social networking:facebook
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SOCIAL NETWORKINGOverview & Analysis
Rachel Cohen, Nicolette Pajda, Sumit Mukhia
What is Social Networking?
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WIKI: “A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others.”
HISTORY OF SOCIAL NETWORKING
Boyd d.m ,Ellison B Nichole, 2007
1995: Classmate.com is first social networking site
1997: SixDegree.com launched (1997-2001))
2003: SNS hit the main stream
HISTORY OF FACEBOOK In 2004, Facebook started as a social networking site for
Harvard students
In 2005, Facebook re-launched as a college networking site.
In 2006, Facebook expanded membership eligibility to employees of several companies, including Apple Inc. and Microsoft.
Facebook opened on Sep 26, 2006 to anyone aged 13+ with valid email address
20092004
FACEBOOK: LEADS SHARING
Recent report claims that more than 200 million people were using QZone as of January 31, 2009, surpassing international players like Facebook (which recently announced 175 million registered users) and MySpace.
Device: computer, phone, PDA
Internet access
Computer literacy
Web host
Changing how we:
Keep in touch with family and friends
Meet new people
Professionally network
Market
Advertisement revenue
Virtual goods and gifts
Employment opportunities
Archives: photos, profile, comments, notes, events, posts, etc.
MySQL
Memcached servers
Layout is simple, clean & convenient
User limited to customizations
Recognizable aesthetic to all users
Formation of self-identity
Suggests constant involvement with collective media
Create a need to interact and participate, not just lurk
Restricts modes of self-expression
Affects way of communication
Alters perception of relationships and what we believe we need to know about others
Photos, quizzes, statuses, and applications help us get to know others
TURNLEY: Facebook & Technology
“Each medium has a technical dimension that constitutes part of its working”
Computer or mobile device with Internet access Users need computer literacy to perform basic tasks like
uploading pictures, editing profile, add widgets etc. Web host required for developers to host their
applications Application developers needs familiarity with Facebook Mark Up Language (FBML), Facebook API
Basic Understanding of SSH, Mysql Constraint:
Minimal customization of look and layout (aesthetic) Only allows first degree connection Internet connection required (mobile/computer)
TURNLEY: Facebook & Social Built to change and foster in ways we interact
Keeping in touch: search options, status updates, tagging, instant chat, sharing events/ videos, etc.
Meeting new people: suggested friends, advanced search options
Professional networking: search options, suggested friends, pm’s, status updates
Marketing: applications, status updates
“form, formatting, design & content”
Clean, consistent, uniform template
Same homepage for all users
Profiles identical, but can rearrange boxes
Emphasis on content
Marshall McLuhan “medium is the message”
TURNLEY: Facebook & Aesthetic
“form, formatting, design & content” MySpace allowed profile customization, but did not maintain popularity
Usability is easy because of aesthetics & clear design
TURNLEY: Facebook & Aesthetic
“medium has conventions & expectations”
Facebook users expect the same format, layout and design.
Resistant to change: photos, Newsfeed
Recognize digital aesthetic as medium type
TURNLEY: Facebook & Aesthetic
EMERGING GENRES
Status Updates:
Quotes, typically from songs
Ads or promotions
HOW DO I USE IT?
Basic Features and Uses Photos, videos, media Tagging, Friending, Commenting, Posting Networks, groups, fans Personal info, messaging, chat, applications
Customizable Features Privacy and account settings Security and search Pew Report: “Digital Footprints”
SOCIAL NETWORKING: It’s here to stay
FACEBOOK APPS: FARMVILLE
Likes
Interactivity of game play: plant, plow, earn/spend coins, gift
See your "neighbors," their level, & points
FACEBOOK APPS:FARMVILLE
Dislikes: Gifts and neighbor requests show up on homepage, not in app
No direct chatting through app, only Facebook chat Neale & Russell-Bennett, "
Gifts and What value do users derive from social networking applications?”
If app is entertaining, will recommend to friends
THANK YOU!