Social media applications allow users to create profiles and connect with others who share common interests. Popular social networking sites like Facebook and LinkedIn enable users to share updates, photos, and information about themselves and connect with friends and colleagues. Businesses are also utilizing social media to engage with customers and promote their brand.

1. 5
Connecting People
Web 2.0:
Concepts and
Applications

2. Overview
 Social media applications inform, educate, and
entertain people through online media
 A social networking application allows users to create
profiles for sharing information about themselves and
designate as friends or contacts users with whom
they share a common interest
– Facebook
– LinkedIn
– MySpace
– Twitter
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3. Overview
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4. Common Features of Social
Networking Applications
 Status messages display a current location, activity,
or thought
 Friends and contacts are those with whom you share
a common interest
– Second-level contacts
– Extended contacts
 Your profile contains personal information
– Name, E-mail address, Gender, Age, Location, Photograph
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5. Common Features of Social
Networking Applications
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6. Common Features of Social
Networking Applications
 Social networking sites can access your e-mail
address book and find people who you already
know
 Facebook and LinkedIn can suggest people
whom you might know because you share
common friends or profile information
 You can search for certain groups of people
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7. Connecting with Friends on
Facebook
 In December 2009, Facebook reported that
more than 30 million people had signed up
– The number of Facebook users has more than
doubled in 2009
 Your profile on Facebook contains a variety of
pages and tabs where you can share
information with your friends
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8. Connecting with Friends on
Facebook
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9. Connecting with Friends on
Facebook
 Facebook’s Wall tab
displays a blog-style
page on which you can
update your status
message
 Other tabs include
Photos, Boxes, and
Notes
 Your News Feed is a log
of several actions you
might take
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10. Connecting with Friends on
Facebook
 Facebook has
thousands of
applications that are
available to users
 Facebook partnered
with third-party
developers to develop
applications
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11. Connecting with Friends on
Facebook
 The Application Directory page displays featured
applications, applications organized by category,
recommended applications, and information about
applications
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12. Connecting with Friends on
Facebook
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13. Connecting with Friends on
Facebook
 Social networks have a
privacy policy that describes
how they will use your
personal information
 Facebook allows you to
specify privacy settings for
your personal information
 Applications can gather
information from your profile
 Profiles can be indexed so
that they are searchable
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14. Connecting with Friends on
Facebook
 An effective way to organize your friends and
control what they can access is to create a
Friend List
– Group friends based on relationship
– You can assign specific privacy policies to each list
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15. Connecting with Friends on
Facebook
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16. Connecting with Friends on
Facebook
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17. Business and Professional
Networking with LinkedIn
 LinedIn connects people with professional colleagues
 More than 33 million members in 2009
 LinkedIn profiles display:
– Current and previous work experience
– Education
– Web site or blog
– Recommendations
– Interests
– Honors and awards
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18. Business and Professional
Networking with LinkedIn
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19. Business and Professional
Networking with LinkedIn
 Professional networks on LinkedIn can be
helpful when you are seeking employment
 You can search for a job using the Jobs link
on the top navigation bar and entering your
search terms
 Search results display your contacts that know
the person who posted the job
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20. Business and Professional
Networking with LinkedIn
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21. Business and Professional
Networking with LinkedIn
 LinkedIn’s people search capability also helps
you to identify people who share the same
professional interests
 You can contact people of interest with InMail,
LinkedIn’s e-mail service
 Most companies use LinkedIn as a recruiting
tool for finding prospective employees
– Companies can review an applicant’s credentials
and reviews prior to a job interview
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22. Business and Professional
Networking with LinkedIn
 Most social networks are free, but some
charge a fee for additional services
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23. Connecting People with Special
Interests
 Special-purpose social networks connect
targeted groups of people with similar interests
or situations
– People who enjoy similar activities
– People who support the same charitable causes or
organizations
– People who share the same common goals
 Bloggers and Web site owners can build an
online community around their Web sites
– Go2Web20
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24. Connecting People with Special
Interests
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25. Connecting People with Special
Interests
 Using Meetup, people
can find nearby activity
partners who share
common interests
 Displays listings of
happenings around the
world
 Users first create a
profile, and then
browse, join, or create
groups
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26. Connecting People with Special
Interests
 On the PatientsLikeMe
Web site, patients with
life-changing conditions
reach out to other in
similar situations
– Seek support
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27. Connecting People with Special
Interests
 SlideShare is an online
community and
repository for people to
share PowerPoint
presentations and other
documents
– Great source of
information for topics of
interest
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28. Connecting People with Special
Interests
 Social activists and nonprofit organizations
have found the value in social networking for
increasing awareness
 Facebook’s Causes application provides
members who support a cause with tools to
share information
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29. Connecting People with Special
Interests
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30. Connecting People with Special
Interests
 Social networking sites for charities
– Network for Good
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31. Connecting People with Special
Interests
 Ning is a Web-based application allowing
members to create custom social networks for
online communities for niche markets
– Provides technology infrastructure
– Offers blogs, wikis, event calendars, and RSS
feeds
– More than 6 million frequent visitors
– More than 240,000 active social networks
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32. Connecting People with Special
Interests
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33. Social Networks Created by the
Ning Platform
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34. Connecting People with Special
Interests
 The Long Tail can be applied to the social
networking world
– Most popular communities interest the most
people
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35. Twitter
 Twitter allows people to keep in touch with each other
by exchanging short messages of 140 characters or
less
 Online application for creating a social network
 Tweeting is the process of sending a message on
Twitter
 Retweets are forwards of a message that you sent
 Shortened URLs point users to a Web site containing
more than 140 characters
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36. Twitter
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37. Twitter
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38. Twitter
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39. Twitter
 TweetDeck is a Twitter
client application that
organizes tweets into
columns based on who
sent them, the type of
tweet, or the results of a
keyword or hashtag
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40. Twitter
 WeFollow is one of
several directories of
Twitter users
 Add yourself to
WeFollow if you want to
be found on Twitter
more easily
 Twitter network can be a
beneficial source of
information
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41. Twitter Applications
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42. Twitter
 URL shorteners are Web applications that
encode a long URL in order to create a
shorter, equivalent URL
– Shortening service
– Often with 18 to 25 characters
– Requires a visit to an intermediate Web server
• Service may track statistics
– Beneficial when you do not want to include a long
URL
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43. Twitter
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44. Twitter
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45. Twitter
 Many Twitter clients and phone applications
include image-posting capabilities
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46. Business Uses of Social
Networking
 The Conversation Prism shows the vast
choices available in social media and their
applications to business
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47. Business Uses of Social
Networking
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48. Business Uses of Social
Networking
 Fan pages on Facebook are marketing tools
with which companies can:
– Share information
– Promote products
– Offer special deals or coupons to customers
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49. Business Uses of Social
Networking
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50. Business Uses of Social
Networking
 Companies can create social networking sites to
build relationships with employees and customers
– IBM employees use the Blue Pages network
– My Starbucks Idea
 Customer Relationship Management (CRM)
describes a set of tools that companies employ to
manage customers
– Social CRM is an extension allowing organizations to
monitor conversations on various social networks
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51. Business Uses of Social
Networking
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52. Business Uses of Social
Networking
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53. Summary
 Social networks provide tools for connecting people both
personally and professionally
– Facebook
– LinkedIn
 Ning enables people with specific interests to share
information
 Businesses can use social networks within their organizations
 Social CRM software assists in finding, tracking, and
responding to issues that arise from social networking sites
such as Facebook or Twitter
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54. 5
Connecting People
Chapter 5
Complete
Web 2.0:
Concepts and
Applications