This document discusses the influence of social media and provides details on key platforms like Facebook and Twitter. It notes that Facebook has over 500 million active users who spend on average 45 minutes per day on the site. Twitter saw its 10 billionth tweet in March 2010 and has an estimated 175 million users. The document also examines trends in social media usage including the growth of mobile use and how platforms may continue to commercialize. It concludes that social media networks will be an important part of the future Internet and users should pay attention to changes in these networks.

1. The influence of social media Richard Apps 26 November 2010 richard.apps@wtg.co.uk

2. Social media users Image, Creative Commons: premasagar

3. Quick definition of social media? Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web based technologies to turn communication into interactive dialogues. Andreas Kaplan and MichealHaenlein define social media as a group of internet –based applications that build on the ideological and technological foundations of web 2.0, which allows the creation and exchange of user generated content. Businesses also refer to social media as consumer-generated media. Social media utilization is believed to be a driving force in defining the current time period as the attention age. A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.

5. Facebook, Twitter, Myspace all have gender bias

6. LinkedIn does not.

7. Age distribution

8. Myspace – younger audience

9. LinkedIn – working population

10. Education

11. Myspace – reflects age dist.

13. Facebook – more details

14. Facebook – Key Stats More than 500 million active users 50% of active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on Facebook (average of over 45 mins per day per user) More than 70 translations available on the site There are more than 200 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. Launched, Feb 2004 Symmetrical network -> friend ← friend

15. Facebook – Growth Source: Facebook

16. Global Facebook usage Facebook users are expressed as a % of population and are subset of internet users Source: Internetworldstats.com

18. Typical usage ‘band’ appears to exist

19. Culture and competition influences adoptionSource: Internetworldstats.com

21. Typical usage ‘band’ appears to exist

22. Culture and competition influences adoptionSource: Internetworldstats.com

23. Facebook – Uses Networking Hub Application Platform Gaming Photo sharing Retail Campaigns Link Sharing News Distribution Now email Facebook is an Internet on the Internet.

24. Twitter – more details

26. Signupsat a rate of ~300,000 /day

27. 75% of Twitter traffic comes from outside Twitter.com (i.e. via third party applications.)

28. Twitter is ranked #10 in Alexa’s top sites. Facebookis #2 behind Google.

29. Twitter format is a 140 character status update.Launched: July 2006 -> follow Asymmetrical network no follow ←

31. Users ≠ Registered Users

32. As with Facebook growth appears to be linear.

33. Latest‘official’ user figures:

34. April 2010: 105m

35. Sept 2010: 145m

36. Current estimate: 175mSource: RJ Metrics

37. Twitter Uses Microblogging Crowd sourcing Media / events tracking Campaigning and Awareness Link / photo / video and location sharing The 140 char status is a very effective publishing format that is more functional than equivalent Facebook status on account of the asymmetry of the network.

38. Social Media – Where Next Where are the major players going? New mass market entrants will struggle. Image, Creative Commons: timellis

39. Mobile usage Mobile usage will continue to grow Image, Creative Commons: William Hook Image: JMC photos

40. Continued Commercialisation

42. Court Orders in Australia

43. ‘Re-education’ for Wangyi09

44. Digital economy billImage, Creative Commons: sunface13

46. Design Patterns

47. User expectationsImage, Creative Commons: Piulet

49. Pay attention to changes – “What does that mean to me?”

50. How will I integrate with the social media networks?

51. How will my project be received by the social media networks?Image: Piulet

52. The influence of social media Richard Apps 26 November 2010 richard.apps@wtg.co.uk