Social Computing – The Promise And The Perils Final
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Social Computing – The Promise And The Perils Final



Presented this at the Study Circle of SIRC of ICAI on July 13th.

Presented this at the Study Circle of SIRC of ICAI on July 13th.



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  • "The user walks up on a small platform in front of the machine, writes a brief message on a continuous strip of paper and drops a coin in the slot. The inscription moves up behind a glass panel where it remains in public view for at least two hours so that the person for whom it is intended may have sufficient time to observe the note at the appointed place. The machine is similar in appearance to a candy-vending device."
  • The company objectives were twofold: to provide in-house computer processing support to Golden United Life Insurance Co.; and to develop as an independent business in the computer time-sharing industry, by renting time on its PDP-10midrange computers during business hours. It dominated the field during the 1980s and remained a major player through the mid-1990s, when it was sidelined by the rise of services such as AOL with monthly subscriptions rather than hourly rates.
  • CBBS (Computerized Bulletin Board System) was a computer software program created by Ward Christensen to allow him and other computer hobbyists to exchange information between one another. Because the Internet was still small and not available to most computer users, users had to dial CBBS directly using a modem. Also because the CBBS hardware and software supported only a single modem for most of its existence, users had to take turns accessing the system, each hanging up when done to let someone else have access. Despite these limitations, the system was seen as very useful, and ran for many years and inspired the creation of many other bulletin board systems.
  • Sir Timothy John "Tim" Berners-Lee, OM, KBE, FRS, FREng, FRSA (born 8 June 1955[1]), also known as "TimBL", is a Britishphysicist, computer scientist and MIT professor, credited for his invention of the World Wide Web, making the first proposal for it in March 1989.[2] On 25 December 1990, with the help of Robert Cailliau and a young student at CERN, he implemented the first successful communication between a Hypertext Transfer Protocol (HTTP) client and server via the Internet.
  • LiveJournal was started on April 15, 1999 by Brad Fitzpatrick as a way of keeping his high school friends updated on his activities.[6] In January 2005, blogging software company Six Apart purchased Danga Interactive, the company that operated LiveJournal, from Fitzpatrick. Six Apart sold LiveJournal to Russian media company SUP in 2007
  • One-line one-to-many messaging service Twitter is aflame during the South by Southwest Interactive conference. The techies, bloggers, and various citezenry-of-media are pumping the service with constant web, IM and SMS messages. Twitter staffers Jack and Alex tell me that the site, which normally carries around 20 thousand messages a day, broke 60 thousand a day this weekend. This traffic boost should add a strong layer of new permanent users. In the next year, Twitter could make a Facebook-sized blowup among the general public.

Social Computing – The Promise And The Perils Final Social Computing – The Promise And The Perils Final Presentation Transcript

  • Social Computing – The Promise and the Perils
    Kannan Subbiah FCA, CISA
    Sr. Manager - Solution Architecture
    Knowledge Universe Technologies India Pvt Ltd, Chennai
  • Agenda
    • The Revolution
    • The Evolution
    • The Drivers
    • The Promises
    • The Perils
    • Conclusion
  • The Revolution►
  • Social Media – A Fad?
    • Mobile phones double up as internet access device
    • Digital Cameras have the ability to connect to internet and share photos
    • TVs double up as PCs
    • Gadget manufacturers are now thinking of engaging the Social Media Fans some how.
  • Something meaningful is happening
  • world is becoming interconnected
  • It affects everyone …
  • Social Media Revolution
    A Flash Movie
  • The Evolution►
  • Social Networking in real world
    Conferences / Meetings
    Specific reference from friends
    Campaigns / Road shows to reach newer customers
    Social get together
  • The Evolution – 1930
  • The Evolution – 1969
  • The Evolution – 1978
    Ward Christensen
  • The Evolution – 1989
  • The Evolution – 1989
  • The Evolution – 1999
  • The Evolution – 2003
  • The Evolution – 2004
  • The Evolution – 2004
  • The Evolution – 2006
  • The Evolution – 2007
  • The Evolution – 2007
  • The Evolution – 2008
  • The Evolution – 2010
  • The Drivers►
  • Internet Growth
    High Speed Internet
    Evolution of Powerful PCs
    Other devices
    Evolution of Web technologies
    Open Source development tools
  • Rich Media
    Photos & Photo tagging
    Videos & Video tagging
    Personalized content
    Highly intuitive applications
    Online Games
  • Services Orientation
    APIs to extend interaction with Applications
    Identity Sharing
    Profile sharing
    Content posting
    Friend Lists
  • Tools & Technologies
    Web 2.0
    Open Source Tools
    Open Standards
    Platform for developers
    Platform for business entities
    Distributed computing
  • The Promises►
  • You are the Ad
    Higher reach
    The power of referrals
    Rich media support
    Know better about the target customers
  • Power of Communities
    Increased Trust
    73 of the Fortune 100 companies use LinkedIn’s hiring solutions
    Used for background checks
    New Opportunities and businesses
    Brand building
  • Drives the Web
    A model based on the connections between people and all the things they care about.
    Well on its way to being built and providing value to both users and developers — the underlying graph of connections just needs to be mapped in a way that makes it easy to use and interoperable.
  • Proof of Concepts
    3 billion photos uploaded each month
    Biggest photo site – bigger than all other photo sites added up.
    Over 250 Applications
    A million users every month
    80000 connect implementation
    Interconnected data – a challenge for partitioning
  • Enablers
    Expansion of SaaS beyond traditional business applications due, for instance to cloud computing;
    Increasing mobility thanks to wireless technology;
    Virtualization and Portability of data to support mobility but also to cut storage costs
  • Enablers
    Social networking on top of Web 2.0 tools that “has become a way to leverage enterprise knowledge, customer-based business intelligence and more”;
    Web and video collaboration that are expected to be adopted by a majority of companies.
  • Other benefits
    Old Friends
    Society and new friends
    Jobs and opportunities
    Activities and hobbies
    Pictures, video and entertainment
    Geo Tagging
  • Privacy
    Content shared across diverse communities
    Applications being granted access to your profile data
    Security holes in the third party APIs
  • Data Leak
    • Legal, Regulatory and Financial Impacts
    • Damage to Image and Credibility
    • Loss of Competitive Advantage
  • Addiction
    Drop in productivity at work and at home
    End up with unwanted / unhealthy acquaintances
    Changed the way of interactions
  • Primary Attack Vectors
    Malicious Content / Applications
    Increasing monitoring & control needs
    Not Just Technology that can help
    Identity Theft
    Using same password for all websites
  • Cyber Warfare
    Easy to build and groom a community
    Deploy malicious applications to steal profile information
    Politically motivated foreign nation attacks
  • China – Cyber warfare
    “Just as nuclear warfare was the strategic war of the industrial era, cyber-warfare has become the strategic war of the information era, and this has become a form of battle that is massively destructive and concerns the life and death of nations.”
    Source: TNW Asia, June 03, 2011
  • Enterprise Challenges
    Bandwidth Management
    Content Filtering
    Inappropriate content in the workplace
    Managing Streaming Video
    Forbidden files on to the network
  • Enterprise View
    Situation is not new
    When World Wide Web took off
    When Gaming took off
    Camera Mobiles
    “We don’t have a choice on whether we DO social media, the question is how well we DO IT”
    - Erik Qualman
  • Conclusion►
  • Quote - 1
    “More companies are discovering that an über-connected workplace is not just about implementing a new set of tools — it is also about embracing a cultural shift to create an open environment where employees are encouraged to share, innovate and collaborate virtually.”
    – Karie Willyerd & Jeanne C. Meister,
  • Quote - 2
    “We don't monitor what Intel staff do in social media but we do have lots of support services for them. Facebook is important to Intel because it is a place where people can get advice. We have more than 80 thousand fans on Facebook. There is a return on investment in social media. It's hard but it's not true that you cannot calculate an ROI.”
    - by Ekaterina Walter, social media strategist at Intel.
  • Quotes - 3
    "Organisations' IT departments will need help in planning against and managing social media threats - so businesses operations can safely enjoy the benefits,“
    - Andrew Mckeeve, COO at Bluesource.
  • CIO Speak
    “Earlier our organization was also against social media owing to apprehension of employee productivity loss, but now we have started taking baby steps to use social media”
    - Umesh Jain, CIO YES Bank.
    “we neither have any separate social media policy nor do we feel the need to have any. But, we have a set of guidelines for the code of conduct to be followed strictly by each people”
    - Anoop Handa, CIO Fullerton Securities
  • How to be Safe?
    If an offer sounds too good to be true, it probably is.
    If you can't think of a good reason you were singled out for a windfall, it's probably a scam.
    Don't believe things just because they are stated in e-mail or on Web sites.
    Don't click on alluring links without thinking through the possible consequences.
    Never provide personal or company information unless you are certain of the identity and authority of the person requesting it.
  • How to be Safe?
    Never reveal personal and financial information via e-mail or by following links to sites to enter such information.
    If you doubt the legitimacy of e-mail, contact the sender by a separate channel you look up.
    Check URLs of sites you visit to be sure they are the URLs you actually want, not a similarly named ones that may be malicious.
    Don't send sensitive information over the Internet if you aren't confident of the site's security.
    Be suspicious of unsolicited phone calls and e-mails seeking information about your business and employees.
  • Finally
    Social is all about providing context, a rich environment of data points that a streamlined workflow would be lacking otherwise.
    The challenge is to make this context useful, both from a social networking perspective and from an unstructured data perspective
  • Thank You
    reach me @