Microservices Expo Authors: Liz McMillan, Pat Romanski, Elizabeth White, Derek Weeks, Carmen Gonzalez

Related Topics: Agile Computing, Industrial IoT, Microservices Expo, IoT User Interface

Agile Computing: Blog Post

Trends in Social Media – 2012

Struggle and contradiction in four different dimensions

Struggle and Contradiction in four different dimensions – that's how I summarize the trend in social media.

  1. Open Web vs. Walled Social Media
  2. Social Media Usage vs. Social Media ROI
  3. Adding Social Dimension to Search vs. Biasing the Search Result
  4. Media Convergence vs. Social Media Proliferation

Having said that I need to admit that in another dimension there is no struggle, no contradiction – it is going up … up … up.

Usage of Social Media Through Mobile
Whichever statistics you look at – whatever prediction you see; more people are accessing social media sites through their smartphones and tablets. More social media applications are getting downloaded. This trend is not going to decelerate in the near future.

The State of Media: The Social Media Report – Q3 2011 from Nielsen brings out these interesting facts:

  • Close to 40% user access social media content from their mobile phone
  • Next to GPS, social networking is the most valued feature in a smart phone
  • In last one year, Social Networking App usage has gone up by 30%
  • Social Networking Apps are third most popular app category after Games and Weather
  • Over twice as many people aged 55+ visited social networking site from their mobile phone compared to last year

Another interesting piece of stats appear in eWeek:

Of Facebook’s 845 million users, 425 million of them used Facebook’s mobile apps or its mobile Website in December 2011, up from the 350 million that Facebook reported last.

This clearly shows that mobile usage is growing faster than Facebook’s desktop usage.

1) Open Web vs. Walled Social Media
Till Facebook came in, web was mostly open. Two of the key drivers behind the success of the Web are (1) the ease with which pages can be hyperlinked irrespective of where it is hosted and which site it belongs to and (2) the ease with which you can search a specific page which has been indexed by search engine mainly Google.

However, most social media especially Facebook do not allow Google to search and index their pages. Even if you have access to specific pages in Facebook, you will not be able to search and find those pages using Google. You will necessarily have to login to Facebook and do the search. This is not true for sites like Wikipedia.

But, is that not a fight between Facebook and Google? Anyway, this is true for most sites which require a login. So, what is the big problem?

You may not want to classify this as a problem but you need to acknowledge that this is a big change because people are spending more and more time inside their favorite Social Media which is likely to be Facebook. What you do inside Facebook and what you do outside becomes almost two different worlds with very little linkage.

The question is:

Will this division increase in the coming future and make the web into multiple walled gardens?


Will social media become more open preserving the open nature of the web?

This issue was first raised by Tim-Berners Lee more than a year back but has again become a point of debate because of the coming IPO of Facebook. The views differ from “this is a serious problem” to “users don’t care” to “it is not a big problem” to “we need to do something about it”.

2) Social Media Usage vs. Social Media ROI
Look at these stats:

  • Facebook has more than 0.8 billion users (see Wikipedia)
  • Use of Social Business Software will increase at a compound annual growth rate of 38% through 2014 (see this)
  • Social Network and Blog continue to dominate time online accounting for 22.5% (see this)
  • 57% of the SMB surveyed plan to use social media marketing, an increase of 7% from the prior year (see this)

On every count social media use is not only increasing but increasing very fast. There is also no shortage of expert opinion on the necessity of increasing social media presence like “how social media is indispensable to news reporting” to “why social commerce will take off in 2012” to “why business won’t be able to afford NOT to use social media for marketing”.

This should translate into clear measurable benefit of social media influence … right?


There are several studies which put a dampener on this enthusiasm. Here are 2 of them which paints not so rosy picture of impact of social media.

In addition, experts are trying to figure out how to measure social influence. Can you go by the Klout score? Or, do you look at Kred or PeerIndex?

So, on one hand -

You feel that social media cannot be ignored and you need to be present and invest in it.

On the other hand –

You are worried about how to justify the investment.

BTW: Do you have to justify ROI on email?

3) Adding Social Dimension to Search vs. Biasing the Search Result
If you have to point out one company that is the prime source of the two contradictions mentioned above, it is obviously Facebook.

However, for this point it is Google is the prime mover.

To counter the influence of Facebook, Google has decided to go social, that is, to add a social dimension to everything that it does. Therefore, the search results have started showing so-and-so has either shared or liked this result. It has even started saying that you yourself have shared or +1ed this link.

Is this good?

Because you immediately get the opinion of people you know and probably trust.

Or, is this bad?

Because you are stuck in a close loop where “A” influences “B” and “B” influences “A” creating a self-fulfilling prophecy.

Only time will tell.

4) Media Convergence vs. Social Media Proliferation
Traditional TV and the internet will probably converge and reshape the way we choose how, when and why we watch television. All of our media devices including our television sets, computers, laptops, tablets, and smartphones could come together to offer us more social and sharable television experiences that we can enjoy whenever we want. Many of us are no longer consuming digital content on a single device. We now have two screens when consuming media (TV + laptop, tablet + Phone etc) and the lines between those devices will become even more blurred. Instead, we tweet on our laptops while viewing a TV program, watch another show on their tablet during a commercial or look up lyrics on our smartphones while listening to a song on the radio.

As consumers begin to access digital content from a wider variety of devices — including, most recently, smartphones and tablets — publishers are beginning to offer subscription packages that allow them to access content on all of those devices for one flat fee. Because of the acceleration of print to Tablet swap, the smart traditional publications are already making the transition, but many will get left behind as printed media will quickly become obsolete as time passes.

This is one side of the picture.

Because of the dominance of Facebook, the other side of the picture is slightly obscure and not clearly visible. There is no doubt the Facebook is huge compared to all the other rivals. But, look at some of these statistics:

  • LinkedIn 277% More Effective for Lead Generation than Facebook & Twitter (see this)
  • YouTube hits 4 billion daily video views (see this)
  • Twitter is the most popular social media channel with content marketers (see this)
  • Google+ Hits 100 Million Users and may reach 400 million by year end (see this)
  • Pinterest Becomes Top Traffic Driver for Retailers (see this)
  • Tumblr is the emerging social media player nearly tripling its audience in one year (see this)

Granted, these platforms put together may be smaller than Facebook but you have to admit that there is proliferation happening in social media with niche players emerging. The problem is they do not talk to each other. Therefore…

Though –

Different media are converging.

The problem is that –

Social media are diverging and they are not interoperable…the walled garden effect that we had talked earlier.

Will we see a Social Media Black Swan in 2012?
No, I am not talking about Black Swan the movie; I am talking about the “Black Swan Theory” proposed by Nassim Nicholas Taleb. Till the black swan, a member of the species Cygnus Atratus, was described scientifically by English naturalist John Latham in 1790, people thought swan could only be white.

Similarly, there are unexpected and unpredicted events happen in technology evolution which takes us by surprise. The event has a major impact and we try to rationalize as if it could have been expected.

Are we going to witness any such event around Social Media in 2012?

Read the original blog entry...

More Stories By Udayan Banerjee

Udayan Banerjee is CTO at NIIT Technologies Ltd, an IT industry veteran with more than 30 years' experience. He blogs at http://setandbma.wordpress.com.
The blog focuses on emerging technologies like cloud computing, mobile computing, social media aka web 2.0 etc. It also contains stuff about agile methodology and trends in architecture. It is a world view seen through the lens of a software service provider based out of Bangalore and serving clients across the world. The focus is mostly on...

  • Keep the hype out and project a realistic picture
  • Uncover trends not very apparent
  • Draw conclusion from real life experience
  • Point out fallacy & discrepancy when I see them
  • Talk about trends which I find interesting

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.

@MicroservicesExpo Stories
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 7-9, 2017, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and ...
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and ...
@DevOpsSummit has been named the ‘Top DevOps Influencer' by iTrend. iTrend processes millions of conversations, tweets, interactions, news articles, press releases, blog posts - and extract meaning form them and analyzes mobile and desktop software platforms used to communicate, various metadata (such as geo location), and automation tools. In overall placement, @DevOpsSummit ranked as the number one ‘DevOps Influencer' followed by @CloudExpo at third, and @MicroservicesE at 24th.
So you think you are a DevOps warrior, huh? Put your money (not really, it’s free) where your metrics are and prove it by taking The Ultimate DevOps Geek Quiz Challenge, sponsored by DevOps Summit. Battle through the set of tough questions created by industry thought leaders to earn your bragging rights and win some cool prizes.
“Being able to take needless work out of the system is more important than being able to put more work into the system.” This is one of my favorite quotes from Gene Kim’s book, The Phoenix Project, and it plays directly into why we're announcing the DevOps Express initiative today. Tracing the Steps. For years now, I have witnessed needless work being performed across the DevOps industry. No, not within our clients DevOps and continuous delivery practices. I have seen it in the buyer’s journe...
What do dependency resolution, situational awareness, and superheroes have in common? Meet Chris Corriere, a DevOps/Software Engineer at Autotrader, speaking on creative ways to maximize usage of all of the above. Mark Miller, Community Advocate and senior storyteller at Sonatype, caught up with Chris to learn more about what his team is up to.
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
In many organizations governance is still practiced by phase or stage gate peer review, and Agile projects are forced to accommodate, which leads to WaterScrumFall or worse. But governance criteria and policies are often very weak anyway, out of date or non-existent. Consequently governance is frequently a matter of opinion and experience, highly dependent upon the experience of individual reviewers. As we all know, a basic principle of Agile methods is delegation of responsibility, and ideally ...
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Arch...
SYS-CON Events announced today that Enzu will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to focus on the core of their online busine...
At its core DevOps is all about collaboration. The lines of communication must be opened and it takes some effort to ensure that they stay that way. It’s easy to pay lip service to trends and talk about implementing new methodologies, but without action, real benefits cannot be realized. Success requires planning, advocates empowered to effect change, and, of course, the right tooling. To bring about a cultural shift it’s important to share challenges. In simple terms, ensuring that everyone k...
Right off the bat, Newman advises that we should "think of microservices as a specific approach for SOA in the same way that XP or Scrum are specific approaches for Agile Software development". These analogies are very interesting because my expectation was that microservices is a pattern. So I might infer that microservices is a set of process techniques as opposed to an architectural approach. Yet in the book, Newman clearly includes some elements of concept model and architecture as well as p...
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Eric Robertson, General Manager at CollabNet, will discuss how customers are able to achieve a level of transparency that e...
With emerging ideas, innovation, and talents, the lines between DevOps, release engineering, and even security are rapidly blurring. I invite you to sit down for a moment with Principle Consultant, J. Paul Reed, and listen to his take on what the intersection between these once individualized fields entails, and may even foreshadow.
In his session at 19th Cloud Expo, Claude Remillard, Principal Program Manager in Developer Division at Microsoft, will contrast how his team used config as code and immutable patterns for continuous delivery of microservices and apps to the cloud. He will show the immutable patterns helps developers do away with most of the complexity of config as code-enabling scenarios such as rollback, zero downtime upgrades with far greater simplicity. He will also have live demos of building immutable pipe...
A completely new computing platform is on the horizon. They’re called Microservers by some, ARM Servers by others, and sometimes even ARM-based Servers. No matter what you call them, Microservers will have a huge impact on the data center and on server computing in general. Although few people are familiar with Microservers today, their impact will be felt very soon. This is a new category of computing platform that is available today and is predicted to have triple-digit growth rates for some ...
SYS-CON Events announced today that Transparent Cloud Computing (T-Cloud) Consortium will exhibit at the 19th International Cloud Expo®, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. The Transparent Cloud Computing Consortium (T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data proces...
When we talk about the impact of BYOD and BYOA and the Internet of Things, we often focus on the impact on data center architectures. That's because there will be an increasing need for authentication, for access control, for security, for application delivery as the number of potential endpoints (clients, devices, things) increases. That means scale in the data center. What we gloss over, what we skip, is that before any of these "things" ever makes a request to access an application it had to...
Virgil consists of an open-source encryption library, which implements Cryptographic Message Syntax (CMS) and Elliptic Curve Integrated Encryption Scheme (ECIES) (including RSA schema), a Key Management API, and a cloud-based Key Management Service (Virgil Keys). The Virgil Keys Service consists of a public key service and a private key escrow service.