Clayton Badeaux and Pooja Bhandari

longtermagonizingInternet and Web Development

Dec 13, 2013 (3 years and 8 months ago)

75 views


Web 2.0:

Trends and Controversy in User Created
Content and Social networking.

Clayton Badeaux

Pooja Bhandari

Agenda


Web 2.0


Social Networking



Major Players



Trends



Facebook



Controversies


User
-
Generated Content



Major Players



Trends



Controversies


References

“Web 2.0
is the business revolution in the computer
industry caused by the move to the Internet as a platform,
and an attempt to understand the rules for success on
that new platform”


Tim O’Reilly, Web 2.0 Conference 2004.


Technology


Web 2.0 uses AJAX, XML, RSS, and other technologies
to create features of Searching, Linking, Authoring, Tags,
Extensions and Signals.


Philosophy


Web 2.0 provides a “network as a platform” philosophy
that encourages an architecture of participation.


Social Networking


What is Social Networking?


History


Theglobe.com (1994)


Classmates.com

(1995)


SixDegrees.com

(1997)


Trust
-
Based, Friendship
-
Based models (1999)


Friendster, MySpace, Bebo (2002
-
04)


Facebook (2004
-
05)


Yahoo! 360
°

(2005)

Trends




Joe Kraus, Google's director of product
management



Discovery
: from solitary to social


Putting a status message


Waiting for people to chime in to help you


Google’s initiative in social search





Trends Contd..


Sharing
: from active to passive


Emails


High social activation energy


Share less


Separating access to content from notification


Sender publishes


Receiver’s choice


Share more


Sites like Facebook, Flickr

Trends Contd..


Social
: from site to web
-
wide


“Do” at a site


User Generated Content


Hubs of activity


Identity Fragmented


How to be “more social”?


Google Friend Connect



Trends Contd.


OpenSocial


Over 200 Social Networks


One profile


Associated “social graph”


Recent Standards


OpenID

for identity


OAuth

for API authorization


OpenSocial

for building cross
-
site apps

Trends contd..


Aka
-
aki


Members know when they're near one another


GPS technology (Bluetooth) in cell phones


Diary of encounters


Google's newly launched Android cell phone


Life360, a location
-
based system


Commandro, a social networking application

Facebook


History


Harvard University


The Facebook


Facebook



Features


Wall


Status


Photos


Videos


News Feed


Chat


Notes


Figures


150 million users


15 million users update their
status daily


850 million photos added per
month


120 friends per user on
average


Key Roles Played


Barack Obama presidential
campaign




Controversies


Facebook’s Advertising Initiative


Backlash from privacy advocates and
users


Users’ privacy concerns


Controversies


Change in Facebook’s content ownership
policy


Privacy concerns


Site users risk losing control of personal
information


Careful on what to post online


Controversies


Enterprises scrutinize social networking
sites to vet job applicants


Violation of enterprise’s antidiscrimination
policies


Information on social networking sites may
not be verifiable


Bogus profiles


False details

User
-
Generated Content

Also known as “Conversational Media”, UGC is a key
characteristic of Web 2.0, and the audience is prevailing
today with accessible media, tools, and applications.


Examples of UGC:


Blogs


Video & Image sharing


Discussion Boards & Wikis


Social Networking


News Sites


E
-
Commerce Rating and Product Discussion

Trends in User Generated Content

Several

business

trends

have

appeared

regarding

UGC,

related

to

both

marketing

and

sales,

and

product

support

and

services
.

We

will

address

each

trend

separately,

but

they

are

often

integrated

in

their

execution
.



Gartner Hype Cycle


Changing Business Models


Targeted Advertising


Viral Marketing



Trends:
Gartner Hype Cycle

Trends:
Changing Business Models

Business

models

should

take

account

the

impact

of

the

web

in

all

key

business

processes
.

Taking

into

account

collective

intelligence,

networking,

and

cloud

computing

all

effect

the

effectiveness

of

business

models
.

While

Web

2
.
0

emphasizes

the

consumer

facing

web,

the

business
-
to
-
business

impact

is

increasing
.




Emphasis of web
-
centric management of divisional manufacturing,
procurement and global micro
-
business.



Software as a service, cloud computing, and Web platform
capabilities reinforce outsourcing and focus on core competency.


Community collaboration and network based intelligence are driving
business innovation, such as the viral dissemination of information
through committed communities of web users.

Trends:
Targeted Advertising

Targeted Advertising functions by conveying
advertising appropriate to the subject of the
content.


Examples include:


Google search and application advertising


Amazon recommendations


Forum/review content advertisements


(such as gaming advertisements on gaming review websites).

Trends:
Viral Marketing

Viral

marketing

uses

social

networking

and

word

of

mouth

advertising

to

create

market

demand

for

a

product

or

service
.

This

is

also

called

“grassroots”

marketing,

and

has

been

made

easier

by

the

growth

of

social

networking

sites

such

as

MySpace,

Twitter,

and

Facebook
.


Examples:


President Obama’s 2008 Election Campaign


Movie and Product Facebook Groups


MySpace’s Music Referral Service


Controversy:
Business Integration

Business

integration

of

user

generated

content

has

been

difficult

and

controversial

for

traditional

business
.

The

Gartner

group

has

identified

the

following

key

points

to

successful

integration
:



Do not dismiss social software as a productivity plague.


Understand the risk and benefits of user generated content systems
in your business processes and enterprises.


Assess the unique challenges facing UGC in the enterprise, and . . .


Prepare a strategy for introduction and integration of these new
systems and technologies.

Controversy:
Copyright

Copyright

of

user

generated

works

has

continued

to

be

controversial
.

Sites

including

Facebook,

TurnItIn
.
com,

YouTube,

and

Digg

have

all

faced

legal

threat

or

action

regarding

the

copyright

of

content

uploaded

by

users
.



User vs. Website


TUSD vs. TurnItIn.com (2006)


Facebook TOS revision (2/15/2009)


3
rd

Party Content Owner vs. Website


DMCA Violations (YouTube, Veoh, others)

Controversy:
Copyright User vs. Website

Federal

courts

dismissed

one

of

the

current

lawsuits

vs
.

TurItIn
.
com

saying

that

despite

the

archiving

of

a

students

complete

work

in

their

database

it

was

used

in

a

“transformational

system”

which

prevented

the

students

copyright

from

being

violated
.



Facebook’s

revised

Terms

of

Service

never

reached

a

court,

as

the

backlash

from

their

user

base

was

so

extreme

that

the

changes

were

reverted

within

a

few

days

to

a

previous

version

pending

a

new

more

community

friendly

revision

being

authored
.


Controversy:

3
rd

Party vs. Site Owners

The Digital Millennium Copyright Act (DMCA) has been a
source of conflict and frustration since it was signed into
law.


Safe Harbor Provision


Takedown notices


Burden of Proof


Content Creators and the DMCA


Definition of Fair Use


Response to Takedown

References


http://en.wikipedia.org/wiki/Social_networking



Google's view: Three trends in social networking,

http://news.cnet.com/8301
-
17939_109
-
9970053
-
2.html



http://www.opensocial.org/



Yahoo, Google, MySpace form nonprofit OpenSocial Foundation,

http://news.cnet.com/8301
-
13577_3
-
9902585
-
36.html



Social networking site to use state of the art technology,

http://www.cnn.com/2009/TECH/02/03/myspace.sex.offenders/index.html?ir
ef=newssearch


Future of social networking collaboration, German company aka
-
aki's
mission,

http://www.cnn.com/2008/TECH/science/09/26/social.networking/index.html
?iref=newssearch


Gartner Report, Facebook's Advertising Initiative Gambles on
Weathering Backlash


Expert: Social networkers risk 'losing control' of privacy,
http://www.cnn.com/2009/TECH/02/18/facebook.privacy/index.html


References Cont’d


Gartner Report
ID Number: G00154464:
How Web Business Models Are
Increasing Their Impact in the Web 2.0 Era; Charles Abrams


Gartner Report
ID Number: G00158479: Hype Cycle for Content
management 2008


Gartner Report:
ID Number: G00154985: Five Major Challenges
Organizations Face Regarding Social Software


http://en.wikipedia.org/wiki/User
-
generated_content: Wikipedia; User
generated Content.


http://www.insidefacebook.com/2009/02/16/zuckerberg
-
responds
-
to
-
concerns
-
about
-
facebooks
-
updated
-
terms
-
of
-
service/

Zuckenberg’s
response about Facebooks Terms of use Changes.


http://www.eff.org/deeplinks/2008/08/required
-
reading
-
user
-
generated
-
content
-
sites
-
io
-
g

EFF Required Reading: Veoh vs. IoGroup