How Social Media Changes Business, Technology, and Society

How Social Media Changes Business,
Technology, and Society
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Asst. Prof. Dr. Kanda Runapongsa Saikaew
Computer Engineering
Khon Kaen University
Thailand

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Agenda
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 What is Social Media?
 How Social Media Changes Business
 How Social Media Changes Technology
 How Social Media Changes Society
 Side Effects of Social Media
 Conclusion

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“Social Media”
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 “Media“ means that social media are digital
places for publication
 “Social“ implies sharing
Content (files, tastes, opinions…)
Social interactions (individuals gathering into
groups, individual acquiring notoriety and
influence…)
 Social media are places, tools, services
allowing individuals to express themselves
(and so to exist) in order to meet, share…

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Richness and diversity of social media
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Social Media Tools & Services
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 Publications: Blogs, Wikis, Citizen journalism portals
 Sharing: Videos, Pictures, Music, Links, …
 Discussion: Forums, Instant Messaging, VOIPs
 Social Networks: General and niche social networks
 Micropublication: Microblogging Tools
 Social Aggregation: Lifestream
 Platforms for livecast hosting and their mobile
equivalent
 Virtual worlds and 3D chats
 Social gaming platforms and casual gaming portals
 MMO and MMORPG

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Publication: Blogs
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 http://www.blogger.com/ The most popular in the world
 http://www.wordpress.com/ Comes from open source
 http://www.exteen.com/ The most popular in Thailand
 http://www.bloggang.com/ A part of Pantip community
 http://gotoknow.org The most widely used among workers
 http://blognone.com The blogs that share tech news

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Publication: Wikis & Journalism
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 Wikis
 http://www.wikipedia.org/ The most popular one
 http://www.wikia.org Hosts wiki on focused topics
 http://www.wetpaint.com Provides social network
service and wiki hosting service
 Citizen journalism portals
 http://www.digg.com Share any web content
 http://www.newsvine.com Global news updated
 http://oknation.net News updated by Thai people

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Sample Citizen Journalism Portal
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Sharing: Videos and Pictures
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 Videos
 http://www.youtube.com The most popular
 http://vimeo.com For videos with higher
quality
 Pictures
 http://www.flickr.com The most popular
 http://picasaweb.google.com Work well
with Photo editor Picasa
 Videos, Pictures, and Blogs
 http://multiply.com

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Sample Videos and Pictures Site
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Sharing: Links, Music, and Slides
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 Web links
 http://delicious.com The most popular online
bookmarking: Have tags and networks features
 http://gnolia.com: membership is by invitation
only
 Music
 http://lastfm.fr The most popular in general
 http://ilike.com The most popular in Facebook
 Slides
 http://slideshares.net : Share slides and
documents

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Sharing: Social Shopping & Customer
Suggestions
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 Social Shopping
 http://kaboodle.com The most popular
 http://stylehive.com Targeted the fashion
oriented community
 Customer Suggestions
 http://www.pligg.com: Open source CSM &
social networking site
 http://getsatisfaction.com: Commerical people-
powered customer service

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Discussion: Forms
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 Forums
 http://www.phpbb.com: The most popular
 http://simplemachine.com: Has many cool
features
 http://vanillaforums.org: Easy to customize
 Instant Messaging
 http://download.live.com/messenger (Windows
Live Messenger, Former MSN): The most
popular
 http://messenger.yahoo.com/
 http://www.ebuddy.com: Support MSN, Yahoo,
Google Talk, Facebook and AIM

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Sample Forum and Messenger
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Discussion: VOIP
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 http://skype.com: High quality, More
widely used
 http://www.google.com/talk/: Integrated
with Gmail

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Social Networks: General
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 Global
 http://www.facebook.com: #1 in the World
 http://www.myspace.com: #2 in US
 http://www.hi5.com #1 Social in Thailand
 Thailand
 http://www.myfri3nd.com/ Part of sanook.com
 http://d-looks.com/ Nice interface
 http://bangkokspace.com/social-network.aspx
Targeted information on party and nightclubs

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Social Networks: Niche and Tools
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 LinkedIn: Create a profile for expanding professional or
business partners
 enurgi: Connects caregivers to patients
 GoodReads: Gets book recommendations
 Nibbledish: Enthusiastic cooks sharing
 Cafemom: The Largest online site for moms
 Tripadvisor: Information on hotels from travellers
 Ning: The social platform for the world’s interests online

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Micropublication Tools
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 http://twitter.com
 A real-time short messaging service that
works over multiple networks and devices
 People follow the sources most relevant to
them and access information via Twitter as
it happens
 Breaking world news
 Updates from friends

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Social Aggregation Tools
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 Lifestream: A time-ordered stream of
documents that functions as a diary of your
electronic life
 http://friendfeed.com: Discover and discuss the
interesting stuff your friends who are on
Twitter, Facebook, and Google
 http://www.socializr.com: Free event
invitations
 Desktop tools for popular social networks
 Tweetdeck: The most popular
 Seesmic: Good for unlimited accounts

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Livecast Hosting
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 Desktop
 http://justin.tv: Copyrighted materials
 http://www.blogtv.com User generated
content
 Streaming Video on Mobile
 http://qik.com: Focus on the individual
mobile phone user
 http://www.kyte.com: Media and
entertainment outlets and enterprises
through branded distribution channels

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Virtual Worlds and 3D chats
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 Virtual Worlds
 Provides an online society within a 3D
world, where users can explore, build,
socialize and participate in their own
economy
 http://secondlife.com: The most popular
 http://www.stardoll.com: Online fashion
 3D chats
 http://www.imvu.com: 3D Avatar Chat
Instant Messenger & Dress Up Game

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Social Gaming
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 Casual gaming portals
 http://gamespot.com: a successful gaming
community
 Social networks enabled games
 http://www.threerings.net
 MMORPG (Massive Multiplayer Online
Role-Playing Game)
 http://www.worldofwarcraft.com

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Sample World Of Warcraft
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Friendster, Facebook, ....
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 Before Facebook becomes popular,
friendster was popular
 A tool in itself is not able to create a
community, only members can
 Members want to use an online community
 Fast
 Easy
 Fun

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No tool to rule them all
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Continuous Online Conversation
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 Online conversations occur all the time
 You can choose whether to have
conversations occur with or without you
 Your brand reputation is not under your
control
 Customers' voices are echoed through
massively present in blogs, forums,
wikis, social networks

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Social Metrics on Social Platforms
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 Blogs
 Age, audience, popularity, RSS feed
subscribers, RSS subscribers / visitors,
comments per post,..
 Microblog
 Total tweets number, average tweets per
day, followings / followers, ...
 Social networks
 Profile richness, age, friends number,
friends of friends number…

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Agenda
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 What is Social Media?
 How Social Media Changes Business
 How Social Media Changes Technology
 How Social Media Changes Society
 Side Effects of Social Media
 Conclusion

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How Social Media Changes Business
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 Changes how businesses do marketing
 From offline marketing or purely online
advertising to also using social media
marketing
 Changes how businesses manage HR
 From recruiting unknown people to well-
known people through social media
 Changes how businesses manage PR
 From publicizing only their own Web sites to
updating their news through social media
services

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What is Social Media Marketing?
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 The act of using social networks, online
communities, blogs, wikis or any other
collaborative Internet form of media for
marketing, sales, public relations and
customer service
 Common social media marketing tools
include Twitter, blogs, LinkedIn,
Facebook, Flickr and YouTube

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Traditional vs. Social Media Marketing
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vs.

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Growth of Social Media Marketing
41http://www.marketingpilgrim.com/2009/04/forrester-social-media-
growth.html

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7 Reasons Why Social Media Marketing
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 Reason #1 Reduced cost
 You pay only the Internet access and
salaries for people who update the content
 You have all the space you need to
advertise and promote what you have

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 Reason #2 Measurable results
 Instead of waiting for Google search
engine to index your Web site on the first
page of its result
 Cannot force Google search engine to show
our Web site on the first page
 With social media you can develop content
and be seen by thousands of visitors

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Google Search Engine
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 Search with keyword “coffee”

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 Reason #3 Flexible
 Many different social media websites, such
as Facebook, Twitter, and LinkedIn
 Use the one that is the most suitable for
your organization or company

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 Reason #4 Audience with all ages

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 Reason #5 No geographical restrictions
 The World Wide Web will do the work for you
 Your products and services will be known
throughout all people around the world
 People at wherever can become your fan
club
 People at wherever can follow you

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 Success with social media will likely
increase the number of inbound links you
receive
 Links will boost your search engine
rankings and they’ll also drive click-
through traffic your way
 Both are generally high quality traffic
sources.

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Starbucks Twitter Found by Google Search

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Twitter Account of Starbucks
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 Reason #6: Eco-friendly
 Imagine how many trees are being cut
down just to come up with yellow pages or
brochures?
 Imagine how much waste is thrown out
when people dump their brochures?
 Social media marketing likely does not use
gas as much as traditional marketing which
requires commuting and transportation

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 Reason #7: Build a relationship with
customers
 Instead of doing outbound marketing to the
masses of people who are trying to block
you out
 Doing "inbound marketing" where you
help yourself "get found" by people already
learning about and shopping in your
industry

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7 Harsh Realities of Social Media Marketing
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 #1 No one is reading your blog
 Technorati tells us there are about 900,000 blog
posts made every 24 hours
 #2 You’ve got to give (some of) your
best stuff away
 You’re going to give away some of your
best, most valuable, most life-improving
material away for free, within a well-
defined content marketing plan

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 #3: It will eat your life (if you let it)
 Know what you want to do with social
media, keep yourself focused, and set a
timer if you have to
 The tools are amazing, but so is their
power to distract you from what you’re
trying to accomplish

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 #4: Social media hates selling
 It’s really hard to sell products and services
in social media, mostly because this
audience hates salespeople worse than they
hate Microsoft
 You may be able to get some limited
success out of it, but more likely you’ll be
banned, blocked, shunned, and abused

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 #5: What they say is a million times
more important than what you say
 People with lousy products, crummy
business practices, and shady backgrounds
get found out
 Word spreads with frightening speed
 Treat people right, because if you don’t,
you will be exposed. And it will not be
pretty

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 #6: A blog is not a marketing plan
 Blogs are cool, but a single useful tool isn’t the
same thing as a solid business and marketing
plan.
 Blogs are just one way to get your best content
out there
 If you’re in social media to do business, you
have to develop a strategy for taking mildly
interested strangers and turning them into
raving fans . . . and customers

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 #7: You don’t get to opt out
 The conversation will happen with or
without you
 If you want to influence the conversation,
you’ve actually got to get into the
conversation

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7 Myths of Social Media Marketing
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 Myth #1: Social media is free
 Fact: You should expect to invest in
social media
 You need to spend employee time or
paying an agency or consultant
 To be effective in social media a great
investment in learning and research is
required

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 Myth #2: Younger People “get” Social
Media
 Fact: Social Use of Social Media is NOT
the Same as Employing it as a Marketing
Strategy
 It takes more than exposure to the medium
– it takes strategy, marketing know-how
and great creative execution

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 Myth #3: Social Media is Easy
 Fact: The Barriers to Entry are Low, but
Getting it Right is Harder
 Social media may be harder than you think –
failure rates in corporate blogs are high
 Many corporate twitter accounts lack any real
engagement
 When using social media to build your
business be prepared to roll up your sleves and
do some work

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 Myth #4: Social Media is Fast
 Fact: Social Media Takes Time
 Social Media takes time – both to listen
and understand the communities as well as
to figure out how to use it effectively.
 Getting it right in social media is difficult,
and it takes trial and error.

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7 Myths of Social Media Marketingb
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 Myth #5: Social Media Can’t Be Measured
 Fact: Social Media is Measurable – But Measure
More than just Followers and Fans
 What are the click through rates to your
corporate site from social sites?
 How many key influencers in your audience
have you connected with?
 How many people retweet you?
 What is your score on Twitter Grader or Klout?
 You can also set up campaigns

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 Myth #6: Social Media is for Everyone
 Fact: Consider Your Strategy First, then Choose the
Tool
 If you don’t have the time or resources to
dedicate to it you may end up wasting your time
completely
 Creating an account that is later abandoned may
end up having negative impacts on your
organization and can signal that you don’t really
care

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 Myth #7: Social Media is a Great Way for
me to Talk
 Fact: Social Media is an Effective Tool for
Listening. Talk Later
 When entering social media, the first question
many people ask is “what should I say?”
 The first question should be “Who should I
listen to?”.

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10 of the Smartest Big Brands in Social Media
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 1) Blendtec Blends it on YouTube
 In the video, Tom Dickson the CEO of Blendtec,
attempts to blend objects in their blender
 This simple idea led to a “five-fold increase in sales”
 Creating funny, original video and leveraging an
already large user base can be used to increase sales

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 2) Burger King and the Sacrifice Facebook Application
 the “sacrifice ten friends” facebook application
 This memorable campaign quickly went viral and was
adopted by over 20,000 users, sacrificing 200,000
friends for free whoppers

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 3) Starbucks Asks for Your Advice
 To get a better handle on consumer feedback,
Starbucks did just that with “My Starbucks
Idea.”
 By empowering their exceptionally web savvy
consumer, Starbucks strengthens their
campaign to add a personal touch to coffee.
 Directly asking your consumers what they want
 Acting on that information and doing it
publicly is key to the success of this campaign

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 4) Sun Microsystems and the CEO Blog
 Sun Microsystem’s CEO Jonathan Schwartz’s
blog received about 400,000 hits a month (in
2006)
 It’s not the number of hits that make his blog a
social media success, but the openness on it
 Positive and negative comments are allowed
 Social media is a culture of transparency and
honesty that must be embraced, leading by
example is one of the best ways to introduce it
to a company.

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 5) IBM with Lots of Blogs
 IBM capitalizes on the intelligence of their
employees to give consumers insight into what
happens behind the scenes
 Users get to see how IBM operates, and are
given a direct connection with IBM employees
 Leveraging your employees to write about
what they love conveys the corporate
dedication to the industry

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 6) Zappos on Twitter
 Zappos use Twitter to highlight interesting facts,
and to talk to their consumers
 Talking to Zappos is like talking to a friend that
happens to sell shoes
 Ingraining social media into the culture of a
corporation means that every consumer
interaction is personal

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 7) IKEAS’s Use of Photo Tagging in Facebook
 Images of new furnitures were uploaded to
his Facebook photo album
 Using the all-popular “tagging” feature,
customers were able to locate items in the
pictures and put their name on it
 The first person to tag an object got to take it
home
 In turn, thousands and thousands of users
willingly promoted IKEA and it’s new store
to others, creating a big win for IKEA

Photo Album of Ikea Store Manager
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 8) Ford and Social Media PR
 Ford’s legal department sent out cease and desist
letters to forum owners using Ford trademarks
 Obviously the story was twisted and changed, and
in the end people were outraged
 What makes this a success story for social media
is that Scott Monty (Ford’s community manager)
was quick to find out what happened and let us
know the true story

Twitter of Head of Social Media at Ford
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 9) Dell Doing it Everywhere
 Embracing social media is a huge undertaking, and
involves a large investment
 Dell didn’t shy away from these obstacles, instead
they’ve gone above and beyond, truly cultivating a
cross-platform community
 They’ve created multiple Twitter handles, a network
of blogs, and are very active on Facebook
 Creating cross-platform strategies can lead to the most
success, especially when your demographic is already
Internet and technologically savvy

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 10) Dunkin’ Donuts
 Dunkin’ Donuts launched a program that helps
coordinate donut runs
 The user creates a list of friends or colleagues
 When that person heads to Dunkin’ Donuts, the
group gets an alert and can let the person know
if they want anything
 The user can either print the compiled order
sheet or view it on their iPhone

Thai Businesses that Use Social Media
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 Federbrau has launched many social media tools
which include Twitter, Facebook, Flickr, and
Youtube
 https://twitter.com/Federbrau_Beer
 http://www.facebook.com/federbrau
 http://www.facebook.com/Changworld?ref=ts
 https://twitter.com/chang_beer
 http://www.flickr.com/photos/changbeer
 Federbrau has organized activities that there were
more than 50000-60000 people participate in
those activities within 2 months

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 Sansiri has used many social media tools which
include Twitter, Facebook, and Youtube
 http://www.twitter.com/sansiriplc
 http://www.facebook.com/sansirifamily
 http://www.youtube.com/sansiritv
 Sansiri has set a campaign through Facebook users
who are at least 30 years old
 It helps Sansiri to increase customers from the
Web and help the sale from Web to be over 155
units which turned to the income about 700
millions Baht

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 HTC uses many social media tools which
include Hi5, Facebook, Twitter, MySpace
 HTC has set up activities and campaigns
through Facebook
 Only Facebook HTC, there are about at least
2,300 users for only 2 weeks
 From the survey of Facebook HTC users, it
was found that 40% of all customers are new

Social Media Tools for HR
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 Join Web application for recruiting people
 RecruitingBlogs.com, HRM Today, ERE.net, and The Fordyce Letter
Network
 Learn how to use LinkedIn
 Update your profile to match your prospects’searches
 Read more Blogs by using an RSS reader
 Talent Management Blog Power Rankings, Top 50 HR Blogs
 Try Twitter
 Connect with thought leaders who share what they're working on,
resources, tips, links to interesting articles
 Use Facebook
 If your company has a fan page on Facebook , promote SMS updates
to potential candidates and promote your latest jobs

Social Media Changes the Game
95
 Candidates can position themselves on the
market and approach company
representatives directly
 Without having to go through staffing
functions (or search agencies)
 Staffing representatives can pre-screen
candidates’s CVs and build relationships
with prospective candidates
 Fewer commuting trips, phones, and emails

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From http://www.slideshare.net/mikelhanson/jobs2web-the-shift-has-hit-the-fan

From http://www.slideshare.net/mikelhanson/jobs2web-the-shift-has-hit-the-fan97

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From http://www.slideshare.net/mikelhanson/jobs2web-the-shift-has-hit-the-fan

Social Media Tools for PR
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 Youtube
 Upload the video about your business for millions viewers
 Facebook
 Have a fan page to attract prospect customers or employees
 Twitter
 Update your current business status and news
 Wikipedia
 Edit your business information
 Blogs
 Update your current business services and products

Engineering Chula Web Site
100

Engineering Chula Fan Page
101

Computer Center KKU Web Site
103

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Agenda
105
 Conclusion

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How Social Media Changes
Technology
106
 Change the way we store data
 Shift from using traditional databases to new
databases, such as Google Bigtable
 Shift from buying our own hardware to store
data to using Internet storage services, such as
Twitter uses Amazon Simple Storage Service
 Change the way people reuse software
 Shift from downloading codes to calling
functions through Web API (Application
Programming Interface)

Social Media Kills the Database
107
 What do we want to do with social media data?
 Store pieces of content for your website so it’s
easy to manage
 Store content from EVERY website on the
Internet
 Track your company’s financial transactions
 Track every credit card transaction for your
multibillion-dollar banking conglomerate
 Store an address so it’s easy to find by a unique
key
 Store every photo on Facebook so it’s accessible
by a unique key

Social Media Kills the Database
108
 What do we want to do with social media data?
 Generate charts and graphs on how your
business did in the last month
 Generate charts and graphs on key analytics
for every piece of Social Media on the Internet.
 Analyze records of how people have accessed
your website and attempt to simulate their
behavior
 Analyze every click ever made on MySpace
and optimize intrasite workflow

Problems of RDBMSs - Scaling
109
 RDBMSs have made the modern business
possible: being able to slice, dice, and analyze data
in a neat, intuitive format is immensely powerful
 The problem is that the price of processing data in
an RDBMS scales exponentially with the amount
of data
 Getting twice the processing speed on twice the data
rarely costs only twice as much
 Their solutions still require expensive hardware, custom
hash algorithms, compression, brittle analysis structures,
and the licenses are enormously pricey

Problems of RDBMSs – Data Format
110
 In addition, developers have become crippled by
being able to only think of data in terms of Rows and
Columns
 There’s a multitude of database paradigms: Graphs,
Trees, Objects, and so on
 Databases limit developers to SQL, which is great for
certain kinds of set mathematics and not much else
 In order to overcome fundamental limitations of DBs,
things like Conditionals, Iteration, String
Manipulation, and more have been hacked into what
was at first an elegant set mathematics language

Problems of RDBMSs – Algorithms
111
 Algorithms (such as MapReduce) which make
data analysis scalable are highly unintuitive in
SQL
 The limitations in the environment lead to a
limitation in engineers’ ability to solve “big data”
problems
 People treat Databases as The Only Way To
Store And Process Lots Of Data, and this leads
them down the Road To Failure

Fundamental Problems of RDBMSs
112
 The row/column approach limits you to one
static storage paradigm
 Updating indices does not scale linearly
 The more data you have, the longer it takes to put it in
 You can’t delete data if your DB gets too large in a
production environment, so performance continually
decays until The Datapocalypse occurs (or you throw
more money at the problem).
 There’s an immense amount of overhead with
transactions

Fundamental Problems of RDBMSs
113
 The internals are totally opaque for most
DB solutions. Optimization, required for
any performance solutions, becomes a
“black art”
 Backups are quite difficult to do – real-time
mirrored, or periodic deltas.
 Normalization is the only way to keep data
sizes from exploding, but joins are
incredibly expensive

The Effect of Scaling Problems
114
 Google (and Yahoo) once ran off of 40,000
MySQL Boxes (later replaced with minty
MapReduce/GFS/HDFS goodness)
 MySpace has about xx,000 Microsoft SQL
Servers (with license fees) to serve their content
 Facebook was spending $1,000,000/month+ for
specialized database hardware just to serve their
photos

Possible Solutions for Storing Data
115
 One of the ideas we’re prototyping is a distributed
Key-Value store that we can perform set
mathematics on
 For our analytics, we just need to support a handful
of operations
 This could be built on top of HBase, Tokyo
Cabinet, Project Voldemort, or a handful of other
distributed data stores

What should be scrapping for Storing Big Data
116
 Transactions
 Taking time especially for big data
 Joins
 Nothing is more evil than normalization when you need to
shard data across multiple servers
 Backup and Complex Replication
 All of data should be imported from HDFS (The Hadoop
Distributed File System)
 Consistency
 If our users are analyzing millions of documents, they’re
not going to care if there’s 15,000 unique Authors, or
15,001

What is HBase?
117
 HBase is the Hadoop database
 Use it when you need random, realtime
read/write access to your Big Data
 This project's goal is the hosting of very large
tables -- billions of rows X millions of columns -
- atop clusters of commodity hardware
 HBase ia an open-source, distributed, column-
oriented store modeled after Google' Bigtable: A
Distributed Storage System for Structured Data

What is Google BigTable?
119
 Bigtable is a distributed storage system for managing
structured data that is designed to scale to a very large
size: petabytes of data across thousands of commodity
servers
 Many projects at Google store data in Bigtable,
including web indexing, Google Earth, and Google
Finance
 Bigtable has successfully provided a flexible, high-
performance solution for all of these Google products

Google App Engine for Java
120

What is Amazon S3?
121
 Amazon S3 is storage for the Internet
 It is designed to make web-scale computing
easier for developers
 Amazon S3 provides a simple web services
interface that can be used to store and retrieve
any amount of data, at any time, from anywhere
on the web
 The service aims to maximize benefits of scale
and to pass those benefits on to developers

Application Architecture with S3
122

Software as a Service
124
 Software as a service (SaaS, typically pronounced
'sass')
 A model of software deployment whereby a provider
licenses an application to customers for use as a service on
demand
 SaaS software vendors may host the application on
their own web servers or download the application to
the consumer device
 Nine out of ten companies plan to grow their use of
software-as-a-service (SaaS) in the next year,
according to a survey by Gartner

The Explosion of Web APIs
125
ฆFrom

Top APIs at ProgrammableWeb
126
API = Application Programming Interface
an interface that a software program implements in
order to allow other software to interact with it

Top Mashups at ProgrammableWeb
127
 In web development, a mashup is a web page or
application that combines data or functionality from
two or more external sources to create a new service

Sample Mashup: WeatherBonk
129

130
Agenda
130
 What is Social Media?
 How Social Media Changes Business
 How Social Media Changes Technology
 How Social Media Changes Society
 Side Effects of Social Media
 Conclusion

131
How Social Media Changes Society
131
 Change the news channels
 From hard copy of newspapers, TVs, and
radios to also using Twitter
Change how politicians communicate to
people
From just using TV, radios, or newspapers
to also using Twitter and Facebook
 Change the way we teach in the college
classroom
 There is the opportunity to engage with so
many different people instantly

Is Twitter The 21st Century News Source?
132
 Twitter's constantly updating record of up-
to-the-minute reaction
 Michael Jackson, the Twitter effect, and
the 'science' of reporting
 It has also helped many celebrities, athletes
and politicians bypass the media to get their
message directly to their audience

Twitter and Higher Education
135
 Some schools are offering classes and even
entire degree programs on topics such as Twitter
and social media
 http://twitter09.wordpress.com/
 The one-year course at Birmingham City University
will consider social networking sites as
communications and marketing tools
 Some classes can use Twitter as a channel to
summarize and share information that each
student searches

Sharing Knowledge Through Twitter
136

137
Agenda
137
 Conclusion

Side Effects of Twitter & Facebook
138
 Facebookers, and Twitterers are more prone
to attack by burglars
 These sites could face higher insurance
premiums because burglars may be using them
to find out their personal details
 Millions of users post details about their home,
as well as holiday plans, acting as an invitation
to the burglars

Side Effects of Facebook
139
 Facebook Can Get You Fired
 You may spend too much working time in using
facebook
 You may criticize about employers
 Montana officer resigns over Facebook
comments
 Be careful when you write comments on
Facebook
 A US police had to resign because he posted who-
posted comment abou putting stupid people in jail

Some Bans Social Media Sites
140
 The US Marines issued an order Monday that bans
social media sites including Twitter, Facebook and
MySpace on its network
 The sites increase the risk of sensitive information leaking
out to adversaries, the order explains
 Based on a study commissioned by Robert Half
Technology, an IT staffing firm
 54% of U.S. companies say that they have banned
workers from using social networking sites
 Nucleus Research, an IT research firm, reported in July
that employee productivity drops 1.5% at companies that
allow full access to Facebook in the workplace

Conclusions
141
 Social media are places, tools, services allowing
individuals to express themselves in order to
meet or share
 Social media has been used for many businesses
and several sectors of society
 Social media has motivated better technologies
to deal with big data
 We should use social media with an objective
and a planned strategy in a proper time

Thank you
krunapon@kku.ac.th
http://www.facebook.com/tom.kanda
http://twitter.com/krunapon
http://gotoknow.org/blog/krunapon
http://gear.kku.ac.th/~krunapon
kanda.runapongsa@googlewave.com
142

143
References
143
 http://www.fredcavazza.net/2008/06/09/soci
al-media-landscape/
 http://download.cnet.com/8301-2007_4-
10155181-12.html
 http://blog.brothersoft.com/tag/windows-
live-messenger-2009/
 http://en.onsoftware.com/video-chats-
enabled-in-google-talk/video-chats-enabled-
in-google-talk/

144
References
144
 http://keng.com/2009/01/07/thailand-social-
media-list/
 http://www.linkedin.com/answers/technolog
y/software-development/TCH_SFT/281789-
95459?browseCategory=TCH_SFT
 http://socialmediaanswers.com/niche-social-
networking-sites/
 http://blog.case.edu/lev.gonick/2008/05/13/li
nkedin_social_networking_and_creating_va
lue_for_alumni_at_case_western_reserve_u
niversity

145
References
145
 http://en.wikipedia.org/wiki/Lifestreaming
 http://answers.yahoo.com/question/index?qi
d=20081228222340AAhQMIQ
 http://blogs.zdnet.com/feeds/?p=110
 http://en.wikipedia.org/wiki/Social_media_
marketing
 http://traffikd.com/smm/worth-your-time/
 http://blog.hubspot.com/blog/tabid/6307/bid
/2989/Inbound-Marketing-vs-Outbound-
Marketing.aspx

146
References
146
 http://bootcampdigital.com/7-myths-of-
social-media-marketing-revealed/
 http://mashable.com/2009/02/06/social-
media-smartest-brands/
 http://mindjumpers.wordpress.com/2009/
08/07/pepsi/
 http://www.bangkokbiznews.com/home/
detail/it/it/20090815/69098/โซเชียล-เน็ตเวิร์ค
กิ้ง-..มาร์เก็ตติ้ง-24-ชม...html

References
147
 http://www.roadtofailure.com/2009/06/19/social-media-
kills-the-rdbms/
 http://www.itworld.com/saas/58645/gartner-saas-grow-
90-organizations
 http://en.wikipedia.org/wiki/Software_as_a_service
 http://en.wikipedia.org/wiki/Application_programming_i
nterface
 http://en.wikipedia.org/wiki/Mashup_(web_application_
hybrid)
 http://mashable.com/2009/11/25/facebook-marketing-
ikeas-genius-use-of-photo-tagging/

References
148
 http://www.fistfuloftalent.com/2008/12/5-mustuse-
social-media-tools-for-hr-recruiting-professionals-in-
2009.html
 http://www.sporez.com/honeyjar/?p=363
 http://www.huffingtonpost.com/2009/07/01/is-twitter-
the-21st-centu_n_223903.html
 http://www.guardian.co.uk/technology/blog/2009/jun/26
/michaeljackson-twitter-blogs-reporting
 http://www.onlinecolleges.net/2009/08/10/25-twitter-
projects-for-the-college-classroom/
 http://mashable.com/2009/08/04/us-marines-social-
media-ban/

149
Image Sources
149
 http://adamstrange.com/Yellow-Page-Ad-Design/Yellow-Page-
Advertising.gif
 http://media.compete.com/site_media/upl/img/AK-SN3.gif
 http://www.marketingblog.co.za/wp-content/tv_advertising.jpg
 http://blog.arpitnext.com/wp-content/uploads/2009/03/social-
network-site-button.png
 http://asiatours.net/thailand/images/thai_money.jpg
 http://www.centernetworks.com/amazon-s3-hosts-8-billion-
objects
 http://docs.amazonwebservices.com/AmazonS3/latest/images/de
vpay_installations.gif
 http://bootcampdigital.com/7-myths-of-social-media-marketing-
revealed/

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