Download as PDF, PPTX
More Related Content
Similar to Introduction to Social Media and Social Networks.pdf
More from Kongu Engineering College, Perundurai, Erode
Introduction to Social Media and Social Networks.pdf
- 1. Web Analytics Dr.T.Abirami Associate Professor Departmentof Information Technology Kongu Engineering College Perundurai
- 2. Chapter 1 Introduction toSocial Media and Social Networks
- 3. Introduction to SocialMedia and Social Networks • how each click and key press builds relationships that, in aggregate, form a vast social network. • social media tools such as email, blogs, microblogs, and wikis eagerly send personal or public messages, post strongly felt opinions, or contribute to community knowledge to develop partnerships, promote cultural heritage, and advance development.
- 4. • Social networkerscreate and share digital media and rate or recommend resources to pool their experiences, provide help for neighbors and colleagues, and express their creativity. • The results are vast, complex networks of connections that link people to other people, documents, locations, concepts, and other objects. • New tools to collect, analyze, visualize, and generate insights from the collections of connections formed from billions of messages, links, posts, edits, uploaded photos and videos, reviews, and recommendations. Introduction to Social Media and Social Networks
- 5. A Historical Perspective •Network science focuses on the study of patterns of connection in a wide range of physical and social phenomena. • Network researchers have explored foundational physical systems created by chemical and genetic connections, webs of consumption of which animals eat which others, and profound distributed human social phenomena • such as collective action, empathy, social cohesion, privacy, responsibility, markets, motivation, and trust
- 6. • Social mediaare used to create connections that can bind local regions and span continents. • These connections range from the trivial to the most valued, potent collaborations, relationships, and communities. • Social media tools have been used to create large-scale successful collaborative public projects like Wikipedia, open source software used by millions, new forms of political participation, and scientific collaboratories that accelerate research. A Historical Perspective
- 7. The Rise ofSocial Media as Consumer Applications • As enterprises adopt tools like email, message boards, blogs, wikis, document sharing, and activity streams, they generate a number of social network data structures. • These networks contain information that has significant business value by exposing participants in the business network who play critical and unique roles.
- 8. • Network analysiscan be focused on three separate regions of commerce: 1. organizational network analysis, 2. value network analysis, and 3. influence analysis, • which map loosely to internal, vendor, and consumer populations. • In each segment, network analysis is a useful method for identifying choke points and positions of leverage, locating expertise, and enhancing innovation. The Rise of Social Media as Consumer Applications
- 9. Individual Contributions Generate PublicWealth • Community managers and participants can learn to use social network maps of their social media spaces to cultivate their best features and limit negative outcomes. • Social network measures and maps can be used to gain insights into collective activity and guide optimization of their productive capacity while limiting the destructive forces that plague most efforts at computer-mediated communications. • People interested in cultivating these communities can measure and map social media activity in order to compare and contrast social media efforts to one another.
- 10. • Around theworld, community stakeholders, managers, leaders, and members have found that they can all benefit from learning how to apply social network analysis methods to study, track, and compare the dynamics of their communities and the influence of individual contributions. • Business leaders and analysts can study enterprise social networks to improve the performance of organizations by identifying key contributors, locating gaps or disconnections across the organization, and discovering important documents and other digital objects. • Marketing and service directors can use social media network analysis to guide the promotion of their products and services, track compliments and complaints, and respond to priority customer requests. • Community managers can apply these techniques to public-facing systems that gather people around a common interest and ensure that socially productive relationships are established. Individual Contributions Generate Public Wealth
- 11.
- 12. • Social mediatingtechnologies have engendered radically new ways of working, playing, and creating meaning, leaving an indelible mark on nearly every domain imaginable. • Collection of email, Twitter, mobile short text messages, shared photos, podcasts, audio and video streams, blogs, wikis, discussion groups, virtual reality game environments, and social networking sites like Facebook and MySpace to connect them to the world and the people they care about. • people access these tools using mobile devices that can tie content to locations in real time. Social Media : Introduction
- 13. podcast • A podcastis an episodic series of digital audio files that a user can download to a personal device for easy listening. • https://myspace.com/ - social networking to become a curated music and entertainment site
- 14. Social Media :Introduction • online social media tools is that they produce an enormous amount of social data that can be used to better understand the people, organizations, and communities
- 15. Social Media Defined •Social media refers to a set of online tools that supports social interaction between users.
- 16. Traditional media VsSocial Media • as television and books that deliver content to mass populations but do not facilitate the creation or sharing of content by users. • Social media is about “transforming monologue (one-to-many) into dialog (many- to-many).
- 17. many-to-many • the read/writeweb, social computing, social software, collective action tools, sociotechnical systems, computer-mediated communication, groupware, computer supported cooperative work (CSCW), virtual or online communities, user-generated content, and consumer-generated media.
- 18. Social Media • Socialmedia tools allow users to collaboratively create, find, share, evaluate, and make sense of the mass of information available online. • Allow users to connect, inform, inspire, and track other people. • social action and technological infrastructure allows entirely new ways of collaborating. • Users can receive personalized recommendations based on the prior purchasing habits of thousands of other “similar” people, identify high-quality news stories based on real- time voting by the crowd, collaboratively author the world’s largest and most-read encyclopedia, and instantly notify hundreds of followers about an online video presentation they found insightful.
- 19. Social Media DesignFramework • technical design : – Who can see what? – Who can reply to whom? – How long is content visible? – What can link to what? – Who can link to whom?
- 20. • Six keydimensions: 1. Size of producer and consumer population 2. Pace of interaction 3. Genre of basic elements 4. Control of basic elements 5. Types of connections 6. Retention of content Social Media Design Framework
- 21. Size of Producerand Consumer Population • In most social media systems, producers and consumers are drawn from the same set of users. • Users are producers one moment and consumers the next. • differentiating between those who produce and consume content can be useful in comparing social media systems, even if the set of producers and consumers are not mutually exclusive
- 22. Examples • An emailis usually authored by just one person, whereas a wiki document is likely to be authored by several or even hundreds of people. • An individually authored email might be sent to just one other person or be broadcasted to thousands. • Social media tools support different scales of production and consumption of digital objects.
- 23. Table 2.1. Examplesof Social Media and Pre-digital Media Systems Organized by the Size of Producer and Consumer Populations
- 24. Pace of Interaction •https://alandix.com/academic/papers/pace/ • distinction has been made between asynchronous and synchronous communication.
- 25. Asynchronous communication systems • Asynchronoussystems like email, discussion forums, and voicemail presume a staccato pattern of interaction spread out over hours or days or weeks. • Though less immediate, these systems have the advantage of allowing each participant to schedule their participation without much coordination with other people who may be in a wide range of time zones. • They also encourage more careful contributions.
- 26. Synchronous systems • likechat, instant messaging, videoconferencing, and graphical worlds, require that partners interact at the same time, as in face-to-face interactions and telephone calls.
- 27. Tools • Google Buzzand Google Chat are now integrated with the widely used Gmail web email system, again blurring the distinction between synchronous and asynchronous modes of communication.
- 28. Genre of BasicElements • Digital objects, the basic elements of social media systems, vary in size and type. • Twitter posts (i.e., tweets) are limited to 140 characters, whereas email messages are typically a few lines to a few paragraphs in length.
- 29. • Size limitsof instant messaging are not typically enforced, design choices such as the size of the text box and messaging window promote brevity. • MediaWiki (the wiki platform used by Wikipedia) supports six levels of headers and automatically generates a table of contents, making it relatively easy to create large pages. Genre of Basic Elements
- 30. Distinct type ofdigital object • videos at YouTube, • photos at Flickr, • bookmarks (i.e., web site URLs) at Delicious, • books at Amazon, • music or podcasts at iTunes, • TV shows at Hulu, • people at Facebook, • tweets at Twitter, • messages at discussion forums or email lists, • pages at Wikipedia, • products at eBay, • presentations at SlideShare, • 3D objects in Second Life, and • career professionals at LinkedIn.
- 31. different levels andmechanisms of engagement. • virtual worlds more closely model embodied physical interactions, where avatars can convey meaning through proximity and orientation • virtual worlds like Webkinz use cartoon characters, while multiplayer games like World of Warcraft include realistic-looking creatures. • https://www.webkinz.com/ • type of media (e.g., video, audio, text, 3D model)
- 32. • Facebook includemany basic elements: – profile pages, – wall posts, – personal messages, – applications, – instant messages, – notes, – groups, – photos, – tags, – status updates, and so on. • Wikipedia has – user pages, – talk pages, – articles, – edits, – categories, and so forth. • Even in these systems, identifying the basic elements of the system is important because they are the building blocks of the interactions. They are also the building blocks of networks when they are connected together or exchanged, Genre of Basic Elements
- 33. Control of BasicElements • To restrict who can create, edit, read, invite, respond to, subscribe to, and share content of various types. • differentiate between anonymous users, registered users, and those with special privileges such as administrators.
- 34. • To allowanyone to read the messages created by the community. • This helps reduce spam by creating a higher barrier to entry, while still allowing anyone access to the content. • It also allows users to exclude participants they define as social deviants. • In other discussion communities of a more sensitive nature (e.g., patient support groups), • access to content can be limited along with contribution until a person is registered, a process that may require some type of approval process by current administrators. Control of Basic Elements
- 35. • eBay requireusers to provide validated credit card information before they can sell items. • closing a community off too much may reduce the number of contributors, whereas openness may attract high-quality contributions that include combating the effects of spam and abuse. • Right types of barriers to entry can be an important part of online community building and one that deserves careful consideration Control of Basic Elements
- 36. Examples of SocialMedia Categorized by the Pace of Interaction and the Granularity of Control over Content
- 37. Types of Connections •social media systems can be connected to one another explicitly or implicitly. 1. Users intentionally and knowingly create explicit connections 2. implicit connections are inferred from online behaviors.
- 38. explicit social mediaconnection • It is friending on social networking sites, where both people must approve the connection before it is realized. • Examples : Twitter, hyperlinking a wiki page to another page, tagging two photos or videos with the same tag, and adding someone to an IM buddy list.
- 39. Implicit connections • Itcan be inferred when a person sends another person an email message, “favorites” content (and by extension its author), replies to a discussion post, or “pokes,” “waves,” or “throws sheep” at another user as some sites allow.
- 40. • hosts orowners of social media systems such as reading patterns of discussion forums, music downloads, patterns of telephone calls, and location information. Types of Connections
- 41. distinction is betweendirected and undirected connections. • Undirected : If you and another person become friends on Facebook, the connection is a mutual one. • Likewise, if you both are tagged as an “expert,” then you are connected by an association that is mutual and thus undirected.
- 42. • directed :some systems like Twitter allow people to follow other users without first gaining those users’ approval. • This creates a different type of tie, where the directionality of the tie is important (i.e., who is following whom). • Directed ties are also created when a person invites another person, favorites content, and creates a hyperlink from one page pointing to another page distinction is between directed and undirected connections.
- 43. • connections meandifferent things and can have different weights and values. • For example, two people on Facebook can either be friends or not be friends; • it is a binary connection that is either on or off. • In contrast, two Facebook friends may send each other personal messages. • The strength of their messaging connection could be measured based on the number of messages or the number of different days they each sent one another messages. Types of Connections
- 44. What type ofconnection • For example, if Marc sent 10 messages to Ben last week and only 1 to Derek, it is probably safe to say that last week Marc was more strongly connected to Ben than to Derek (at least via that messaging medium).
- 45. Retention of Content •how long content is retained • wikis that typically create a permanent history of all actions that occurred in the system • each action recorded and stored, it is made available on article history pages and user contribution pages. • instant messaging or voice-over Internet Protocol (IP) systems do not centrally record the interactions at all, allowing for fleeting exchanges more reminiscent of most face-to-face conversations.
- 46. • retention policiesdepending on the specific product or user settings. • For example, some instant messaging clients do not archive conversations, whereas other clients retain them by default. • Likewise, some email lists create a searchable archive of prior messages sent to the list, whereas others do not. Retention of Content
- 47. Important : Retentionof Content • to realize that even if there is no centralized archive, individuals at the end points of these services may archive content and make it public at a later date. • People can collect email messages, record Skype calls, log chat sessions, and collect most digital content fairly easily. • easy data collection, retention, analysis, and publication suggesting prudence in using social media systems.
- 48. Social Media Examples: Types of Social Media Listed with Example Services Social Media Type Examples ASYNCHRONOUS THREADED CONVERSATION Email Gmail, Hotmail, AIM Mail, Yahoo! Mail, MS Outlook BBS, discussion forums, Usenet newsgroups, email lists Slashdot, Google groups, Yahoo! Groups, Yahoo! Answers, Listserv SYNCHRONOUS CONVERSATIONS Chat, instant messaging, texting UNIX Talk, IRC, Yahoo! Messenger, MSN Messenger, AIM, Google Talk, ChaCha Audio and videoconferencing Skype, Gizmo, iChat, Window’s Live
- 49. Social Media Examples: Types of Social Media Listed with Example Services SOCIAL SHARING Video and TV YouTube, Hulu, Netflix, Vimeo, Chatroulette Photo and art Flickr, Picasso, deviantART Music Last.Fm; imeem; Sonic Garden Bookmarks, news, and books Delicious, Digg, Reddit, StumbleUpon, Goodreads, LibraryThing, citeulike SOCIAL NETWORKING SERVICES Social and dating Facebook, MySpace, BlackPlanet, Tagged, eHarmony, Match Professional LinkedIn, Plaxo, XING Niche networks Ning (e.g., classroom 2.0), Ravelry, Grou.ps ONLINE MARKETS AND PRODUCTION Financial transaction eBay, Amazon, craigslist, Kiva User-generated products Instructables, Threadless, TopCoder, Sourceforge, Codeplex Review sites ePinions, Amazon, Angie’s List, Yelp
- 50. Social Media Examples: Types of Social Media Listed with Example Services WORLD WIDE WEB TRADITIONAL WEB SITES, HOMEPAGES, AND DOCUMENTS Corporate, organizational, and government websites and documents Ford.com, UMD.edu, Prevent.org, Serve.gov; Data.gov Homepages Faculty member websites, artists’ portfolio websites, family history websites COLLABORATIVE AUTHORING Wiki Wikipedia, Wikia (Lostpedia), pbwiki, wetpaint Shared documents Google Docs, Zoho, Etherpad BLOGS AND PODCASTS Blogs LiveJournal, Blogger, WordPress Microblogs and activity streams Twitter, Yammer, Buzz, Activity Streams Multimedia blogs and podcasts Vlogs (video blogs such as Qik), photo blogs (Fotolog, FAILblog.org), moblog (mobile blogging such as moblog.net), podcasts (iTunes, NPR)