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

3. Why Social Media?
http://www.flickr.com/photos/aslanmedia_official/6292167103/

4. • 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/

5. • 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
http://www.flickr.com/photos/sitmonkey/2251266697/
http://thesocialskinny.com/100-social-media-statistics-for-2012/

6. • 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
http://thesocialskinny.com/100-social-media-statistics-for-2012/

7. • 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
http://www.flickr.com/photos/scarlet-ortiz/2908128232
http://thesocialskinny.com/100-social-media-statistics-for-2012/

8. ... 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
http://www.flickr.com/photos/scarlet-ortiz/2908128232
http://thesocialskinny.com/100-social-media-statistics-for-2012/

9. 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

10. 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

11. 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

12. Definition of Social Media?
http://www.flickr.com/photos/aslanmedia_official/6292167103/

13. 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.

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

15. Big Issues of Social Media
http://www.flickr.com/photos/aslanmedia_official/6292167103/

16. 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.
http://www.flickr.com/photos/scarlet-ortiz/2908128232

17. 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
http://www.flickr.com/photos/sitmonkey/2251266697/

18. 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

19. 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
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

20. 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”
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

21. Analysis of particpants:
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

22. Detailed Analyses of Tweets
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

23. „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%“
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

24. Number of Tweets at ED-Media 2009

25. Who is tweeting (ED-Media 2011)?
http://twitter.tugraz.at

26. Which keywords did the use (ED-Media 2011)?
http://twitter.tugraz.at

27. Which # did you use most (ED-Media 2011)?
http://twitter.tugraz.at

28. 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

29. Dell‘s Digital Conversation Ecosystem
http://www.slidepresenter.com/presentation/951
http://www.flickr.com/photos/sitmonkey/2251266697/

30. 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
http://www.flickr.com/photos/sitmonkey/2251266697/

31. 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
http://www.flickr.com/photos/scarlet-ortiz/2908128232

32. 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
http://www.flickr.com/photos/sitmonkey/2251266697/

33. 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
http://www.flickr.com/photos/sitmonkey/2251266697/

34. Privacy?
ScientistS
http://itunes.apple.com/at/app/scientists/id397322548?mt=8
http://www.flickr.com/photos/sitmonkey/2251266697/

35. Big Data allows us new insights
!
http://affinitybrowser.semanticprofiling.net/
http://www.flickr.com/photos/sitmonkey/2251266697/

36. Summary
Social Media means communication;
communication in a completly new way, in real time,
directly, shortly and succinctly.
http://www.flickr.com/photos/aslanmedia_official/6292167103/

37. Slides available at: http://elearningblog.tugraz.at
SOCIAL LEARNING
Computer and Information Services
Graz University of Technology
Graz University of Technology
Martin Ebner
martin.ebner@tugraz.at
mebner http://elearning.tugraz.at