Beyond the hype of social networking there is a "Dark Side" that you should be aware of. Be careful of who you "friend!"

1. Deborah Bayles presents
The TRUTH About...
©2009, Deborah L. Bayles. All Rights Reserved.

2. Social Networking
©2009, Deborah L. Bayles. All
Rights Reserved.

3. The Good News:
Everybody’s Doing it
Three out of four U.S. adults use web technologies and
tools to connect with other people and share information
- Forrester 2008 Social Technographic Profile
©2009, Deborah L. Bayles. All Rights Reserved.

4. The Bad News:
Everybody’s Doing it
©2009, Deborah L. Bayles. All Rights Reserved.

5. But, What are
People REALLY
Using Social
Networking For?
©2009, Deborah L. Bayles. All Rights Reserved.

6. Social Networking
• In cyberspace, stigma avoidance and prestige
enhancement are prime motivators in online
social interaction.
• Online personal identities are constructed,
and presented, as a social performance
• “In the virtual social universe where status is
conferred by the accumulation of “friends,”
self-presentation has been transformed into a
ritual of self-fabrication.”
©2009, Deborah L. Bayles. All
Rights Reserved.

7. Source: Forrester Research
©2009, Deborah L. Bayles. All Rights Reserved.

8. Source: Forrester Research
©2009, Deborah L. Bayles. All Rights Reserved.

9. Source: Forrester Research
©2009, Deborah L. Bayles. All Rights Reserved.

10. What Businesses Think of
Social Networking
©2009, Deborah L. Bayles. All Rights Reserved.

11. ©2009, Deborah L. Bayles. All Rights Reserved.

12. So, Here’s the TRUTH
• Social Networking Does NOT Answer the
Question: How Will I Make Money?
• You Must Still Have a Business Model in Order
to Survive
• Social Networking is NOT a Business Model
©2009, Deborah L. Bayles. All
Rights Reserved.

13. Business Models
• Answers the Question: How Will I Make
Money?
• Transaction Model – Amazon.com
• Pay-per-Click – PlentyofFish.com (Adsense)
• Affiliate Model – Commission Junction
• Subscription/Membership Model – eHarmony
• Auction Model -- eBay
©2009, Deborah L. Bayles. All
Rights Reserved.

14. Your Task
• Determine Your Business Model
• Create a Cyberspace Social Platform That Will:
– Be Congruent With Your Business/Personal
Platform
– Be Ethical, Consistent and Offer Real Value
– Pull Buyers into Your Site to Fulfill Your Business
Model
• Be Constantly Vigilant About Privacy, Security
and Identity Theft
©2009, Deborah L. Bayles. All
Rights Reserved.

15. Twitter Tweets
Cyberspace Social Platform
YouTube Videos
LinkedIn
Communications Connections
Podcasts
Platform
EMail Webinars
Website
Technorati Rankings Blog CommentsBlog Comments
Blog Comments
You Blog
Books
Personal Platform Products
Brand Image
Diggs
Training
Coaching Customer
Speaking
Reviews
Facebook Friends
Flickr Photos
©2009, Deborah L. Bayles. All rights reserved.

16. Dangers of Social Networking
“In Britain, a 23-year-old woman called Kerry Harvey
discovered to her horror that scam artists had stolen her online
details – including her date of birth and mobile phone number
– and reconstructed her identity on Facebook as a prostitute
soliciting clients online.
Kerry, an advertising executive from Gloucestershire, was at
first baffled when she started getting calls from “punters”
looking for sex. Then she learned that she had a parallel life on
Facebook, where malicious fraudsters had stolen her photo
from another website and, combining it with accurate details
like her phone number, transformed her into a Facebook
hooker.”
©2009, Deborah L. Bayles. All Rights Reserved.

17. Dangers of Social Networking
Coexistence of real and false identities has been integrated
into online social interaction.
People actively construct and manipulate multiple identities
in the virtual world.
People are actually stealing virtual identities to make
themselves appear more attractive. It’s call “cut-and-paste-
personality” theft.
FriendFlood will, for a fee, post messages from attractive
“friends” on your profile to create the impression that you, like
your friends, are attractive and fascinating.
With a promise to “turn cyberlosers into social magnets,”
FakeYourSpace offered to fill your wall with an eye-popping
collection of hot-looking, hard-bodied friends.
©2009, Deborah L. Bayles. All Rights Reserved.

18. ©2009, Deborah L. Bayles. All Rights Reserved.

19. ©2009, Deborah L. Bayles. All Rights Reserved.

20. Famous Tweets:
Career Suicide in 140 Characters
Duane Hoffmann / msnbc.com
©2009, Deborah L. Bayles. All Rights Reserved.

21. Famous Tweets:
Career Suicide in 140 Characters
Cisco just offered me a job! Now
I have to weigh the utility of a
fatty paycheck against the daily
commute to San Jose and hating
the work.
This tweet caught the attention of Tim
Levad, a channel partner advocate for
Cisco. To which he responded:
Who is the hiring manager. I’m
sure they would love to know
that you will hate the work. We
here at Cisco are versed in the
web.
Twitter Search retained the record.
©2009, Deborah L. Bayles. All Rights Reserved.

22. How Will You Use
Social Networking in
Cyberspace?
©2009, Deborah L. Bayles. All Rights Reserved.

23. Twitter Tweets
Cyberspace Social Platform
YouTube Videos
LinkedIn
Communications Connections
Podcasts
Platform
EMail Webinars
Website
Technorati Rankings Blog CommentsBlog Comments
Blog Comments
You Blog
Books
Personal Platform Products
Brand Image
Diggs
Training
Coaching Customer
Speaking
Reviews
Facebook Friends
Flickr Photos
©2009, Deborah L. Bayles. All rights reserved.