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Social Network Kanitsorn Suriyapaiboonwattana Digital Information Management School Of Informatics Walailak University
Social NetworkKanitsorn Suriyapaiboonwattana
Digital Information Management
School Of Informatics
Walailak University
Introduction to Social Network Protecting Trademarks on Social Media The Risks of Social Networking Future Trends in Social Media & Social
Networking
OUTLINE
Everybody talks about Networks?
Networked
Economy
National
Innovation
Networks
Networking
Entrepreneurial
Networks
Ego
Networks
Regional
Networks
Infrastructure
Networks
Social Networks
Social Networks• How do you explain to say somebody what Social
Network is? What Social Network Analysis is?
Network Analysis is the keywordFor the 21st Century
Researchers , Politicians , People talk about Networks around you.
How do you explain what network is?
What is a Network?
node
node
node
node
nodenode
node
node
node
node
nodenode
node
node
node
node
node
Definition : A set of nodes, points, or locations connected by means ofdata, voice, and video communications for the purpose of exchange.
Social Networks
A social network is a description of the social structure between actors, mostly individuals or organizations.
It indicates the ways in which they are connected through various social familiarities ranging from casual acquaintance to close familiar bonds.
• Wikipedia definition-A social network is a social structure made of individuals (or organizations) called "nodes," which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, financial exchange, dislike or relationships of beliefs, knowledge or prestige
• Social networking is the grouping of individuals into specific groups, like small rural communities or a neighborhood subdivision, if you will.
Social Networks
Origin of social sites• Social network sites (SNSs) such as such as Friendster, CyWorld,
and MySpace allow individuals to present themselves, articulate their social networks, and establish or maintain connections with others.
• These sites can be oriented towards work-related contexts (e.g., LinkedIn.com), romantic relationship initiation (the original goal of Friendster.com), connecting those with shared interests such as music or politics (e.g., MySpace.com), or the college student population (the original incarnation of Facebook.com).
Popular social networking sites• Personal sites-Myspace,orkut,Cyworld
• Professional/work related-LinkedIn
• Romantic relationship initiation-friendster
• Microblogging-Twitter
• Music-last.fm
• Movies-flickster
• Photos/pictures-flickr
Social Network AnalysisWe measure Social Network in terms of:1. Degree Centrality: The number of direct connections a
node has. What really matters is where those connections lead to and how they connect the otherwise unconnected.
2. Betweenness Centrality: A node with high betweenness has great influence over what flows in the network indicating important links and single point of failure.
3. Closeness CentralityThe degree an individual is near all other individuals in a network (directly or indirectly). It reflects the ability to access information through the network .
Why internet is popular mean for social networking
• The Internet is powerful because it bridges distance at a low cost
• When people first meet online they tend to “like” each other more
• Less stressful than face-to-face meeting
• Superficialities aside people focus on communicating their “selves”
Social network as a graph• Nodes: A Unit That Possibly is Connected
• Individuals, Households, Workgroups , Organizations, States
• Relationships (A Specific Type of Connection)
• A “Role Relationship”
• Gives Emotional Support
• Links Web Page
Social network as a graph(conti.)• Ties (Contain One or More Relationships)
• Friendship (with possibly many relationships)
• Affiliations (Person – Organization)
Type Of Social Networks1. Social Connections
• Facebook, Twitter, Google + , MySpace
2. Multimedia Sharing• YouTube, Flickr, Picasa
3. Professional• LinkdIn, Classroom2.0, Nurse Connect
4. Informational• Do-It-Yourself Community, Super Green Me
Type Of Social Networks5. Educational
• The Student Room, The Math Forum, ePALS School Blog
6. Hobbies• Oh My Bloom, Sport Shouting
7. Academic• Research Gate, Academia.edu
Types of social networkers• Alpha Socialisers – (a minority) people who used sites
in intense short bursts to flirt,meet new people, and be entertained.
• Attention Seekers – (some) people who craved attention and comments from others, often by posting photos and customizing their profiles.
• Followers – (many) people who joined sites to keep up with what their peers were doing.
Types of social networkers(conti.)• Faithfuls – (many) people who typically used social networking
sites to rekindle old friendships, often from school or university.
• Functionals – (a minority) people who tended to be single-minded in using sites for a particular purpose.
Source: Ofcom Social Networking Sites research, September-October 2007
Grade Social classChief income earner's
occupation
A upper middle class
Higher managerial,
administrative or
professional
B middle class
Intermediate managerial,
administrative or
professional
C1 lower middle class
Supervisory or clerical and
junior managerial,
administrative or
professional
C2 skilled working class Skilled manual workers
D working classSemi and unskilled manual
workers
E non working
Casual or lowest grade
workers, pensioners, and
others who depend on the
welfare state for their
income,
Social networks and KMS• Why Social Networks in KMS?
People
TechnologyOrganizationProcesses
KM
Knowledge Management involves people, technology, and processes inOverlapping parts.
Social Networks and KMS• Why are we studying Social
Networks ?
What ties Information Architecture,Knowledge Management and Social Network Analysis more closely together is the reciprocal relationship between people and content.
Information Architecture
KnowledgeManagement
Systems
Social Networks
What is Social Media• Social media is the term used to describe social interaction
through the internet including audio, video, images and text.
• Social media is the media (content) that you upload --whether that's a blog, video, slideshow, podcast, newsletter or an eBook. Consider social media as a one-to-many communication method. Although people can respond and comment.
• This includes social networking and content-sharing. The services are mostly free to use and you don’t really need to have any technical skills to use them.
What is Social Media
Social networking is all about engagement -- creating relationships, communicating with your readers, building your following and connecting with your online audience.
Social Media Comparison Infographic
Protecting Trademarks on Social Media
Social Media is Exploding
You’ve
heard of :130 million120 million
120 million
120 million
120 million
But have
you heard
of….
100 million
…and the Thousands of “smaller” niche players with millions of members each
500 million
160 million
200 million
Social Media is Mainstream• 60% of Internet users are members of Social Media Networks
– PC Advisor• Social Media has overtaken porn as the #1 activity on the
Web – NY Times• More than 21% of cell phone users visit social media from
their phones - Comscore• Americans spend 25% of their time online on social networks
- Nielsen• 25% of search results for the World’s Top 20 largest
brands are links to user-generated content - Nielsen
Usernames are the Internet’s New Brand Identifiers
Evolution Online for Trademark Professionals
200 million domain names (90M are .com)
2 billion usernames on top 20 social networks
25% of search results… are links to user generated content and this is growing
Complication – No Barriers to Obtain
Usernames are:
• Free to obtain • First come - first served• Typically have profile pages• Indexed by search engines• Receive traffic and can be monetized• Typically NOT Reused
Complication - No Protection Mechanisms
Domain Names - Controlled
Today
• UDRP (Uniform Domain Resolution Policy)
• WHOIS
• Anti-Cybersquatting
• In-Rem
• Sunrise periods
Coming Soon
• Uniform Rapid Suspension
• Trademark Clearinghouse
• IP Claims
Usernames – UNCONTROLLED
Usernames are the Wild West
when compared to Domain Names
Today
• No Dispute Policy
• No Gatekeepers
• No GroupComing Soon
• Nothing
• Nothing
• Nothing
Complication - Everything Old is New
• Direct infringement
• Derogatory and defamatory speech
• Blatantly false information
• Impersonation of executives
Question
What should I do to protect my Trademark’s Usernames in Social Media?
The lessons from Domain Names
Best Practice – Be Proactive & Not Reactive
• Reserve your trademarks and key executives as Usernames
• Identify infringement early
Avoid “I think we have people handling this”Best Practices Dictates this should be owned by Legal• This is a trademark protection and enforcement issue
How is it being managed?Who are keeping the records? Is it anonymous or public?Who is ensuring the accounts remain active?
• Domain Name Registrars are not in this business
• Marketing Departments - may address some issues (quick Free Search on TM.Biz and you’ll know)
Evaluate Benefits and Risks
Proactive
Avoid confusion
Avoid loss of revenue
Avoid embarrassment
Avoid damage control
Far less expensive than recovery/clean-up efforts
Reactive
Consumer confusion
Loss of revenue
Loss of reputation
Legal fees
Recovery may not be successful
• Reserve trademarks and key executives as usernames• Include social media availability searches for all new
name creation efforts• Monitor for emerging social networks to avoid surprises• Investigate “taken” usernames for trademark
infringement
Protecting Trademarks
Protecting Trademarks Cost?
Eligible trademark professionals and brand managers can request a free account at: http://www.tm.biz
There are no set-up fees or subscription fees
Unlimited searching – you pay only for reports
The Risks of Social Networking
Fan, Friend or Foe?The Risks of Social Networking
2/3rd US households use social networks, twice as many as a year ago
98% of students at UNC use Facebook
Facebook has over 400 million “active” users, half of which login on any given day, 100 million via their mobile device
U.S. Facebook users 55 and older grew 922% in 2009 (now ~ 10 million)
How Do We Communicate Today?• I can write you a letter by snail mail.• I can write you a letter by email, without any regard for capitalization and
punctuation.• I can send you a message via Xbox Live or on my Wii.• I can call you.
– From my office phone or mobile device.– From my computer running Skype.
• We can instant message (AOL, Yahoo!, Google)• We can video conference.• I can be your Facebook friend.• I can access your Myspace page.• I can follow you on Twitter.• I can actually visit you in person?!
“Giving people the power to share and make the world more open and connected.”
“Twitter is a service for friends, family, and co-workers to communicate and stay connected through the exchange of quick frequent answers to one simple question:
What are you doing?”
“Your professional network of trusted contacts gives you an advantage in your career, and is one of your most valuable assets. LinkedIn exists to help you make better use of your professional network and help the people you trust in return.”
Why Use Social Media?• It’s where the students are• Provides a sense of community • Seen as a forum to postulate views • Fun way to stay connected with old friends or make new friends• Forum for communication (individual/group/mass) and collaboration• Allows for self-expression and self-representation• “Democratizing innovation”• “Crowdsourcing”
What Are The Security Risks?• Malware distribution
• Cyber-bullying
• (“trolling,” emotional abuse)
• “Shelf-life” of information (lives forever in cyberspace)
• Privacy concerns
– Information about you that you post
– Information about you that others post
– Information about you the social networking sites collect and share with others
What Are The Security Risks?• Can result in social engineering, identity theft, financial fraud, infected
computers, stalking, child abuse, sexual predation, defamation, lawsuits, mad boyfriend/girlfriend/spouse/parent, unwanted legacy, embarrassment, …
Malware Distribution• Similar to other threats that can lead to
downloading/installing malware
– Malicious ads
– Clickjacking (aka “likejacking”)
– Wall posts, inbox or chat messages with malicious links from “Friends” (hijacked user account)
– “My wallet was stolen and I’m stuck in Rome. Send me cash now.”
– Spam email pretending to be from Facebook admins
Malware Distribution
Malware Distribution• Koobface is grandaddy of malware targeting Facebook; continues
to evolve and infect today • Suspicious friend or follow request, or link
• Bogus FB groups/Pages/profiles to entice you• Suspicious/malicious application
mashable.com/2010/05/29/facebook-hilarious-video/
That Important “P” Wordprivacy : “The claim of individuals, groups or institutions to determine for themselves when, how and to what extent information about them is communicated to others.”
Who’s peeking?• Friends\family
• Friends of friends\family
• Parents
• Employers and co-workers
• Customers
• Universities
• Marketing companies\vendors
• Criminals\hackers
• Government agencies (IRS, SRS!)
• EVERYONE ELSE
The Evolution of Facebook“Privacy”
(blue = default availability of your
personal data)
Oh no! URL Shorteners• bit.ly, TinyUrl, ReadThisURL, NotLong
• Hides the true destination URL – no way to tell where you’re going until you click!
http://www.hacker.com/badsite?%20infect-your-pc.html is now
http://bit.ly/aaI9KV
3rd Party Applications
•Games, quizzes, cutesie stuff•Untested by Facebook – anyone can write one•No Terms and Conditions – you either allow or you don’t•Installation gives the developers rights to look at your profile and overrides your privacy settings!
Legal Issues• Copyright violations
• COPPA (Children’s Online Privacy Protection Act) covers sites directed to children under age 13 or general audience sites that know they’re dealing with kids younger than 13.
• Cyberbullying\stalking laws (recent)
• More to come….
Social Networking at Work• Does your University have a policy? Is incidental personal use
allowed? At what point does it exceed “incidental”? Discuss it with your supervisor
• Faculty and staff posting work-related information without authorization, or posting work-related information on personal pages
• K-State units should use Facebook Pages or groups rather than setting up a user profile; latter violates FB policy
• Possible data loss (inadvertent or malicious)• Damage to reputation (personal or institutional)• Personal rights issues (free speech, academic freedom)
Ethical Issues
Tips for Safer Social Networking1. Use a strong, unique password (don’t use the
same password on multiple sites; don’t use eID password on social networking sites)
2. Provide as little personal information as possible –avoid revealing birth date, address, etc.
3. Understand and customize the privacy settings in all of your social networking accounts
4. Don’t allow 3rd party applications to accessyour information (if possible)
Tips for Safer Social Networking5. Be careful about what you post
a. Photos of self or others
b. Opinions on controversial topics
c. Don’t rip classmates, professors, coworkers,employers, etc. – it WILL come back to haunt you
6. Don’t post anything related to youremployer (unless you’re authorized)
7. Supervise your kids’ use of socialnetworking sites
Tips for Safer Social Networking8. Be suspicious of friend/follow requests, ads, 3rd party
applications, chat messages, etc.
9. Minimize exploration – don’t carelessly click on lots of ads, videos, games, etc.
10. Use built-in and add-on features in web browsers to warn you of malicious sites
a. Anti-phishing filters in IE and Firefox
b. NoScript
c. Adblock Plus
d. Preview features of bit.ly, TinyURL
Tips for Safer Social Networking11. Trend Micro Web Reputations
Services is your friend
12. Google yourself and scrutinize results
13. Think before you click!!
Wait a sec
Future Trend
Let’s start with some statistics….
http://www.internetlivestats.com/
http://www.internetlivestats.com/
http://www.internetlivestats.com/
Social media continues to evolve, bringing new opportunities for multimedia social platforms. Sites that offer new and personalised user experiences will have a major influence on social sharing and internet traffic.
2. Curation
“Social Curators” use their insight into a particular audience to determine what might interest them
3. Collaborative Consumption
4. Big Data
mobile phones in use by end 2012
items of content shared on Facebook every month
projected growth of data per year vs. growth in global IT spending
potential annual consumer surplus from using personal location data globally
billion potential value to Europe’s public sector administration - more than the GDP of Greece
data analysts and more data savvy managers needed to take advantage of big data (in US).
to buy a disk drive that can store all the world’s music
Source: McKinsey Global Institute, May 2011
Big Data - what is it and where does is come from?
• Datasets so large they are difficult to work with with using standard database management tools
• Larger and larger datasets allow analysts to spot business trends and opportunities.
• Growing exponentially -sources include mobile devices, cameras, RFID, medical, music, wireless sensor networks, real-time/geospatial tracking, location-based services ebooks etc.
• More and more data being ‘stored’ in the Cloud
5. Visualisation & Infographics
6. Augmented Reality
Star Chart: gives you your very own virtual
star chart on your iPhone. Just point your iPhone to the sky and this app will tell you
what you are looking at.
Cyclopedia: adds Wikipedia information to your
reality. When you move your iPhone around, the app will automatically dig up information and
display it on your screen.
Panoramascope: gives you information
about your surroundings (mountains, their names).
Theodolite: a little app that acts as your
compass, GPS, map, and two-axis inclinometer. Great for hiking and active
sports in general.
New York Nearest Places: lets you
explore New York like never before. And you have seen nothing yet.
Golfscape GPS Rangefinder: an augmented
reality range finder for Golf lovers. It covers 35K+ courses. It displays the distance from
front, center, and back of green.
More people own mobile phones than tooth-brushes!
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” Charles Darwin
And finally….
