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Social Networks

Social Networks. Systems Reading Group Jay Chen 10/25/06. Social Relationships. Psychologists have studied how communication context changes social relationships Social relationships maintained through different media grow at different rates and to different depths

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Social Networks

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  1. Social Networks Systems Reading Group Jay Chen 10/25/06

  2. Social Relationships • Psychologists have studied how communication context changes social relationships • Social relationships maintained through different media grow at different rates and to different depths • No clear consensus as to whether one modality is better than another (email vs phone etc) • However, they do know of some correlations…

  3. Ability to Build and Maintain Relationships Related to… • Cost • Geographic distance • Time spent • Synchrony vs. asynchrony • Awareness • Media richness

  4. Why the Internet is an Interesting Medium for Social Relationships • 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”

  5. Social Networks • Not a new concept, (6 degrees of separation) • People typically maintain 10-20 close relationships among thousands of acquaintances • Metcalf’s Law – value of a network increases n2 to # of participants • Not exactly, but in theory. • Dependent upon interaction model

  6. Social Networks on the Internet • Not a new concept • BBS/Usenet • Web/Email • Chat / Video conferencing • What is “new” are • “Weblogs” or “blogs” • Social Networking Websites

  7. Why Are Social Networks All the Buzz Now? • As we move forward and technology provides improvements in: • Awareness: You not only know who your friends are, but who their friends are • Media richness: Voice, video, music • All of these contribute to making social networks online a mirror of people’s “real life” relationships • Growth of popular social network sites is very fast (Myspace 200,000 new users a day)

  8. Social Network Site’ Hype • Maintain relationships with your friends • Form new relationships with people of similar interest • Find prospective employers/employees • Keep up to date on popular news or media

  9. Amalgamation of Technology • Newest incarnation of social networking sites attempt to subsume: • File sharing (photos, music, videos) • MySpace, Xanga, Youtube • Blogging / Video Blogs • Xanga / YouTube • Chat / Vchat • Instant Messaging (AIM/MSN) • Self Publishing / broadcast • Youtube • Search engines / web portals

  10. File sharing • p2p is the “newest” big thing in file sharing • Malicious users with fake or corrupted files is a problem • Research devoted to leveraging social networks to do collaborative filtering on bad files • File sharing on social networks means collaborative filtering of bad files

  11. Issues w/Social Networks • Parents & Govt. banning MySpace due to the bad rep • Kids subjected to obscene or unlawful sexual advances • 98% of K-12 schools already filtering out Myspace • The popular banned sites lose visitors that move to the less popular ones • Too many choices to choose from • Revenue stream beyond advertisements • Security & Privacy Issues

  12. Security & Privacy Issues • Recent malware exploiting social networks • Malicious Banner ads • Adware • Phishing attacks’ • Customizable scripts • Facebook’s controversial decision to make visible relationship actions to entire social group • Everyone reading everyone’s shared information

  13. Role of Systems Designers • Building these social networks faces the same problems we often have in building large-scale systems • Scalability • Security • Usability • The human factor involved means understanding a bit more about what people want, and how technology can provide these things

  14. End

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