Date post: | 21-Dec-2015 |
Category: |
Documents |
View: | 214 times |
Download: | 0 times |
HICSS Socialware - Cathy Dwyer 1
Social networking site for the general public
Cathy DwyerPace [email protected]
HICSS Socialware - Cathy Dwyer 2
Outline
Definition and description of key features
How do people use these sites? What value do they obtain from using them?
What is the business model for these sites?
HICSS Socialware - Cathy Dwyer 3
How popular are these sites?
MySpace – 130 million members (#2 US)
Facebook – 12 million members (#10 US)
Hi5 – 50 million members(#33 global)
Xanga – 40 million members(#50 global)
CyWorld – 15 million members(25% of South Koreans are members)
WikiPedia List of Social Networking SitesAlexa Global Top 500
HICSS Socialware - Cathy Dwyer 4
Definition of a social networking site
A social networking site is a web based application that supports social interaction and the development of new relationships
Usually free subscription Members create profiles to introduce themselves
to others and describe their interests Members can “friend” others, creating visual
signal of relationship Features synchronous and a-synchronous
communication Facilitates sharing of content (music, videos,
pictures)
HICSS Socialware - Cathy Dwyer 5
Profiles - MySpace
Profile identifies you to other members
Profiles enable, communication, provide a way for you to update friends on your activities
Private profiles can only be viewed by “friends”
HICSS Socialware - Cathy Dwyer 6
Facebook profile
HICSS Socialware - Cathy Dwyer 7
CyWorld profile
HICSS Socialware - Cathy Dwyer 8
Facebook Friends
•“friending”
•Send invitation
•If other person accepts, you are added to their social network and they are added to yours
•friends have access to their profile
HICSS Socialware - Cathy Dwyer 9
Communication – private messages
HICSS Socialware - Cathy Dwyer 10
Communication
public comments (also called testimonials)
Posting to “the wall” (Facebook)
Visible to anyone viewing a profile
HICSS Socialware - Cathy Dwyer 11
Online survey: comparison of Facebook and MySpace members
Researchmethod: Online survey
Period: 8/1 – 9/15/06 Universe: MySpace and Facebook
members (survey customized for both sites)
Sample type: Ad-hoc sample Recruitment: post notices in both sites,
iTunes download for completing survey
Analyzableresponses: 117
(69 Facebook, 48 MySpace)
HICSS Socialware - Cathy Dwyer 12
Basic demographics
69 Facebook members completed the survey 29 male and 40 female average age 20.36
48 MySpace members completed the survey 29 males and 19 females average age 22.93
HICSS Socialware - Cathy Dwyer 13
Ethnicity
Facebook (%)
MySpace
Asian 15.94 12.50
Black or African American 17.39 6.25
Hispanic 17.39 12.50
Mixed race 7.25 6.25
Native Hawaiian and Pacific Islander 1.45 4.17
White 28.99 56.25
Other, please specify 8.70 2.08
No response 2.90 0.00
HICSS Socialware - Cathy Dwyer 14
Frequency of Use
Facebook MySpace
How often do you visit [SNS]? (%)
Every day 55.1 60.4
Several times a week 24.6 22.9
Once a week 5.8 8.3
Once in a while 10.1 6.3
Other, please specify 4.3 2.1
Are you an active user of other social networking sites? (%)
Yes 40.58 45.83
No 59.42 54.17
HICSS Socialware - Cathy Dwyer 15
Q 49: How often do you update your profile on [SNS]? (%)
Every day 0.00 4.17
Several times a week 5.80 6.25
Once a week 4.35 12.50
Once in a while 82.61 72.92
Never 1.45 2.08
Other, please specify 5.80 2.08
Question 51: How often do you post comments to a friend’s profile? (%)
Every day 8.70 18.75
Several times a week 23.19 14.58
Once a week 17.39 16.67
Once in a while 46.38 47.92
Never 2.90 0.00
Other, please specify 1.45 2.08
HICSS Socialware - Cathy Dwyer 16
Size of Social networks (median = 200)Number of Friends on Social Networking Sites
0
500
1000
1500
2000
2500
1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 97 101 105 109 113
Respondents
only about 20% of respondents reported 50 or fewer friends
25% reported at least 300 friends (top value was 2255)
HICSS Socialware - Cathy Dwyer 17
~ 50 % prefer SNS over e-mailPrefer SNS over e-mail
0
2
4
6
8
10
12
14
16
18
20
1 2 3 4 5 6 7
(%)
SD to SA
HICSS Socialware - Cathy Dwyer 18
Prefer SNS over Instant Messenger
Prefer SNS to Instant Messenger
0
5
10
15
20
25
30
35
40
45
1 2 3 4 5 6 7
(%)
SD to SA
HICSS Socialware - Cathy Dwyer 19
Have you ever contacted friends after meeting them by using [social networking site] through the following (check all that apply):
Y N
MySpace
Y NP value
Telephone 0.0% 100.0% 0.0% 100.0%
Met face to face 27.5% 72.5% 54.2% 45.8% .004**
Instant messenger
34.8% 65.2% 60.4% 39.6% .006**
18.8% 81.2% 33.3% 66.7% 0.074
Did not communicate outside of [social networking site]
40.6% 59.4% 20.8% 79.2% .025*
Do members develop relationships that extend beyond SNS?
HICSS Socialware - Cathy Dwyer 20
Trust in profiles (.005**)Facebook mean = 4.29, MySpace = 5.13
I believe most of the profiles on [SNS] are exaggerated to make the person look more appealing.
0
5
10
15
20
25
30
35
1 2 3 4 5 6 7
SD - SA
MySpace
HICSS Socialware - Cathy Dwyer 21
Privacy (.033*)Facebook mean = 3.88, MySpace = 3.29
I feel that the privacy of my personal information is protected by [SNS]
0
5
10
15
20
25
30
1 2 3 4 5 6 7
SD - SA
MySpace
HICSS Socialware - Cathy Dwyer 22
Count
I would not like other people on Facebook to know how often I view their profile.
Mean = 4.571=SD 7=SA
Total
1 2 3 4 5 6 7
1 = SD
I would like to know who has
viewed my profile on
Facebook.Mean = 5.43
7 = SA
1 0 0 0 0 0 0 3 3
2 2 0 0 0 0 2 1 5
3 2 1 1 2 2 3 0 11
4 0 0 2 0 1 3 4 10
5 1 4 3 2 4 4 2 20
6 0 4 5 5 4 4 2 24
7 3 3 6 9 4 6 12 43
Total 8 12 17 18 15 22 24 116
42/116 = ~36%
More than a third would like to know who has looked at their profile, but not allow others to know what profiles they have viewed
HICSS Socialware - Cathy Dwyer 23
What do you like the most?
“Its like having an online address book that automatically updates itself”
“Having access to contact information for friends, as well as having a glimpse of what is happening with other people's lives”
“Ease, automation, centralization” “It is an evolving way of organizing and keeping in
touch with friends and other acquaintances whom may be out of reach otherwise”
“No stigma of going out single, meet people who don’t like bars/clubs”
“The opportunity to network and communicate with millions of people almost anywhere in the world”
HICSS Socialware - Cathy Dwyer 24
What is your greatest concern?
“Unfortunately, I was stalked once through the facebook. He was a younger man who attended one of my classes. Though I never met him face to face, he used the information such as my AIM screenname and my blog on the facebook to constantly contact me”
“Employers gaining access to information/pictures that are irrelevant to someone's job performance but still used against them”
“That I won't be paying attention and do something stupid”
“Parents and teachers checking on my profile” “Someone who becomes obsessed with you to the
point where they follow your every move”
HICSS Socialware - Cathy Dwyer 25
Business model
Highly desired demographic audience for marketers
Advertising – Google Ad Sense Membership upgrades (CyWorld) Promotion of entertainers
(musicians, Borat on MySpace) Unknown – social data mining?
HICSS Socialware - Cathy Dwyer 26
Web traffic (past 12 months)MySpace vs. Facebook vs. CNN
HICSS Socialware - Cathy Dwyer 27
Facebook vs. MySpace vs. CNN
HICSS Socialware - Cathy Dwyer 28
How are social networking sites using data?
Architecture allows real time capture of all interactions within a digital space
Preferences on books, music, movies is posted on profiles
Huge data set creates closed universe for data analysis
HICSS Socialware - Cathy Dwyer 29
Marketers want data
Product interest by region Product interest by gender From Facebook privacy policy:
“We may provide information to service providers to help us bring you the services we offer.”
From Facebook privacy policy: “Facebook may also collect information about you from other sources, such as newspapers, blogs, instant messaging services, and other users of the Facebook service through the operation of the service (e.g., photo tags) in order to provide you with more useful information and a more personalized experience.”
HICSS Socialware - Cathy Dwyer 30
Summary
Overview of basic features of social networking site
Popular activity combining multimedia with easy communication channels
Evidence of conflicted attitudes Business model based on social
data mining may undercut trust