Transcript Social networking site for the general public Cathy Dwyer Pace University

Social networking site for the
general public
Cathy Dwyer
Pace University
[email protected]
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Outline
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Definition and description of key
features
How do people use these sites?
What value do they obtain from
using them?
What is the business model for
these sites?
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How popular are these sites?
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MySpace
– 130 million members
(#2 US)
Facebook
– 12 million members
(#10 US)
Hi5
– 50 million members
(#33 global)
Xanga
– 40 million members
(#50 global)
CyWorld
– 15 million members
(25% of South Koreans are members)
WikiPedia List of Social Networking Sites
Alexa Global Top 500
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Definition of a social networking site
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A social networking site is a web based
application that supports social interaction and
the development of new relationships
Usually free subscription
Members create profiles to introduce themselves
to others and describe their interests
Members can “friend” others, creating visual
signal of relationship
Features synchronous and a-synchronous
communication
Facilitates sharing of content (music, videos,
pictures)
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Profiles - MySpace
Profile identifies
you to other
members
Profiles enable,
communication,
provide a way
for you to
update friends
on your
activities
Private profiles
can only be
viewed by
“friends”
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Facebook
profile
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CyWorld profile
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Facebook
Friends
•“friending”
•Send invitation
•If other person
accepts, you are
added to their
social network
and they are
added to yours
•friends have
access to their
profile
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Communication – private messages
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Communication
public comments
(also called
testimonials)
Posting to “the wall”
(Facebook)
Visible to anyone
viewing a profile
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Online survey: comparison of
Facebook and MySpace members
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Research
method:
Period:
Universe:
Online survey
8/1 – 9/15/06
MySpace and Facebook
members (survey
customized for both sites)
Sample type: Ad-hoc sample
Recruitment: post notices in both sites,
iTunes download
for completing survey
Analyzable
responses:
117
(69 Facebook, 48 MySpace)
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Basic demographics
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69 Facebook members completed
the survey
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29 male and 40 female
average age 20.36
48 MySpace members completed
the survey
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29 males and 19 females
average age 22.93
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Ethnicity
Facebook MySpace
(%)
Asian
15.94
12.50
Black or African American
17.39
6.25
Hispanic
17.39
12.50
Mixed race
7.25
6.25
Native Hawaiian and Pacific Islander
1.45
4.17
28.99
56.25
Other, please specify
8.70
2.08
No response
2.90
0.00
White
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Frequency of Use
Facebook
How often do you visit [SNS]?
MySpace
(%)
Every day
55.1
60.4
Several times a week
24.6
22.9
5.8
8.3
10.1
6.3
4.3
2.1
Once a week
Once in a while
Other, please specify
Are you an active user of other social
networking sites?
(%)
Yes
40.58
45.83
No
59.42
54.17
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Q 49: How often do you update
your profile on [SNS]?
(%)
Every day
0.00
4.17
Several times a week
5.80
6.25
Once a week
4.35
12.50
82.61
72.92
Never
1.45
2.08
Other, please specify
5.80
2.08
Once in a while
Question 51: How often do you
post comments to a friend’s
profile?
Every day
(%)
8.70
18.75
Several times a week
23.19
14.58
Once a week
17.39
16.67
Once in a while
46.38
47.92
Never
2.90
0.00
Other, please specify
1.45
2.08
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Size of Social networks (median = 200)
Number of Friends on Social Networking Sites
2500
25% reported at
least 300 friends
(top value was
2255)
2000
1500
only about 20% of
respondents
reported 50 or
fewer friends
1000
500
0
1
5
9
13
17
21
25
29
33
37
41
45
49
53
57
61
65
69
73
77
81
85
89
93
97 101 105 109 113
Respondents
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~ 50 % prefer SNS over e-mail
Prefer SNS over e-mail
(%)
20
18
16
14
12
10
8
6
4
2
0
SD to SA
1
2
3
4
5
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7
17
Prefer SNS over Instant Messenger
Prefer SNS to Instant Messenger
45
40
35
(%)
30
25
SD to SA
20
15
10
5
0
1
2
3
4
5
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Do members develop relationships
that extend beyond SNS?
Have you ever contacted friends after
meeting them by using [social
networking site] through the
following (check all that apply):
Telephone
Met face to face
Facebook
Y
N
MySpace
Y
N
P
value
0.0%
100.0%
0.0%
100.0%
27.5%
72.5%
54.2%
45.8%
.004**
34.8%
65.2%
60.4%
39.6%
.006**
18.8%
81.2%
33.3%
66.7%
0.074
40.6%
59.4%
20.8%
79.2%
.025*
Instant messenger
Email
Did not communicate outside of [social
networking site]
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Trust in profiles (.005**)
Facebook mean = 4.29, MySpace = 5.13
I believe most of the profiles on [SNS] are exaggerated
to make the person look more appealing.
35
30
(%)
25
20
Facebook
15
MySpace
10
5
0
1
2
3
4
5
6
7
SD - SA
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Privacy (.033*)
Facebook mean = 3.88, MySpace = 3.29
I feel that the privacy of my personal information is
protected by [SNS]
30
25
(%)
20
Facebook
15
MySpace
10
5
0
1
2
3
4
5
6
7
SD - SA
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I would not like other people on Facebook to know how
often I view their profile.
Mean = 4.57
1=SD
7=SA
Count
Total
1
2
3
4
5
6
7
1 = SD
1
0
0
0
0
0
0
3
3
I would like to
know who has
viewed my
profile on
Facebook.
Mean = 5.43
2
2
0
0
0
0
2
1
5
3
2
1
1
2
2
3
0
11
4
0
0
2
0
1
3
4
10
5
1
4
3
2
4
4
2
20
6
0
4
5
5
4
4
2
24
7
3
3
6
9
4
6
12
43
8
12
17
18
15
22
24
116
7 = SA
Total
More than a third would like to know
who has looked at their profile, but
not allow others to know what
profiles they have viewed
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42/116 =
~36%
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What do you like the most?
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“Its like having an online address book that
automatically updates itself”
“Having access to contact information for friends,
as well as having a glimpse of what is happening
with other people's lives”
“Ease, automation, centralization”
“It is an evolving way of organizing and keeping
in touch with friends and other acquaintances
whom may be out of reach otherwise”
“No stigma of going out single, meet people who
don’t like bars/clubs”
“The opportunity to network and communicate
with millions of people almost anywhere in the
world”
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What is your greatest concern?
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“Unfortunately, I was stalked once through the
facebook. He was a younger man who attended
one of my classes. Though I never met him face
to face, he used the information such as my AIM
screenname and my blog on the facebook to
constantly contact me”
“Employers gaining access to information/pictures
that are irrelevant to someone's job performance
but still used against them”
“That I won't be paying attention and do
something stupid”
“Parents and teachers checking on my profile”
“Someone who becomes obsessed with you to the
point where they follow your every move”
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Business model
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Highly desired demographic
audience for marketers
Advertising – Google Ad Sense
Membership upgrades (CyWorld)
Promotion of entertainers
(musicians, Borat on MySpace)
Unknown – social data mining?
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Web traffic (past 12 months)
MySpace vs. Facebook vs. CNN
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Facebook
vs. MySpace
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vs. CNN
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How are social networking sites using
data?
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Architecture allows real time
capture of all interactions within a
digital space
Preferences on books, music,
movies is posted on profiles
Huge data set creates closed
universe for data analysis
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Marketers want data
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Product interest by region
Product interest by gender
From Facebook privacy policy:
“We may provide information to service providers
to help us bring you the services we offer.”
From Facebook privacy policy:
“Facebook may also collect information about you
from other sources, such as newspapers, blogs,
instant messaging services, and other users of
the Facebook service through the operation of the
service (e.g., photo tags) in order to provide you
with more useful information and a more
personalized experience.”
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Summary
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Overview of basic features of social
networking site
Popular activity combining
multimedia with easy
communication channels
Evidence of conflicted attitudes
Business model based on social
data mining may undercut trust
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