SOCIAL NETWORKINGOverview & Analysis

Rachel Cohen, Nicolette Pajda, Sumit Mukhia

What is Social Networking?

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WIKI: “A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others.”

HISTORY OF SOCIAL NETWORKING

Boyd d.m ,Ellison B Nichole, 2007

1995: Classmate.com is first social networking site

1997: SixDegree.com launched (1997-2001))

2003: SNS hit the main stream

HISTORY OF FACEBOOK In 2004, Facebook started as a social networking site for

Harvard students

In 2005, Facebook re-launched as a college networking site.

In 2006, Facebook expanded membership eligibility to employees of several companies, including Apple Inc. and Microsoft.

Facebook opened on Sep 26, 2006 to anyone aged 13+ with valid email address

20092004

FACEBOOK: LEADS SHARING

Recent report claims that more than 200 million people were using QZone as of January 31, 2009, surpassing international players like Facebook (which recently announced 175 million registered users) and MySpace.

Device: computer, phone, PDA

Internet access

Computer literacy

Web host

Changing how we:

Keep in touch with family and friends

Meet new people

Professionally network

Market

Advertisement revenue

Virtual goods and gifts

Employment opportunities

Archives: photos, profile, comments, notes, events, posts, etc.

MySQL

Memcached servers

Layout is simple, clean & convenient

User limited to customizations

Recognizable aesthetic to all users

Formation of self-identity

Suggests constant involvement with collective media

Create a need to interact and participate, not just lurk

Restricts modes of self-expression

Affects way of communication

Alters perception of relationships and what we believe we need to know about others

Photos, quizzes, statuses, and applications help us get to know others

TURNLEY: Facebook & Technology

“Each medium has a technical dimension that constitutes part of its working”

Computer or mobile device with Internet access Users need computer literacy to perform basic tasks like

uploading pictures, editing profile, add widgets etc. Web host required for developers to host their

applications Application developers needs familiarity with Facebook Mark Up Language (FBML), Facebook API

Basic Understanding of SSH, Mysql Constraint:

Minimal customization of look and layout (aesthetic) Only allows first degree connection Internet connection required (mobile/computer)

TURNLEY: Facebook & Social Built to change and foster in ways we interact

Keeping in touch: search options, status updates, tagging, instant chat, sharing events/ videos, etc.

Meeting new people: suggested friends, advanced search options

Professional networking: search options, suggested friends, pm’s, status updates

Marketing: applications, status updates

“form, formatting, design & content”

Clean, consistent, uniform template

Same homepage for all users

Profiles identical, but can rearrange boxes

Emphasis on content

Marshall McLuhan “medium is the message”

TURNLEY: Facebook & Aesthetic

“form, formatting, design & content” MySpace allowed profile customization, but did not maintain popularity

Usability is easy because of aesthetics & clear design

TURNLEY: Facebook & Aesthetic

“medium has conventions & expectations”

Facebook users expect the same format, layout and design.

Resistant to change: photos, Newsfeed

Recognize digital aesthetic as medium type

TURNLEY: Facebook & Aesthetic

EMERGING GENRES

Status Updates:

Quotes, typically from songs

Ads or promotions

HOW DO I USE IT?

Basic Features and Uses Photos, videos, media Tagging, Friending, Commenting, Posting Networks, groups, fans Personal info, messaging, chat, applications

Customizable Features Privacy and account settings Security and search Pew Report: “Digital Footprints”

SOCIAL NETWORKING: It’s here to stay

FACEBOOK APPS: FARMVILLE

Likes

Interactivity of game play: plant, plow, earn/spend coins, gift

See your "neighbors," their level, & points

FACEBOOK APPS:FARMVILLE

Dislikes: Gifts and neighbor requests show up on homepage, not in app

No direct chatting through app, only Facebook chat Neale & Russell-Bennett, "

Gifts and What value do users derive from social networking applications?”

If app is entertaining, will recommend to friends

THANK YOU!