Social Networks - Danger, Big Business or simply Big Chance?

Social Networks - Danger, Big Business or simply

Big Chance?Martin Ebner

http://www.flickr.com/photos/aslanmedia_official/6292167103/

Why Social Media?



http://www.flickr.com/photos/sitmonkey/2251266697/

• There are now more than 800 million active Facebook users

• 200 million accounts were added in 2011

• Facebook is the most visited website on the internet (reaching one trillion pageviews on June 30 2011)

• 50% log onto Facebook every day

• Over 250 million people access Facebook via their mobile phone

http://thesocialskinny.com/100-social-media-statistics-for-2012/






• Every 60 seconds on Facebook there are:

- 510,000 posted comments - 293,000 status updates - 136,000 uploaded photos

• 30 billion pieces of content are shared each month

• In just 20 minutes, over 1 million links are shared, 1.5 million event invites are sent, 1.8 million statuses are updated, 2 million friend requests are accepted, 2.7 million photos are uploaded, 2.7 million messages are sent and 10.2 million comments are made






http://www.flickr.com/photos/scarlet-ortiz/2908128232

• Twitter has 225,000,000 users

• 190,000,000 tweets are sent on average per day

• 1 billion tweets were sent every five days in 2011

• Japan is the only country where Twitter is more popular than Facebook

• 55% access Twitter via mobile







• Google+ was the fastest social network to reach 10 million users at 16 days (Twitter 780 days and Facebook 852)

• Google Plus experienced an increase of 55% in traffic in December 2011 from November 2011

• Though Google+ is secretive about the number of users, it has been reported that there are 62 million Google+ users







• There is complete social-media-parallel-world in China (the country with the biggest amount of internet users)

• RenRen (Facebook‘s complement) reached in Q3 2011 more than 135 million users


... but





Study over 4 years (n=2858) atGraz University of Technology

• Term 2007/2008 n=578 • Term 2008/2009 n=821• Term 2009/2010 n=757• Term 2010/2011 n=702

Communicational Behaviour

Ebner, M., Nagler, W., Schön, M. (2012) Have They Changed? Five Years of Survey on Academic Net-Generation, ED-Media 2012, accepted, in print

Facebook

• 94% of all freshman use Facebook active or passive

• Increase of more than 200% compared to 2009

• Decrease of MySpace, StudiVZ and FlickR

• „QR Code“-, „Twitter“-, „Xing“-, „Dropbox“- and „Etherpad“-User use

Facebook daily per 100%

• Facebook is part of daily student life

Ebner, M.; Nagler, W.; Schön, M. (2011) The Facebook Generation Boon or Bane for E-Learning at Universities?. - in: World Conference on Educational Multimedia, Hypermedia and Telecommunications; 2011, S. 3549 - 3557


Definition of Social Media?



Components of Social Media

• Identity and network management

• Information managment

• Interaction and communication

Koch, M., & Richter, A. (2008). Enterprise 2.0: Planung, Einführung und erfolgreicher Einsatz von Social Software in Unternehmen. München: Oldenbourg.

Definition of Social Media

Ebner, M., & Lorenz, A. (2012). Web 2.0 als Basistechnologien für CSCL-Umgebungen. CSCL-Lernumgebungen. München: Oldenburg (in press)


Big Issues of Social Media



Twitter for mass communication

Tweets&

FOLLOWER&

& R&

TWITTER&

&

&&

experience&effect&

selection&of&the&full&supply&

&&&&force&of&the&medium&&image&of&the&medium&

self>perception&

as&a&personality&

as&part&of&the&public&

in&social&relationships&

Twitter>USER&

& KU&

self>perception&

in&a&team&

in&an&institution&

in&social&relationships&

as&personality&&design&&selection&

&force&of&the&message&

&public&force&(agenda,&opinions,&social&norms&and&values)&&

&force&of&the&medium&(140&character&limit)&

&image&of&the&user&at&the&follower&side&

&image&of&the&follower&at&the&user&side&

&replies&of&the&follower&using&the&@>symbol&

Fig.3:''The'field'schema'of'mass'communication'referring'to'Twitter'

&

Wiesenhofer, H., Ebner, M. & Kamrat, I. (2010). Is Twitter an Individual Mass Communication Medium?. In C. Crawford et al. (Eds.), Proceedings of Society for Information Technology & Teacher Education International Conference 2010 (pp. 1712-1717). Chesapeake, VA: AACE.




Social Media = are we addicted to?


http://www.sueddeutsche.de/wissen/soziale-netze-selbst-der-sex-muss-warten-1.1277611

„It‘s easier to disclaim having sex and drinking alcohol or not to smoke, than not checking social

media accounts“







Twitter Research Study

„Is Twitter proper to report from a conference in order to share the event with the scientific community from outside the conference?“

Ebner, M.; Mühlburger, H.; Schaffert, S.; Schiefner, M.; Reinhardt, W.; Wheeler, S.(2010) Get Granular on Twitter - Tweets from a Conference and their Limited Usefulness 1 for Non-Participants. - in: Key competences in the knowledge society (2010), S. 102 - 113 KCKS ; 2010

• Educamp Hamburg 2010 (barcamp; unconference)

• Twitter was monitored from 5.2 – 4.3.2010 (usedHashtag #ec10hh)

• In summary 2110 tweets were examined

• Two stage analysis – automatically and manually

Study:


• Irrelevant Tweets“Who found my drinking cup? #ec10hh”

• Administrative Tweets“Wifi is not available #ec10hh”

• Topical Discussions“nice idea of @estudyskills Aggregation of all student weblogs at Tumblelog gives overview”

• Topical Tweets“open-learning: initiative on OER usage for informal education: http://u.nu/4a7ya #ec10hh”

Categories:


http://u.nu/4a7ya

http://u.nu/4a7ya

Analysis of particpants:


Detailed Analyses of Tweets


„If we reduce the tweets to those occurring during the conference period (5th and 6th

February) only 120 posts are of interest at all, which relates to about 6%“


Number of Tweets at ED-Media 2009

Who is tweeting (ED-Media 2011)?

http://twitter.tugraz.at

http://www.flickr.com/photos/radekreks/316541927


Which keywords did the use (ED-Media 2011)?




Which # did you use most (ED-Media 2011)?




Twitter Research Study

Detailed Analysis of 9 E-Learning Researcher

Wiesenhofer, H. (2011) Twitter goes Science, Masterthesis,University of Graz

Sharing resourcesDiscussion

Taking notesOrganisation

Hints to publicationsApplications & Tools

Dell‘s Digital Conversation Ecosystem

http://www.flickr.com/photos/sitmonkey/2251266697/http://www.slidepresenter.com/presentation/951



http://www.slidepresenter.com/presentation/951


Social Media in Business

http://www.flickr.com/photos/sitmonkey/2251266697/http://www.slidepresenter.com/presentation/951

• Facebook Fans buy more products - on average 27%

• For the first time there is a real time backchannel

• Customers can communicate directly with employees

Example Dell:





mass phenomenon


http://www.webecologyproject.org/2009/08/detecting-sadness-in-140-characters/

From 9pm—10pm EDT alone, there were over 279,000 tweets about Michael Jackson, or roughly 78 tweets per second

Death of Michael Jackson in 2009







Individual microworld


http://www.spiegel.de/wissenschaft/mensch/0,1518,804806,00.html

„I am reading, sharing and like what my friends are doing. In our microworld my opinions are the

opinions of my friends“







Individual microworld


http://www.spiegel.de/wissenschaft/mensch/0,1518,804806,00.html

„People did not become similar - there are similiar otherwise they would not become friends“







Privacy?

http://www.flickr.com/photos/sitmonkey/2251266697/http://itunes.apple.com/at/app/scientists/id397322548?mt=8

ScientistS



http://itunes.apple.com/at/app/scientists/id397322548?mt=8

http://itunes.apple.com/at/app/scientists/id397322548?mt=8

Big Data allows us new insights

http://www.flickr.com/photos/sitmonkey/2251266697/http://affinitybrowser.semanticprofiling.net/

!



http://affinitybrowser.semanticprofiling.net/

http://affinitybrowser.semanticprofiling.net/


Summary

Social Media means communication; communication in a completly new way, in real time,

directly, shortly and succinctly.



Graz University of Technology

SOCIAL LEARNINGComputer and Information Services

Graz University of Technology

Martin Ebner

http://[email protected]

Slides available at: http://elearningblog.tugraz.at

mebner

http://elearning.tugraz.at


mailto:[email protected]?subject=Betreff%20der%20E-Mail

mailto:[email protected]?subject=Betreff%20der%20E-Mail

