Daniel CastroAlvaro Mendizabal

Eric Villanueva

Definitions History of SN sites Target Areas Concepts SN in the workplace SN in non-workplace Advertising Privacy Case Studies Conclusion

◦ Definitions:

◦ Social Networking - is the practice of expanding the number of one's business and/or social contacts by making connections through individuals

◦ Knowledge Management - is the name of a concept in which an enterprise consciously and comprehensively gathers, organizes, shares, and analyzes its knowledge in terms of resources, documents, and people skills.

Courtesy of Wikipedia

Huge potential for the spread of knowledge throughout the world by users

Research ways in which companies can use SN to add to the value of their company

Social Networks are the primal example of Web 2.0

Enable users to make visible and complement their social networks.

Millions of Users◦ More users allow for more information to be

shared

Emerging Market◦ With more companies and non-workplace

individuals, there is a market to develop these technologies (IBM, Microsoft)

High Adoption Rate◦ Popularity of SN will continue to expand the use of

social networking sites at home and in the workplace

Social Networking in the workforce

Social Networking in the non-workforce

Advertising

Privacy

Social Software◦ Communications tools◦ Interactive tools

Search Engines◦ Explicit social network engines allow relationship

sharing◦ Implicit social network engines filter searches to

trusted material

Open source applications widely used ◦ Developer friendly environment◦ Open participation

There are 2 types of social networking

◦ Social Networking for the workplace

◦ Social Networking for non-workplace

Facebook: 175 Million Users

MySpace: 150 Million Users

LinkedIn: 30 milllion

Twitter: 4-5 million

Allows for people to connect with others besides email, phone, or fax.

Allows us to find new people that will help us doing our work

Allows for us to build teams, share knowledge which is a big asset to the company

Use information more effectively to improve productivity and profit

Acquire customer feedback to aid in product development and marketing

Support a community of practice to gain insight into user needs and establish professional relationships

Short video of how some companies are using Social Networking sites to share knowledge throughout the organization.

http://resources.zdnet.co.uk/articles/video/0,1000002009,39290608,00.htm

Two trends:

◦ Third party sites LinkedIn Facebook

◦ In house social networks – IdeaStorm (Dell) iRise Catalyze

Three Potential Pitfalls: ◦ Protection of personal Intellectual Property

Critical information such as contact lists of clients and other info needs to be kept secure from sharing on social networking sites

◦ Need to maintain external professional networks Even though workers in the company use SN they

need to also network with others on the outside such as suppliers, partners, and customers

◦ The social networking meme still needs socializing People still need to pass knowledge down and

through the organization from person to person

Reasons for Joining a Community

◦ Way to stay connected with family and friends

◦ Career advancement

◦ Up to date on current events happening in the community and around the world

• Structure– Informative Page – Status Updates– Comments– Events/Groups

• Two types of Networking– Internal• Societies, organizations, causes, etc.

– External• Open to all • Perfect environment for Advertising?

Social Networks still not effective advertising mediums.

◦ Content Adjacency Concern over where a firm’s advertisements will run.

◦ User Attention People don’t look at ads when using social

networking sites on the side of the page.

Keeping information and knowledge belonging to the company private from others outside the company

Keeping information private of minors from predators

New security features on SN sites allows for knowledge to be kept private

Created by Mark Zuckerberg

85% of college students belong the social networking site Facebook

Facebook use has grown considerable surpassing Myspace in the U.S. and worldwide

Receive information and knowledge from users and make is available to

everyone

Allows for people to interact with one another and share knowledge, music, and videos

Facebook has created an environment where they can collect knowledge about others and for users to share information

Facebook allows for users to interact and create applications for Facebook

For advertising, Facebook is a able to gather knowledge from its users and advertise directly to their interests.

It has different advertisements on the side of the page for college kids and different ads for a 40 year old man

Facebook is great at using its website to reach out and connect with people all over the world

The reach has led to Facebook being able to suit individual needs when it comes to advertising

Facebook.com allows for information and knowledge to be captured, stored, and shared with others

Harvest large amounts of reliable social network information

Sensitive personal information

Knowledge of individuals sold for profit

Phishing Attempts◦ Claiming to know you◦ Fake/Hacked Accounts◦ Gain Trust

Privacy◦ Selling of info

Knowledge◦ Weakened◦ Watered down

Social Phishing ◦ Collect Demographic/Network Data◦ Effect Communication

Weakened Trust◦ Negative View on Social Networking Site◦ Becomes a burden rather than a useful tool for

people to use

Profiles will become you universal identity

Businesses will base value of particular markets on social influences

Models and graphical representations will define individual's relationships

Correlated systems for every aspect of life

More applications that have meaning and that will aid people in day-to-day activities

Integrated into already existing systems

More compelling social experience

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Gallaugher, John M. "Facebook Case." (2008): 1-21. Gartner. The University of Arizona, Tucson.

Valdes, Ray, and Andrew Frank. "Facebook's Advertising Initiative Gambles on Weathering Backlash." (2007): 1-6. Gartner. The University of Arizona, Tucson.

Boyd, Danah M., and Nicole B. Ellison. "Social Network Sites: Definition, History,." Journal of Computer-Mediated Communication 13 (2008): 210-30.

Cohn, Meredith, and Sam Sessaand. "FACEBOOK FACEOFF; SOME USERS OF THE SOCIAL NETWORKING SITE ARE INCENSED OVER A CHANGE ALLOWING IT TO RETAIN THEIR PERSONAL INFORMATION." The Baltimore Sun [Baltimore] 18 Feb. 2009, Final Edition ed.: 1-3.

Lamont, Judith. "Social Newtworking: KM and Beyond." KM World June 2008: 12-13.

Nordan, Nurul Aini M., Ahmad I Z. Abidin, Ahmad K. Mahmood, and Noreen I. Arshad. "Digital Social Networks: Examining the Knowledge Characteristics." PROCEEDINGS OF WORLD ACADEMY OF SCIENCE, ENGINEERING AND TECHNOLOGY 35 (2008): 248-54.

Taylor, Iris. "Social networking sites a tool for businesses." Richmond Times - Dispatch (Virginia) [Richmond] 2 Feb. 2009: 1-2.