Introduction To (New) Social Networking (Tools, Media And Web Sites) (Tin180 Com)


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Introduction To (New) Social Networking (Tools, Media And Web Sites) (Tin180 Com)

  1. 1. Introduction to (new) Social Networking (Tools, Media and Web Sites) (because you’ve been doing ‘Social Networking’ all your life)
  2. 2. Don’t Call it ‘Social Networking’ <ul><li>OK, you have to call it ‘Social Networking’ </li></ul><ul><ul><li>But only because everyone else does </li></ul></ul><ul><ul><ul><li>(Your mom is disappointed in you right now) </li></ul></ul></ul><ul><ul><ul><ul><li>(OK, not really – just don’t jump off that cliff she talked about) </li></ul></ul></ul></ul><ul><ul><li>Realize that ‘Social Networking’ is a misnomer </li></ul></ul><ul><ul><ul><li>we don’t call a hammer ‘construction’ or a skillet ‘cooking’ </li></ul></ul></ul><ul><ul><ul><li>Nomenclature evolving quickly - let’s talk about “Social Networking Tools,” “Social Media,” and “Social Networking Web Sites” </li></ul></ul></ul>
  3. 3. Great Moments in Social Networking <ul><li>( date uncertain ) – “Hi, I’m Adam.” “Hi, I’m Eve.” </li></ul><ul><ul><li>Tools used: Apples (replaced by Fig Leaves after the “serpent incident.”) </li></ul></ul><ul><li>(1844) – “What Hath God Wrought!” </li></ul><ul><ul><li>Tools used: Telegraph Key </li></ul></ul><ul><li>(1876) – “Mr. Watson, come here, I want you!” </li></ul><ul><li>(1984) – “Dude, I’m calling you from my CAR!” </li></ul>
  4. 4. Social Networking Tools, Day-to-Day <ul><li>Open Up the Dialogue </li></ul><ul><ul><li>Online networking has the same purpose as real-life networking </li></ul></ul><ul><ul><ul><li>Communicate with friends and colleagues in new ways </li></ul></ul></ul><ul><ul><ul><li>Find and “follow” people (new to you) who create or recommend interesting content (no, you’re not stalking them) </li></ul></ul></ul><ul><ul><ul><li>Create or recommend interesting content, and new people will find and “follow” you (no, they’re not stalking you) </li></ul></ul></ul><ul><ul><ul><li>Engage those new people in discussion if you choose to </li></ul></ul></ul><ul><ul><li>Privacy </li></ul></ul><ul><ul><ul><li>Share only what you’re comfortable sharing </li></ul></ul></ul><ul><ul><ul><li>You can “Block” someone from seeing e.g. your Tweets (defined later) </li></ul></ul></ul>
  5. 5. “Web 2.0” tools for Social Networking <ul><li>“Web 2.0” – the Internet as a communications tool, not just a source of information </li></ul><ul><ul><li>“an architecture of participation” where content creation no longer requires programming (HTML) skills </li></ul></ul><ul><ul><li>New ways to find, organize, receive Web content </li></ul></ul><ul><ul><li>New ways to share your thoughts, and recommend interesting Web content </li></ul></ul>
  6. 6. “Web 2.0” tools for Social Networking <ul><li>Enabling Technology </li></ul><ul><ul><li>RSS (“Really Simple Syndication”) </li></ul></ul><ul><ul><ul><li>Development began in 1995. Current version (RSS 2.0) published by Dave Winer in 2002 </li></ul></ul></ul><ul><ul><ul><li>Like a radio or TV channel – packages web content for “transmission.” Feeds are read in a browser or Google Reader </li></ul></ul></ul><ul><ul><ul><li>Use feeds from other sites to “bring content to you” – spend less time spent navigating web sites, or embed information from other sites in yours </li></ul></ul></ul><ul><ul><ul><li>Offer feeds from your web site that others can subscribe to </li></ul></ul></ul><ul><ul><ul><li>“ Pull” technology – your reader requests the information </li></ul></ul></ul>
  7. 7. “Web 2.0” tools for Social Networking <ul><ul><li>RSS ( “Really Simple Syndication”) </li></ul></ul>What are you looking at? Content from many different RSS feeds from many different web sites, organized in reverse chronological order. How much time could this save you? A blog post by Dave Winer, delivered in the RSS protocol created by Dave Winer. (Very meta.)
  8. 8. “Web 2.0” tools for Social Networking <ul><li>Blogging (Web Logs) </li></ul><ul><ul><li>Earliest Bloggers (1995) include Dave Winer ( </li></ul></ul><ul><ul><li>Originally “hand-coded” (HTML) </li></ul></ul><ul><ul><ul><li>LiveJournal and launched 1999 </li></ul></ul></ul><ul><ul><ul><li>Moveable Type 2001, WordPress 2003 </li></ul></ul></ul><ul><ul><li>Blogs embedded in news, corporate sites </li></ul></ul><ul><ul><li>Comments as important as Posts </li></ul></ul><ul><ul><ul><li>Communities coalesce in blog comments </li></ul></ul></ul>
  9. 9. “Web 2.0” tools for Social Networking <ul><li>Media / Link Sharing </li></ul><ul><ul><li>YouTube (2005, 4 million users posting video, 85 million videos) </li></ul></ul><ul><ul><li>Flickr (2004, users unknown, 2 billion images) </li></ul></ul><ul><ul><ul><li>Free storage of photos and videos </li></ul></ul></ul><ul><ul><ul><li>Privacy controls on viewing </li></ul></ul></ul><ul><ul><ul><li>Comment on or “favorite” (recommend) media </li></ul></ul></ul><ul><ul><li> (formerly – 2003, 5 million users, 150 million links) </li></ul></ul><ul><ul><ul><li>Share links / bookmarks, view those shared by others </li></ul></ul></ul>
  10. 10. “Web 2.0” tools for Social Networking <ul><li>Online Calendars </li></ul><ul><ul><li>Control who is allowed to see your free / busy times, request meetings </li></ul></ul><ul><ul><li>Subscribe to other public calendars and see them in yours </li></ul></ul><ul><ul><li>Publish public meeting schedules, allow others to link those meetings to their calendar </li></ul></ul><ul><ul><li>Sync your online calendar to Outlook </li></ul></ul>
  11. 11. “Web 2.0” tools for Social Networking <ul><li>Twitter (2006, 2.2 million users) </li></ul><ul><ul><li>“ Microblogging” - Designed to unite SMS (text messaging) with the Web </li></ul></ul><ul><ul><li>Many ways to send, and read, ‘Tweets’ </li></ul></ul><ul><ul><ul><li>SMS (Mobile Phone) </li></ul></ul></ul><ul><ul><ul><li>XMPP (Instant Messaging) </li></ul></ul></ul><ul><ul><ul><li>API (Web Browser plug-ins, Blog Widgets, Dedicated Applications (Twhirl, Twitterific)) </li></ul></ul></ul><ul><ul><li>“ It’s amazing the kind of news you can learn by being on Twitter and the connections you can make among people across the world. I was watching Twitter on Google Talk. Several people in China reported they felt the quake WHILE IT WAS GOING ON!!! . . . an hour before CNN or major press started talking about it.” – Robert Scoble </li></ul></ul><ul><ul><li>Also great for telling the world where you’re standing in line, or what pancake syrup you’re eating </li></ul></ul>
  12. 12. Social Networking Web Sites <ul><li>Linkedin / facebook </li></ul><ul><ul><ul><li>LinkedIn – 2002, 24 million users </li></ul></ul></ul><ul><ul><ul><li>Facebook – 2004, 100 million users </li></ul></ul></ul><ul><ul><li>Create a Profile, find friends and/or colleagues </li></ul></ul><ul><ul><li>Communicate within the application </li></ul></ul><ul><ul><li>Embed e.g. FriendFeed </li></ul></ul>
  13. 13. Social Networking Web Sites <ul><li>Linkedin / facebook </li></ul><ul><ul><ul><li>Groups are easy to create </li></ul></ul></ul><ul><ul><ul><li>Group moderator can control who joins </li></ul></ul></ul><ul><ul><ul><li>Join / Create Groups to discuss specific subjects or projects </li></ul></ul></ul><ul><ul><ul><li>Consider a mix of permanent, big picture groups (“My Neighborhood”) and project-specific groups (“Planting at the Park November 2008”) to keep the conversations moving </li></ul></ul></ul>
  14. 14. “Web 2.0” tools for Social Networking <ul><li>Tie It All Together – FriendFeed (Feb. 2008, 300,000 users) </li></ul><ul><ul><li>“ Feed Aggregator” - share your activity on many sites in one RSS feed </li></ul></ul><ul><ul><ul><li>Viewers can comment in your feed, and share it with others </li></ul></ul></ul><ul><ul><ul><li>Yes, John Cleese really does blog and Tweet with fans </li></ul></ul></ul><ul><ul><ul><li>And there’s Dave Winer again! </li></ul></ul></ul>
  15. 15. “Web 2.0” tools for Social Networking <ul><li>Tie It All Together - iGoogle </li></ul>Customize your search page with content from multiple RSS feeds, FriendFeed, Google Reader, and other gadgets. Information comes to you – less time browsing to favorite web sites. “ Themes” available to dress up the page.
  16. 16. Social Media Examples <ul><li>Red Cross </li></ul><ul><ul><li>During the Iowa floods, instead of programming a new web site, Red Cross created a free blog, </li></ul></ul><ul><ul><ul><li>Photo sharing via Flickr </li></ul></ul></ul><ul><ul><ul><li>Video via YouTube </li></ul></ul></ul><ul><ul><ul><li>Updates via Twitter </li></ul></ul></ul><ul><ul><ul><li>Many RSS feeds </li></ul></ul></ul>
  17. 17. Social Media Examples <ul><li> </li></ul><ul><ul><ul><li>Tech Blogger </li></ul></ul></ul><ul><ul><ul><li>Site also serves as a demo / testbed for many different social networking tools (note the links) </li></ul></ul></ul><ul><ul><ul><li>Feeds from those tools combined into a FriendFeed embedded in web site (see below the links) </li></ul></ul></ul>
  18. 18. Social Media Examples <ul><li> </li></ul><ul><ul><li>“ Proof of Concept” web site, based on WordPress, to demonstrate a “no-coding” integration of multiple services and feeds </li></ul></ul><ul><ul><ul><li>Public Calendar (Google Calendar) </li></ul></ul></ul><ul><ul><ul><li>Links ( </li></ul></ul></ul><ul><ul><ul><li>FriendFeed for YouTube / Flickr “favorites,” Tweets embedded in site </li></ul></ul></ul>
  19. 19. Your Social Networking Strategy <ul><li>What should it be? </li></ul><ul><ul><li>The same as your strategy for telephones and hammers: “Use it – Effectively and Professionally” </li></ul></ul><ul><ul><ul><li>Social Networking is strategic, and always has been </li></ul></ul></ul><ul><ul><ul><ul><li>But Social Networking tools and media are tactical </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Treat Online Networking as you treat phone calls, emails, meetings or conference attendance </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Empower employees to represent you online as they represent you “offline,” and hold them accountable </li></ul></ul></ul></ul><ul><li>Who owns accountability for Tools and Media? </li></ul><ul><ul><li>Content Creators “own” LinkedIn groups, Flickr accounts, etc. </li></ul></ul><ul><ul><li>IT / programming staff integrate tools and widgets on corporate web site </li></ul></ul>
  20. 20. Ready to get started? Virginia Highland Partners can help you successfully incorporate Social Networking Tools into your web site, and the use of Social Media and Social Networking web sites into your business activities. For more information, visit