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Mason Ham, Integration Specialist, Information Technology Division
Social networking (SN) services have stormed on to the scene in the last few years. When first put into service, these networks, like the Internet, were intended and designed for “free access” communities which tacitly agreed to use the information for “good”. Over time the services grew and economic opportunities become available, even needed. In order for the social services to continue to grow, they needed to adopt more secure policies to protect their membership.
As with security for the Internet itself, these protections were afterthoughts that needed to be bolted on to a system that was designed to value ease of communication over security. Over time, these measures have alleviated some of the known issues, but they lack a common design throughout a given SN site or a group of SN sites. Individual rules for “best practice” use of each SN site need to be created.
Another major issue that regulated arenas need to address SN sites is that these sites are designed for ephemeral, time-sensitive, and transient interactions, very few tools exist to provide the kind of auditing, security, and recovery that is generally required inside regulated arenas.
The Promise of Social Networking and Social Media Applications
Social Networking sites allow individual users to create profiles and then “connect” to other people in the system. The sites consist of a “social graph” or a map of degrees of separation that connect all the users in the system. The power of social networking is this ability to enable differing levels of communication among the group as well as allow individual's to transverse this social graph to find other individuals to connect with.Corporations such as IBM and government agencies such as NASA have found that using social networking technologies in their work environments has allowed for greater collaboration and productivity among its workers. Additionally, such organizations have utilized these technologies for interacting with constituents, customers, and recruits by creating a presence on public sites such as Facebook, MySpace, Twitter, etc.
The Three Major Types of Technical Solutions In Today's Social Networking Arena
- Platform-the best exemplar for this is Twitter, their corporate strategy even states that the service is trying to be a “protocol” for other services
- Service-the exemplar for this type of social networking is Facebook
- Application-the exemplar for this is Jive Softwares Social Business Software
The service and application solutions are more closely tied than the platform solutions; they are generally used through a web browser and they have additional changes that can be used. On the other hand, the Platform solutions have no actual applications; instead, they rely on third parties to create the applications that end users interact with. A classic example is Twitter, which has its own website, but now accounts for very little of the traffic that is moving across it. Most traffic to and from the Twitter service happens through Smart Phone applications, desktop applications, and other third party websites. Also, the diversity of applications and their uses tends to be much higher in the platform space than in the other two.
What To Think About
In deciding if an organization should start to use social networking, three main groups need to be looked at:
- Org to Outside Constituents → this is the organization communicating with users
- Org to Org → this is the organization communicating with its partners
- Internal → this is the organization communicating internally with its own structures
Another key issue that none of platform or services provide, is the ability to delegate. I most cases, if an organization is going to use the social services that are out there, they will want to create a work flow and approval process, as well as signing responsibility. These types of tools are just now being offered, and none are cross service/platform. That is, none provide the ability to control and monitor across service and platforms or applications.
Further Reading
The Challenges of Using Social Networking Technologies in a Corporation
http://darmano.typepad.com/logic_emotion/2009/08/sbd.html
The following are some influential thinkers in the social networking and social media space (not from a technical implementation perspective for regulated arena, but more from a “How can we use social networking tools effectively?” perspective):Danah Boyd – http://www.zephoria.org/thoughts/
Sacha Chua – http://sachachua.com/wp/category/networking/
Andrew McAfee - http://andrewmcafee.org/blog/
Laura Fitton - http://pistachioconsulting.com/about-us/ceo-blog
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