Social computing merges social behavior with computational systems, facilitating interactions through platforms such as email, blogs, and social networking sites. While it offers businesses benefits like improved communication and increased customer connections, it also poses risks like privacy concerns and misinformation. The evolution from Web 1.0 to Web 2.0 highlights a shift towards user-generated content, emphasizing interactivity and collaboration.

1. Social Computing
Roshan Bhattarai

2. What is social computing?
• Social computing is a branch of computer science focusing on the
intersection of social behaviors and computational systems
• Refers to humans engaging in social behaviors using computers
• Examples of social computing: email, blogs, wikis, social
networking platforms, and content-sharing sites.
• Businesses use social media management software to
administer social media accounts, increase brand awareness,
manage workflows, and interact with online communities.
• These tools fully support content creation and social media
performance analytics for viewing a brand’s social presence.

3. Examples of social computing
Social computing services vary in their individual features and
offerings. Regardless of their structure, social computing services
use software to create communities around shared interests.
Below are some examples of social computing.
• Email: A simple example of social computing is email, which
enables users to connect and communicate with one another.
• Open discussion forums: Discussion forums provide an
opportunity for users to contribute and consume discussion-based
content.
• Instant messaging applications: Text-based instant messaging
software facilitates real time one-on-one and group
conversations.

4. • Social networking platforms: These platforms allow individuals
and companies to connect and share information and data. Eg:
Facebook, LinkedIn, Twitter, Instagram etc.
• Content creation sites: Some websites, like Wikipedia,
encourage users to create and share content publicly with broad
audiences. Blogs are another form of content creation social
computing.
• Content sharing sites: Websites like YouTube enable users to
share content with others at scale.
• Open source development: This refers to computer software
that users develop in public.

5. History of social computing
• The concepts of social computing date back to the mid-19th century,
following the invention of the computer.
• The first message was sent from one computer to another on the US
Department of Defense’s Advanced Research Projects Agency
Network (ARPANET) ) in 1969. Ray Tomlinson then invented and
developed electronic mail in 1971.
• In the late 1990s, popular instant messaging applications were
launched, including ICQ (1996), AOL Instant Messenger (1997),
Yahoo! Messenger (1998), and MSN Messenger (1999),.
• The rise of social media also began in the late 1990s with the
inception of SixDegrees.com, one of the first social media sites.
• Myspace (2003), Facebook (2004), Twitter (2006), LinkedIn (2006),
YouTube (2007), Tumblr (2007), Instagram (2010), Pinterest (2010),
and Snapchat (2011) launched in the years that followed.

6. Benefits of social computing for
businesses
• When used correctly, social computing benefits businesses. Some
of the advantages businesses can anticipate from social
computing include:
Increased collaboration. Social computing allows users to form a
community based on shared interests, which sparks idea sharing
and distribution of information.
• Social computing services such as wikis and discussion groups
encourage team members to connect and collaborate.
Better communication. In organizations, social computing
increases knowledge-sharing capabilities and the speed at which
teams distribute information.
• As a result, team members receive a wide range of information
more quickly, and communication across the enterprise improves.

7. Higher employee engagement and retention. Engaged
employees build a deeper connection with their organization and
coworkers.
• Since social computing lets employees connect faster and provide
spaces for them to voice their opinions, it positively influences
engagement.
More customer connections. Businesses can use social computing,
particularly social networking platforms, to connect with
prospects and customers.
• Businesses incorporate social computing into their broader
marketing strategies in many ways.
Boost brand recognition. As a form of social computing, social
networking platforms enable businesses to increase brand
awareness, growing recognition, and manage their public-facing
reputation.

8. Demerits of social computing for
businesses
1. Privacy Concerns
• Personal information users share on social computing platforms is frequently
vulnerable to exploitation if inadequate security measures are in place.
• Significant hazards include unauthorized access to personal information and data
breaches.
2. Misinformation
• False or misleading information may also increase due to the quick diffusion of
information on social media.
• This may result in confusion, rumors, and negative effects on public opinion and
conduct.
3. Cyberbullying and Harassment
• Cyberbullying and harassment can occur on social media. On these sites, anonymity
might encourage people to act harmfully, which can upset victims emotionally.
4. Time management and addiction
• Social media is meant to be engaging, which can result in compulsive behavior.
Overuse can negatively affect relationships, productivity, and mental health.

9. Contemporary Technologies 9
Web 1.0 and 2.0
What Is Web 1.0?
• first version of the Web consisted of a few people creating
web pages and content and web pages for a large group of
readers, allowing them to access facts, information, and
content from the sources
• it was designed to help people better find information,
dedicated to users searching for data
• is sometimes called “the read-only Web” because it lacks the
necessary forms, visuals, controls, and interactivity we enjoy
on today’s Internet
• made up of static pages connected to a system via hyperlinks
• has HTML elements like frames and tables

10. Contemporary Technologies 10
What Is Web 2.0?
• Web 2.0 is many people creating even more content for a
growing audience. Web 1.0 focused on reading; Web 2.0
focused on participating and contributing
• Emphasizes User-Generated Content (UGC), ease of use,
interactivity, and improved compatibility with other systems
and devices
• is all about the end user's experience
• responsible for creating communities, collaborations, dialogue,
and social media
• As a result, Web 2.0 is considered the primary form of web
interaction for most of today's users.
• is known as “the participative social Web.”

11. Contemporary Technologies 11
• Web 2.0 is a better, more enhanced version, incorporating
web browser technologies such as JavaScript frameworks.
• contains dynamic content that responds to the user’s input
Web 2.0 examples include:
• hosted services (Google Maps),
• Web applications (Google Docs, Flickr),
• Video sharing sites (YouTube),
• wikis (MediaWiki),
• blogs (WordPress),
• social networking (Facebook),
• Microblogging (Twitter),
• podcasting (Podcast Alley) & and many more.

12. Characteristics of Web 2.0
• Interactivity (comments, likes, shares etc)
• Rich Multimedia Contents
• User generated contents (create and share own contents)
• Personalization (data analytics)
• User friendly interface
• Social networking (friends, like minded)
• Collaborative editing (microsoft sharepoint services, google
docs etc)

13. Social computing in business
• Marketing and branding
– Influencer partnership, User generated initiatives, targeted marketing etc
• Knowledge sharing among employees
– Team work and collaboration tools
• Idea generation from customers, employees and stakeholders
– Ideation contests, innovation challenges, innovation platforms etc
• Market insights and competitive intelligence
– Social media analytics to gain valuable insights into market trends, competitors
activities, consumer behavior, informed decisions)
• Social recruiting
– Showcase company culture, employer branding, recruiting through LinkedIn
etc)
• Customer engagement and relationship management
– Real time response, customer complaints, feedback etc

14. Social computing in HRM
• Recruitment and Talent Acquisition
– Upwork, LinkedIn, Facebook etc are used to reach boarder pool of
candidates and talent acquisition
• Employees engagement and collaboration
– Platforms like slack, Microsoft teams enable employees to collaborate,
share knowledge, exchange ideas, build relationship across departments
and fostering a sense of community
• Grievances handling and Improving employee satisfaction
– Employee feedback tools, social listening platforms etc can be used to
collect feedback with the purpose of identifying areas of concern and
employee grievances.
– Organizations may immediately implement initiatives to improve
employee satisfaction and retention
• Employer branding
– Social media platforms can be used to showcase company culture and
values, highlight employee testimonials and promote employer brand
values to attract best manpower

15. Social computing in CRM
• Personalization
– Organizations may use preferred social media platforms in resolving
customers issues and problems.
– Organizations can offer targeted services and solutions in a personalized
manner
• Boosting brand credibility
– User generated contents like positive reviews, recommendations etc can be
an authentic source of marketing and branding
• Improved Communication
– Real time conversations with customers helps to resolve customer inquiries
immediately.
– Organizations can gather genuine and valuable feedback from customers. It
increases transparency and customer relationships.
• Customer Communities
– Online communities can be used to connect customers to share their
experiences and reviews about products and services.
– It increases brand loyalty and customers perceive them as a valued part of a
larger community

16. Social computing in shopping
• Authentic recommendations and opinions of peers and
influencers in purchasing decisions
• Shaping consumer perceptions and influencing purchase intent
(User generated contents, product reviews, un-boxing videos,
influencer endorsements etc
• Sharing experiences, preferences and shopping tips
• Interactive shopping and targeted marketing (consumer reach)
• Engaging with brands and fellow shoppers through social
networks
• Consumer research

17. THANK YOU!!