CS5038 The Electronic Society
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Transcript of CS5038 The Electronic Society
CS5038 The Electronic SocietyLecture: Social Networking Lecture Outline
• Social Networking Service• Social Networking Sites
– Bebo– Friendster– MySpace– Facebook
• Social Networking Feature• Business Model• The future of Social Networking• Social Networking 3.0
Social Network Service
• A social network service – focuses on the building online social networks – for people who share interests and activities– or for those interested in exploring the interests and
activities of others
• The usual internet things can be done in one place– uploading music, videos and photos, – updating blog
• No tricky programming to learn, no software to load • Contact all your friends
– and all their friends' friends– all the friends of friends of friends
• MySpace, Bebo, Friendster and Facebook
Bebo
• Blog Early, Blog Often • Jan 2005 , husband and wife team Michael and Xochi
Birch • 60 Million users• Features : profile , picture , blog ,quiz, music• Business Model : Advertising, e.g. Google Ads• Target population : teenagers (10-20 yrs)• Social effects : Ireland• acquired by AOL on March 13, 2008 for $850 million• Sold June 17, 2010 possibly for less than $10 million
Friendster
• Designed by Jonathan Abrams in 2002 • Considered as the top online social network service
until around April 2004• Reasons for drop
– Demand too high– servers were very slow – users less interested in logging into their pages every day– Poor human computer interaction
(such as tailored to users’ needs)
• Friendster has over 115 million registered users• Over 90% of Friendster's traffic comes from Asia
MySpace
• Owned by News Corporation• Local versions• Features : profile for companies• Target population : 20-30 yrs• Business model : e-advertising arm of Fox
Interactive Media (owned by News Corporation)• Concerns : commercialisation• Security • Was most popular social networking site in US in
June 2006• MySpace overtaken by main competitor Facebook
in April 2008 (based on number of visitors)
• Started in Harvard• Extended to other Unis, high schools, anyone• Launched in February 2004 • July 2010 more than 500 million active users• July 2011 more than 800 million active users• October 24, 2007, Microsoft purchased a 1.6%
share of Facebook for $240 million– total implied value of around $15 billion
• November 2010 Facebook est. value $41 billion • Third-largest US Web Company after Google and
Amazon
• Social impact: bullying, stalking and murder• Education:
– Timewasting – Improving engagement student retention– Help students to cope with feelings of
loneliness/homesick– Students surveyed had lower grades if they used
Facebook than students who did not use Facebook
• Political impact
Features
• Allow users to create and join virtual groups
• Share common interests or affiliations
• Upload videos
• Hold discussions in forums
• Artists have become their own agents– musicians are their own record labels – video makers their own broadcasters– everyone has become their own publicist
Business Model
• No charge for membership• MySpace and Facebook sell online advertising on
their site• Huge amounts of data from members
– can be utilised for targeted advertising and marketing
• Other ways to make money: – Facebook’s Marketplace: members can buy/sell products,
find jobs and etc. – LinkedIn makes money by charging $10 for each message a
user wants to send to a potential employer through the network.
• September 2009, Facebook started making money
History and Future of Social Networking
History of Social Networking
• Social Networks 1.0
– OneList, ICQ, Evite
• Social Networks 2.0
– Friendster, Orkut, LinkedIn
• Social Networks 2.5
– Bebo, MySpace, YouTube, Facebook
Social Networking 3.0
• Existing Problems– Each site is independent, does not open onto the world– Users may have identities on different social networks– Each identity was created from scratch
• Social Networking 3.0– Freeing up data from independent sites– Allow members to link up to each other at different sites– Use single global identity with different views– Connect to any site using an Open Identity standard
(OpenID) and get access to forum, blogs, wiki etc– Also: object centred rather than person centred– Data mining fears…
Looking back: What is eSociety About?
Electronic
TechnologyHuman
Society