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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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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.
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