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1. To discover social networking and online communities.

2. To examine different social networks3. To compare the advantages and

disadvantages to social networking and online communities.

4. To analyze safety and legal issues facing social networking and online communities.

5. To assess how social networking has changed business.

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• An online community where members can convene and communicate– users may create a profile, add friends and

communicate with other members in a variety of ways

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• Involves filling out general demographic information– name– address– e-mail– zip code– username

username – the nickname one uses to login to a social network 4

• Requires an e-mail address– prevents individuals from obtaining multiple

accounts– provides a way for the social network to reach

users– offers an avenue for social networks to

announce updates and activity on the network

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• Entails waiting for a confirmation e-mail from the network– allows the network to generate a profile– stops accounts registered by bots

bots – Computer generated programs which sign up mass numbers of accounts and are generally considered a nuisance like spam e-mail

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• Involves filling out interests surveys which vary from site to site

• Is the next step after registering for a social network• Includes writing interests such as the following:

– political views– religious thoughts– general interests– favorite movies– favorite books– favorite activities

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• Can view their profile and the profile of others• Are able to add friends and frequent contacts• Can communicate with other members using

messages– messages are like an e-mail system within a social

network• Communicate by writing on the user’s “wall” or

leaving a comment– a wall is an area on a profile showing visible messages from

others• Can add pictures, music, etc. to personalize profile

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• Friendster®

• MySpace®

• Facebook®

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• Is often held as the first successful social networking site

• Launched in 2002

• Was offered $30 million from Google® in

2003 • Declined to sell company and was soon

overtaken in popularity by rival MySpace®

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• Was founded in 2003

• Was acquired by News Corp® for $580 million in 2005

• Had more page views than Google® in 2005

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• Launched in 2004 by Harvard student Mark Zuckerberg

• Started as an online yearbook for Harvard students

• Signed up 14,400 Harvard students in two weeks

• Received requests from students at other schools who wanted their own Facebook®

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• Targeted college students at first, but is now open to the public

• Handles approximately 40 million active users

• Implemented the ability to add applications, small programs within Facebook®

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• Mark Zuckerberg turned down a potential $1 billion offer from Yahoo!®

• Facebook® is now seeking investment for around $10 billion

• Largely valued for its popularity, size and the long length of time each user spends on the site

• Valued at $10 billion, places Facebook® at twice the value of the New York Times®

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• Is spreading across the globe at a continually increasing rate

• Varies around the world as different networks are popular in various geographical areas

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• Are similar to social networks• Have similar capabilities including

the following:– profiles – friends– the ability to communicate with other

members• Are different from social networks• Tend to be narrower in focus

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• Team Integra® is an example of an online community

• Members gather to talk about their Acura® Integra’s®

• Members can do the following:– post pictures of their cars– message other members– buy car parts from other members – discuss car topics

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• Productivity: users can get more work accomplished through learning and collaboration

• Networking: users can use networks to build contacts and friends

• Businesses: the following companies built their own social networks for employees:– Portland Trailblazers®

– Nike®

– FedEx®

– Lockheed Martin®

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• Productivity: users may see productivity decrease if social network is used for pleasure instead of business – using social networks at work may be against company

policy• Safety issues: several data and privacy issues involving

social networking• Addictive: some users may find social networking

addictive

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• Include concerns with privacy– adults can pretend to be children and vice versa

• Is this the social networks problem or a parental problem?

• Data privacy is an important concern– Is your data kept private from others?

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• Social networks are not required by law to have extensive security features

• One U.S. Congressman has proposed a bill requiring members of social networks to be 18

Discussion Question:How will social networks prove people are actually 18?

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• Take advantage of kids by the following:– using instant messaging, e-mail and social network

sites – gaining victims trust and engaging in sexually explicit

conversations– trying to arrange face-to-face meetings 

• Are regulated by the Children's Online Privacy Protection Act of 1998 – aims to protect children 13 and younger

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• By adjusting one of the main focuses of today’s businesses to online marketing and networking, consider the following:– Facebook® is worth approximately one billion

dollars– Web sites such as LinkedIn® offer social

networking for business contacts– online advertising on social networking sites has

exploded• 80 of the top 100 global advertisers advertise

on MySpace®

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• Has opened many new avenues for marketing such as the following:– banner ads: companies can use banner ads

to build awareness and direct traffic to their Web site

– contests: marketers sponsor contests on social networks to gain brand loyalty

– surveys: advertisers can pay social networks to offer online surveys

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• Marketers like social networks because users tend to be young

• However, there are downsides to having such a young audience:

– younger audiences tend to block out traditional marketing and advertisements

• Marketers must invent ways to make an impression on users such as contests and surveys

How often do you ignore banner ads when you are surfing the Web?

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• Present a possible new market for social networking– for example, Diamond Lounge® (

www.diamondlounge.com) offers an exclusive place for high net-worth individuals to have their own online community.

– users must submit an application and then be “selected” by a board

– once accepted they must pay a fee of $60 per month

– potential draw to attract high end advertisers such as Bentley®, Cartier® and Louis Vuitton®

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• Classmates.com® has recently filed with the Securities and Exchange Commission to file for an Initial Public Offering– this means Classmates.com® will raise $125

million and trade on the NASDAQ– they are the first social network company to

implement this strategy

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• Registered physicians have access to their own social networks such as Sermo®

– www.sermo.com• Users can comment on physicians diagnosis• Provides up-to-date medical news • Offers free access to medical journals• Potential to use the same format to branch out

into other high level professions such as lawyers and advertising executives

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• Is unclear– because social networking is such a new

industry there is no past history to gauge future performance

• May lie in the rapidly expanding technology of mobile phones– data plans and Internet usage have

increased rapidly

Where will social networking be in 20 years?

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1. LinkedIn was built for business. Facebook was built for college students. Team Integra was built for car owners. What will be the next social network? Are there limits to social networking?

2. Are you a part of a social network? Why or why not?

3. What can be done to protect younger children on MySpace?

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4. Are you concerned with corporations possibly buying data from social networks?

5. How has social networking impacted business?

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6. Who invented Facebook and why?

7. When was MySpace founded and in what year did it accumulate more page views than Google?

8. Social networking exists only in the United States.

a. true

b. false

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9. Although social networks and online communities are similar, what makes them different?

10. Some new social issues have been created with social networking. For example, some teens have reservations about accepting friend requests from parents and teachers. What other new issues does social networking bring?

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• Definition of: social networking site . (1996-2008). Retrieved October 7, 2008, from PC Magazine: http://www.pcmag.com/encyclopedia_term/0,2542,t=social+networking+site&i=55316,00.asp

• Rivlin, G. (2006, October 15). Wallflower at the Web Party . The New York Times .

• Rosenbush, S. (2005, July 19). News Corp.'s Place in MySpace. Business Week .

• Rosenbush, S. (2006, December 4). What's Next for MySpace. Business Week .

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• Brumfield, R. (2006, May 16). Bill calls for MySpace age limit. eSchool News .

• Facebook by the Numbers. (2007, May). Retrieved October 7, 2008, from FastCompany.Com: http://www.fastcompany.com/magazine/115/open_features-hacker-dropout-ceo-facebook-numbers.html

• Kirk, J. (2007, January 19). MySpace headed for murky legal ground. InfoWorld .

• Online predators: Help minimize the risk. (2007, January 15). Retrieved October 7, 2008, from Microsoft.Com: http://www.microsoft.com/protect/family/guidelines/predators.mspx

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• Denton, N. (2007, June 28). The world map of social networks. Retrieved October 7, 2008, from ValleyWag: http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php

• Hempel, J. (2007, September 19). Bebo's British invasion. Fortune .

• Matthews, C. (2007, September 11). Discovering the Power of Social Networking Sites. Retrieved October 7, 2008, from CIO.Com: http://www.cio.com/article/136450/Discovering_the_Power_of_Social_Networking_Sites

• Stone, B. (2007, March 3). Social Networking’s Next Phase. The New York Times .

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• Cashmore, P. (2007, August 13). Classmates.com, Grandaddy of Social Networks, Going IPO. Retrieved October 7, 2008, from Mashable: http://mashable.com/2007/08/13/classmates/

• Frank, R. (2007, September 13). Social Networking for the Rich. The Wall Street Journal .

• Ostrow, A. (2007, October 17). WeatherBug Launches Application for iPhone. Retrieved October 7, 2008, from Mashable: http://mashable.com/2007/10/17/weatherbug-iphone/

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• Catherine Holahan, R. H. (2007, September 25). Facebook: $10 Billion Social Network? Business Week .

• Vascellaro, J. (2007, August 28). Social Networking Goes Professional . The Wall Street Journal .

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Project Coordinator:

Maggie Bigham

Production Manager:

Dusty Moore

Executive Producers:

Gordon Davis, Ph.D.,

Jeff Lansdell

Production Coordinator:

Justin Jones

Graphic Designer:

Ann Adams

© MMIXCEV Multimedia, Ltd.

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