5 Connecting People
Web 2.0:
Concepts and
Applications
Lecture Objectives
1. What is social networking
2. What are advantages & disadvantages of social networking
3. What are various social networking sites
4. Understand Facebook, LinkedIn, Slideshare, Ning, Twitter
5. Understand why web 2.0 is important to business
6. Understand how companies are using social networking
7. What are some important statistics about social networking
8. What are concerns about social networking sites
9. What are some tips to safe social networking
Chapter 5: Connecting People 2
Overview
Social media applications inform, educate, and
entertain people through online media
A social networking application allows users to create
profiles for sharing information about themselves and
designate as friends or contacts users with whom
they share a common interest
– Facebook
– LinkedIn
– Google+
– Twitter
– YouTube
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What is social networking?
A social network service focuses on building
online communities of people who share interests
and activities
Most social network services are web based and
provide a variety of ways for users to interact
Social networking has created powerful new ways
to communicate and share information
Social networking websites are being used
regularly by millions of people and it will be an
enduring part of everyday life
Advantages and Disadvantages of Social
Networking/Sites
Adv
• Reach a large audience
• Easy way to communicate
• Easy to find information about people, companies, etc
• Speed of communication/information reaching the intended audience
Disadv
• Stalking & Bullying
• Lack of personal privacy
• Censorship
• Lack of open dialogue
• Loss of privacy
• How companies are using/selling your data
• Personal/Professional lives become blurred
Social networks
for IT professionals
aren't just for work,
some of them will
help you find old
friends and
colleagues, keep in
touch with family
and friends, and
get useful news
and information for
your busy
professional life.
YouTube
Everyone's heard of
YouTube, the single
largest video
streaming site on the
internet. But anyone
can have their own
channel for videos at
YouTube. Create an
account and upload a
behind-the-scenes
video from your
company's latest
commercial or event
to give customers and
clients an idea of what
you do each day.
SecondLife is a
3-D virtual world
that is so popular
it makes money
by selling virtual
real-estate for
hard cash.
Several major
companies have
set up shop in
SecondLife and
Reuters has
opened a news
bureau there.
Common Features of Social
Networking Applications
Status messages display a current location, activity,
or thought
Friends and contacts are those with whom you share
a common interest
– Second-level contacts
– Extended contacts
Your profile contains personal information
– Name, E-mail address, Gender, Age, Location, Photograph
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Connecting with Friends on
Facebook
In December 2009, Facebook reported that
more than 300 million people had signed up
– The number of Facebook users has more than
doubled in 2009
– Estimated that there are now over 750 million
Facebook users
Your profile on Facebook contains a variety of
pages and tabs where you can share
information with your friends
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Connecting with Friends on
Facebook
Facebook has
thousands of
applications that are
available to users
Facebook partnered
with third-party
developers to develop
applications
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Connecting with Friends on
Facebook
The Application Directory page displays featured
applications, applications organized by category,
recommended applications, and information about
applications
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Connecting with Friends on
Facebook
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Connecting with Friends on
Facebook
Social networks have a
privacy policy that describes
how they will use your
personal information
Facebook allows you to
specify privacy settings for
your personal information
Applications can gather
information from your profile
Profiles can be indexed so
that they are searchable
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Connecting with Friends on
Facebook
An effective way to organize your friends and
control what they can access is to create a
Friend List
– Group friends based on relationship
– You can assign specific privacy policies to each list
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Business and Professional
Networking with LinkedIn
LinkedIn connects people with professional
colleagues
More than 33 million members in 2009
LinkedIn profiles display:
– Current and previous work experience
– Education
– Web site or blog
– Recommendations
– Interests
– Honors and awards
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Business and Professional
Networking with LinkedIn
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Business and Professional
Networking with LinkedIn
Professional networks on LinkedIn can be
helpful when you are seeking employment
You can search for a job using the Jobs link
on the top navigation bar and entering your
search terms
Search results display your contacts that know
the person who posted the job
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Business and Professional
Networking with LinkedIn
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Business and Professional
Networking with LinkedIn
LinkedIn’s people search capability also helps
you to identify people who share the same
professional interests
You can contact people of interest with InMail,
LinkedIn’s e-mail service
Most companies use LinkedIn as a recruiting
tool for finding prospective employees
– Companies can review an applicant’s credentials
and reviews prior to a job interview
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Business and Professional
Networking with LinkedIn
Most social networks are free, but some
charge a fee for additional services
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Connecting People with Special
Interests
Special-purpose social networks connect
targeted groups of people with similar interests
or situations
– People who enjoy similar activities
– People who support the same charitable causes or
organizations
– People who share the same common goals
Bloggers and Web site owners can build an
online community around their Web sites
– Go2Web20
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Connecting People with Special
Interests
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Connecting People with Special
Interests
Using Meetup, people
can find nearby activity
partners who share
common interests
Displays listings of
happenings around the
world
Users first create a
profile, and then
browse, join, or create
groups
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Connecting People with Special
Interests
On the PatientsLikeMe
Web site, patients with
life-changing conditions
reach out to other in
similar situations
– Seek support
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Connecting People with Special
Interests
SlideShare is an online
community and
repository for people to
share PowerPoint
presentations and other
documents
– Great source of
information for topics of
interest
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Connecting People with Special
Interests
Social activists and nonprofit organizations
have found the value in social networking for
increasing awareness
Facebook’s Causes application provides
members who support a cause with tools to
share information
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Connecting People with Special
Interests
Social networking sites for charities
– Network for Good
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Connecting People with Special
Interests
Ning is a Web-based application allowing
members to create custom social networks for
online communities for niche markets
– Provides technology infrastructure
– Offers blogs, wikis, event calendars, and RSS
feeds
– More than 6 million frequent visitors
– More than 240,000 active social networks
Glam Media acquired Ning in Sept 2011
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Connecting People with Special
Interests
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Social Networks Created by the
Ning Platform
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Twitter
Twitter allows people to keep in touch with each other
by exchanging short messages of 140 characters or
less
Online application for creating a social network
Tweeting is the process of sending a message on
Twitter
Retweets are forwards of a message that you sent
Shortened URLs point users to a Web site containing
more than 140 characters
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Twitter
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Twitter
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Twitter
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Twitter Applications
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Twitter
URL shorteners are Web applications that
encode a long URL in order to create a
shorter, equivalent URL
– Shortening service
– Often with 18 to 25 characters
– Requires a visit to an intermediate Web server
• Service may track statistics
– Beneficial when you do not want to include a long
URL
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Twitter
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Business Uses of Social
Networking
The Conversation Prism shows the vast
choices available in social media and their
applications to business
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Business Uses of Social Networking
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Why Web 2.0 for business?
42
Why the need for participation?
– Better public relations
– Increased customer satisfaction
– Increased existing & potential customer sales opportunities
– Increased business partnership opportunities and communication
– Better employee support and well-being
– Faster product research/collaboration/development
In general:
– Open channels of communication
– Improve relationships
– Explore opportunities
– Improve sales
Business Uses of Social
Networking
Fan pages on Facebook are marketing tools
with which companies can:
– Share information
– Promote products
– Offer special deals or coupons to customers
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Business Uses of Social Networking
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Business Uses of Social Networking
Companies can create social networking sites to
build relationships with employees and customers
– IBM employees use the Blue Pages network
– My Starbucks Idea
Customer Relationship Management (CRM)
describes a set of tools that companies employ to
manage customers
– Social CRM is an extension allowing organizations to
monitor conversations on various social networks
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Business Uses of Social Networking
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Business Uses of Social
Networking
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SOCIAL NETWORKING
INFORMATION
Statistics, Tips and safety
Statistics about Social Networks &
Your Job Search
One in five employers search social networking
sites to screen job candidates
One-third said they found information there that
caused them to toss the candidate out of
consideration for a job
Only 11% of managers used the technology in
2006
Statistics about Social Networks &
Your Job Search
22% of employers said they already are
perusing the social networks, an additional 9%
said that they are planning to use the method
to screen candidates
24% of hiring managers found content on
social networks that helped convince them to
hire a candidate
16% of workers who have social networking
pages have modified the content to convey a
more professional image to potential employers
Top Concerns on Social Networks
Top areas of concern found on social
networking sites include:
– Information about alcohol or drug use (41% of
managers said this was a top concern);
– Inappropriate photos or information posted on a
candidate's page (40%)
– Poor communication skills (29%)
– Bad mouthing of former employers or fellow
employees (28%)
Top Concerns on Social Networks
Top areas of concern found on social
networking sites include:
– Inaccurate qualifications (27%)
– Unprofessional screen names (22%)
– Notes showing links to criminal behavior (21%)
– Confidential information about past employers
(19%)
Tips for safe social networking
Beware of sharing to much information
– 5 things you should never share:
• 1. Social security number (even the last 4 digits)
• 2. Birth date (don’t include year in profiles)
• 3. Home address
• 4. Personal phone number
• 5. State where you were born
Tips for safe social networking
Customize privacy options
– Review your privacy settings
Limit work history details on your profiles
Don’t always trust content, make sure to verify
– Very easy to create fake sites or fake identities
Control comments and don’t post anything
when angry
Tips for safe social networking
Avoid accidentally sharing personal details
– Be careful what you post on your status
Regularly search your name on Google and
review the results
– Change privacy settings on your profiles if
necessary
Don’t violate your company’s social
networking policies
– Just as with computer accounts, review
acceptable use policies (AUP) regularly
Tips for safe social networking
Learn and understand how sites can use your
information
– Read the user license agreement
– Does the site share your information with partners or
outside companies?
Don’t try and get into popularity contests
– Who has the most friends, photos, etc
– Let your profile reflect you
Create a small social network
– Try to find connections or sites that are focused on topics of
interest to you
Summary
Social networks provide tools for connecting people both
personally and professionally
– Facebook
– LinkedIn
Ning enables people with specific interests to share
information
Businesses can use social networks within their organizations
Social CRM software assists in finding, tracking, and
responding to issues that arise from social networking sites
such as Facebook or Twitter
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