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Lahore Garrison University

CSC372-Professional Practice
Week-9 Lecture-2
Semester Fall 2024
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Previous Lecture Recap

► Information security

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Learning Outcomes

► How to understand the social media, Its impact

► How to cope withthe negative impact

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What Is Social Media?

Use of web-based technologies allowing the creation and

exchange of user-generated content. Blending of
technology and social.
What is social media?
“The “social” in social media implies a conversation. The
difference between social media and the TV is that with the
latter, viewers seldom engage with the programme-makers of
the show that they are watching. Only in very recent times
have programme makers expanded into the world of social
media.
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What is social media?

The Central Office of Information (www.coi.gov.uk) said the following in its

2009 publication “Engaging through Social Media”:

Social media is a term used to refer to online technologies and practices

that are used to share opinions and information, promote discussion
and build relationships.

Social media services and tools involve a combination of technology,

telecommunications and some kind of social interaction. They can use a variety of
different formats, for example text, pictures, video and audio.
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What is social media?

Social media is different to traditional forms of communication such as through

newspapers, television, and film.

Cheap – anyone with access to the internet (for example through public libraries)
Accessible – the tools are easy to use
Enabling – allows almost anyone to do things that previously were only the
preserve of well-resourced organisations

The use of the word “Social” implies a conversation. Social media is definitely not
about one-way communication to a large audience from big organisations.
 Megatrends 1 – the death of control

The old era The new reality

The age of The age of

control influence

▪Big organizations and companies ▪Anyone literate with an internet

had a monopoly on mass connection can self-publish for
communication and got used to free
controlling the message ▪Hard to control, can only
influence
 Megatrends 2 – Fewer gatekeepers

The old era The new reality

Many to
One to many
many

▪Manage the gatekeepers ▪Less reliance on media: people

▪One-way, broadcast model. get information direct from the
▪Managing reputation = managing source, and from each other.
the media. ▪New-style comms must reach
beyond media to a complex
interactive model.
 Megatrends 3 – Fragmentation

The old era The new reality

A few A huge
centralised cloud of
channels interaction

▪People got most information from ▪Conversations are distributed

a handful of news media. wherever people form opinions:
▪Organisations could efficiently blogs, social networks, YouTube
manage (or at least monitor). ▪Separate provider for the content,
and the platform for the content
 Megatrends 4 – New web landscape

Old (web) era The new reality

Push Pull
communications communications

Web as distribution channel Web as community

▪The Web was a channel for ▪Now, people spend most time on
pushing out information. interactive social media.
▪Sites were static e-brochures. ▪The social web is informal and
emotive.
 Megatrends 5 – New journalism

The old era The new reality

Ordered
Messy and
and
opinionated
predictable

▪The world of press releases, ▪Huge and distributed.

news conferences and interviews ▪Everyone can report.
was well ordered. ▪Each sets his/her own rules.
▪Journalists knew the rules of the ▪No obligation to be balanced.
game and were predictable. ▪Complicated way out for
▪Balance, professionalism, inaccuracy.
accountability
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Social Media Impact

► Social networks are moving towards payments on those

platforms
► Payments (especially mobile) are making connections with
social networks
► similar to how PayPal revolutionized industry

► Social Media can quickly and positively or adversely affect

company reputation
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Social Media Impact

• Linked In: ww.linkedin.com

– 100mm users worldwide, 44mm US
• Facebook: www.facebook.com
– 175mm users worldwide
• Twitter: www.twitter.com
– 200mm users worldwide
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That’s great for the industry, but why am I utilizing

Social Media?

► Industry knowledge.
► Almost impossible to keep up with all industry publications, becoming connected helps pinpoint hot
issues.

► Building a personal brand.

► Keep your contacts and maintain knowledge even when changing companies or careers, develops a
more comprehensive skill set.

► Becoming more effective at networking.

► A large network helps you connect to people even when you can’t help them personally.
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LinkedIn

► Build your network:

► Stay in touch with current and former peers
► Create community, expand contact lists and introduce connections
► Showcasing skill set:
► publishing your resume or establishing expertise for potential clients or employers to view
► Work your network, make yourself visible:
► Join groups, gather relevant information, participate in discussions, receive industry updates as
they occur
► Find targeted people with a specific skill sets:
► for hiring or informational/networking purposes
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LinkedIn

• JOB SEARCH: Utilized to find jobs, people and business opportunities

recommended by someone in one's contact network – levels 1,2,3
• TALENT SEARCH: Employers can list jobs and search for potential candidates
• NETWORKING RESOUCE: Members can review circle profiles of to determine
which of their existing contacts can introduce them to people they want to know
• PERSONAL-PROFESSIONAL BRANDING: Users can post their own
photos and view photos of others to aid in identification
• INDUSTRY UPDATE RESOURCE: Register to follow companies to get
notifications and relevant information
• INFORMATION PORTAL: Users can bookmark (profiles, jobs, etc.) to return to
for future reference
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Maximizing LinkedIn

► Strive for 100% completeness on profile and keep updated

(new skill sets, new company)
► Continue to reach out, make connections, or reply to
conversations –this pops up on your connection’s activity
feed
► Post events or new products/information
► Follow companies, join and create group
► Helpful for industry info, adding contacts to network and all
groups have a job posting capability
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Marketing your Profile

► Include a LinkedIn link on your signature

► Ask for recommendations after completing

business
► Integrate business tweets
► Optimize your profile
► Focus on developing a quality network
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Blogs and Discussion Forums

► Receive real time industry updates

► Search for new product releases
► Expand marketing tools for customer base
► Reach new clients
► Follow and engage in industry discussions
► Serves as a ‘classifieds’ page or open source link
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You Tube

► Showcase products:
► Compare speed between dial up and wireless terminals
► Launch new marketing campaigns for companies, act as a commercial for company
► Demos for new products/services
► Build personal-professional brand
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Twitter

• Micro blogging site

• Sharing of industry information/updates, usually through sharing
links
– Can be useful in following new companies and their technology
• Receive up to date info through following active users
• Conversation starter
• Forum to create company buzz
– External campaigns or contests
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Facebook

► Becoming an important marketing strategy to increase brand awareness and customer

loyalty
► i.e. “LIKE” button
► Facebook has wider reach but more casual than LinkedIn
► Mixed audiences can become tricky
► Introducing Branch Out
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Social Media:
Differentiating Your Unique Brand

► If you are in a mid-size or larger company, your company probably has an integrated
marketing social media business plan, but YOU are also your own brand
► How can you most effectively utilize social media in your life?
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Enhance Social Media with Cross Links

► Helps contacts, customers and potential clients find you and

keep you as a source for information
► Tells search engines (like Google or Bing) that your social
profiles are all related –\
► pre-emptively occupies Google Page 1, making it more difficult for
negative press to float to top
► Syndicates content—
► Reduces the need to create new content for every site daily
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Tips to Enhance Social Media Platforms

► If utilizing Facebook for professional reasons, best to create two

accounts –one linked with professional, and one personal and private

► Can cross link: eg social media icons on website, blogs that link to
Facebook, Twitter, LinkedIn can integrate Twitter feed..

► Participate in conversations about your industry, can set up reminders

via free tools to flag keywords (industry, competitor names)
–Hootsuite, GoogleAlerts, TweetDeck, Socialmention.com
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Integrating Social Media

► Choose the platforms that will enhance your business initiative

► you don’t need to join every site, and it’s useless to join if you aren’t
interacting.
► Understand the site’s culture and/or rules
► sometimes unspoken
► Stay relevant and top of mind
► Follow through on commitments
► Thank others for helping you
► Do what you say you will, and thank others for helping you
Types of social networkers

• Alpha Socialisers – (a minority) people who used sites in intense

short bursts to flirt,meet new people, and be entertained.
• Attention Seekers – (some) people who craved attention and
comments from others,often by posting photos and customising
their profiles.
• Followers – (many) people who joined sites to keep up with what
their peers were doing.
Types of social networkers(conti.)

► Faithfuls – (many) people who typically used social networking

sites to rekindle old friendships, often from school or university.
• Functionals – (a minority) people who tended to be single-minded
in using sites for a particular purpose.
Source: Ofcom Social Networking Sites research, September-October
2007
 Privacy concerns

► Social networking sites provide privacy options but users are

generally unaware or tend to ignore such concerns
► Stalkers, terrorists, ill-doers, con-artists could benefit from such
issues
► Recent scandals-England :MI-6’s director’s wife puts up photos of
family on facebook.
► Facebook’s controversial decision to make visible relationship
actions to entire social group
Security issues

• Recent malware exploiting social networks

– Malicious Banner ads
– Adware
– Phishing attacks
 Social and Psychological issues

► Increasing relationships but decreasing emotions

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Q&A

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References

► These lecture notes were taken from following source:

► Professional Issues in Software Engineering M.F. Bott et al. Latest
edition
► Computer Ethics, Deborah G. Johnson, Pearson Education (2001)
3rd edition

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