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Chapter Overview

• Focus on understanding social media and its evolution.

• Key concepts discussed include the history of the Internet, definitions, and various web iterations.

Learning Outcomes

• Understand history and evolution of the Web and Internet.

• Core characteristics and types of social media.

• Differentiate between Web 1.0, 2.0, 3.0, and 4.0.

• Identify business uses of social media.

• Recognize common social media issues.

Introduction to Social Media

• Transformation in daily life and societal fabric.

• Platforms heavily used include Instagram, TikTok, Twitter (X), and YouTube.

• Significant technological advancements shaping existence.

Understanding the Internet and WWW

The Evolution of the Internet

• Arpanet origin post-WWII for military uses in the 1950s.

• 1960s: Arpanet shared with researchers globally.

• 1970s: Rise of personal computers like Apple and IBM.

• 1980s: Development of TCP/IP for Internet communication.

• 1990s: Business models emerging from Web 1.0, primarily static pages.

Timeline of Major Events

• 1991: WWW goes live, opening to public.

• 1994: GeoCities allows individual website creation.

• 1997: Launch of SixDegrees.com, early social networking site.

• 2000s: Expansion of social networks (Friendster, MySpace, Facebook).

• 2010s: Mobile era showcases platforms like Instagram and Snapchat.

• 2020s: Growth driven by COVID-19, AR and VR integrations.

Characteristics of Different Web Versions

Web 1.0

• Definition: "Read-only" web.

• Content: Static, created by webmasters.

• User Interaction: Limited to reading.

Web 2.0

• Definition: "Participatory" or "social" web.

• Content: Dynamic and user-generated.

• User Interaction: Interactive, users contribute.

• Key Features: Interactivity, user-generated content, social networking.

Web 3.0

• Definition: "Semantic" or "data" web.

• Key Features: AI, ubiquitous connectivity, and decentralization.

Web 4.0

• Definition: "Symbiotic" web.

• Key Features: Ubiquitous AI, IoT integration, immersive environments.

Core Characteristics of Social Media

• User-Generated Content: Emphasizes user creativity.

• Connectivity: Links users across various platforms.

• Interactivity: Encourages engagement and communication.

• Personalization: Tailors content to user preferences.

• Real-Time Communication: Instant interactions.

• Accessibility: Easily accessible to users worldwide.

History of Social Media

Major Milestones

• The 1990s: Public access to the Internet.

• 1991: Launch of WWW.

• 1997: Introduction of first recognizable social networks.

• 2000s: Significant growth of platforms like Facebook and YouTube.

• 2010s: Emergence of mobile and multimedia platforms.

• 2020s: Increased reliance on digital platforms during pandemic.

Types of Social Media

Categories

• Social Networking Sites (Facebook, LinkedIn)

• Content Communities and Blogs

• Microblogs (Twitter)

• Online Collaborative Projects (Wikis)

• Virtual Worlds (Second Life)

• Purpose-Built Platforms

Conclusion

• The journey from static content to interactive web experiences.

• Understanding the complex nature of social media and its evolution across web generations.

Discussion Questions

• Analytics in social media: Why so many platforms?

• Time management for effective social media.

• Center of the Social Media Universe.

• Challenges in search engine ranking formulas.

• Best platforms for collaboration and professional opportunities.

Exercises

• Getting 7,000 Social Media Interactions

• Blogging Exercise

• The Social Media Maturity Assessment