1st part of a 2 part series on Internet life

1. Social Media
01999013
New Age
Information Management
in Everyday Life

2. On-line life...
...is real life.

3. Outline
●
Social Networks
– What are social networks? Good/Bad/Danger
– Economics of large Internet corporations
– Information dissipation
– Issues
●
On-line marketing and privacy
●
Echo chamber
●
Fake news
●
Addiction

4. Web 1.0 (in the 90's)
ConsumeConsume
ConsumeConsume
ConsumeConsume
Content
Content
Content
Content
Content
Content
Content
Conte
nt

5. Web 2.0 (In the 00's)
Conte
nt
Conte
nt
ContentContent
contentcontent
contentcontent
contentcontent
contentcontent
contentcontent
contentcontent
contentcontent
contentcontent
contentcontent
contentcontent
contentcontent
contentcontent
contentcontent
contentcontent

6. Trends
Centralized Distributed
absolute relative
Credibility from
authority
Credibility from
community

7. How about 2018?

8. Social networks
●
What are social networks?
CC-BY: Source: https://www.flickr.com/photos/86530412@N02/7975205041
credit to: http://www.ccpixs.com/

9. Six degree of separation
●
The small-world experiment of Stanley Milgram
– https://en.wikipedia.org/wiki/Small-
world_experiment

10. Issues in social networks
●
Communication and interaction
●
Identity and credibility
●
Community
●
Idea and innovation propagation
●
Network economy
●
Social psychology

11. Social network websites
●
What are they?

12. Evolution of Facebook
●
https://www.dailydot.com/debug/old-facebook-
profiles-news-feeds/
Source: http://guestofaguest.com/wp-content/uploads/2010/08/firefoxscreensnapz556.jpg

13. Key features
●
Profiles
●
Connections
●
Updates/shares

14. Profiles
●
Identity building

15. Connections: Friend
Social networks
make
"connections"
visible

16. Friends of friends of friends of
friends

17. Other connections
Source: (twitter) https://en.wikipedia.org/wiki/File:Twitter_bird_logo_2012.svg (fair use)
(linkedin) https://brand.linkedin.com/visual-identity/logo
(pinterest) https://business.pinterest.com/en/brand-guidelines
(storylog) from its website

18. Social media
●
What are they?
– Technologies and services that provide sharing of ideas,
beliefs, information, and opinion in social networks
●
Number of users in 2017 (wikipedia[1])
– Facebook: 1,960,000,000 users
– WhatsApp: 1,200,000,000 users
– YouTube: 1,000,000,000 users
– Facebook Messenger: 1,000,000,000 users
– WeChat: 889,000,000 users
– QQ: 868,000,000 users
– Instagram: 600,000,000 users
[1] https://en.wikipedia.org/wiki/Social_media#Global_usage

19. Economy of the Internet
●
Microsoft sales software (and hardware)
●
Apple sales hardware (and experience?)
●
Retail shops sale goods and products
●
How about Google and Facebook?

20. Main revenues
●
Majority of revenues of Facebook and Google
are from advertisement
– Google (almost 90%):
https://www.statista.com/statistics/266249/advertisin
g-revenue-of-google/
https://www.statista.com/statistics/266206/googles-
annual-global-revenue/
– Facebook (> 90%):
https://www.statista.com/statistics/277963/facebook
s-quarterly-global-revenue-by-segment/

21. You are...
●
If you are not a paying customer...
●
Then you are the product of a company
$$$$$

22. The fight for attention
●
NetFlix (a streaming company) said that its
competitor is sleep.

23. Information propagation
●
See example

24. Topics related to information
propagation
●
Online Marketing
●
Echo chamber
●
Fake news
●
Addiction

25. On-line marketing
●
Brands would like to reach new and old
customers
●
Using on-line tools, they can
– target on-line users searching for their products
– target on-line users based on locations, interests,
activity traces

26. Big Internet companies follow you at
every step
●
You browse for shops in an on-line shop.
●
They re-appear in your Facebook feed or ads.

27. What does Facebook know about
you?
●
Go to https://www.facebook.com/ads/preferences

28. How big companies learn about
you?
●
You actually give them your data
– Directly
– Indirectly
●
Your email
●
Your messages
●
Your photo
●
Your likes
●
Your connections and friends
●
Other indirect means (that you might not know)
– Browser trackers

29. Trackers

30. Trackers in your home
Source: BY-SA by NDB Photos https://www.flickr.com/people/142305740@N05
https://commons.wikimedia.org/wiki/File:Google_Home_sitting_on_table.jpg
Amazon Echo: https://www.amazon.com/Amazon-Echo-And-Alexa-Devices/b?
ie=UTF8&node=9818047011

31. Information echo chamber

32. Selective publics
blah blah
blah
blah blah...
LIKE

33. Selective publics
blah blah
blah
blah blah...
LIKE

34. Facebook: it is probably not true
Source: https://research.fb.com/exposure-to-diverse-information-on-facebook-2/

35. Why echo chamber is bad?
●
You may have incorrect view of the world
– The one that biases towards what you currently
believe
– Also without echo chamber, it is already hard to
change your mind (cognitive dissonance)
– You may then make wrong decisions
●
Echo chamber may lead to groupthink

36. Fake news
●
What are fake news?
●
How can we identify
fake news

37. Fake News
CC-A: Source:
https://www.ifla.org/publications/node/11174

38. Addiction
●
Are you addicted to social media or
technology?
●
Is addiction real? Is it bad?

39. Evolutionary reason
●
In the past, to survive, our brain was trained to pay
attention to our environment. It craves on stimulus and
awards.
BY-SA-4.0: by Rahulsharma photography
Source: https://commons.wikimedia.org/wiki/File:Royal_Bengal_Tiger_at_Kanha_National_Park.jpg

40. Sharing get much easier
click
click
click
swipe

41. With constant feedback and nudges
●
You post something.
– You then see
instantly numbers
of Likes and Shares
increasing.
– You want to post
more.
●
These sites try very
hard to nudge you
to post and share.
10

42. Techniques to give you dopamine
dose
●
Notification
●
Number of Likes, Views, Shares
●
Recommendation (in YouTube)
●
Comments
●
Streaks (in snapchat)
●
Internet Meme
●
Clickbait

43. Social media: good impacts
●
What are they?

44. Social media:
problems/issues/misuses
●
Can you give a few examples?

45. Other issues
●
Inequality – Inequality of access, Digital divide
●
Credibility
●
Real life engagement problem
●
Ownership
●
Privacy
●
Spamming
●
Trolling
●
Online bullying