Web 2.0:
Trends and Controversy in User Created
Content and Social networking.

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Web 2.0
Social Networking
 Major Players
 Trends
 Facebook
 Controversies
User-Generated Content
 Major Players
 Trends
 Controversies
References

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.

 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)
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Facebook (2004-05)
Yahoo! 360 ° (2005)

 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

 Sharing : from active to passive
 Emails
 High social activation energy
 Share less
 Separating access to content from notification
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Sender publishes
Receiver’s choice
 Share more
 Sites like Facebook, Flickr

 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

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OpenSocial
 Over 200 Social Networks
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One profile
Associated “social graph”
Recent Standards
 OpenID for identity
 OAuth for API authorization
 OpenSocial for building crosssite apps

 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

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History
 Harvard University
 The Facebook
 Facebook
Features
 Wall
 Status
 Photos
 Videos
 News Feed
 Chat
 Notes
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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

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Facebook’s Advertising Initiative
 Backlash from privacy advocates and users
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Users’ privacy concerns

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Change in Facebook’s content ownership policy
 Privacy concerns
 Site users risk losing control of personal information
 Careful on what to post online

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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

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
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Video & Image sharing
Discussion Boards & Wikis
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Social Networking
News Sites
E-Commerce Rating and Product Discussion

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

Gartner Hype Cycle

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.
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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.

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).

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:
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President Obama’s 2008 Election Campaign
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Movie and Product Facebook Groups
MySpace’s Music Referral Service

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:
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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.

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)

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.

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.
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Safe Harbor Provision
Takedown notices
Burden of Proof
Content Creators and the DMCA
 Definition of Fair Use
 Response to Takedown

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 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

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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-toconcerns-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-generatedcontent-sites-io-g EFF Required Reading: Veoh vs. IoGroup