This is a presentation for Chennai Chapter of ISACA. (http://www.isaca-chennai.org/isaca/viewevent.jsp?viewid=176852)

1. Social Networking-
Future Trends and Its Impact on Society and Business
Dr.K.Prabhakar-SRM University PDM-ISACA 1

2. Structure of Presentation
1. Facts and Trivia
2. Reality Check
3. Sanity Check (Be a skeptic)
4. Why Social Media
5. How I use it?
6. Role of Auditors
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3. Some Facts Social Networking
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4. PDM-ISACA 4

5. Please refer to the following site for
complete data
 http://www.jeffbullas.com/2012/04/23/48-
significant-social-media-facts-figures-and-
statistics-plus-7-infographics/
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6. Facts about Facebook
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7. PDM-ISACA 7

8. Facts about Facebook
 250 Million Photos
 2.7 billion Likes
 37 million pages with 10+ likes
 425 million mobile users
 57% are female
 43% are male
 Average of 20 minutes per view
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9. Some Trivia about the Enterprise
 Mark Zuckerburg (CEO of Facebook) calls himself a
“Harvard Graduate” when in fact he didn’t graduate
(apparently his reply is that “there isn’t a setting for
dropout”)
 Australian’s spend more time per month on Facebook
than any other country at over 7 hours on average per
month.
 Facebook was initially bank-rolled by Peter Thiel the co-
founder of PayPal for $500,000.
 It is the second biggest website by traffic behind Google
Facebook is now valued at approximately $100billion
 Facebook makes money through advertising and virtual
products and its revenue has crossed only one billion.
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10. Twitter
Twitter is still the enigma of the social networking
fraternity with its usefulness questioned by a lot of
people. Its simplicity is still its main attraction
along with its immediacy in breaking news about
the latest ”events”.
 Research shows that the main reason people
retweet is due to interesting content.
 As it approaches its sixth birthday its revenue is
slowly climbing with projections that in 2012 its
income will hit $260 million.
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11. Some facts and figures about
Twitter
 There are over 465 million accounts
 175 million tweets a day
 1 million accounts are added to Twitter every day
 Top 3 countries on Twitter are USA at 107 million, Brazil
33 million and Japan at nearly 30 million
 Busiest event in Twitter’s history is now “Castle in the
Sky” TV screening 25,088 tweets per second (previous
record was the last minutes of the 2012 Superbowl with
10,245 tweets per second).
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14. Linkedin
LinkedIn started in 2003 as a professional business social network
and as of February 2012, has over 150 million members according
to the official press release from LinkedIn.
 2 new members join every second
 USA leads membership at more than 57 million, Europe has more
than 34 million members
 60% of its members live outside the USA
 In 2011 there were 4.2 billion professionally oriented searches on
the LinkedIn platform
 LinkedIn now has over 2,116 employees (at the beginning of 2010 it
had only 500)
 The fastest growing demographics are students and recent college
graduates
 Revenues for 2011 reached $522 million
 LinkedIn is the 36th most visited website in the world
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15. Do you remember ORKUT?
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16. Google+
It is expected that Google’s new social network
Google+ will hit 400 million users by the end of 2012. It
needs to be kept in mind that Google+ is more about
being “core” to Google’s social web strategy as it aims to
embed social signals into its whole web and search
strategy as it aims to continue to be relevant in an
increasingly social and mobile web.
 Google makes it mandatory to join Google+ when you
register for a Gmail account which really amounts to it
being a forced membership. This non organic strategy
means that its engagement levels are extremely low at 3
minutes per month compared to Facebook at 405
minutes, in fact they are less than MySpace.
 It must be also kept in mind that Google+ is the glue that
connects Google’s other social and web properties such
as YouTube, Android and of course search.
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17. Some Google+ Facts and Figures
 It was launched on June 28, 2011
 Google+ reached 10 million users by July 14,
2011
 67% of Google+ users are male
 Google “+1″ button is served more than 5 billion
times daily
 It is gaining 625,000 users per day
 In less than one day the Google+ iPhone app
became the most popular free application in the
Apple App store
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18. Youtube
 3rd most visited website according to Alexa
 2 billion views per day
 It handles 10% of the internet’s traffic
 Average YouTube user spends 900 seconds per
day
 44% of YouTube’s users are aged between 12
and 34
 Over 829,000 videos are uploaded every day
 Average video duration is 2 minutes 46 seconds
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19. Instagram
 Instagram on the surface appears very simple. It is an
app for your mobile phone that allows you to take a
photo, apply a filter to make it look awesome and then
you can share it on Twitter, Facebook or to your email
straight from the phone.
 The headline about this social network was its
acquisition for $1 billion by Facebook. This was despite
the fact that it hadn’t made a dollar of profit. Despite this
sizable investment it could be a very strategic and savvy
move by Facebook that confirms its crown as the top
photo site in the world. It also reminds me of Google’s
purchase of YouTube for $1.65 billion in 2006 which
proved to be a great decision in hindsight.
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21. Some Facts
 Founded in March 2010 with the initial name of “Burbn” by Kevin
Systrom and Mike Kreiger with the $500,000 in seed funding.
 It was launched in the Apple “app” store in November of 2010. In
February of 2011 they raised an additional $7 million including an
investor called Jack Dorsey of Twitter fame. Zero revenue model.
 Instagram reached the milestone of 1 million users in December
2010 (only 9 months after being founded and only 1 month after
going live in the Apple “app” store) with zero marketing costs.
 In August 2011 Instagram users had uploaded 150 million photos
 10 million users were using the app by September 2011
 Version 2.0 released including high resolution photo capability
 The release of the Android app version saw 1 million downloads in 1
day!
 April 2012, Instagram reaches the new milestone of 30 million users
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22. Pinterest
 It appears that simple ideas are sometimes the best.
 Twitter is a minimalist 14o character social network,
Instagram is a simple social sharing photo sharing app
and Pintrest is about pinning images and videos that you
like to an online pin board.
 Maybe it is evidence of a cry for simplicity and efficiency
in a time poor society.
 Pinterest was established in December 2009 and
launched as a closed beta in March 2010. It is barely 2
years old.
 It wasn’t until the beginning of 2011 that it reached
10,000 users. Its breakthrough moment appears to be
the inclusion in Time magazine’s “50 Best Websites of
2011”
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23. Pinterest
 Some more Pinterest Facts and Figures
 December of 2011 Pinterest became one of the top 10
largest social networks with 11 million visits per week
 In January it was driving more referral traffic traffic to
retailers than LinkedIn, YouTube and Google+
 Over 10.4 million registered users
 Nearly 12 million monthly unique vistors
 Most of the sites users are female
 97% of the site’s Facebook “likes” are by females
 It is the fastest site in history to break through the 10
million unique visitor mark
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25. What it means for Business?
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26. Peek Analytics
(http://www.peekyou.com)
 Name Pull (X) Total Audience Identified Consumer Count
Consumer Ratio
 Chris Brogan 2,859 193,999 115,810 59%
 Ann Handley 2,788 111,619 64,305 57%
 Gary 906,833 376,149 41%
 Robert Scoble 2,089 220,062 114,630 52%
 Scott Stratten 2,079 108,497 69,060 63%
 Reg Saddler 1,839 151,673 75,941 50%
 Jason Falls 1,821 45,859 30,815 67%
 Scott Monty 1,776 63,436 38,815 61%
 Mari Smith 1,651 127,973 71,591 55%
 Pam Moore 1,458 66,618 38,322 57%
 That list looks different if you include the wider social network of their
followers. For example Ann Handley’s followers have a substantially larger
average social network size than Chris Brogan’s followers.
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27. Is blogging still relevant?
 Writing a blog provides an opportunity to establish oneself as
thought leader. On your blog, you can share your expertise and
know-how with your audience.
 A blog can be a basis of your social media strategy. A blog provides
you with a flexible platform that can be easily connected to other
channels to drive traffic both in and out of your blog posts. Since
there are less limitations on the size and format of content you can
provide a greater context than you are able to do on Facebook or
Twitter.
 Blog content has a longer shelf life. Unlike content on Facebook and
Twitter that only appears for a few minutes or hours, blog posts can
continue to bring in traffic even days, weeks and months after they
are published.
 A blog can serve as an alternative to a web site. If you are thinking
of establishing a web presence for your organization, a business
blog may be a more palatable, cheaper alternative than a full blown
website.
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28. What experts say
 Blogging is absolutely still relevant, and more important
than ever as part of a cohesive content strategy. Social
media sites like Facebook and Instagram are all spokes
that should ideally lead back to your own brand. Blogs
are one of the best ways to create a central hub to which
all your social media spokes lead. Great content is the
backbone of social media, and you need somewhere to
house your content. That most often takes the form of a
blog.
 Shane Snow - contently.com
 Shane Snow is Co-Founder of Contently, a NYC based
startups that connects brands with great writers.
 (http://www.zemanta.com/is-bloging-still-relevant-media-
for-web-audience/)
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29. Reality Check
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30. Why this medium becomes so
powerful?
 President Obama’s victory is attributed to
his campaign in the social media.
 It helped in Middle East Revolution.
 Occupy Wall Street has become a world
wide phenomena.
 Anna Hazare’s anti corruption got a boost
from social media.
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31. Power of Context
 Globalization
 Changes in Demographics
 Rise in Global Inequalities
 Global migration
 Empowerment of women
 Anomies
 Disbelief in advertisements and organizations
 Trust
 Boredom at work
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32. Why social networking is so
powerful to influence causes?
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33. Law of Few
 Few people take up a cause with total passion.
 Examples: Anna Hazare and his team, Eqitas in
Chennai, Pragathinagar in Hyderabad, Occupy
Wall Street
 The few people approximately have 150
followers, called as Dunbar number.
 I have taken takes ideas from the book Tipping
Point
 (http://en.wikipedia.org/wiki/The_Tipping_Point)
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34. Stickiness Factor
 The digital and mobile environment
provide the needed stickiness.
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35. Connectors
 Connectors are those who have ties in
different realms and act as conduits to
engender connections, relationships and
cross fertilization of ideas.
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36. Mavens
 Mavens are the people who have strong
compulsion to help others to make correct
decisions. Even at their own cost.
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37. Sanity Check
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38. Tipping Point is created by the
presence of these antecedent
factors. It is not created by
Twitter or Facebook. It is not
twitter revolution, it is
revolutions helped by twitter or
any social network site.
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39. Why Social Media for Business and
Society?
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40. System dynamics view
 Price determination in economics is by
intersection of demand and supply.
 In reality it is not so. We are not in
continuous adjustment.
 We are live in friction. Things do not
change as fast in order to reach
equilibrium.
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41. Analogy of Sandpile
 Large systems are like sand piles.
 Few grains added change the local
structure.
 After some time added grains cause
avalanche.
 The avalanches that we see make the
difference for culture and business with
respect to social networking.
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42. Thank you
 Q and A
 If you have any questions please do
contact profkprabhakar@gmail.com
 Cell: 9790701612
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