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ROLE OF SOCIAL NETWORK IN RECENT ERA

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 ROLE OF SOCIAL NETWORK IN RECENT ERA(22-26)

ROLE OF SOCIAL NETWORK IN RECENT ERA

B. M. Bandgar
JSPM Narhe Technical Campus, Narhe, Pune-411041

Abstract- There is tremendous increase in awareness and the usage of the social networking site in recent era.
The users should aware of the all facts of the social networking. Therefore here we have tried to elaborate the
different aspects of the social networking including the advantages, disadvantages, Impact and challenges of
social networking, power of social networking etc. We have also tried to elaborate the importance of the social
networking analysis. Thus this manuscript gives brief review of different aspects of Social network.

Keywords: Social Networking, Social Network Analysis.

1. INTRODUCTION platforms have offered morphed into mainstream methods for

teens and adults to exchange information including private
A social network can be defined as social structure of messages, share pictures, videos and something more. It has
interaction between individuals which are directly or indirectly opened a new vista of personal profiling for self expression
based on a common thread of interest. It represents network describing who you are, your interest, keeping in touch with
with vertices as group of people. The advent of online social friends, sharing photos, videos etc. since most of these online
networks can be considered as milestone in the history . social networks promote free participation social media
marketing emerged in a big way.
The history of the social network dates back to Stone Age where
humans gathered around campfires and shared stories or painted Social media is an umbrella term describing the various
on cave walls. These activities were influential and tool used activities integrating technology social interactions and content
including word, painting, signals, smoke, stone arts etc. were creation. Social media is having profound impact on our daily
their social media. Human nature is to be part of society. The lives. It is becoming an important conduit for brands to build
evolvement of the communities is based on a common thread of loyalty and sway purchase decision. Peoples are realizing the
interest. With the advent of online communication such importance of online presence and the direct interactions with
connectivity and networking become very easy. clients, thereby gaining market share. Reaching to community
and getting into the conservation is the methodology. Social
Online communities allowed user to create web presence,
media has democritisized the tools of self expression. Social
manage their identities and stay connected with others. Internet
media empowered consumers with wealth of information at
has made it possible to reach people around globe by mere click
finger tips leveraging social media to make buying decisions.
of button on word wide web. The history of online or digital
This decision and experience, influences may others. The study
social media is obliviously a more recent occurrence, which has
says that tech Savvy consumers are found sixteen times more
began to determine that we could use computers to connect
influential in purchase decision of family and friends. From the
people. The major set of milestone from 1978 to 1994 includes
organization perspective, this highly interactive nature of social
CompuServe, AOL and Prodigy network for creating groups[3].
media provides available data regarding customer presence and
These three online services, each group discussions, played a
behaviors from the direct and immediate feedback. This direct
critical role in originally affordable Internet services to home of
engagement increases brand loyalty and credibility. Social
Americans and really brought online conservations to the main
network is highly crossed disciplinary one collaborating
stream. Thus history of social network can be linked to chat
between computers.
rooms. The online network in it primitive form appeared in 1995
with the site classmate.com to keep in touch with schoolmate There are many popular social networking services. Flowing is
and modern form took off with Friendster in 2002. The list of popular social networking services
popularity of Friendster.com was that its users both grew to 3
1. You tube for video sharing
million users. In 2003, Myspace.com a Friendster clone was
2. Flickr for Photo management and sharing
launched, Myspace had good customer base for few years but
3. Twitter for microblogs
had to give way to Facebook, which was launched in 2004.
4. LinkedIn for social networking of professionals
Social network sites like Facebook focus on building and 5. Facebook for social utility
reflecting the social networking and relationship among the 6. Slide share for power point presentation sharing
community sharing similar interest. Facebook became a part of The social networking has popularity for different activities as
our lives and changed the way of individual communication. follow
The change evolves as emails replacing the traditional smail 1. For posting messages
mails, which is growing way to wall posts. The various 2. Downloading music, videos

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 ROLE OF SOCIAL NETWORK IN RECENT ERA(22-26)

3. Posting photos instructed to safeguard the confidential information. Most of the

4. Blogging and poll services etc. social network providers make available tools and it is important
to make sure that the children to know how to use these tools.
2. BENEFITS OF SOCIAL NETWORK Childrens may hide some information and they would like to
give surprise to their parents, at that time they may choose
The social networking benefits are many more. It varies with the confidential information such as credit card number of parents
age of the users, culture and purpose. Some of the typical etc. Advertisements which are displayed in social networking
benefits are as follows sites are not appropriate for children in the Indian context. Many
1. Express themselves in terms of views, opinions, belief and of popus that are displayed may direct the children to sites
gausses containing pornographic information. The children should be
2. It shares information in terms of audio, video, slides, photos made aware of the facts about the impersonation is common in
etc. the social networking world. The gender of the person may not
3. It establishes relation between friends or strangers be same as notified and this can be misused by person of sexual
4. It help to overcome the feeling isolation interest.
5. It also develops leadership qualities, organizing skills and
3.1 Accessing Through Mobile
technical skills.
6. This trains themselves to learn social behavior and about
Accessing social networks sites through mobile devices is
social norms of different cultures
increasing day by day. Because of highly portable nature of the
7. It exhibits talent in various forms like photography, music
mobile devices, they are being used frequently. These provide
etc and develop ability to work in team.
both convenience and problems. Many organizations may not
8. It explores information and knowledge about technological
provide carrying personnel laptops and prohibits use of the
developments and curiosity.
social networking sites during office hours. May employees are
9. It trains themselves to work successfully in a digital society.
switching to mobile devices to access social networking sites. It
definitely decreases the effectiveness of the employees. Small
There are also disadvantages of social networking. These are as
screen and limited capability and radiation of mobile devices are
follows
causing health related problems.
1. It affects focus , concentration and persistence
2. It decrease patience and critical thinking 3.2 Social Networking–Psychological Impact
3. It waste time
4. It avoids face to face communication. The use of social networking sites has become a hobby. As soon
5. It becomes addicted and makes comparison with others. as people weak up in the morning, they view the social
6. It increases scope for financial fraud with disclose of networking sites like facebok. It has significant psychological
personnel and professional information impact. People evaluate the number of response for the photos,
7. It discloses confidential information. messages they have posted has to compare with others. They
8. It easily spread virus, Trojans and worms may get disappointed if the response is poor, whatever may be
the reaction. This is poor improper and this continuously
3. IMPACT OF SOCIAL NETWORKING evaluation process has sever negative impact on the psychology
of the person and people start behaving rude manner toward
Social networking sites such as Facebook are becoming popular others. Comparison with others is one of the numbers of causes
with children’s, even bellow the age of 10 years. It is the adults of many problems.
who are motivating children have to use these sites even though Moreover people who are online checks for new messages
children’s are not aware of the consequences fully. Something continuously and basically results in time waste. Posting of
new always attracts the children’s and they can get addicted to messages which are offensive in nature has become common
it. It is great fun for the children. Children’s would like to post practice. Posting message in public domain has a security threat.
their photos, videos and share them with their friends. They are Getting too busy surfing social networks affect the health,
also not aware of the ways in which that ever they post can be family habits. The people who are technology savvy are found
misused. to suffer from problems of anxiety depression and poor sleeping
It s necessary to make the children aware of the risk of using habits[4]. They tend to have antisocial behaviors. Regular use of
social networking, particularly they should be made aware of social media is found to cause sexual disorder among youth.
cyber bulling and contacts by adults of sexual interest in Attention deficiency and hyperactive disorder are some of the
children’s. Often parent should watch the activities done by the problems.
children’s using social networking sites and any potential risk 3.3 Social Networking –QOS
should be brought to their notice immediately. They should be

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Many of the current applications required quality of services Organization may have challenges to decide the degree of
(QOS). The technical parameters for measuring QOS are freedom in social media policy. Many organizations allowing or
bandwidth, delay, jitter and packet loss etc. The social not to allowing to take social media across the organization.
networking affects the quality of services of many other However this decision should be more driven by the nature of
applications and consumes significant bandwidth. The business activity and functionality organization and its various
bandwidth is shared by many people, who may or may not departments. Therefore deciding appropriate policy with precise
belong to the same organization. When the bandwidth is shared scope is one of the major challenges.
within organization, the critical business function should not be
5.2 Security
obstructed and priority should be given to critical business. Also
some organizations are using social media for advertising and Social media access in appropriate environment has many
communication and hence marketing people should be provided security risks. Social media sites are lucrative target for attacks
QOS to use social media effectively. because it has huge no. of users and information presence.
Social engineering attacks organized using such networking
4. POWER OF SOCIAL INFLUENCE
sites can cause huge damage to organization. In past, there were
The problem of today world is information overload. We find many incidents of attacks on social networking sites which
attractive advertisement on television, attractive hoardings on resulted in user data compromise web attack such as cross site
the road and sale promotion at local shops. Then the question scripting (XSS) and cross site request forgery (CSRF). Can also
arises in our mind is what to do with so much information i.e. cause damage to the organization information is relate to BYOD
when we trust to sources for feedback and recommendation. (Bring your own device) concept is catching trend in
Social influence is not new and has existed for hundreds of organizations. An access trough mobile gadget has contributed
years[6]. With the advent of Internet and digitization we have greatly to the ubiquitous nature of social networks. Bringing
new and innovative medium to connect and interact with each such gadget to workplace and using them for business activities
other. increasing risk of malware and information leakage as well. Few
organizations policies are not clear with respect the usage of
5. ORGANIZATION CHALEENGES WHILE ADOPTING
smart devices at workplace.
SOCIAL NETWROK
5.3 Productivity Concerns
Online social media has increasing popularity in recent years.
Increasing social network adoption and smart gadget evolution When employees are powered privilege to access social network
has changed the information sharing land scape for a common within corporate environment, they need to ensure that these
man. In present era, social media online social media has opportunities are used judiciously. Organization considers use
increasing popularity in recent years. Increasing social network of social media at work place as a distracter. However some
adoption and smart gadget evolution has changed the study suggests that employee productivity increases when social
information sharing land scape for a common man. In present media is allowed in corporate environment. It is practically
era, social media sites cater to users of all age groups and have challenging to monitor the purpose of social media network
an integral part of life cycle. Growing popularity of social media usage in business hours and therefore task oriented evaluation
is not only limited to end users but companies are also finding it policy could be more effective for organizations.
difficult to ignore these technology trends [5].
5.4 Legal and privacy Issues
Organizations are finding social media advantageous for
There are various laws and regulations related to privacy in
reaching to large pool of potential consumes with less time and
different geographical locations. One issue is the laws and
effort social media is also recognized by business as an effective
regulations are not able to catch up the rate at which technology
tool for understanding consumers behavior and improve their
is evolving. Another issue is global nature of social networking.
business strategy. However, there are many challenges for
There are different expectations and sensitivity levels with
organizations who desire to reap the full benefit of branches and
respect to privacy in different geographical regions. It is
information leakage when social media access or usages are
challenging for companies and uses to understand applicability
allowed within corporate network.
and adherence to all local laws and regulations. In case of
An organization policy is a clear reflection of their culture. BYOD and social networks there may be very thin line between
Organizations with conservative policies still look at usage of users private data and official data. When organization are
social media within company as a disciplinary issue. The risk allowing employee to use their mobile gadget for accessing
and rewards of social networking adoption in organization will social media network in corporate environment, they would like
be determined by organization capability to handle following to have more control on user devices for security reason.
key challenges. However, this control may expose the users personal data to
organization and create privacy issue.
5.1 Policy scope
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Furthermore allowing the users to have access to third party clustering. Real world networks typically have right skewed
application requires the online social networks (OSN) to share degree, where random graph has Poisson degree distribution.
private information of the users in the third party application
providers. Apart from being exploited for business gains, the 6.1.2 Genitive Network Model
personnel information of the users may be used by malicious A generative model of network which is grown according to a
users on the victimization attack may include cyber stalking, specified set of growth rules. These models are particularly
cyber bulling, online scams and identify theft. There attack may useful for understanding of how network structure arises and
cause faceook depression especially on adolescent and families. grows. The best known in this category is preferential
attachment model for the growth of network with power law
6. SOCIAL NETWORK ANALYSIS
degree distributions.
Social Network Analysis (SNA) is the study of social
6.1.3 Small World Model
networking to understand their structure and behaviors. A social
network analysis date back to the early 20th century with initial The small world model the phenomenon of network transitivity
studies focusing on small group behavior from sociological or clustering. Small world effect is the observation that the
perspective. The emergence of the internet and subsequent geodesic or shortest path distance between most pairs of vertices
increase in the use of online social networking applications has in a network is small. This closely relates to the six degree of
caused a shift in the approach to this field. Faced with complex, separation theory and affirms that a large scale social network
large data sets, researchers need new method and tools for short path exist and can be found.
collecting processing and mining social network data. The
increasing computing power allows more memory, expensive 7. BUSINESS APPLICATIONS OF SNA
algorithms and statistical methods to analyze large social SNA applies to wide range of business problems including
networks. interpersonal relations, inter organizational relations. It can help
to identify key influencers, understand their behavior and study
OSN have revolutionized the way we interact and share
information over the Internet and social network application how this network changes over a period of time. Some of the
such as You Tube, Flickr, MySpace, Facebook etc. have important applications are as follows
1. Knowledge Management: Knowledge sharing, building
millions of active users. The networks have quickly become
communities of practice
communication juggernauts, providing vast and unprecedented
records of social interactions. But they have left mathematicians 2. Customer Behavior analysis
struggling to keep up. It is challenge for researchers to visually 3. Social media
4. Health and social care
conveys the intricate system that make up OSN’s novel
5. Opinion Modeling
mathematical models for online social networks are formed and
6. Crime Detection and Investigations
are trying to find creative way to use the resulting network
7. Political Influence modeling
topologies to efficiently share or distribute information[3]. The
models and results provide surprising insights into how and why
the social networks that we form and use in our every day today 8. CONCLUSION
life are so important and efficient.
Here we have tried to give the brief review of the social
6.1 Network Models networking concept and its advantage, disadvantage. We also
tried to find the impact of the social networking on the society
Mathematical model of structure of network is mimicking the
or organization and what are its challenges. And how the social
pattern of real network is build to understand the implication of
network analysis helps for finding the relations between the
those patters. The models provide an excellent tool for studying
networks or the groups. What are different models used for the
the structural feature of network like giant and small
analysis of social network. Thus this review this gives brief
components degree distributions, length of path in network etc.
overview of the social networking concept.
The most popular models are as follows
REFERENCES
6.1.1 A Random Graph Model
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network has been widely used as a substrate for model of
[2] Learning and predicting the evolution of social network,
dynamical process in network. Random graph has severe short
Bjorn Bringmann, Michele Berlingerio, IEEE Intelligent
coming as network model. It essentially shows no transitivity or
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 ROLE OF SOCIAL NETWORK IN RECENT ERA(22-26)

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