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BGI & Social Networking
July 20, 2010
The Social WebA Recap
The Social Web
So where is this place that we are going to converse? It’s called the Social WebSo what is the Social Web?
It is Social Networks of people having conversations
Who are sharing Social Media
It functions using Social Software applications
And takes advantage of the toolchest of open technologies called Web 2.0
Social Networks
So what areSocial Networks?
“A web of interconnected people who directly or indirectly interact with or influence each other.”— divers hands
Is Facebook a Social Network?
Facebook is not a Social Network
Facebook offers services to Social NetworksThus it is more properly a Social Networking ServiceIt is is Facebook’s interest to claim they are the Social NetworkIf Facebook were to close today, the Social Networks it serves would still exist
Social NetworksSome Concepts
What is a Network?
AA network is a set of relationshipsthe nodesthe connections between the nodes
Connections can be one-way (asymmetric), two-way (symmetric), and can be multiplex (multiple ways)The network distance between nodes are called stepsThe maximum distance between many nodes is the diameter
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dia=3
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Mapping Social Networks
These maps are called sociogramsThe distance between nodes is determined by
size of the first order of nodesextent to which the nodes overlapbarriers between nodesagency (acting on behalf of others) exercised between nodes
Types of Networks?Ego-centric networks
connected with a single node, e.g. my friends, companies that do business with Apple
Socio-centric networkswhere the centrality is not clear, but are completely described. “in the box”
Open-system networksboundaries are not clear, are not completely described, not “in the box”
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Six Degrees
If there was zero overlap in everyone’s personal connections, then you could reach the entire population in the US in three stepsExperiments by Stanley Milgram estimate actual steps to be six (reached through five intervening persons)Thus “Six Degrees of Separation”
Small World Networks
The property of “six degrees of separation” is an example of a small world network, also called a scale-free networkA small world network is connected almost randomly, yet the “diameter” of the network is very smallSmall world networks are very efficient, and robust against damage Small world networks have been found in many other places: in brain, proteins, genes, ecology, markets, etc.
OrderedNetwork
Random = 0
RandomNetwork
Random = 1
Small WorldNetwork
Random >0, <1
Hubs
Analysis of small world networks shows that there are many hubs
Often called connectors or mavens
Milgram and others originally believed that hubs could be discoveredThus marketers thought they could be found and influencedMilgram has since discovered that hubs are not predictable
Tipping Points
Information is not propagated through a social network in a linear fashionInstead, once a certain criticality of propagation is reached in one subnetwork, the information is spread to the rest of the networkThis threshold of criticality has been popularized as “The Tipping Point”All small-world networks have these thresholds
Strong Ties
The strength of an interpersonal connection is a combination of
amount of timeemotional intensityintimacy (mutual confiding)reciprocity (mutuality of services)
Those with large interpersonal connection are considered to have a “strong tie”However, networks of only strong ties are not efficient nor robust
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Weak Ties
Studies show that information diffusion is more efficient through weak ties
More jobs come from weak tiesMore relationships come from weak ties
Strong ties breed local cohesion, however, lead to overall fragmentationWeak ties, often denounced as alienation, are the key to large communities
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Value of Weak Ties
Your strong ties already have the same friends, same resources, and know the same things you do.Your strong ties are vulnerable to group think or “echo chamber” effectOne of most valuable reason to maintain a network of strong ties is to have access to their network of weak ties
Unstructured TrustIntuitive, unconscious trust
Emotional, intimate, often irrational
Your “monkeyware” for trust
No trust
Unstructured
Trust
Familiar Stranger
Unstructured
Trust
Conversations for Discovery
Unstructured
Trust
Casual Friends
Unstructured
Trust
The Work Group
Unstructured
Trust
The Crowd
Unstructured
Trust
The Mob
Unstructured
Trust
Unstructured Trust
Larger groups need “structured trust”
Less intuitive, more conscious
Require language and logic
Results in rules and laws
The Dunbar Number
Limits on the size of “unstuctured trust” based groups
Concept: The Dunbar Number
Dr. Robin Dunbar
Groups Size & Neocortex Ratio
TheDunbar Number
Concept: The Dunbar Number
Dr. Robin Dunbar
Gladwell, Watts, Buchanan, et al.
Survival Groups
TheDunbar Number
Survival Groups
TheDunbar Number
Survival Groups
TheDunbar Number
Survival Groups
TheDunbar Number
Ultima OnlineSizes of Guilds
Limits to Group Size
Ultima OnlineHistogram of Sizes of Guilds
Limits to Group Size
World of WarcraftSubgraph Map of a Guild
Limits to Group Size
World of WarcraftMax Subgraph Size of all Guilds
Limits to Group Size
World of WarcraftSubgraph Ratio of all Guilds
Limits to Group Size
Group Satisfaction
Limits to Group Size
Social Channel Capacity
Limit to your ability to have an emotional connection
Support Circle
People you go to in times of severe stress
Core of your Intimate Social Network
Typically 3-5 people
Sympathy Circle
People you go to for sympathy
Or whose death would devastate you
Typically 10-15 people
Trust CirclePeople whom you share a mutual
“intimate” emotional connection - strong ties
Ranges widely, typically 80-120 people
Emotional Circle
Non-mutual emotional connection - weak ties
Also called “social channel capacity”
Multiple studies show average 290
Weak TiesPeople in Emotional Circle
but not Trust Circle are weak ties
New opportunities are more likely
Dunbar Number ≠ Social Channel Capacity
Participation Inequality
Large groups can’t rely on “unstructured trust”, thus have power laws of unequal participation
Participation Inequality
Volitional online community members 90% only “lurk”
9% contribute occationally1% actively participate
Participation Inequality
90% of postings from 1% of users
Participation Inequality
It takes energy to change these percentages
Participation Inequality
The subgroups are also groupsDoesn’t this person look like he is
doing all the work?
Participation Inequality
Whereas now now we have a proven“work team” size at heart
Health of Online Communities
(data from quantcast.com)
typical communitysite
rpg.net obesityhealth.comunhealthycommunity
Group Size Problems
Problems caused by inappropriately sized groups
Concept: Group Size Problems
Too Few PeopleInsufficient critical mass
Unable to sustain conversationFeels like you are aloneLack of commitment or leadershipGroupthink & Echo Chamber
Concept: Group Size Problems
Too Few PeopleInsufficient critical mass
Unable to sustain conversationFeels like you are aloneLack of commitment or leadershipGroupthink & Echo Chamber
Too Many PeopleToo noisy, not enough signalLack of trust, unequal trustCliques & bad gossip
Inappropriate politicsOther social contract failures
FlamesTrollsTragedy of the commons
Concept: Appropriate SizeSmall Groups (2-12 active, best for 4-9 active)
Chat RoomTeleconference w/BackchannelCooperative EditorDiscussion List - FlatBlogs - Shared only to PrivateBlogs - Group Authored
Concept: Appropriate SizeSmall Groups (2-12 active, best for 4-9 active)
Chat RoomTeleconference w/BackchannelCooperative EditorDiscussion List - FlatBlogs - Shared only to PrivateBlogs - Group Authored
Medium Groups (13-150 active, best for 25-80 active)Instant MessageAvatar ChatDiscussion List - ThreadedWiki - Single Workspace
Concept: Appropriate SizeSmall Groups (2-12 active, best for 4-9 active)
Chat RoomTeleconference w/BackchannelCooperative EditorDiscussion List - FlatBlogs - Shared only to PrivateBlogs - Group Authored
Medium Groups (13-150 active, best for 25-80 active)Instant MessageAvatar ChatDiscussion List - ThreadedWiki - Single Workspace
Large Groups (150+ active)Discussion List - Reputation Filterered (i.e. SlashDot)Wiki - Multiple WorkspacesBlog - PublicSocial Network
Social Network Theory
Key social network theory takeawaysSix DegreesConnectors/MavensStrong LinksWeak LinksSmall World NetworksUnstructured TrustFamiliar StrangerDunbar NumberTrust CircleSocial Channel
Capacity/Emotional CircleParticipation Inequality
Social Networking ServicesTypes & Demographics
Social Networking Services
Over 400 several years ago
Many more today
Types of Social Networking Services
Friend Networking
MySpace, Facebook, Twitter, Orkut, Ning
Business Networking
LinkedIn, Spoke
Common Interest
Classmates, DeanSpace, Small Planet
Face-to-Face Facilitation
Meetup, Upcoming, Eventful
Sharing
Flickr, Dogster, Home Exchange, Couch Surfer
Mobile, Location & Presence
Dodgeball, Plazes, Doppler, Twitter
Dating
eHarmony, Match.com
Different Identities Different social networks services servedifferent parts of our personal identities
Different Cultures Different social networks have different cultures
Social Media MatchupMySpace, Facebook & Twitter
Chicago Tribune 2009-10-09http://www.chicagotribune.com/business/chi-biz-twitter-graphic-oct07,0,1689342.graphic
International Social Network Services
Social Network Services are not just used in the US, nor are they using
predominately US services
Orkut leads in the Indian subcontinent, as well as Brazil.Facebook is stronger, internationally, than MySpace, with surprising strongholds in the Middle East.hi5.com is the most international of all the social networks, leading in Peru, Colombia, Central America, and other, scattered countries such as Mongolia, Romania, and Tunisia.Both Bebo and Skyblog follow colonial patterns, the first strong in smaller English-speaking countries such as Ireland and New Zealand, and the latter in Francophone countries;Friendster, the original social network, leads all across Southeast Asia.Fotolog, a photo service defeated in the US by Friendster, has re-emerged as the dominant social network in Argentina and Chile.International Social Networks
Demographics – Gender
Slightly more women use social networks
Demographics – Gender
Some are as much as 2/3rds female
Demographics – AgeAmount of time spent on a SNS is highly dependent on age
However, > 50% of MySpace users are over 35
Fastest growing demographic on facebook is women over 35
Demographics – Overlap
There is substantial overlap between different social networks, however social
network fatigue is becoming more common
Social Networking ServicesFundamentals
The Connection
The “friends” connection is the unifying characteristic of all social networksIs not always called “friends” but sometimes “connections” or “contact”It is often further qualified “met”, “acquaintance”, “family”, etc.Is not always mutualTypically are “explicit” connections, however, “implicit” connections are often more valuable.Inviting friends serves the network’s interest more then the users
going viral is rarely in your interest
The Profile
In the long run a user’s profile is probably more important then list of friendsIs a place to show your identity
including interests, valuesAlso shows your connections
Group connections can also be important
Often contain ephemeral “presence” informationCan have big privacy issues
Typically defaulting semi-public, which is in the social network’s interestNot very good with contextual privacy
Status Updates
Most social network offer easy ways to view changes and updates of friend’s profilesMost offer easy ways to update your profile
“presence” or “microblogging”Often looking at friend’s profiles is a social action
pokes, comments, endorsements
Looking at friend’s of friends profiles and status updates is a common behavior
Choosing a Social Networks
Your first personal social network should be the one where you have at least 6-7 people you have a strong emotional connection withBe aware of your social context – Facebook and MySpace in particular are very personal, LinkedIn is very professional, and Twitter in-betweenFacebook is for sharing the people you know well, MySpace is to show off your style, LinkedIn is for your resume, and Twitter is for people you don’t know
Invite Etiquette
Never bulk request friendsIt is always in the social network services interest to do so, but it is spam that reflects badly on you
I suggest you only invite those already using the serviceAlways personalize invites
Do one at a timeRemind them why they might want to connect
Focus on those you have an emotional connection
Conversations
ConversationsThey are personal and authenticThey are vibrant and emergentThey are two-way — you must listen then respondThey can’t be controlled or organized without losing their value
Five Rules
The purpose of conversation is to create and improve understanding — not to “deliver messages”
There is no “audience” in conversation, only partners
People in conversations don’t repeat the same thing over and over — they move on
Conversations are about listening and talking, not announcing
Conversation is live, and constantly moving and changing
Five Rules of Conversation— doc searls
Major US Social Network ServicesMySpace, Facebook, Twitter, LinkedIn, Ning
Originally organized around colleges, later by workplaces & locality, now openTries to be a central social “portal”All connections are mutual – both parties must agreeReconnect with old friends and familyFor colleges today, central to social lifeOriented toward professionals and white-collar
MySpace
Until recently the largest social networkOriginally launched as an alternative music centric social networkFriend connections are mutual, but very light – bands can be friendsProfiles are very customizable, and allowed for more personalityBeginning to class segment against white-collar and professionals
Never marketed itself as a social networking serviceConnections are asymmetricFocus is on byte-sized chunks of informationThe 140 character limit is ideal for texting, thus has large penetration in unusual market segmentsOpen protocols give Twitter an edge in flexibility, search is very powerfulGreat for social networking during events and crises
Comparison
MySpace“wandering the halls of high school befriending all you see, with a boombox on your shoulder”
Facebook“like a large family wedding or class reunion”“is for those you know”
Twitter“is for you those you don’t know”“mingling in the conference of life”
The “professional” social networkFocused on professional connections, the links are not called friends, and until recently no avatarsHas an introduction mechanism
However, in my personal experience not very useful beyond 2 degrees
Strongest point is the 21st-century resume in the professional profileEndorsements very powerful
I have 360°of endorsements: investors, coworkers, employees, colleagues, etc.
Ning
Offers “private” “customizable” social networksFor existing groups, can give the group for more control and flexibilityHowever, critical mass is an issue for niche social networksWith over 5,000 different social networks, it is difficult to connect to people outside of niche
BGI & SNSsCurrent the BGI community uses primarily three social networking services:
FacebookTwitterLinkedIn
In addition, we are also sharing media using:DeliciousGoogle ReaderYouTubeFlickr
BGI & SNSs
Facebookhttp://www.facebook.com/pages/Bainbridge-Graduate-Institute/33962174060
LinkedInhttp://www.linkedin.com/groups?gid=949
Delicioushttp://delicious.com/bgiedu
Twitterhttp://twitter.com/bgiedu
To get on the BGI Twitter or Delicious network list send your real name, your cohort, and your network URL:mailto:[email protected]