Presentation given by Darko Buldioski as guest lecturer at IBU Skpoje, Macedonia as part of Social Media Analysis, course by prof. Dona Kolar Panov

1. WE ARE SOCIAL
Darko Buldioski
@darko156

2. Social networks
} Social networks have existed as long as we've been
humans -- in fact, the ability to socialize is a large part,
maybe the most important part, of what distinguishes
homo Sapiens from other primates. And at least since the
advent of writing, we've used external symbol-making
technologies to extend, strengthen, manipulate our social
networks.
} DISCUSSON: Name a few pre-internet social networks

3. Social networks
} However, since the telegraph began to wire the world,
and the telephone and the Internet made it possible for
most people in the world to communicate with most
other people, online social networks have taken on
particular significance.

4. Social networks
} Wellman et al point out a small fact of contemporary life:
making a telephone call in the wired age meant making a
connection with a place, but making a phone call in the
wireless age means making a connection with a person.
} Now that so many people are able to carry instant access to
their social networks in their pockets, what do we know about
how they think about themselves, about where they are, about
what "where" means?
} Does the historical shift from virtual communities to personal
social networks, what Wellman calls "networked individualism"
mean that we are not just seeing new literacies, but new kinds
of people who regard themselves in new ways, especially in
relationship to their social ties?
} http://bit.ly/17gekMl

5. Social Network Sites
Definition
Social network sites are internet-based services that allow
individuals to (1) construct a public or semi-public profile
within a bounded system, (2) articulate a list of other users
with whom they share a connection, and (3) view and traverse
their list of connections and those made by others within the
system.The nature and nomenclature of these connections may
vary from site to site.

6. Social Network Sites
} SNSs enable users to articulate and make visible their
social networks
} Users are primarily communicating with people who are
already a part of their extended social network
} Most SNSs require bi-directional confirmation for
Friendship
} Social network sites reinforce everyday networks

7. Social Network Sites
} DISCUSSION
} What networks do you use?
} Who do you communicate with?
} What do you share?
} Are you the same you online and offline?

8. Social Network Sites
} "“Are you my friend? Yes or no?” This question, while
fundamentally odd, is a key component of social network
sites. Participants must select who on the system they
deem to be ‘Friends.’ Their choice is publicly displayed
for all to see and becomes the backbone for networked
participation.
danah boyd
http://bit.ly/1JoPoDS

9. Social Network Sites
} The linked structures of social networks do not reveal
actual interactions among people. Scarcity of attention
and the daily rhythms of life and work makes people
default to interacting with those few that matter and that
reciprocate their attention. A study of social interactions
within Twitter reveals that the driver of usage is a sparse
and hidden network of connections underlying the
“declared” set of friends and followers.
} A link between any two people does not necessarily imply
an interaction between them
http://bit.ly/1E4DKK0

10. Social Network Sites - Twitter
} Social Networks have created a parallel friend/follower
archetype that injects a homologous top-down network
where individuals not only connect with those they
know, but also with those who are interested in following
their online activity, and not necessarily with the
expectation of reciprocation.This injects a new dynamic
into online social relationships, one that facilitates and
fosters a less personal, but still meaningful engagement,
creating an ambient, persona-audience interconnection.
http://0.mk/5859

11. Social Network Sites
} A social network is not necessarily bound by relationships
as much as it is driven by the exchange of shared ideas
and information through a one-to-one and one-to-many
conversation that is inclusive of top-down, bottom-up,
inside-out, and outside-in peer-to-peer interaction.
} Many of us forge relationships and engage in online
conversations unlike those we maintain in the real world.
http://0.mk/5859

12. Social Network Sites
} The term "Friends" can be misleading, because the
connection does not necessarily mean friendship in the
everyday vernacular sense

13. Social Network Sites
} DISCUSSION: How are these different?
} Facebook
} Twitter
} Instagram
} LinkedIn
} Pinterest
} Snapchat
} Tumblr
} Vine

14. BLOGS & SOCIAL CAPITAL
Darko Buldioski
@darko156

15. Blogs
} DISCUSSION: What is blog?
} Share your favorite blogs…
} What blogging platforms do you know?
} Do you know medium.com? What is different there?

16. Blogs
} The blogs are dead? Or are they?
} What is dying is the idea of the blog as a news source. In
the old days, as a reader, you would have a favorite
blogger, who would write many frequent posts
throughout the day.

17. Blogs
} The incentives of the social web make a threat to the
conversational web – social media vs. blog
} But blogging is a conversation, and conversations don't go
viral. People share things their friends will understand, not
things that you need to have read six other posts to
understand. Blogging encourages interjections into
conversations, and it thrives off of familiarity. Social media
encourages content that can travel all on its own.

18. Blogs
} Structure & characteristics
} Reverse chronological order
} Comments
} Blogroll
} TrackBack
} Blogosphere

19. Blogs
} Structure & characteristics
} Identity is created through content
} Blog posts are conversation starters
} Blog posts are personal, often short, provocative, even
contraversal

20. Social Capital
WE ARE MEASURED BY WHAT WE SAY
WHAT WORKS AGAINSTYOU
ALSO WORKS FORYOU!

21. Social Capital
} The term broadly refers to ‘resources’ that accrue to an
individual or group through the maintenance of a network
of social ties. It is more often associated with intangible
resources representative of social cohesion (e.g., trust,
reciprocity, mutual support).

22. Social Capital
} Your stature within a community is based on your
investment in it.
} Social capital can be measured by the amount of trust and
"reciprocity" in a community or between individuals
- Robert Putnam
} Measures:
} Trust
} Relationships
} Reciprocity
} Authority
} Popularity
} Recognition

23. Social Capital
THE CURRENCY OF
SOCIAL MEDIA IS ACTION
} Influence is the ability to cause desirable and measurable
actions and outcomes

25. Social Capital
} DISCUSSION:
} What are you influential about?
} How big is your social capital?
} Who in your network (no need to know him personally) has
biggest social capital? How do you know that?

26. “FREE” BOOKS
DOWNLOAD!!!!
http://bit.ly/1EneqNh
…and remember

27. Thank You!
Darko Buldioski
@darko156 | darko@newmedia.mk | komunikacii.net