IST3005

Lec:-03

Introduction to Social Networks

And Web 2.0

Lecturer: Patrick Afundi 1

 Objectives

 Digital Economy, Natives and Immigrants

 What are social media?

 How does the Social Media Value Chain explain the relationships among
the Internet, social media channels, social software, and the Internet-
enabled devices we use for access and participation?
 What is Web 2.0?
 The Four Zones of Social Media
 What are the major media channels associated with social media?

 Basic Infrastructure for Social Media?

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You’re a DIGITAL NATIVE!

You are constantly ‘wired’ in the networked, always-”on”

world.

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Natives // Immigrants

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Web 2.0
The interactive social system that is available to
users 24 hours a day, 7 days a week.

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 Web 2.0
Web 2.0 is the name used to describe the second generation of the
world wide web, where it moved static HTML pages to a more
interactive and dynamic web experience. Web 2.0 is focused on the
ability for people to collaborate and share information online via social
media, blogging and Web-based communities.

Web 2.0 signaled a change in which the world wide web became an
interactive experience between users and Web publishers, rather than
the one-way conversation that had previously existed. It also
represents a more populist version of the Web, where new tools made
it possible for nearly anyone to contribute, regardless of their technical
knowledge.

Web 2.0 is pronounced web-two-point-o.

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 Social Networking Emerges

 Horizontal Revolution: Today information flows ACROSS

people, not just from big companies to people

 Social Media: The online means of communication,

conveyance, collaboration and cultivation among
interconnected people, communities and organizations

 Social networking sites

 Allow individuals to create and publish a profile,
create a list of other users with whom they share a
connection (or connections), control that list, and
monitor similar lists made by other users 9-1
 Social Networking Emerges (cont’d.)

 Social networking sites

 Six Degrees (1997)
 Friendster (2002)
 Had features found in today’s social networking sites

 LinkedIn: devoted to business connections

 Tribe.net
 YouTube: popularized video inclusion
 MySpace: popular with younger Web users
 Twitter
 Users can send short messages to other users who sign up
to follow their messages (tweets)
 Google+

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Social Networking Emerges (cont’d.)

 Basic idea behind social networking

 People invited to join by existing members
 Site provides directory
 New members work through friends established
in the community

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Living a Social (Media) Life

 The Internet and its related technologies make

what we know today as social media possible
and prevalent.
 Synchronous Interactions: Occur in real time
 Asynchronous Interactions: Do not require all
participants to immediately respond

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If Facebook were a country, it would be the
third most populated in the world!

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As of the fourth quarter of 2018, Facebook had
2.32 billion monthly active users. In the third
quarter of 2012, the number of active Facebook
users had surpassed one billion, making it the
first social network ever to do so.
Active users are those which have logged in to
Facebook during the last 30 days.

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Social Behavior and the Philosophy of
Participation
 Culture of Participation: The ability to freely
interact with other people and companies; open
access to venues that allow users to share content.

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 © Cengage Learning 2013
FIGURE 6-1 Social networking Web sites

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 © Cengage Learning 2013
FIGURE 6-2 Leading social networking sites around the world

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Social Media Zones

 Media: a means of communication

 Mass Media: means of communication that can reach
a large number of individuals
 Personal Media: channels capable of two-way
communication on a small scale

Social Media crosses the boundaries of mass and

personal media

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 Communication travels using a medium (or
channel) such as word-of-mouth, television,
radio, newspaper, magazine, signage, Internet,
direct mail, or telephone.

 Within each medium, marketers can choose

specific vehicles to place a message.

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The 4 Zones of Social Media Channels

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Zone 1: Social Communities

Social communities: channels of social media

focusing on relationships and the common
activities people participate in with others who
share the same interest or identification.

Channels in the social community zone include:

* Social networking sites (SNS)
* Message boards
* Forums
* Wikis
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Social Networking Sites

Online hosts that enable site members to construct and

maintain profiles

 Social identity – profile picture or avatar and basic

information.
 Social presence – indicating availability, mood,
friend list and status.
 Connection – friends, followers or fans.

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Social Media Zones and Exemplar
Vehicles

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 Forums
The oldest venue of social media. Essentially
forums are interactive, online versions of
community bulletin boards.

Wikis
Collaborative online workspaces that enable
community members to contribute to the
creation of a useful and shared resource. 24-1
Zone 2: Social Publishing
Social publishing: sites which aid in the
dissemination of content to an audience.

The channels of social publishing include:

* Blogs
* Microsharing sites
* Microblogging sites
* Media sharing sites
* Social bookmarking
* News sites
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 Blogs
Websites that host regularly updated online content

Microsharing Sites
Work much like blogs except there is a limit to the length of
content you can post

Media Sharing Sites

Host content but also typically feature video, audio, photos,
and other presentations rather than text 26-1
Zone 3: Social Entertainment
Social entertainment: encompasses channels and
vehicles that offer opportunities for play and
enjoyment.

Social entertainment includes:

* Social games
* Socially enables console games
* Alternate reality games
* Virtual worlds
* Entertainment communities
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Zone 4: Social Commerce
Social commerce: encompasses channels and
vehicles that facilitate/promote trade and
commercial activities, eg buying and selling.

Social commerce includes:

* Reviews and ratings
* Deal sites
* Deal aggregators
* Social shopping markets
* Social storefronts

Social Shopping: The practice of bringing buyers and sellers

together in a social network to facilitate retail sales
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The Infrastructure of Social Media

 Social Software are computer programs that enable

users to interact, create, and share data online.
 Devices are products we use to access the Internet and
to participate online.
 Internet – the information superhighway over which
messaging travels –comprising of INTERnetworked
NETworks
 People interacting online is the only way social media
can work.

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Qns

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