LECTURE 8

Continued Social Networks

Course: Introduction to New Media

Course code: NM401
Course Instructor: Khansa Tarar
Khansa Tarar

05/05/
15

photo credit: dbarefoot

Social Media is
Consumer 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.

Definition

Social 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 Media
A framework that defines social media by usingseven
functional building blocks:

identity,
conversations,
sharing,
presence,
relationships,
reputation, and
groups

Types of Social Media

Services
Bookmarking 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 Networking
Social 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 Sites

Personal sites-Myspace, orkut, Cyworld

Professional/work related-LinkedIn
Romantic relationship initiation-friendster
Microblogging-Twitter
Music-last.fm
Movies-flickster
Photos/pictures-flickr

Social Networking

Why is Social Media

important?
If you are awake they are probably online
The 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 olds
They 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 Endorsement
The 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 experts

Peer 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 cost

When people first meet online they tend

to like each other more

Less stressful than face-to-face meeting

Superficialities aside people focus on
communicating their selves

Why do People
Contribute
According 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
Networkers
Alpha 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:Networkers
Faithfuls (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: Networkers
According to Amy Jo Kim there are five stages
of the community participation hierarchy:
1. Lurker or visitor: just observe
2. Novice: begin participating
3. Regular: have continue participation over a
period of time

4. Leader: further sustained participation with

recognition

5. Elder: long time leader and often a community

pillar or wise person

Virtual Selves

Virtual Selves
Psychical aspects like race, sex,
appearance, and even disabilities are
not evident online

People can be whoever they want

(within reason generally)

This is seen as both positive and

negative. Why?

Privacy Concerns
Social networking sites provide privacy
options but users are generally unaware
or tend to ignore such concerns

Stalkers, terrorists, ill-doers, con-artists

could benefit from such issues

Facebooks 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 world

Facebooks 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 advertising
Create awareness
Encourage connection
Inspire loyalty
Create ambassadors
Recruit best fit students
Build powerful relations with alumni
Create stronger reputations

What is Social Media and

how can you use it to
enhance student support?
Social Media provides context, pictures,
words, shared meaning

Facebook, YouTube ( some examples

education programme information,
housing, orientation, announcements)

Give students something they need

Online Student Support

Video Share/Stream
Youtube.edu

Ustream

Face Book & Class Room

Uses

Open dialogue via a familiar and regularly accessed

medium
Integration of multimodal content
It allows students to ask more minor questions
Alternative means for shyer students
The level of informality typical to Facebook can also aid
students in self-expression
Frequent student-and-instructor and student-and-student
communication
Students discussion-forums regarding Course
Quality

Facebook & Classroom:

Limitations

From a course management perspective, Facebook may

be less efficient
Limitations with regards to uploading assignments
some students (and educators) resistance to its use in
education
Facebooks 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 them
Parent are not comfortable with their child- Facebook
interaction

Social Media to Promote

SOCA

FACEBOOK/ TWITTER

News Stories and Announcements

Features
Photos
Competitions Updates
Connecting with other Universities pages
Connecting you with Alumini
Links to News Stories
Admission Campaign

YOUTUBE

Highlight Videos

Interviews

Videos of Special Events

Students projects
INSTAGRAM

Photo Collages

Photo Journalism Projects

Department Photo Gallery

Student activity Pictures

Criticism

Disparity
Trustworthiness
Concentration
Privacy
Effects on Interpersonal Relationships

Increasing RelationshipDecreasing Intimacy

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