Networks, Web Presence and Social Media Discussed in Tourism Lecture

ITforTourismServices,UniBg2018-2019
Networks&SocialNetworks.
WebPresence
Networks,WebPresence.Lecture02,October4,2018
imagecredittoNetLogo

ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019
Today
01.Tuesday,Oct2
Some
25Years
ofeTourism
02.Thursday,Oct4
Networks
&SocialNetworks.
WebPresence
04. Thursday, Oct11
Mobile,Smartphones,
Wi-Fi,andApps
03.Tuesday, Oct9
Destinations,
theIndustry,
andPeer-To-Peer
06.Thursday, Oct18
WebReputation:
Likes,Engagement
&Sentiment
05.Tuesday, Oct16
Analytics,Insights,
Cookies,andthe
Disappearing
Privacy
07. Tuesday, Oct23
Design:Content,
Copyright
&CreativeCommons
page2Networks,WebPresence.Lecture02,October4,2018

What Are We Talking About Today?
Networks,WebPresence.Lecture02,October4,2018 page3
1. Graphs & Networks
2. The Internet & The Web
3. Search Engines
4. The Web 2.0
5. Communities & UGC
6. Social Networks
7. Web Presence
imagecreditstoMind42,IconFinder

Your Main Printed Book
Linkedisabookfirstpublishedin2002byAlbert-LászlóBarabási,anAmerican
physicistofHungarianoriginsbornin1967,andbestknownforhisresearchin
thefieldofnetworks.
Asfarastheselecturesandyourassessmentareconcerned, Linkedisthe
mainprintedbookyouhavetoread,understand,andbeabletotellabout.
ApartfromtheinitialpagesofMetadata,alltherestisdownloadable files–
likethisyou’rereading now–andlinkstobevisited.
ButIpromise:whenIsayyouhaveto“read,understand,study,andbeableto
tellabout”thisbook,Imeanit.

Your Main Printed Author
BarabásiA.-L.,Linked.HowEverythingIsConnectedtoEverythingElseand
WhatItMeansforBusiness,Science,andEverydayLife,Perseus,Cambridge,
Massachussetts2002(chapters1-12)
Solet’sbeginwithreadingpages1
through8ofLinked–loud.
But...Waitaminute!
Pages1through8ofLinkedcontain
2,523words,and15,302digits...
Ifwereadthem,itwilltakemore
than16minutes.Toomuch!
imagecredittohxdata.chisa.edu.cn

“Linked”–Excerptsfrompages1through8
Let’sreadsomeexcerptsonly.Yourlecturerhasabridgedpages1through8.
(Well...thiscuttinghasleftalogicalgap,infact.Butyouwillcertainlynot
noticeit,andgetthemeaning justthesame.)
Throughthefollowingthreepagesofthispresentation,wecanreadloud
excerptsfrompages1through8,totalling 802words,and3,126digits.
Ourreadingshouldtakelessthan4minutes.
(Incaseyouneedtolistentothefullmonty, orsimplyknowmoreabout Linked
beforeholdingthebookinyourhands, findanMp3fileat
http://kiwimilano.it/dct/links_2018-2019.asp#Networks.)

Yahoo!...
FEBRUARY7,2000,SHOULDHAVEBEENabigdayforYahoo.Insteadofthefewmillion
customersthatdailyflocktotheInternetsearchengine,billionstriedtoenterthesite.
Suchexplodingpopularityshouldhaveturnedthecompanyintothemostvaluableasset
oftheneweconomy.
Therewasaproblem,however.Theyallarrivedattheexactsametimeandnotoneof
themaskedforastockquoteorapecanpierecipe.Rather,theyallsent,inscripted
computerlanguage,themessage“Yes,Iheardyou!”
ThenextdaytheroyalsoftheWeb,Amazon.com,eBay,CNN.com, ETrade,andExcite,fell
underthesamespell:Theytoowereobligedtoservebillionsofghostsmakingthesame
fruitlessinquirythathadhandicappedYahoo.Trueconsumers,withshinycreditcards
readyforpurchases,wereforcedtowaitonthesidelines.imagecredittohxdata.chisa.edu.cn

… Yahoo! (continued)
Earlynewsreportsconstruedtheshutdownoftheleadinge-commercesitestobethe
workofagroupofsophisticatedhackers.
Surprisingly,thehigh-profileoperationoftheFederalBureauofInvestigationdidnotlead
tothemuch-anticipatedcyberterroristorganization.Instead,theFBIarrivedatthe
suburbanhomeofaCanadianteenager.
HidingbehindthepseudonymMafiaBoy,thisfifteen-year-oldsuccessfully haltedthe
operationsofbillion-dollarcompanieswithaccess tothebestcomputersecurityexperts
intheworld.

… And Paul…
TheearlyChristianswerenothingmorethanarenegadeJewishsect.Thereisno
historicalevidencethattheirspiritualleader,JesusofNazareth,everintendedtohave an
impactbeyondJudaism.HisideasweredifficultandcontroversialenoughforJews,and
reachingthegentilesseemedparticularlyhopeless.Despitetheodds,closeto twobillion
peoplecallthemselvesChristiantoday.
Howdidthathappen?HowdidtheunorthodoxbeliefsofasmallanddisdainedJewish
sectcometoformthebasisoftheWesternworld’sdominantreligion?
ManycreditthetriumphofChristianitytothemessageofferedbythehistoricalfigurewe
knowtodayasJesusofNazareth.

... Paul (continued).
Today,marketingexpertswoulddescribehismessageas“sticky”—itresonatedandwas
passeddownbygenerationswhileotherreligiousmovementsfizzledanddied.Butcredit
forthesuccess ofChristianityinfactgoestoanorthodoxandpiousJewwhonevermet
Jesus.
WhilehisHebrewnamewasSaul,heisbetterknowntousbyhisRomanname,Paul.
Paul’slifemissionwastocurbChristianity.Heusedscourging,ban,andexcommunication
toupholdthetraditionsandtoforcethedeviantstoadheretoJewishlaw.
Nevertheless,accordingtohistoricalaccounts,thisfiercepersecutorofChristians
underwentasuddenconversionintheyear34andbecamethefiercestsupporterofthe
newfaith,makingitpossibleforasmallJewishsecttobecomethedominantreligionin
theWesternworldforthenext2,000years.

Thinking In Terms Of Networks
TherearehugedifferencesbetweenMafiaBoyandPaul:MafiaBoy’swasanactof
destruction.Paul,despitehisinitialintentions,becameabridgebuilderbetweenearly
Christiancommunities.
Butthetwohavesomethingimportantincommon:Bothweremastersofthenetwork.
PaulandMafiaBoysucceeded because weareallconnected.Ourbiologicalexistence,
socialworld,economy,andreligioustraditionstellacompellingstoryof
interrelatedness.AsJorgeLuisBorgesputit,“everythingtoucheseverything.”
Thisbookhasasimpleaim:togetyoutothinknetworks.Itisabouthownetworks
emerge,whattheylooklike,andhowtheyevolve.ItshowsyouaWeb-basedviewof
nature,society,andbusiness,anewframeworkforunderstandingissuesrangingfrom
democracyontheWebtothevulnerabilityoftheInternetandthespreadofviruses.

Euler in Königsberg
Asfaraswenow,thefirstmanwhoeverhadaWeb-basedviewofsomething
wasaSwissmathematician,LeonhardEuler(1707-1783),whowanted tosolvea
mindpuzzle.
ThetownofKönigsbergiscrossed byariver,the
Pregel,havinganislandconnectedbyseven
bridges.
Königsbergerswondered: “Canonewalkacross
thesevenbridgesandnevercrossthesameone
twice?”

Euler’s, His Graph, and His Proof
Eulersolvedtheproblembythinkingofislandsandwalksoverbridgesin
mathematicalterms,
What wasEuler’sproof?
ToquoteBarabási,“Nodeswithanoddnumberof
linksmustbeeither thestartingortheendpoint
ofthejourney. Acontinuouspaththatgoes
throughallbridgescanhaveonlyonestarting and
oneend point.Thus,suchapathcannotexistona
graphthathasmorethantwonodes withanodd
numberoflinks.”
andlines,makingupa graph.aspoints

From Graphs To Networks
Buttheproofassuchisnot relevant here.We’renotsupposedtostudy
mathematicsorbemathematicians. Whatmattersisthatinthe18Csomeone
begantohaveaweb-basedviewoftheworld.
Duringthecenturies,wehavecometocallEuler’s
pointsasnodes,hislinesaslinks,andhisgraphs
asnetworks.
Today,wecallalinkaconnectionbetweentwo
webpages.
Well,Euler’sKönigsbergiswhereitallbegan.

The Internet
Asyouknow,webpagestravelbythemillionsalong nodesoftheInternet –
whichisobviouslyanetwork.
In1964,PaulBaranadvisedonthearchitectureofthe
Internet,whichwassoontocome,underliningthat
•acentralizedoneistoovulnerable;
•adecentralizedonemightbebetter;
•buttheonlyrealsolutionwouldbeofferedby
adistributednetwork.
Todaywebpagesalwaysarrive,somehow,because
theymaytravelthroughtheInternet followinganyofmanypossiblepaths.
page15

Scale-Free Networks, and Hubs
Stilltalkingaboutdifferentsortsofnetworks,Barabási
hasprovedthatmostnetworksare notlikehighway
networkswhichconnect majorcitiesoneanother, each
cityhavingaboutthesamenumberofroadsor links.
Nodesofsuch“highway”networksconnectrather
regularly,onascale,according toaBellCurve.
Mostnetworks,instead,behavelikeairlinesusinga
fewhubairports.Somenodesare hubs,havingmany
morelinksthantheother nodes.
page16
Mostnetworks connect according toaPowerLaw.Mostnetworks are scale-free.

Bell Curve and Power Law
Numberofnodesintheaxisofordinates, numberoflinksintheaxisof abscissae.
This HappensThis Does Not Happen

The Web & Search Engines
DoestheWorld-WideWebbehavelikemostnetworks?Yes,itdoes.Afew
nodes(orwebsites)havemanymorelinksthanalltheothers.Theyare hubs.
Obviously,sincesearchengineslikeGoogleorBinglinktoalotofother
websites,theyaremuch“stronger”websitesthantheothers.Theyarehubs.
And whichwebsitesdosearchenginesdisplayfirst,whenyousearch
according toyourkeywords?Searchenginesdisplayfirstthewebsiteswith
ahighernumberoflinks,accordingtothechosenkeywords.Theydisplay
firstthemostlinkedsites.
Conclusion?Themorewelink,thebetterourwebsiteranksonsearchengines.
page18

Please, Do Not Become Islands…
Afewhubswithalarge
numberoflinksmakesthe
CentralCoreoftheWeb.
Conversely,mostwebsites
areeitherINorOUT
Continents.
TheytendtobecomeTendrils
–ifstillindexedbysearch
engines–andcanultimately
turnintoIslands.
page19

Web Oligopolies – Like Google Or Bing
SincetheWebbehaveslikemostnetworks,itisnotsurprisingthatsome
websitesbelongtoaoligopolyofhubs,andbecomeincrementallystronger.
EachtimeyousearchforsomethinginGoogleorBing,youacceptand confirm
thatGoogleandBingarestrong.Youenhance theirstatusashubs.
Butthere’smore.Thinkaboutthis,thesocialway...
page20

Social Oligopolies – Like Facebook
EachtimeyoupostsomethingonFacebook,you
contributetomakeFacebookstronger.
And,movingtotourism,eachtimeatourist
commentsonTripAdvisor,she/hecontributesto
makeTripAdvisorstronger.
Why?Becauseeverytimesomeonepostson
FacebookorTripavisorapieceofUserGenerated
Content,she/heconfirmsthattheyare hubs,often
addsnewlinkstothem,andmakesthemstronger.
page21

Ranking, SEO
Theevaluationthatsearchenginesprovideofawebpage,alsocalledthe
webpage’s“position”,ismeasuredintermsofranking.
Althoughranking isreferredtoasinglewebpage,itiswidelyassumedthata
wholewebsite’srankingisthatwebsite’shomepageranking.
ToquoteWikipedia,“agoodrankinginthesearchenginesprovidesasteady
supplyofinterestedvisitors/customers,whileapooronesinksanyideainto
oblivion,nomatterhowgoodorrelevant”.
ThereisawholeindustrycalledSEO,SearchEngineOptimizing,dedicatedto
obtaingood webrankings.
ThemostsimpleunitofmeasureforrankingisGoogle’sPageRank.
page22

PageRank
ToquoteWikipediaonceagain,
“PageRankisalinkanalysisalgorithm
–namedafterLarryPageandusedby
theGoogleInternetsearchengine –
thatassignsanumericalweighting
toeachelementofahyperlinked setof
documents,suchastheWorldWide
Web,withthepurposeofmeasuringits
relativeimportancewithintheset.”
page23
imagecreditto NetLogo

PageRank: Industry and Academia
ThePageRankalgorithmmaybeappliedtoanycollectionofentitieswith
reciprocalquotationsandreferences. Thenumericalweightthatitassignsto
anygivenelementEisreferredtoasthePageRank ofEand denotedbyPR(E).
Thename“PageRank”isatrademarkofGoogle,andthePageRankprocesshas
beenpatented(U.S.Patent6,285,999).
However,thepatentisassignedto StanfordUniversityand nottoGoogle.
Googlehasexclusivelicenserights onthepatentfromStanfordUniversity.
Theuniversityreceived1.8millionsharesofGoogleinexchangeforuseofthe
patent;thesharesweresoldin2005for$336millions.
page24

Ranking Tools
HowdowecometoknowthePageRankofaspecificwebpage,or –somehow–
ofaspecificwebsite?
Somededicated toolsareavailableontheWeb,toretrieveinformationonhow
andhowmuchwebpagesandwebsitesarevisited.
Moreover, sometoolbarsdoexist,that provideaneasyandrelatively
comprehensiveaccesstothissortofrankingdata.
Forinstance,yourlecturerroutinelyreliesonSimilarWebasaFirefoxAdd-On.
page25

SimilarWeb

PrChecker
However,ifwesimplywantto
knowthePageRankofaspecific
webpage,themostdiffused
relevant toolisprchecker.
https://www.prchecker.info/
SEOrankingtoolslikeprchecker
orSimilarWebhavebeenused
fordecades,aftertheWorld-
WideWebwasinvented.
page27

Tim Berners-Lee
Asweknow,theWorldWideWebisan
internet-basedhypermediainitiativefor
globalinformation sharing.
Itwasinvented byTimBerners-Lee,a
graduatefromOxford,whileatCERN,the
EuropeanParticlePhysicsLaboratory,in1989.
Berners-Leewrotethefirstwebclientand
serverin1990.
HisspecificationsofURIs,HTTPand HTML
wererefinedasWebtechnologyspread.
page28
Itsrules,orrecommendations,arerun
bytheW3C,http://www.w3.org/
IftheWebexists,it’sbecause ofEurope.

Web 1.o and Web 2.0
TheoriginalWebambience –
nowcommonlyreferredtoas
“Web1.0”–hasgradually
turnedintoamorecomplex
world,whereinteraction,
multimediaanddatabases
havemadetheirappearence.
Thisshifthasbeeninformally
called“Web2.0”aftera2005
definitionbyTimO’Reilly.
page29

Dynamic Websites
Perhapsthemostradicalshiftbetweenthe“Web1.0”andthe“Web2.0”has
beenrootedinmassivedependanceupondatabases.
Theoriginalwebsitesweresimplytext(words,pictures,diagramsetc.) written
inhtmllanguageonceandforall.Theywerestatic.
Mostwebsitestoday are dynamic,instead.Eachwebpage’scontentisnot
thereonceandforall.Rather,itscontent isgeneratedonthefly fromthe
content ofadatabase.
Thewebpages’layoutisprovidedbyatemplate,whileeachwebpage’scontent
isgenerated fromthecontentofrecordsstoredinadatabase.
page30

Templates & Dynamic Content
imagecreditto
Freemocks

What Are Databases?
“Databasesareorganizedcollectionsofdata.Thedataaretypicallyorganized
tomodelrelevantaspectsofreality(forexample,theavailabilityofroomsin
hotels),inawaythatsupportsprocessesrequiringthisinformation(for
example,findingahotelwithvacancies).”
page32
Bytheway,thisisagainWikipedia…

Data In A Table of A Database
Inthisexample,every
recordrelatestoanhotel
inatablelistingPOIs
(orPointsofInterest).
Eachrecordhasfields
containingdatalikethe
hotel’sname,
itsgeographicalposition,
thedistrictwhereeach
hotelislocated,etc.
(Thisexampletablehas
manymorefieldsthan
thepicturesmayshow…)
page33

Structures Of Data In A Table
Tableshave
theirstructures,
where
descriptions
ofthefields
arespecified.
Fieldscanhave
different
formats:
numbers,
memos,Yes/No,
dates, etc.
page34
text,

Metadata
Adatabasestructure
isagoodexampleof
metadata,thatis,
well...dataabout
data.
Another example
maybethepictures’
properties,likein
SonyPlayMemories.
page35

Pictures’ Metadata

Relationships Among Tables
Inatypicaldatabase, tables
have reciprocalrelationships.
Theexampleshowsthatinthis
database thetablewhichlists
PointsofInterest(likehotels)
isassociatedwithadifferent
tablewhichlistsDistricts.
Intheexample,eachfieldinthe
tableofPOIsisassociated(it
mustbeso)withafieldinthe
tableofDistricts.
EveryPOIrecordisassociated
withasingleDistrictrecord.
page37

Queries
Youneverhappentoconsiderallthecontentofyourdatabaseonthesametime.
Youinvariablyaskyourdatabasetoshow whichrecords(orwhichdatafrom
whichrecords) correspondtoyourquestion.Thisquestioniscalledquery.
Forinstance,youcanaskyourdatabasetoshowyouwhicheventsareexpected
tobeavailabletodayinaplacecalled“Qwerty”.
Todoso,yourunaquerywhichextractsfromyourdatabaseonlytheevents that
 arelistedinthetablewhichlistsevents
 havebegunonadatebeforetoday,and willendonadateaftertoday
 areassociated witharecordinthe tableofplaces
 hastheword“Qwerty”asthecontentofthe“Name”fieldinthetableofplaces.
page38

Data, Back Offices And Dynamic Websites
Ifyouuploadadatabaseonawebserver,youcanbuildabackofficeallowing
youtomanagethedatabaseonline.
Abackofficeisatoolallowingyou,well...torunanofficefromitsback!
page39
Soyoumanageyourwebsite’scontent, too.

UGC, Data, and Communities
Ifyouwonder howUser-GeneratedContent(UGC)isstored,managedand
retrievedinwebcommunities,theansweristhroughdatabases.
 Communitiesasyoucertainlyknow,areplatformswhereusersareinvited
toshareUGC(i.e.posts,likecomments,pictures,videosetc.)abouta
specificfield orinasetofspecificdigitalformats.
Bytheway,here’saformaldefinitionofUGC.
 “Anyformofcontentsuchasblogs,wikis,discussionforums,posts,chats,
tweets,podcasts,digitalimages,video,audiofiles,advertisements and
other formsofmediathatwascreatedbyusersofanonline system.”
page40

Flickr
Flickr(pronounced“flicker”)isanimagehostingandvideo
hostingwebsiteandwebservicessuitethatwascreated
byLudicorpin2004andacquiredbyYahooin2005.It
currentlybelongstoSmugMug.
Inadditiontobeingapopularwebsiteforuserstoshare
andembedpersonalphotographs,andeffectivelyanonline
community,theserviceiswidelyusedbyphoto
researchersandbybloggerstohostimagesthatthey
embedinblogsandsocialmedia.
page41

Instagram
Instagramisamobile,desktop,andInternet-basedphoto-
sharingapplicationandservicethat allowsuserstoshare
picturesandvideoseitherpubliclyorprivately.
ItwascreatedbyKevinSystromand MikeKrieger,and launched inOctober
2010asafreemobileapp exclusivelyfortheiOSoperatingsystem. Aversion
forAndroiddeviceswasreleasedtwoyearslater.
InstagramwasacquiredbyFacebookinApril2012for
approximatelyUS$1billionincashandstock.
AsofSeptember2017,Instagramisreportedtohave 800
millionusers.
page42

YouTube
YouTubeisanAmericanvideo-sharingwebsitecreatedby
formerPayPalemployeesinFebruary2005.InNovember
2006,itwasboughtbyGoogleforUS$1.65billion.
AsofAugust2018,YouTubeisreckoned tobethesecond-
mostpopularsiteinthe world.
Thesiteallowsuserstoupload,view,rate,share,addto
favorites,reportandcommentonvideos,anditmakesuse
ofWebM,H.264/MPEG-4AVC,andAdobeFlashVideo
technologytodisplayawidevarietyofuser-generatedand
corporatemediavideos.
page43

TripAdvisor, Once Again
TripAdvisor,headquarteredinNeedham, Massachusetts,
claimstobethelargesttravelsiteintheworld,with315
millionreviewers(activeandinactive)andover500
millionreviewsofhotels,restaurants,attractionsand
other travel-relatedbusinesses.
TheTripAdvisorMedia Groupoperates25travelbrands.
TripAdvisorwaspurchasedbyIAC/InterActiveCorpin2004.IACspunoffits
travelgroupofbusinesses under theExpedia,Inc.name inAugust2005.
InDecember2011,TripAdvisorwasspunoff fromExpediainapublicoffering.
page44

LinkedIn
LinkedInisabusinessandemployment-oriented
communitythat operatesviawebsites.
Foundedin2002,itismainlyusedforprofessional
networking.LinkedIn allowsmembers(bothworkersand
employers)tocreateprofilesand“connections”toeach
other inanonlinesocialnetworkwhichmayrepresent
real-worldprofessionalrelationships.
AsofApril2017,LinkedInhad 500millionmembersin200countries,outof
whichmorethan 106millionmembers wereactive.
MicrosoftacquiredLinkedInfor$26.2billiononDecember8,2016.
page45

Social Networks
Now,leavingthecommunitiesandmovingontothe social
networks,let’squoteWikipediaagain.
“Asocialnetworking serviceisanonlineservice, platform,
orsitethatfocusesonfacilitatingthebuildingofsocial
networksorsocialrelationsamongpeoplewho,for
example,shareinterests,activities,backgrounds,orreal-
lifeconnections.
Asocialnetworkserviceconsistsofarepresentation of
eachuser(oftenaprofile),his/hersociallinks,anda
varietyofadditional services.”
page46

Facebook
FacebookisanAmericanfor-profitcorporationand
onlinesocialmediaandsocialnetworkingservice
basedinMenloPark,California,UnitedStates.
TheFacebookwebsitewaslaunchedonFebruary4,
2004,byMarkZuckerberg,alongwithfourfellow
HarvardCollegestudents.
Facebookisreportedtohave2.2billionmonthlyactive
usersasofJanuary 2018.
page47

Twitter
Twitterisanonlinesocialnetworking service basedinSan
Francisco,California.Itenablesuserstosendandread
short140-(or280-)character messagescalled“tweets”.
Registereduserscanreadandposttweets,butthosewho
areunregisteredcanonlyreadthem.
Asof2016,Twitterhad around319millionmonthlyactiveusers. Onthedayof
the2016U.S. presidentialelection,Twitterproved tobethelargestsourceof
breakingnews,with40milliontweetssentby10pmthatday.
page48

Medium
Mediumisanonlinepublishingplatformdevelopedby
Twitterco-founderEvanWilliamsonAugust2012,and
ownedbyAMediumCorporation.
Theplatformisanexampleofsocialjournalism,havinga
hybridcollectionofamateurandprofessionalpeopleand
publications,orexclusiveblogsorpublishersonMedium
andisregularlyregardedasabloghost.
page49

SnapChat
Snapchatisanimagemessagingandmultimediamobile
applicationcreatedbyEvanSpiegel,BobbyMurphy,and
ReggieBrownwhentheywerestudentsatStanford
University.
Snapchatevolvedintoamixofprivatemessaging andpubliccontent,
includingbrandnetworks,publications,andliveevents suchassportsand
music.
Nevertheless, accordingtosurvey studiesconducted inMarch2016,the
personalorientedmessagingwasstillbeingaccessed byusers morethan
thepubliclyofferedcontentthatwasbeingpresented.
AsofMay2017,Snapchathad 166 milliondailyactiveusers.
page50

Google Plus
GooglePlus(stylizedasGoogle+)isanInternet-based
socialnetwork thatisownedandoperatedbyGoogle.
Theservice,Google’sfourthforay intosocialnetworking,
experiencedstronggrowthinitsinitialyears,although
usagestatisticshavevaried,dependingonhowtheservice
isdefined.
ThreeGoogleexecutiveshaveoverseen theservice,which
hasundergonesubstantialchangesleadingtoaredesign
inNovember2015.
page51

Google Drive, Dropbox, And More
GoogleDriveisafilestorageandsynchronizationservice
createdbyGoogle.
Itallowsuserstostorefilesinthecloud,synchronize filesacrossdevices,
and sharefiles.Itencompasses GoogleDocs,Sheets and Slides,an office
suitethatpermitscollaborativeeditingofdocuments.
DropboxisafilehostingserviceoperatedbyAmerican
companyDropbox,Inc.,headquarteredinSanFrancisco,
California,that offerscloudstorage,filesynchronization,
personalcloud,andclientsoftware.
page52

Slack
Slackisacloud-basedteamcollaborationtool co-
foundedbyStewartButterfield,EricCostello,Cal
Henderson, andSergueiMourachov.
Slackbeganasaninternal toolusedbytheircompany,
TinySpeck,inthedevelopmentofGlitch,anowdefunct
onlinegame.
Thenameisactuallyanacronym,whichmeans,
“SearchableLogofAllConversationandKnowledge”.
page53

Web Presence
Soyouseethere’stheWeb,butthereare notonlywebsites.
Whenwehave–aswe’llcertainlyhave –toconsider whattheWebtellsand
commentsaboutsomething, wecannotconsideronlyitsofficialwebsite.
Wemustthink intermsofitswebpresenceasawhole.
Thewebpresenceof,say,a destinationincludes
1. theofficialwebsiterunbythedestination
2. theaccountsofficiallyrun bythedestination onTripAdvisor,Facebook,etc.
3. whatotherpeoplepublishaboutthedestinationonthecommunitiesandthe
socialnetworks.
Aswewillsee, webreputation alsodealswiththisthirdformofwebpresence.

In Control
Thewebpresenceof,say,adestinationincludes
2. thepagessemi-officiallyrunbythedestinationonTripAdvisor,Facebook,etc.
3. whatotherpeoplewriteaboutthedestinationonthecommunitiesandthe
socialnetworks.
imagecredittoIconFinder

Partial Control
3. whatotherpeoplewriteaboutthedestinationonthecommunitiesandthe
socialnetworks.

No Control
3. whatotherpeoplewrite aboutthedestinationonthecommunitiesandthe
socialnetworks.

A Web Presence Map
Amapofthelinks
among theofficial
andsemi-official
componentsofa
webpresencecan
bedrawn.
Thismapoftheofficial
and semi-officialweb
presenceofNormandy
wasproduced byyour
colleagueslastyear.

Beyond Our Control!
Communitiesandsocialsarebeyondourcontrol.Wecan’taccesstheirservers.
Wecancompletelycontrolourwebsite.
WecanpartiallycontrolourTripAdvisoraccounts,andourFacebookpages.
WeCAN’TcontrolwhatotherpeoplewriteonTripAdvisor,Facebook,orTwitter
orInstagramaboutus.
Butifwewanttoimprove–oratleastdefend –ourreputation,wemustknow
whatotherpeoplewriteonthecommunitiesandthesocial networksaboutus.
Butwhatisreputationabout?Andhowcanweknowwhatother peoplewrite
aboutus?WewilldiscussthisonThursday, October18.

Today’s Key Points
1. Thinking In Terms of Networks May Be Helpful
2. Most Networks Are Scale-Free, and Have Hubs
3. The More We Link, The More We’Re Present
4. Web Ranking Is Measurable, and Can Be Optimized
5. Metadata Are Data About Data, and May Be Helpful
6. Databases Collect and Process Data
7. Our Web Presence Goes Beyond Our Websites & Our Socials
imagecredittohxdata.chisa.edu.cn

Thanks For Your Attention
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Networks, Web Presence and Social Media Discussed in Tourism Lecture

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