Ben ZimmermanCS2650: Distributed Multimedia Systems

Fall 2010

Major Social NetworksFacebookYoutubeMySpaceLinkedIn (career-based)Foursquare (location-based)Latitude (location-based)

The FacebookStarted in 2004Aimed at college students

Required a .edu email accountHad “segregated” networks for each schoolPhoto-sharing and taggingCould specify your residence hall, class

schedule

Facebook 2.0 (2008-09)Became the social network for everyone to be

apart ofAddition of geographically-related networks

Privacy settings related to your network memberships

“Network X can see attribute Y about me”The Status Update incorporated

Similar to what Twitter was already doing for years

Facebook 3.0 (2010)Privacy controls no longer related to

networksPrivacy is controlled on granularity of

friends, friends-of-friends, family, co-workers, regardless of what networks they belong to“Friends can see my wall posts”“Family members cannot view this photo

album”

Targeted AdvertisingFacebook has always been free for its users

to accessSupported by ad revenueThe wealth of personal info like interests in

movies, music, books allows for effective advertising

As Facebook aimed to generate more revenue privacy changes occurred to allow greater access for outside vendors to information

Changes in Facebook’s Default Privacy Settingshttp://mattmckeon.com/facebook-privacy/

Information Revelation

Source:Gross, Ralph & Alessandro Acquisti. “Information Revelation and Privacy in Online Social Networks”

Privacy Implications

Source: Gross, Ralph & Alessandro Acquisti. “Information Revelation and Privacy in Online Social Networks”

• Real-world location “check-ins” are becoming increasingly used in networks

Social Networks as SISNatural slow intelligence systemsConsists of two entities/groups, each with

own SIS characteristicsThe SN as a businessThe Users of the SN for interaction with peers

Currently, heavy focus on privacy due to wealth of personal information about each user

EnumerationThe SN: as a business, considers ways of

changing its features to attract revenueIn the past, geared towards targeted

advertising which required mining users’ personal data

The users: have choices such as continuing to use, reducing usage, leaving, increasing usage, changing privacy settings (if available)Mainly due to the changes in privacy that will

occur

ConcentrationSN: decides to implement one of the

strategies considered in the enumeration phase

Users: decide what their behavior will be in the future because of their preferences to privacy

AdaptationSN: implements the features it decided on

This is where a complimentary cycle begins of considering how the users react to the changes

Users: react to the changes according to their preferences by either altering their online habits or changing settings or information available

PropagationSN: makes users aware of changes via

updates to the EULAUsers: voice their opinions within the

network itself (as well as other mediums) with the possibility of changing others opinions by doing so

EliminationSN: decides to not pursue/consider certain

options in the future. May also be elimination of features/control for

usersConsider it a changing of business policies

Users: some leave the network, or become very infrequent users

Network Petri Net

User Petri Net

Prototype Model

Refined Model

Additions to Refined ModelSinks for business policies, users, and user

behaviorsCapacity of 1 set for all SIS components

(Enumerator, Concentrator, etc.)