Social Networks - Danger, Big Business or simply Big Chance?

Social Networks -
Danger, Big Business or simply
Big Chance?
Martin Ebner

Why Social Media?

http://www.flickr.com/photos/aslanmedia_official/6292167103/

• There are now more than 800 million active Facebook
users

• 200 million accounts were added in 2011
• Facebook is the most visited website on the internet
(reaching one trillion pageviews on June 30 2011)

• 50% log onto Facebook every day
• Over 250 million people access Facebook via their mobile
phone

http://www.flickr.com/photos/sitmonkey/2251266697/
http://thesocialskinny.com/100-social-media-statistics-for-2012/

• Every 60 seconds on Facebook there are:
- 510,000 posted comments
- 293,000 status updates
- 136,000 uploaded photos

• 30 billion pieces of content are shared each month
• In just 20 minutes, over 1 million links are shared, 1.5
million event invites are sent, 1.8 million statuses are
updated, 2 million friend requests are accepted, 2.7
million photos are uploaded, 2.7 million messages are
sent and 10.2 million comments are made


• Twitter has 225,000,000 users
• 190,000,000 tweets are sent on average per day
• 1 billion tweets were sent every five days in 2011
• Japan is the only country where Twitter is more popular
than Facebook

• 55% access Twitter via mobile

http://www.flickr.com/photos/scarlet-ortiz/2908128232

• Google+ was the fastest social network to reach 10
million users at 16 days (Twitter 780 days and Facebook
852)

• Google Plus experienced an increase of 55% in traffic in
December 2011 from November 2011

• Though Google+ is secretive about the number of users,
it has been reported that there are 62 million Google+
users


... but

• There is complete social-media-parallel-world in China
(the country with the biggest amount of internet users)

• RenRen (Facebook‘s complement) reached in Q3 2011
more than 135 million users


Study over 4 years (n=2858) at
Graz University of Technology

• Term 2007/2008 n=578
• Term 2008/2009 n=821
• Term 2009/2010 n=757
• Term 2010/2011 n=702

Communicational Behaviour

Ebner, M., Nagler, W., Schön, M. (2012) Have They Changed? Five Years of
Survey on Academic Net-Generation, ED-Media 2012, accepted, in print

Facebook

• 94% of all freshman use Facebook active
or passive

• Increase of more than 200% compared to
2009

• Decrease of MySpace, StudiVZ and FlickR

• „QR Code“-, „Twitter“-, „Xing“-,
„Dropbox“- and „Etherpad“-User use
Facebook daily per 100%

• Facebook is part of daily student life

Ebner, M.; Nagler, W.; Schön, M. (2011) The Facebook Generation Boon or Bane
for E-Learning at Universities?. - in: World Conference on Educational Multimedia,
Hypermedia and Telecommunications; 2011, S. 3549 - 3557

Definition of Social Media?


Components of Social Media

• Identity and network management
• Information managment
• Interaction and communication

Koch, M., & Richter, A. (2008). Enterprise 2.0: Planung, Einführung und
erfolgreicher Einsatz von Social Software in Unternehmen. München: Oldenbourg.

Definition of Social Media

Ebner, M., & Lorenz, A. (2012). Web 2.0 als Basistechnologien für CSCL-
Umgebungen. CSCL-Lernumgebungen. München: Oldenburg (in press)

Big Issues of Social Media


Twitter for mass communication

&replies&of&the&follower&using&the&@>symbol&

self>perception& Twitter>USER& selection&of& self>perception&
the&full&supply&

FOLLOWER&
as&personality& &selection& TWITTER& as&a&personality&

Tweets&
&design&
in&a&team& experience& as&part&of&the&public&
effect&
in&an&institution&
&
&&& in&social&relationships&
KU&

R&
&force&of&the&message& &force&of&the&medium&
in&social&relationships& &

&
&image&of&the&medium&
&
&

&force&of&the&medium&
(140&character&limit)& &image&of&the&follower&at&the&user&side&

& &image&of&the&user&at&the&follower&side&
public&force&(agenda,&opinions,&
social&norms&and&values)&&

Fig.3:''The'field'schema'of'mass'communication'referring'to'Twitter'

&
Wiesenhofer, H., Ebner, M. & Kamrat, I. (2010). Is Twitter an Individual Mass
Communication Medium?. In C. Crawford et al. (Eds.), Proceedings of Society for
Information Technology & Teacher Education International Conference 2010 (pp.
1712-1717). Chesapeake, VA: AACE.


Social Media = are we addicted to?

„It‘s easier to disclaim having sex and drinking
alcohol or not to smoke, than not checking social
media accounts“

http://www.sueddeutsche.de/wissen/soziale-netze-selbst-
der-sex-muss-warten-1.1277611

Twitter Research Study

„Is Twitter proper to report from a conference in
order to share the event with the scientific
community from outside the conference?“

Ebner, M.; Mühlburger, H.; Schaffert, S.; Schiefner, M.; Reinhardt, W.; Wheeler,
S.(2010) Get Granular on Twitter - Tweets from a Conference and their Limited
Usefulness 1 for Non-Participants. - in: Key competences in the knowledge
society (2010), S. 102 - 113 KCKS ; 2010

Study:

• Educamp Hamburg 2010 (barcamp;
unconference)

• Twitter was monitored from 5.2 – 4.3.2010 (used
Hashtag #ec10hh)

• In summary 2110 tweets were examined
• Two stage analysis – automatically and manually

society (2010), S. 102 - 113 KCKS ; 2010

Categories:
• Irrelevant Tweets
“Who found my drinking cup? #ec10hh”

• Administrative Tweets
“Wifi is not available #ec10hh”

• Topical Discussions
“nice idea of @estudyskills Aggregation of all
student weblogs at Tumblelog gives overview”

• Topical Tweets
“open-learning: initiative on OER usage for
informal education: http://u.nu/4a7ya #ec10hh”
society (2010), S. 102 - 113 KCKS ; 2010

Analysis of particpants:

society (2010), S. 102 - 113 KCKS ; 2010

Detailed Analyses of Tweets

society (2010), S. 102 - 113 KCKS ; 2010

„If we reduce the tweets to those occurring
during the conference period (5th and 6th
February) only 120 posts are of interest at all,
which relates to about 6%“

society (2010), S. 102 - 113 KCKS ; 2010

Number of Tweets at ED-Media 2009

Who is tweeting (ED-Media 2011)?

http://twitter.tugraz.at

Which keywords did the use (ED-Media 2011)?


Which # did you use most (ED-Media 2011)?


Twitter Research Study

Detailed Analysis of 9 E-Learning Researcher

Sharing resources
Discussion
Taking notes
Organisation
Hints to publications
Applications & Tools

Wiesenhofer, H. (2011) Twitter goes Science, Masterthesis,
University of Graz

Dell‘s Digital Conversation Ecosystem

http://www.slidepresenter.com/presentation/951

Social Media in Business

Example Dell:

• Facebook Fans buy more products - on average
27%

• For the first time there is a real time backchannel
• Customers can communicate directly with
employees

http://www.slidepresenter.com/presentation/951

mass phenomenon

From 9pm—10pm EDT alone,
there were over 279,000 tweets
about Michael Jackson, or roughly
78 tweets per second

http://www.webecologyproject.org/2009/08/detecting-
sadness-in-140-characters/
Death of Michael Jackson in 2009

Individual microworld

„I am reading, sharing and like what my friends
are doing. In our microworld my opinions are the
opinions of my friends“

http://www.spiegel.de/wissenschaft/mensch/
0,1518,804806,00.html

Individual microworld

„People did not become similar - there are
similiar otherwise they would not become friends“

http://www.spiegel.de/wissenschaft/mensch/
0,1518,804806,00.html

Privacy?

ScientistS

http://itunes.apple.com/at/app/scientists/id397322548?mt=8

Big Data allows us new insights

!
http://affinitybrowser.semanticprofiling.net/

Summary

Social Media means communication;
communication in a completly new way, in real time,
directly, shortly and succinctly.


Slides available at: http://elearningblog.tugraz.at

SOCIAL LEARNING
Computer and Information Services


Martin Ebner
martin.ebner@tugraz.at
mebner http://elearning.tugraz.at

Social Networks - Danger, Big Business or simply Big Chance?

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