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BGI & Social Networking July 20, 2010
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Page 1: Social Networking

BGI & Social Networking

July 20, 2010

Page 2: Social Networking

The Social WebA Recap

Page 3: Social Networking

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

Page 4: Social Networking

Social Networks

So what areSocial Networks?

“A web of interconnected people who directly or indirectly interact with or influence each other.”— divers hands

Page 5: Social Networking

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

Page 6: Social Networking

Social NetworksSome Concepts

Page 7: Social Networking

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

B

A B

A B C

A

B

C

DEG

dia=3

1 2

Page 8: Social Networking

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

Page 9: Social Networking

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”

A

B

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DEF

A

B C

DE

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Page 10: Social Networking

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”

Page 11: Social Networking

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

Page 12: Social Networking

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

Page 13: Social Networking

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

Page 14: Social Networking

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

A

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D

E

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G

H

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Page 15: Social Networking

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

A

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Page 16: Social Networking

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

Page 17: Social Networking

Unstructured TrustIntuitive, unconscious trust

Emotional, intimate, often irrational

Your “monkeyware” for trust

Page 18: Social Networking

No trust

Unstructured

Trust

Page 19: Social Networking

Familiar Stranger

Unstructured

Trust

Page 20: Social Networking

Conversations for Discovery

Unstructured

Trust

Page 21: Social Networking

Casual Friends

Unstructured

Trust

Page 22: Social Networking

The Work Group

Unstructured

Trust

Page 23: Social Networking

The Crowd

Unstructured

Trust

Page 24: Social Networking

The Mob

Unstructured

Trust

Page 25: Social Networking

Unstructured Trust

Larger groups need “structured trust”

Less intuitive, more conscious

Require language and logic

Results in rules and laws

Page 26: Social Networking

The Dunbar Number

Limits on the size of “unstuctured trust” based groups

Page 27: Social Networking

Concept: The Dunbar Number

Dr. Robin Dunbar

Page 28: Social Networking

Groups Size & Neocortex Ratio

TheDunbar Number

Page 29: Social Networking

Concept: The Dunbar Number

Dr. Robin Dunbar

Gladwell, Watts, Buchanan, et al.

Page 30: Social Networking

Survival Groups

TheDunbar Number

Page 31: Social Networking

Survival Groups

TheDunbar Number

Page 32: Social Networking

Survival Groups

TheDunbar Number

Page 33: Social Networking

Survival Groups

TheDunbar Number

Page 34: Social Networking

Ultima OnlineSizes of Guilds

Limits to Group Size

Page 35: Social Networking

Ultima OnlineHistogram of Sizes of Guilds

Limits to Group Size

Page 36: Social Networking

World of WarcraftSubgraph Map of a Guild

Limits to Group Size

Page 37: Social Networking

World of WarcraftMax Subgraph Size of all Guilds

Limits to Group Size

Page 38: Social Networking

World of WarcraftSubgraph Ratio of all Guilds

Limits to Group Size

Page 39: Social Networking

Group Satisfaction

Limits to Group Size

Page 40: Social Networking

Social Channel Capacity

Limit to your ability to have an emotional connection

Page 41: Social Networking

Support Circle

People you go to in times of severe stress

Core of your Intimate Social Network

Typically 3-5 people

Page 42: Social Networking

Sympathy Circle

People you go to for sympathy

Or whose death would devastate you

Typically 10-15 people

Page 43: Social Networking

Trust CirclePeople whom you share a mutual

“intimate” emotional connection - strong ties

Ranges widely, typically 80-120 people

Page 44: Social Networking

Emotional Circle

Non-mutual emotional connection - weak ties

Also called “social channel capacity”

Multiple studies show average 290

Page 45: Social Networking

Weak TiesPeople in Emotional Circle

but not Trust Circle are weak ties

New opportunities are more likely

Page 46: Social Networking

Dunbar Number ≠ Social Channel Capacity

Page 47: Social Networking

Participation Inequality

Large groups can’t rely on “unstructured trust”, thus have power laws of unequal participation

Page 48: Social Networking

Participation Inequality

Volitional online community members 90% only “lurk”

9% contribute occationally1% actively participate

Page 49: Social Networking

Participation Inequality

90% of postings from 1% of users

Page 50: Social Networking

Participation Inequality

It takes energy to change these percentages

Page 51: Social Networking

Participation Inequality

The subgroups are also groupsDoesn’t this person look like he is

doing all the work?

Page 52: Social Networking

Participation Inequality

Whereas now now we have a proven“work team” size at heart

Page 53: Social Networking

Health of Online Communities

(data from quantcast.com)

typical communitysite

rpg.net obesityhealth.comunhealthycommunity

Page 54: Social Networking

Group Size Problems

Problems caused by inappropriately sized groups

Page 55: Social Networking

Concept: Group Size Problems

Too Few PeopleInsufficient critical mass

Unable to sustain conversationFeels like you are aloneLack of commitment or leadershipGroupthink & Echo Chamber

Page 56: Social Networking

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

Page 57: Social Networking

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

Page 58: Social Networking

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

Page 59: Social Networking

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

Page 60: Social Networking

Social Network Theory

Key social network theory takeawaysSix DegreesConnectors/MavensStrong LinksWeak LinksSmall World NetworksUnstructured TrustFamiliar StrangerDunbar NumberTrust CircleSocial Channel

Capacity/Emotional CircleParticipation Inequality

Page 61: Social Networking

Social Networking ServicesTypes & Demographics

Page 62: Social Networking

Social Networking Services

Over 400 several years ago

Many more today

Page 63: Social Networking

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

Page 64: Social Networking

Different Identities Different social networks services servedifferent parts of our personal identities

Page 65: Social Networking

Different Cultures Different social networks have different cultures

Page 66: Social Networking

Social Media MatchupMySpace, Facebook & Twitter

Chicago Tribune 2009-10-09http://www.chicagotribune.com/business/chi-biz-twitter-graphic-oct07,0,1689342.graphic

Page 67: Social Networking

International Social Network Services

Social Network Services are not just used in the US, nor are they using

predominately US services

Page 68: Social Networking

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

Page 69: Social Networking

Demographics – Gender

Slightly more women use social networks

Page 70: Social Networking

Demographics – Gender

Some are as much as 2/3rds female

Page 71: Social Networking

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

Page 72: Social Networking

Demographics – Overlap

There is substantial overlap between different social networks, however social

network fatigue is becoming more common

Page 73: Social Networking

Social Networking ServicesFundamentals

Page 74: Social Networking

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

Page 75: Social Networking

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

Page 76: Social Networking

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

Page 77: Social Networking

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

Page 78: Social Networking

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

Page 79: Social Networking

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

Page 80: Social Networking

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

Page 81: Social Networking

Major US Social Network ServicesMySpace, Facebook, Twitter, LinkedIn, Ning

Page 82: Social Networking

Facebook

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

Page 83: Social Networking

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

Page 84: Social Networking

Twitter

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

Page 85: Social Networking

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”

Page 86: Social Networking

LinkedIn

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.

Page 87: Social Networking

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

Page 88: Social Networking

BGI & SNSsCurrent the BGI community uses primarily three social networking services:

FacebookTwitterLinkedIn

In addition, we are also sharing media using:DeliciousGoogle ReaderYouTubeFlickr

Page 89: Social Networking

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]


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