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CS5038 The Electronic Society

CS5038 The Electronic Society. Lecture: Social Networking Lecture Outline Social Networking Service Social Networking Sites Bebo Friendster MySpace Social Networking Feature Business Model The future of Social Networking Social Networking 3.0. Social Network Service.

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CS5038 The Electronic Society

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  1. CS5038 The Electronic Society • Lecture: Social Networking • Lecture Outline • Social Networking Service • Social Networking Sites • Bebo • Friendster • MySpace • Social Networking Feature • Business Model • The future of Social Networking • Social Networking 3.0

  2. 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

  3. Bebo • Jan 2005 , husband and wife team Michael and Xochi Birch • 40 Million users • Features : profile , picture , blog ,quiz, music • Business Model : Advertising, e.g. Google Ads • Target population : teenagers (10-20 yrs) • Social effects : Ireland

  4. Friendster • Designed by Jonathan Abrams in 2002 • Considered as the top online social network service until around April 2004 • Reasons • 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)

  5. MySpace • Owned by News Corporation • Local versions • Features : profile for companies • Target population : 20-30 yrs • Business model : e-advertising arm of empire • Concerns : commercialisation • Security

  6. 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

  7. 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.

  8. 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

  9. 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

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