socialnetworking
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Social Networking(Source: IEEE Spectrum)
Global Social Networking Audience and Time Spent Online
Global Social Networks Showing Highest Growth in Engagement(May 2012)
A SINGLE TWEET WILL REACH MORE READERS THAN
COMBINED WILL REACH IN PRINT TODAY
Social Networking Landscape in Pakistan
69%
2%
14%
6%2%2%
5%
Linked In Twitter YoutubeFacebook Orkut BloggingMiscellaneous
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SOCIAL NETWORKING
To explicate the concept of Social Networking, its History, Features, Emerging Trends, Disadvantages, Analysis and Recommendations
AIM10
SEQUENCE
Definition
History
Features
Emerging Trends
Disadvantages
Analysis
Recommendations
Conclusion
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12
DEFINITION
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SOCIAL NETWORK
• Social Structure• Relationships Mapping between Individuals
Node
Link
$
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NETWORKED WORLD
Our Social Group: Fully Connected Network
The Real World: Network of networks
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SIX DEGREES OF SEPARATION
• A friend of a friend
5 4 3
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1
You Random Person
Social Networking
Fundamental Shift in the Way We
Communicate
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SOCIAL NETWORKING
• Way for people to Collaborate and Share Information Online
(Contd…)
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SOCIAL NETWORKING
Online CommunitiesMessage BoardsEmail ListsComments on Blogs
Them
Me
(Contd…)
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SOCIAL NETWORKING
• Meet• Connect• Organize• Share• Collaborate
(Contd…)
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PLATFORMS
• Plethora of Social Networking Platform• Popular: Facebook, YouTube, MySpace, Twitter,
LinkedIn, Instagram, Pinterest
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HISTORY
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HISTORY
• 1930: Dr. Jacob Moreno introduced sociogram
• 1954: Anthropologist J. A. Barnes coined "social network" to describe complex relationships
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HISTORY
• 1971: Email– Between two Computers
• 1978: Bulletin Board Systems (BBS)– Data Over Phone Lines
(Contd…)
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HISTORY
• 1978: Usenet– Online Bulletin Board
• 1994: Geocities– Users create their own Online Network
(Contd…)
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HISTORY
• 1997: AOL Instant Messenger– Popular Instant Messaging
• 1997: SixDegrees.com– Profile Creation– Listing Friends
(Contd…)
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HISTORY
• 2002: Friendster– Pioneering Online Connection
• 2003: MySpace– Friendster Clone– Coded in 10 days
(Contd…)
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HISTORY
• 2003: Linkedin– Professional Social Networking
• 2004-06: Facebook– Initially Harvard only social network – Goes public by 2006
(Contd…)
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HISTORY
• 2006: “Twitter” is launched – Live Messages “TWEETS”
• 2011: Google+– “Layer” of Overall Google Experience
(Contd…)
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Social Networking Landscape in 2012
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FEATURES
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User Based
FEATURES
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USER BASED
• Construct Public/ Semi-Public Profile– “Type Oneself into Being”
• Connections
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INTERACTIVE
• Way to Connect • Share Photos, Videos and Ideas
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COMMUNITY DRIVEN
• Online Communities or Subgroups• Common Beliefs or Interests
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RELATIONSHIPS
• Relationships between Members
• Information dispersed to Friends and their Networks
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SELF EXPRESSION
• Communication coupled with Emotions
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EMERGING TRENDS
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SOCIAL GRAPH BECOMES PORTABLE
• Social Graph– Global mapping of everybody and how they're
related
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• Facebook Connect – Users take their Facebook identity and friends to
outside sites and applications
SOCIAL GRAPH BECOMES PORTABLE (Contd…)
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WE FORM AROUND TRUE NETWORKS
Friends Family
Business Associates
Areas of Interest
Networking Dating
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Friends
Family
Business Associates
Areas of Interest
Networking
Dating
“I’m coming home for Eid”
“We need to prepare for Our Course ;-)”
“Why did you choose MongoDB?”
“I can’t believe we’re working again this weekend ”
“I love The Decemberists, too!”
“I’m looking for a role as a System Engineer”
WE FORM AROUND TRUE NETWORKS (Contd…)
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WE FORM AROUND TRUE NETWORKS (Contd…)
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PERVASIVE SOCIAL NETWORKING
• Social Networking Content appears in other Channels
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MOBILE SOCIAL NETWORKING
• Synergy of Mobile and Social Networking• Location Based Applications
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• 5.6 Billion Phones• Smart Phones Growth• iPads and Tablets
MOBILE SOCIAL NETWORKING
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AUGMENTED REALITY
• Automatic Web• Public Profile • Social Network Search
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AUGMENTED REALITY(Contd…)
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DISADVANTAGES
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PRIVACY
• Personal Information• Once Online, Always Online• Data theft
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PRIVACY
3rd Party App
You
Your FriendPictures of your Kids
Personal Info
Date of Birth
(Contd…)
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DATA MINING
• “You are not a Customer rather a Product”
• Customer Profiles based on: – Customer Demographics– Online Behavior
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RISK FOR CHILD SAFETY
• Online Predators• Overuse leading to Depression and Anxiety
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PSYCHOLOGICAL EFFECTS
• Social Networking Addiction
• Lead to Loneliness
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CYBER BULLYING
• Emotional Trauma
ANALYSIS
Social Network of 09/11
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SOCIAL NETWORKING ANALYSIS
• Methodical Analysis of Social Networks• Nodes: Actors (People, Groups)• Links: Relationships (Kinship, Associates)
Node
Link
$
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SOCIAL NETWORKING ANALYSIS
• Visual and Mathematical Mapping of Relationships between Actors
Social Networking Analysis
Visualization Mathematical Analysis
(Contd…)
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VISUALIZATION
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MATHEMATICAL ANALYSIS
InFlow (Social Network Analysis Software)
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MEASURES
• Degree Centrality• Betweeness Centrality• Closeness Centrality
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DEGREE CENTRALITY
• Connector/ Hub
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BETWEENESS CENTRALITY
• Location• Single point of failure
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CLOSENESS CENTRALITY
• Shortest paths• Visibility
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RECOMMENDATIONS
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• Focus on Relationships, not Technologies
TransactionalOccasionalImpersonalShort-term
PassionateConstantIntimate
Loyal
RECOMMENDATIONS
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RECOMMENDATIONS
Obama Redefined Political Campaigns
(Contd…)
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RECOMMENDATIONS
• Be Ready To Give Up Control– Once Online, Always Online
(Contd…)
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• Who is Reading your Profile?– Both Humans and Machines
Contact, school, favorites…
HTML detected. What is in the page?
Modeling Various Personal Attributes and Social Relationships
RECOMMENDATIONS(Contd…)
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RECOMMENDATIONS
• Openness requires Accountability
Social Networking Analogous to Sandbox
Walls needed to define Accountability
(Contd…)
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CONCLUSION
• Social Networking will be like Air
• Continual Evolution
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CONCLUSION
• Risks Involved
• Value Outweighs the Risks
(Contd…)
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REFERENCES
• Morgan Stanley Internet Trends: http://www.morganstanley.com/institutional/techresearch/pdfs/Internet_Trends_041210.pdf
• Internet World Stats: http://www.internetworldstats.com• Royal Pingdom: http://royal.pingdom.com/2012/01/17/internet-
2011-in-numbers/• McKinsey, Big Data: The Next Frontier For Innovation
http://www.mckinsey.com/mgi/publications/big_data/pdfs/MGI_big_data_full_report.pdf
• Emerging Transition to Social Business Models - Dion Hincliffe, Dachis Group: http://www.dachisgroup.com/author/dion-hinchcliffe/
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REFERENCES
• Edition:
http://edition.cnn.com/2012/01/19/tech/social-media/google-plus-users/index.html
• Venturebeat:
http://venturebeat.com/2012/01/20/google-skews-google-plus-statistics/
• Phil.co:
http://phill.co/social-media/social-media-statistics-dec-2011-video-infographic
• ComScore: http://www.comscore.com/Products_Services/Product_Index/Media_Metrix_Suite/Media_Metrix_Core_Reports
(Contd…)
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REFERENCES
• Go-Gulf.com (60 seconds): http://www.gogulf.com/blog/60-seconds
• Dilbert: www.dilbert.com/• Collaborative Consumption:
http://collaborativeconsumption.com/• InFlow (Social Network Mapping Software)
http://www.orgnet.com/index.html• Other photos and images sourced from Google images
and iStock Photos
(Contd…)
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THANK YOU
QUESTIONS?76