Social Networks

Ankur Chawla Deepak Saini Niharika Sachdeva Karan Dhamija Sajal Marwah

Outline
S Introduction S Origin of Social Networks

S Examples of Social Network

S Social Network Analysis S Types of Social Networks S Recommendations S References

Social Networks
S How do you explain to say somebody

what Social Network is?

S What Social Network Analysis is?
S S S

Network Analysis is the keyword For the 21st Century Researchers , Politicians , People talk about Networks around you.

How do you explain what network is?

Everybody talks about Networks?

Networked Economy

Ego Networks

Networking

Regional Networks

Social Networks

National Innovation Networks Immigrant Networks

Entrepreneurial Networks Infrastructure Networks

What is social network?

S 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
S Social networking is the grouping of individuals

into specific groups, like small rural communities or a neighborhood subdivision, if you will.

Social Networks

S Not a new concept S Ramsey theorem-At any party with at least six

people, there are three people who are all either mutual acquaintances or mutual strangers
S People typically maintain 10-20 close

relationships among thousands of acquaintances

Online social networking

S Social sites commonly used. S Online community of internet users S Common interests in hobbies, religion, or politics. S Socialize on sites by reading the profile pages of

other members and possibly even contacting them.

Origin of social sites

S Social network sites (SNSs) such as Friendster,

Facebook, and MySpace allow individuals to present themselves, articulate their social networks, and establish or maintain connections with others.
S These sites can be oriented towards work-related

contexts (e.g., LinkedIn.com),the connecting those with shared interests such as music or politics (e.g., MySpace.com), or the college student population (the original incarnation of Facebook.com).

Popular social networking sites

S Personal sites-Myspace,orkut,facebook,google+
S Professional/work related-LinkedIn S Microblogging-Twitter S Music-last.fm S Movies-flickster

S Photos/pictures-flickr

Social Networking

- Self-publishing within your network of friends and colleagues. - What to listen to, what to watch, what's groovy

Social Networking

- The people's television network

- It is being acquired by Google for a mere 1.65 billion dollars in stock

Social Networking

- Arguably the best encyclopedia in the world - 1.5 million user-contributed articles.

Social Networking
Person 2 Person
- Share your computer power with everyone else in order to deliver their service

- Peer to Peer

Social Networking

This is not normally thought of as having a social network element

1 million people worldwide make a living from eBay

Social Networking;SecondLife
makes money by selling virtual real-estate for hard cash

3-D virtual world

Several major companies have set up shop in SecondLife

Social Networking;SecondLife

Social Networking;World WarCraft

Hugely popular Internet-based multi-player game Most successful of several virtual worlds that the Internet has spawned very powerful (and commercially successful) social network

Social Networking;World WarCraft

Social Network Analysis

We measure Social Network in terms of: 1. Degree Centrality: The number of direct connections a node has. What really matters is where those connections lead to and how they connect the otherwise unconnected. 2. Betweenness Centrality: A node with high betweenness has great influence over what flows in the network indicating important links and single point of failure. 3. Closeness Centrality: The degree an individual is near all other individuals in a network (directly or indirectly). It reflects the ability to access information through the network .

Why internet is popular mean for social networking

S The Internet is powerful because it bridges

distance at a low cost

S When people first meet online they tend to

like each other more

S Less stressful than face-to-face meeting S Superficialities aside people focus on

communicating their selves

- An example of a social Network diagram. The node with the highest Betweenness centrality is marked in yellow.

A Network is More Than The Sum of Its Ties

S A Net Consists of One or More Nodes Could be Persons,

Organizations, Groups, Nations, Web Connected by One or More Ties

S Work Could be One or More Relationships That Form

Distinct, Analyzable Patterns

S Can Study Patterns of Relationships or Ties

What people do today on social networks

Types of social networkers

Alpha Socialisers (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 customising their profiles.

Followers (many) people who joined sites to keep up with what their peers were doing.

Types of social networkers(conti.)

Faithful's (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.

My multiple identities

Privacy concerns

S Social networking sites provide privacy options but

users are generally unaware or tend to ignore such concerns

S Stalkers, terrorists, ill-doers, con-artists could benefit

from such issues

S Recent scandals-England :MI-6s directors wife puts up

photos of family on facebook.

S Facebooks controversial decision to make visible

relationship actions to entire social group

Security Issues

S Recent malware exploiting social networks S Malicious Banner ads S Adware S Phishing attacks S Customizable scripts

Recommendations

S Create linkages between services based on individually-controlled

identity federation
S Compete on creating the most compelling social experience, not

social graph lock-in

S Develop social applications that have meaning

S Integrate social networks into existing activities

S Design business models that reflect the value created by peoples

social networks

References
S www.ischool.utexas.edu/~i385q/archive/sharma_socia

l_networks.ppt
S http://www.pr.com/press-

release/214190cs.nyu.edu/~jchen/socialnetworks.ppt
S http://en.wikipedia.org/wiki/Social_network S http://www.forrester.com

References

S http://en.wikipedia.org/wiki/List_of_social_networ

king_websites
S https://tribeca.db.toronto.edu/seminar/social/attac

hment/wiki/Schedule/social-networks-forcs.pdf?format=raw
S http://en.wikipedia.org/wiki/List_of_social_networ

king_websites

Thank You for your Patience

QUESTIONS ??