Social networking as enabler of social responsibility and sustainability
Social networking as enabler University of Zagreb of social responsibility and sustainability Assist. Prof. Vedran Podobnik, Ph.D. Faculty of ElectricalEngineering and Computing & SUSCOMTEC 2012 Student Working Group 6European Student Meeting 6-18 May 2012 Valencia, Spain
Outline social networking & social responsibility social network services why responsible communities need social networking? examples of existing social network services for encouraging and enabling social responsibility examples of existing social network services for encouraging and enabling social irresponsibility conclusionsSUSCOMTEC 2012 May 2012 2 of 82
Networks are everywhere… Computer Television Electrical network network network Social Networked Innovation network economy network Universities Communication network networkSUSCOMTEC 2012 May 2012 4 of 82
What is a Network? a set of nodes interconnected via links the purpose of exchange various topologies link nodeSUSCOMTEC 2012 May 2012 5 of 82
What is a Social Network? a set of actors interconnected via relationships actors: people, groups of people, organisations relationships: acquaintance, familiar bond, dislike, … common interest connects involved actors based on actor profiles creating principle explicit implicitSUSCOMTEC 2012 May 2012 6 of 82
Research conducted on large social networks has principallyconcerned interviews, enterprise human resources mining, orscientific publications references. However, since its birth in1992, the web has provided many ways of interaction betweenpeople, revealing social network structures, a phenomenonamplified by the emergence of the web 2.0.Social networks have been extracted from emailcommunications, hyperlink structure of home pages, co-occurrence of names, and from web 2.0 applications.
The first representations of Degree centrality considers nodessocial network were with the higher degreessociograms where people are (number of adjacent edges).represented by points and Closeness centrality is based on therelationships by lines average lengthconnecting them. of the paths (number of edges) linking a node to others and reveals the capacity of a node to be reached. Betweenness centrality focuses on the capacity of a node to be an intermediary between any two other nodes.The web is now a major medium of communication in our society and, as aconsequence, an element of our socialization. The huge number of humaninteractions through web 2.0 platforms reveal real social networks, andunderstanding their life cycles is one of the challenges of knowledgesciences.
What is a Social Responsibility? Social responsibility is an ethical ideology or theory that an entity, be it an organization or individual, has an obligation to act to benefit society at large. This responsibility can be passive, by avoiding engaging in socially harmful acts, or active, by performing activities that directly advance social goals. WikipediaSUSCOMTEC 2012 May 2012 11 of 82
Social responsibility - definitionAn ethical ideology or theory that an entity hasan obligation to act to benefit society at large entity: an organization or individual their action impact the environment It can be: passive active
Types of social responsibility Social responsibility CSR SSR Corporate Social Responsibility (CSR) Scientific Social how companies manage the Responsibility business processes to produce Activities that aim an overall positive impact at keeping science on society in regard to values that are generally acknowledged inOuter cycle Inner cycle society
Examples (1) METHOD • While cleaning products historically contained hazardous chemicals, Method was able to make safe and effective home and personal cleaning products derived from natural ingredients such as soy, coconut and palm oils. • The products also come in environmentally responsible, biodegradable packaging. STARBUCKS COFFEE • The company supports products such as Ethos Water, which brings clean water to the more than 1 billion people who do not have access.
Examples (2) PEDIGREE • Pedigree dog food built its brand by focusing on the need for people to adopt homeless dogs. Funding the support and care of these animals and sponsoring a national adoption drive, Pedigrees 2009 goal was to distribute $1.5 million in grants to 1,000 shelters and breed rescues. TOMS SHOES • Toms Shoes started on the premise that for every pair of shoes sold, one pair would be donated to a child in need. • Toms Shoes recognized that consumers want to feel good about what they buy, and thus directly tied the purchase with the donation. In just four years, Toms Shoes has donated more than 400,000 shoes, evidence that consumers have clearly embraced the cause.
Examples (3)NikeBAD• employs 23,000 people in North America, Europe, Asia Pacific, and Latin America (Nike, 2005)• The international human rights organization Global Exchange has reported that Nike employees in developing countries are: • forced to work excessive hours, • not paid enough to meet their most basic needs, • subject to violent intimidation if they speak out about labor abuses (Connor, 2001).GOOD• At the same time, Nike claims to be committed to alleviating poverty by improving the well being of disadvantaged adolescent girls in the developing world. The company has also donated US$1 million to relief organizations providing aid to the victims of the December 2004 tsunamis (Nike, 2005)
Social Network ServicesSocial networking enabled by ICT general social network Facebook, Twitter, … academic social network corporate social network external LinkedIn internalSUSCOMTEC 2012 May 2012 18 of 82
Corporate Social Network (CSN)External CSN – the LinkedIn exampleSUSCOMTEC 2012 May 2012 19 of 82
Corporate Social Network (CSN)Internal CSN – a definition Internet vs. intranet external CSN vs. internal CSN Internal CSN (community/employee network) „social intranet” identifyingand encouraging “star” employees maintaining the corporate knowledge pool sharing company and employee news and press releases stimulating ideation (idea generation) improving communication, transparency, trust and empowerment of employees by flattening company hierarchy …SUSCOMTEC 2012 May 2012 20 of 82
Corporate Social Network (CSN)Internal CSN – examples 24% companies already have internal CSN (*) competitive advantage „it’s all about the people” Google Moma Yahoo! Backyard IBM Beehive Microsoft Web + Townquare * 2010 Intranet 2.0 Global StudySUSCOMTEC 2012 May 2012 21 of 82
Corporate Social Network (CSN)Part of a comprehensive responsibility strategy http://apps.facebook.com/godisnjak effectively communicating organization’s efforts maximizing the return on organization’s initiatives sharing organization’s commitment and results an easy and inexpensive way to effectively target interested audience shape a specific message around the results your company is achievingSUSCOMTEC 2012 May 2012 22 of 82
Why responsible communities need social networking?
Social networking for social responsibilityJust seven years ago, Zuckerberg’s Facebook did not even exist “For connecting more than half a billion people and mapping the social relations among them, for creating a new system of exchanging information and for changing how we live our lives”, Mark Zuckerberg was named TIME’s 2010 Person of the YearSUSCOMTEC 2012 May 2012 24 of 82
Social networking for social responsibilityThe importance of social networking in peoples’ everyday lives (1) breaking the barrier of “borders, languages and cultures” social networking as a tool for fostering social responsibilitySUSCOMTEC 2012 May 2012 25 of 82
Social networking for social responsibilityThe importance of social networking in peoples’ everyday lives (2) social networking consumes twice as much of our online time as any other activitySUSCOMTEC 2012 May 2012 26 of 82
Social networking for social responsibilityThe importance of social networking in peoples’ everyday lives (3)SUSCOMTEC 2012 May 2012 27 of 82
Social networking for social responsibilityThe importance of social networking in peoples’ everyday lives (4) http://www.zdnet.com/blog/facebook/facebook-is-destroying-google-in-time-spent-online-chart/4183SUSCOMTEC 2012 May 2012 28 of 82
Social networking for social responsibilityPopular social networks in numbers Facebook 900+ million active users the average user spends more than 55 minutes per day on Facebook over 1.5 million business pages Twitter 200+ million registered users (100+ million active) 150 million tweets (March 2011) sent per day 1750 tweets per second LinkedIn 150+ million professionals, including all Fortune 500 companies Foursquare 15+ million registered users Google+ 175+ million registered users 625 thousand new users daily (400 billion until the end of 2012?)SUSCOMTEC 2012 May 2012 29 of 82
FacebookSocial graphSUSCOMTEC 2012 May 2012 30 of 82
Examples of existing socialnetwork services for encouragingand enabling social responsibility
Examples (1) Global Disaster Relief on Facebook http://www.facebook.com/DisasterRelief a collaborative resource for individuals, non-profits, governments and industry to raise awareness for those in need around the world relief organizations can highlight their needs during times of crisis join by becoming a fan and by continuing to support relief efforts along with your friends 500+ thousand fansSUSCOMTEC 2012 May 2012 32 of 82
Japan earthquake and tsunami 2011How news spread on Facebook via status messages? (1) 4.5 million status updates from 3.8 million users across the world on March 11 that mentioned “Japan” “earthquake” “tsunami” Most of these status updates shared news, reports and prayers For some, Facebook provided a way to quickly get in touch with loved ones in devastated areasSUSCOMTEC 2012 May 2012 33 of 82
Japan earthquake and tsunami 2011How news spread on Facebook via status messages? (2)SUSCOMTEC 2012 May 2012 34 of 82
Japan earthquake and tsunami 2011How news spread on Facebook via status messages? (3)SUSCOMTEC 2012 May 2012 35 of 82
Japan earthquake and tsunami 2011How news spread on Facebook via status messages? (4)SUSCOMTEC 2012 May 2012 36 of 82
Japan earthquake and tsunami 2011How news spread on Facebook via status messages? (5)SUSCOMTEC 2012 May 2012 37 of 82
Japan earthquake and tsunami 2011How news spread on Facebook via status messages? (6)SUSCOMTEC 2012 May 2012 38 of 82
Japan earthquake and tsunami 2011How news spread on Facebook via status messages? (7)SUSCOMTEC 2012 May 2012 39 of 82
Japan earthquake and tsunami 2011How news spread on Facebook via status messages? (8)SUSCOMTEC 2012 May 2012 40 of 82
Japan earthquake and tsunami 2011How news spread on Facebook via status messages? (9)SUSCOMTEC 2012 May 2012 41 of 82
Japan earthquake and tsunami 2011How news spread on Facebook via status messages? (10)SUSCOMTEC 2012 May 2012 42 of 82
Japan earthquake and tsunami 2011How news spread on Facebook via status messages? (11)SUSCOMTEC 2012 May 2012 43 of 82
Examples (2)Twitter as a go-to service in emergencies a real-time information network that connects users to the latest information about what they find interesting find the most compelling public streams follow the conversations each tweet is 140 characters in length convenient service for emergency management enables immediate and intense reactionSUSCOMTEC 2012 May 2012 44 of 82
Japan earthquake and tsunami 2011Citizens’ reaction on Twitter less than an hour after the quake country’s phone system knocked out the number of tweets coming from Tokyo were topping 1200 per minuteSUSCOMTEC 2012 May 2012 45 of 82
Japan earthquake and tsunami 2011Japanese Power Company creates Twitter account for nuclear plant updates Tokyo Electric Power Company (TEPCO) has created a Twitter account for its nuclear power plants keeping Japanese residents, and the rest of the world, informed about the plants that were damaged by the March 11 earthquake and tsunami notifying people of power blackouts and radiation leaks amassed almost 200 thousand followers in less than a day TEPCO has sent seven tweets until March 18 Japan’s prime minister created a Twitter account after March 11 earthquake and tsunami, as wellSUSCOMTEC 2012 May 2012 46 of 82
Examples (3)Facebook Causes http://www.facebook.com/causes empowering anyone with a good idea or passion for change to impact the world individuals are enabled to mobilize their friends for collective action spread the word to friends of friends and acquaintances launch movements that span local communities or even the globe 20 million monthly active usersSUSCOMTEC 2012 May 2012 47 of 82
Examples (3) Facebook Causes – success stories http://exchange.causes.com/resources/success-stories the largest cause – „The Race to End Cancer” started by Michelle Miles, a 19-year old girl from Arkansas who wanted to help her local children’s hospital over 5.9 million members the community has donated over $60,000 „Love Without Boundaries Foundation” „The Alliance for Climate Protection” „Save Darfur Coalition” „Friends of the World Food Program”SUSCOMTEC 2012 May 2012 48 of 82
Examples (4)Facebook saved 4-year-old boy’s life Philip Rice posted the photo of his son, Ted, on Facebook after putting him to bed with a rash A family friend, Dr. Sara Barton, recognized it as a symptom of acute lymphocytic leukemia and sent a message saying Ted needed to go to the hospital straight away Ted has now started a three-year course of chemotherapySUSCOMTEC 2012 May 2012 49 of 82
Examples (5)How Facebook and Twitter supported the Egyptian revolution? the revolution in Egypt was driven by the use of social networks protests began on January 25 a flood of #Jan25 and #Egypt tweets was launched creation of Facebook groups that gained hundreds of thousands of members and promoted the protests in Cairo the government blocked Facebook and Twitter and eventually shut down Internet access completely Facebook and Twitter users found ways to work around the blackoutSUSCOMTEC 2012 May 2012 50 of 82
Examples: how social networking can be used to enable social responsibility
Various examples of how social networking can be used to enable social responsibility Double impact• It is a website• Its aim is to help users raise funds for a charity of their choice, these include questionnaires, quizzes and rewards in the shape of donations to a chosen charity
Planting trees• It is already a veteran on the socially responsible social network scene,• besides the environmental benefits of planting trees (carbon sinks, keeping water resources and fighting desertification),• Tree- Nation says it helps fight povertyNoblehourNobleHour was developed as an alternative to currentsocial communities that merely encourage the "me"generation,NobleHour was designed for non-profits, schools,businesses, municipalities, students and volunteers,individual volunteers can use NobleHour to find and postnews, events, opportunities, organizations and resources.
People power and activism• Greenpeace sparked a wave of protests on Facebook and Twitter, to force Nestle to change its buying policy for palm oil, which was coming for rainforest-destroying suppliers.
Protest „Gorila“ •Series of anti-corruption rallies in Slovakia before early elections
The 15M Movement• Pacific protests started on the 15th of May, 2011• Organized and promoted using social networks• Campings in the squares of hundreds of cities
Demand of a radical change in Spanish politics. Against:political corruption, power of the banks, mismanagement of the money, unemployment… Essential role of the social networks.
Need of a digital platform to share ideas and discuss topics about the movement. The protesters created an own new social network, n-1. Based on free and open source software, horizontal, self-managed and independent.
The 15M moved from the squares of the cities to the neighborhoods and towns. One year later, another huge demonstration is being prepared for the May 12th Still active Spread
Movement appeared onFacebook & TwitterOrganization of pacificdemonstrations in streetSeveral demands • End of injustices • Limitation of the powers of the king • Political reforms
Mexico Earthquake April 2nd 2012 On April the 2nd Mexico City was shaken by a strong earthquake with magnitude of 7.4 on Richter scale. After the earthquake the telephone lines and cell network were surpassed by the demand hundred of thousand of people trying to find their relatives.
New time zone campaign The state of Quintana Roo in Mexico is in an another time zone, different from that of the whole country. The difference of time zone is a problem, because in the winter the sunrise is at 6:30 am and the sunset is at 6 pm.
Examples of existing social network services for encouraging and enabling social irresponsibility
May 2012Examples: Social NETworking as an enabler of Social IRRESPONSIBILITY
why&how? London Riots 2011 Peaceful start Social Media Role Blackberry Messenger Facebook Twitter YouTube Irresponsible and violent end
consequences? London Riots 2011• Deaths and injuries• Property and business damage• Personal attacks and thefts• Transport damage
why&how? Mexico “Twitter Terrorism” 2011• Started as a Twitter status• Social media as a source of emergency news• Lack of reliable information• Turned out to be a false alert
consequences? Mexico “Twitter Terrorism” 2011 Widespread panic Car accidents Chaotic behavior Terrorism charges"The punishment for those who caused damages is not because they areTwitter users, but for the consequences that their irresponsible acts provoked"
May 2012 Impact of Social Media on Adolescent Behavioral Health California study- 73% of online teens have used a social networking site- Benefits of Social Media on Adolescent Health- Risks of Social Media- Recommendations
Risks of social media- Social Media and Adolescent Mental Health- Cyberbullying- Texting/Sexting- Adolescent Relationship Abuse and Social Media- Online Sexual Solicitation and Predation- Privacy- Digital Divide
Example of the Facebook profile of Nivea- Start situation : car accident in Johannesburg- Protest on Facebook- Absurdity of this case- Rights of consumer “As much responsibility rests on the consumers shoulders to have realistic expectations of a brand as the brand itself has a responsibility to engage with and meet customers expectations effectively.” Daniel Neville of Idea Bounty
Fake avatars in social media- Barack Obama example- Creating fake avatars to push a brand and manipulate people- Difference between creating a fake avatar and creating a brand ambassador to empower you on the social networks- There’s no need to fake it. Supporters will be there if is good “You need true connections that don’t undermine the community.”
Conclusions (1)Social networking evolves from a service into a global platform the leader „Over the past few years, @ Wael, 30, began working the 2011 TIME 100 outside the box to make his most influential people in the world peers understand that only their unstoppable people power could effect real change. He quickly grasped that social media, notably Facebook, were emerging as the most powerful communication tools to Wael Ghonim mobilize and develop ideas” Spokesman for a RevolutionSUSCOMTEC 2012 May 2012 79 of 82
Conclusions (2)Social networking 2.0: iPhone business model on the Facebook platformSUSCOMTEC 2012 May 2012 80 of 82
Conclusions (3)SUSCOMTEC 2012 May 2012 81 of 82
Conclusions (4) No final conclusions now, it is up to the Student Working Group 6 to propose them!SUSCOMTEC 2012 May 2012 82 of 82