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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 Facebook Social Networking Feature Business Model The future of Social Networking Social Networking 3.0.

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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 • Facebook • Social Networking Feature • Business Model • The future of Social Networking • Social Networking 3.0

  2. eCommerce: Product and Customer • In eCommerce the product may be physical or digital. • What products does Google offer? • Who are the customers? • What products does Facebook offer? • Who are the customers? • How much do you pay for the products?

  3. Bruce Schneier "Don't make the mistake of thinking you're Facebook'scustomer, you're not – you're the product.Its customers are the advertisers."

  4. 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

  5. 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

  6. 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

  7. 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)

  8. Facebook • 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

  9. Facebook • 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

  10. 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

  11. 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

  12. 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

  13. 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…

  14. Looking back: What is eSociety About? Electronic Technology Human Society

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