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 passiveEmails

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 profilesFalse details

User-Generated ContentAlso 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)

3rd 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: 3rd 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?iref=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