Social Networking and KM

1. Social Networking and KM Daniel Castro Alvaro Mendizabal Eric Villanueva

2. Overview • Definitions • History of SN sites • Target Areas • Concepts • SN in the workplace • SN in non-workplace • Advertising • Privacy • Case Studies • Conclusion

3. Introduction • 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

4. Why chosen? • 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.

5. Overview: Why is it Important? • 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

6. Target Areas • Social Networking in the workforce • Social Networking in the non-workforce • Advertising • Privacy

7. Concepts/Design • Social Software • Communications tools • Interactive tools • Search Engines • Explicit social network engines allow relationship sharing • Implicit social network engines filter searches to trusted material

8. Concepts/Design • Open source applications widely used • Developer friendly environment • Open participation

9. Social Networking • There are 2 types of social networking • Social Networking for the workplace • Social Networking for non-workplace

10. Overview: Historic Timeline

11. Overview: Biggest Players Facebook: 175 Million Users MySpace: 150 Million Users LinkedIn: 30 milllion Twitter: 4-5 million

12. SN for Business • 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

13. SN for Business • 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

14. SN for Business • 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

15. SN for Business • Two trends: • Third party sites • LinkedIn • Facebook • In house social networks – • IdeaStorm (Dell) • iRise • Catalyze

16. SN for Business • 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

17. SN in Non-workplace • 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

18. SN in Non-workplace • 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?

19. 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.

20. Privacy • 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

21. Facebook Case Study • 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

22. Facebook Case Study • 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

23. Facebook Case Study • 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

24. Facebook Case Study • 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

25. Phishing Case • Harvest large amounts of reliable social network information • Sensitive personal information • Knowledge of individuals sold for profit

26. Phishing Case • Phishing Attempts • Claiming to know you • Fake/Hacked Accounts • Gain Trust • Privacy • Selling of info • Knowledge • Weakened • Watered down

27. Phishing Case • 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

28. Future Trends • 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

29. Future Trends • 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

30. Our comments…

31. References • Prentice, Brian. "Three Potential Pitfalls of Corporate Social Networking." Gartner (2007). Gartner. The University of Arizona, Tucson. • Gallaugher, John M. "Facebook Case." (2008): 1-21. Gartner. The University of Arizona, Tucson. • 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. • Taylor, Iris. "Social networking sites a tool for businesses." Richmond Times - Dispatch (Virginia) [Richmond] 2 Feb. 2009: 1-2.