Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Kinsthwamba Siani
CRITICAL EVALUATION OF SOCIAL NETWORKING SITES
August 2010
0
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
ABSTRACT The development of Social Networking Sites has shifted the dream behind the World Wide Web that was a common online library where scientific community freely read or accessed information. The progress of this technology allows information exchange in diverse format from simple text to video, sound, and images, giving to every individual a virtual space to send, receive and disseminate information worldwide through the Internet and belong to online community. Individuals are now interlinked and able to communicate in real-time with one another, making online communties a reality. Whatever his/her location is, an individual is able to belong to a community that he/she assumes to share common interests. This is where the concept of Social Networking Sites1 comes from. These sites are becoming so popular across all ages, gender and groups of interests (social, political, cultural, and economical). Their evolution has changed the conservative meaning of community, which is supposed to be physical in terms of space and human contact. If Social Networking Sites’ mission of interconnecting people is valuable to users, what about the normal human socio-cultural relationship and physical contact? Do these sites guarantee their wished objectives in terms of effectiveness2 of interconnecting people and security of communication? The project aims to seek answers to the above questions through critical evaluation of a range of literature on social networking sites concepts, features, design, and users experience before suggesting a prototype of Social Networking Site model that if set up, could respond to the needs of effective communication and security of SNS users. Clearly the focus of this project is not to analyse Social Networking Sites contents but what features are in such websites, and what users experience whilst interacting.
1 Social Networking Sites are also called\Social media 2 Effectiveness refers to acceptability and productivity of the system fitting in with user’s needs of communication.
1
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
TABLE OF CONTENT DECLARATION OF ORIGINALITY..........................................................................1 ABSTRACT..............................................................................................................2 ACKNOWLEDGEMENTS........................................................................................3 CHAPTER ONE: INTRODUCTION.........................................................................4 1.1. Choice of the topic.............................................................................................5 1.2. Project Aim and Objectives...............................................................................5 1.3. Expected Project Limitations.............................................................................6 1.4. Methodology......................................................................................................7 1.5. Project Plan.......................................................................................................7 1.6. Summary...........................................................................................................8 CHAPTER TWO: BACKGROUND..........................................................................9 2.1. Social Networking Sites Background................................................................9 2.2. Development of Social Networking Sites..........................................................9 2.3. Social Networking Sites Subscribers Statistics............................................... 2.4. Social Networking Sites and Gender..............................................................13 2.5. Social Networking Sites Definitions.................................................................14 2.6. Digital Society and Social Networking Sites....................................................15 2.7. Social Networking Sites Concept....................................................................16 2.8. Social Networking Sites Motivation.................................................................17 2.9. Categories of Social Networking Sites Users..................................................18 2.10. Social Networking Sites Types......................................................................21 2.11. Characteristics of Social Networking Sites....................................................21 2.12. Common Objectives of Social Networking Sites...........................................22 2.13. Social Networking Sites Membership............................................................23 2.14. Summary.......................................................................................................26 CHAPTER THREE: SOCIAL NETWORKING SITES FEATURES.......................27 3.1. Social Networking Sites Selection...................................................................27 3.2. Social Networking Sites Common Functionality..............................................27 3.3. Common feature of Social Networking Sites...................................................28 3.4. Selected Social Networking Sites Features List..............................................28 3.5. Facebook main Features................................................................................29 3.6. MySpace main Features.................................................................................31 3.7. Social Networking Sites Software...................................................................31 3.8. Benefits of Social Networking.........................................................................32 3.9. Social Networking Sites Disadvantages..........................................................35 3.10. Social Networking Sites and Privacy.............................................................37 3.11. Social Networking Sites Death .Expectation.................................................40 3.12. Social Networking Sites Privacy Settings............. ........................................40 3.13. Social Networking Sites Effectiveness..........................................................46 2
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
3.14. Current Social Networking Sites Legislation in EU/UK.................................47 3.15. Summary.......................................................................................................47 CHAPTER FOUR: REPORT EVALUATION.........................................................48 4.1. Report Evaluation............................................................................................48 4.2. Questionnaire Design......................................................................................48 4.3. Participants Sample Selection........................................................................48 4.4. Data Gathering Methodology..........................................................................49 4.5. Evaluation Results and Analysis.....................................................................49 4.6. Social Networking Sites Design Issues and Critics.........................................50 4.7. Summary.........................................................................................................51 CHAPTER FIVE: PROTOTYPE DESIGN..............................................................52 5.1. Prototype Objectives.......................................................................................52 5.2. Prototype Characteristics................................................................................52 5.3. Social Context of the Prototype.......................................................................53 5.4. Technical Requirements.................................................................................53 5.5. Requirements Specification Methodology.......................................................54 5.6. Prototype Design Methodology......................................................................55 5.7. Prototype Development...................................................................................56 5.8. Feasibility Analysis and Design.......................................................................57 5.9. Usability Analysis Design................................................................................58 5.10. Web Design-Functionalities..........................................................................59 5.11. Web Page Layers..........................................................................................61 5.12. Web Page Storyboard...................................................................................62 5.13. CanUseeMe System Functionality Principle.................................................72 5.14. System Functionality Scenarios....................................................................72 5.15. Prototype Screen Print..................................................................................74 5.16. CanUseeMe Design Legal and Ethical Issues..............................................87 5.17. Summary.......................................................................................................87 CHAPTER SIX: CONCLUSIONS AND RECOMMENDATIONS...........................88 6.1. Recommendations..........................................................................................88 6.2. Further Research Proposal.............................................................................89 6.3. Conclusion......................................................................................................90 LIST OF REFERENCES........................................................................................91 LIST OF APPENDICES.........................................................................................97
3
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
CHAPTER ONE: INTRODUCTION
Since existence, humans have had a vital need to stay in contact with one another through
communication.
Merriam
Webster’s
online
dictionary
defines
communication as “a procedure by which information is exchanged among individuals through a common system of symbols, signs, language or behaviour”. Communication refers to people involved in duplex interaction and is characterised by numerous factors such as: age, gender, culture, physical look, educational level, IT literacy, context, physical/psychological feeling, etc. The temper of those involved in communication influences both their actions and reactions to the behaviour of others. This also is the case with those involved in online social interaction. During the contemporary period, Postal service played a vital role to fulfill human communication needs; allowing people, businesses and institutions to be linked and networked. In the recent decade, the Internet in general, and web-based system in particular that support Social Networking Sites (SNS)3 has split the role with postal service, not only by providing speedy services but also in linking an important number of people for a single communication than postal service can do. The value of modern technology (web-based) in today’s existence is significant. As an information society, people rely on computer and computing activities to store and share data on daily basis. Social Networking Sites in particular have become part of the daily life for many people. Individuals, irrespective of age, gender, location and IT literacy level are expected to use this modern communication technology. If Social Networking Sites’ mission of interconnecting people is valuable to users, what about the normal human socio-cultural relationship and physical contact? Do these sites guarantee their wished objectives in terms of effectiveness of interconnecting people and security of communication?
3 The term "social network sites" and the term "social networking sites" are often used interchangeably. Some use the term social media also. For the purpose of this research we consider "Networking" as it emphasises relationship initiation, often between strangers.
4
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
While these sites create virtual bridges to connect people, does it require more effort to make human relationships more meaningful and secure from software designers? Any bad design and major misuse problems could potentially endanger the further development of the information society and hence the world evolution. This motivates researchers to look into what is now called Social Networking Sites (SNS). This project intends to seek answers to the above questions through critical evaluation of selected Social Networking Sites followed by a prototype design proposal that might contribute to the response of the question.
1.1. Choice of the Topic
The choice of the topic is purely a matter of personal interest. The interest is in the features provided by these sites to meet users’ needs.
1.2. Project Aim and Objectives
The aim of this project is to critically evaluate and write a report on current Social Networking Sites used by individuals/groups of people to maintain offline relationships online, create new contacts, and search for new opportunities with the intent to gain social capital that is discussed in detail in chapter two. The aim of the project will be achieved following the objectives below: Analysis of SNS (development and features); Analysis of the benefits offered to the users of these sites; Analysis of the impact of these sites on people’s relationships; Analysis of the effectiveness of Social Networking Sites; Analysis of potential threats linked to the use of these sites; Analysis of the EU legislation on Social Networking Sites The project includes a prototype design of a Social Network Site and recommendation on how these sites should be used and how they could be developed to maximise their effectiveness. 5
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
1.3. Expected Project Limitations
Since this project will at some point involve human beings, it is expected that it might face some limitations that are identified below.
1.3.1. Data collection In order to compare literature review to on-field information, there is a need to aggregate data required to complete this project through a questionnaire. The use of questionnaire inevitably implies getting in contact with individuals. It is known that individuals have the right to refuse or withdraw at any time from participating in the research activity. If this occurs, it will be considered as a limitation to the research. The corrective action will be to undertake this step of the project sooner, so that in case of participants withdrawing from the research, replacing as soon as possible will ensure that the project’s progress is not obstructed.
1.3.2. Time limitation The research report has a submission deadline that require the researcher to undertake a broad literature review related to the topic, data gathering, analysis and discussions, prototype design proposal and final report written up. Bearing in mind that volunteer participants to this research have their own commitments, it is anticipated that the factored time to comply with the deadline of completion will be a limitation if a suitable scheduling of activities is not done with respect to the timing.
1.3.3. Number of selected SNS
The family of Social Networking Sites is very broad. This makes it difficult to investigate all given the limitation of time for this research. Therefore, only two have been picked for the purpose of this project. Hence, it will be wrong to generalise with authority any findings from the investigated SNS to those that were not part of this evaluation.
6
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
1.4. Methodology
To achieve the aims of the project, literature reviews suggest a number of methods that are available and can be used. This project will make use of Deskbased and Questionnaire methods.
1.4.1. Desk-based This method essentially constitutes broad literature review. The desk-based method of research was adopted to guarantee that as much information as possible related to the aim and objectives of the project are aggregated.
1.4.2. Questionnaire Questionnaire is the most frequently used method of gathering information in research (Walonick 2004). It is used for surveys and interviews. If the information gathered from the use of the questionnaire is accurate, it increases the chance of making high-quality judgment. A structured set of open and closed questions were drawn up, targeted at information that will help to evaluate SNS:
The features
Services
Effectiveness as users experience in terms of awareness level of online threats and privacy settings.
Closed and quick to answer questions were used to gather facts about users and to quantify the results of the survey. Open questions were employed to allow respondents to add further information and opinions.
1.5. Project Plan
To measure the progress, the project has been divided into sections with time to complete the section as illustrated in Gantt chart 1 (appendix 1). However, these
7
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
time slots are not stringent; adjustment may occur depending on unpredicted situation all through the research process. The structure is as shown in table of content. A review to keep track of the research progress was also subdivided into tasks in Gantt chart 2 (appendix 2) and a last refine in Gantt Chart 3 (appendix 3) to monitor the advancement of the project. Appendix 4 is a project discussion meeting record summary with the Project Supervisor. 1.6. Summary This chapter shapes the problem and the context of the project. It highlights the aim, objectives and the methodology used to evaluate Social Networking Sites followed by the research plan. This research plan helps to spot the completion or failure of the project according to the aim and objectives and the effectiveness of time management of the project progress.
8
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
CHAPTER TWO: BACKGROUND
2.1. Social Networking Sites Background
SNS seem to have captivated more guests than others over the Internet in the recent decades. These portals are a recent development of web technology that enables subscribers to be linked and present their profiles to other users based on information gathered on them during registration process. The difference of information gathered in subscribers’ profiles constitutes the key factor that differentiates Social Networking Sites. It is practicably not possible to ignore this phenomenon of social networking sites. Worldwide people are talking about these websites: Facebook, MySpace, Twitter, LinkedIn, Hi5, Mebo, Bebo, Friendster, etc. It looks without doubt that these sites have taken over any traditional form of social or business linkage and communication.
2.2. Development of SNS
The first generation of SNS was launched in the year 1997, but the design that includes tools that could be used to gather user details (profile) in a web database existed earlier on dating sites and lists of ‘friends” programs like AIM and ICQ. SixDegrees website combined these features and became the first portal that has the semblance to today’s SNS. A second generation of SNS emerged between 1997 and 2001. Among them: AsianAvenue, BlackPlanet, LiveJournal4 and MiGente. These portals were featured with applications that allowed users to create their profiles and build contacts logbook (friend lists). These friend lists did not have to be approved by the other users (Boyd and Ellison 2007). LinkedIn and Tribe.net were both successful in their respective niches (Boyd and Ellison 2007). Another Social Networking Site which attracted more subscribers is
4 On the site Live Journal, users can share their journals online for their “friends” to see.
9
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Friendster5. Launched in 2002, Friendster is a popular dating website (Cohen 2003) and still among the major Social Networking Sites, competing behind MySpace and Facebook. Although the site grew rapidly, its failure was due to technical difficulties as a result of the users overload. The founder of Friendster Jonathon Abrams, justified the failure of his business in the management of the site and users who were using it for other purpose order than collaborating with each other (Chafkin 2007). MySpace was launched in 2003 with its first users being former Friendster users and members of Indie-rock bands6.The originality with MySpace interface was involving users in the design process by adding users’ on-demand features, such as: inserting html code in their profiles to personalise them. This was a first for any Social Networking Site (Boyd and Ellison 2007). Mark Zuckerberg launched Facebook in 2004. The site was initially designed for Harvard University students only (Cassidy 2006). The features embedded in this platform attracted an increasing number of subscribers. This made the owner to open its door to other colleges and high school users in 2005, and then to any individual with a valid email address or group networks in 2006. Facebook’s characteristic feature application is the facility for users to customize their profiles.
2.3. SNS Subscribers Statistics
Statistics from The Nielsen Company’s online publication service ‘Media Alert’ (2008)7 indicates that 10 Social Networking Sites have the fastest grow in terms of subscribers (see table 1 below).
5 People could search through their friends’ friends (up to four degrees of separation) in order to make acquaintances, with the idea that friends of friends would be better matched than complete strangers (Boyd & Ellison, 2007) 6 Indie-rock bands members were banned from using Friendster when “fakesters” were discovered. Fakester was the term given to “fake” profiles of people who didn’t exist or joke profiles of celebrities that Friendster tried to wipe. In reaction to this act, the indie-rock bands switched their membership to MySpace, and also influenced other Friendster users to quit. 7 Suzy Bausch (415) 617-0181 Michelle McGiboney (408) 941-2930 pr.us@nielsen.com
10
Kinsthwamba Siani Rank (by Sept. YOY UA growth)
Critical Evaluation of Social Networking Sites
Sept. 2008: Unique Audience (in 000s) Twitter.com 533* 2,359 Tagged.com 898 3,857 Ning 842* 2,955 LinkedIn 4,075 11,924 Last.fm 850 1,879 Facebook 18,090 39,003 MyYearbook 1,422 3,056 Bebo 1,299 2,418 Multiply 592 941 Reunion.com 4,845 7,601 Source: The Nielsen Company, Custom Analysis (September 2008).
1 2 3 4 5 6 7 8 9 10
10 Fastest Growing Social Networking Sites: Sept. 2008
Sept. 2007: Unique Audience (in 000s)
% Growth: Year Over Year 343% 330% 251% 193% 121% 116% 115% 86% 59% 57%
*Note: These websites do not meet minimum sample size standards. Projected and average measures for these sites may exhibit large changes month-to-month, as a result
Table 1: Top 10 Fastest Growing Social Networking Sites for September 2008 (U.S., Home and Work) Source: The Nielsen Company, Custom Analysis
This growth of subscribers gives an indicative ordered list of top 10 SNS with MySpace, Facebook, Classmates, and LinkedIn considered to be major Social Networking Sites (see table 2 below). Myspace.com
58,581
59,352
1%
18,090
39,003
116%
Classmates Online
13,313
17,075
28%
4,075
11,924
193%
10,275
9,117
-11%
Reunion.com
4,845
7,601
57%
Club Penguin
3,769
4,224
12%
AOL Hometown
7,685
3,909
-49%
898
3,857
330%
4,017
3,079
-23%
LinkedIn Windows Live Spaces
Tagged.com AOL Community
Table 2: Top 10 Social Networking Sites for September 2008 (U.S., Home and Work) Source: The Nielsen Online
As shown in graph 1 below, Facebook is rated the first online Social Networking Site with 217.8 million of video streaming in October 2009, followed by Myspace.com with 85.2 million and Stickam with 26.3 million video streaming for the same year respectively.
11
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Graph 1: SNS ranking (October 2009) Source: The Nielsen Company
Social Networking Sites have developed over time from being a mere tool for easy communication with friends/relatives to a platform for spreading personal experiences in various content formats (Nielson Company 2009). Nielson Company (2009) investigated video streams and time spent viewing them to explore the evolution of SNS. The research indicates Facebook’s rapid growth in online video stream (see graph 2).
Graph 2: Online video stream and viewing time. Source: Nielson Company
The statistics in the graph above indicates Facebook with 350 Million Members (Facebook.com 2010). LinkedIn has over 60 Million professional and business
12
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
people networking. Twitter is growing at over 40% a month. Digg and Delicious are attracting millions of visitors to their websites every month.
2.4. Social Network Sites and Gender
Literature review reveals that both genders are attracted by this social communication medium as indicated in Graph 3 below.
Graph 3: Global female/male audience grow of Facebook (2007) Source: http://blog.nielsen.com/nielsenwire/global/social-networking-new-global-footprint/ [5/6/2010]
The above graph shows that male from age range 18 to 49 and female from age range 34 to 49 use the SNS more often. The question that surges is what motivates these groups to use SNS? Given the statistics above, it will be correct to say that these sites are becoming so popular across all ages, genders and groups of interests (social, political, cultural, professional, religious, and economical). Apparently, all trivial online threats linked to the use of SNS could potentially obstruct further improvement of this useful societal technology of communication, hence the world’s virtual global village dream and progress. This also justifies the choice of the topic of this project. 13
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
2.5. Social Networking Sites Definitions There is no doubt that IT literate people have an idea of what SNS are or what they are used for. For the purpose of this project, there is a need to find and give a definition to the term Social Network Sites (SNS) and what they represent. This work will take a look at the definitions already given by others before attempting to give a simple and comprehensible definition for lay people8. Boyd, D.M., and Ellison, N.B. (2007), define SNS as “web-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. It’s a digital environment enabling users to: hang out online, share stuff (e.g. photos, videos), “affinity space” (Gee 2004). SNS are social compositions made of nodes of individuals or organisations tied by one or more precise types of relationships, such as financial exchange, friendship, hate, trade, web links, etc. Members of SNS create their own online "profile" with biographical information, pictures, interests and any other information they choose to post. They communicate with each other by voice, chat, instant message, videoconference and blogs. For the purpose of this project defining SNS for the benefit of the lay man (non IT skilled person); “meeting locations technically provided on the Internet, where people from diverse backgrounds can meet to interact for various purposes”. SNS can be compared to every day offices, schools, games or market places where people go to transact businesses, parties and clubs, where people go to relax, meet and make new friends. These relationships are built in two different ways: broad when the site allows subscribers to add other users found online in their contacts logbook just to have as many “contacts” as possible (e.g. MySpace) or specific if they need to be invited first to join the group before being able to communicate or share with other members of that group (e.g. Facebook). 8 Lay people in this project refer to people with lower or not at all IT knowledge.
14
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
2.6. Digital Society and Social Networking Sites For the purpose of this project, it sounds rational to look at today’s society’s characteristics and technologies that support Social Networking Sites.
2.6.1. Digital Society Information Technology (IT)9 has been a major contributor to the progress that has been made in organisational networking management and global human modern relationship called the digital society. 2.6.2. Internet and Digital Society The Internet has changed the way people communicate with one another in virtual way. It has spectacularly influenced the world over the last decade. No technological development has reshaped human interaction as the information revolution, which is called the “flattening of the world” (Friedman 2006). The power of this technological development is actually credited for the restructuring not only of global politics but also of “rules, roles, and relations” from the macro level of nations down to the individual level (Friedman 2006). The Internet is no longer considered to be a simple work tool, but it has become part of daily life for most inhabitants of the globe. Statistics in table 3 (see appendix 5) indicate the percentage of the world population with access to the Internet at 25% in 2009 and 28.7% (Internet World Stats 2009, 2010). Graph 4 below indicates about 70 percent (around 18.3 million) of UK households including Northern Ireland had access to the Internet in 2009.
9 ITAA defines Information Technology as “the study, design, development, implementation, support or management of computer-based information systems, particularly software applications and computer hardware”.
15
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Graph 4: Households with access to the Internet in 2009. Source: UK National Statistics Office, 2009
2.6.3. World Wide Web and SNS
Berness-Lee developed the Web for the first time in 1989. He organised the documents on his hard drive by linking them together, which culminated in a hypertext language to link and distribute related documents, on his computer, and on the networks of computers. He developed the HTTP (hypertext transfer protocol), known as HTML to describe the layout of the text in the documents. The vision in designing WWW was firstly an online library, where scientific community freely could read and access information through their company, organisation and around the world computers. The World Wide Web is a common information space in which individuals or groups of people communicate by sharing information that has seen its evolution from web 2.0 (Ellie Quigley and Marko Gargenta 2006). 2.7. Social Networking Sites Concept Social Networking Sites are electronic gateways offering different links to other sites and information considered essential by users and facilitating the creation and the support of online virtual communities that allow users search for and swap
16
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
community common information in real-time with one another whatever their location, and belong to a community that they assume to share common interests. Most Social Networking Sites support the maintenance of pre‐existing social networks, but others help strangers connect based on shared interests, political views, or activities. Some sites cater to diverse audiences, while others attract people based on common language or shared racial, sexual, religious, or nationality‐based identities (Boyd, D.M. and Alison, N.B. 2007). Numerous Social Networking Sites’ members are not necessarily "networking", looking to create new relationship or meeting new people. Instead, they use them primarily for communicating with people who are already part of their extended social network. Ellison, Steinfield and Lampe (2007) maintain that Facebook is used to keep pre-existing offline relationships or consolidate offline connections. Social Networking Sites use does not only enable individuals to connect with one another; but also users become profoundly dependent. E.g.: family members, school mates, team mates, business activities and customers’ lives become bounded. Social Networking Sites also differ to ordinary websites in the extent to which they have build-in new information and communication tools like mobile phone connectivity, photo, audio-video streaming and blogging facilities. 2.8. Social Networking Sites Motivations Internet user in orange office as illustrated in picture 1 below is linked to the user in blue Office, who in his turn is linked to the user in Green Office. If all of them are SNS users, they will without doubt extend their relationships as well, to interact and share their interests.
? Orange Office Occupant 1
Blue Office Occupant 2
Green Office Occupant 2
Black Office Who is this Occupant X?
Picture 1: Motivation of the social networking sites
17
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
From the above picture 1, the unknown occupant in Black Office might have a significant contribution for business or friendship for the community. Searching, knowing and establishing a link with this mysterious person is therefore vital. This is the main motivation of the Social Networking Sites: create as many contacts as possible. The motivation behind SNS are to permit individuals or groups of people to present themselves to the public, express their social networks activities/needs, set-up and sustain acquaintances with others. The orientation of SNS differs according to the activity, goal and the context such as:
professional contexts (e.g., LinkedIn.com);
romantic relationship (e.g., Friendster.com);
connecting for sharing multi format media files: text, music, videos, or politics propaganda (e.g., MySpace.com); and
Student population communication (e.g., Facebook.com).
Another motivating factor for SNS is socialising and building a new community of people, for example when moving to a new city, new location.
2.9. Categories of Social Networking Sites Users
No literature review containing data that indicate SNS users based on gender, IT literacy level or ethnicity was accessible. However statistics revealed that two major SNS have been object of investigation by ‘The Nielson Company’, based on age group to identify the categories of SNS users. The research indicates that a mixed age range of people from 2 to over 65 are SNS users (see table 3 below).
18
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Demographic Group
Myspace.com
2 – 11
46
43
12 – 17
95
134
18 – 24
106
143
25 – 34
127
133
35 – 49
123
119
55 – 64
86
63
65+
59
42
Table 3: Unique Audience Composition Index by Age Group for Facebook and Myspace.com in April 2009 (U.S., Home and Work)
It also indicates that SNS users aged between 25 to 34 and 35 to 49 were the main users of Facebook with 27% and 23% (see graphs 5, 6). 160 Facebook Composition Index
140 120
Myspace.com Composition Index
100 80 60 40 20 0 2 – 11
12 – 17 18 – 24 25 – 34 35 – 49 55 – 64
65+
Graph 5: Indexing demographics age groups’ users of MySpace and Facebook Source: Nielson Company
19
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Facebook Composition Age Group Index 2 – 11
12 – 17
18 – 24
25 – 34
35 – 49
65+ 9%
55 – 64
65+
2 – 11 7%
55 – 64 13%
15%
18 – 24 17%
35 – 49 19% 25 – 34 20%
Graph 6: Indexing demographics age groups users of Facebook Source Nielson Company
This group constitutes active working age. Does this group use Facebook for work related tasks? In opposite, people aged between 12 to 17 and 18 to 24 are Myspace users (see graph 7 below).
Myspace.com Composition Age Group Index 2 – 11
12 – 17
18 – 24
25 – 34
35 – 49
55 – 64
65+
6% 6% 9% 20% 18% 21% 20%
Graph 7: Indexing demographics age groups users of MySpace. Source Nielson Company
20
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
This group essentially constitutes of teenagers of school age. Does this group use this Social Networking Site just for communication?
2.10. Social Networking Sites Types
Social Networking Sites differ from one another by their features and applications that facilitate user’s interaction in different contexts. For instance, some SNS are perceived to have more adult minded subscribers. Examples are Twitter and LinkedIn which are dedicated for professional and business networking; whilst others are seen as being more for pleasure and leisure purposes than for typical business (e.g.: Facebook and MySpace).
2.11. Characteristics of Social Networking Sites
The Social Networking Sites have several characteristics which enable subscribers use them. These characteristics include ability to create contacts, undertake personal and professional communications, arrange new business opportunities or project offline meetings. Users can date without initial real-world communication or physical contact and then, build and maintain their offline social relationship online. Communities of a SNS users can be better informed more quickly through online and become more engaged and involved with one another in an emergency condition than physical communities. To further illustrate this, the case study below shows how SNS played a role in an emergency situation.
Case study 1: Haiti Earthquake and Social Networking Site
During Haiti’s Tuesday, 12 January 2010 earthquake, SNS played a capital role to interconnect relatives and emergency relief rescuers. The Red Cross, Christian Aid and its partners, Save the Children, Action Aid and much more relief agencies were involved to rescue the population. Whilst the TV broadcast became unworkable until Friday evening, £8 million was already raised online following the first Wednesday 7.41pm broadcast through Twitter.
21
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Andrew Holt (a creative photographer who works worldwide) stated: “Nearly a week after the devastating earthquake in Haiti, the Disaster Emergency Committee’s (DEC)10 Haiti Earthquake Appeal total has increased to £25 million, with Social Networking Sites being highlighted as playing a major role”. It was noted also that the SNS have been playing a crucial part in raising funds and awareness, especially in the 36 hours following the launch of the Haiti earthquake appeal. Facebook and Twitter recorded the highest number of referrals to the DEC website. Prime Minister, Gordon Brown was able to send a tweet to the DEC’s 2,000 followers to thank donors and reassure the public about coming aid. Brendan Gormley (DEC’s Chief Executive) added: “Social networking has proven itself as a valuable addition to the fundraising machine. I’m thrilled that we have been able to quickly communicate and engage the UK public, who has in turn responded with tremendous generosity to help the people of Haiti who so urgently need our help”11.
2.12. Common Objectives of Social Networking Sites
All Social Networking Sites have objectives which are common amongst them. These include the provision of facilities which enable all subscribers use these technologies to:
Interact with offline community members or organisations they already know and are familiar with;
Meet new people and/or make professional contacts;
View each other's profiles, and post comments.
10 http://www.dec.org.uk/other_dec_appeals/ 11 Haiti Six months on people can view through SNS their donations at work. Source: http://www.youtube.com/deccharity
22
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
2.13. Social Networking Sites Membership
Although these networking sites are open to everybody, usage is subject to membership. In order to join a SNS, individuals need any computer device which has Internet connection. When connected to the Internet, visit the online address of the desired SNS through their domain name WWW. Once at the domain, the user needs to use the features provided to join. For a first time visit, there is a registration form provided which guides subscribers through a series of questions. Once these questions are answered, the user becomes a member with an identifiable username and password and can search for
existing
friends
or
make
new
friends
(see
screen
1,
2).
Print Screen 1: Facebook Sign up form
23
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Print Screen 2: MySpace Sign Up form
Due to the lack of restriction in the registration process, the community of users continues to grow by the users being intra-networked and these results in the atomisation of the relationship linking of subscribers. In the cluster below, the RED and BLUE represent the parent subscribers to the Social Networking Site. All subscribers linked to either RED or BLUE automatically inherits the parent relationship as illustrated in the cluster picture 2 below.
Picture 2: SNS Relationship atomisation Source: Illustrated by K. Siani (2010)
24
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
After the registration process, new members can then login using the registration information or the user ID provided by the system (see print screen 3, 4).
Print Screen 3: Facebook login interface
Print Screen 4: MySpace login interface
After a successful login to the site, the new member is recognised as a user, becomes searchable, can search/add contacts and network with others over the Internet through the SNS portal.
25
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Considering Social Networking Sites users in the world as a set A (see graph 8), logically this implies users to be linked to one another, as it can be justified mathematically by transitive binary relation which says: For all x, y and z in A it holds that if x R y and y R z then xRz
A x
y
z
Graph 8: SNS users’ transitive binary relation
If the mathematical relation above is true, it gives us an idea of what can be really called a Social Networking Site.
2.14. Summary This chapter carried out a critical evaluation of Social Networking Sites with emphasis on development, statistics, concept and motivation. The evaluation is wholly desk-based review from electronic magazines, academic journals, newspaper articles, books, audio-video materials and online resources. A significant number of information containing diverse views in diverse contexts have been and are still being written about SNS; however the report highlights the information considered relevant to this project: The evolution of SNS has distorted the conservative meaning of community, which was believed to be physical in terms of environmental space and human contact. This review should not be taken singularly as the only report about Social Networking Sites. 26
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
CHAPTER THREE: SOCIAL NETWORKING SITES FEATURES So far, no literature review has been found which gave the exact number of live Social Networking Sites in the world. This makes it difficult to carry out an evaluation of all the existing Social Networking Sites. This project therefore, has considered two main SNS to evaluate key features, functionality and effectiveness. 3.1. Social Networking Sites Selection
Facebook and MySpace have been selected for evaluation. The choice of this selection is informed by the statistics in previous chapter which showed that they are more popular and have the highest number of subscribers. This is to allow research participants already familiar with these sites to have an enjoyable say on their perceptions and their experiences. This number is enough for a deep evaluation, the nature of this research did not require a large sample size of SNS since they are similar in their aims, features and objectives. 3.1.1. MySpace Presentation Summary See for more details in appendix 6 . 3.1.2. FaceBook Presentation Summary See for more details in appendix 7.
3.2. Social Networking Sites Common Functionality
The process of interacting with these sites is feasible through the functionality of the designated Use Cases as represented in different diagrams below.
3.2.1. SNS functionality Use Case Diagram The SNS functionality for Sign Up and Login process is represented by the Use Case Diagram in appendix 8.
27
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
3.2.2. SNS functionality Activity Diagram The SNS functionality for Sign Up and Login process is represented by the Activity Diagram in appendix 9. 3.2.3. SNS functionality Sequence Diagram The SNS functionality for Sign Up and Log In process is represented by the Sequence Diagram in appendix 10. 3.3. Common Feature of Social Networking Sites
Profile Page: Every single subscriber in SNS community database has his own and unique worldwide userID that opens access to a personal profile page to post information, upload personal photos, files, biographical information, audio-video streaming, etc. Profile space in Facebook is where registered user describes his/her personality, interests and hobbies.
3.4. Selected SNS Features List There are several features in the two SNS selected for evaluation (see table 4 below). Each SNS tries to be different from others by providing features to subscribers that are not present on others. The name of some of these features might differ from one SNS to another, but functioning for the same purpose. Facebook features Publisher News Feed Wall Photo and video uploads Photos Videos Notes Gifts Marketplace Pokes Status Updates
Events Networks, groups and pages Chat and notifications Easter Eggs Usernames Platform See also References External links
MYSpace features Bulletins Groups MySpaceIM MySpaceTV Applications MySpace Mobile MySpace News MySpace Classifieds MySpace Karaoke MySpace Polls MySpace forums
Table 4: Social Networking Sites features list Source: Facebook & MySpace
28
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Though these features can be used or disabled. Most design is that every SNS gives option for the users to decide who can view their profiles, which information is private, public or specifically filtered in some cases.
3.5. Facebook Main Features
Facebook has an important number of built-in features as listed in table 4 above. Some of them are considered below for evaluation in this report. These are mainly features that users use frequently. Facebook has a specific built-in feature allowing users to join virtual groups and share common interests (hobbies, music, etc.) through their profiles.
3.5.1. Publisher This is a 420 character limit space to post information and messages which appear on the user's own Wall. The publisher can be restricted or open to the public. Not everyone can view a post sent by a Facebook user. Sharing wall post, video and photo allows it appear on contacts’ profile with a headline: you have shared information. If a person’s privacy settings prevent you from sharing a certain type of content on their profile, an error message will appear. There is some disappointment with this feature. After a user has shared content, he cannot change the Publisher control. At least the user has the ability to delete this content from the wall. But this does not change the original post that can be generated furthermore and distributed, resulting to infringement of privacy as others can have access to such information and share it without the consent of the creator of the post. To overcome this trouble Facebook’s tagging feature symbolised by ‘@’ works with the Publisher box appearing on home page and page profile. This feature allows to select specific friends’ contacts to direct the post according to a pre-set privacy settings.
29
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
3.5.2. Wall The Wall on each subscriber's profile page allows friends to send messages with the date and time the message was written. It is visible to anyone with the ability to see the user’s full profile. It might display messages that do not please user. So it is feasible to restrict message display when a user deactivates his wall.
Alternatively the wall is used as the entry point for malicious software moving round from one PC to another. This occurs when one of the chain contact’s login information was phished to serve as a door for sending spam from the profile page. Facebook users have the control of their walls and can decide who is allowed to view posted messages through privacy settings groupings. 3.5.3. Photo and Video upload This is where users can upload albums of photos and add their videos. They can also upload videos through Facebook Mobile or by using a webcam recording feature. 3.5.4. Marketplace This feature allows users to post free of charge announcement of the following categories: For Sale, Housing, Jobs, and Other. 3.5.5. Events Subscribers make use of this feature to inform friends about upcoming open, closed or secret events in their community. It requires an event name, network, host name, event type, start and end time, date, location, and a guest list of friends invited to the event. 3.5.6. Networks, Groups and Pages This feature allows privacy settings for different networks. Groups enable people to share information and discuss specific subjects online. Pages allow users to become an admirer of an individual, a product, a service, or a perception.
30
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
3.5.7. Chat and Notifications This feature allows subscribers to chat one-to-one with friends, through instant messaging clients such as: eBuddy, Flock, Mirinda IM etc. They may chat with multiple friends simultaneously through separate chat interfaces.
3.6. MySpace Main Features
3.6.1. Bulletin A bulletin is a useful feature used for contacting a list of friends once, without necessarily sending to every single person. It is also used to deliver chain messages about different topics, but sometimes it is used as primary attack point for phishing. 3.6.2. Groups feature Can be created by anyone and a moderator of the group can choose those who should join the group. It allows users to share message board and common page. 3.6.3. MySpace forums This feature allows Groups of users to share information and discuss specific subjects online.
3.7. Social Networking Sites Software
Social Networking Sites have a range of software systems that allow users to interact, collaborate and share data. Communication tools handle the capturing, storing and presentation of communication, through different formats: text, audio and video. E.g.: Instant Messaging, Text chat, Internet forums, Blogs, Wikis, Collaborative real-time editors. Interactive tools handle the mechanics of conversation and talk.
31
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
3.8. Benefits of Social Networking Sites A research conducted at the University of Texas revealed a significant rate of use of Social Networking Sites by students. Most of them use 1, 2 or more social networking sites (Dan Hale, University of Texas Vice President of Public Affaires). Luo, J. (2007) maintains that internet’s social aspect remains a significant driver of content and connections today. Another opinion on SNS believes that users would be more likely to connect with new people outside their pre-existing social group or location, that allow them to form and belong to larger communities around the world, share interests, without any physical geographical barriers (Wellman et al.1996). Social Networking Sites bring people together online from around the world to share interests, hobbies or causes. For example, some sites provide dating services where users post personal profiles, locations, ages, gender, etc and are able to search for a partner or network. The SNS hold up the maintenance of existing social ties and the creation of new relations that are beneficial in different aspects. In opposite to the above view, some argue that Internet mediated communication is an impoverished and sterile form of social exchange compared to traditional face-to-face interactions (Bargh and McKenna 2004).
3.8.1. Social Networking Sites’ Social capital Social capital12 is a multidimensional concept. It is an elastic term with a variety of definitions in multiple fields (Adler and Kwon 2002). It is also conceived as both a cause and an effect (Resnick, P. 2001). Literature review on SNS reveals that social capital includes networks (Communication paths), social trust, civic engagement (Obligations), political participation,
membership
in
groups/associations
(Collective
identity),
volunteering, confidence in political institutions (Shared values), life satisfaction
12 'Social capital refers to the institutions, relationships, and norms that shape the quality and quantity of a society's social interactions... Social capital is not just the sum of the institutions which underpin a society – it is the glue that holds them together' (The World Bank 1999).
32
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
(Common knowledge) and a variety of other concepts (respect of roles and norms). SNS can unlock closed doors to social capital and allow individual or group of users to gain access to resources13 after making contact and build resilient network with other users. 3.8.1.1. Positive outcomes of Social Capital Several researches on measures of social capital indicate that its turn down is proportionally linked to the increase of social chaos, less participation in civic activities, mistrust among community members, etc.; whilst greater social capital increases attachment to a community, therefore the capability to gather cooperative actions. For example within a community, social capital is characterised by better public health, lower crime rates, and more efficient financial markets (Adler and Kwon 2002) and psychological well-being, characterised by self esteem and life auto-satisfaction (Bargh and McKenna 2004).
3.8.1.2. Negative Outcomes of Social Capital Social capital may also have negative outcomes, but in general it is seen as a positive effect of interaction among participants in a social network (Helliwell and Putnam 2004). 3.8.2. SNS’ Social Capital and the Internet The Internet is the platform for SNS. Opinions related to the use of the Internet, and therefore of the SNS diverge. Internet users shy away from face-to-face contact with others, which might diminish an individual's social capital (Nie 2001). Online interactions may supplement or replace in-person interactions, mitigating any loss from time spent online (Wellman, Haase, Witte, and Hampton 2001).
13 Among those resources it might be useful information, personal relationships, job vacancy announcement, or the capacity to manage groups, business, etc.
33
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
According to Hampton, K.N. and Wellman, B. (2003) studies of physical communities supported by online networks have concluded that computermediated interactions have had positive effects on community interaction, involvement, and social capital. SNS do not only facilitate new connections, they also provide users with an alternative way to connect with those sharing same interests (Ellison, N., Heino, R. and Gibbs, J. 2006). These new associations possibly will result into the extension of social capital. Social networking sites may be of particular utility for those who have difficulties to build and maintain strong or weak ties. Bargh and McKenna (2004) argue that the Internet might help individuals with low psychological well-being due to few ties to friends and neighbors. It can lower barriers to interaction and encourage more self-disclosure; hence, enable connections and interactions that would not otherwise occur (Bargh, McKenna, and Fitzsimons 2002), as it was the case with former high school mates in the case study 2 below.
Case study 2: High School Reunion
After his wife of 33 years passed away in January 2009, Mike Sullivan joined Facebook hoping to reconnect with old running buddies and friends who could help him overcome his grief. Little did he know that he would find more than friendship? After recognising a woman he went to high school with, named Terri, Mike began exchanging messages with her on Facebook about old memories and their lives since high school. Terri, who had been divorced for four years, lived in a town only about three hours from Mike, and one day they agreed to meet halfway in Ranger, Texas. Terri and Mike: "We sat in my truck for about five hours talking about old times, looking at the high school annuals she brought," Mike said. "When we decided it was time for us to go, I kissed her and knew there was a very special connection between us. I smiled all the way back home." Today, Mike credits Terri with helping him cope from the loss of his wife, saying he would have had a much harder time without 34
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
her there for support. It will be even easier for Mike to be by Terri's side in March, when he plans to move to her town and begin a new job. 3.8.3. SNS’ social capital and life changes Relocation affects social capital resources. A study conducted in USA on causes of social capital decrease, indicates that the increase in families moving for job reasons is one of the main causes (Putnam, R. 2000). Wellman et al. (2001) opines that a significant number of Internet users employ e-mail to preserve long distance relationships, rather than a replacement for offline interactions with nearby contacts.
3.9. Social Networking Sites Disadvantages
3.9.1. SNS Setbacks in Real World The use of technology to interact, pushes people to rely more and more on Social Networking Sites to stay connected to each other. In real world, connections between people using SNS are hidden. Only those who are initiated could take advantages of ‘social capital’ as illustrated in picture 3 below.
? ? ? ?
?
?
?
Picture 3: SNS Setbacks in Real World
In one hand SNS users on the right side of the black wall (picture 3 above) are not 35
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
taking advantage of socal capital from people on the left side of the wall to whom they are not connected. In the other hand, this technology progress is accessible only to some geographical parts of the world or some language users as shown in graph 9 below.
Graph 9: Internet languages Source: Internet World Stats (2009)
The majority of excluded people from digital society are not taking advantage of social capital of SNS technologies, hence maintaining their ties is uncertain (digital divide14). Thus SNS does not seem to be effective in terms of human physical relationship. 3.9.2. Social Networking Sites and Community Involvement
Internet communication involves people and takes them away from face to face and phone contact (Wellman, et al. 2001). The habit of using the home computer
14 Digital divide is the divide between the ‘haves and have-nots’. Phil Lovett (2009) 304KM; Digital Society Module
36
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
and internet to communicate increases physical inactivity and limits face to face social interaction (Kraut, P. et al. 1998). In their longitudinal analysis of SNS use, a group of social researchers has come to conclude that excessive internet use causes declines in community member’s involvement with family and friends; the team adds that internet addiction increases their depression and loneliness (Kraut, P. et al. 1998). A survey conducted by Nyland, Marvez, and Beck (2007) revealed that intense users of MySpace felt less socially involved with the community life than light users. Another research that goes in the same way indicate that SNS media communication is an impoverished and sterile form of social exchange since it does not comply to traditional face-to-face community members interactions (Bargh and McKenne 2004). In opposition to the above argument another way of thinking argues that SNS actually improve communication between people.
3.10. Social Networking Sites and Privacy
If Social Networking Sites offer free platform of communication to users, do they have the ability to fully control who accesses their personal details for later communication in real life situations? Reports on Medias repeatedly reveal, how much SNS database of subscribers are misused for Internet frauds or for the purpose of generating unlawful mail15. A user X might share personal information to others without requiring user Y consent. Furthermore, since subscribers are sometimes required to input their confidential details in order to fulfill some transaction through SNS, e.g.: shopping, it becomes evident that immoral SNS users named ‘hackers’ gain access to individual’s privacy and therefore commit cybercrimes16. This often makes SNS
15 Scammers break into accounts posing as friends of users, sending spam that directs them to websites that steal personal information and spread viruses. Hackers tend to take control of infected PCs for identity theft, spamming and other mischief. Source: http://news.oneindia.in/2010/02/02/social-networking-cyber-crime-facebook-twitter.html[27/05/2010]
16 Cybercrime is rapidly spreading on Facebook as fraudsters prey on users who think the world's top social networking site is a safe haven on the Internet. Source: http://www.reuters.com/article/idUSTRE55S55820090629 [27/05/2010]
37
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
subscribers to hide their real personal identity and to upload false picture which has contributed to the non effectiveness of SNS. In existing SNS design, these rights are either very modestly built-in or missing; with freedom for malicious users to access subscribers’ privacy, hence increasing vulnerability of users.
3.10.1. Social Networking Sites Potential Threats
A survey conducted by a global IT company (Sophos 2009) indicates an increasing number of cybercrimes including identity theft, spam and malware infiltration on social networking sites. The report reveals about 57% of SNS users were spammed and 36% received malware through these portals. In average 60% of users have been victims through Facebook, 18% through MySpace, 17% through Twitter and 4% through LinkedIn (17). Below is some well known threats that can result from SNS usage.
3.10.1.1. Identity theft and Identity fraud Identity theft is when somebody uses the identity of another person living or dead irrespective of any reasons behind the action in order to buy things in somebody’s name that they never intend to pay for. In opposite, Identity fraud is when the identity of another person is used partially or in full, temporarily or permanently with objective to retain his own identity whilst committing fraud. It is important for SNS businesses to take further design action to protect their subscribers’ personal details. 3.10.1.2. Financial fraud Financial fraud threat is when someone uses dishonesty to get financial or material gains. Financial fraud can be direct when using the imitation of the victim’s details in order to commit fraud, whilst indirect financial fraud is the acquisition of an individual’s details to commit fraud. Financial fraud is considered to be a SNS threat if it is perpetrated online. 17 http://news.oneindia.in/2010/02/02/social-networking-cyber-crime-facebook-twitter.html
38
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
3.10.1.3. Offences against the person Offences against the person are threats such as insulting or threatening e-mails, which generate anxiety, distress or psychological disturbance to a person. “The intimidation of another perceived to belong to a targeted group e.g. religion, gender, political belief, sexual orientation and race” (Fafinski, S. 2007).
3.10.1.4. Sexual Offences
Sexual offences include behaviour that has sexual component such as pornographic images or grooming a person in order to engage in illegal sexual activities. Peter Chapman, a 33-year-old man and a convicted sex offender who posed as fictitious Peter Cartwright (another 19-year-old Facebook user), was able to kidnap, to rape and to murder a 17 year girl Ashleigh Hall (a child care student), using Facebook social networking site (Jo Steele, Metro, Tuesday March 9, 2010).
3.10.1.5. Inability to terminate subscription accounts Even though in theory users had the ability to delete manually their accounts, SNS subscribers are not able to unsubscribe totally by means of removing their account contents in database (backup storage). Facebook for example actually does not remove account content from its servers. In practice subscribers’ wall posts, list of friends, groups, e-mails and private data remain in servers indefinitely (New York Times 2009). On top of the above, this Social Networking Site does not have a feature to allow subscribers who end their accounts to export their contacts’ information that they would like to use when joining other Social Networking Sites.
3.10.2. SNS Vulnerable Groups of Users
The speed growing of Social Networking Sites’ populations worldwide and the development of the risks of threats for users increase accordingly their vulnerabilities. An online survey conducted by AVG Technologies and Chief
39
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Marketing Officer Council (2009), revealed that most SNS users fail to perform the basic security measures on a regular basis:
Changing passwords (64 % infrequently or never);
Adjusting privacy settings (57% infrequently or never); and
Informing their social network administrator (90 % infrequently or never).
Those users who do not perform the above basic security measures on regular basis are likely to be among vulnerable groups. Also, Social Networking Sites users with less awareness of internet threats, especially under aged and teenagers are more likely to be among vulnerable groups, even though adjusting privacy settings are built-in Facebook and MySpace design.
3.11. Social Networking Sites death expectation
As long as humans will live and use the Internet, the medium that supports these services, Social Networking Sites will consequently survive. The death expectation of SNS needs not be a concern because humans will never kill them. People need to come to terms with the existence of this technology. This is why Facebook and MySpace as investigated in this project are built with ‘Privacy Settings’ listed below.
3.12. Social Networking Sites Privacy Settings 3.12.1. Facebook Privacy Settings
A privacy setting is the key feature that most Facebook subscribers do not take time or consider to configure. Hackers and sometimes awful friends use such accounts to tag information or photos therefore violating privacy. To take control of own privacy, Facebbok has provided privacy settings facilities below. 3.12.1.1. List of friends Setting friend lists feature is there to insure that users create private and preferred groupings of friends. This feature allows users to quickly view the type of friends that they trust and who will receive the messages to be posted. 40
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
3.12.1.2. Removing search results from Facebook
This is a facility allowing individuals not to be seen in Facebook search engine. This can be done by selecting ‘only friends’ option in search visibility (see print screen 5).
Print screen 5: Search visibility
3.12.1.3. Removing Personal Information from public search listing
From the above step, Facebook users can turn off public search listing from the box related to “Create a public search listing for me for search engine indexing”. This will block user being visible in public search engine.
3.12.1.4. Avoid uploading infamous photo/videos Users who upload infamous tagged photo/video believe them to be viewed by exclusive friends but afterward this becomes the cause of dishonour for the users such as relationship breakdown. To prevent this, users need to customise the setting next to “Photos Tagged of you” as indicated in the print screen 6 below by selecting “Only Me” and “None of My Networks” option to keep tagged photo/videos private. Or if considering this kind of photos to be viewed by a category of friends, users should consider selecting “Some Friends”
41
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Print screen 6: Photos Tagged
3.12.1.5. Albums protection
Facebook Users upload photos to create online albums freely. The album is viewed by friends list and worldwide if all tagged photos visibility is not properly configured. Users need to consider not turning off tagged photos visibility. A manual setting can be done from “Photos Privacy page”
3.12.1.6. Stories visibility in friends’ News Feeds.
Facebook users display by ignorance personal relationships online. They are not aware of the disaster that SNS can generate in their life after a relationship breaks up. To control personal relationship display, users need to uncheck the box next to “Remove Relationship Status” that is logged in News Feed and Wall Privacy Page. Also in profile page, a user can determine friends who see the gender, birth date, networks, located in Profile Privacy Page. Considering removing news feed stories is recommended.
3.12.1.7. Protection against Published Application Stories
Many new applications that people would like to see in their Facebook page publish embarrassing stories. Adding an external application could generate a new feed to user’s profile page displaying awful information without knowing. Users should ensure that nothing embarrassing is posted to their profile page after 42
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
installing such application. If the user feels confident in doing this, checking the profile just after installing such application is compulsory.
3.12.1.8. Personal contact information keeping
E-mail, Password, Telephone number and Location address are personal contact information that are requested to register with a Social Networking Site and to interact with friends through Facebook. Keeping this information visible to anyone might result to a social life disturbance. Stopping this can be feasible by setting “Contact Information” in profile (see print screen 7). User should consider customising each contact list in the profile to deny access to unfamiliar contacts, and unknown people.
Print screen 7: Personal contact information keeping
3.12.1.9. Blocking Embarrassing Wall Posts
Facebook offers the freedom to subscribers to customise wall posting visibility. This ability helps control within profile page, contacts who can post or view user’s wall posting as shown on print screen 8 below.
43
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Print screen 8: Blocking Embarrassing Wall Posts
To control individuals who can post and view posts in user’s wall, subscribers should disable friends viewing/posting ability.
3.12.1.10. Keeping friendships private
Turning off friendships visibility (see print screen 9) prevents marketing harassments to friends who might not like being known to many people they do not wish to know. This also avoids friends’ information being exposed from public search engine list, therefore putting them at security risk.
Print screen 9: Keeping friendships private
Facebook design gives the freedom of privacy setting but if a user is not aware of this, he/she will unfortunately see his personal details displayed online and visible to everybody.
44
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
3.12.2. MySpace Privacy Setting
As with Facebook, MySpace design also offers the freedom of privacy setting that if the user is not aware of, his/her personal details are likely to be displayed online and visible to everybody. A privacy setting is the key feature that most of MySpace subscribers should consider to configure. Hackers and sometimes awful friends use open settings accounts to post comments or photos therefore violating privacy. To take control of own privacy MySpace has provided privacy settings below. 3.12.2.1. Profile Privacy
MySpace as well as Facebook do have safety features allowing subscribers protect their personal information online. Users have control of profiles and files they upload on MySpace. To set profile privacy, user needs to go into Classic view of profile page, account settings, new home skin, then “Settings”, in control panel. From control panel, select privacy that will direct to “Profile viewable by”. Selecting “My Friends Only”, followed by save all changes will block all unwanted people to view personal profile.
3.12.2.2. Comment Post Restriction As with Facebook, Mypace offers a facility for individuals to post comments on social network. To avoid embarrassing comments, users need to follow the above steps for setting “Spam”, then require “Comments” approval and save all to block comments posted without user’s consent.
3.12.2.3. Interaction Restriction MySpace users sometimes become embarrassed by contacts that they know/do not know and wish to stop or do not wish interacting with. These are the cases with hackers, pedophiles, online bullying, etc. Reporting suspicious contact to MySpace is possible via their “Contact MySpace” facility. To restrict this
45
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
interaction, user has the ability to block such contact from contact profile picture, “block User”.
3.12.2.4. Online Visibility Restriction MySpace has in its design an online status icon that indicates if someone is online at that time. Users have the ability to show themselves offline if the “online now” status is turned off from their profile. This is controlled from classic view, account settings, new home skin, control panel, privacy, then uncheck “Online Now” and save. People who are in contact list will not see the user whilst online.
3.13. Social Networking Sites Effectiveness The table 5 below clearly indicates that Social Networking Sites are culturally relevant. The growth of SNS will become exciting, and therefore more effective if they are able to cross cultural barriers and bridge people together globally in fulfilling the dream of Social Networking Sites.
Visitation to Selected Social Networking Sites by Worldwide Region June 2007 Total Worldwide Home/Work Locations Among Internet Users Age 15+ Source: comScore World Metrix Social Networking Site
Share (%) of Unique Visitors Worldwide
North America
Latin America
Europe
Middle EastAfrica
Asia Pacific
MySpace
100.0%
62.1%
3.8%
24.7%
1.3%
8.1%
100.0%
68.4%
2.0%
16.8%
5.7%
7.1%
Hi5
100.0%
15.3%
24.1%
31.0%
8.7%
20.8%
Friendster
100.0%
7.7%
0.4%
2.5%
0.8%
88.7%
Orkut
100.0%
2.9%
48.9%
4.6%
0.6%
43.0%
Bebo
100.0%
21.8%
0.5%
62.5%
1.3%
13.9%
Tagged
100.0%
22.7%
14.6%
23.4%
10.0%
29.2%
Table 5: Visitation to Social Networking Sites by Worldwide Region (June 2007) Source: comscore.com
While the tendency of SNS to attract global users makes these technologies popular in different regions, its effectiveness remains a question.
46
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
3.14. Current SNS Legislation in UK/EU Actually there is no institution running the entire internet but there are several key players who exercise influence in the theoretical and administrative levels. Among them:
ICANN18, which coordinates domain names;
The Internet Society, which among other things acts as a clearing house for technical standards; and
The World Wide Web Consortium (W3C), which rules over the Web’s future.
In practice, aspects such as software, network routing and wiring are controlled by corporations such as Microsoft, Cisco, AOL and the world’s cable providers. There is no single body responsible for tying these elements together. The legal level is governed by local authorities. This means what is prosecuted in UK might not be the same in US. For example, downloading copyright software from a foreign web server does not make an individual immune to copyright laws in UK.
3.15. Summary
Social Networking Sites’ Social capital has the ability to maintain valuable acquaintances that can develop throughout life time. Can these portals confirm their effectiveness in terms of maintaining security of communication or does it require more effort from the site designers to make human relationships more meaningful and secure? Even though different studies are arguing about the benefits of SNS, most literature demonstrate that they had improved communication between people, and maintain that they will be in use as long as the internet technology will last. The evaluation in chapter four will highlight the judgment.
18 ICANN: Internet Corporation for Assigned Names and Numbers. Source: http://www.icann.org/http://www.icann.org/
47
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
CHAPTER FOUR: REPORT EVALUATION
4.1. Report Evaluation Having critically reviewed existing literature on Social Networking Sites and studied the selected sample sites, there is now a need for a report to highlight findings. The report evaluation is a necessary part of the project in which the researcher compares literature review and SNS users’ experience in real context. An initial questionnaire was designed for a survey with SNS users in mind. The aim and details of the project were explained face to face to every single participant.
4.2. Questionnaire Design The questionnaire (see appendix11) was used to evaluate selected SNS effectiveness based on users’ experience. A set of 12 open and closed questions have been used to avoid unnecessary waste of participants’ time.
4.3. Participants Sample Selection The participants have been selected from within the same community. The key criterion was adopted to ensure homogeneity of sample. This is because communities experience of SNS is expected to be different, based on their location, their motivations, IT literacy level, and IT misuse awareness. Therefore the results should not be generalised. For this project, volunteer participants were recruited among students within the Campus. Due to time constraint, the survey was restricted to 50 students19 only who consented to take part in this project within Coventry University. The incentive was a pen gift after completing the questionnaire.
19 We estimated that a group of 50 participants is sufficient to insure that we have the number of responses needed.
48
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
4.4. Data Gathering Methodology Data gathering was possible through one-to-one contact at a time. A research information sheet (appendix 12) was provided to each participant and a consent statement form (appendix 13) for agreeing to participate in the project. The task was to answer the 12 questions. The average time for each individual data collection was about 20 minutes.
4.5. Evaluation Results and Analysis Data was collected and compiled based on the key themes of the project: Social Networking Sites features and the benefits offered to the users; The impact of SNS on people’s relationships; The effectiveness of Social Networking Sites; Awareness of potential online threats linked to SNS use. From the data we compiled and analysed, 80% (40 out of 50 participants) answered to the 12 questions. Participants claimed being all computer literate and using SNS on daily basis with a frequency of at least twice a day. The research indicates participants using SNS for an overall 3 year period. The age range of participants was between 19 – 30 years. 63% (25 out of 40 participants) were male and 37% (15 out of 40 participants) were female. This confirms the finding as reported in the literature review, ‘Global female/male audience growth of Facebook’ (nielsen.com 2007), that SNS are used indistinctively of gender. The average age of participants was 23. This is in line with ‘The Nielson Company (2009)’s research on the categories of SNS users. The use of SNS was mainly for socialisation, and to build-up relationships. This finding has a similarity with Hampton, K.N. and Wellman, B. (2003) studies that state; “physical communities supported by online networks have had positive effects on community interaction, involvement, and social capital”.
49
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Volunteer participants declared also enjoying using SNS even though only 62.5% (25 out of 40 participants) confirmed taking serious privacy precaution; 25% (10 out of 40 participants) said not to be really concerned about privacy settings after registration
process
even
though
some
participants
reported
online
disappointments related to personal details information sharing without requesting individuals’ consents. 12.5 % (5 out of 40 participants) did not express their view. The worry is that the report finding reveals SNS users do not comply with basic security measures as AVG Technologies and CMO Council (2009), revealed in their research. Overall attitudes of participants towards SNS use outcome are positive.
4.6. Social Networking Sites Design Issues and Critics 4.6.1. SNS Design Key Issues The evaluation of SNS for this project indicates they have features which manage the services they provide to users. When looking at Facebook to be specific, due to the complexity of the design, non IT skilled people may find it very hard to navigate around to set privacy as described in chapter 3, and or find their needs with little difficulties. The key issues revealed by participants are: Understanding security settings Confidence in its effectiveness Trust in confidentiality keeping Conviction that they are on the appropriate Social Networking Site
4.6.2. SNS Design Critics
The registration process is a key step for these sites, since they capture amounts of personal data from subscribers, and guarantee the freedom for users to update their information easily.
50
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
The ways these systems retrieve information during users’ interaction might contribute in the way users are easily viewed online, and therefore become vulnerable. We might be tempted to say these systems are developed as non user-centered systems, as lay people might struggle to perform their privacy settings.
4.7. Summary
The report evaluation reveals how Social Networking Sites are having a significant impact in today’s human life and interaction. Apart from genuine SNS users who are attracted by this new tool and use these technologies in acceptable ways as depicted in literature review summary, others “malicious” users including trusted friends and computer criminals mix up with SNS users to make trouble online. This makes it imperative for legislators to work hard to prosecute online criminals. As stated earlier, this project result is based on data from the sample of selected Social Networking Sites, MySpace and Facebook, and volunteer community hence should not be generalised with authority to all SNS or to users’ communities who were not part of this research. The focus in this project evaluation was essentially on privacy features design. From this report, it is apparent that Social Networking Sites users experience privacy frustrations. This justifies the proposed prototype design of a SNS in chapter five below that if developed and implemented might contribute to the effectiveness of social networking sites security.
51
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
CHAPTER FIVE: PROTOTYPE DESIGN This chapter is about a prototype design20 of a user-centered SNS system named
CanUseeMe, which allows users keep track of their relationships and improve their vulnerability. It suggests the methods to choose from, the design and development of the proposed system followed by a brief conclusion.
5.1. Prototype Objectives This easy to use prototype of SNS is intended to foster the relationships between people with similar thoughts (e.g.: religious belief, cultural belonging, etc.). Users of this site may be male or female, IT literate as well as lay people. Narrowing the type of users for this prototype makes it become typical so that every subscriber visiting the site does so for the same reasons.
5.2. Prototype Characteristics In opposite to the SNS evaluated in this project, users of this site can not only enjoy posting personal information and files about themselves but also are required to agree to taking a live picture as a pre-requisite during registration process and also set online privacy. The new built-in feature should make the system able to match subscriber’s details and should have also the ability to deny interaction if pre-requisite privacy setting does not match or if one user refuses for his/her personal details to be viewed by the user on the other side. The system should have the capability to deny a subscriber access to change personal details such as photo taken during registration process. The proposed SNS’ database will have all the subscribers’ personal details in it which will allow the user to make assisted decision on what actions to take when
20 The term design refers both to the creative process of specifying something new and to the representations that are produced during the process. For a website the design include page layout, colour scheme, graphics and overall structure.
52
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
another user tries to get in contact, especially when their personal details do not match the pre-requisite to reduce users’ vulnerability. The proposed system: has to be user-oriented has to improve user vulnerability should help SNS businesses to meet users data protection policy should make personal data collection more effective and efficient.
5.3. Social Context of the Prototype
Using SNS as a method of communication is effective if it can reduce users’ vulnerability whilst offering plenty of help for the activity and meeting their objectives. Since this is only a prototype, privacy issues are to be considered in the design process and social norms may dictate the acceptability of the final design. As part of this design, a user needs to register first and search/add contact(s) before they can interact. For this research, the prototype design is centred on the “Registration” and “Search/Add contact” use cases.
5.4. Technical Requirements
Technical requirements indicate what the system has to do, what it has to be like, how it has to fit in with other things. There are both functional requirements (what the system should be able to do, including functional constraints) and nonfunctional requirements (Benyon, D., Turner, P. and Turner, S. 2005). Technical requirements include: Computer/Laptop/Mobile Phone Incorporated Digital Web Camera (or external USB Web Camera) LAN/Wireless network internet connection Main server at SNS main data storage Website interface for online presence and information Database system to hold subscribers Data 53
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
 Staff supporting users of the new system  Media adverts to explain the system to users
5.5. Requirements Specification Methodology
Knowledge elicitation is the way software developers work with customers and system end-users to find out about the application domain, what services the system should provide to consumers, the required performance of the system and the hardware requirement specification for the usability of the new system. Different requirements specification methods are available from which a choice can be made.
5.5.1. Documentation Documentation technique requires an understanding of different literature about the models of system requirements, the path to follow to achieve the standard system needed. What should happen in next step of development of the system is known in advance. This means the method is not reversible. The disadvantage is the absence of technical talk that leaves potential end-users of the system out of the requirements specification process. This will certainly have an impact on the usability of the new system.
5.5.2. Questionnaires Questionnaire technique is based on the answers potential users of the new system give to the developer. The system will be developed in accordance with these answers. This makes the design of the system easy and can be analysed and upgraded afterward. It is not guaranteed that the answers collected from questionnaire will necessarily be helpful to design the system, since the level of response (Community sample) will influence the design. This will end with a system that is again complex and not easy to use for lay people.
54
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.5.3. Interviews This is a communicational way which is visual and verbal. Users with different IT literacy levels and from diverse backgrounds express their views about the system to be developed. The developer understands technical talk based on response differences from interviewees and develops the system based on interview findings. Interview method seems to put interviewees in challenging attitude which can affect the completion of the project. Time and fund are needed to interview a large and representative number of participants.
5.6. Prototype Design Methodology
Different system design methodologies are used by software designers. Two are investigated and might be used to develop this Social Networking Site; Dynamic Systems Development Methodology (DSDM) and Rational Unified Process (RUP).
5.6.1. Dynamic Systems Development Methodology The Dynamic Systems Development Methodology (DSDM) is a management and control framework for rapid application development. The constructive facade for this methodology is:
Active involvement of end-users in the project team
Definition of structure and controls to be used in a rapid application development of a system.
It is iterative and incremental development process necessary to allow enduser feedback
An approach to prototyping, repetition of prototype until it becomes a working system
During the development, changes on the path to follow are reversible
The contribution of participative design approach is quite clear.
May be used with either an object-oriented or a structured methodology
It produces a partially complete system to confirm some aspects of the requirements 55
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites

It takes a fundamentally different perspective on project control

The requirements are initially agreed at a high level but they are not fixed and the team can refine the requirements or change them

It fixes resources needed for the project, the time for the system to be developed and testing is integrated throughout the life cycle.
The negative aspect of DSDM is that it does not specify a development methodology.
5.6.2. Rational Unified Process
Rational Unified Process (RUP) was developed by IBM as an engineering process that provides a disciplined approach to assigning and managing tasks and responsibilities in developing software systems. This approach presents some advantages such as the use of UML for visual notation and provides guidelines in how to use the UML. The system is developed hand in hand with UML. The design and development process is iterative and incremental. Project progress is measured against clear milestones based on four phases: inception, elaboration, construction, transition. The negative aspect for this method is it does not take end-user in account during the development process.
5.6.3. Design Methodology Evaluation When comparing RUP against DSDM, the latter seems to be a more appropriate approach as end-users are more likely to claim ownership of the system and the risk of building the wrong system is greatly reduced. These two methodologies need to be considered to design this type of SNS.
5.7. Prototype Development To develop the CanUseeMe system, there is need for the technical software development team to consider these stakeholders: User and Client for its usability. 56
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
What services the system should provide, the required performance of the system, software and the hardware are principal elements of the system design. Including Use Case Diagrams21 as part of requirements specification process is advantageous because it helps in defining what exits outside the system (actors)22 and what the system should be able to perform (Use Cases). Another advantage of including Use Case Diagrams is the behaviour of the system can be changed by remodeling the appropriate Stakeholder (actor) and / or just a Use case. It is possible to modify the system from new requirements, simply by asking users what (which Use Case) they want to change and see where this change should be made in other prototype. Also the functionality specified by the Use Cases into a Use Case diagram is structured into the logical. Two specific parameters of requirements are determinant for this task: Time and Cost. To develop the system, these two should be considered as key elements. 5.8. Feasibility Analysis and Design
Since this system is to be user-centered, it is recommended that users determine the features and deliver it to the development team to generate the appropriate software for it. So it is very important to identify the needs first in order to produce the software. Following the identification of the needs, the next step is defining the possible setback. Ignoring this problem by developers may likely incur losses in terms of money and waste of time. Hence it is extremely compulsory to define the problem properly before starting the design. For CanUseeMe SNS proposal, the key feature for the development of the software is the regulation of the vulnerability of the users. In essence, the need is to align the features with the wishes of every category of potential end-users (in terms of age range, gender, interests, profession, belief, etc) and maintain their records in the database. 21 The Use Case is a specific way to use the system. The Use Case has a description of everything in the Use Case Diagram. 22 Actors represent whatever interacts with the system, everything that needs to exchange information with the system including human, external devices, etc.
57
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
This prototype SNS will also have a human computer interface (HIC), in the form of a website, that is easy for users to navigate, interact with the system, input their personal details during registration step, login and take responsibility of whether or not they wish to communicate with other subscribers, using the features provided like searching contacts, adding contacts, building relationships, sending text message, photo and audio-video files, sharing interests, etc.
5.9. Usability Analysis Design
People as users of Technologies to undertake Activities in Contexts should be put in central position (Benyon, D., Turner, P. and Turner, S. 2005). People differ from one another in variety of ways: different personalities, different cognitive skills and preferences. A standardised interface design will facilitate the ability of users to navigate through the site effectively. These are some precautions the Designer needs to be aware of. The relationship between people, activities, context and technologies is schematised in picture 4 below.
Picture 4: People, Activities, Context and technologies. Source: after Carroll (2002, 68) Source: David Benyon, Phil turner & Susan Turner (2005,30): Designing Interactive Systems; People Activities Contexts Technologies
For this prototype, the designer keeps in mind that different users are going to use the system and it is not likely that everyone has high IT literacy, so its interface is simple, easy to navigate, and users do not experience any difficulty. 58
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
The data is uploaded in the website where users can check their details and the administrator can also check the details of the subscribers and take actions as necessary (e.g.: sending warning alerts that a user has tried to access personal data of non-authorised user).
5.10. Web Design - Functionalities
Readers are reminded that this is only a prototype of website that is represented by print screen. No proper/complete functional coding was developed to test the system; hence it needs to be improved with further research.
5.10.1. CanUseeMe Requirements List Requirements list for a computer system such as CanUseeMe social networking site specifies what users want or desire from the system. Two types of requirements are identified in table 6 below: 
Functional requirements that define the function of software in the system (what the system is to do). This constitutes data inputs, data processing, data outputs operations and the behaviour of the use case in the system when users interact with the system;

Non-functional requirement that is related to the design performance, reliability or security of the system.
59
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Functional requirement - Browse the website
Non-functional requirement - Downloading complete page time less
- Register with the website
then 5 seconds.
- Issue User name and password
- Menu easy to see and to navigate.
- Sign into website
- Space sufficient to insert details
- Complete registration process
- The response time for a request must
- Set Privacy rules
be short.
- Select a wish option for contacts
- System available all the time.
- Search for a contact
- System Database able to hold an
- Request add contact
important amount of users records
- Checkout contact details
- System able to upgrade his capacity.
- Match contact details
- Length of time a record should be held.
- Add a contact
- Should not make colour bind person
- Verify customer personal details
confusing
- Confirm/deny access to contact - Process user option - Process networking - Feedback of networking - Sign out Table 6: Prototype Requirements List
5.10.2. Hierarchical Task Analysis In order for a user to surf as a CanUseeMe Social Networking Site member: 0. New subscriber browse the website at its domain name; CanUseeMe.com 1. Register with the website (insert e-mail and password) 2. System send e-mail link to subscriber to agree with policy to activate his/her account 3. Subscriber click the link and is prompt to complete registration) 4. System issues provisional userID and password to subscriber 5. User login into website (imply insert personal details, edit personal profile, insert picture, set privacy, select interaction pre-conditions requirements) 6. System confirms registration completion (including userID and password) 60
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
7. User search-add contact 8. System matches users details (including interaction pre-conditions requirements): a) If details match, system connect users to interact b) Else system prompts user “details do not match” (including agree/disagree displaying personal details options) c) If User agrees/disagrees to display personal details (including Contact checkout personal details, options decision), System process request add/deny add contact process (including establish/deny interaction). 5.11. Web Page Layers
For CanUseeMe site, different page layers need to be considered. These include: Home Page, Information Page, About Us Page, Registration Page, Login Page, My Account Page, My Profile Page, Contact Us Page, Search/Add contact facility and a securely designed Database as illustrated in Picture 5 below.
Registration
Home Page
Information
Contact Us
My Account
Log in
About Us
My Profile
Search/Add Contact
Database
Picture 5 : Web Page Layers – Functionalities
61
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.12. Web Page Storyboard
Storyboarding depicts key actions from the interactive experience of users with the system. In a prototype something happens when the user presses a button, and the action consists of a menu on a post-it (Benyon, D. et.al. 2005). Since the system is for end-users, the prototype captures the outcomes. It will highlight the interface only, as functionality is described in section 5.13. The use of storyboard in this project gives a sense of the flow of the design ideas when involving end-users. To interact with others through CanUseeMe Social Networking Site, these tasks need to be fulfilled in a graphical representation (see storyboards) on next pages.
62
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.12.1. Home Page
Social Networking Site Name
Flash Images
Search Engine facility
SNS Logo Date - Time
Web Link Navigation Bare Home Page Link
About
Us Link
Information Link
Registration Link
Log In box Link
My Account Link
Contact Us Link
Register Image
Log In
Image
My Account My Profile
Information about Social Networking Site
Contact details -
Policy -
More Information link
Privacy
Web Page Background Color: Blue, White Font used: Arial
63
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.12.2. About Us Page
Social Networking Site Name
Flash Images
Search Engine facility
SNS Logo Date - Time
Web Link Navigation Bare Home Page Link
About Us Link
Information Link
Registration Link
Log In box Link
Image
My Account Link
Contact Us Link
Image SNS Information Details
More Information link
Contact details -
Policy -
Privacy
Web Page Background Color: Blue, White Font used: Arial
64
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.12.3. Information Page
Social Networking Site Name Flash Images
Search Engine facility
SNS Logo Date - Time
Web Link Navigation Bare Home Page Link
Image
About Us Link
Information Link
Registration Link
Log In box Link
Information about SNS
My Account Link
Contact Us Link
Image
More Information link
My Account Link
Log In box Link
Search Contact Link Submit Link
Contact details -
Policy -
Privacy
Web Page Background Color: Blue, White Font used: Arial
65
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.12.4. Registration Page
Social Networking Site Name Search Engine facility
Flash Images SNS Logo
Date - Time
Web Link Navigation Bare Home Page Link
Image
About Us Link
Information Link
Registration Link
Log In box Link
My Account Link
Registration Form 0. Insert Personal details Submit Link
My Account Link
Contact Us Link
Image
Log In box Link Search Contact Link Profile Link
1. Visit E-mail Account
More Information link
2. Select Category of Contacts 3. Get Picture from Web Camera
4. Submit Link
Contact details -
Policy -
Privacy
Web Page Background Color: Blue, White Font used: Arial
66
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.12.5. Login Page
Social Networking Site Name Search Engine facility
Flash Images SNS Logo
Date - Time
Web Link Navigation Bare Home Page Link
Image
About Us Link
Information Link
Registration Link
Log In box Link
My Account Link
Log In Form
Contact Us Link
Image
Search Contact Link
Insert UserID
Profile Link
Insert password
More Information link
Submit Link
Contact details -
My Account Link
Policy -
Privacy
Web Page Background Color: Blue, White Font used: Arial
67
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.12.6. My Account Page
Social Networking Site Name
Flash Images
Search Engine facility
SNS Logo Date - Time
Web Link Navigation Bare Home Page Link
About Us Link
Information Link
Registration Link
Log In box Link
My Account Link
Contact Us Link
My Account/Edit Image
Image
Names AccountID E-mail Password
More Information link
Gender Address Profession Privacy Setting (pre-conditions) Save Link
Contact details -
Policy -
Privacy
Web Page Background Color: Blue, White Font used: Arial
68
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.12.7. My Profile Page
Social Networking Site Name Search Engine facility
Flash Images SNS Logo
Date - Time
Web Link Navigation Bare Home Page Link
About Us Link
Information Link
Registration Link
Log In box Link
My Account Link
Contact Us Link
Photo Image
My Profile
Image
Change Photograph
My Account/Edit Names AccountID E-mail
Update Profile Hide
possibility Save Link Unsubscribe Link
Password
More Information link
My Account Link Log In box Link Search Contact Link
Gender Address Profession Privacy Setting (pre-conditions)
Contact details -
Policy -
Privacy
Web Page Background Color: Blue, White Font used: Arial
69
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.12.8. Search/Add Contact Page
Social Networking Site Name Search Engine facility
Flash Images SNS Logo
Date - Time
Web Link Navigation Bare Home Page Link
Image
About Us Link
Information Link
Registration Link
Log In box Link
Search/Add Contact Facility
My Account Link
Contact Us Link
Image
More Information link
0. Search Contact Facility 1. Submit Search Link to Database 2. Request contact details 3. Send/Deny Personal details
My Account Link Log In box Link Search Contact Link
4. View Contact details 5. Add / Deny/Delete Contact 6. Interact with contact
Contact details -
Policy -
Privacy
Web Page Background Color: Blue, White Font used: Arial
70
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.12.9. Contact Us Page
Social Networking Site Name
Flash Images
Search Engine facility
SNS Logo Date - Time
Web Link Navigation Bare Home Page Link
About Us Link
Information Link
Registration Link
Log In box Link
My Account Link
Contact Us Link
Contact Us Details Image
Image
Feedback Form
More Information link
Submit link
Contact details -
Policy -
Privacy
Web Page Background Color: Blue, White Font used: Arial
71
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.13. CanUseeMe System Functionality Principle 5.13.1. Registration Use Case Diagram See appendix 14 5.13.2. Registration Sequence diagram See appendix 15 5.13.3. Registration Activity Diagram See appendix 16 5.13.4. Search-Add Activity Diagram See appendix 17
5.14. System Functionality Scenarios 5.14.1. CanUseeMe Registration Use Case Description Title: Register with the Website. Intent/brief description: This Use Case allows the customer to register with the Website. This procedure allows CanUseeMe to capture all relevant personal details so that users can be issued with a username and password for dating online through the Website. Actor: Users Pre-conditions: Insert personal details: names, address, telephone number, e-mail address. Description:
User accesses CanUseeMe Website
System requires user to register with the Website
User inserts details into the Website (personal details, …)
System issues user with a username and a password
72
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Alternative scenario: User browses the Website, System displays error message and requests
user to register with the Website.
User registers without e-mail address, System requires e-mail address.
User inserts e-mail address
System issues username and password to user
Post-condition: User Sign into the Website
5.14.2. CanUseeMe Search-Add Contact Use Case Description Title: Search-Add Contact. Intent/brief description: This Use Case allows the user to be able to search and add contacts to interact with through the Website. This procedure allows CanUseeMe system to select all relevant pre-requisite personal details so that they can be matched and used to establish or deny connection through the Website. Actor: Users Pre-condition: Insert contact personal details: names. Scenario One:
User 1 Inserts contact name(s)
System sends request to user 2
System matches details
System alerts ‘details do not match’
User 2 requests to view User 1’s personal details
System requests User 1 to disclose personal details
User 1 sends personal details
User 2 views personal details 73
Kinsthwamba Siani
User 2 agrees
User 1, 2 add contact
Critical Evaluation of Social Networking Sites
Post-condition: System establishes communication Scenario Two: User 1 inserts contact name(s) System matches details System alerts ‘details do not match’ User 2 requests to view User 1’s personal details System requests User 1 to disclose personal details User 1 denies disclosing personal details to User 2 Post-condition: System denies connection/access to User 1
5.15. Prototype Screen Print 5.15.1. Home Page In order for an individual to use CanUseeMe SNS, he/she needs to type in the domain name correctly in a browser, to be taken to the home page print screen 10 below.
74
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Print screen 10: CanUseeMe Home Page
75
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.15.2. About Us Page In order for an individual to subscribe to CanUseeMe SNS, he/she needs to know who owns the site and their legal and geographical address as indicated in the About Us page print screen 11 below.
Print screen 11: CanUseeMe AboutUs Page
76
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.15.3. Information Page In order for an individual to subscribe to CanUseeMe SNS, he/she needs to see clearly displayed information in Information page (print screen 12 below) stating for whom this social networking site is meant, what it does, what facilities it offers, what features there are and what other information there are to allow for making appropriate decision of use.
Print screen 12: CanUSeeMe Information Page
77
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.15.4. Registration Page Becoming a CanUseeMe member and user requires subscription by filling this registration form (print screen 13 below) that allows the system capture personal details; keep them in a database and issue userID and password.
Print screen 13: CanUseeMe Registration Page
78
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.15.5. Terms and Conditions The completion of Registration process requires the subscribers to read legal terms and conditions of use of the site (print screen 14) that should be linked as a sub page to Registration page and by ticking the box (see print screen 13 above) that indicates subscribers agree to comply with the policy before being issued with a userID and password.
Print screen 14: CanUseeMe Terms and Conditions Page
79
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.15.6. Login Page This Login page (print screen 15) is where a subscriber who has been recorded as a member of CanUseeMe system and issued with a userID and password can log into the system and access his/her Profile Page to set online privacy and interaction pre-requirements.
Print screen 15: CanUseeMe LogIn Page
80
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.15.7. My Profile Page (Privacy Setting page) My profile page (print screen 16) should clearly display information about the subscriber and also indicate the options where he/she should set online privacy.
Print screen 16: My Profile Page (Privacy Setting page)
81
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.15.8. Privacy Setting Recognition Page Print screen 17 confirms that the subscriber’s details are recorded onto the system and displays privacy setting requirements as set during registration step.
Print screen 17: Privacy Setting /Recognition Page
82
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.15.9. Photo Update To prevent malicious users from hiding their authentic pictures, the system should be able to display such message (print screen 18) below.
Print screen 18: Photo Update deny feedback
83
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.15.10. My Account Page My account page (print screen 19) is where a subscriber can view personal details.
Print screen 19: My Account Page
84
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.15.11. Contact Us Page This is a feedback form that allows users to contact CanUseeMe system administrator and an automated feedback response should be sent to user confirming the interaction between the user and the system (see print screen 2021).
Print screen 20: CanUseeMe Contact Us Page form
85
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.15.12. Contact us feedback
Print screen 21: CanUseeMe Contact Us Page form
86
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
5.16. CanUseeMe Design Legal and Ethical Issues
There is no real legal issue to be considered before designing such Social Networking Site because no laws will be broken. However, to ensure data protection, identification numbers are used in all storage devices to which only administration controller has access to the protected data. There may be upset attitude from potential users about the idea of some personal details being displayed to other Social Networking Site subscribers but this is needed to ensure that users who do not meet pre-requisite requirements to use this SNS will not be allowed. The data display should be restricted and not excessive. Finally the system should be easy to maintain as all equipment is simple and back up plans are in place to avoid users’ records loss. 5.17. Summary From the above chapter, it must be said at this point that no matter how these Social Networking Sites are designed, users are still vulnerable because of criminal activities that operate through them. What is more important and what has formed the aim of this project is the need to evaluate the effectiveness of SNS and find out ways to maximise users’ online safety. We considered that evaluating this report with a sample of real SNS users in our context on their experience with these sites will reveal:
the effectiveness of the use of these sites
the awareness of SNS threats to users
the awareness and issues of existing SNS built-in privacy settings
the appreciation of the need for a proposed measure and design that might increase online security
87
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
CHAPTER SIX: CONCLUSIONS AND RECOMMENDATIONS 6.1. Recommendations
After a critical evaluation of Social Networking Sites, an analysis of some features, the impacts on users social relationship and the threats that are linked with the use of these technologies, it is rational to recommend a set of measures that could be taken and implemented in order to prevent users’ online vulnerability. The tasks need to be shared amongst all stakeholders within our communities since the impact of threats affects not only individuals, group of individuals or organisations. It is all our society which is at risk, therefore not easy to determine what measures to recommend or to who the responsibility must be to minimise SNS online vulnerability. This set of recommendations will be at three stages:
6.1.1. Recommendations to lawmakers The evaluation of SNS reveals the existence of low level of awareness about online privacy setting measures amongst online community members and their laid-back attitude to consider personal privacy security. The fissure shaped by this project would constitute an opportunity for Lawmakers to gather IT researchers and professionals, SNS software designers and businesses, and SNS users and generate more awareness in terms of SNS software design and use. Lawmakers as government representatives should put in force legal reprimand against IT use infringement.
6.1.2. Recommendations for SNS software designers and businesses
Whilst this project prototype was in its concluding phase, DailyMail broadcast on its Monday, 12 July 2010 online heading that Facebook has considered to have a feature to report abnormal online behaviour that will contribute to minimise threats (DalyMail 2010).
88
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Despite engineering design effort deployed in securing SNS systems by featuring these technologies with privacy setting facilities, the outcome will be nil unless information on vital principles of online safety are made available to educate subscribers at an earlier stage of registration process. SNS businesses should display security awareness on their home pages to let potential users have reminder information about online data storage and privacy setting measures.
6.1.3. Recommendations for SNS Users
Living in a digital society era, SNS technologies use has become uncontainable. Those SNS evaluated in this project have build-in features to set-up online privacy security following the on-screen set of directives as described in chapter three section10 of this project. Users will therefore only have themselves to blame if they neglect their responsibility to ensure they are protected whilst online by making sure these privacy settings are patiently and correctly filled-in. This process will only take a few minutes of their time but will in the long run save them from disappointment and heartache.
6.2. Further Research Proposal
From this project topic, Social Networking Site has a real impact which affects a large number of individuals, group of individuals and organisations within our society who rely on this technology to sustain their communities and business life. The evidence of online vulnerability resulting from the use of Social Networking Sites is a social problem. Nevertheless, little contribution had been done about this issue whilst it could jeopardise the progress of this technology, therefore the benefit it offers to people to interact without geographical boundaries. Due to the established relevance of SNS to the general public, there is need for further investigation to confirm these highlighted risks. This will further create awareness amongst all stakeholders and illicit the necessary actions.
89
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
6.3. Conclusion
This evaluation has touched different aspects of Social Networking Sites. It looked at Information Technology, Internet and Web 2.0 to appraise the technologies involved in Social Networking Sites, and highlighted some of the key issues that users experience while using these sites, before suggesting a prototype design. This is due to the complexity and fast development of SNS technologies. This report without doubt will leave some readers with the hunger to see the prototype system being developed and tested. However, at this stage of the project the aim was to evaluate SNS, what they can do and how they impact on users’ interactions. The evaluation indicates that SNS need not be considered as a simple set of technologies. It is more than a social platform for people to interact online, with no guarantee of privacy security for users. This implies that online personal data storage and privacy keeping will remain cause of worry amongst users. SNS users therefore, need to become more aware of online threats and comply with recommended privacy setting measures. The proposed prototype design was necessary for this report but it is not the only design to preserve SNS users’ security, however it is a contribution to the effectiveness of Social Networking Sites design, to minimise the effects of disappointment that users experience in online communities. Finally, the freedom for users to self-generate content for their profiles and files posted will without doubt continue to cause sleepless nights for software designers and IT lawmakers because malicious users will always try to counter the effort of security setting features.
90
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
LIST OF REFERENCES Adler P.S, and Kwon, S.W. (2002) ‘Social Capital: Prospects for a New Concept’. Academy of Management Review 27 (1), 17-40 AVG Technologies and CMO Council (2009) Social Networking Poll Shows Users More Vulnerable than Ever [online] available from <http://www.cmocouncil.org/news/pr/ 2009/082609.asp> [23 February 2010] Bargh, J. A. and McKenna, K.Y.A. (2004) ‘The Internet and Social Life’. Annual Review of Psychology 55, 573 - 590 Bargh, J. A., McKenna, K. Y. A., and Fitzsimons, G. M. (2002) ‘Can You See the Real Me?’ Activation and Expression of the “true self” on the Internet. Journal of Social Issues 58 (1), 33-48 Bennett, S., McRobb, S. and Farmer, R. (2006) Object Oriented Systems Analysis and Design: Using UML. 3rd Ed., McGraw-Hill Education, Shoppenhangers Road, Maidenhead, Berkshire, SL6 2QL Benyon, D., Turner, P. and Turner, S. (2005) Designing Interactive Systems: People, Activities, Contexts, Technologies. Pearson Education Limited, Edinburgh Gate: Harlow, Essex, CM20 2JE, England. Bogatin, D. (2006) MySpace Homepage Nearing $1Million Daily ad Price Tag [online] available from < http://blogs.zdnet.com/micro-markets/?p=89> [23 April 2010] Boyd, d. and Ellison, N.B. (2008) ‘Social Network Sites: Definition, History, and Scholarship’. Journal of Computer-Mediated Communication (13), 210-230 Boyd, D. M., and Ellison, N. B. (2007) ‘Social Network Sites: Definition, History and Scholarship’. Journal of Computer Mediated Communication 13 (1), Article 11 Cassidy, J. (2006) ‘Me media: How hanging out on the Internet became big business’. The New Yorker 82 (13), 50 Chafkin, M. (2007) ‘How to Kill a Great Idea?’. Inc. Magazine [online] available from < http://www.inc.com/magazine/20070601/features-how-to-kill-a-great-idea.html> [13 May 2010] Charnigo, L. and Barnett-Ellis, P. (2007) ‘Checking out Facebook.com: The Impact of a Digital Trend on Academic Libraries. in Information Technology and Libraries [online] 26 (1), 23. Available from<http://bibwiki.com/bibwiki/cgi/kmd2004? Charnigo,+Barnett-Ellis,+2007> [11 march 2010] Chief Marketing Officer Council (2009) Social Networking Poll Shows Users More Vulnerable than ever [online] available from < http://www.cmocouncil.org/news/ pr/2009/082609.asp>[13 May 2010]
91
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Cohen, R. (2003) ‘Livewire: Web Sites try to make Internet dating less creepy’. Reuters [online] available from <http://asia.reuters.com/newsArticle.jhtml?type=internetNews &storyID=3041934> [23 April 2010] ComScore (2007) ‘Social Networking Goes Global’. Reston, VA. [Online] available from < http://www.comscore.com/press/release.asp?press=1555> [10 May 2010] Consumer Affairs (2006) ‘Connecticut opens MySpace.com probe’. Consumer Affairs [online] available from<http://www.consumeraffairs.com/news04/2006/02/ myspace.html> [24 November 2009] Danah M. Boyd and Nicole B. Ellison (2007) ‘Social Network Sites: Definition, History, and Scholarship’ Michigan State University [online] available from <http://consom macteurs.blogs.com/files/socialnetworksites_boyd-ellision_2007.pdf> [29 December 2009] DalyMail (2010) ‘Facebook-finally-bows-child-protection-calls-adds-panic’ [online] available from <http://www.dailymail.co.uk/news/article-1293942/Facebook-finally-bows-childprotection-calls-adds-panic-button.html?ITO=1708&referrer=yahoo>[12 July 2010] Gabbay, N. (2006) eHarmony Case Study: Offline Advertising the Key to Scale. [Online] available from < http://www.startup-review.com/blog/eharmony-case-study-offlineadvertising-the-key-to-scale.php> [07 April 2010] Gee, J.P. (2004) Situated Language and Learning: A Critique of Traditional Schooling. London: Routledge Layton, J. (2006) Behind the Scenes: Business and Technology [Online] available from < http://computer.howstuffworks.com/myspace1.htm > [06 November 2009] George, A. (2006) ‘Living Online: The End of Privacy?’, New Scientist [online] 2569. Available from <http://www.newscientist.com/channel/tech/mg19125691.700-livingonline-the-end-of-privacy.html> [24 March 2010] Gibbs, J. L., Ellison, N. B., and Heino, R. D. (2006) Self-presentation in Online Personals: The Role of Anticipated Future Interaction, Self-disclosure, and Perceived Success in Internet dating. in Communication Research 33 (2), 1-26. Internet World Stats (2009) World Internet Users and Population Stats [online] available from <http://www.internetworldstats.com/stats.htm>[10 December 2009 ] Internet World Stats (2010) World Internet Users and Population Stats [online] available from <http://www.internetworldstats.com/stats.htm>[15 July 2010] Fafinski,S.(2007) UK Cybercrime Report [online] available from <https://www.garlik.com/press/Garlik_UK_Cybercrime_Report.pdf> [ 23 February 2010] Jo Steele, (2010), Metro Newspaper, Tuesday 9 March 2010 Quigley, E. and Gargenta, M. (2006) PHP and MySQL. Printice Hall. Pearson Education 92
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Ellison, N., Steinfield, C. and Lampe, C. (2007) ‘The Benefits of Facebook "friends": Exploring the Relationship between College Students' use of online Social Networks and Social Capital’. Journal of Computer-Mediated Communication [online] 12 (3), article 1. Available from < http://jcmc.indiana.edu/vol12/issue4/ ellison.html> [11 March 2010] Ellison, N. B., Steinfield, C. and Lampe, C. (2007) The Benefits of Facebook "Friends": Social Capital and College Students' Use of Online Social Network Sites. Department of Telecommunication, Information Studies and Media, Michigan State University Hall, M. and B. Havens (2001) The Effect of Social Isolation and Loneliness on the Health of Older Women. Older Women's Health. P- O Projects. Manitoba, Prairie Women's Health Center of Excellence (PWHCE). Hampton, K. N. and B. Wellman (2003) Neighboring in Netville: How the Internet Supports Community and Social Capital in a Wired Suburb? City and Community 2 (3), 277311 Haythornthwaite, C. (2005) Social Networks and Internet Connectivity Effects. Information, Communication and Society 8 (2), 125-147 H.R. 5319, 109th Congress (2006) Deleting Online Predators Act of 2006 [online] available from <http://www.govtrack.us/congress/billtext.xpd?bill=h109-5319> [23 June 2010] Helliwell, J. F. and Putnam, R.D. (2004) The Social Context of Well-Being. London: Oxford University Press. Hodge, M. J. (2006) The Fourth Amendment and Privacy Issues on the "New" Internet: Facebook.com and MySpace.com. Southern Illinois University Law Journal 31, 95 -122 Hogan, B. (2008) Analysing Social Networks via the Internet. [Online] available from <http://individual.utoronto.ca/berniehogan/Hogan_SAGE_Internetworks_RC1.pdf> [11 March 2010] Kraut, R., Patterson, M. et al. (1998) ‘Internet Paradox: A Social Technology that Reduces Social Involvement and Psychological Well-being?’ American Psychologist 53 (9), 1017-1031 [Online] available from <http://www2.fhs.usyd.edu.au/arow/sco/ socialcapital.htm> [23 February 2010] Kumar, R., Novak, J., and Tomkins, A. (2006) Structure and Evolution of Online Social Networks. Proceedings of 12th International Conference on Knowledge Discovery in Data Mining, New York: ACM Press 611-617 Lampe, C., Ellison, N. and Steinfield, C. (2006) A Face (book) in the crowd: Social Searching vs. Social Browsing. Proceedings of CSCW-2006, New York: ACM Press 167-170
93
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Lampe, C., Ellison, N., and Steinfeld, C. (2007) A familiar Face (book): Profile Elements as Signals in an Online Social Network. Proceedings of Conference on Human Factors in Computing Systems, New York: ACM Press 435-444 Lenhart, A., and Madden, M. (2007) ‘Teens, Privacy and Online Social Networks’. Pew Internet and American Life Project Report [online] available from <http://www.pewinternet.org/Reports/2007/Teens-Privacy-and-Online-SocialNetworks.aspx > [09 June 2010] Lovett, P., Aslam, F. and Aslam, T. (2009) 304KM - Digital Society and Technology, 3rd year module, Department of Computing and digital environment, Faculty of Engineering and Computing, Coventry University, UK Luo, J. (2007) Social Networking: Now Professionally Ready. Primary Psychiatry 14 (2), 21-24 Nielson Company (2009) ‘Global Female/Male Audience Grows of Facebook’ [online] available from <http://blog.nielsen.com/nielsenwire/global/social-networking-newglobal-footprint/>[5 June 2010] Nielson Company (2007) Global Female/Male Audience Grow of Facebook [online] available from < http://blog.nielsen.com/nielsenwire/global/social-networking-newglobal-footprint/ > [11 February 2010] Gibs, J. (2009) Social Media: The Next Great Gateway for Content Discovery? [Online] available from < http://blog.nielsen.com/nielsenwire/online_mobile/social-mediathe-next-great-gateway-for-content-discovery/> [22 March 2010] Nyland, R., Marvez, R., and Beck, J. (2007) ‘MySpace: Social Networking or Social Isolation?’ Paper presented at the midwinter conference of the Association for Education in Journalism and Mass Communication, Reno, NV. New York Times (2009) ‘Facebook the World's Largest Social Network’ [online] available from <http://topics.nytimes.com/top/news/business/companies/facebook_inc/ index.html?scp=1&sq=Facebook%20criticism&st=cse> [2 March 2010] Nie, N. H. (2001) ‘Sociability, Interpersonal Relations and the Internet Reconciling Conflicting Findings’, Stanford University [online] available from <http://abs.sagepub.com/content/45/3/420.short> [10 May 2010] Nie, N.H., (2001) Sociability, Interpersonal Relations and the Internet: Reconciling Conflicting Findings. American Behavioral Scientist 45 (3), 426-437 Nie, N. H. and Erbing, L. (2000) Internet and Society: A Preliminary Report. Stanford, CA: Stanford Instituted for the Quantitative Study of Society. Pete, W. (2006). MySpace Facebook Attract Online Predators [Online] available from < http://www.msnbc.msn.com/id/11165576/> [18 may 2010] Putnam, R. D. (2001) Bowling Alone: The Collapse and Revival of American Community. London: Simon and Schuster. 94
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
UK Office for National Statistics (2009) Households with access to the Internet [online] available from < http://www.statistics.gov.uk/cci/nugget.asp?ID=8> [10 December 2009] Schrobsdorff, Susanna., (2006) Predators Playground’? [Online] available from <http://www.msnbc.msn.com/id/11065951/site/newsweek/> [03/06/2010] Sophos (2009) ‘Security threat Report: Prepare for this year’s new threats’ [Online] available from<http://originwww.sophos.com/sophos/docs/eng/marketing_material/ sophos-security-threat-report-jan-2009-na.pdf > [20 April 2010] Skog, D. (2005) ‘Social Interaction in Virtual Communities: The significance of technology. International Journal of Web Based Communities 1 (4), 464-474 The Nielsen Company (2008) ‘Fastest Growing Social Networks’ Media Alert [online] available from <http://www.nielsen-online.com/pr/pr_081022.pdf> [11 February 2010] Thomas Friedman, (2006) The World is Flat: A brief history of the twenty first century. Farrar, Straus and Giroux, Hardcover. The World Bank,s 'Social Capital (1999) [online] available from <http://www.infed.org/ biblio/social_capital.htm> [15 April 2010] Resnick, Paul (2001) Beyond Bowling Together: Sociotechnical Capital. Carroll J. (Ed.) HCI, The New Millenium, Boston Ma, Addison-Wesley: 247-272
Walonick, D.S. (2004), Survival Statistics, StatPac, Inc., Bloomington, MN, Wellman, B., Salaff, J., Dimitrova, D., Garton, L., Gulia, M., and Haythornthwaite, C. (1996) Computer Networks as Social Networks: Collaborative Work, Telework, and Virtual Community. Annual Review of Sociology 22, 213-238 Wellman, B., Haase, A. Q., Witte, J. and Hampton, K. (2001) Does the Internet Increase, Decrease, or Supplement Social Capital? Social Networks, Participation, and Community Commitment. American Behavioral Scientist 45 (3), 436-455 Wellman, B. and Hampton, K. (2001) Long Distance Community in the Network Society: Contact and support beyond Netville. American Behavioral Scientist, 45 (3), 476495 Wicks, P. (2006) Patients Like Me Study. PatientsLikeMe [Available] online from < www.patientslikeme.com> [4 April 2010] Wikipedia (2007) Social Network [Online] available from <http://en.wikipedia.org/wiki/ Social_network> [22 October 2009]
Website Facebook.com www.MySpace.com 95
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
http://news.oneindia.in/2010/02/02/social-networking-cyber-crime-facebook-twitter.html http://www.infed.org/biblio/social_capital.htm http://www.myspace.com/index.cfm?fuseaction=misc.aboutus http://www.allfacebook.com/2009/02/facebook-privacy/ http://www.facebook.com/ http://searchservice.myspace.com/index.cfm?fuseaction=sitesearch.friendfinder http://www.linkedin.com/ http://www.comscore.com/Press_Events/Press_Releases/2007/07/Social_Networking_Go es_Global http://www.myspace.com/index.cfm?fuseaction=misc.aboutus http://www.infed.org/biblio/social_capital.htm> http://www.reuters.com/article/idUSTRE55S55820090629 http://news.oneindia.in/2010/02/02/social-networking-cyber-crime-facebook-twitter.html http://news.oneindia.in/2010/02/02/social-networking-cyber-crime-facebooktwitter.html[27/05/2010] http://www.facebook.com/ http://searchservice.myspace.com/index.cfm?fuseaction=sitesearch.friendfinder http://www.linkedin.com/ http://www.darkreading.com/insiderthreat/security/client/showArticle.jhtml?articleID=21950 0179 http://www.statistics.gov.uk/cci/nugget.asp?ID=8 www.pcmag.com
96
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
APPENDICES Project Brief Interim Progress Report Appendix List -
Appendix 1: Project Time Plan
-
Appendix 2: Revised Project Time Plan
-
Appendix 3: Refine Project Time Plan
-
Appendix 4: Project Progress Meetings With Supervisor
-
Appendix 5: World Internet Users And Population Statistics
-
Appendix 6: MySpace Summary Presentation
-
Appendix 7: FaceBook Summary Presentation
-
Appendix 8: Social Networking Functionalities Use Case Diagram
-
Appendix 9: Social Networking Sites Registration Activity Diagram
-
Appendix 10: Social Networking Sites Registration Sequence Diagram
-
Appendix 11: Evaluation Questionnaire
-
Appendix 12: Participant Information Sheet
-
Appendix 13: Participant Consent Statement Form
-
Appendix 14: CanUseeMe Registration Use Case Diagram
-
Appendix 15: CanUseeMe Registration Sequence Diagram
-
Appendix 16: CanUseeMe SNS Registration Activity Diagram
-
Appendix 17: CanUseeMe Search-Add Activity Diagram
-
Appendix 18: Table of Tables
-
Appendix 19: Table of Figures
-
Appendix 20: Table of Graphs
Risk Assessment Form
97
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
APPENDIX 1: PROJECT TIME PLAN STUDENT SURNAME: SIANI STUDENT FORENAME: KINSTHWAMBA PROJECT TITLE: CRITICAL EVALUATION OF SOCIAL NETWORKING SITES SUPERVISOR: FURRKH ASLAM OCTOBER 2009 5
12
19
26
NOVEMBER 2009 2
9
16
23
DECEMBER 2009 30
7
14
21
28
JANUARY 2010 4
11
18
25
FEBRURY 2010 1
8
15
MARCH 2010 22
1
8
15
22
APRIL 2010 29
5
12
19
- Informal reading and search; Topic definition Background literature review and investigation of social networking sites; Compiling Report documentation (desk-based search) and Report Introduction start-up; Refine/fix aims and objectives Familiarise myself with Social Networking Sites; Carry on with literature review; Methodology design; Report Preparation and writing; Questionnaire design; Questionnaire; Interview; Focus group Report writing continue; Data Collection and Analysis
Legend - Green indicate completed and above the average completed tasks - Red indicate activities ongoing or not yet started
Result s discussion and Evaluation Project Report preparation; Writing continue
Conclusion Contingency Report submission
98
26
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
APPENDIX 2: REVISED PROJECT TIME PLAN STUDENT SURNAME: SIANI STUDENT FORENAME: KINSTHWAMBA PROJECT TITLE: CRITICAL EVALUATION OF SOCIAL NETWORKING SITES SUPERVISOR: FURRKH ASLAM
OCTOBER 2009 5
12
19
26
NOVEMBER 2009 2
9
16
23
DECEMBER 2009 30
7
14
21
28
JANUARY 2010 4
11
18
FEBRURY 2010 25
1
8
15
MARCH 2010 22
1
8
15
22
APRIL 2010 29
5
12
19
26
- Informal reading and search; Topic definition Background literature review and investigation of social networking sites; Compiling Report documentation (desk-based search) and Report Introduction start-up; Refine/fix aims and objectives Familiarise myself with Social Networking Sites; Carry on with literature review; Methodology design; Report Preparation and writing; Questionnaire design;
Legend - Green indicate completed and above the average completed tasks - Red indicate activities not yet started
Questionnaire; Interview; Focus group Report writing continue; Data Collection and Analysis, Methodology Design prototype, documentation Results discussion and Evaluation Project Report preparation; Writing continue
Conclusion Contingency Report submission
99
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
APPENDIX 3: REFINE PROJECT TIME PLAN STUDENT SURNAME: SIANI STUDENT FORENAME: KINSTHWAMBA PROJECT TITLE: CRITICAL EVALUATION OF SOCIAL NETWORKING SITES SUPERVISOR: FURRKH ASLAM
FEBRUARY 2010 5
12
19
26
MARCH 2010 2
9
16
23
APRIL 2010 30
7
14
21
MAY 2010 28
4
11
18
JUNE 2010 25
1
8
15
JULY 2010 22
1
8
15
22
AUGUST 2010 29
5
12
19
20
- Informal reading and search; Topic definition Background literature review and investigation of social networking sites; Compiling Report documentation (desk-based search) and Report Introduction start-up; Refine/fix aims and objectives
Legend - Green indicate completed and above the average completed tasks - Red indicate activities ongoing or not yet started
Familiarise myself with Social Networking Sites; Carry on with literature review; Methodology design; Report Preparation and writing; Questionnaire design;
Questionnaire; Interview; Focus group Report writing continue; Data Collection and Analysis, Results discussion and Evaluation Project Report preparation; Writing continue Methodology Design prototype, documentation
Conclusion Contingency Report submission
100
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
PROJECT DISCUSSION RECORD Appendix 4: Project Progress Meetings with Supervisor Student: Kinsthwamba Siani
Supervisor: Furrkh Aslam
Project Title: CRITICAL EVALUATION OF SOCIAL NETWORKING SITES Meeting
DATE
DISCUSSIONS TOPIC
No 1
28/10/2009
Introductory meeting with Project Supervisor Furrkh Aslam. Advice to keep meeting notes and diary Furrkh Aslam gave me three topics he had prepared and asked me to go and consider them
2
30/10/2009
We discussed with Furrkh Aslam on the topic I had picked for this project. My choice of project topic is: Critical Evaluation of Social Networking Sites. I explained the choice for this topic. The choice of topic is purely a matter of personal interest and the features provided by these sites to meets usersâ&#x20AC;&#x2122; needs.
3
06/11/2009
Made corrections to my Project Brief. He suggested some aspects to be considered for the project and resources for literature review.
101
Kinsthwamba Siani
4
13/11/2010
Critical Evaluation of Social Networking Sites
Submitted Project Brief We discussed about the orientation of the project to insure I understood the aims, the objectives and disagree on what I intended. Risk Assessment Form signature Ethics aspect of the research Discussed on examples of Social Networking Sites and on how Social Networking Sites affect human relationship and interaction in today society.
5
26/11/2009
We discussed about the plan of the project, and the content that should be considered.
6
02/12/2009
Review of methodologies for this project Look at SNS effectiveness through a questionnaire. Supervisor advised for the methodology to be included in Chapter One
7
18/12/2009
Looked at the report presentation of Interim Progress and submission
102
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
8
05/01/2010
Submitted Project first chapter to the Supervisor
9
14/01/2010
Visited Project Supervisor to seek clarification about my orientation for the evaluation of Social Networking Sites, to ensure that we have the same view.
10
10/03/2010
Visited Project Supervisor to seek feedback for Chapter One and my orientation for the evaluation of Social Networking Sites, to ensure that we have the same view.
11
02/05/2010
Meeting regarding the progress of the project. Where did I stop before deferral and what need to be done
12
03/05/2010
13
12/07/2010
Refine the project plan to fit in with the dateline.
We had a discussion on Project progress, Presentation He advise me on what is expected and suggested what need to be avoid during presentation
15
02/08/2010
Meeting turn round Project grammatical correction The Supervisor made some advice on paragraph lengh. Add a summary at the end of each chapter
16
12/08/2010
17
20/08/2010
Project printed and bounded ready for submission
Project submission
103
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 5 Table 3: World Internet Users and Population Statistics
WORLD INTERNET USAGE AND POPULATION STATISTICS World Regions
Population ( 2010 Est.)
Internet Users Dec. 31, 2000
Internet Users Latest Data
Penetration (% Population)
Growth 2000-2010
Users % of Table
Africa
1,013,779,050
4,514,400
110,931,700
10.9 %
2,357.3 %
5.6 %
Asia
3,834,792,852 114,304,000
825,094,396
21.5 %
621.8 %
42.0 %
Europe
813,319,511 105,096,093
475,069,448
58.4 %
352.0 %
24.2 %
Middle East
212,336,924
3,284,800
63,240,946
29.8 %
1,825.3 %
3.2 %
North America
344,124,450 108,096,800
266,224,500
77.4 %
146.3 %
13.5 %
Latin America/Caribbean
592,556,972
18,068,919
204,689,836
34.5 %
1,032.8 %
10.4 %
34,700,201
7,620,480
21,263,990
61.3 %
179.0 %
1.1 %
6,845,609,960 360,985,492 1,966,514,816
28.7 %
444.8 %
100.0 %
Oceania / Australia WORLD TOTAL
NOTES: (1) Internet Usage and World Population Statistics are for June 30, 2010. (2) CLICK on each world region name for detailed regional usage information. (3) Demographic (Population) numbers are based on data from the US Census Bureau . (4) Internet usage information comes from data published by Nielsen Online, by the International Telecommunications Union, by GfK, local Regulators and other reliable sources. (5) For definitions, disclaimer, and navigation help, please refer to the Site Surfing Guide. (6) Information in this site may be cited, giving the due credit to www.internetworldstats.com. Copyright Š 2000 2010, Miniwatts Marketing Group. All rights reserved worldwide. Source: http://www.internetworldstats.com/stats.htm
104
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 6: MySpace Summary Presentation
My space is a social networking site launched in August 2003 by a group of creators; among them Chris DeWolfe and Tom Anderson. The company is based in Beverly Hills, California, USA. This social network site became popular in 2006 but it was overtaken two years later by its principal rival Facebook. MySpace counts 66 million subscribers/active users in June 2010. This Place for Friends social networking site is designed in a manner that gives users the freedom to customise their profile page layout and colours. Today MySpace is used in more than 25 languages. In 2006 the revenue23 was estimated to US$ 100 million, then US$ 385 million in 200924. The company employs more than 1.000 people but 30% of the workforce was sacked in 2009. eUniverse employees were MySpaceâ&#x20AC;&#x2122;s first users. The URL for this social networking site is www.myspace.com .
23 MySpace operates solely on revenues generated by advertising as its user model possesses no paid-for features for the end user. Source: http://en.wikipedia.org/wiki/Myspace.com#Revenue_model 24 http://en.wikipedia.org/wiki/Myspace
105
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 7: FaceBook Summary Presentation
Mark Elliot Zuckerberg co-founded Facebook in February 2004 with classmates Dustin Moskocitz, Eduardo Saverin and Chris Huges whilst they were students at Harvard University. Facebook became a real social networking site in 2007. This social network site was initially only for Harvard students, further it became open to Boston area colleges, and then expanded to accommodate any university and high school. Finally, it opened the door to over 13 year olds around the world, with more than 500 million active subscribers/users in July 2010. Users create at least 25 billion pieces of content such as web links, news stories, blogs, photo albums, etc every month (Facebook, 2010)25 The headquarters of Facebook are based in Palo Alto, San Francisco, California, USA, Dublin in Ireland for Europe, Africa and Middle East and Seoul, South Korea for Asia zone. This multilingual social networking site had capital revenue estimated at 800 million
USD
in
2009, and employing more than
1400 people
today.
The URL for this social networking site is: www.facebook.com .
25 http://www.facebook.com/press/info.php?statistics
106
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 8: Social Networking Functionalities Use Case Diagram
Browse the website Insert Password Insert E-mail Insert Names Select date of bearth
Select gender
Capture details
Agree to Policy
SNS User Generate Account Activation link Activate Account
Log In
Activate Telephone
Set Profile
Share pictures/videos
Search/Add Friends
Find friends/partners
Networks
Upload pictures/videos Send SMS
System/ Website
Join groups Create events
Find events/carrier s
107
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 9: SNS Registration Activity Diagram
SNS Subscriber
System Display registration form Click Sign Up link
Insert registration information
Validate registration information
Click register
Subscriber tries registration again againnformation Invalid registration information
Subscriber exits registration information
Prompt for re-entry to Subscriber
Valid registration information
Display successful registration message
108
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 10: Registration Sequence Diagram SNS WebServer Subscriber
<<UI>> Browser
Internet
WebServer
aSubscriber
Registration Form
Page
aAccount
DB
Browse SNS Home page Request SNS Home Page
Response [Home SNS Page] Select Registration Page Request Registration Page If (User not logged in) Perform User login procedure not logged in)
User Login
New (): page Prepare page
()
Initialize (): void
New(SubscriberId): aSubcriber
GetRegistrationInfo()
GetSubscriberRegistration(SubcriberId)
return(registrationData) Response
return(data)
return
InsertDetails
Submit
[Registration Page] Postback Registration Page
Postback() new(accountId): aAccount CheckStatuts(): Accountstatuts
109
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 11: Evaluation Questionnaire
Project Title: CRITICAL EVALUATION OF SOCIAL NETWORKING SITES
1. Are you a Social Networking Site user? Yes
No
If your response is Yes you can participate in this research by completing this questionnaire. If your response is No, thank you for your time. 2. What Social Network Site(s) do you use? Facebook
MySpace
Other
3. Do you feel you can trust these Social Networking Sites in terms of security? Please rate (not at all) 1
2
3
4
5
(very much)
4. What experience informs your answer in question 3 above?
5. Do you feel these Social Networking Sites are effective in maintaining or building relationships? Please rate (not at all) 1
2
3
4
5
(very much)
6. What experience informs your answer in question 5 above?
7. Do you think these Social Networking Sites are effective in terms of privacy? Please rate (not at all) 1
2
3
4
5
(very much)
8. What experience informs your answer in question 7 above?
110
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
9. Are you aware of the ‘Privacy Settings’ feature on these Social Networking Sites? Please rate (not at all) 1
2
3
4
5
(very much)
10. Do you take time to set the ‘Privacy Settings’ on your profile page? Yes
No
11. Do you feel that these Social Networking Sites are genuinely concerned about users’ privacy? Please rate (not at all) 1
2
3
4
5
(very much)
12. What do you suggest to ensure the ‘Privacy Right’ of an individual user is respected?
111
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 12: Participant Information Sheet Project Title: Critical Evaluation of Social Networking Sites
What is the purpose of the project?
The aim for this project is to critically evaluate and write a report on current Social Networking Sites used by individual/group of people to maintain offline relationships online or create new contacts with the intend to gain social capital.
The aim of the project will be achieved following the objectives below:
Analysis of different types of SNS features and their applications for users; Analysis of the impacts (advantages/disadvantages) of these sites on people’ relationships; Analysis of the effectiveness of social networking sites; Analysis of potentials threats linked to the use of these sites; Design of a prototype of a Social Network Site. Recommendations to users and designers
Why have I been approached?
For the purposes of the project I need to recruit a number of students’ participants from both gender and age group (18-25, 26-35, 36-50, 50 and over) studying at Coventry University and who are social networking sites users. These are the only criteria that I have for recruiting participants to the project, although I will also be interested to know if you experience privacy worries in taking part to this research. However, this will not prevent you from taking part in the study.
Do I have to take part?
No. Participation is entirely voluntary. If you change your mind about taking part in the 112
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
study you can withdraw at any point during the session and at any time. If you decide to withdraw all your data will be destroyed and will not be used in the study. There are no consequences to deciding that you no longer wish to participate in the study. What will happen to me if I take part? You will be asked to come along once to take part in a short 20 minutes session during which you will be asked to complete no more than 10 questions, easy to answer.
You will be provided with a pen as reward.
What are the possible disadvantages and risks of taking part?
There is no challenging task to perform. This is deliberate informal one-to-one session. One disadvantage is that you will need to complete the questionnaire during a slot of time, which may be difficult if you have to interrupt your academic task for 20 minutes. I do appreciate your time.
What are the possible benefits of taking part?
As a student, by taking part in this study you will gain an insight into the risk that might degenerate to social networking sites users within your online community. How risks of online communication can be prevented and what technologies, software are available.
How a social research project is conducted and what it is like to be a participant in such a study. If you are a student this information could be used to shape and inform how you choose to design and conduct your own final year project or dissertation.
What if something goes wrong? If we have to cancel the session I will attempt to explain you as soon as possible using the method indicated on the consent form. If you change your mind about taking part in the study you can withdraw at any point during the session. 113
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
If you decide to withdraw all your data will be destroyed and will not be used in the study. Will my taking part in this study be kept confidential?
Yes. Participants ID cannot be identified. All the consent forms will be anonymous. You will only be identified on the score sheet by your participant code number. I will only retain the data from the project until my final mark for my project has been release. They will then be destroyed. When the data has been entered into a computer file, your scores will only be associated with your code number.
What will happen to the results of the research project?
The results will be written up and presented as part of my final year project report. If the results are novel, it may also be presented at academic conferences and / or written up for publication in peer reviewed academic journals.
Who is organising and funding the research?
The research is organised by: Mr KINSTHWAMBA SIANI, who is a final year undergraduate student at Coventry University; Faculty of Engineering and Computing; Department of Computing and Digital Environment. This project is not externally funded.
Who has reviewed the study?
The Department of Computing and Digital Environmentâ&#x20AC;&#x2122;s Undergraduate Ethics Committee (via research supervisor) has reviewed and approved this project.
Contact for Further Information Names: Kinsthwamba Siani E-mail Address: sianip@coventry.ac.uk Telephone/Mobil: 02476441876 - 07944901149 114
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 13: Participant Consent Statement Form Research Topic: Critical Evaluation of Social Networking Sites Please complete and sign both sections and retain the bottom section, hand the top section of the form to the research facilitator before you leave
Participant Reference Code: I have read and understand the attached participant information sheet and by signing below I consent to participate in this project study. I understand that I have the right to withdraw my participation from the study without giving a reason at any time. Print Name:............................................................. Signed:............................ Witnessed by (Print Name):.............................................................Signed:........................... Researcherâ&#x20AC;&#x2122;s Signature:..................................................................Date:.........../........./2010 If you have any inquiries about the research or if you wish to withdraw your participation, please contact me on my e-mail: sianip@coventry.ac.uk
Participant Consent Statement Form Research Topic: Critical Evaluation of Social Networking Sites Please complete and sign both sections and retain the bottom section, hand the top section of the form to the research facilitator before you leave
Participant Reference Code: I have read and understand the attached participant information sheet and by signing below I consent to participate in this project study. I understand that I have the right to withdraw my participation from the study without giving a reason at any time. Print Name:............................................................. Signed:............................ Witnessed by (Print Name):.................................................................Signed:........................... Researcherâ&#x20AC;&#x2122;s Signature:..................................................................Date:.........../........./2010 If you have any inquiries about the research or if you wish to withdraw your participation, please contact me on my e-mail: sianip@coventry.ac.uk
115
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 14: CanUseeMe Registration Use Case Diagram Browse the website Insert Password Insert E-mail
Select gender
Select date of bearth
Agree to Policy
Generate Account Activation link Activate Account
SNS User
Send e-mail Account Activation link
Insert Personal details
Take Photo
Log In
Set Profile
System/ Website
Capture details
Search /add Friends
Match details Upload pictures/videos Allow contact Display details
Deny contact
Add contact groups Find events/carrier s
Networks
Create events
Share pictures/videos
116
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 15: CanUseeMe Registration Sequence Diagram
<<UI>> Browser
SNS WebServer Internet
WebServer
aSubscriber
Registration Form
aAccount
Page
DB
Browse SNS Home page Request SNS Home Page
Response [Home SNS Page] Select Registration Page Request Registration Page If (User not logged in) Perform user login procedure not logged in)
User Login New(): page Prepare page()
Initialize(): void
New(SubscriberId): aSubcriber
GetRegistrationInfo()
GetSubscriberRegistration(SubcriberId)
return(registrationData) Response
Submit
[Registration Page] Postback Registration Page
return(data)
return
Postback() new(accountId): aAccount
CheckStatuts():
Accountstatuts
117
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 16: CanUseeMe SNS Registration Activity Diagram
SNS Subscriber
System
Click Sign Up link
Display Registration Form
Insert Registration information
Validate Registration Information
Click register
Subscriber complete registration
Subscriber exits registration
Incomplete registration information
Prompt Subscriber complete registration
Complete registration information
Display successful registration message
118
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 17: CanUseeMe Search-Add Activity Diagram
System
SNS Subscriber
Display Search form Click Search Link
Insert contact information
Match details information
Click Search
Invalid match information Valid match information
Agree display details
Subscriber tries search again
Subscriber exits search information
Prompt for details display request to Subscriber
Display successful match message
Subscriber Adds contact/networks
119
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 18: Table of Tables
Table of Tables Table No.
Table Name
Table 1:
Top 10 Fastest Growing Social Networking Sites for September 2008
Table 2:
Top 10 Social Networking Sites for September 2008
Table 3:
Audience Composition Index by Age Group for Facebook and Myspace.com in April 2009
Table 4:
Facebook and MySpace Social networking sites features list
Table 5:
Visitation to Social Networking Sites by Worldwide Region (June 2007)
Table 6:
Prototype Requirements List
120
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 19: Table of Figures Table of Figures Figure No.
Figure Name
Figure 1:
Motivation of the social networking sites
Figure 2:
Relationship atomisation
Figure 3:
SNS Setbacks in Real World
Figure 4:
People, Activities, Context And Technologies
Figure 5:
Web Page Layers - Functionalities
121
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Appendix 20: Table of Graphs
Table of Graphs Graph No.
Graph Description
1
SNS ranking. Source: The Nielsen Company
2
Online video stream and viewing time. Source: Nielson Company
3
Global Female/Male audience grow of Facebook (2007)
4
Households with access to the Internet in 2009. Source: UK National Statistics Office
5
Indexing demographics age groupsâ&#x20AC;&#x2122; users of MySpace and Facebook. Source: Nielson Company
6
Indexing demographics age groups users of Facebook Source Nielson Company
7
Indexing demographics age groups users of MySpace. Source Nielson Company
8
SNS usersâ&#x20AC;&#x2122; transitive binary relation
122
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
PROJECT BRIEF PROJECT TITLE: CRITICAL EVALUATION OF SOCIAL NETWORKING SITES
BACKGROUND:
The dream behind World Wide Web was common online library where scientific community freely read/access information. With the introduction of the Personal Computer, this technology has revolutionised information format from simple text to video, sound, images, and giving to every individual virtual space, to send, receive, and disseminate different formats of information worldwide. Individuals are now interlinked and able to communicate on real-time with one another, and making online communties a reality. This is where the concept of Social Networking Sites come from. Individual now whatever his/her location is able to belong to a community that he/she asume sharing common interests. These sites are becoming so popular across all age and groups of interest (social, political, cultural, and economical). The evolution of these sites “Social Networking” has changed the conservative meaning of community, which is supposed to be phisical in term of space and human contact. If Social Networking sites’ virtual bridges mission to interconnecting peoples is valuable for users, what about the sense of normal human relationship and physical contacts? Do these sites guarantee their wished objectives in term of effectiveness and security of communication? The study intends to seek answers to the above questions through critical evaluation of a range of social networking sites.
Aims & Scope:
The project aims to: Research the current social networking sites used in interconnecting peoples worldwide; Analyse the different types of services offered to users of these sites; Analyse the impact of these sites on people relationships; Analyse potentials threats linked to the use of these sites; Research the current UK/EU legislation on Social Networking sites; Analyses effectiveness of these sites in light with UK legislation; and Recommend preventives measures for the use of these sites.
Student activities and output:
1. 2. 3. 4. 5.
Background literature review (research and investigation of social networking sites; Compiling Report documentation (desk-based research ) and introduction start-up; Familiarise myself with these sites and carry on with literature review; Refine/fix aims and objectives, and definition of Methodology; Design and implementation of questionnaire/interview/focus group, (carry on with report writing); 6. Data collection, followed by Analysis and Discussion ( carry on with report write-up); 7. Conclusion and Recommendations, Final Report writing, and Contingency; 8. Produce Final Report and Submission.
123
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
RISK ASSESSMENT FORM Name of Student: KNSTHWAMBA SIANI
Supervisor Name: FURRKH ASLAM
Student Signature: …………………………………………………….
Supervisor Signature: ………………………………………………
Location of Project: COVENTRY UNIVERSTY………………………..
Date: 13/11/2009 …………………………………………………..
PROCESS/ACTIVITY
PERSONS AT RISK
ACTION TAKEN
NIL
NIL
NIL
NIL
NIL
NIL
NIL
NIL
Interview, Focus group
NIL
NIL
NIL
|Data collection, Report write-up
NIL
NIL
NIL
Report submission
NIL
NIL
NIL
Background literature review
Desk-based research, compiling documentation Questionnaire design
HAZARDS
NIL
Please return a copy of this form, signed and dated, to Dr. R.J. Rider, Q132, after the project specification has been agreed and before any practical work commences. Further copies of this form may be obtained from Web location: http://web1.eng.coventry.ac.uk/se_projects 124
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
Interim Progress Report purpose: The aim for this Interim Progress Report is to document the progress to date of the research including and anticipated problems identified up to date and potential correctives actions. Details of the progress to date Based on the initial project time plan designed previously (see appendix 1) we notice that there is a real progress. Planning and time management is not behind schedule. It was predicted that: By 28/12/2009, desktop research, report introduction, project aim and objectives, and literature review start up need to be completed. These sections have been completed. By 25/01/2010, we should be familiar with SNS applications. We are investigating diverse features one by one, and this task will be completed by the 25 January 2010 as planned. Methodology design was supposed to be ready by 25/01/2010. This section is ongoing but it was delayed since Christmas holiday was not an indicated time to get in contact with supervisors. This will not perturb the progress of the project. Anticipated problems identified and required consequent corrective actions The Library resources: does not seem to have sufficient books related to this topic. We are using mostly electronic resources: online books, websites, and online audio-videos to gather information. Data collection: On ground activities (interview, focus group) are key part of this research. To aggregate data required for completing this project, there is a need for me to get in contact with social networking users, and speak to targeted users through interview and focus group. One of the ethic requirements of a good research is to respect participants and their opinions that may form part of the research project. Therefore participants have the rights by law to withdraw any time from participating to the research activities. If this occurs, it will be considered as a problem to the completion of the project research. The corrective action will be to undertake this step of the project sooner, so that in case there of individual or group of participants’ withdrawal from the research, they can be replaced as soon as possible, to ensure that the project progress is not obstructed. Number of Social Networking Sites selected: Due to the constraint of time factor, the research could not be extended to all SNS. We intend to examine features for at least 125
Kinsthwamba Siani
Critical Evaluation of Social Networking Sites
three major social networking sites only. To insure that we have a critical evaluation of SNS,
priority
will
be
given
to
those
with
more
features
and
more
users.
Variations to the original project proposal There are no major variations to the original project proposal up to date. We intend to include a prototype of a SNS that need to be specific for a group of users (e.g. Ethnic minority) and finding opportunity to build this type of Social Networking Site. Variations on project time management The project requires a broad literature review therefore more time for data gathering and analysis, before a final report write-up. Bearing in mind that this research requires getting in contact with individual volunteer participants (with different commitments and availability), it is anticipated that the factor time to comply with the deadline of project completion will be a limitation if a suitable scheduling of activities is not done with respect to the initial time plan. This will vary slickly our time plan by delaying the result analysis and evaluation for two weeks (see Revised Project Time Plan in appendix 2); we mean 22/03/2010 instead of 08/03/2010. Samples of designs This interim progress report includes samples of designs used to illustrate the way SNS users build and extend their relationship (Appendix 3). An illustration of SNS setback in real world (Appendix 4) is there to justify the wisdom of social networking sites. This project will also content SNS activities Use Case Diagram (Appendix 5), a Registration Activity diagram (Appendix 6) and a Registration Sequence Diagram (Appendix 7).
126