SOCIAL

MEDIA

CIA-3
 INDEX
1. INTRODUCTION
2. COMMON FORM OF SOCIAL MEDIA
3. DISTINCTION FROM INDUSTRIAL MEDIA
4. INFORMATION OUTUTS AND HUMAN
RELATIONSHIPS
5. FAMOUS WEBSITES OF SOCIAL MEDIA
6. SOCIAL MEDIA OPTIMISATION
7. SOCIAL MEDIA MEASUREMENT
8. SOCIAL MEDIA MARKETING
9. TOP SOCIAL MEDIA SITES
10. CONCLUSION

SOCIAL MEDIA
 INTRODUCTION
Social media is media designed to be disseminated
through social interaction, created using highly accessible
and scalable publishing techniques. Social media supports
the human need for social interaction with technology,
transforming broadcast media monologues (one to many)
into social media dialogues (many to many). It supports
the democratization of knowledge and information,
transforming people from content consumers into content
producers. Businesses also refer to social media as user-
generated content (UGC) or consumer-generated media
(CGM).
Social media can be said to have 3 component
1. Concept (art, information, or meme).
2. Media (physical, electronic, or verbal).
3. Social interface (intimate direct, community
engagement, social viral, electronic broadcast or
syndication, or other physical media such as print).
COMMON FORMS OF SOCIAL
MEDIA
• Concepts, slogans, and statements with a high memory
retention quotient, that excites others to repeat.
• Grass-Roots direct action information dissemination
such as public speaking, installations, performance, and
demonstrations.
• Electronic media with 'sharing', syndication, or search
algorithm technologies (includes internet and mobile
devices).
• Print media, designed to be re-distributed.
 DISTINCTION FROM INDUSTRIAL
MEDIA
• Social media are distinct from industrial media, such
as newspapers, television, and film.
• While social media are relatively inexpensive and
accessible tools that enable anyone (even private
individuals) to publish or access information,
industrial media generally require significant
resources to publish information.
• Examples of industrial media issues include a printing
press or a government-granted spectrum license.
• One characteristic shared by both social media and
industrial media is the capability to reach small or
large audiences; for example, either a blog post or a
television show may reach zero people or millions of
people.
The properties that help describe the differences between
social media and industrial media depend on the study.
Some of these properties are:
1. Reach - both industrial and social media technologies
provide scale and enable anyone to reach a global
audience.
2. Accessibility - the means of production for industrial
media are typically owned privately or by
government; social media tools are generally
available to anyone at little or no cost.
3. Usability - industrial media production typically
requires specialized skills and training. Most social
media do not, or in some cases reinvent skills, so
anyone can operate the means of production.
4. Regency - the time lag between communications
produced by industrial media can be long (days,
weeks, or even months) compared to social media
(which can be capable of virtually instantaneous
responses; only the participants determine any delay
in response). As industrial media are currently
adopting social media tools, this feature may well
not be distinctive anymore in some time.
5. Permanence - industrial media, once created, cannot
be altered (once a magazine article is printed and
distributed changes cannot be made to that same
article) whereas social media can be altered almost
instantaneously by comments or editing.

INFORMATION OUTPUTS AND HUMAN

RELATIONSHIP
• Primarily, social media depend on interactions
between people as the discussion and integration of
words to build shared-meaning, using technology as a
conduit.
• Social media has been touted as presenting a fresh
direction for marketing by allowing companies to talk
with consumers, as opposed to talking at them.
• Social media utilities create opportunities for the use
of both inductive and deductive logic by their users.
• Claims or warrants are quickly transitioned into
generalizations due to the manner in which shared
statements are posted and viewed by all.
• The speed of communication, breadth, and depth, and
ability to see how the words build a case solicits the
use of rhetoric.
 • Induction is frequently used as a means to validate or
authenticate different users' statements and words.
Rhetoric is an important part of today’s language in
social media.
• Social media are not finite: there is not a set number
of pages or hours. The audience can participate in
social media by adding comments, instant messaging
or even editing the stories themselves.
Examples:
Social media can take many different forms, including
Internet forums, weblogs, social blogs, wikis, podcasts,
pictures, video, rating and bookmarking.
Technologies include: blogs, picture-sharing, vlogs, wall-
postings, email, instant messaging, music-sharing.

SOME OF THE FAMOUS WEBSITES

➢ ORKUT
Orkut is a free-access social networking service owned
and operated by Google. The service is designed to help
users meet new friends and maintain existing
relationships.
HISTORY :
• Orkut was launched on January 22, 2004 by
Google as independent project of Orkut
Büyükkökten, a Turkish software engineer.
• The community membership was originally by
invitation only. At first year, United States had
the largest user base.
 • Although Orkut is less popular in the United
States than competitors Facebook and MySpace,
it is one of the most visited websites in India and
Brazil.
• In fact, as of May 2009, 49.83% of Orkut's users
are from Brazil, followed by India with 17.51%.
FEATURES:
• A user first creates a "Profile", in which the user
provides "Social", "Professional" and "Personal"
details.
• Users can upload photos into their Orkut profile
with a caption.
• Users can also add videos to their profile from
either YouTube or Google Video with the
additional option of creating either restricted or
unrestricted polls for polling a community of
users.
• There is an option to integrate GTalk (An instant
messenger from Google) with Orkut enabling
chatting and file sharing.
• Currently gtalk has been integrated in orkut.
Users can directly chat from orkut page.
• Scrapbook: "Scrapping" is popular among the
Orkut community as a form of offline and online
communication. In December 2007, the ability to
pop up alerts when a scrap is received was
added.
• Themes: The new features in orkut is Themes.
Users can change their interface from a wide
range of colorful theme library.Themes are
currently only available in India and Brazil
➢ YOU TUBE
YouTube is a video sharing website on which users can upload
and share videos. YouTube is a video sharing website on which users can upload and
share videos. Three former PayPal employees created YouTube in February 2005.[2] In
November 2006,YouTube, LLC was bought by Google Inc. for $1.65 billion, and is now
operated as a subsidiary of Google.
The company is based in San Bruno, California, and uses Adobe Flash Video technology to
display a wide variety of user-generated video content, including movie clips, TVclips,
and music videos, as well as amateur content such as video blogging and short original videos.
Most of the content on YouTube has been uploaded by individuals, although media corporations
including CBS, the BBC, UMG and other organizations offer some of their material via the site,
as part of the YouTube partnership program.[3]
Unregistered users can watch the videos, while registered users are permitted to upload an
unlimited number of videos. Videos that are considered to contain potentially offensive content
are available only to registered users over the age of 18. The uploading of videos
containing defamation, pornography, copyright violations, and material encouraging criminal
conduct is prohibited by YouTube's terms of service. Accounts of registered users are called
"channels".[4]
Criticism
Main article: Criticism of YouTube

Copyrighted material
YouTube has been criticized for failing to ensure that its videos respect the law of copyright. At
the time of uploading a video, YouTube users are always shown a screen with the following
message:
Do not upload any TV shows, music videos, music concerts or commercials without permission
unless they consist entirely of content you created yourself. The Copyright Tips page and the
Community Guidelines can help you determine whether your video infringes someone else's
copyright.[31]
Despite this advice, there are still many unauthorized clips from television shows, films and
music videos on YouTube. YouTube does not view videos before they are posted online, and it
is left to copyright holders to issue a takedown notice under the terms of the Digital Millennium
Copyright Act. Organizations including Viacom, Mediaset and the English Premier League have
filed lawsuits against YouTube, claiming that it has done too little to prevent the uploading of
copyrighted material.[32][33][34] Viacom, demanding US$1 billion in damages, said that it had found
more than 150,000 unauthorized clips of its material on YouTube that had been viewed "an
astounding 1.5 billion times". YouTube responded by stating that it "goes far beyond its legal
obligations in assisting content owners to protect their works". Since Viacom filed its lawsuit,
YouTube has introduced a system called Video ID, which checks uploaded videos against a
database of copyrighted content with the aim of reducing violations.[35][36]
In August 2008, a U.S. court ruled that copyright holders cannot order the removal of an online
file without first determining whether the posting reflected fair use of the material. The case
involved Stephanie Lenz from Gallitzin, Pennsylvania, who had made a home video of her 13-
month-old son dancing to Prince's song "Let's Go Crazy" and posted the 29-second video on
YouTube.[37]
Privacy
In July 2008, Viacom won a court ruling requiring YouTube to hand over data detailing the
viewing habits of every user who has watched videos on the site. The move led to concerns that
the viewing habits of individual users could be identified through a combination of their IP
addresses and login names. The decision was criticized by the Electronic Frontier Foundation,
which called the court ruling "a set-back to privacy rights".[38] U.S. District Court Judge Louis
Stanton dismissed the privacy concerns as "speculative", and ordered YouTube to hand over
documents totalling around 12 terabytes of data. Judge Stanton rejected Viacom's request for
YouTube to hand over the source code of itssearch engine system, saying that there was no
evidence that YouTube treated videos infringing copyright differently.[39][40]
Inappropriate content
YouTube has also faced criticism over the offensive content in some of its videos. Although
YouTube's terms of service forbid the uploading of material likely to be considered
inappropriate, YouTube does not check every video before it goes online. Controversial areas for
videos have included Holocaust denial and the Hillsborough Disaster, in which 96 football fans
from Liverpool were crushed to death in 1989, conspiracy theories and religion.[41][42]
YouTube relies on its users to flag the content of videos as inappropriate, and a YouTube
employee will view a flagged video to determine whether it violates the site's terms of service.
[4]
In July 2008 the Culture and Media Committee of the House of Commons of the United
Kingdom stated that it was "unimpressed" with YouTube's system for policing its videos, and
argued that "Proactive review of content should be standard practice for sites hosting user
generated content." YouTube responded by stating: "We have strict rules on what's allowed, and
a system that enables anyone who sees inappropriate content to report it to our 24/7 review team
and have it dealt with promptly. We educate our community on the rules and include a direct link
from every YouTube page to make this process as easy as possible for our users. Given the
volume of content uploaded on our site, we think this is by far the most effective way to make
sure that the tiny minority of videos that break the rules come down quickly."[43]
Blocking
Main article: Blocking of YouTube
Several countries have blocked access to YouTube since its inception, including China,[44]
[45]
Morocco,[46] and Thailand.[47] YouTube is currently blocked in Turkey after controversy over
videos deemed insulting to Mustafa Kemal Atatürk.[48] Despite the block, Turkish Prime
Minister Recep Tayyip Erdoğan admitted to journalists that he could access YouTube, since the
site is still available in Turkey by using an open proxy.[49]
On December 3, 2006, Iran temporarily blocked access to YouTube, along with several other
sites, after declaring them as violating social and moral codes of conduct. The YouTube block
came after a video was posted online that appeared to show an Iranian soap opera star having
sex.[50] The block was later lifted and then reinstated after Iran's 2009 presidential election.[51]
On February 23, 2008, Pakistan blocked YouTube due to "offensive material" towards
the Islamic faith, including display of the Danish cartoons of the prophetMuhammad.[52] This led
to a near global blackout of the YouTube site for around two hours, as the Pakistani block was
inadvertently transferred to other countries. Pakistan lifted its block on February 26, 2008.
[53]
Many Pakistanis circumvented the three-day block by using virtual private network software.
[54]

Schools in some countries have blocked access to YouTube due to students uploading videos of
bullying behavior, school fights, racist behavior, and other inappropriate content.[55]

HISTORY:
• Three former PayPal employees Chad Hurley,
Steve Chen and Jawed Karim,created YouTube
in February 2005.
• In November 2006, YouTube, LLC was bought
by Google Inc. for $1.65 billion, and is now
operated as a subsidiary of Google.

FEATURES:
• YouTube's video playback technology for web
users is based on the Adobe Flash Player.
• This allows the site to display videos with
quality comparable to more established video
playback technologies.
 • Videos uploaded to YouTube by standard
account holders are limited to ten minutes in
length and a file size of 2 GB.
• YouTube accepts videos uploaded in most
formats, including .WMV, .AVI, .MKV, .MOV,
MPEG, .MP4, DivX, .FLV, and .OGG. It also
supports 3GP, allowing videos to be uploaded
directly from a mobile phone.
➢ FACEBOOK
Facebook is a social networking website that is
operated and privately owned by Facebook,
Inc. Users can add friends and send them messages,
and update their personal profiles to notify friends
about themselves. Additionally, users can join
networks organized by city, workplace, school, and
region.
HISTORY:
• Mark Zuckerberg founded Facebook with his
roommates and fellow computer science
students Eduardo Saverin, Dustin Moskovitz
and Chris Hughes while he was a student at
Harvard University.
• The website's membership was initially
limited to Harvard students, but was
expanded to other colleges in the Boston
area, the Ivy League, and Stanford
University.
• It later expanded further to include any
university student, then high school
students, and, finally, to anyone aged 13 and
over.
 • The website currently has more than 250
million active users worldwide.

FEATURES:
 The media often compares Facebook to
MySpace, but one significant difference
between the two websites is the level of
customization.
 MySpace allows users to decorate their
profiles using HTML and Cascading Style
Sheets (CSS), while Facebook only allows
plain text.
 They include the Wall, a space on every
user's profile page that allows friends to
post messages for the user to see, Pokes,
which allows users to send a virtual "poke"
to each other (a notification that tells a user
that they have been poked)
 Photos, where users can upload albums and
photos, and Status, which allows users to
inform their friends of their whereabouts
and actions.
 A user's Wall is visible to anyone who is
able to see that user's profile, depending on
privacy settings.
 In July 2007, Facebook began allowing users
to post attachments to the Wall, whereas
the Wall was previously limited to textual
content only.
➢ BLOG
 A blog (a contraction of the term "weblog") is a
type of website, usually maintained by an individual
with regular entries of commentary, descriptions of
events, or other material such as graphics or video.
Entries are commonly displayed in reverse-
chronological order. "Blog" can also be used as a
verb, meaning to maintain or add content to a blog.
HISTORY:
• The term "weblog" was coined by Jorn Barger on
17 December 1997.
• The short form, "blog," was coined by Peter
Merholz, who jokingly broke the word weblog
into the phrase we blog in the sidebar of his blog
Peterme.com in April or May 1999.
• Shortly thereafter, Evan Williams at Pyra Labs
used "blog" as both a noun and verb ("to blog,"
meaning "to edit one's weblog or to post to one's
weblog") and devised the term "blogger" in
connection with Pyra Labs' Blogger product,
leading to the popularization of the terms.

TYPES OF BLOG:

• Personal blogs:
The personal blog, an ongoing diary
or commentary by an individual, is the
traditional, most common blog. Personal
bloggers usually take pride in their blog posts,
even if their blog is never read by anyone but
them. Blogs often become more than a way to
just communicate; they become a way to reflect
 on life or works of art. Blogging can have a
sentimental quality. Few personal blogs rise to
fame and the mainstream, but some personal
blogs quickly garner an extensive following. A
type of personal blog is referred to as "micro
blogging," which is extremely detailed blogging
as it seeks to capture a moment in time. Sites,
such as Twitter, allow bloggers to share thoughts
and feelings instantaneously with friends and
family and is much faster than e-mailing or
writing.

• Corporate blogs:
A blog can be private, as in most
cases, or it can be for business purposes. Blogs,
either used internally to enhance the
communication and culture in a corporation or
externally for marketing, branding or public
relations purposes are called corporate blogs.

• genre:
Some blogs focus on a particular
subject, such as political blogs, travel blogs,
house blogs, fashion blogs, project blogs,
education blogs, niche blogs, classical music
blogs, quizzing blogs and legal blogs (often
referred to as a blawgs) or dreamlogs. Two
common types of genre blogs are art blogs and
music blogs. A blog featuring discussions
especially about home and family is not
 uncommonly called a mom blog. While not a
legitimate type of blog, one used for the sole
purpose of spamming is known as a Splog.

• By media type
A blog comprising videos is called a vlog,
one comprising links is called a link log, a site
containing a portfolio of sketches is called a
sketch blog or one comprising photos is called a
photo blog. Blogs with shorter posts and mixed
media types are called tumble logs. Blogs that
are written on typewriters and then scanned are
called typecast or typecast blogs; see
typecasting (blogging).

• By device
Blogs can also be defined by which
type of device is used to compose it. A blog
written by a mobile device like a mobile phone or
PDA could be called a mob log. One early blog
was Wearable Wireless Webcam, an online
shared diary of a person's personal life
combining text, video, and pictures transmitted
live from a wearable computer and Eye Tap
device to a web site. This practice of semi-
automated blogging with live video together with
text was referred to as surveillance. Such
journals have been used as evidence in legal
matters.
 SOCIAL MEDIA OPTIMISATION
• Social media optimization (SMO) is a set of
methods for generating publicity through social
media, online communities and community
websites.
• Methods of SMO include adding RSS feeds, social
news buttons, blogging, and incorporating third-
party community functionalities like images and
videos.
• Social media optimization is related to search
engine marketing, but differs in several ways,
primarily the focus on driving traffic from
sources other than search engines, though
improved search ranking is also a benefit of
successful SMO.
• Social Media optimization is considered an
integral part of an online reputation
management (ORM) or Search Engine Reputation
Management (SERM) strategy for organizations
or individuals who care about their online
presence.
 SOCIAL MEDIA MEASUREMENT

• Social media measurement refers to the tracking of

various social media content such as blogs, wikis,
micro-blogs, social networking sites, video/photo
sharing websites, forums, message boards, and user-
generated content in general as a way for marketers
to determine the volume and sentiment around a
brand or topic in social media.

SOCIAL MEDIA MARKETING

• Social media marketing also known as social
influence marketing is the act of using social
influencers, social media platforms, online
communities for marketing, publication relations and
customer service. Common social media marketing
tools include Twitter, blogs, LinkedIn, Facebook,
Flickr and YouTube.
• In the context of Internet marketing, social media
refers to a collective group of web properties whose
content is primarily published by users, not direct
employees of the property (e.g. the vast majority of
video on YouTube is published by non-YouTube
employees).
• Social media optimization (SMO) is a set of methods
for generating publicity through social media, online
communities and community websites.

Social media marketing has two important aspects:

(1) Adding links to services such as Digg, Reddit and
Del.icio.us so that their pages can be easily 'saved and
submitted' to and for these services.
(2) Building ways that fans of a brand or company can
promote it themselves in multiple online social media
venues.

TOP SOCIAL MEDIA SITES

This is the comprehensive list of best Social Media and

Social Bookmarking sites. It is been sorted by Alexa
ranking i.e. alexa is a famous search engine that provides
extra information such as traffic rankings. An Alexa
ranking is an indicator used to gauge site performance,
which roughly represents the popularity of website.

Num Website Alexa Category

1. youtube.com 3 Videos

2. flickr.com 39 Images

3. digg.com 127 General

Num Website Alexa Category

4. metacafe.com 143 Videos

5. stumbleupon.com 380 Cool Content

6. technorati.com 440 Blogging

7. scribd.com 538 Articles

8. blogcatalog.com 784 Internet / Blogs

9. del.icio.us 1,096 General

10. propeller.com 1,140 News

11. twitter.com 1,970 General

12. fark.com 2,028 Entertainment

13. mister-wong.de 2,242 General

14. mybloglog.com 2,252 Blogging

15. indianpad.com 2,577 General

 CONCLUSION

Now is a pivotal moment to embrace social media. More

and more of our interactions are happening online,
opening up opportunities for finding and sharing ideas
and information like never before. Younger generations
are realizing the value of being purposeful about what’s
posted about them online. Whether you are a student, a
counselor or someone looking for new talent, you can
benefit from learning about and using social media in a
responsible and effective way.

GROUP MEMBERS

SHALINI
ASHRUTHA
KAVYA
KARTHIKA
SUJATHA