Not just living on a platform like Facebook- Can consist of a profile, activities, connections, contacts, etc.- Any application that uses social data from users- LivingSocial share to 3 friends for a free purchase- Using Facebook social data
Graph = our connections to people and things- Sharing = how we share our content and activities- relationships = how we follow and interact with people
- Person to person relationships- Entity relationships- Direct relationship = greatest benefit for companies
- Cluster in groups (no connect)- Easy part: clustering- Bad part: manual grouping- Hard part: privacy (Google Buzz story)
Opt-in = user has to enable sharing before activities are pushedOpt-in example = location based app that has to request your permission to use your locOpt-out = activity push enabled by default and user has to disable to stopMost companies use a blend, where activities are promoted to a “trusted” group like friends
Follower (Twitter) – user has a one to many relationshipConnection (Facebook) – user has a one to one relationshipGroup (Y! / Google Groups - simple) – user has a one to few relationshipPrivacyFollower – content is mostly public (unless you take extensive steps like protecting tweets)Connection – Complex & confusing security (not sure what sharing) especially with hosted application environmentsGroup – simple version is quite secure, complex version is almost impossible since it’s about understanding human relationships
Activity = Jon added a photo to his albumComment Activity = Heather / Kimberly posted a comment on a photo