C HAPTER Social Networking A Practical Guide to Social Networking 1 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall

CHAPTER

Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall

Social Networking

A Practical Guide to Social Networking

1


1. Understand Social Networks2. Recognize the Benefits of Social

Networking3. Comprehend the Hazards and

Limitations of Social Networking

Objectives


4. Protect Your Privacy5. Recognize Social Networking Dos

and Don’ts6. Appreciate How Businesses Use

Social Networking7. Realize the Future of Social

Networking

Objectives


◊ What are social media?◊ What is social networking?◊ Why are social networks so popular?◊ How did social networks get started?◊ What are some of the other early

components of social networking?◊ Who uses social networks?◊ How do social networks work?

Understand Social Networks

◊ What are the key components of a social network?

◊ How does a social bookmarking service differ from a social network?

◊ How does a microblogging service differ from a social network?

◊ How do people access social media?◊ How do social networks and social media

services make money?

Understand Social Networks



◊ Websites◊ Services◊ Platforms

◊ Social bookmarking services

◊ Social networks◊ Blogs◊ Microblogs◊ Online communities

What Are Social Media?


◊ Popular social medium◊ Large website ◊ Community of users◊ Public and private communication

What Is Social Networking?


◊ Easy and immediate interaction▫ Public posts▫ Private communication▫ Event calendars▫ Community-based games and

applications◊ Sense of community◊ Keep people up-to-date

Why Are Social Networks So Popular?

◊ Dial-up computer networks◊ Bulletin board systems (BBSs)◊ Online discussion forums

How Did Social Networks Get Started?


◊ Topic-based website communities▫ Mid-1990s—iVillage, Epicurious, Classmates.com

◊ Personal blogs▫ Around the year 2000

◊ Photo sharing sites▫ Early 2000s—Flickr, Photobucket

◊ Online communities▫ Early to mid-2000s—Friendster, MySpace, Facebook,

LinkedIn

◊ Social networks▫ Current—Google+, Pinterest

What Are Some of the Other Early Components of Social Networking?


◊ College and high school students◊ Business colleagues◊ Friends◊ Singles◊ Classmates◊ Hobbyists◊ Musicians, actors, celebrities◊ Families

Who Uses Social Networks?


◊ User profiles◊ Status updates◊ Friends◊ News feeds

How Do Social Networks Work?


◊ User profile page◊ Blog, discussion forum, or chat room◊ List of current activities◊ User-to-user communication◊ Media sharing

What Are the Key Components of a Social Network?


◊ Subset of social network◊ Share websites via bookmarks◊ Tags and keywords enable searching

How Does a Social Bookmarking Service Differ from a Social Network?


◊ Short posts▫ Twitter—text posts-140 characters▫ Tumblr—text or image posts

◊ Public message distribution◊ Users sign up to follow posts

How Does a Microblogging Service Differ from a Social Network?


◊ Personal computers◊ Mobile phones◊ Tablets

How Do People Access Social Media?


◊ Free to use◊ Sell advertising◊ Sell social applications◊ Sell promoted posts

How Do Social Networks and Social Media Services Make Money?



◊ What do people do on social networking sites?

◊ Why do people use social networks? ◊ Are social networks replacing other

forms of online activity?◊ What is friending and how does it

work?

Recognize the Benefits of Social Networking


◊ Hang out◊ Read news feeds◊ Review profiles◊ Play music◊ Watch videos◊ Communicate with others◊ Post thoughts and activities◊ Post images, videos

What Do People Do on Social Networking Sites?


◊ Communicate with people ◊ Save time◊ Maintain relationships◊ Extend network of friends◊ Provide contact point

Why Do People Use Social Networks?


◊ Replace separate forms of communication

◊ Easier to do on a single site

Are Social Networks Replacing Other Forms of Online Activity?


◊ New friends = friending▫ Connect with real-world friends▫ Online friends

What Is Friending and How Does It Work?


◊ Is social networking safe?◊ What are the potential hazards faced

by social networkers?◊ Is social networking a substitute for

face-to-face communication?◊ Can you believe who people say they

are online?

Comprehend the Hazards and Limitations of Social Networking


◊ Depends on the user◊ Avoid posting personal details◊ Be smart about what you post and

how you respond to others

Is Social Networking Safe?


◊ Computer viruses and malware◊ Spam◊ Identity theft◊ Online bullying◊ Online stalking◊ Physical stalking or harassment◊ Robbery

What Are the Potential Hazards Faced by Social Networkers?


◊ Physical relationships suffer◊ Decrease in face-to-face

communications with increase in online communications

Is Social Networking a Substitute for Face-to-face Communication?


◊ People adopt different personas▫ Fake names▫ Fake profile pictures

Can You Believe Who People Say They Are Online?


◊ How private is your personal information on a social network?

◊ How can your private information be used?

◊ How much personal information should you disclose online?

◊ What can you do to protect your privacy on a social network?

Protect Your Privacy

◊ Personal information posted publically▫ Profile▫ Status updates

◊ Hide profile information◊ Avoid full public disclosure

How Private Is Your Personal Information on a Social Network?


◊ Legitimate:▫ Display targeted third-party

advertisements▫ Targeted invitations▫ Some social networks sell personal data

◊ Read the social network’s terms of service

◊ Illegal:▫ Spam▫ Identity theft

How Can Your Private Information Be Used?


◊ Don’t display contact information◊ Status updates should be discreet◊ Avoid posting damaging text or

photographs

How Much Personal Information Should You Disclose Online?


◊ Configure privacy settings◊ Use display options for various site

features or postings◊ Block people as needed◊ Avoid making personal information or

incriminating photographs available◊ Use caution when meeting online friends

in person◊ Keep your private life private

What Can You Do to Protect Your Privacy on a Social Network?



◊ What things should you do when participating in a social network?

◊ What things should you not do when participating in a social network?

Recognize Social Networking Dos and Don’ts

◊ Post frequently, but not too frequently

◊ Keep posts short◊ Use proper spelling◊ Take shortcuts◊ Link to additional information◊ Be discreet◊ Be cautious

What Things Should You Do When Participating in a Social Network?


◊ Don’t accept every friend request◊ Don’t post if you don’t have anything to

say◊ Don’t assume everyone will agree with

you◊ Don’t post anything that could be used

against you◊ Don’t post overly personal information◊ Don’t post your whereabouts constantly

What Things Should You Not Do When Participating in a Social Network?



◊ Why are social networking and social media important to businesses?

◊ How can businesses participate in social media?

◊ How important is social network advertising?

Appreciate How Businesses Use Social Networking

◊ Part of marketing plan◊ Less expensive◊ Inbound links increase rankings on

search engines◊ High-quality organic links come from

individuals◊ Word of mouth

Why Are Social Networking and Social Media Important to Businesses?


◊ Become part of community▫ Establish a page▫ Monitor and respond▫ Make web site linkworthy▫ Include dedicated buttons for linking

How Can Businesses Participate in Social Media?


◊ Contextual advertising targets demographic qualifiers

◊ Individual posts promoted to wider audience

How Important Is Social Network Advertising?



◊ How will people use social media in the future?

◊ How will people access social networks in the future?

◊ Will social media replace traditional media?

◊ What are the most important trends in social networking?

Realize the Future of Social Networking

◊ Usage likely to continue to increase◊ Single hub for all online

communications

How Will People Use Social Media in the Future?


◊ Computers ◊ Smartphones and mobile devices

How Will People Access Social Networks in the Future?


◊ Unlikely to replace traditional media◊ Dissemination of news and opinions:

▫ Raw, immediate coverage from social media

▫ Accuracy and context from traditional media

◊ Traditional media supplements coverage with social media

Will Social Media Replace Traditional Media?


◊ More protective privacy◊ Push privacy to generate advertising revenue◊ Usage by teachers and students◊ Network with professionals◊ Link to other information and applications◊ More interconnected◊ More location-based◊ Business usage◊ Business intercompany communications and

collaboration

What Are the Most Important Trends in Social Networking?



All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

Documents

C HAPTER Social Networking A Practical Guide to Social Networking 1 Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall