Social Networking and Social Media

1. Social Networking
and Social Media
May 2010
Sangki Han, Ph.D.
Professor / GSCT
KAIST
1

2. 2

3. Social Computing
• An area of computer science that is concerned with the
intersection of social behavior and computational systems -
From Wikipedia, June 2009
- Social computing has to do with supporting any sort of
social behavior in or through computational systems
- Social computing has to do with supporting
“computations” that are carried out by groups of people
3

4. Interdisciplinary
Approach Is Needed
4

5. Research Topics
• Social Computing Theories
• Social System Design and Architectures
• Social Network Analysis and Mining, Semantic web
• Social Behavior Modeling
• Social Intelligence, Social Cognition
• Social Computing Applications such as collaborative filtering,
bookmaking, tagging, and multi-agent systems
• Human Machine Interactions
• Emotional Intelligence, Cultural Dynamics, Opinion Representation,
Influence Process
• Data Mining, Machine Learning, Information Retrieval, Artificial
Intelligence in Social Contexts
• Trust, Privacy, Risk and Security in Social Contexts
• Social Engineering, Tools, and Case Studies
• Services Science, Quality, Architecture, Management, and Tools
5

6. Online Social
Networking Services
6

7. Definition of
Online SNS
• Web-based services that allow individuals to
(1) construct a public or semi-public profile
within a bounded system, (2) articulate a list
of other users with whom they share a
connection, and (3) view and traverse their
list of connections and those made by others
within the system
- By dana m. boyd and Nicole Ellison
7

8. History
8

9. Why Is SNS So Important?
9

10. Facebook Reaches Top Ranking in US
• Facebook reached an important milestone for the week ending March 13, 2010 and
surpassed Google in the US to become the most visited website for the week
• The market share of visits to Facebook.com increased 185% last week as compared to
the same week in 2009, while visits to Google.com increased 9% during the same time
frame
10

11. Share of Global Online Time Spent
Facebook
Largest Share Gainer of Online Usage Over Past 3 Years
Share of Global Online Time Spent, 6/06 – 8/09
14%
12%
% Share of Global Minutes
10%
8%
6%
4%
2%
0%
6/06 9/06 12/06 3/07 6/07 9/07 12/07 3/08 6/08 9/08 12/08 3/09 6/09
Yahoo.com Msn.com Google.com YouTube.com Facebook.com
Source: comScore global, 8/09. 41
11

12. Friend-Casting?
Using a snapshot of Web traffic from December,
Compete's director of online media and search,
Jessica Ong, found that 15 percent of traffic to major
Web portals like Yahoo, MSN and AOL came from
Facebook and MySpace. The lion's share of that
traffic, 13 percent came from Facebook.
Google, which has profited handsomely from
directing Web surfers to their destinations during
the past decade, was third with 7 percent, just
behind e-commerce site eBay, which had 7.61
percent. MySpace was fourth with just under 2
percent.
Read more: http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2010/02/15/
BUU51C0AMN.DTL#ixzz0flJB24Xr
12

13. The Age of Social Networks
• 35-44 dominate the social web,
representing 25% of total participation
[Source: Brian Solis]
13

14. Global Social Networking Services
Social Networking –
Global Phenomenon, Facebook Leading, Though Many Regional Strongholds
Global Social Networking Web Sites*
859MM Unique Users, +32% Y/Y; 232B Total Minutes, +50% Y/Y, 1/10
QQ (Alumni +
Mini) – Tencent
Facebook Vkontakte 47MM users
471MM users 25MM users +65% Y/Y
+100% Y/Y +20% Y/Y
Skyrock Baidu Space CyWorld
MySpace 20MM users 54MM users 19MM users
120MM users +9% Y/Y +35% Y/Y -12% Y/Y
-7% Y/Y
Renren Mixi
Twitter 34MM users 14MM users
74MM users, --% Y/Y** +14% Y/Y
+1107% Y/Y
Friendster
Hi5 15MM users
47MM users -44% Y/Y
-22% Y/Y
Orkut
52MM users
+6% Y/Y
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/"#&+@+.)+*)$<&A,+3$&,#+#,&+1$&B5/.C5$&@.,.#"1,DE&7$1&-"FG-"1$&3)"*+)&HI?JKE&F+L&6.MM$1&F+#$1.+))L&M1"F&-"F7+/L8
6.,-)",$6&B1$3.,#$1$6&+--"5/#,D ,#+#,<&N#9$1&/"#+*)$&,"-.+)&/$#0"12,&./-)56$&O./6"0,&P.@$&Q1"M.)$,E&RS<-"FE&
T$@.+/#+1#E&T.33E&U5VV&;$6.+E&+/6&U$*"<&G"51-$%&-"FG-"1$&H?HJE&;"13+/&G#+/)$L&=$,$+1-9< 30
14

15. Types of SNS
• Profile-based SNS (MySpace, Facebook)
• Content-based SNS (Flickr, Shelfari, YouTube)
• Multi-User Virtual Environments (SecondLife,
WOW)
• Mobile SNS (MySpace, Facebook)
• Micro-blogging/ Presence updates (Twitter)
• People Search (Wink)
• White label SNS (Ning, Joomla)
15

16. Facebook: Company Figures
16

17. International Growth
17

18. Facebook Platform and Apps
18

19. Zuckerberg’s Law
19

20. Success in Ecosystem
http://statistics.allfacebook.com/applications/
20

21. Category of FB Apps
Facebook = 500MM+ App Downloads
Vibrant Developer / Application Platform Ecosystem = 500K Apps*, +10x Y/Y
Top 100 Apps'
# of Monthly Active # of Apps w/
Category Applications % of Total Users (MM) 1MM+ MAUs
Games 13,537 23% 418 56
Lifestyle 4,778 8 42 8
Utilities 4,604 8 59 8
Education 2,279 4 66 5
Entertainment 2,015 3 76 11
Business 1,981 3 5 1
Sports 1,431 2 5 0
Just For Fun 400 1 44 10
Friends & Family 61 0 37 3
Overall* 59,427 752 102
!"#$%&'(#$)"*+&,*$(-."/0&1$*&2(3$,""-4&"0$&(11563(#6"0&3(0&,$5"0)&#"&785#615$&3(#$)"*6$9&"*&,$5"0)&#"&0"&3(#$)"*+:&;<$*(55=&
9#(#69#639&1$*&>11?(#(4&/@63@&*$1"*#9&(&5"/$*&(3#6<$&(119&3"80#&#@(0&2(3$,""-A9 *$1"*#$.&BCC4CCCD&(119&E,865#&#"&.(#$F G
H"8*3$%&2(3$,""-4&>11?(#( (9&"I&JKJC4&L"*)(0&H#(05$+&M$9$(*3@G 47
21

22. Success in Ecosystem:
Facebook Connect
• A powerful set of APIs for
developers that lets users bring
their identity and connections
everywhere. Developers get access
a user's:
- Identity: name, photos, events, and
more.
- Social Graph: friends and
connections.
- Stream: activity, distribution, and
integration points within
Facebook, like stream stories and
Publishers.
22

23. 23

24. Benefits of Implementing
FB Connect
24

25. Basic Benefits
25

26. Yahoo and MySpace Will Join
[source: InsideFacebook]
[source: AllThingsD]
26

27. Social Identity War
27

28. Facebook vs. Open Social
myapps
myapps

29. New Features at F8 Conference
 Instant Personalization
29 SPRING 2010 GCT784

30. New Features at F8 Conference
 Open Graph Protocol
– Opens up the social graph and lets your pages become
objects that users can add to their profiles. When a user
establishes this connection by clicking Like on one of
your Open Graph-enabled pages, you gain the lasting
capabilities of Facebook Pages.
http://opengraphprotocol.org/
 Social Plugins
– The easiest way to integrate the social graph into your
site and provide an instantly personalized experience to
your users.
 Graph API
– A redesign of core API that reflects the structure of the
graph. This new API is a simple, consistent representation
of data in the graph, so that all objects and APIs can be
accessed via URLs.
– Adopt OAuth 2.0
30 SPRING 2010 GCT784

31. Social Plugins
31 SPRING 2010 GCT784

32. New Features at F8 Conference
 Publisher Incentives
– New “Like” button - Websites can also
display the most relevant content to any
user based on their friends and likes
– More traffic and revenue for publishers
 Docs.com with Microsoft
32 SPRING 2010 GCT784

33. Social Relevancy Rank
 Read Time Search Problem? trusted opinions are scarce
33

34. Search with Social Circle
• Combines results from your friend’s blogs, Flickr, Twitter,
FriendFeed, and a wide variety of other social media sites (so
long as your friends have connected their social accounts to
their Google profiles) with Google’s regular search results.
34

35. Location-Based Social
Networking on the iPhone
35

36. Social Networking Now More Popular on
Mobile than Desktop
• More people are using the mobile web to
socialize (91%) compared to the 79% of
desktop users who do the same
• During the 2.7 hours per day that people in the
U.S. spending on the mobile web, 45% are
posting comments on social networking sites,
43% are connecting with friends on social
networking sites, 40% are sharing content with
others and 38% are sharing photos.
- Ruder Finn
36

37. Next Big Thing?
37

38. Statistics of Foursquare
• Over 500,000 users
• Over 1,000,000 badges have been awarded
• Over 1.4 million venues with 1200 offering
specials
• Over 15.5 million checkins
• 275,000 checkins over the course of the day
- March 11, 2010
38

39. Foursquare Specials
• Mayor Specials: unlocked only by the Mayor of your venue. Who's the Mayor? It's your
single most loyal customer! (the user who has checked in the most in the last 60 days)
- ("Foursquare has deemed you the Mayor? Enjoy a free order of french fries!")
• Check-in Specials: unlocked when a user checks in to your venue a certain number of
times.
- ("Foursquare says you've been here 10 times? That's a free drink for you!")
• Frequency-based Specials: are unlocked every X check-ins.
- ("Foursquare users get 20% off any entree every 5th check-in!")
• Wildcard Specials: always unlocked, but your staff has to verify some extra conditions
before awarding the Special.
- ("Show us your foursquare Swarm badge and get a free drink!")
• And more to come!
39

40. We Need This?
40

41. SNS on Game Console and
IPTV
41

42. Social Issues
• Transform the concepts of friendship, personal acquaintance,
and public celebrity
• Will SNSs shift people's social world from one focused on a
few important relationships to one consisting of an immense
number of weak relationships?
- What would this mean for social support, information
finding, and simply how people spend time?
• The line between real and fictional friend becomes blurred. Is
this deception—or entertainment? When is the signal's form,
i.e., the appearance of friendship, sufficient and when is its
implied quality, i.e., a genuine sentiment, what is really desired?
Judith Donath, Founder of Sociable Media Group at MIT Media Lab
42

43. SNA Questions
• How highly connected is an entity within a
network?
• What is an entity's overall importance in a
network?
• How central is an entity within a network?
• How does information flow within a
network?
43

44. Books on SNA and Science of Networks
44

45. Influentials: Two Viewpoints
45

46. Small World Phenomenon
• The hypothesis that the chain of social acquaintances
required to connect one arbitrary person to another
arbitrary person anywhere in the world is generally
short
• Six degrees of separation - small world
experiment by psychologist Stanley Milgram in 1967
• Six Degrees of Kevin Bacon in 1994
- Lengthy newsgroup thread headed "Kevin Bacon is the Center
of the Universe"
- The game was created in early 1994 by three students
at Albright College, Craig Fass, Brian Turtle, and Mike Ginelli.
46

47. Small World
Phenomena
• Small world experiment at Columbia University (2003)
found that about five to seven degrees of separation are
sufficient for connecting any two people through e-mail
• Eric Horvitz and Jure Leskovec at Microsoft (2006)
- With records of 30 billion electronic conversations
among 180 million people from around the world,
researchers have concluded that any two people on
average are distanced by just 6.6 degrees of
separation
47

48. Dunbar’s Number
• The rule of 150 suggested that the typical size of a social
network is constrained to about 150 members due to
possible limits in the capacity of the human communication
channel
• The rule arises from cross-cultural studies in sociology and
especially anthropology of the maximum size of a village
• Theorized in evolutionary psychology that the number may
be some kind of limit of average human ability
to recognize members and track emotional facts about all
members of a group
48

49. Granovetter’s
“the strength of weak ties”
• More numerous weak ties can be important
in seeking information and innovation
• Cliques have a tendency to more
homogeneous opinions as well as sharing
many common traits
• To find new information or insights, members
of the clique will have to look beyond the
clique to its other friends and acquaintances
49