Module 2

History of Social Networking Sites

 History and development of Social Network Sites

Interacting with friends and family across long distances has been a concern of humans for centuries. As social
animals, people have always relied on communication to strengthen their relationships. When face-to-face
discussions are impossible or inconvenient, humans have dreamed up plenty of creative solutions.
The roots of social media stretch far deeper than you might imagine. Although it seems like a new trend, sites
like Facebook are the natural outcome of many centuries of social media development.
Social Media Before 1900
► The earliest methods of communicating across great distances used written correspondence delivered by
hand from one person to another. In other words, letters. The earliest form of postal service dates back to 550
B.C., and this primitive delivery system would become more widespread and streamlined in future centuries.
► In 1840s( May 24, 1844), the telegraph was invented. This allowed messages to be delivered over a long
distance far faster than a horse and rider could carry them. Although telegraph messages were short, they were
a revolutionary way to convey news and information.
► Although no longer popular outside of drive-through banking, the pneumatic post, developed in 1865, created
another way for letters to be delivered quickly between recipients. A pneumatic post utilizes underground
pressurized air tubes to carry capsules from one area to another.

video
Two important discoveries happened in the last decade of the 1800s: The telephone in
1890 and the radio in 1891.
► Both technologies are still in use today, although the modern versions are much more
sophisticated than their predecessors. Telephone lines and radio signals enabled people to
communicate across great distances instantaneously, something that mankind had never
experienced before.
 Social Media in the 20th Century

► Technology began to change very rapidly in the 20th Century. After the first super computers were created in the
1940s, scientists and engineers began to develop ways to create networks between those computers, and this would
later lead to the birth of the Internet.
► The earliest forms of the Internet, such as CompuServe, were developed in the 1960s. Primitive forms of email were
also developed during this time. By the 70s, networking technology had improved, and 1979’s UseNet allowed users
to communicate through a virtual newsletter.
► By the 1980s, home computers were becoming more common and social media was becoming more sophisticated.
Internet relay chats, or IRCs, were first used in 1988 and continued to be popular well into the 1990’s.
► The first recognizable social media site, Six Degrees, was created in 1997. It enabled users to upload a profile and
make friends with other users. In 1999, the first blogging sites became popular, creating a social media sensation
that’s still popular today.
► (blogger/ blogspot)
 Social Media Today

► After the invention of blogging, social media began to explode in popularity. Sites like MySpace and LinkedIn
gained prominence in the early 2000s, and sites like Photobucket and Flickr facilitated online photo sharing.
YouTube came out in 2005, creating an entirely new way for people to communicate and share with each other
across great distances.
► By 2006, Facebook and Twitter both became available to users throughout the world. These sites remain some of the
most popular social networks on the Internet. Other sites like Tumblr, Spotify, Foursquare and Pinterest began
popping up to fill specific social networking niches.
► Today, there is a tremendous variety of social networking sites, and many of them can be linked to allow
cross-posting. This creates an environment where users can reach the maximum number of people without sacrificing
the intimacy of person-to-person communication. We can only speculate about what the future of social networking
may look in the next decade or even 100 years from now, but it seems clear that it will exist in some form for as long
as humans are alive.
 History of SNS

► The first social network site launched in 1995. This was [Link]. The focus of this
site was school, college, work and the military.
► The second social network site launched in 1996 was [Link] and focus of this site was
general.
► In 1997, six [Link] and Asian Avenue social network sites launched and allowed
were to create profiles, list their friends and for community purposes. Care 2, open diary,
[Link] and fatki care launched in 1998 as social network sites.
► In early years friends were not visible to others on sites but [Link] allowed people to appreciate
with their high school or college and the network for others who were also affiliated, but users could not
create profile or list friends until years later.
► Six degrees was the first to continue these features. From 1995 to 2001, a number of community tools
began supporting various combinations of profiles and publicly articulated friends.
► After this many sites allowed users to create personal professional and dating profiles. After this the sites
allowed to contain friend‟s lists guest books diary pages and help people leveraging their business
networks.
S. No. Launch Years Names of Sites
1 1995 [Link]
2 1996 [Link]
3 1997 Asianavenue, [Link]
4 1998 care,opendiary, [Link], fotki
5 1999 Advogato, cyworld, [Link], kiwibox, [Link], livejournal,
makeout, black planet

6 2000 English, baby!, [Link], friends Reunited, hobo, deviant ART,

[Link], maxi
7 2001 Thinks, cozy cot, fruhstuckstreff, party flock
8 2002 Film affinity, footslog, fraudster, [Link], travellerspoint, iWiW, hub
culture
9 2003 Couch surfing, hi5, pure volume, LinkedIn, WAYN, MySpace,
delicious
10 2004 Cob, [Link], Orkut, facebook, flicker, a small world, Hyves, tagged

11 2005 43Things, Buzz net, douban, [Link], [Link], Ning,

[Link], Bebo, librarything, blogster, mocospace
2006 anobii, crunchyroll, Patientslikeme, jaiku, Twitter, Vkontakte,
GamerDNA, shelfari, Cafemom, goodreads

2007 Flixster, Quechup, Tylted, virb, [Link], [Link], eToro, weRead,

Elixio, Fuelmyblog, Bigadda, Fubar, Dailystrength

2008 [Link], yammer, fetlife, busuu, [Link], [Link], get glue, the
sphere
2009 Filmow, foursquare, skoob, dailybooth, fullcircle, sina weibo

2010 [Link], blauk, jiepang, laibhaari, lagbook, millatfacebook,

termwiki, goodwizz, diaspora*, studentscirclenetwork,

2011 [Link], pinterest, google+, wellwer, [Link],

Definition

► Social networks are groups of people, or communities, who share a common interest,
perspective, or background. The social graph is the broad collection of people, places &
Interests that makes us individual. “Nostaligia”, one of the driving force and feeling which
had given social networking sites a bigger bite of everyday‟s meal. It keeps us connected
with our friends and the memories
► Social networking is the grouping of individuals into specific groups, like small rural communities and
neighborhood subdivision. Although social networking is possible in person, especially in the workplace,
universities, colleges and high schools and it is most popular online.
► This is because unlike most high schools, colleges, or workplaces, the internet is filled with millions of
individuals who are looking to meet other people, to gather and share first-hand information and experiences
about cooking, golfing, gardening, developing friendships professional alliances, finding employment, business
to-business marketing and even groups sharing information about baking cookies to the Thrive Movement.
► The topics and interests are as varied and rich as the story of our universe.
► When it comes to online social networking, websites are commonly used. These websites are known as social
sites.
► Social networking websites function like an online community of internet users.
► Depending on the website in question, many of these online community members share common interests in
hobbies, religion, political, social and alternative lifestyles.
► This socialization may include reading the profile pages of other members and possibly even contacting them.
► Another one of those benefits includes diversity because the internet gives individuals from all around the world
access to social networking sites.
► This means that although you are in the United States, you could develop an online friendship with someone in
Denmark or India. Not only will you make new friends, but you just might learn a thing or two about new
cultures or new languages and learning is always a good thing.
 Types

► Types of Social Networks There are three types of social media sites: the one size fits all the one-tricky pony and the
hybrid.
One Size Fits All
The one-size-fits-all social network provides the user with one-stop shopping for all of their online community,
entertainment, communication, and social media needs.
Examples:
Facebook — networking, groups, marketplace, messaging, videos
The One-tricky Pony
These types of social media sites try to do one thing only & to do it well. They may focus on
helping you communicate to other people in a narrowly defined way. They perform a single
task, such as telling you what movies are playing with a certain zip code.
Examples:
• YouTube — video content only
• Twitter (X) — short text updates
• LinkedIn — professional networking
Hybrids
Hybrids social media websites tend to focus on one primary price of functionality but also
wrap other social networking features into the platform. In many cases, the site started off as a
one-tricky pony & evolved into a hybrid due to market preserves, well requests, or other
forces.
Examples:
Instagram — photo/video sharing + messaging + shopping + reels
TikTok — short videos + social networking + live streaming
 Advantages

► [Link] open communication, leading to enhanced information discovery and delivery.

► 2. Allows employees to discuss ideas, post views, ask questions and share links.
► 3. Provides an opportunity to widen business contacts.
► 4. Targets a wide audience, making it a useful and effective recruitment tool.
► 5. Improves business reputation and client base with minimal use of advertising.
► 6. Expands market research, implements marketing campaigns, delivers communications and directs
interested people to specific websites.
► 7. Social networking sites allow people to create new relationship and reconnect with friends and family.
► 8. Social networking sites allow for creative expression in a new medium.
► 9. Free messaging, blogging, photo storage, games, event invitation and many other services to any one are
possible on online.
► 10. Social networking sites bring people with common interest together.
► 11. Social media helps low income kids become more familiar with computer and related technology.
► 12. It is cheaper to use online social networking for both personal and business use because most of it is usually free.
► 13. Definitely you can save the customers confidence.
► 14. Guaranteed meeting places.
► 15. Keep in touch with family as well as professional networking.
► 16. Staying informed about the world
► 17. Some social networking sites offer advertising to its subscribers.
► 18. Social networking sites offer campus surveys.
► 19. Practicing social skills and learning to use technology.
► 20. Developing independence and expressing personality.
 Internet forum

► A website that provides an online exchange of information between people

about a particular topic. It provides a venue for questions and answers and
may be monitored to keep the content appropriate. Also called a "discussion
board" or "discussion group," an Internet forum is similar to an Internet
newsgroup, but uses the Web browser for access. However, Internet forums
include all the extras people expect from the Web, including images, videos,
downloads and links, sometimes functioning as a mini-portal on the topic.

Forums can be entirely anonymous or require registration with username and

password. Messages may be displayed in chronological order of posting or in
question-answer order where all related answers are displayed under the
question
► These forums are internet-based group communities where you can start a discussion, or get an
answer of your query or even search for new business prospects. These forums allow you to
register with them and after that you can look into the answers to various questions written by
others or you yourself can answer the questions. Almost every website these days has a small
forum integrated in their own websites.
► An online forum, or a message board, is a public place where you can drop any message, or
discuss about any particular topic.
 Social media - Capitalism

► The relationship between social media and capitalism is complex and multifaceted, involving economic,
social, and cultural dimensions. Here are some key aspects to consider:

► Advertising Revenue Model:

► Profit Generation: Social media platforms, such as Facebook, Twitter, and Instagram, operate on a
predominantly advertising-driven revenue model. Advertisers pay these platforms to display targeted
ads to users based on their preferences, behavior, and demographics.

► Capitalist Incentives: The more users engage with content on these platforms, the more data is
collected, and the more valuable the platform becomes for advertisers. This creates a capitalist
incentive to maximize user engagement and time spent on the platform.
► Data as a Commodity:

► User Data: Social media platforms thrive on collecting vast amounts of user data, which is then used to create
detailed profiles for targeted advertising. This data-driven approach turns user information into a commodity that
can be bought and sold, contributing to the capitalist economy.

► Monopoly and Market Dominance:

► Consolidation: In the realm of social media, a few major companies have achieved significant market dominance.
The likes of Facebook (Meta), Twitter, and Google (YouTube) have become powerful monopolies, controlling large
portions of the digital advertising market.

► Capitalist Concentration: The concentration of economic power in a small number of companies raises concerns
about the potential abuse of that power and limits competition, which are central concerns in capitalist economies.
► Attention Economy:

► Attention as a Resource: Social media platforms compete for users' attention. The more time users spend on these
platforms, the more opportunities there are for ads to be shown, and the more revenue is generated. This has led to
the concept of the "attention economy," where attention itself becomes a valuable resource.

► Influence on Public Discourse:

► Algorithmic Content Delivery: Social media algorithms play a crucial role in determining the content that users see.
The algorithmic delivery of content can shape public discourse, influence opinions, and impact political and social
dynamics.

► Capitalist Motives: While algorithms are often designed to keep users engaged, their optimization for profit can lead
to concerns about filter bubbles, echo chambers, and the amplification of extreme or sensational content for higher
engagement.
 FILTER BUBBLE

► Filter bubbles are personalized,

algorithmically generated
information environments that
isolate users from opposing
viewpoints, creating a narrow,
skewed perception of reality.
 ECHO CHAMBER

► An echo chamber is a digital or

physical environment where users
are exposed only to opinions and
information that reinforce their
own, leading to the amplification of
existing beliefs and a lack of
exposure to opposing views. Often
driven by social media algorithms,
they contribute to polarization,
misinformation, and confirmation
bias.
► Labor and Platform Workers:

► Content Creation: Users contribute content to social media platforms, effectively

providing free labor. The content created by users adds value to the platform and
contributes to its attractiveness for advertisers.

► Exploitation Concerns: Some argue that users' labor is exploited by social media
platforms, as they generate content without direct compensation, while the platform
profits from the attention and data generated.
 Social Networking: Power to the People Stefano Bortoli,
Paolo Bouquet, and Themis Palpanas

Centralized vs. Decentralized Paradigms:

1. Current social networking platforms (e.g., Facebook, MySpace, LinkedIn)
operate on a centralized paradigm, where user data and connections are
stored in a central repository controlled by the platform. This leads to a lock-in
effect, making it difficult for users to migrate their data and contacts to other
platforms.
2. The authors propose a decentralized paradigm, where users retain control over
their personal data and social connections. Social networking platforms would
then focus on providing innovative services, competing on quality rather than
locking in users.
Advantages of Decentralization:
1. User Empowerment: Users can upload their data to any
compatible platform, benefiting from diverse services
without being tied to a single provider.
2. Platform Competition: Social networking sites can attract
users by offering better services, as users are no longer
locked into a single platform.
FOAF and Extensions:
1. The proposal builds on the Friend-Of-A-Friend (FOAF) approach
but identifies three critical extensions needed for practical
implementation:
1. Contextualization of Relationships: Separate social contexts
(e.g., professional vs. personal) to avoid mixing unrelated
contacts.
2. Unique Identification: Ensure entities (people, organizations,
etc.) are uniquely identified across platforms to simplify data
migration and integration.
Social Media Trends and Strategies for Media
Professionals

► Video is (still) king

► AI-generated content will become mainstream
► Serialized content will earn audiences’ attention
► Brands will prioritize resonance and community over virality
► Content and network strategies will center on audience engagement
► Authenticity and human-led storytelling win over hearts and minds
► Social search remains a priority
 The role of AI in content curation and media
personalization.
► AI drives content curation and media personalization by analyzing user behavior and data to deliver tailored, relevant,
and engaging content in real-time
Key roles of AI in content curation and personalization include:
► Hyper-Personalized Recommendations: Algorithms analyze past behavior, preferences, and demographics to suggest
content (e.g., movies, articles, music) that fits individual tastes.
► Social Media Feed Curation: AI optimizes feeds, filters content, and serves relevant ads to users in real-time.
► Automated Content Generation: AI creates, edits, and optimizes content (text, visuals) for specific audiences, improving
efficiency and relevance.
► Audience Segmentation and Insights: AI identifies trends and behavioral patterns, enabling brands to segment audiences
precisely and deliver targeted messaging.
► Predictive Analytics: AI forecasts which content will resonate, enabling proactive content strategy adjustments