Click here to close now.

Welcome!

Microservices Journal Authors: Roger Strukhoff, Ruxit Blog, Carmen Gonzalez, Kevin Jackson, Liz McMillan

Related Topics: Web 2.0, XML, Microservices Journal, AJAX & REA

Web 2.0: 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?

Or

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?

Wrong.

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
Google

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
This digest provides an overview of good resources that are well worth reading. We’ll be updating this page as new content becomes available, so I suggest you bookmark it. Also, expect more digests to come on different topics that make all of our IT-hearts go boom!
The stack is the hack, Jack. That's my takeaway from several events I attended over the past few weeks in Silicon Valley and Southeast Asia. I listened to and participated in discussions about everything from large datacenter management (think Facebook Open Compute) to enterprise-level cyberfraud (at a seminar in Manila attended by the US State Dept. and Philippine National Police) to the world of entrepreneurial startups, app deployment, and mobility (in a series of meetups and talks in bot...
SYS-CON Events announced today the DevOps Foundation Certification Course, being held June ?, 2015, in conjunction with DevOps Summit and 16th Cloud Expo at the Javits Center in New York City, NY. This sixteen (16) hour course provides an introduction to DevOps – the cultural and professional movement that stresses communication, collaboration, integration and automation in order to improve the flow of work between software developers and IT operations professionals. Improved workflows will res...
I woke up this morning to the devastating news about the earthquake in Nepal. Sitting here in California that destruction is literally on the other side of the world but my mind immediately went to thinking about my good friend Jeremy Geelan. See Jeremy and his family have been living in Kathmandu for a while now. His wife, in fact, is the Danish Ambassador to Nepal!
SYS-CON Events announced today that B2Cloud, a provider of enterprise resource planning software, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. B2cloud develops the software you need. They have the ideal tools to help you work with your clients. B2Cloud’s main solutions include AGIS – ERP, CLOHC, AGIS – Invoice, and IZUM
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch ...
There is no doubt that Big Data is here and getting bigger every day. Building a Big Data infrastructure today is no easy task. There are an enormous number of choices for database engines and technologies. To make things even more challenging, requirements are getting more sophisticated, and the standard paradigm of supporting historical analytics queries is often just one facet of what is needed. As Big Data growth continues, organizations are demanding real-time access to data, allowing immed...
The world's leading Cloud event, Cloud Expo has launched Microservices Journal on the SYS-CON.com portal, featuring over 19,000 original articles, news stories, features, and blog entries. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. Microservices Journal offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. Follow new article posts on T...
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY., and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. MangoApps provides private all-in-one social intranets allowing workers to securely collaborate from anywhere in the world and from any device. Social, mobile, and eas...
One of the most frequently requested Rancher features, load balancers are used to distribute traffic between docker containers. Now Rancher users can configure, update and scale up an integrated load balancing service to meet their application needs, using either Rancher's UI or API. To implement our load balancing functionality we decided to use HAproxy, which is deployed as a contianer, and managed by the Rancher orchestration functionality. With Rancher's Load Balancing capability, users ...
There are 182 billion emails sent every day, generating a lot of data about how recipients and ISPs respond. Many marketers take a more-is-better approach to stats, preferring to have the ability to slice and dice their email lists based numerous arbitrary stats. However, fundamentally what really matters is whether or not sending an email to a particular recipient will generate value. Data Scientists can design high-level insights such as engagement prediction models and content clusters that a...
What’s hot in today’s cloud computing world? Containers are fast becoming a viable alternative to virtualization for the right use cases. But to understand why containers can be a better option, we need to first understand their origins. In basic terms, containers are application-centric environments that help isolate and run workloads far more efficiently than the traditional hypervisor technology found in commodity cloud Infrastructure as a Service. Modern operating systems (Linux, Windows, e...

As a company making software for Continuous Delivery and Devops at scale, at XebiaLabs we’re pretty much always in discussions with users about the benefits and challenges of new development styles, application architectures, and runtime platforms. Unsurprisingly, many of these discussions right now focus on microservices on the application side and containers and related frameworks […]

The post May. 3, 2015 10:00 AM EDT  Reads: 1,731

SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy. Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Ras...
The cloud has transformed how we think about software quality. Instead of preventing failures, we must focus on automatic recovery from failure. In other words, resilience trumps traditional quality measures. Continuous delivery models further squeeze traditional notions of quality. Remember the venerable project management Iron Triangle? Among time, scope, and cost, you can only fix two or quality will suffer. Only in today's DevOps world, continuous testing, integration, and deployment upend...
Financial services organizations were among the earliest enterprise adopters of cloud computing. The ability to leverage massive compute, storage and networking resources via RESTful APIs and automated tools like Chef and Puppet made it possible for their high-horsepower IT users to develop a whole new array of applications. Companies like Wells Fargo, Fidelity and BBVA are visible, vocal and engaged supporters of the OpenStack community, running production clouds for applications ranging from d...
Chuck Piluso will present a study of cloud adoption trends and the power and flexibility of IBM Power and Pureflex cloud solutions. Speaker Bio: Prior to Data Storage Corporation (DSC), Mr. Piluso founded North American Telecommunication Corporation, a facilities-based Competitive Local Exchange Carrier licensed by the Public Service Commission in 10 states, serving as the company's chairman and president from 1997 to 2000. Between 1990 and 1997, Mr. Piluso served as chairman & founder of ...
To manage complex web services with lots of calls to the cloud, many businesses have invested in Application Performance Management (APM) and Network Performance Management (NPM) tools. Together APM and NPM tools are essential aids in improving a business's infrastructure required to support an effective web experience... but they are missing a critical component - Internet visibility. Internet connectivity has always played a role in customer access to web presence, but in the past few years u...
Working with Big Data is challenging, especially when decision makers depend on market insights and intelligence from your data but don't have quick access to it or find it unusable. In their session at 6th Big Data Expo, Ian Khan, Global Strategic Positioning & Brand Manager at Solgenia; Zel Bianco, President, CEO and Co-Founder of Interactive Edge of Solgenia; and Ermanno Bonifazi, CEO & Founder at Solgenia, discussed how a revolutionary cloud-based BI along with mobile analytics is already c...
Operationalizing the network continues to be a driving force behind DevOps and SDN. The ability to solve real problems using programmability to automate and orchestrate infrastructure provisioning and configuration across the application release process remains the hope for many interested in one or the other - and often times both. A recent Avaya sponsored, Dynamic Markets survey (reg required) dove deep into the demesne of SDN and found that many of the problems companies have - and expect ...