Social Media – apart, together

Gabriela Avram

Social Mediap the use of web-based and mobile technologies

to turn communication into an interactive dialogue.

p "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” (Kaplan and Hänlein, 2010)

Social Media

p Social media are media for social interaction, as a superset beyond social communication. Enabled by ubiquitously accessible and scalable communication techniques, social media substantially change the way of communication between organizations, communities, as well as individuals.(Kietzmann et al, 2011)

Social Mediap A common thread running through all

definitions of social media is a blending of technology and social interaction for the co-creation of value.

p http://mashable.com/2011/01/24/the-history-of-social-media-infographic/

Brief historyp 1940s — Memex p 1960's — ARPA and Licklider p 1960s — Augmentation p 1970s — Office Automation p 1970s — Electronic Information Exchange System

(EIES) p 1980s — Groupware -"intentional group processes

plus software to support them”. p 1980s — Computer-Supported Cooperative Work

(CSCW) p 1990's — Groupware -software that integrates work on a

single project by several concurrent users at separated workstations

2000s — Evolution of Social Software

p It isn't until late 2002 that the term 'social software' came into more common usage, probably due to the efforts of Clay Shirky who organized a "Social Software Summit" in November of 2002. He recalls his first usage of the term to be from approximately April of 2002.

p I asked Clay if it was the loss of meaning in the terms 'groupware' that made him choose the term 'social software', and he replied:

p "I was looking for something that gathered together all uses of software that supported interacting groups, even if the interaction was offline, e.g. Meetup, nTag, etc. Groupware was the obvious choice, but had become horribly polluted by enterprise groupware work."

What is Social Media?p Reflect for 1 minute p Write down a few applications that are part

of Social Media p …and a few that aren’t! p Now let’s compare notes! p Tweet your own Social Media definition using

the #ixdm18 and the #socialmedia hashtags

Main Social Media Categoriesp Blogs p Microblogs p Wikis

p Social curation ■ Pinterest ■ Scoop.it

p Social reviews ■ Digg ■ reddit

p Social Network Sites ■ Facebook ■ Google + ■ Linkedin

■ Diigo ■ Flickr ■ Snapchat ■ YouTube

BlogsA weblog (a blog) is a web application enabling

periodic posts on a common webpage with public access

p Posts p Permalinks p Reverse chronological order p Tools:

■ editing and publishing p Usually belongs to an individual

BrownBag Studios - https://www.brownbagfilms.com/labs/show/category/news

Tara Sparling writes - http://tarasparlingwrites.com/ Best Newcomer Blog in 2014 at Irish Blog Awards

Key concepts :

p permalink p comments p links p trackbacks p images p search on blog p archives p audio&video blogging p mobile blogging

Other issues related to blogging:

Effects p Self development p Accountability p Independence p Self-determination p Being in control

What does it say about me: p Who I am - my permanent

traces on the Net p Who are my mentors p Who are my pals p What have I produced until

now - my portfolio Social Effects p Becoming part of a community p Who reads my blog? p Who writes about me? p How many readers do I have? p Do they ever come back?

The Art p What should I write about? p Finding my own voice p The frequency of my posts p The interaction

Who reads my blog? Google Analytics

Microbloggingp Micro-blogging is a form of blogging that allows users to write brief text

updates (usually 140 characters) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user.

p These messages can be submitted by a variety of means, including text messaging, instant messaging, email, MP3 or the web.

p The content of a micro-blog differs from a traditional blog due to the limited space per message. Many micro-blogs provide short messages about personal matters, commentary on a person-to-person level, or a link dump.

p Twitter p Identi.ca p Yammer p Tumblr p Instagram p (Facebook, Google+ etc.)

Search for #Limerick on Twitter

Wikisp A Wiki or wiki is a website (or other hypertext

document collection) that allows users to add content, as on an Internet forum, but also allows anyone to edit the content.

p Two core assumptions incorporated in the wiki mechanism: ■ knowledge is transitory, not static ■ the whole is greater than the sum of the parts

(through each individual’s contribution, the resulting product is made better and better.)

http://en.wikipedia.org/wiki/Limerick

https://en.wikipedia.org/wiki/Ed_Sheeran

Saturday, 10 Oct 2015, 10:30-15:30, Fab lab Limerick

Let’s see:

pA blog is made of …. pA wiki is made of.... pA Twitter account contains ... pA # (hashtag) can include several... pA post can have .... authors pAn article can have ....authors

Social Network Services 1. Social Networking Sites

Social network sites are “web-based services that allow individuals to

(1) construct a public or semi-public profile within a bounded system,

(2) articulate a list of other users with whom they share a connection, and

(3) view and traverse their list of connections and those made by others within the system.” (boyd & Ellison, 2007)

Hundreds available; different categories: p wide-ranging online social networking sites: Facebook,

DIASPORA, ello; p business networking (LinkedIn, XING) p location or event-based interaction (Swarm, MeetUp,

Eventbrite) p dating (Tinder, Match.com, OKCupid) Have a read: https://en.wikipedia.org/wiki/Online_dating_service

Facebook

Activity Stream on Linkedin

Social Network Services 2. Social Tagging

Focused on a digital object: pSocial bookmarking - type of online services, allowing users to save and categorize a personal collection of bookmarks;

■ CiteULike, Diigo, Mendeley

pPhoto sharing ■ Flickr

pAcademic papers p Academia.edu, ResearchGate

pNews/gossip/discussion ■ Reddit, Digg, Boards.ie

www.diigo.com/user/gabig58

Social Network Services 3.Time and Location Management

p Eventbrite.com p Meetup.com p Amiando

p Foursquare/Swarm p Yelp p TripAdvisor

Tools

■ Google Maps ■ OpenStreetMaps

Social curationp Pinterest p Scoop.it p Paper.li p storify

What does Social Media offer more than traditional

communication tools?

p E-mail and instant messaging, discussion lists and forums ■ messages sent to a person or a group ■ short-lived communication ■ destined to a specific, already known, public

p The content of weblogs and wikis, the profiles, the tags and the comments left on social networking sites ■ remain available for a longer period of time ■ meant for everybody( or for a group of friends)

How is Social Media different:p Social media does not have a finite limit: there are no set

number of pages or hours.

p The audience can participate in social media by adding comments or even editing the stories themselves.

p Content in social media can take the form of text, graphics, audio or video. Different formats can be mixed.

Characteristics of Social Media

p participation p collaboration p social p multiple, mixed media p collective intelligence p web as platform p various ways to consume it p the long tail

Issues with Social Mediap Cyber bullying p Identity theft p Privacy breaches p Blackmail p Information bubbles p Addiction p Loss of critical sense p Manipulation

Captologyp Stanford researcher BJ Fogg, the founder of

Stanford's Persuasive Technology Lab focuses on "methods for creating habits, showing what causes behavior, automating behavior change, and persuading people via mobile phones."

p Stanford's School Of Persuasion: BJ Fogg On How To Win Users And Influence Behavior (Kosner, 2012)

Facebook study of ‘emotional contagion’ 2014

p “Experimental evidence of massive- scale emotional contagion through social networks,” by Adam D. I. Kramer, Jamie E. Guillory, and Jeffrey T. Hancock, which appeared in issue 24, June 17, 2014, of Proc Natl Acad Sci USA (111:8788–8790; first published June 2, 2014; 10.1073/ pnas.1320040111)

p researchers from Facebook and Cornell University teamed up to study "emotional contagion".

p Over a one-week period in 2012, they changed the content of news feeds for a random sample of Facebook users.

p For one group of users they removed content that contained positive words, for another group they removed content that contained negative words. They then measured whether subtly biasing the emotional content in this way changed the emotional content of status updates by the users. Sure enough it did. Making feeds more negative led to more negative behaviour, and vice versa.

Facebook study of ‘emotional contagion’ 2014

p The authors noted in their paper, “[The work] was consistent with Facebook’s Data Use Policy, to which all users agree prior to creating an account on Facebook, constituting informed consent for this research.

p Scientifically, the study is remarkable in some ways and unremarkable in others.

p The sample size of 689,003 is truly huge – possibly the largest in the history of psychology. And the results are interesting insofar as they show that very small changes in the emotional state of our environment can have knock-on effects for how we act (and presumably how we feel) in social networks.

Cambridge Analyticap CA's data analysis methods - based on the academic work of Michal Kosinski.

who joined the Psychometrics Centre of Cambridge University in 2008. He and his colleagues developed a profiling system using general online data, Facebook-likes, and smartphone data.

p He showed that with a limited number of "likes", people can be analysed better than friends or relatives can do and that individual psychological targeting is a powerful tool to influence people.

p CA would collect data on voters using sources such as demographics, consumer behaviour, internet activity, and other public and private sources.

“Today in the United States we have somewhere close to four or five thousand data points on every individual ... So we model the personality of every adult across the United States, some 230 million people.”

— Alexander Nix, chief executive of Cambridge Analytica, October 2016.[1]

Cambridge Analyticap The personal data of approximately 87 million[22] Facebook users

were acquired via the 270,000 Facebook users who used a Facebook app called "This Is Your Digital Life.”

p By giving this third-party app permission to acquire their data, back in 2015, this also gave the app access to information on the user's friends network; this resulted in the data of about 87 million users being collected.

p The app developer breached Facebook's terms of service by giving the data to Cambridge Analytica.[24]

p On 1 May 2018, Cambridge Analytica and its parent company filed for insolvency proceedings and closed operations.

p Alexander Taylor, a former director for Cambridge Analytica, was appointed director of Emerdata on 28 March 2018

P2P Alternativesp Twitter replacement: eg Mastodon / Pleroma p Medium replacement: eg Plume, write.as p YouTube replacement: eg PeerTube p InstaGram replacement: eg PixelFed, Anfora p Reddit replacement: Anancus, Primso p GrooveShark/ SoundCloud replacement:

FunkWhale p MeetUp replacement: GetTogether

Conclusions

p The bottom-up approach of Social Software: ■ encourages responsibility and content ownership ■ opens wide opportunities for collaboration and interaction.

p The approach supported is ■ informal, innovative and flexible ■ it really empowers users, bringing the tools to them, and not

the opposite. p the significant results of Social Media deployment:

■ the generated content, ■ the social interaction triggered ■ a basis for joint actions.

p The dangers: p Reduced privacy, big data collection