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Social Networks

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Title: Social Networks


1
Social Networks
2
Contents
  • Introduction
  • Facebook
  • History
  • Joining
  • Home Page
  • Friends
  • Privacy
  • Principles
  • MySpace

3
Introduction
  • Social Networks, groups of people tied by
    interdependencies, have been studied by
    sociologists for decades.
  • B. Wellman and S. Berkowitz. Eds, Social
    Structures, a Network Approach, Cambridge
    University Press, 1988
  • We are interested in social networking websites,
    where the ties are via the web.
  • See how important they are at http//alexa.com

4
Facebook History
  • Created in 2004 by Mark Zukerberg and classmates
    at Harvard
  • Initially for Harvard only, gradually expanded,
    now for all
  • Currently 250 million active users worldwide, 120
    million log in each day.
  • Statistics are at http//www.facebook.com/press/in
    fo.php?statistics

5
Joining Facebook
  • Need to be 13 and have an email address
  • www.facebook.com
  • Name, email, password, gender, birthdate, captcha
  • FB checks your email address book for friends
  • If you wish, sends them requests
  • Create your profile hometown, relationship, etc.
  • Used to find friends, choose ads
  • Optionally upload a photo
  • Join networks based on city, school or job
  • Used to find friends, choose ads, decide who can
    view your info
  • Join groups
  • Used to find friends, choose ads

6
Your home page
  • Newsfeed/Wall in the middle
  • I can type an entry and attach things to it
  • It will appear on all my friends' newsfeeds
  • Unless they have hidden me
  • Left filters for the newsfeed
  • You can also hide friends
  • Right unanswered requests, ads, suggestions
  • Bottom applications, chat
  • Click profile to see what others see
  • Info tab
  • Photos
  • Top Friends
  • Top Inbox is a kind of email

7
Top Menu Friends
  • Mouseover, then click All Friends
  • Can create lists of friends
  • Permissions can be restricted to lists
  • Mouseover, then click Find friends
  • Uses your profile and other info to suggest
    friends
  • Friends are the lifeblood of Facebook
  • You will get lots of friend requests, some from
    strangers
  • Whom will you befriend?
  • Younger people tend to befriend everyone
  • Average number of friends is 120

8
Privacy
  • Top Menu Settings/Privacy/Manage
  • The real issue here is what are the defaults
  • Profile
  • Notice that because I joined the PSU network
    recently, everyone in that network can see
    everything!
  • Notice that I can choose to allow only friends on
    certain lists to see parts of my information
  • Search
  • News Feed and Wall
  • Actions within Facebook
  • Facebook ads Controversial
  • Applications also controversial, because a
    friend's application may snoop at your
    information
  • Only 20 of users ever change a privacy setting!
  • http//www.nytimes.com/2009/03/08/business/08digi.
    html

9
Which Principles does Facebook embody?
  • Data Rules The value of an application is
    increased by the scale and dynamism of the data
    it manages
  • The long tail Small products/ideas make up the
    great majority of all products/ideas.
  • Use your Users Enable users to contribute
    content to the application
  • The Power of Groups Apply the wisdom of users to
    solve problems
  • Enable Community Enable users to share their
    experiences in your application
  • Folksonomy, not Taxonomy Utilize user-generated
    tags to classify items, instead of expertly
    generated categories

10
The next most popular SNS MySpace
  • www.myspace.com
  • More color, music
  • Younger users
  • Better graphics
  • Fewer applications
  • More spam
  • What do you think?

11
Twitter
  • See my home page
  • Tweets of people I am following
  • precedes a topic that can be searched
  • RT means ReTweet
  • _at_ precedes the name of another user

12
Who uses SNS?
  • http//social-media-optimization.com/2009/08/socia
    l-networks-demographics/
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