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

99

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

11

12

DEFINITION

13

SOCIAL NETWORK

• Social Structure• Relationships Mapping between Individuals

Node

Link

$

14

NETWORKED WORLD

Our Social Group: Fully Connected Network

The Real World: Network of networks

15

SIX DEGREES OF SEPARATION

• A friend of a friend

5 4 3

26

1

You Random Person

Social Networking

Fundamental Shift in the Way We

Communicate

16

17

SOCIAL NETWORKING

• Way for people to Collaborate and Share Information Online

(Contd…)

18

SOCIAL NETWORKING

Online CommunitiesMessage BoardsEmail ListsComments on Blogs

Them

Me

(Contd…)

19

SOCIAL NETWORKING

• Meet• Connect• Organize• Share• Collaborate

(Contd…)

20

PLATFORMS

• Plethora of Social Networking Platform• Popular: Facebook, YouTube, MySpace, Twitter,

LinkedIn, Instagram, Pinterest

21

HISTORY

22

HISTORY

• 1930: Dr. Jacob Moreno introduced sociogram

• 1954: Anthropologist J. A. Barnes coined "social network" to describe complex relationships

23

HISTORY

• 1971: Email– Between two Computers

• 1978: Bulletin Board Systems (BBS)– Data Over Phone Lines

(Contd…)

24

HISTORY

• 1978: Usenet– Online Bulletin Board

• 1994: Geocities– Users create their own Online Network

(Contd…)

25

HISTORY

• 1997: AOL Instant Messenger– Popular Instant Messaging

• 1997: SixDegrees.com– Profile Creation– Listing Friends

(Contd…)

26

HISTORY

• 2002: Friendster– Pioneering Online Connection

• 2003: MySpace– Friendster Clone– Coded in 10 days

(Contd…)

27

HISTORY

• 2003: Linkedin– Professional Social Networking

• 2004-06: Facebook– Initially Harvard only social network – Goes public by 2006

(Contd…)

28

HISTORY

• 2006: “Twitter” is launched – Live Messages “TWEETS”

• 2011: Google+– “Layer” of Overall Google Experience

(Contd…)

29

Social Networking Landscape in 2012

3030

FEATURES

31

User Based

FEATURES

32

USER BASED

• Construct Public/ Semi-Public Profile– “Type Oneself into Being”

• Connections

33

INTERACTIVE

• Way to Connect • Share Photos, Videos and Ideas

34

COMMUNITY DRIVEN

• Online Communities or Subgroups• Common Beliefs or Interests

35

RELATIONSHIPS

• Relationships between Members

• Information dispersed to Friends and their Networks

36

SELF EXPRESSION

• Communication coupled with Emotions

37

EMERGING TRENDS

38

SOCIAL GRAPH BECOMES PORTABLE

• Social Graph– Global mapping of everybody and how they're

related

39

• Facebook Connect – Users take their Facebook identity and friends to

outside sites and applications

SOCIAL GRAPH BECOMES PORTABLE (Contd…)

40

WE FORM AROUND TRUE NETWORKS

Friends Family

Business Associates

Areas of Interest

Networking Dating

41

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…)

42

WE FORM AROUND TRUE NETWORKS (Contd…)

43

PERVASIVE SOCIAL NETWORKING

• Social Networking Content appears in other Channels

44

MOBILE SOCIAL NETWORKING

• Synergy of Mobile and Social Networking• Location Based Applications

45

• 5.6 Billion Phones• Smart Phones Growth• iPads and Tablets

MOBILE SOCIAL NETWORKING

46

AUGMENTED REALITY

• Automatic Web• Public Profile • Social Network Search

47

AUGMENTED REALITY(Contd…)

48

DISADVANTAGES

49

PRIVACY

• Personal Information• Once Online, Always Online• Data theft

50

PRIVACY

3rd Party App

You

Your FriendPictures of your Kids

Personal Info

Date of Birth

(Contd…)

51

DATA MINING

• “You are not a Customer rather a Product”

• Customer Profiles based on: – Customer Demographics– Online Behavior

52

RISK FOR CHILD SAFETY

• Online Predators• Overuse leading to Depression and Anxiety

53

PSYCHOLOGICAL EFFECTS

• Social Networking Addiction

• Lead to Loneliness

54

CYBER BULLYING

• Emotional Trauma

ANALYSIS

Social Network of 09/11

55

56

SOCIAL NETWORKING ANALYSIS

• Methodical Analysis of Social Networks• Nodes: Actors (People, Groups)• Links: Relationships (Kinship, Associates)

Node

Link

$

57

SOCIAL NETWORKING ANALYSIS

• Visual and Mathematical Mapping of Relationships between Actors

Social Networking Analysis

Visualization Mathematical Analysis

(Contd…)

58

VISUALIZATION

59

MATHEMATICAL ANALYSIS

InFlow (Social Network Analysis Software)

60

MEASURES

• Degree Centrality• Betweeness Centrality• Closeness Centrality

61

DEGREE CENTRALITY

• Connector/ Hub

62

BETWEENESS CENTRALITY

• Location• Single point of failure

63

CLOSENESS CENTRALITY

• Shortest paths• Visibility

64

RECOMMENDATIONS

65

• Focus on Relationships, not Technologies

TransactionalOccasionalImpersonalShort-term

PassionateConstantIntimate

Loyal

RECOMMENDATIONS

66

RECOMMENDATIONS

Obama Redefined Political Campaigns

(Contd…)

67

RECOMMENDATIONS

• Be Ready To Give Up Control– Once Online, Always Online

(Contd…)

68

• 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…)

69

RECOMMENDATIONS

• Openness requires Accountability

Social Networking Analogous to Sandbox

Walls needed to define Accountability

(Contd…)

70

CONCLUSION

• Social Networking will be like Air

• Continual Evolution

71

CONCLUSION

• Risks Involved

• Value Outweighs the Risks

(Contd…)

72

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/

73

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…)

74

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…)

75

THANK YOU

QUESTIONS?76