Tweets“Wifi is not available #ec10hh”

• Topical Discussions“nice idea of @estudyskills Aggregation of all student weblogs at Tumblelog gives overview”

• Topical Tweets“open-learning: initiative on OER usage for informal education: http://u.nu/4a7ya #ec10hh”

Categories:

Ebner, M.; Mühlburger, H.; Schaffert, S.; Schiefner, M.; Reinhardt, W.; Wheeler, S.(2010) Get Granular on Twitter - Tweets from a Conference and their Limited Usefulness 1 for Non-Participants. - in: Key competences in the knowledge society (2010), S. 102 - 113 KCKS ; 2010

Analysis of particpants:

Ebner, M.; Mühlburger, H.; Schaffert, S.; Schiefner, M.; Reinhardt, W.; Wheeler, S.(2010) Get Granular on Twitter - Tweets from a Conference and their Limited Usefulness 1 for Non-Participants. - in: Key competences in the knowledge society (2010), S. 102 - 113 KCKS ; 2010

Detailed Analyses of Tweets

Ebner, M.; Mühlburger, H.; Schaffert, S.; Schiefner, M.; Reinhardt, W.; Wheeler, S.(2010) Get Granular on Twitter - Tweets from a Conference and their Limited Usefulness 1 for Non-Participants. - in: Key competences in the knowledge society (2010), S. 102 - 113 KCKS ; 2010

„If we reduce the tweets to those occurring during the conference period (5th and 6th

February) only 120 posts are of interest at all, which relates to about 6%“

Ebner, M.; Mühlburger, H.; Schaffert, S.; Schiefner, M.; Reinhardt, W.; Wheeler, S.(2010) Get Granular on Twitter - Tweets from a Conference and their Limited Usefulness 1 for Non-Participants. - in: Key competences in the knowledge society (2010), S. 102 - 113 KCKS ; 2010

Number of Tweets at ED-Media 2009

Who is tweeting (ED-Media 2011)?

http://twitter.tugraz.at

Which keywords did the use (ED-Media 2011)?

http://twitter.tugraz.at

Which # did you use most (ED-Media 2011)?

http://twitter.tugraz.at

Twitter Research Study

Detailed Analysis of 9 E-Learning Researcher

Wiesenhofer, H. (2011) Twitter goes Science, Masterthesis,University of Graz

Sharing resourcesDiscussion

Taking notesOrganisation

Hints to publicationsApplications & Tools

Dell‘s Digital Conversation Ecosystem

http://www.flickr.com/photos/sitmonkey/2251266697/http://www.slidepresenter.com/presentation/951

Social Media in Business

http://www.flickr.com/photos/sitmonkey/2251266697/http://www.slidepresenter.com/presentation/951

• Facebook Fans buy more products - on average 27%

• For the first time there is a real time backchannel

• Customers can communicate directly with employees

Example Dell:

mass phenomenon

http://www.flickr.com/photos/scarlet-ortiz/2908128232

http://www.webecologyproject.org/2009/08/detecting-sadness-in-140-characters/

From 9pm—10pm EDT alone, there were over 279,000 tweets about Michael Jackson, or roughly 78 tweets per second

Death of Michael Jackson in 2009

Individual microworld

http://www.flickr.com/photos/sitmonkey/2251266697/

http://www.spiegel.de/wissenschaft/mensch/0,1518,804806,00.html

„I am reading, sharing and like what my friends are doing. In our microworld my opinions are the

opinions of my friends“

Individual microworld

http://www.flickr.com/photos/sitmonkey/2251266697/

http://www.spiegel.de/wissenschaft/mensch/0,1518,804806,00.html

„People did not become similar - there are similiar otherwise they would not become friends“

Privacy?

http://www.flickr.com/photos/sitmonkey/2251266697/http://itunes.apple.com/at/app/scientists/id397322548?mt=8

ScientistS

Big Data allows us new insights

http://www.flickr.com/photos/sitmonkey/2251266697/http://affinitybrowser.semanticprofiling.net/

!

http://www.flickr.com/photos/aslanmedia_official/6292167103/

Summary

Social Media means communication; communication in a completly new way, in real time,

directly, shortly and succinctly.

Graz University of Technology

SOCIAL LEARNINGComputer and Information Services

Graz University of Technology

Martin Ebner

http://elearning.tugraz.atmartin.ebner@tugraz.at

Slides available at: http://elearningblog.tugraz.at

mebner