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Despite Issues Such As Privacy and Cyber-Stalking and Grey Areas Such As Implementation of Penal Provisions, Social Networking C

Despite Issues Such As Privacy and Cyber-Stalking and Grey Areas Such As Implementation of Penal Provisions, Social Networking C

Despite issues such as Story and cyber-stalking and grey areas such as implementation of penal provisions, social networking continues to straddle the world Cover stage like a colossus. It has brought into its fold new friends, new connections and new networks all of which promise to change social interactions like never before.

Every morning, I wake up with a hope; that nature would smile, the birds would sing; ARPIT JAIN SINGHAI that my account would have comments; and my would ring!!!

friends in touch, allowed closer interactions postman to convey our thoughts to a distant with distant relatives, spawned professional someone. With the speeds of Mbps blazing networks and even given a new dimension the social networking sites, we are on the to marketing and . Social networking screen of any computer worldwide. AMOUS naturalist and the theorist of sites have today ushered in a totally unique It was Professor J.A. Barnes of Churchill FOrigin of Species, Charles Darwin once kind of social interaction. College, Cambridge who first coined the remarked, “In the long history of humankind But, in doing so, these platforms have term “Social Networking” in the 1950s. He those who learned to collaborate and also bared their sinister side – spreading defined it as “an association of people improvise most effectively have prevailed.” unfounded rumours, helping criminals drawn together by family, work or hobby”. And so it is in recent times that we find snare innocent users and trap gullible This term now largely refers to the - humankind pioneering social networking youngsters. There have also been instances based networking websites that enable its sites that have made their presence felt like concerning wrongful penal censure of users to share their thoughts, pictures, videos never before. users as happened recently in the case of etc. This fast evolving culture of Social They have brought about revolutions, a Mumbai girl. Hopefully, as the technology Networking has permanently altered the overthrowing governments. They have “evolves”, we will find a more mature progression of the Internet in particular and spawned spontaneous protests against audience in the Internet-based social society at large. corruption and crime and other issues that arena. A recent report by Forbes exercise the of common citizens. At Today, in the 21st century, we do magazine (http://www.forbes.com/sites/ a personal level, they have brought long-lost not need a pen, paper and a grand old ilyapozin/2012/06/26/the-rise-of-social- SCIENCE REPORTER, FEBRUARY 2013 8 Cover Story

The world has now become a global society with acting as a bridge for sharing sentiments. Although issues such as privacy and cyber- stalking seem to affect its largely positive reputation, the usefulness of social networking easily dwarfs the fears surrounding its worthiness. enterprise/) claims that newer social screen, while today a webpage loaded influenced in favour of advertisers. According networking websites are posing serious with tons of graphics would take a few to the report, companies are advertising challenges to the older ones. It has ranked milliseconds to mark its presence. on social networking site Facebook for content sharing interest-based site “” Keeping aside the competition, the four main reasons: Awareness, Audience above “Facebook” and “+”. While user base of every social networking site is Growth, Conversion and Engagement. Facebook happens to be six years old, expanding. The recent $10 Billion public issue Brand awareness has always been “Google+” just celebrated its first birth of ‘Facebook’ tells us how hot and serious a major focus area of advertisers and has anniversary and its parent site “” is into business social networking has become. been done through public campaigns, TV its eighth year. As fate would have it, these And it has thrown social networking into the ads etc. Audience growth is another part companies are already facing generational hands of social marketers and advertisers. of brand awareness. Companies feel good threat from newbies such as “Yelp” (www. A large part of the content on these sites when more people talk about their product. yelp.com), ”Qzone” and “Pinterest” (www. is now being sponsored by multinational Conversion and Engagement are pinterest.com). companies; “recommendation” instead of smaller pieces of the advertising strategy. Social networking sites have a “advertisement” is being used as a tool to Such engagements through social significant regional influence. “Facebook” affect consumer choice. networking sites have helped companies (www.facebook.com) is popular in USA, Research by a social media education penetrate the mind of net-aware consumers. while “” (www.weibo.com) company “Socialfresh” (www.socialfresh. Now, advertisements on our computers are and “” (www.renren.com) are the com) presents interesting insight into the being largely targeted according to our dragon kings of China. “Orkut” (www.orkut. methods that let the minds of users to be wall posts, likes, photographs and videos com) is the favourite of Brazilians while Social posted online. Another mechanism works the Japanese are happy with “” (www. by targeting ads based on your friend mixi.jp). Indians too prefer “Orkut” while Networking list, location and age. A report (http:// Europeans cling to “Badoo” (www.badoo. is rightfully www.jwtintelligence.com/2011/07/social- com). Video sharing site “Youtube” (www. compelling commerce/) by marketing communications .com) and photo sharing site agency ‘JW Intelligence’ points out “smart “Picassa” (picasaweb.google.com) offer youths marketers are fine-tuning their strategies a content sharing functionality to social to adopt and consumer attitudes and behaviours media. technology are evolving.” If your friend likes something The dynamism of social networking and you quite often comment on his/her is being fuelled mainly by rapid growth in in Internet deficient rural India, page, then there are high chances that the three sectors – first, software programming which, in turn, is propelling the ads seen by him will appear on your page especially “user interface/experience”; nation towards a faster of too. second, communication networks and Social networking sites have been third, advanced microprocessors. In 2002, industrial growth by induction complimentary revenue sources for online a simple text-based webpage would take of newer insights and fresh shopping websites. The retail brands are almost 1-2 seconds to appear on the user’s methodologies. smartly using social networking for directly 9 SCIENCE REPORTER, FEBRUARY 2013 Cover Story

Social networking is also enabling the masses to raise issues that earlier used to be buried due to fear of administrative backlash.

reaching out to the customers for socially interactive sales, giving them a foothold in the intensely competitive marketplace (http://www.guardian.co.uk/media-network/ media-network-/2012/jul/25/social- retailing). Since the early days of the Internet there were attempts to capitalize on the user data for customization of advertisements, but such attempts were blocked by government regulations. With social networking sites, the job of consumer data hungry advertisers has become easy. According to Wikipedia, “Social media Because, when you open an account with optimization is becoming increasingly a social networking site such as Facebook, you expressly consent to its “data usage important for search engine policy”. For example, the data usage policy optimization. of Facebook clearly says that they collect every grain of data when you visit the site. Cookie data and data like your “search”, “profile visited by you”, “time and date of photographs” etc. is also collected by the company. Other social networking websites work in a similar fashion. And how is this data used? The Facebook data use policy says, “It is used to measure or understand the effectiveness of ads you and others see, including to deliver relevant ads to you” (http://www.facebook.com/policy.php & http://www.facebook.com/help/cookies/). Many social scientists believe that behavioral advertising is “invasion of privacy” and seriously manipulates human brain. It is being said that compared to TV and radio ads which are blindly targeted at consumers, such advertisements are causing behavioral changes in consumers. Instead of going by their own instinct, people are increasingly depending on online campaigns to make their choices. Privacy advocates and organizations such as have compared this to eavesdropping on telephonic calls where a third person is listening to your calls and based on what people are talking, she/ he is preparing a list of items that could be sold. In a recent development, US Federal Trade Commission (FTC) has made it a top priority to protect consumer privacy online (http://mikeyounglaw.com/behavioral- targeting-ftc-to-crack-down-on-internet- ads-that-invade-privacy/). SCIENCE REPORTER, FEBRUARY 2013 10 Cover Story

The social media landscape today is vast and varied

Celebrities, especially from film business, routinely employ Search Engine Optimization (SEO) companies to increase their search ranking. These companies popularize events associated with Courtsy: FredCavazza.net the celebrities.

Social networking has opened doors as a “vote” for that webpage’s quality. marketed through SEO engines on these to new forms of and marketing Thus, search engines can use such votes sites. It has also led to the growth of a companies. Social Media Optimization accordingly to properly rank websites in newer breed of customer relationship (SMO) is the new buzzword. It refers to the search engine results pages. Furthermore, management (CRM) companies such as use of social networks, RSS feeds, since it is more difficult to tip the scales or Lithium (www.lithium.com), (www. etc. to create awareness about a brand influence the search engines in this way, yammer.com) and Salesforce.com that or a product. According to Wikipedia, search engines are putting more stock into work with corporate organizations to form a “Social media optimization is becoming social search (http://en.wikipedia.org/wiki/ social bridge with employees using social increasingly important for search engine Social_media_optimization).]” networking. optimization, as search engines are Celebrities, especially from film Social networking sites have also increasingly utilizing the recommendations business, routinely employ Search Engine created a major base for gaming of users of social networks such as Facebook, Optimization (SEO) companies to increase companies like “Zynga” (www.zynga.com). Twitter, and Google+ to rank pages in the their search ranking. These companies Online social games such as “Farmville”, search engine result pages. The implication popularize events associated with the “MafiaWars” and “Angry Birds” have made is that when a webpage is shared or “liked” celebrities. Many consumer goods their creators billionaires. The annual by a user on a , it counts companies also sponsor online campaigns revenue of Zynga for the year ending 2011 was $1.16 Billion! Social networking sites have a significant Apart from games, thousands of regional influence. “Facebook”(www. online applications (termed “apps”) are hosted on the platform provided by social facebook.com) is popular in USA, while “Sina networking sites like Facebook. Most of Weibo” (www.weibo.com) and “RenRen” these applications rely on advertisements (www.renren.com) are the dragon kings for revenue; some charge their users for of China. “Orkut”(www.orkut.com) is the special privileges. The developers of these apps are mostly school and college goers. favourite of Brazilians while the Japanese are An application market (‘apps marketplace’) happy with “Mixi” (www.mixi.jp). Indians gives them a wonderful place to showcase too prefer “Orkut” while Europeans cling to their talent and opportunity to step into the league of ‘net legends’. Numerous “Badoo” (www.badoo.com). application marketplaces and stores 11 SCIENCE REPORTER, FEBRUARY 2013 Cover Story In 21st century, we do not need a pen, paper and a grand old postman to convey our thoughts to a distant someone. With the speeds of Mbps blazing the social networking sites, we are on the screen of any computer worldwide. specially Google Apps Marketplace (www. Social Networking google.com/enterprise/marketplace), Android Apps Marketplace (www.android. Usage in India in com/apps), Apple iTunes Store (www.apple. April 2012 com/itunes), Nokia Ovi (www.store.ovi.com) and Facebook Apps Market have created tremendous e-commerce with an industry projection of over 60% annual growth rate. In recent times, social networking sites 93% 86% 66% are increasingly being used for political campaigns. Presidential elections in the USA have constantly seen the use of social media as potent tool for propaganda. These websites have become gateways for politicians to reach out to the youths. The sites are also being used by activist groups. Total Through Website In many countries, it has given voice to the Reach Mobile unheard, constant political campaigns through sites such as Twitter and Facebook cafemom.com) and foreign language has led to mass movements, for instance learning site LiveMocha (www.livemocha. the ‘Jasmine Revolution’ in Tunisia and similar com). mobilization in Egypt and Syria. Another form of networking that is In India too, the government is slowly slowly growing is of profession-specific Many consumer goods realizing the potential of this tool and waking networking. Professionals of common fields up to use it for the benefit of citizens. The and similar interests are now using social companies also sponsor Delhi and Mumbai Traffic Police have set networking as a tool for knowledge sharing online campaigns up Facebook pages where one can report and intellectual growth. These networks are traffic offenders, upload images and videos maintaining their integrity through stringent marketed through SEO of violators. District administrations of many identity checks and membership control. engines on these sites. cities have their own FB page through which A site dedicated to professional journalists they connect with people, especially the PRNewswire (www.prnewswire.com) and It has also led to the youth. These websites are also assisting another dedicated to universities World growth of a newer breed security agencies in extracting information Universities Network (www.wun.ac.uk) are on absconding criminals. classic examples of growing influence of of customer relationship The scope of social networking is no social networking. longer limited to sharing views, photographs Social networking media is also management (CRM) and videos, it is now common to see being used for maintaining professional companies. common interest websites like Geezeo connections. “LinkedIn”(www.. (www.geezeo.com), CafeMom (www. com) is a good example of a professional SCIENCE REPORTER, FEBRUARY 2013 12 Cover Story

Launch Dates networking website. The site acts as a bridge of Major Social between various professionals and is routinely In India too, the government Network Sites used by recruiters for short-listing candidates is slowly realizing the for a job profile. It also helps professionals to get recommendations and references. Job potential of this tool and 1997 Six Degrees.com listing sites are also using social networking waking up to use it for to post new vacancies thereby giving job- 1998 Live Journal , the benefit of citizens. seekers more opportunities to compete. AsianAvenue Another form of social networking District administrations that is growing at a very fast rate concerns 1999 Black Planet of many cities have their the dating and matrimonial websites; LunarStorm (SNS relaunch) Jeevansaathi (www.jeevansathi.com) and own FB page through BharatMatrimony (www.bharatmtrimony. 2000 MiGente which they connect with com) are good examples of such sites. Six Degree closes people, especially the youth. Here users create individual profiles that can be seen by other users and also shortlist These websites are also 2001 prospective brides/grooms for marriage. Ryze assisting security agencies Fotolog The Dark Side in extracting information on In contrast to the ways and means by which 2002 absconding criminals. social networking media is phenomenally Skyblog is very useful to learn about the Indian cyber expanding the nomenclature of Couchsurfi ng laws and cyber crimes. e-commerce terminology, there are some Linkedin Nevertheless, ‘social networking’ is areas of concern that have not been expanding its horizon to engulf larger addressed adequately by companies and 2003 MySpace portions of online business. It is bringing governments alike. Tribe.net, people of varied nationalities together and Apart from the privacy concerns Open BC/Xing creating tons of opportunities with a level mentioned earlier, social e-commerce is Last FM playing field in the globalized economy. The causing a major splurge on unnecessary Orkut, Dogster graph of social interaction on web is now and unproductive interests. Social networking tilting towards reputational interaction. sites are also being held responsible for , At the same time, it is rightfully many crimes like cyber-bullying and abuse, aSmallWorld compelling youths to adopt technology in posting and distribution of offensive content, Flickr, Internet deficient rural India, which, in turn, is , , spreading , propelling the nation towards a faster path rumors, Internet scams and ‘unfriending’ Mixi, Facebook (Harvard only) of industrial growth by induction of newer murders. Social networking sites have Dodgeball, insights and fresh methodologies. Social become a safe haven for gender-related Care2 (SNS relaunch) networking is also enabling the masses to offenders and pedophiles. Children are the raise issues that earlier used to be buried most vulnerable to the dangers of social 2004 Catster due to fear of administrative backlash. The media considering their tender age and world has now become a global society desperation of being recognized. Yahoo! 360 with social media acting as a bridge for Social networking is also being held YouTube, sharing sentiments. Although issues such as responsible for rise in relationship wreckage; (SNS relaunch) privacy and cyber-stalking seem to affect many cases of breakups, divorces and Cyworld (China) its largely positive reputation, the usefulness suicides have been reported due to of social networking easily dwarfs the fears the depression and agony caused by 2005 (SNS relaunch) surrounding its worthiness. unfaithfulness online. Ambiguity of Internet- Facebook (high school networks) As Mark Zuckerberg, CEO& Founder of related laws around the world is considered Facebook says, “When you give everyone to be a major reason for the stealth of AsianAvenue, a voice and give people power, the system the cyber crimes. The IACP Centre for BlackPlanet (relaunch) usually ends up in a really good place.” Social Media (www.iacpsocialmedia.org) QQ (relaunch) With advancement of technology and is a partnership programme assisting law Facebook (corporate networks) increased use of hand-held gadgets such enforcement agencies in using social media as tablets, smartphones and readers, the to prevent and solve crimes, strengthen future of social networking seems to be police-community relations, and enhance 2006 Cyworld (U.S.) bright. services. In India, law enforcement agencies Twitter have dedicated sections to deal with cyber MyChurch Mr Arpit Jain Singhai is District Informatics Offi cer/ crimes, for instance, the Mumbai Police Scientifi c Offi cer, National Informatics Centre Facebook (everyone) Cyber Cell (http://cybercellmumbai.gov. (NIC), Adjacent to Treasury Offi ce, Collectorate, in/). Another website, www.indiacyberlab.in Moradabad (UP)-244001; E-mail: [email protected] 13 SCIENCE REPORTER, FEBRUARY 2013

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