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Abstract
An analysis of an open communications philosophy, a distributed computing model, and
social networking, which could change the way you use the Internet.
by Colin McAllister
email: colin.mcallister@ymail.com
blog: http://cmcallister.vox.com/
Introduction
A thirst for openness and access to the Internet is driving the evolution of personal
communications. The Internet has revolutionised how people communicate, using email, instant
messages (IM), blogs (web logs), and social networks. I investigate the importance of openness to
this revolution by focussing on one declaration of openness: The Cluetrain Manifesto, one model of
computing: Cloud Computing and one application: Social Networking.
Cluetrain is a revolutionary approach to open communications, which insists that business
messages be more personal and less formal. Cloud computing is data processing that is distributed
over a network of computers. How can you employ cloud computing to get aboard the Cluetrain?
Answer: By using social networks.
Social networking supports communications between individuals and groups. It has evolved
beyond email, static web pages and groupware. It uses modern scripting frameworks, e.g. Ajax
(Asynchronous JavaScript + XML) to provide two way communications and a rich user interface.
I argue for the necessity of openness in developing communications technology. The methods
of openness are the diametric opposites of: closed standards, proprietary technology and DRM
(Digital Rights Management).
I wish to encourage you to experiment with more openness in your communications, while
remaining aware of the risks involved. I mention about twenty social networking services and
applications, some of which you might choose to try out for yourself.
Cloud Computing
A service is “cloud computing” if the user has access to distributed computing resources
without needing to know where the data is processed. It must be scalable, as it has to support many
users around the world. Social networks fall under this general definition.
Internet companies like Google, Amazon and Yahoo (Grid Today, 2008) are reorganising
their businesses to provide cloud computing as a product. Their customers are pioneers in a new
model of business data processing. A Gartner report, “Assessing the Security Risks of Cloud
Computing.” advises any business considering the use of cloud computing to get a security
assessment of the provider (Brodkin, 2008).
Amazon.com provides EC2 (Elastic Compute Cloud), which offers three levels of service
depending on how much data processing you need (MyTradeDomain.com, 2008). Google offers App
Engine cloud computing as a free preview release (Google App Engine 2008), which can be scaled
up to 5 million page views per month.
Mozilla’s Weave 0.2 environment for the Firefox browser synchronises your browser
environment (bookmarks etc.) as you move from one online computer to another. Mozilla intends to
provide an API, so that third party cloud computing applications may be developed.
Cloud computing is available for research and development as open-source software
(EUCALYPTUS, 2008), which is compatible with Amazon's EC2 cloud computing interface and
runs on the Linux operating system.
Peer-to-peer software is used for sharing large media files, and download-accelerator
software provides similar functionality as a browser extension. These programs are a type of cloud
computing; the hosted files are distributed over many computers at different locations.
Collaborative Editing
Collaborative editing is one of the applications of social networking. A Wiki (e.g. Twiki) lets
multiple authors organise and edit shared documents. The principal of “many eyeballs” says that the
best way to debug a computer program is to make it open-source, using a revision control program
like CVS or GIT to support collaboration. The same principle applies to Wikis, notably Wikipedia,
the online encyclopaedia. To edit office documents online, as sole author, or in collaboration, use an
online word processor such as Zoho Writer (Guardian, 2006) or Google Docs. Calendars and
appointment books require collaboration; as provided by the Scalix (Guardian, 2006) and Chandler
(Glazner, 2006) open-source software or by Microsoft Exchange.
Information Overload
The large volume of social network traffic can become unmanageable for both the user and
the servers. For example the Twitter messaging service became unreliable in mid 2008 due to the
large volume of traffic generated. Social networking fatigue is the name given to the exhaustion felt
by some users in trying to keep up to date with their communications. If you maintain a blog for
example, it becomes almost compulsory to update it with new opinions every day, so that it is well
rated by search engines.
Conclusion:
This essay is a survey of opinions, drawn together to determine the value of openness in
digital communications. I discussed the trend to share online, as shown by the popularity of social
networking and file sharing, especially among young people. Hopefully, I introduced you to a social
network that you didn't “stumble upon” before. I did not have time to discuss mobile phones, which
are important in social networking, due to their popularity and capabilities.
Openness in communications is declared at several levels, ranging from the protocol
specifications of the Internet, to the goals of Internet companies to connect people and make
information universally accessible (Lashinsky, 2007). The Cluetrain Manifesto of 1999 is a specific
definition of the modern appetite for open communications, and it is even more relevant today with
the popularity of social networking. It both observes and recommends: communications as
networking, and marketing as conversation. I gave viral marketing as an example of successful
marketing communications that is in conformance to the Cluetrain Manifesto.
Cloud computing is both a general term for almost any distributed system, and specific type
of data processing product. I use the general meaning for the purpose of discussion. I did not
expand on cloud computing as specific products, except by referring you to a couple of brief online
articles that discuss business potential, and security risks. Social networks are built on Web 2.0
protocols. Web 2.0 is a mechanism for “cloud computing” in the general sense of the term, an enabler
of distributed services.
A social network provides communications among its members and members of partner sites.
I pointed out two risks of social networking; accidental release of private data, and identity theft.
Different networks have different cultures of anonymity; Facebook users are expected to give their
real name, and Maxi users rarely do. There is a cultural gap between people who are comfortable
with sharing information, and people who desire their privacy. It is self explanatory that social
networking will be more useful if you are comfortable in sharing aspects of your life online.
Setting up your own blog is not difficult, if you choose standard template. A blog is open for
anyone to browse and leave comments, not restricted to members only, like a social network. Blogs
provide some of the features of social networking e.g., photo sharing and friend networks.
Sharing does exist in corporations, but it is called collaboration or marketing, is
departmentalised and costs a lot to manage. Secure channels such as Virtual Private Networking are
the opposite of social networking, yet they are required for sensitive business communications.
Social networks are free, usually sponsored by in-page advertising. They may also claim extensive
rights over your data. Social network providers and business users need to relax their regulations, if
they are to bridge their incompatible data processing obligations.
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Editorial History
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