Facebook: Technologies and     Societal ImpactHo Ka Chun Kelvin      2010581038Li Ho Hin, Kelvin      3035008958Lo Ka Ming...
Outline         Background of Facebook Technology                          Kelvin Li                     Positive impact  ...
Data Management and Server Centres• To operate Facebook normal operations• To serve as a data centre to save data         ...
Open Compute Project•   Oregon data centre•   PUE of average 1.075•   Centralized chillers are removed•   Traditional UPS ...
Facebook Website Architecture• Front End  – operate the Facebook functions• Back End  – create and provide Facebook functi...
Front End• Linux and Apache• Database and My SQL• PHP and Memcache                           6
Back End• Create a service or function to add new  feature in Facebook• Create a framework or a toolset for ease of  creat...
Essential Tools•   Thrift (For Protocol)•   Scribe (For Log Server)•   Cassandra (For Database)•   HipHop for PHP         ...
Advanced Features•   Face recognition•   Augmented reality•   iPhoto (Apple)•   Goggles (Google)•   Privacy issues        ...
Economics of Facebook                        10
Introduction• Facebook is not just for keeping tables on friends  and filling out quizzes – it can also be used as a  high...
Using the Facebook as web business                                     12
13
Pros and Cons of application/games           on Facebook                                 14
Pros• Lager numbers of ‘customers’ or ‘visitors’  on Facebook• Web based development• Only requires simple software skill,...
• The average game costs between $100,000  and $300,000 to produce and the  apps even lower but for games that become  hit...
Cons• Cannot attract others field of ‘customer’• Larger numbers of similar apps, difficult to  sustain one apps• Less boun...
Using the Facebook as advertisement        of traditional business                                      18
19
Facebook provides 11 targeting            factors for advertisers•   Location•   Age•   Birthday•   Sex•   Keywords•   Edu...
Pros and Cons of advertisement  through pages/groups from      traditional business                                 21
Pros• Direct customer service for enquiries• High friends network to spread out the  advertisement• Opportunity to interac...
Cons• Unforeseeable advertisement outcome• Need to monitor the advertisement  performance and adjust accordingly• Long ter...
Conclusion• Facebook is not only changing the social  habits of people but it is a revolution of  business on web• Changin...
25
Social interactionSOCIAL INTERACTION                     26
Social interaction (positive)• Keep in touch with friends• Know better about new friends without face-  to-face meetings• ...
Time Consuming• Changes the way people interact with others• Tends to use Facebook for electronic  interaction instead of ...
Communication Skills• Reading body language and showing physical  support are undermined• Some extreme cases develop stamm...
Shape how to view social relationships• Number of general friends they had• (They would greet to if unexpectedly seen)• Di...
Uniformity / Conformity• Movies/music videos (e.g. You are the apple of  my eye)• Post, response or click “like” button• M...
A False Sense of Trust• Post problems on Facebook rather than  discuss with loved ones and relatives• Relationships betwee...
Crime• Threats, intimidation, bullying & harassment• A suicide pact:   – One student from St. Joan of Arc Catholic     Sch...
FACEBOOK AND HEALTH ASPECT                             34
• more visual empathy to their online               1      friends                    • introverted teens overcome their  ...
Dr. Aric Sigman (Biologist) warned that lack offace to face interaction would have biologicaladverse effect     • Alter ge...
Overuse of Facebook                                        leads to psychological                                         ...
Facebook depression• coined by Dr. Gwenn O’Keeffe• may demonstrate classic  symptoms of depression• status updates and pho...
• Real world boredom  (Dr Himanshu Tyagi )  – Users can delete what they don’t    like and can blink eyes in order to    s...
• Attention deficit disorder Lady Greenfield, professor of synaptic pharmacology at Lincoln college, Oxford rewrite the y...
Facebook game• affect negatively to moral  development of young• deliver unhealthy  message• examples: Texas Holdem  Poker...
PRIVACY ISSUES OF FACEBOOK                             42
Survey (by Jones & Soltren in 2005) 91% had not read the Terms of Service 89% had never read the Privacy Policy 47% believ...
Survey (cont’d)63.45% never friend strangers28.72% friend strangers on occasion7.83% claim to friend strangers            ...
Results of the surveymore personal data and information available on Facebookhigher risk of privacy leakage to the third...
The New York Times (Bilton, 2011)• Facebook had changed the users’ privacy  settings to automatically  enable facial recog...
The NYT (cont’d)            users can disable the feature by going             to the account privacy settings and        ...
What should Facebook actually do?        notify the users of the release of new        features        ask users formally ...
Are you snooped by Facebook Apps?• A couple hundred million apps, made by  tens of thousands of software  developers• How ...
50
Tools to protect your privacy on FB• Social Monitor     • uProtect.it                                     51
Social Monitor•   From Unsubscribe.com•   Works on Firefox, Chrome, Safari•   Offers app developer’s reputation•   Issues ...
• From Reputation.com• Works on Firefox, Chrome• Offers privacy ratings that consider a certain  app is likely to need cer...
Social Monitor, uProtect.it• Both are browser plug-ins• scan the FB account to see  what application the user uses• score ...
Conclusion• Good• Bad• Advice:  – Users should be aware of    drawbacks  – parents should guide their children    on how t...
ReferencesBilton, N. (2011, June 7). Facebook changes privacy settings to enable facial    recognition. The New York Times...
References (cont’d)Lockton J. (2011). THE HALS REPORT, The social impact of Facebook in 2011.   Retrieved from http://www....
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Facebook: Technologies and Societal Impact

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Ho Ka Chun Kelvin, Li Ho Hin, Kelvin, Lo Ka Ming Terrence, Sze Chi Chun, Carrie, Wong Ka Yan, Karen

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  • The best recognition photos come from 10 megapixel photosRead more: http://www.news.com.au/technology/how-to-get-around-facebooks-new-face-recognition/story-e6frfro0-1226071893284#ixzz1e1zqPZPr
  • Facebook: Technologies and Societal Impact

    1. 1. Facebook: Technologies and Societal ImpactHo Ka Chun Kelvin 2010581038Li Ho Hin, Kelvin 3035008958Lo Ka Ming Terrence 2010114641Sze Chi Chun, Carrie 2010564482Wong Ka Yan, Karen 2010553299 1
    2. 2. Outline Background of Facebook Technology Kelvin Li Positive impact Economy (Terrence Lo) Social life (Karen Wong) Negative ImpactSocial interaction Health (Carrie Sze) Privacy (Kelvin Ho) (Karen Wong) 2
    3. 3. Data Management and Server Centres• To operate Facebook normal operations• To serve as a data centre to save data 3
    4. 4. Open Compute Project• Oregon data centre• PUE of average 1.075• Centralized chillers are removed• Traditional UPS systems are eliminated• A 480V to 208V transformation is removed• Ethernet-powered LED lighting• Passive cooling infrastructure 4
    5. 5. Facebook Website Architecture• Front End – operate the Facebook functions• Back End – create and provide Facebook functions 5
    6. 6. Front End• Linux and Apache• Database and My SQL• PHP and Memcache 6
    7. 7. Back End• Create a service or function to add new feature in Facebook• Create a framework or a toolset for ease of creation of services• Use the appropriate programming language to finish the task 7
    8. 8. Essential Tools• Thrift (For Protocol)• Scribe (For Log Server)• Cassandra (For Database)• HipHop for PHP 8
    9. 9. Advanced Features• Face recognition• Augmented reality• iPhoto (Apple)• Goggles (Google)• Privacy issues 9
    10. 10. Economics of Facebook 10
    11. 11. Introduction• Facebook is not just for keeping tables on friends and filling out quizzes – it can also be used as a highly effective tool for business.• Using the Facebook as web business e.g. applications, games• Using the Facebook as advertisement of traditional business e.g. pages,groups 11
    12. 12. Using the Facebook as web business 12
    13. 13. 13
    14. 14. Pros and Cons of application/games on Facebook 14
    15. 15. Pros• Lager numbers of ‘customers’ or ‘visitors’ on Facebook• Web based development• Only requires simple software skill, hence large numbers of apps can be developed within a short period of time 15
    16. 16. • The average game costs between $100,000 and $300,000 to produce and the apps even lower but for games that become hits, marketing budgets can skyrocket into the millions as the game grows over months. 16
    17. 17. Cons• Cannot attract others field of ‘customer’• Larger numbers of similar apps, difficult to sustain one apps• Less boundary of developing apps/games 17
    18. 18. Using the Facebook as advertisement of traditional business 18
    19. 19. 19
    20. 20. Facebook provides 11 targeting factors for advertisers• Location• Age• Birthday• Sex• Keywords• Education• Workplaces• Relationship• Interested In• Languages• Connections 20
    21. 21. Pros and Cons of advertisement through pages/groups from traditional business 21
    22. 22. Pros• Direct customer service for enquiries• High friends network to spread out the advertisement• Opportunity to interact directly with that individual and build a relationship• Target a specific group of costumers more efficiency thought the targeting factors 22
    23. 23. Cons• Unforeseeable advertisement outcome• Need to monitor the advertisement performance and adjust accordingly• Long term advertisement when comparing with traditional one 23
    24. 24. Conclusion• Facebook is not only changing the social habits of people but it is a revolution of business on web• Changing the applications and games companies into the new business form• It seems that economics of Facebook will be more rapidly increasing and last for quite a long time 24
    25. 25. 25
    26. 26. Social interactionSOCIAL INTERACTION 26
    27. 27. Social interaction (positive)• Keep in touch with friends• Know better about new friends without face- to-face meetings• Increase the size of one’s social network• Know the up-to-date social issues• Enrich social life 27
    28. 28. Time Consuming• Changes the way people interact with others• Tends to use Facebook for electronic interaction instead of face to face interaction• Between classes and during work• A self-report from Facebook: users averagely spend 55 minutes daily on Facebook• Facebook serve as applications in smartphones 28
    29. 29. Communication Skills• Reading body language and showing physical support are undermined• Some extreme cases develop stammer  inhibit verbal conversation  build up a vicious cycle to it• difficult to socialize in the real world 29
    30. 30. Shape how to view social relationships• Number of general friends they had• (They would greet to if unexpectedly seen)• Difficulty in answering• Number of friends they have in Facebook• Give a quick and precise answer• Focus on the quantity instead of quality of friends• More superficial and less real friends 30
    31. 31. Uniformity / Conformity• Movies/music videos (e.g. You are the apple of my eye)• Post, response or click “like” button• Most “like” = most popular• Some people may conform with others• Lack of uniqueness and divergence  no improvement 31
    32. 32. A False Sense of Trust• Post problems on Facebook rather than discuss with loved ones and relatives• Relationships between friends and family members will be weakened 32
    33. 33. Crime• Threats, intimidation, bullying & harassment• A suicide pact: – One student from St. Joan of Arc Catholic School was to commit suicide every two weeks – 17 names of students were declared that they would take their own lives – Two students really did this and the dates were exactly two weeks apart• The influence of cyber crime 33
    34. 34. FACEBOOK AND HEALTH ASPECT 34
    35. 35. • more visual empathy to their online 1 friends • introverted teens overcome their 2 shyness and share views with others •  Good to an individual ‘s growth 3Many people addicted to Facebook( about 350 millionusers, nearly one million children across the world ) 35
    36. 36. Dr. Aric Sigman (Biologist) warned that lack offace to face interaction would have biologicaladverse effect • Alter gene action 1 • Depress immune response and hormone level 2 • Affect mental function 3 • Risk of health problem increase 4 36
    37. 37. Overuse of Facebook leads to psychological problems, such as narcissism, aggressive behaviors, anxietyDr. Larry Rosen (professor of psychology at CaliforniaState University) 37
    38. 38. Facebook depression• coined by Dr. Gwenn O’Keeffe• may demonstrate classic symptoms of depression• status updates and photos of happy-looking people having great times  inadequacy, jealousy, and low self-esteem 38
    39. 39. • Real world boredom (Dr Himanshu Tyagi ) – Users can delete what they don’t like and can blink eyes in order to swap an unacceptable identity find the real world boring and unstimulating put less value /effort on their real world identities 39
    40. 40. • Attention deficit disorder Lady Greenfield, professor of synaptic pharmacology at Lincoln college, Oxford rewrite the young’s brain -harder to concentrate in class -permanently distracted -shorter attention spans 40
    41. 41. Facebook game• affect negatively to moral development of young• deliver unhealthy message• examples: Texas Holdem Poker and Happy Farm 41
    42. 42. PRIVACY ISSUES OF FACEBOOK 42
    43. 43. Survey (by Jones & Soltren in 2005) 91% had not read the Terms of Service 89% had never read the Privacy Policy 47% believed Facebook could not share their information with other companies 43
    44. 44. Survey (cont’d)63.45% never friend strangers28.72% friend strangers on occasion7.83% claim to friend strangers 44
    45. 45. Results of the surveymore personal data and information available on Facebookhigher risk of privacy leakage to the third partiesGood Facebook security strategy:only add people whom you know in real life to access to their profile information 45
    46. 46. The New York Times (Bilton, 2011)• Facebook had changed the users’ privacy settings to automatically enable facial recognition• Detect a user’s face in an image• Help user add tags of friends in photos• Changed without user’s knowledge or consent 46
    47. 47. The NYT (cont’d) users can disable the feature by going to the account privacy settings and clicking “customize settings” This suggested multi-stepprocedure is confusing and troublesome 47
    48. 48. What should Facebook actually do? notify the users of the release of new features ask users formally if they would like to change their privacy settings to activate the new features 48
    49. 49. Are you snooped by Facebook Apps?• A couple hundred million apps, made by tens of thousands of software developers• How to separate the good from the bad?• How to know if the apps you’ve installed are OK? 49
    50. 50. 50
    51. 51. Tools to protect your privacy on FB• Social Monitor • uProtect.it 51
    52. 52. Social Monitor• From Unsubscribe.com• Works on Firefox, Chrome, Safari• Offers app developer’s reputation• Issues recommendations about whether you should remove an app 52
    53. 53. • From Reputation.com• Works on Firefox, Chrome• Offers privacy ratings that consider a certain app is likely to need certain data• Lets users disable certain permissions requested by a given app & delete it altogether 53
    54. 54. Social Monitor, uProtect.it• Both are browser plug-ins• scan the FB account to see what application the user uses• score the user’s privacy levels• help the user delete any apps you don’t want to keep 54
    55. 55. Conclusion• Good• Bad• Advice: – Users should be aware of drawbacks – parents should guide their children on how to play Facebook properly – only add friends whom you know in real life 55
    56. 56. ReferencesBilton, N. (2011, June 7). Facebook changes privacy settings to enable facial recognition. The New York Times. Retrieved from http://bits.blogs.nytimes.com/2011/06/07/facebook-changes-privacy- settings-to-enable-facial- recognition/?scp=3&sq=facebook%20privacy&st=cseEvans, M. K. (2009). 32 ways to use facebook for business. Retrieved from http://gigaom.com/collaboration/32-ways-to-use-facebook-for-business/Hindustan Times. (2011.). A Million Kids Adducted to Facebook. Retrieve from http://www.hindustantimes.com/HTNext/KidsZone/A-million-kids- addicted-to-Facebook/Article1-764666.aspxJones, H., & Soltren, J. H. (2005). Facebook: threats to privacy. Retrieved from http://www.google.com.hk/url?sa=t&rct=j&q=facebook%2Bprivacy&sourc e=web&cd=4&ved=0CEIQFjAD&url=http%3A%2F%2Fciteseerx.ist.psu.edu %2Fviewdoc%2Fdownload%3Fdoi%3D10.1.1.112.3154%26rep%3Drep1%2 6type%3Dpdf&ei=b4K_TrCpFqGjiAfTu_DxBA&usg=AFQjCNHAc7KfTPs6kpD EmXEtWFhwW2WrHA 56
    57. 57. References (cont’d)Lockton J. (2011). THE HALS REPORT, The social impact of Facebook in 2011. Retrieved from http://www.thehalsreport.com/2011/01/the-social- impact-of-facebook-in-2011/Mail Online. (2009). How Using Facebook Could Raise Your Risk of Cancer. Retrieve from http://www.dailymail.co.uk/health/article-1149207/How- using-Facebook-raise-risk-cancer.html#ixzz1dxwerSOiO’Neill, N. (2009). 10 rules for advertising on facebook. Retrieved from http://articles.businessinsider.com/2009-07- 16/tech/30073056_1_facebook-advertising-target-marketRichmond, R. (2011.) How to see if your facebook apps are snooping on you. The New York Times. Retrieved from http://gadgetwise.blogs.nytimes.com/2011/07/06/how-to-see-if-your- facebook-apps-are-snooping-on- you/?scp=20&sq=facebook%20privacy&st=cseSnead J. (2011) Parish Adam, Understanding the web, The Social Impact of Facebook. Retrieved from http://socialimpact.wikispaces.com/The+Social+Impact+of+Facebook 57

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