LECTURE 8Continued Social NetworksCourse: Introduction to New MediaCourse code: NM401Course Instructor: Khansa Tarar

*Khansa Tarar*

photo credit: dbarefoot

Social Media isConsumer generated media.Designed to be shared, sharing means that it is easy to comment on, that it is easy to send, there are no costs associated with viewing the media and last but not least it is always available.

DefinitionSocial media refers to online tools and services which allow an exchange of ideas, information, videos, pictures, and graphics just about anything you can name.

Honey Comb frame work of Social MediaA framework that defines social media by usingseven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups

Types of Social Media ServicesBookmarking Sites and Social News Sites (Digg)Blogs and Microblogs (Twitter, Tumblr) Social Networking Sites (Facebook, Google+)Shopping Sites (Amazon)Multimedia Sharing (YouTube, Flickr)Virtual Worlds (World of Warcraft, Second Life)

Social NetworkingSocial Networking is the use of communities to engage with others: Facebook, MySpace, LinkedIn, Twitter. A social network is a social structure made of individuals (or organizations) called "nodes," which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, financial exchange, dislike or relationships of beliefs, knowledge or prestige

Popular Social Networking SitesPersonal sites-Myspace, orkut, CyworldProfessional/work related-LinkedInRomantic relationship initiation-friendsterMicroblogging-TwitterMusic-last.fmMovies-flicksterPhotos/pictures-flickr

Social Networking

Why is Social Media important?If you are awake they are probably onlineThe students in Pakistan now spends every waking minute except the time in school using a smart phone, computer, TV or other electronic device.According to a new study Those ages 8 18 spend more than 7 hours a day with such devices.

16 to 24 year oldsThey have higher demands!!Growing up online has shaped how teens and young adults receive, process and act on information. They expect information to be brief, instant and always on (there are no office & school hours)

Peer EndorsementThe vast majority of people report the opinion they trust most is from someone like me. For the first time in our history, peers have bested the wisdom of expertsPeer endorsement is the single greatest decision-making accelerant. Through Social Media, peer influence cycles are happening at a velocity never before seen. Decision making is clearly becoming more social

The Asian Market

But Why?The Internet is powerful because it bridges distance at a low costWhen people first meet online they tend to like each other moreLess stressful than face-to-face meetingSuperficialities aside people focus on communicating their selves

Why do People ContributeAccording to Peter Kollock there are three non-altruistic motivations:Anticipated reciprocity: give and get Increased recognition: become recognized Sense of efficacy: can effect the environment Also due to a sense of community according to Mark Smith

Types of Social NetworkersAlpha Socializers (a minority) people who used sites in intense short bursts to flirt, meet new people, and be entertained. Attention Seekers (some) people who craved attention and comments from others, often by posting photos and customizing their profiles. Followers (many) people who joined sites to keep up with what their peers were doing.

Types:NetworkersFaithfuls (many) people who typically used social networking sites to rekindle old friendships, often from school or university. Functionals (a minority) people who tended to be single-minded in using sites for a particular purpose. Source: Ofcom Social Networking Sites research, September-October 2007

Types: NetworkersAccording to Amy Jo Kim there are five stages of the community participation hierarchy:Lurker or visitor: just observeNovice: begin participatingRegular: have continue participation over a period of timeLeader: further sustained participation with recognitionElder: long time leader and often a community pillar or wise person

Virtual Selves

Virtual SelvesPsychical aspects like race, sex, appearance, and even disabilities are not evident onlinePeople can be whoever they want (within reason generally)This is seen as both positive and negative. Why?

Privacy ConcernsSocial networking sites provide privacy options but users are generally unaware or tend to ignore such concernsStalkers, terrorists, ill-doers, con-artists could benefit from such issuesFacebooks controversial decision to make visible relationship actions to entire social group

How popular are Social Networks?According to the analysts at Hitwise, social networks in general are more popular than search engines in some parts of the worldFacebooks overall web traffic pulled ahead of Googles for the first time in the U.S. Facebook dominates the current crop of social networks, accounting for the majority (55%) of all social site visits. When compared to the wider web, Google gets around 9.3% of all web traffic, while Facebook captures just over 7%

Why do Universities/Colleges should invest in Social Media?For many of the same reasons they invest in more traditional marketing and advertisingCreate awarenessEncourage connectionInspire loyaltyCreate ambassadors Recruit best fit studentsBuild powerful relations with alumniCreate stronger reputations

What is Social Media and how can you use it to enhance student support?

Social Media provides context, pictures, words, shared meaningFacebook, YouTube ( some examples education programme information, housing, orientation, announcements)Give students something they needOnline Student Support

Video Share/StreamYoutube.eduUstream

Face Book & Class RoomUsesOpen dialogue via a familiar and regularly accessed mediumIntegration of multimodal contentIt allows students to ask more minor questionsAlternative means for shyer studentsThe level of informality typical to Facebook can also aid students in self-expressionFrequent student-and-instructor and student-and-student communicationStudents discussion-forums regarding Course Quality

Facebook & Classroom:LimitationsFrom a course management perspective, Facebook may be less efficientLimitations with regards to uploading assignmentssome students (and educators) resistance to its use in educationFacebooks privacy settings can be difficult to understand and manage, leaving some potential users particularly females and older students uncomfortable about the level of privacy and safety afforded themParent are not comfortable with their child- Facebook interaction

Social Media to Promote SOCAFACEBOOK/ TWITTER

News Stories and AnnouncementsFeatures PhotosCompetitions UpdatesConnecting with other Universities pagesConnecting you with AluminiLinks to News StoriesAdmission Campaign

YOUTUBEHighlight VideosInterviewsVideos of Special EventsStudents projectsINSTAGRAMPhoto CollagesPhoto Journalism ProjectsDepartment Photo GalleryStudent activity Pictures

CriticismDisparityTrustworthinessConcentrationPrivacyEffects on Interpersonal Relationships

Increasing Relationship-Decreasing Intimacy

Class ActivityDoes SOCA need Social Media Promotion?What are Pros and cons?

*