Copyright 2013-15 1 COMP 2410 – Networked Information Systems IC3 – Web 2.0 and Social Media Roger Clarke Xamax Consultancy, Canberra Visiting Professor, A.N.U. and U.N.S.W. http://www.rogerclarke.com/II/NIS2410.html#L3 http://www.rogerclarke.com/II/NIS2410-3 {.ppt, .pdf} ANU RSCS, 19 March 2015
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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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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
are needed to see this picture.
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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
• 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)
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