Copyright 2013-15 1 COMP 2410 – Networked Information Systems IC3 – Web 2.0 and Social Media Roger Clarke Xamax Consultancy, Canberra Visiting Professor,

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COMP 2410 – Networked Information Systems

IC3 – Web 2.0 and Social Media

Roger ClarkeXamax Consultancy, Canberra

Visiting Professor, A.N.U. and U.N.S.W.

http://www.rogerclarke.com/II/NIS2410.html#L3http://www.rogerclarke.com/II/NIS2410-3 {.ppt, .pdf}

ANU RSCS, 19 March 2015

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Neworked Information SystemsThis Series of Six Lectures

1. Network App Architectures (Earlier Lecture).1 Master-Slave Architecture.2 Client-Server Architecture

incl. Cloud Computing.3 Peer-to-Peer (P2P) Architecture.4 Networks without People

2. Particular Kinds of Networked Application2.1 Mobile Computing (Previous Lecture)2.2 Web 2.0 and Social Media (This Lecture)

3. Networked Info Systems Security (3 Lectures)

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1. Web 2.0

• Pre-Cursors to Web 2.0• The Dimensions of Web 2.0

• Content Syndication• Advertising Syndication• Storage Syndication• Effort Syndication

• The Architecture of Collaboration

http://www.rogerclarke.com/EC/Web2C.html

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‘Web 2.0’ – by Marketing Cliché

A way of thought, rather than a technology:• ‘The world has changed’ (get with it)• ‘Loosen up’ (you can’t control)• ‘Open up’ (you can’t stay closed)• ‘Be accessible’ (not just web-browsers)• ‘Involve’ (get users on the inside)• ‘Mutate’ (continuous improvement’ / ‘gamma’;

or is that just an excuse for ‘permanent beta’?)

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‘Syndication’

• Originally, a ‘syndicate’ was a group of investors, cf. a joint venture

• More recently, a means of distribution esp. of media material e.g. sports photos, cartoons, and opinions by commentators

• In this context, arrangements by which a party that originates content (a) licenses others to utilise it, and(b) facilitates dissemination of copies of it, and of metadata about it

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‘Content Syndication’ – 1980-2000

• Posts to Usenet News, Fora, eMail-Lists• Personalised eNewspapers (by fax, then

email, ...)• eMail Notification when a web-page changes• Mirrors of web-page content• ‘Web-Logs’ / ‘Blogs’• 'Who I'm Reading' feature of blogs• 'Feeds' of recently-published headlines & URLs

using XML/RDF-based RSS and Atom

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‘Content Syndication’ – 2004-• Posts to Usenet News, Fora, eMail-Lists• Personalised eNewspapers (by fax, then email, ...)• eMail Notification when a web-page changes• Mirrors of web-page content• ‘Web-Logs’ / ‘Blogs’• 'Who I'm Reading' feature of blogs• 'Feeds' of recently-published headlines & URLs

using XML/RDF-based RSS and Atom• 'Wall-Postings' on the inside-walls of 'Walled

Gardens'• Expose-Yourself / Expose-Your-Friends

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‘Advertising Syndication’

• Overture (1998)• Google AdWords (2000)

• From ‘Pay-per-ad’ (per insert/appearance)• To 'Pay-per-click’ (per click on an ad):

• Advertisers use metadata (‘keywords’)to indicate what the ad is about

• They do pay to use a keyword• They don’t pay for an ad display• They do pay when someone clicks on it

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'The Architecture of Participation'

aka ‘Harnessing Collective Intelligence’and ‘The Surging Wisdom of Crowds’

• Self-Publishing / 'Vanity Press'Now called ‘Content Syndication’

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Self-Publishing / 'Vanity Press'Now called ‘Content Syndication’

xkcd.com – Randall Munroe"You are welcome to reprint occasional comics pretty

much anywhere (presentations, papers, blogs with ads, etc).

"If you're not outright merchandizing, you're probably fine.

"Just be sure to attribute the comic to xkcd.com" [CC-BY-NC]

QuickTime™ and aTIFF (Uncompressed) decompressor

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'The Architecture of Participation'

aka ‘Harnessing Collective Intelligence’and ‘The Surging Wisdom of Crowds’

• Self-Publishing / 'Vanity Press'Now called ‘Content Syndication’

• Collaborative Publishing:CSCW – shared text-documentsWikis generally, esp. WikipediaZoho, Google Docs, MS Office365

• Free-Text Metadata:‘folksonomy', ‘tags’, ‘tag-clouds’

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The Communitarian Perspective:An Architecture of

Collaboration?• Wikipedia

• A reference repository• Collaborative authorship

• Flickr:• A photo repository• Free-text meta-tags• Hence a ‘folksonomy’

(cf. taxonomy)• Hence ‘tag-clouds’

(word-size in displayproportional to frequency)

• Del.icio.us:• Bookmark

repository• Free-text meta-

tags• On to ‘folksonomy’

and tag-clouds• YouTube:

• Video repository• On to ...

• ...

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2. Social Media

Means what?

Same as Social Networking Services?

More?

Different?

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QuickTime™ and aTIFF (Uncompressed) decompressor

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[Achtung: 2013 Graphic]

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Social Networking Services• Generic

Facebook, Google+, tumblr, Twitter, Pinterest, ...• Americas – Nexopia (Canada), Orkut, Badoo

(South) • Africa – LAGbook, Mxit • Europe

Xing, StudiVZ (German), iWiW (Hungary), Skyrock, The Sphere (French), Tuenti (Spain), Hyves (The Netherlands), Nasza-Klasa (Poland), VKontakte (Russia), Draugiem.lv (Latvia), ...

• Asia – Cyworld (Korea), Mixi (Japan), renren, weibo (PRC), Wretch (Taiwan), ...

[Achtung: 2013 List]

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Social Networks – Monthly Active Users – Jan 2013

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http://www.businessinsider.com.au/

the-worlds-largest-social-networks-2013-12

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Social NetworksMonthly Active Users

(MAUs)October 2013

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Social NetworksMonthly Active

UsersJan 2015

http://www.statista.com/statistics/272014/

global-social-networks-ranked-

by-number-of-users/

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Social Networking ServiceConventional Definition

• A web-site, probably requiring login

• Supports existing social networksand/or builds new social networks

• Person-centric not group-centric• Core Features

• Personal Profile• Text Postings• Other-Media Postings• Messaging

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Social MediaMy Definition

An application or servicethat is perceived by its usersto support them in relation to:

• Interaction with other people

• Broadcast to other people• Sharing with other people

http://www.rogerclarke.com/II/COSM-1402.html#SMD

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Functions of Social Media

Interaction

Broadcast

Collaborationor

Sharing

few1

many1

1 1

Content

Indicator

Gaming

many1

OR(Closed)

(Open)

(Semi-Open or Open)

http://www.rogerclarke.com/II/COSM-1402.html#SMD

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Functions of Social Media

Interaction

Broadcast

Collaborationor

Sharing

few1

many1

1 1

Content

Indicator

Gaming

many1

OR(Closed)

(Open)

(Semi-Open or Open)

Email / Chat-IM / Skype Messaging / ...

Web-Pages'Walled-garden' 'wall-

postings'Flickr, YouTube, ...Wikis, ..., Twitter?

Dis/Approval'Like', '+1', ... Twitter?

Second Life

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Currently-Available Social Media Genres

1-with-1/Few INTERACTION Tools• networked text email (asynchronous)• networked text chat / IM (synchronous)• SMS / texting from mobile phones• email-attachments, any format (asynch)• voice:

• over Internet (VoIP, Skype) (synch)• tele-conferencing (VoIP, Skype) (synch)• videophone (Skype Video) (synch)• video-conferencing (Skype Video)

(synch)

1-to-Many BROADCAST Tools• bulletin boards systems (BBS)• Usenet / netnews • email lists• web-pages• indexes (Lycos, Altavista, Google, Bing)• blogs (WordPress, Blogspot)• micro-blogs (Twitter, Tumblr)• glogs – wearable wireless webcams,

cyborg-logs, retro-nymed as 'graphical blogs'

• 'content communities', e.g. for images (deviantArt,

Flickr and Picasa), for videos (YouTube), for slide-sets (Slideshare)

• closed / 'walled-garden' 'wall-postings' within SNS

(Plaxo, MySpace, LinkedIn, Xing, Reddit, Facebook, Google+)

1-with-Many SHARING Tools• Content Collaboration

• wikis (Wikipedia)• social news sites (Slashdot, Newsvine)• online office apps (Zoho, Google Docs, MS Live)

• Indicator-Sharing• 'social bookmarking' (Delicious)• dis/approvals (Digg's dig & bury, Reddit's up &

down, StumbleUpon's thumbs-up & thumbs-down,

Facebook's Like button, Google+'s +1 button)• Multi-Player Networked Gaming

• text-based MUDDs• social gaming sites (Friendster)• Massively Multiplayer Online Games (MMOGs),

esp. Role-Playing Games (MMORPGs), e.g. World of Warcraft

• online virtual worlds (Second Life)

Version of Feb 2013. Add in Instagram, Pinterest, ...

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Social Media’s Business Model• 'There must be a way to monetise this somehow'• 'You will find something interesting here'

is a self-fulfilling prophecy, because people can be enticed to contribute 'something interesting'

• Contributors, and the people who come after them, can be enticed to click on targeted advertisements

• Targeting is based on:• profile-data that users supply about themselves• content that they have donated• their online behaviour while using the service• their online behaviour more generally• data that other people contribute about the user

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A Catalogue of Social Media Privacy Concerns

1 Privacy-Abusive Data Collection

2 Privacy-Abusive Service-Provider Rights

3 Privacy-Abusive Functionality and User Interfaces

4 Privacy-Abusive Data Exploitation

Source: Reviews of Media Reports 2005-11

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1. Privacy-Abusive Data Collection

Collection of User Data • Users' online behaviour with and via the

service• Users' online behaviour, even when not

using it• From third parties

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1. Privacy-Abusive Data Collection

Collection of User Data • Users' online behaviour with and via the

service• Users' online behaviour, even when not

using it• From third parties

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2. Privacy-Abusive Service-Provider Rights

Avoidance of Consumer Protection and Privacy Laws

• Location of storage and processing in data havens

• Location of contract-jurisdiction distant from users

• Ignoring of regulatory and oversight agencies• Intransigence, and negotiation of mere

nuisance-value fines and nominal undertakings

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3 Privacy-Abusive Functionality, User Interfaces

Privacy-Related Settings• Non-conservative default settings• Inadequate granularity• Failure to group into Profiles• Complex and unhelpful user interfaces• Changes to the effects of settings, without advance

notice, without any notice and/or without consent'Real Names' Policies• Denial of multiple identities• Denial of anonymity• Denial of pseudonymity• Enforced publication of 'real name', profile data

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4. Privacy-Abusive Data Exploitation

Exposure of Data about Other People• Upload of users' address-books, including:

• Their contact-points• Comments about them• By implication, their social networks

• Exploitation of non-users' interactions with users

• Disclosure of non-users' social networks

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Location – from Added-Extra to Intrinsic

• Physical Address / Geo-Location• Knowledge of the cell that a mobile-phone is in,

is intrinsic to the service’s operation• More precise geo-location is increasingly feasible• Location is becoming readily available to the device• Location is being acquired by service-providers

• Location-based services can be valuable to users• A primary use is in consumer marketing• For most current-round SMS, location is an extra• For the coming round, Geo-Location is

intrinsic• Privacy sensitivity about Social Media is

leaping

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COMP 2410 – Networked Information Systems

IC3 – Web 2.0 and Social Media

Roger ClarkeXamax Consultancy, Canberra

Visiting Professor, A.N.U. and U.N.S.W.

http://www.rogerclarke.com/II/NIS2410.html#L3http://www.rogerclarke.com/II/NIS2410-3 {.ppt, .pdf}

ANU RSCS, 19 March 2015