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The Rise of Social Networking Changing the Web As We Know It AFP/POST TODAY AFP/POST The rise of social networking Changing the web as we know it Historically, it used to be enough to have an online transforming online user behaviour in terms of users’ presence on the Internet for the one-way broadcast- initial entry point, search, browsing and purchasing ing and dissemination of information. Today, social behaviour. Some experts suggest that social media networks such as Facebook and Twitter are driving will become the Internet’s new search function — new forms of social interaction, dialogue, exchange predicting that people will spend less time navigat- and collaboration. Social networking sites (referred ing the Internet independently and instead search for to more broadly as social media) enable users to information or make decisions based on “word-of- swap ideas, to post updates and comments, or mouth” recommendations from their friends, the so- to participate in activities and events, while shar- called “friend-casting”. In the process, social media ing their wider interests. From general chit-chat to are changing users’ expectations of privacy, accept- propagating breaking news, from scheduling a date able online behaviour and etiquette — fast. to following election results or coordinating disaster Morgan Stanley estimates that there were about response, from gentle humour to serious research, 830 million “unique” users of social networks world- social networks are now used for a host of different wide at the end of 2009. Based on a total Internet reasons by various user communities. user population of 1.7 billion at the end of 2009, Social networking services are not just bringing according to ITU’s World Telecommunication/ICT Internet users into fast-fl owing online conversations Development Report 2010, this suggests that around — social media are helping people to follow breaking half of all Internet users could currently be using social news, keep up with friends or colleagues, contrib- media applications. Current estimates of the number ute to online debates or learn from others. They are of social media users vary signifi cantly, partly due to ITU News 6 | 2010 July | August 2010 35 The rise of social networking diffi culties defi ning and categorizing sites and appli- VKontakte in the Russian Federation, and Cyworld cations as “social networks”, but also due to margins in the Republic of Korea. There are also numerous of error in estimating the number of “unique” users smaller social networks that appeal to specifi c inter- (since users of one social network are more likely to ests, such as ResearchGATE, which connects scien- use several other social networking services as well). tists and researchers, or to languages or nationalities Many social network users access these services (for example, the Polish Nasza-klasa.pl service with over their mobile phones. According to ITU’s re- 11 million users or Tuenti in Spain, with 4.5 million port Measuring the Information Society 2010, mo- users). bile broadband subscriptions reached an estimated Given that online content and traffi c volumes are 640 million at the end of 2009, driven by growing increasingly interlinked with the pipes over which demand for smartphones, new applications and so- they are carried, it is vital to understand the demands cial networking services, and are set to exceed 1 bil- that the evolution of social networks will make on lion this year. The market research fi rm eMarketer underlying information and communication technol- projects that just over 600 million people will use ogy (ICT) infrastructure. First and foremost, social their phones to tap into social networks by 2013, media are resulting in a huge explosion in demand compared with 140 million in 2009. Facebook passed for capacity in both fi xed and wireless infrastructure. the historic milestone of 500 million users on 21 July Real-time connectivity is required, to ensure that sta- 2010 — if Facebook were a country, it would be the tus updates can be accessed and distributed instantly third most populous nation in the world after China across networks. Geolocalization raises important and India. technical challenges in pinpointing, publishing and Figure 1 shows how many users are drawn to disseminating users’ location in space as well as time, some popular social networks in early 2010. Twitter as well as questions over personal security. enables its members to post or send short (140-char- acter) messages called “tweets”, whereby users can broadcast what they are doing or thinking to the world, to closed “list” groups or to other individual Twitterers. Its original question (“What are you do- ing?”) has been reinterpreted as: “What do you fi nd interesting or funny?”, “What do you think?” AFP/Photononstop or “Please help spread the word!” (or sometimes all three together). MySpace concentrates on music and entertainment, while LinkedIn targets career-minded professionals. Orkut, a service owned by Google, is used mainly in India and Brazil, while in China, Qzone is reportedly one of the largest social networking sites with over 380 million registered accounts now. Other community sites include Skyrock in France, 36 ITU News 6 | 2010 July | August 2010 The rise of social networking Figure 1 — Twenty most popular social networking websites (according to Wikipedia), May 2010 500 450 400 Facebook 350 300 Qzone 250 Habbo 200 MySpace 150 Windows.Live Twitter Orkut 100 Registered users in millions Registered Friendster hi5 50 Vkontakte Tagged Badoo LinkedIn 0 Flixster Netlog MyLife Classmates Odnoklassniki Bebo Flikr Source: Wikipedia List of Social Networks, at: http://en.wikipedia.org/wiki/List_of_social_networking_websites. Current as of May 2010. Note: Omits eBay, YouTube and Wikipedia itself and dating services. At the WSIS Forum in May 2010 in Geneva, co- Who are your friends? organized by ITU, the United Nations Educational, In the information economy, Pete Cashmore, edi- Scientifi c and Cultural Organization (UNESCO) tor of Mashable (a key information portal for social and the United Nations Conference on Trade and media services), suggests that your friends may be- Development (UNCTAD), a high-level debate on come content curators for your consumption, fi lter- “Social Networking” was held, which triggered lively ing information such as movies, books and television discussions on political and social implications of so- shows and making recommendations for your leisure cial networking for knowledge societies. The debate, time online. He cites Facebook’s Connect programme jointly by UNESCO and ITU, brought together repre- as one early example of this. Facebook’s most recent sentatives of government, legislators, policy-makers, changes to personalize the web will see emoticons industry, civil society and users to exchange views on and friends’ avatars popping up all over users’ brows- the opportunities and threats of these tools for the ing. The content of sites can be tailored to readers’ future (see pages 13–14). preferences, as defi ned by the preferences of their social networks. ITU News 6 | 2010 July | August 2010 37 AFP/DDP There will be a move from current personalized era of social context”, sites will start to recognize advertising (based on cookies and websites you have personal identities and social relationships to deliver browsed recently) to personalized web content, with customized online experiences. One simple example search results ranked according to your online profi le, of such a customized online experience is Facebook preferred language, profession or interests, as well as and LinkedIn’s ability to propose possible new friends the preferences of your online social networks — the and contacts. web you see may be shaped by the web your friends like. The risk? Far from being a leveller of content and Internet traffi c opening people’s eyes to the broader online world, The Internet transports roughly 10 billion giga- Internet users’ world-view may in fact be restricted bytes of data a month — a fi gure that some observ- and constrained by “fi lter bubbles” whereby they link ers expect to quadruple by 2012. The market and with similar communities of like-minded individuals advertising research company Nielsen estimates that sharing a similar outlook. Conversely, your activities the average time spent on social networks grew and preferences could in turn infl uence your friends’ from three hours in December 2008 to fi ve and a half surfi ng behaviour. Surfi ng online will no longer be a hours in December 2009, based on a survey of social question of browsing the same sites as everyone else media use in ten countries. Half of all mobile data use in a vast online library of resources — the sites you in the United Kingdom is accounted for by Facebook, see may be predetermined or preselected to suit your so social media look set to continue driving future tastes in advance. growth in traffi c, with video-streaming applications The future social web may see users driving in- (such as YouTube) expected to account for a large novation and development in new applications. proportion of that traffi c. According to Forrester, a technology and market Over the past seven years, Internet data traffi c research company, social networks could become has grown by a factor of 56, driven partly by people more powerful in building brands and relationships uploading more data. On average, people uploaded than corporate websites and customer relationship fi fteen times more data in 2009 than they did just management systems. In what Forrester calls “the three years previously. Cisco projects that global 38 ITU News 6 | 2010 July | August 2010 The rise of social networking mobile data traffi c will grow by sixty-six times from Facebook is estimated to account for as much as 2008 to 2013, with video forecast to account for 25 per cent of all web traffi c (taking into account around 64 per cent of all global mobile data traffi c posted video).
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