Intercultural Engineering Knowledge Transfer in Engineering for a Sustainable Global ICT Community (SUSCOMTEC), ERASMUS Intensive Programmes, Valencia, Spain (2012)

1. Social networking as enabler
University of Zagreb
of social responsibility and
sustainability
Assist. Prof. Vedran Podobnik, Ph.D.
Faculty of Electrical
Engineering and Computing &
SUSCOMTEC 2012 Student Working Group 6
European Student Meeting
6-18 May 2012
Valencia, Spain

2. Outline
 social networking & social responsibility
 social network services
 why responsible communities need social
networking?
 examples of existing social network services for
encouraging and enabling social responsibility
 examples of existing social network services for
encouraging and enabling social irresponsibility
 conclusions
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3. Social networking
&
Social responsibility

4. Networks are everywhere…
Computer Television
Electrical
network network
network
Social Networked
Innovation network economy
network
Universities Communication
network network
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5. What is a Network?
 a set of nodes interconnected via links
 the purpose of exchange
 various topologies
link
node
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6. What is a Social Network?
 a set of actors interconnected via relationships
 actors: people, groups of people, organisations
 relationships: acquaintance, familiar bond, dislike, …
 common interest connects involved actors
 based on actor profiles
 creating principle
 explicit
 implicit
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7. May 2012
Definition of Social Networking

8. May 2012

9. Research conducted on large social networks has principally
concerned interviews, enterprise human resources mining, or
scientific publications references. However, since its birth in
1992, the web has provided many ways of interaction between
people, revealing social network structures, a phenomenon
amplified by the emergence of the web 2.0.
Social networks have been extracted from email
communications, hyperlink structure of home pages, co-
occurrence of names, and from web 2.0 applications.

10. The first representations of Degree centrality considers nodes
social network were with the higher degrees
sociograms where people are (number of adjacent edges).
represented by points and Closeness centrality is based on the
relationships by lines average length
connecting them. of the paths (number of edges) linking
a node to others and reveals the
capacity of a
node to be reached.
Betweenness centrality focuses on the
capacity of a node to
be an intermediary between any
two other nodes.
The web is now a major medium of communication in our society and, as a
consequence, an element of our socialization. The huge number of human
interactions through web 2.0 platforms reveal real social networks, and
understanding their life cycles is one of the challenges of knowledge
sciences.

11. What is a Social Responsibility?
Social responsibility is an ethical ideology or theory
that an entity, be it an organization or individual, has
an obligation to act to benefit society at large. This
responsibility can be passive, by avoiding engaging in
socially harmful acts, or active, by performing
activities that directly advance social goals.
Wikipedia
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12. Social responsibility - definition
An ethical ideology or theory that an entity has
an obligation to act to benefit society at large
entity: an organization
or individual
their action impact the
environment
It can be:
passive
active

13. Types of social responsibility
Social responsibility
CSR SSR
Corporate Social Responsibility (CSR) Scientific Social
how companies manage the Responsibility
business processes to produce Activities that aim
an overall positive impact at keeping science
on society in regard to values
that are generally
acknowledged in
Outer cycle Inner cycle society

14. Examples (1)
METHOD
• While cleaning products historically contained
hazardous chemicals, Method was able to
make safe and effective home and personal
cleaning products derived from natural
ingredients such as soy, coconut and palm oils.
• The products also come in environmentally
responsible, biodegradable packaging.
STARBUCKS COFFEE
• The company supports products such as Ethos
Water, which brings clean water to the more
than 1 billion people who do not have access.

15. Examples (2)
PEDIGREE
• Pedigree dog food built its brand by focusing
on the need for people to adopt homeless
dogs. Funding the support and care of these
animals and sponsoring a national adoption
drive, Pedigree's 2009 goal was to distribute
$1.5 million in grants to 1,000 shelters and
breed rescues.
TOMS SHOES
• Toms Shoes started on the premise that for
every pair of shoes sold, one pair would be
donated to a child in need.
• Toms Shoes recognized that consumers want to
feel good about what they buy, and thus
directly tied the purchase with the donation. In
just four years, Toms Shoes has donated more
than 400,000 shoes, evidence that consumers
have clearly embraced the cause.

16. Examples (3)
Nike
BAD
• employs 23,000 people in North America, Europe, Asia Pacific, and
Latin America (Nike, 2005)
• The international human rights organization 'Global' Exchange has
reported that Nike employees in developing countries are:
• forced to work excessive hours,
• not paid enough to meet their most basic needs,
• subject to violent intimidation if they speak out about labor
abuses (Connor, 2001).
GOOD
• At the same time, Nike claims to be committed to alleviating poverty
by improving the well being of disadvantaged adolescent girls in the
developing world. The company has also donated US$1 million to
relief organizations providing aid to the victims of the December 2004
tsunamis (Nike, 2005)

17. Social Network Services

18. Social Network Services
Social networking enabled by ICT
 general social network
 Facebook, Twitter, …
 academic social network
 corporate social network
 external
 LinkedIn
 internal
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19. Corporate Social Network (CSN)
External CSN – the LinkedIn example
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20. Corporate Social Network (CSN)
Internal CSN – a definition
 Internet vs. intranet
 external CSN vs. internal CSN
 Internal CSN (community/employee network)
 „social intranet”
 identifyingand encouraging “star” employees
 maintaining the corporate knowledge pool
 sharing company and employee news and press releases
 stimulating ideation (idea generation)
 improving communication, transparency, trust and
empowerment of employees by flattening company
hierarchy
…
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21. Corporate Social Network (CSN)
Internal CSN – examples
 24% companies already have internal CSN (*)
 competitive advantage
 „it’s all about the people”
 Google Moma
 Yahoo! Backyard
 IBM Beehive
 Microsoft Web + Townquare
* 2010 Intranet 2.0 Global Study
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22. Corporate Social Network (CSN)
Part of a comprehensive responsibility strategy
http://apps.facebook.com/godisnjak
 effectively communicating
organization’s efforts
 maximizing the return on
organization’s initiatives
 sharing organization’s
commitment and results
 an easy and inexpensive way to
 effectively target interested
audience
 shape a specific message around the
results your company is achieving
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23. Why responsible communities
need social networking?

24. Social networking for social responsibility
Just seven years ago, Zuckerberg’s Facebook did not even exist
“For connecting more than half a
billion people and mapping the
social relations among them, for
creating a new system of
exchanging information and for
changing how we live our lives”,
Mark Zuckerberg was named
TIME’s 2010 Person of the Year
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25. Social networking for social responsibility
The importance of social networking in peoples’ everyday lives (1)
 breaking the barrier of “borders, languages and
cultures”
 social networking as a tool for fostering social
responsibility
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26. Social networking for social responsibility
The importance of social networking in peoples’ everyday lives (2)
 social networking consumes twice as much of our
online time as any other activity
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27. Social networking for social responsibility
The importance of social networking in peoples’ everyday lives (3)
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28. Social networking for social responsibility
The importance of social networking in peoples’ everyday lives (4)
http://www.zdnet.com/blog/facebook/facebook-is-destroying-google-in-time-spent-online-chart/4183
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29. Social networking for social responsibility
Popular social networks in numbers
 Facebook
 900+ million active users
 the average user spends more than 55 minutes per day on Facebook
 over 1.5 million business pages
 Twitter
 200+ million registered users (100+ million active)
 150 million tweets (March 2011) sent per day
 1750 tweets per second
 LinkedIn
 150+ million professionals, including all Fortune 500 companies
 Foursquare
 15+ million registered users
 Google+
 175+ million registered users
 625 thousand new users daily (400 billion until the end of 2012?)
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30. Facebook
Social graph
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31. Examples of existing social
network services for encouraging
and enabling social responsibility

32. Examples (1)
Global Disaster Relief on Facebook
http://www.facebook.com/DisasterRelief
 a collaborative resource for individuals,
non-profits, governments and industry
to raise awareness for those in need
around the world
 relief organizations can highlight their
needs during times of crisis
 join by becoming a fan and by
continuing to support relief efforts
along with your friends
 500+ thousand fans
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33. Japan earthquake and tsunami 2011
How news spread on Facebook via status messages? (1)
 4.5 million status updates from 3.8 million users
across the world on March 11 that mentioned
 “Japan”
 “earthquake”
 “tsunami”
 Most of these status updates shared news,
reports and prayers
 For some, Facebook provided a way to quickly get
in touch with loved ones in devastated areas
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34. Japan earthquake and tsunami 2011
How news spread on Facebook via status messages? (2)
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35. Japan earthquake and tsunami 2011
How news spread on Facebook via status messages? (3)
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36. Japan earthquake and tsunami 2011
How news spread on Facebook via status messages? (4)
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37. Japan earthquake and tsunami 2011
How news spread on Facebook via status messages? (5)
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38. Japan earthquake and tsunami 2011
How news spread on Facebook via status messages? (6)
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39. Japan earthquake and tsunami 2011
How news spread on Facebook via status messages? (7)
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40. Japan earthquake and tsunami 2011
How news spread on Facebook via status messages? (8)
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41. Japan earthquake and tsunami 2011
How news spread on Facebook via status messages? (9)
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42. Japan earthquake and tsunami 2011
How news spread on Facebook via status messages? (10)
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43. Japan earthquake and tsunami 2011
How news spread on Facebook via status messages? (11)
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44. Examples (2)
Twitter as a go-to service in emergencies
 a real-time information network that
connects users to the latest
information about what they find
interesting
 find the most compelling public streams
 follow the conversations
 each tweet is 140 characters in length
 convenient service for emergency
management
 enables immediate and intense reaction
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45. Japan earthquake and tsunami 2011
Citizens’ reaction on Twitter
 less than an hour after
the quake
 country’s phone system
knocked out
 the number of tweets
coming from Tokyo
were topping 1200 per
minute
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46. Japan earthquake and tsunami 2011
Japanese Power Company creates Twitter account for nuclear plant updates
 Tokyo Electric Power Company (TEPCO) has created
a Twitter account for its nuclear power plants
 keeping Japanese residents, and the rest of the world,
informed about the plants that were damaged by the
March 11 earthquake and tsunami
 notifying people of power blackouts and radiation leaks
 amassed almost 200 thousand followers in less than a day
 TEPCO has sent seven tweets until March 18
 Japan’s prime minister created a Twitter account
after March 11 earthquake and tsunami, as well
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47. Examples (3)
Facebook Causes
http://www.facebook.com/causes
 empowering anyone with a good idea
or passion for change to impact the
world
 individuals are enabled to
 mobilize their friends for collective action
 spread the word to friends of friends and
acquaintances
 launch movements that span local
communities or even the globe
 20 million monthly active users
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48. Examples (3)
Facebook Causes – success stories
http://exchange.causes.com/resources/success-stories
 the largest cause – „The Race to End
Cancer”
 started by Michelle Miles, a 19-year old girl
from Arkansas who wanted to help her
local children’s hospital
 over 5.9 million members
 the community has donated over $60,000
 „Love Without Boundaries Foundation”
 „The Alliance for Climate Protection”
 „Save Darfur Coalition”
 „Friends of the World Food Program”
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49. Examples (4)
Facebook saved 4-year-old boy’s life
 Philip Rice posted the photo of his
son, Ted, on Facebook after
putting him to bed with a rash
 A family friend, Dr. Sara Barton,
recognized it as a symptom of
acute lymphocytic leukemia and
sent a message saying Ted needed
to go to the hospital straight away
 Ted has now started a three-year
course of chemotherapy
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50. Examples (5)
How Facebook and Twitter supported the Egyptian revolution?
 the revolution in Egypt was driven
by the use of social networks
 protests began on January 25
 a flood of #Jan25 and #Egypt tweets was launched
 creation of Facebook groups that gained hundreds of thousands of
members and promoted the protests in Cairo
 the government blocked Facebook and Twitter and
eventually shut down Internet access completely
 Facebook and Twitter users found ways to work around the blackout
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51. Examples: how social networking
can be used to enable social
responsibility

52. Various examples of how social
networking can be used to enable
social responsibility
Double impact
• It is a website
• Its aim is to help users raise funds for a charity
of their choice, these include questionnaires,
quizzes and rewards in the shape of donations
to a chosen charity

53. Planting trees
• It is already a veteran on the socially responsible social
network scene,
• besides the environmental benefits of planting trees
(carbon sinks, keeping water resources and fighting
desertification),
• Tree- Nation says it helps fight poverty
Noblehour
NobleHour was developed as an alternative to current
social communities that merely encourage the "me"
generation,
NobleHour was designed for non-profits, schools,
businesses, municipalities, students and volunteers,
individual volunteers can use NobleHour to find and post
news, events, opportunities, organizations and resources.

54. People power and activism
• Greenpeace sparked a wave of protests on
Facebook and Twitter, to force Nestle to
change its buying policy for palm oil, which
was coming for rainforest-destroying suppliers.

55. Protest „Gorila“
•Series of anti-corruption rallies in Slovakia before
early elections

56. The Krásna Hôrka Castle

57. The 15M Movement
• Pacific protests started on the 15th of May, 2011
• Organized and promoted using social networks
• Campings in the squares of hundreds of cities

58.  Demand of a radical
change in Spanish
politics.
 Against:political
corruption, power of
the banks,
mismanagement of
the money,
unemployment…
 Essential
role of the
social networks.

59.  Need of a digital platform
to
share ideas and discuss
topics about the
movement.
 The protesters created an
own new social network,
n-1.
 Based on free and open
source software, horizontal,
self-managed and
independent.

60.  The 15M moved from the squares of the cities to
the neighborhoods and towns.
 One year later, another huge demonstration is
being prepared for the May 12th
 Still active
 Spread

61. Movement appeared on
Facebook & Twitter
Organization of pacific
demonstrations in street
Several demands
• End of injustices
• Limitation of the
powers of the king
• Political reforms

63. Mexico Earthquake April 2nd
2012
 On April the 2nd Mexico City
was shaken by a strong
earthquake with magnitude
of 7.4 on Richter scale.
 After the earthquake the
telephone lines and cell
network were surpassed by
the demand hundred of
thousand of people trying to
find their relatives.

64. New time zone campaign
 The state of Quintana Roo in Mexico is in
an another time zone, different from that
of the whole country. The difference of
time zone is a problem, because in the
winter the sunrise is at 6:30 am and the
sunset is at 6 pm.

65. May 2012

68. Examples of existing social network
services for encouraging and
enabling social irresponsibility

69. May 2012
Examples: Social NETworking
as an enabler of
Social IRRESPONSIBILITY

70. why&how?
London Riots 2011
 Peaceful start
 Social Media Role
 Blackberry Messenger
 Facebook
 Twitter
 YouTube
 Irresponsible and violent end

71. consequences?
London Riots 2011
• Deaths and injuries
• Property and business
damage
• Personal attacks and thefts
• Transport damage

72. why&how?
Mexico “Twitter Terrorism” 2011
• Started as a Twitter
status
• Social media as a
source of emergency
news
• Lack of reliable
information
• Turned out to be a false alert

73. consequences?
Mexico “Twitter Terrorism” 2011
 Widespread
panic
 Car accidents
 Chaotic behavior
 Terrorism charges
"The punishment for those who caused damages is not because they are
Twitter users, but for the consequences that their irresponsible acts provoked"

74. May 2012
Impact of Social Media on
Adolescent Behavioral Health
California study
- 73% of online teens have used a
social networking site
- Benefits of Social Media on
Adolescent Health
- Risks of Social Media
- Recommendations

75. Risks of social media
- Social Media and Adolescent Mental
Health
- Cyberbullying
- Texting/Sexting
- Adolescent Relationship Abuse and
Social Media
- Online Sexual Solicitation and
Predation
- Privacy
- Digital Divide

76. Example of the Facebook profile of Nivea
- Start situation : car accident in
Johannesburg
- Protest on Facebook
- Absurdity of this case
- Rights of consumer
“As much responsibility rests on the consumers shoulders to have realistic expectations of a brand as
the brand itself has a responsibility to engage with and meet customers expectations effectively.”
Daniel Neville of Idea Bounty

77. Fake avatars in social media
- Barack Obama example
- Creating fake avatars to push a brand and
manipulate people
- Difference between creating a fake avatar
and creating a brand ambassador to
empower you on the social networks
- There’s no need to fake it. Supporters will
be there if is good
“You need true connections that don’t undermine the community.”

78. Conclusions

79. Conclusions (1)
Social networking evolves from a service into a global platform
the leader
„Over the past few years,
@
Wael, 30, began working
the 2011 TIME 100
outside the box to make his
most influential people in the world
peers understand that only
their unstoppable people
power could effect real
change. He quickly grasped
that social media, notably
Facebook, were emerging as
the most powerful
communication tools to Wael Ghonim
mobilize and develop ideas” Spokesman for a Revolution
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80. Conclusions (2)
Social networking 2.0: iPhone business model on the Facebook platform
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81. Conclusions (3)
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82. Conclusions (4)
No final conclusions now,
it is up to the Student Working Group 6
to propose them!
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