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Social Networking:facebook


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Social Networking:facebook

  1. 1. SOCIAL NETWORKING Overview & Analysis Rachel Cohen, Nicolette Pajda, Sumit Mukhia
  2. 2. What is Social Networking? Powered By You!!! WIKI: “A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others.”
  3. 3. HISTORY OF SOCIAL NETWORKING <ul><li>1995: is first social networking site </li></ul><ul><li>1997: launched (1997-2001)) </li></ul><ul><li>2003: SNS hit the main stream </li></ul>Boyd d.m ,Ellison B Nichole, 2007
  4. 4. HISTORY OF FACEBOOK <ul><li>In 2004, Facebook started as a social networking site for Harvard students </li></ul><ul><li>In 2005, Facebook re-launched as a college networking site. </li></ul><ul><li>In 2006, Facebook expanded membership eligibility to employees of several companies, including Apple Inc. and Microsoft. </li></ul><ul><li>Facebook opened on Sep 26, 2006 to anyone aged 13+ with valid email address </li></ul>2009 2004
  5. 5. FACEBOOK: LEADS SHARING <ul><li>Recent report claims that more than 200 million people were using QZone as of January 31, 2009, surpassing international players like Facebook (which recently announced 175 million registered users) and MySpace. </li></ul>
  6. 8. <ul><li>Device: computer, phone, PDA </li></ul><ul><li>Internet access </li></ul><ul><li>Computer literacy </li></ul><ul><li>Web host </li></ul>
  7. 10. <ul><li>Changing how we: </li></ul><ul><li>Keep in touch with family and friends </li></ul><ul><li>Meet new people </li></ul><ul><li>Professionally network </li></ul><ul><li>Market </li></ul>
  8. 12. <ul><li>Advertisement revenue </li></ul><ul><li>Virtual goods and gifts </li></ul><ul><li>Employment opportunities </li></ul>
  9. 15. <ul><li>Archives: photos, profile, comments, notes, events, posts, etc. </li></ul><ul><li>MySQL </li></ul><ul><li>Memcached servers </li></ul>
  10. 17. <ul><li>Layout is simple, clean & convenient </li></ul><ul><li>User limited to customizations </li></ul><ul><li>Recognizable aesthetic to all users </li></ul>
  11. 19. <ul><li>Formation of self-identity </li></ul><ul><li>Suggests constant involvement with collective media </li></ul><ul><li>Create a need to interact and participate, not just lurk </li></ul><ul><li>Restricts modes of self-expression </li></ul>
  12. 21. <ul><li>Affects way of communication </li></ul><ul><li>Alters perception of relationships and what we believe we need to know about others </li></ul><ul><li>Photos, quizzes, statuses, and applications help us get to know others </li></ul>
  13. 22. TURNLEY: Facebook & Technology <ul><li>“ Each medium has a technical dimension that constitutes part of its working” </li></ul><ul><ul><li>Computer or mobile device with Internet access </li></ul></ul><ul><ul><li>Users need computer literacy to perform basic tasks like uploading pictures, editing profile, add widgets etc. </li></ul></ul><ul><ul><li>Web host required for developers to host their applications </li></ul></ul><ul><ul><ul><li>Application developers needs familiarity with Facebook Mark Up Language (FBML), Facebook API </li></ul></ul></ul><ul><ul><ul><li>Basic Understanding of SSH, Mysql </li></ul></ul></ul><ul><li>Constraint: </li></ul><ul><ul><li>Minimal customization of look and layout (aesthetic) </li></ul></ul><ul><ul><li>Only allows first degree connection </li></ul></ul><ul><ul><li>Internet connection required (mobile/computer) </li></ul></ul>
  14. 23. <ul><li>Built to change and foster in ways we interact </li></ul><ul><li>Keeping in touch: search options, status updates, tagging, instant chat, sharing events/ videos, etc. </li></ul><ul><li>Meeting new people: suggested friends, advanced search options </li></ul><ul><li>Professional networking: search options, suggested friends, pm’s, status updates </li></ul><ul><li>Marketing: applications, status updates </li></ul>TURNLEY: Facebook & Social
  15. 24. <ul><li>“ form, formatting, design & content” </li></ul><ul><ul><li>Clean, consistent, uniform template </li></ul></ul><ul><ul><li>Same homepage for all users </li></ul></ul><ul><ul><li>Profiles identical, but can rearrange boxes </li></ul></ul><ul><ul><li>Emphasis on content </li></ul></ul><ul><ul><ul><li>Marshall McLuhan “medium is the message” </li></ul></ul></ul>TURNLEY: Facebook & Aesthetic
  16. 25. <ul><li>“ form, formatting, design & content” </li></ul><ul><ul><li>MySpace allowed profile customization, but did not maintain popularity </li></ul></ul><ul><ul><li>Usability is easy because of aesthetics & clear design </li></ul></ul>TURNLEY: Facebook & Aesthetic
  17. 26. <ul><li>“ medium has conventions & expectations” </li></ul><ul><ul><li>Facebook users expect the same format, layout and design. </li></ul></ul><ul><ul><li>Resistant to change: photos, Newsfeed </li></ul></ul><ul><ul><li>Recognize digital aesthetic as medium type </li></ul></ul>TURNLEY: Facebook & Aesthetic
  18. 27. EMERGING GENRES <ul><li>Status Updates: </li></ul><ul><ul><li>Quotes, typically from songs </li></ul></ul><ul><ul><li>Ads or promotions </li></ul></ul>
  19. 28. HOW DO I USE IT? <ul><li>Basic Features and Uses </li></ul><ul><ul><li>Photos, videos, media </li></ul></ul><ul><ul><li>Tagging, Friending, Commenting, Posting </li></ul></ul><ul><ul><li>Networks, groups, fans </li></ul></ul><ul><ul><li>Personal info, messaging, chat, applications </li></ul></ul><ul><li>Customizable Features </li></ul><ul><ul><li>Privacy and account settings </li></ul></ul><ul><ul><li>Security and search </li></ul></ul><ul><ul><li>Pew Report: “Digital Footprints” </li></ul></ul>
  20. 29. SOCIAL NETWORKING: It’s here to stay
  21. 30. FACEBOOK APPS: FARMVILLE <ul><li>Likes </li></ul><ul><ul><li>Interactivity of game play: plant, plow, earn/spend coins, gift </li></ul></ul><ul><ul><li>See your &quot;neighbors,&quot; their level, & points </li></ul></ul>
  22. 31. FACEBOOK APPS:FARMVILLE <ul><li>Dislikes: </li></ul><ul><ul><li>Gifts and neighbor requests show up on homepage, not in app </li></ul></ul><ul><ul><li>No direct chatting through app, only Facebook chat </li></ul></ul><ul><li>Neale & Russell-Bennett, &quot; </li></ul><ul><ul><li>Gifts and What value do users derive from social networking applications?” </li></ul></ul><ul><ul><li>If app is entertaining, will recommend to friends </li></ul></ul>
  23. 32. THANK YOU!