Prosumer: Derived from Two words Product + Consumer . These are People who Speak about Products and business today should be aware of these people. They should be concerned when they communicate, as they can make or break Brands and hence Businesses.

1. Dr. Anar D. Rupji 1
Social Media
It’s about Social Media.
Societies can only be built by Humans, no matter if they are virtual, the important point
is that they remain social. They should have the capacity to grow and create value. Value
that will matter. Advancement of online Social Networking and the rise in Consumer
Generated Media have turned the Business word into its new era, and the said fact is
consumers now control the larger end of the stick. At the same time corporate are poring
millions of Dollars in understanding and voicing there existence. Today consumer is in
control, he speaks about products, he speaks about brands, and is demanding to be
heard… Are we listening?
This Social Network is inflating with lot of buzzing going round, millions of post are
posted every second, listening is important but what? and to whom? matters… In this
wide spread spectrum of social networking it is important to have a focus point. The first
focus remains the Consumer, and the second the Product (or Brand). These two words
give rise to a concept “Prosumer” that is a Consumer speaking about a product and hence
“Prosumer Matrix”.
A common question can be now asked, Who is a Prosumer?
Prosumer is God… He is every where. He is everybody. He knows everything. He can
take any Avatar. He is the creator. He is the protector. He is the controller. He is the
destroyer. He doesn’t have any boundaries. He exists in this Prometheus virtual world.
He has the power of masses.
It all started with the media revolution, with the Internet… Almost a decade ago when
Internet was only a medium where the consumers could see what is said by the Business
world they didn’t had control, the couldn’t interact, but had a global platform where they
could only gain knowledge. But soon this was going to be changed, with the concept of
peer to peer networking they could now share. It was this same time, instant messaging
was also growing popularity. People could communicate with each other instantly. This
was the trigger point in technology. It was the epic time when WOM (Word of Mouth)
was introduction to Social media, things have changed drastically. This was a trigger
where societies became social again and the concept of social network was born. With
growing interactions and knowledge it will not take long when this Social Network will
be transformed into a Symantec Network.
Social Media in it real terms:
“Practices and technologies which allow people to share opinions,
insights, experiences, and perspectives”

2. Dr. Anar D. Rupji 2
Social Media
In short, Social Media is…
For Participants For Businesses
It is a chance to listen, engage and
It is a dialogue, mainly between peers…
collaborate…
Social Media describes a new set of internet tools that enables share community
experience both online and in person.
People and the role they play in Social Media.
 Creators
o Who creates the main Content, Blog, Video, PPT, Images, Webpage etc.
 Critics
o Who post comments on the content created by Creators
 Collectors
o Who collect the content created by the Creators + Critics through RSS,
Alerts, Feeds, tags, bookmarks etc
 Joiners
o Who visit the portal, website, blog, or the content directly and “maintain a
profile”.
 Spectators
o Who visit the portal, website, blog, or the content directly but “do not
maintain a profile”.
 Inactive
o Non of the above, come to the site, blog, portal and have no interest in it
leave without any interactions.

3. Dr. Anar D. Rupji 3
Social Media
Why bother with Social Media.
 It’s Huge
 It’s Trusted
 It’s Impact is on Global Scale
Huge:
 2/3 of the global internet population use Social Networking sites or are Socially
Networked
 Total time spent on Social Networking sites is almost 10%
 It has high volumes
o 100 million Blogs and counting
o 10’s thousands Discussion Forums
o 10’s thousands Online News Portals
o Thousands Reach Media Sites
o Microblogging. Linkedin etc…
 Has very high growth rate
Trusted:
 People trust each other
 Advancement in technology, people have more sharper tools to communicate with
each other using social technologies
 Trust has shifted to the Participants
 People trust recommendation of other customers
 Social Media is Democratizing Communications.
Impact:
 People are talking about Products, Brands.
 Brand no more lives in the voice of PR agencies / PR it lives in the voice of there
Consumers
 It has opened up a new market where consumers can be engaged. This new
market is not about saying to people, but listening to them and then engaging
them.
 The future of marketing is about trust, it about “Listening when nobody is
Speaking”
Social Media usage and Business Functions
 Sales
 Internal / External Communications
 Advertising
 Marketing
 Human Resource

4. Dr. Anar D. Rupji 4
Social Media
 Public Relations
 Collaborative Working
 Lead Generation
 Understanding Markets or Market Research
 Competitive Intelligence
 Business Intelligence
 Risk Intelligence
 Branding
Social Media Matrix
In Social Media everything can be measured... But measuring the
right stuff is important.
Quantitative Qualitative
 Polls  Loyalty
 Satisfaction index  Authority
 News followers  Interactions
 News subscribers  Signal
 Website / Blog visitors  Generosity
 Sentiments
 Velocity
 Clout
 Intensions
 Psychographics
 Motives
 etc
The Matrix and its 7 Stages.
The First stage of Matrix
Stage: There is no Objective at all.
Description: There is an organization which has a listening program but doesn’t have any
specific objective or goals, and is not using the information gathered in a
proper resourceful way.
Resources or Tools used : They simply use alerting tools such as Google alerts, Yahoo
alerts and other alerting sites (there are plenty of them), they also use the
aggregation tools such as RSS feed, Atom feed etc to collect information

5. Dr. Anar D. Rupji 5
Social Media
What is the Impact: This is the basic level and can only give self awareness and is only
used for self awareness. No specific action can be take from this data.
The Second stage of Matrix
Stage: Tracking of Brand Mentions.
Description: This is like traditional clipping service, and is a common practice performed
by Organizations, and Public Relations departments. The prime objective is
to track mentions in the social space. Besides tracking there is no guidance
what to do next.
Resources or Tools used: These are hi-end web-based listening platforms with report
capabilities based on the Brand, Product, Keyword, etc… Radian6, Visible
Technologies, BuzzMatrics, Cymfony Dow Jones, Techrigy and Alterian,
etc… are the Providers of these technologies having some differences in
each of them.
What is the Impact: Improves Self-awareness, huge volumes of data and information can
be tracked. Yet most of them lag in complete or in-depth analysis, tonality,
sentiments, intentions, coverage, etc… hence there is no complete
understanding of Strength, Weaknesses, Opportunities and Threats (SWOT).
The Third stage of Matrix.
Stage: Identifying market risks and opportunities
Description: This is a proactive process involves manual work, it mostly involves in
seeking or tracking out online discussions and communications, comments,
that may result in identifying flare-ups, or possible prospect or
opportunities.
Resources or Tools used: In addition to a listening platform there is a dedicated group of
people /staff to follow the trends as they occur. These people must actively
seek out discussions and signal to internal teams. Alerting tools, specialized
software’s and listening platforms are must / required.
What is the Impact: Organization can reduce risk of flare ups before they become
mainstream, answers to comments, questions can be delivered online,
identify prospects and poach unhappy competitor’s customers, or helping
binding your existing customers “Competitive intelligence”

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Social Media
The Fourth Stage of Matrix
Stage: Improving Campaign / Public Relation / Marketing / Sales etc…
efficiency
Description: Rather than just measure Campaign / Public Relation / Marketing / Sales
etc… effort after it’s occurred, using tools to gauge during in-flight behavior
yields real-time value add and improved efficiency
Resources Needed: Dedicated resource including Infrastructure to Monitor, Measure and
Manage reactions, activity, and sentiment to Campaign / Public Relation /
Marketing / Sales etc… effort, and the resources to make course corrections
in real-time. Traditional web analytics tools like Omniture, Webtrends and
Google Analytics are common used tools along with some advance SEO
tools.
What is the Impact: Organizations can have a more effective Campaign / Public Relation
/ Marketing / Sales etc… can Monitor, analyze and effectively handle
situations, can also be used for Business Intelligence Optimization,
Strategies and Decisions.
The Fifth Stage of Matrix
Stage: Measuring customer satisfaction and survey, comments,
communications.
Description: Measuring customer comments, communications, experience in addition to
satisfaction, organizations can maintain real-time sentiment analysis or
opinion mining or linguistic analysis. as customers interact. Sysomos and
Backtype (now acquired by twitter) have focus areas into this space.
Resources Needed: Organizational Client Servicing and Customer experience
professionals will have to extend their scope to the social web, using a
listening tools and platform for sentiment analysis, customer
intelligence, opinion mining etc… techniques and tools include people and
infrastructure. Insight platforms like Communispace few others offer online
focus groups solutions.
What is the impact: Organizations, Products, Brands can now measure impacts of real
time satisfaction or frustration during the actual phases of customer
interaction. Then identify areas of improvement, engagements, durations
and customer lifecycle

7. Dr. Anar D. Rupji 7
Social Media
The Sixth Stage of Matrix
Stage: Responding to customer inquires and understanding customer needs
Description: This is about responding, finds customers where they are (fish where fish
are) in order to answer questions. Example: Comcastcares account on
Twitter asks customers if they need help –then may respond. Evolving the
classic market research function, brands can improve their customer profiles
and personas by adding social information to them.
Resources needed: An active customer advocacy team that’s empowered, training, and
ready to make real-time responses nearly around the clock. Social CRM
systems are quickly emerging that tie together a customer record and their
online behavior, locations, sentiments, physiographic and preferences.
Salesforce, SAP, both have partnerships with Twitter to synch data.
What is the impact: Customers will fill a greater sense of satisfaction, yet this teaches
customers to ‘yell in public’ to get a response. Opportunity not only to serve
customers in their natural mediums, but also to offer them a richer
experience… regardless of their customer touch points.
The Seventh Stage of Matrix:
Stage: Being proactive and anticipating customers
Description: Minority Report: This most sophisticated form actually anticipates what
customers will say or do before they’ve done it. By looking at previous
patterns of historical data, Organizations can put in place the right resources
to guide prospects and customers his own as well as competitors.
Resource Needed: An advanced customer database, high-end tools, customized
platforms with predictive application put in place, as well as a proactive
team to reach out to customers before an incident has happened. (Haven’t
seen any such application yet, will like to make one…)
What will be the impact: This tool is to identifying prospects and engaging them before
competitors can yield a larger marketing funnel, or reducing customer
frustration and fixing problems before they happen. This leads to having a
good Business intelligence base, Human intelligence tasks, Customer
Intelligence, Strategy and Decisions making, Brand Jacking, etc…
Social media is not different to traditional media. Like the traditional media it also
broadcasts, but it broadcast brands, image, performance of your company whether it is
good or bad. It brings in all the concepts of traditional media, reach, frequency
physiographic, demographics, time spend, OTS, and much more…

8. Dr. Anar D. Rupji 8
Social Media
Social Media, things to do… How? When? What?
There are many common things spoken about Social
Media, but the uncommon thing is doing it…
To be very blunt about it “Social Media is a teenage
sex… everyone is very excited about it, few know about
it, and very few have actually done it.”
Change is about to happen. It’s very important for Businesses to acclimatize to this
change and change themselves before change changes them.
Things to do…
No. Steps Definition
1. Set up alerts Use various services to create tracking and alerts for industry
keywords, name, and any other information that is relevant to
your research
2. Set up feeds Save yourself some time when researching-instead of
occasionally checking for alerts, news, and other pieces of
social web information, set up an RSS feed that will collect it
for you
3. Filter your feeds Monitoring social media can be time consuming, so set up your
feeds to only deliver content that’s relevant to you.
4. Pay attention to Be sure to pay attention to the demographics and the
demographics psychographics of the social media users you’re using for
and research
psychographics
5. Monitor your Researching the social web will allow you to find out when
reputation others are talking about you and allow you to respond
6. Use Search site: By adding “site: your social media site of choice,” you can
operator delve into the depths of just about any social media site
7. Regularly assess Make sure you’re only following feeds that are helpful to your
subscriptions research by doing a review every month or quarter
8. Perform market In Facebook, Twitter, and other social media tools, you can
research on your turn to your own connections and learn about their interests
connections: just by monitoring the videos, images, and information they
post.
9. Use a dashboard Create your own social media monitoring dashboard in order to
keep all of your research in one place.
10. Seek out On Facebook, Twitter, and other sites, get connected with
authorities users who will provide you with excellent information
11. Look beyond Check out your contacts’ contacts to find people that can offer
who you already you quality knowledge as well.

9. Dr. Anar D. Rupji 9
Social Media
know
12. Just ask Make use of your social media connections, and simply ask the
people you know on Twitter Facebook, LinkedIn and other
social sites what you’d like to find out
13. Use “best of” On FriendFeed, you can use the “best of” feature to only check
features: out the best posts of the day, week or month, so you can just
skip to the good stuff
14 Find out what’s Use social media to track ideas and see what’s going on in
buzzing in your your niche
niche
15. Check out Use tools that will allow you to see the most popular posts on
popular posts the web
16. Research your The social web is a great place to learn about what your
competitors competitors are putting out there, and what others are saying
about them
17. Stay on top of Use social media research to keep up with the important events
breaking news happening in your niche
18 Always check On blogs with a good following, the comments are often as
out the valuable as the blog post itself
comments
19. Get networked Find out who is talking about issues that are relevant to your
niche through social web research
Tools / Methodologies / Concepts.
Following are the tools or methodologies that should be used in monitoring the digital
space.
1. Linguistic Analysis with Latent Semantic indexing / Singular Value
Decomposition / Computational Text Analysis (machine learning)
2. Sentiment Analysis and Opinion Mining
3. Data visualization
4. SWOT Analysis
5. Data Mining.
6. Human Intelligence Tasking
7. Customer Intelligence and CRM
8. Business Intelligence
9. Risk Intelligence
10. Competitive Intelligence
11. Search Term Intelligence
12. Psychographics
13. Sociogram
14. Mashups
15. Scorecards
16. Dashboards
17. Mashboards

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Social Media
18. Embodied Interactions.
19. Affiliated Partners
20. Crisis Management
21. Business Continuity
22. Astroturfing
23. Brandjacking
24. Comment spam
25. Flog
26. Link baiting
27. Screen scarping
28. Splog
29. Brand and Brand security
30. Empirical Index
31. Constrain Theory
32. Perturbation Theory
33. Theory of Quadrants
34. Placebo effect
35. Neural Programming
36. Neuro-Economics
37. Path and Time to Live
38. Visualization Periodic Table
39. Neuromers
40. Frameworks and Modeling
Snapshot of Social Media Landscape
Micro Media:
Microblogging is a form of multimedia blogging that allows users to send brief text
updates or micromedia such as text, small photos or audio clips and publish them, either
to be viewed by anyone or by a restricted group which can be chosen by the user.
The content of a microblog differs from a traditional blog, in that it is typically smaller in
actual size and aggregate file size. A single entry could consist of a single sentence or
fragment or an image or a brief, ten second video. But, its purpose is similar to that of a
traditional blog. Microblog about particular topics can range from the simple, such as
"what one is doing at a given moment," to the thematic, such as "sports cars," to business
topics. Many microblogs provide short commentary on a person-to-person level, share
news about a company's products and services, or provide logs of the events of one's life.
 Twitter http://twitter.com/
 12 seconds http://12seconds.tv/
 Yammer https://www.yammer.com/
 Tumblr http://www.tumblr.com/
 Qaiku http://www.qaiku.com/

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Social Media
 Plurk http://www.plurk.com/
 Jaiku http://www.jaiku.com/
 Identi http://identi.ca/
 Ping http://www.ping.fm/
 Posterous http://posterous.com/
 Status http://status.net/
 Seismic http://seesmic.com/
Social Bookmarking
Social bookmarking is a method for Internet users to share, organize, search, and
manage bookmarks of web resources. Unlike file sharing, the resources themselves aren't
shared, merely bookmarks that reference them. Descriptions may be added to these
bookmarks in the form of metadata, so that other users may understand the content of the
resource without first needing to download it for themselves. Such descriptions may be
free text comments, votes in favor of or against its quality, or tags that collectively or
collaboratively become a folksonomy (collaborative tagging). Folksonomy is also called
social tagging, "the process by which many users add metadata in the form of keywords
to shared content".
In a social bookmarking system, users save links to web pages that they want to
remember and/or share. These bookmarks are usually public, and can be saved privately,
shared only with specified people or groups, shared only inside certain networks, or
another combination of public and private domains. The allowed people can usually view
these bookmarks chronologically, by category or tags, or via a search engine.
Most social bookmark services encourage users to organize their bookmarks with
informal tags instead of the traditional browser-based system of folders, although some
services feature categories/folders or a combination of folders and tags. They also enable
viewing bookmarks associated with a chosen tag, and include information about the
number of users who have bookmarked them. Some social bookmarking services also
draw inferences from the relationship of tags to create clusters of tags or bookmarks.
Many social bookmarking services provide web feeds for their lists of bookmarks,
including lists organized by tags. This allows subscribers to become aware of new
bookmarks as they are saved, shared, and tagged by other users.
As these services have matured and grown more popular, they have added extra features
such as ratings and comments on bookmarks, the ability to import and export bookmarks
from browsers, emailing of bookmarks, web annotation, and groups or other social
network features.
 Blogmarks http://www.blogmarks.net/
 Delirious http://de.lirio.us/
 Delicious http://delicious.com/

12. Dr. Anar D. Rupji 12
Social Media
 Digg http://digg.com/
 Feedmaker http://feedmarker.com/
 Myprogs http://myprogs.net/
 Reddit http://www.reddit.com/
 Reader2 http://reader2.com/
 Simply http://www.simpy.com/
Comments and Reputation
These are sites / search engines to track comments made on a particular topic or a
keyword.
 Disqus http://disqus.com/
 Cocomments http://www.cocomment.com/
 Intense debate http://intensedebate.com/
 Backtype http://www.backtype.com/
 Spicecomments http://www.spicecomments.com/
 Echo http://js-kit.com/
 Satisfaction http://www.satisfaction.com/
 My hot comments http://www.myhotcomments.com/
Croudsourced
Crowdsourcing is a combination of Crowd and a Outsourcing, for the act of taking tasks
traditionally performed by an employee or contractor, and outsourcing them to a group of
people or community, through an "open call" to a large group of people (a crowd) asking
for contributions.
Crowdsourcing is a fairly a new concept and is slowly accepted and becoming popular in
businesses, authors, journalist, etc. as a short term for trend using web technologies to
achieve business goals. However, both the term and its underlying business models have
attracted controversy and criticisms.
The difference between crowdsourcing and ordinary outsourcing is that a task or problem
is outsourced to an undefined public rather than a specific or a known body. The
difference between crowdsourcing and open source is that open source production is a
cooperative activity initiated and voluntarily undertaken by members of the public. In
crowdsourcing the activity is initiated by a client and the work may be undertaken on an
individual, as well as a group. Other differences between open source and crowdsourced
production relate to the motivations of individuals to participate.
Crowdsourcing also has the potential to be a problem-solving mechanism for government
and nonprofit use, or even by businesses.

13. Dr. Anar D. Rupji 13
Social Media
How does this works
1. The company has a problem / Job / Work
2. The company broadcast it on line
3. Online crowd are asked to give solutions / service
4. Crowd submits solution / services
5. Company rewards solution /service
6. Company get solution
7. Company profit’s
Few companies which do Crowdsourcing
1. Innocentive – Created by the pharmaceutical company Ely Lilly with the objective of
bringing together companies with specific R&D needs (called seekers) and scientists
dispersed all over the world (called solvers). A certain seeker comes to the online
platform and describes what problem he is trying to solve, specifying the award he is
willing to pay for the answer. Registered solvers are able to read the problem and
submit solutions. Should, the seeker find a feasible solution among the submitted
ones the person who came up with it receives the award.
2. Cambrian House –“Cambrian House’s mission is to discover and commercialize
software ideas through the wisdom and participation of crowds”. Created in the end
of 2005 the companies basically collect, filter, develop and implement software ideas.
All parts of the process are managed with inputs from the crowds, and royalties are
paid whenever someone contributes with concepts or coding
3. iStockphoto – Few years ago if some one needed professional quality photos, they
had to rely on professional image banks or image studio and have to spend between $
50 and $ 200. Today iStockphoto offers a huge collection of images with professional
quality for prices as low as $ 1. What is the trick? They enable anyone to upload their
own pictures and earn royalties as people or organizations purchase them. The service
is also extremely simple and user-friendly: you register up for free, search images by
keywords, select the ones you are interested, pay and download them.
4. Mechanical Turk – “Today, we build complex software applications based on the
things computers do well, such as storing and retrieving large amounts of information
or rapidly performing calculations. However, humans still significantly outperform
the most powerful computers at completing such simple tasks as identifying objects in
photographs—something children can do even before they learn to speak”. The
Mechanical Turk was created by Amazon.com to link together companies requiring
HITs (Human Intelligence Tasks) performed and people who have spare time and
want to earn some money. The idea is interesting, but it will require some initial
traction in order to yield significant results.
5. Trendwatching – the company counts more than 8.000 collaborators (called trend
spotters) around the world who are responsible for tracking and reporting any changes
in the market place and consumer behavior. After this “trends gathering” process the

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Social Media
firm offers both a free monthly briefing and specific paid services. What the
collaborators earn? When they submit trend reports they receive points that can be
accumulated and exchanged for prizes such as flash memories, iPods and the like.
6. Threadless – incredibly smart concept. Artists or anyone with some spare creativity
can submit their T-shirt designs. The designs get vote by the community. The top
rated designs get produced and sold back to anyone interested.
7. John Fluevog – in three words: Open Source Footware. Now that might sound weird,
but it is exactly what John Fluevog Boots & Shoes is doing . One can submit his
design for a shoe or even only part of a shoe. If the design subsequently passes the
voting phase it will enter the production line, the person who came up with the design
will not earn royalties on it since we are talking about “open source”, instead he will
be able to put his own name on the shoe and be recognized as a contributor for the
John Fluevog company.
8. Ninesigma – the business model of Nine Sigma is pretty similar to Innocentive, but
instead of focusing exclusively on scientific and research problems they aim for
innovation management problems. The demand side can request solutions for
problems related to services, information or software, hoping to improve the
innovative processes within their organization.
9. Second Life – Linden Lab developed a virtual world completely created and
customized by the users. There could be some discussion on whether Second Life
represents or not a crowdsourcing company. In one hand it is relying on the work of
thousand of people worldwide to build the content and create value for the “game”.
On the other, however, there is no clear relationship between the parts involved.
Some players create content spontaneously to have fun, others aim to make profits,
and so on.
10. Rent A Coder – “Rent a coder is an international marketplace where people who
need custom software developed can find coders in a safe and business-friendly
environment.” The company basically receives requests for software development
and forwards such requests to their pool of coders, which amounts to 150.000
worldwide. The coders, in turn, may decide to answer to a specific request with a
proposal. Finally the requester chooses among the received proposals (with the
possibility to view the resume of coders) and a contract is established once he finds a
satisfactory solution.
Blog Platforms
Blogging platforms are software or hosting servers where corporate, commercial blogs
can be hosted, or kept or created. People then can be invited to write a blog or blogs.
These platforms can come along with different features which can then be customized as
per the request of the hosting client. These can be hosted on the personal web servers or
can be hosted on hires systems or hosting servers or hosting datacenters. These are
basically software or set of codes or content management systems.

15. Dr. Anar D. Rupji 15
Social Media
 Wordpress http://www.wordpress.org/
 Blogger https://www.blogger.com/start
 Movable type http://www.movabletype.org/
 Drupal http://drupal.org/
 Joomla http://joomla.org/
 Expression engines http://expressionengine.com/
 Square space http://www.squarespace.com/
 Lycos tripod http://www.tripod.lycos.com/
Blog communications
Blog communications are sites where commercial blogs are written and posted. These are
professional blog sites or hosting domains. i.e. sites on which blog platforms are
installed. Now a days many businesses corporate, government have there own blogging
communications hosted on there own blogging platforms or on hired domains. There atr
plenty of these blogging sites
Blog communities / aggregators
Blog communities are web hosts forming a community like a social network sites with
the only motive of blogging (to blog, exchange blog). These are also sites where blogs
can be aggregated through RSS or Atom feeds.
 Bloglines http://www.bloglines.com/
 My blog log http://www.mybloglog.com/
 Blogged http://www.blogged.com/
 Shy ftr http://www.shyftr.com/
Rating sites / Web Traffic Monitoring sites
What is Web Traffic? Web Traffic is the amount of data sent and received by visitors to a
web site. It is a large portion of Internet traffic. This is determined by the number of
visitors and the number of pages they visit. Sites monitor the incoming and outgoing
traffic to see which parts or pages of their site are popular and if there are any apparent
trends, such as one specific page being viewed mostly by people in a particular country.
There are many ways to monitor this traffic and the gathered data is used to help structure
sites, highlight security problems or indicate a potential lack of bandwidth.
Some companies offer advertising schemes that, in return for increased web traffic
(visitors), pay for screen space on the site. Sites also often aim to increase their web
traffic through inclusion on search engines and through Search engine optimization.
Web traffic is measured to see the popularity of web sites and individual pages or
sections within a site. Web traffic can be analysed by viewing the traffic statistics found
in the web server log file, an automatically-generated list of all the pages served. A hit is

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Social Media
generated when any file is served. The page itself is considered a file, but images are also
files, thus a page with 5 images could generate 6 hits (the 5 images and the page itself). A
page view is generated when a visitor requests any page within the web site – a visitor
will always generate at least one page view (the main page) but could generate many
more.
Tracking applications external to the web site can record traffic by inserting a small piece
of HTML code in every page of the web site.
Web traffic is also sometimes measured by packet sniffing and thus gaining random
samples of traffic data from which to extrapolate information about web traffic as a
whole across total Internet usage.
The following types of information are often collated when monitoring web traffic:
 The number of visitors.
 The average number of page views per visitor – a high number would indicate
that the average visitors go deep inside the site, possibly because they like it or
find it useful.
 Average visit duration – the total length of a user's visit. As a rule the more time
they spend the more they're interested in your company and are more prone to
contact.
 Average page duration – how long a page is viewed for. The more pages viewed,
the better it is for your company.
 Domain classes – all levels of the IP Addressing information required to deliver
Webpages and content.
 Busy times – the most popular viewing time of the site would show when would
be the best time to do promotional campaigns and when would be the most ideal
to perform maintenance
 Most requested pages – the most popular pages
 Most requested entry pages – the entry page is the first page viewed by a visitor
and shows which are the pages most attracting visitors
 Most requested exit pages – the most requested exit pages could help find bad
pages, broken links or the exit pages may have a popular external link
 Top paths – a path is the sequence of pages viewed by visitors from entry to exit,
with the top paths identifying the way most customers go through the site
Web sites like Alexa Internet produce traffic rankings and statistics based on those people
who access the sites while using the Alexa toolbar. The difficulty with this is that it's not
looking at the complete traffic picture for a site. Large sites usually hire the services of
companies like Nielsen NetRatings, but their reports are available only by subscription.
 Alexa http://www.alexa.com/
 Compete http://compete.com/

17. Dr. Anar D. Rupji 17
Social Media
Social Networking and Life streams
A social network is a social structure made of individuals (or organizations) called
"nodes," which are tied (connected) by one or more specific types of interdependency,.
Social network analysis views social relationships in terms of network theory consisting
of Nodes and Ties. Nodes are the individual actors within the networks, and Ties are the
relationships between the actors. The resulting graph-based structures are often very
complex. There can be many kinds of ties between the nodes, research in a number of
fields shown social networks operate on many levels, and play a critical role in
determining the way problems are solved, organizations are run, and the degree to which
individuals succeed in achieving their goals.
In its simplest form, a social network is a map of all of the relevant nodes between all the
nodes being studied. The network can also be used to measure social capital -- the value
that an individual gets from the social network. These concepts are often displayed in a
social network diagram, where nodes are the points and ties are the lines.
The term lifestream was coined by Eric Freeman and David Gelernter at Yale University
in the mid-1990s to describe "...a time-ordered stream of documents that functions as a
diary of your electronic life; every document you create and every document other people
send you is stored in your lifestream.
Lifestreams are also referred to as social activity streams or social streams.
The tail of your stream contains documents from the past (starting with your electronic
birth certificate). Moving away from the tail and toward the present, your stream contains
more recent documents --- papers in progress or new electronic mail; other documents
(pictures, correspondence, bills, movies, voice mail, software) are stored in between.
Moving beyond the present and into the future, the stream contains documents you will
need: reminders, calendar items, to-do lists.
 Socialthing http://lifestream.aim.com/
 Friendfeed http://friendfeed.com/
 Orkut http://www.orkut.co.in/
 Facebook http://www.facebook.com/
 Ping http://www.ping.fm/
 Lifestream http://lifestream.fm/
 Bebo http://www.bebo.com/
And many more this list is inflating day on day ….
The social networking concept is highly complex and each one has some different motive
and objective keeping most of it common. One example we can compare with Facebook
and Linkedin. Sites like Linkedin are also sometimes known as Niche networks (e.g.
ning, plaxo, crowdvine )

18. Dr. Anar D. Rupji 18
Social Media
Aggregators Videos :: Images :: Documents :: Books :: Music
These are sites which a collection is books, Videos, Pictures, etc. for people to explore,
share, download upload …. These are social networking sites or libraries. It has multiple
use… majority being sharing information but may be used for commercial purpose for
marketing for advertising for Public Relations. As these has a vital effect i.e. once
uploaded can be reached to millions of people, groups, networks, etc… these sites are
termed as viral marketing or viral PR or Viral Advertising. There are thousands of such
sites and inflating at a very rapid rate.
 Youtube
 Google viseos
 Wikipedia
 Revver
 Biip.tv
 Weshow
 Google docs
 Slideshare
Social banks
These is a new concept growing up in social media where community networked together
can borrow and lend money on the network. Though this is not widely accepted and also
has issues many countries government policies.
ZOPA http://uk.zopa.com/
ZOPA is a marketplace where people lend and borrow money to and from each other,
sidestepping the banks. Zopa launched in the UK in March 2005 and is run by a small
team drawing experience from a range of industries including financial services. The
team is backed by experienced investors, such as Benchmark, Bessemer Venture
Partners, Wellington Partners, Tim Draper and The Rowland Family. Zopa is a term
taken from business theory. It stands for Zone of Possible Agreement and is the overlap
between one person's bottom line (the lowest they're prepared to get for something) and
another person's top line (the most they're prepared to give for something).