Social networking allows individuals to construct public profiles, connect with others, and view connections within the system. It has evolved from early 20th century ideas to today's major sites like Facebook. Networks can be analyzed at the micro, meso, and macro levels. While social networking provides benefits like strengthening relationships, it also poses privacy and addiction risks. The growth of social networks is evidenced by increasing related patents over time.

1. SOCIAL
NETWORKING
School Of Computing Sciences.
Prepared By-Pranjal Saikia.
Branch- Msc. IT 2nd Sem.

2. CONTENTS
 Introduction
 History Of Social Networking
 Evolution graph a social Network
Barbasi Model
 Social Network & Science
 Social Network & Education
 Social Network & Employment
 Levels Of Analysis
Micro-level
Meso -level, and
Macro-level.
 Social Networking Services

3. CONTENTS cont..
 Features Of Social Networking
 Advantages Of Social Networking
 Disadvantages Of Social Networking
 Benefits Of Social Networking
 Top 10 Social Network Sites
 Privacy
 Notifications on websites
 Access to Information
 Unauthorized Access
 Psychological effects of Social Networking
 Growth in Social Network Patents

4. Introduction
 The social network is a
theoretical construct useful in
the social sciences to study
relationships between
individuals, groups,
organizations, or even entire
societies.
 Such networks provide an
extremely suitable space to
instantly share multimedia
information between
individuals and their
neighbors in the social graph.

5. History Of Social Networking
In the late 1800s, both Emile
Durkheim and Ferdinand Tonnies
foreshadowed the idea of social networks
in their theories and research of Social
groups.
In the early 1930s Dr. Jacob Levi
Moreno introduced the sociogram
In 1954, anthropologist J. A. Barnes
used the phrase "social network" to
describe the complex relationships .

6. Evolution graph of a social network:
Barabasi Model
 The Barabási –Albert (BA) model is an algorithm for
generating random scale-free networks using a
preferential attachment mechanism.
 Scale-free networks are widely observed in natural and
human-made systems, including the Internet, the world
wide web, citation networks, and some social networks.
The algorithm is named for its inventors Albert-Laszlo
Barabasi and Reka Albert.

7. Barabasi–Albert model

8. Social networks and science
 Julia Porter Liebeskind et al. have
published a study on how new
biotechnology firms are using social
networking sites to share exchanges
in scientific knowledge
 Social networking is allowing
scientific groups to expand their
knowledge base and share ideas, and
without these new means of
communicating their theories might
become "isolated and irrelevant".

9. Social networks and education
Social networks and their
educational uses are of
interest to many
researchers. According to
Livingstone and Brake
(2010), “Social
Networking Sites, like
much else on the Internet,
represent a moving target
for researchers and policy
makers.

10. Social networks and employment
A final rise in social network use is being driven by
college students using the services to network with
professionals for internship and job opportunities.
Many studies have been done on the effectiveness of
networking online in a college setting, and one
notable one is by Phipps Arabie and Yoram Wind
published in Advances in Social Network
Analysis.

11. Levels of analysis
 In general, social networks are self-organizing, emergent,
and complex, such that a globally coherent pattern appears
from the local interaction of the elements that make up
the system.
 These patterns become more apparent as network size
increases.
Self-organization of a
network, based on
Nagler, Levina, & Timme,
(2011)

12. Levels Of analysis are :
 Although levels of analysis are not
necessarily mutually exclusive, there are
three general levels into which networks
may fall :
Micro-level, Meso -level, and Macro-
level.

13. Micro level
At the micro-level, social network research
typically begins with an individual,
snowballing as social relationships are
traced, or may begin with a small group of
individuals in a particular social context.

14. Social Network diagram :
Micro-level.

15. Meso level
In general, meso -level theories begin
with a population size that falls between
the micro- and macro-levels.
However, meso -level may also refer to
analyses that are specifically designed to
reveal connections between micro- and
macro-levels.

16. Social Network diagram:
Meso-level.

17. Macro level
Rather than tracing interpersonal interactions,
macro-level analyses generally trace the outcomes of
interactions, such as economic or other resource
transfer interactions over a large population.
Large-scale networks: Large-scale network is a
term somewhat synonymous with "macro-level" as
used, primarily, in social and behavioral sciences, in
economics.

18. Social network diagram :
Macro-level.

19. Social Networking service
 A social networking service is a platform to
build social networks or social relations
among people who, for example, share
interests, activities, backgrounds, or real-life
connections.
 Social networking sites allow users to share
ideas, pictures, posts, activities, events, and
interests with people in their network.

20. Features Of Social Networking
There are Basically 2 Types :
1. Typical features
2. Additional features

21. Typical features
 The Role of Networked Publics in Teenage
Social Life", social networking sites share a
variety of technical features that allow
individuals to: construct a public/semi-
public profile, articulate a list of other users
that they share a connection with, and view
their list of connections within the system.

22. Additional features
Some social networks have additional features,
such as the ability to create groups that share
common interests or affiliations, upload or
stream live videos, and hold discussions in
forums.
Geosocial networking co-opts Internet
mapping services to organize user
participation around geographic features and
their attributes.

23. Advantages Of Social Networking
The main advantage of social networking site
is that it helps in establishing connection with
people, friends and relatives.
It helps in sharing one’s view, share pictures
and lots of other stuffs.
Allows employees to discuss ideas, post news,
ask questions and share links.

24. Disadvantages Of Social
Networking
Opens up the possibility for hackers to commit
fraud and launch spam and virus attacks.
One of the major disadvantages of using social
networking websites are the students get
addicted to it.
They used to spend hours in those social
networking sites which can obviously degrade the
student’s academic performance.

25. Benefits Of Social Networking
 Social networking can provide opportunities
for new relationships as well as strengthening
existing relationships, whether your kids’
friends are close to home or across the world.
Online communities can be very diverse and
expose your child to many new viewpoints,
ideas, and opinions that she may not be
familiar with.

26. The above Graphical Representation shows the different use of
social media tools by B2B and B2C businesses. It is clearly seen that
B2C businesses have a stronger social media presence on Face book,
YouTube, Daily deals and photo-sharing sites as compared to B2B
businesses that are more focused on Twitter, LinkedIn and blogging.

28. Privacy
Privacy concerns with social networking
services have been raised growing concerns
amongst users on the dangers of giving out too
much personal information and the threat.
Users of these services also need to be aware of
data theft or viruses.

29. Notifications on websites
There has been a trend for social networking
sites to send out only "positive" notifications to
users.
This allows users to purge undesirables from
their list extremely easily and often without
confrontation since a user will rarely notice if
one person disappears from their friends list.

30. Access to Information
 Many social networking services, such as Face book,
provide the user with a choice of who can view their
profile.
This prevents unauthorized user(s) from accessing their
information.
 To edit information on a certain social networking service
account, the social networking sites require you to login
or provide a password. This prevents unauthorized
user(s) from adding, changing, or removing personal
information, pictures, and/or other data.

31. Unauthorized Access
There are different forms where user data in
social networks are accessed and updated
without a user's permission.
The survey found that online social network
accounts had been subject to unauthorized
access in 60 million cases in 2011.

32. Psychological effects of Social
Networking
As social networking sites have risen in
popularity over the past years, people have
been spending an excessive amount of time on
the Internet in general and social networking
sites in specific.
Social networking can also affect the extent to
which a person feels lonely.

33. Growth in Social Network Patents

34. References
 Social Media Marketing All-In-One For
Dummies 1st Edition
by Doug Sahlin Jan Zimmerman
 FACEBOOK MARKETING FOR DUMMIES
2ND EO 2nd Edition
by Paul Dunay , Richard Krueger
 Websites : www.wikipedia.com
www.slideshare.com

35. THANK YOU