Social Graph

Coined a few years ago by Facebook CEO Mark Zuckerberg, the term social graph meant “a digital map of your personal identity, your primary Facebook friends and everything you share with them” (Korhan 2011). Today, with the inclusion of other platforms such as Flickr, Twitter and Google, social graph is the “representation of our relationships” (Owyang 2007), describing our business, family or personal groups on social networking sites. In essence these ‘social graphs’ layer upon each other personalizing our experiences.
With all this data sharing, what is the implications of such integration technology to Facebook and other sites? The pros and cons of social graphs according to Manganaro (2013) are listed below.
*More targeted to what you and your friends like.
*When running ads for a page you admin., you can search publicly to see which of your friends of friends have liked your page.
*Narrow your original search to highly target who or what you are looking for.
*Going beyond pages your friends have liked (seeing where they have visited).
*If you want to see quickly what was going on at a place & did people look like they had a good time
*World will be able to search anytime to you were tagged in a public pictures venue.
*People can see all the pages you liked (can be inappropriate).
*If you are a page owner and you don’t have many friends, or friends of friends that have liked your business – you are not going to score high up in the hundreds of other pages, groups of friends have liked. (note* it has always been important to buy ads that target your fan’s friends of your page).
*Unwise to like all your competitor’s pages and friends them personally. When ads are taken out by your competitors you don’t want your personal friends targeted

The pros of personalization may seem to outweigh the cons, as a self-confession of Manganaro’s preference to using social graph. However, as Siegel (2010) highlights, we are going from a push to a pull in all our media, with social networks as the same personal form of push media, the recognition that customers will want to pull everything, changes the way business is conducted dramatically. Furthermore, Siegel explains that the semantic wave has already begun, and that the fourth phase Automatic (which is the processors, sensors and products that will generate their own semantic data automatically), will create flowing webs of real time information and an internet of things all connected.

With such automation, the main concern highlighted is the threat to people’s privacy. As evident in 2015 of “Facebook’s decision to increase the default security of user’s data” (Wolfram 2015), meant that the Facebook API would no longer have access to friends (except names) unless they have authorized specific Facebook apps. Reactions such as these in response to privacy concerns, and in an age where automation means that we will be doing less searching and more receiving makes you wonder if privacy will be the kryptonite to social graphs as we are just getting use to them.

Korhan, J 2011, What your business needs to know about social graphs, viewed 23 August 2016,
Manganaro, W 2013, Facebook social graph the pros and cons, viewed 23 August 2016,
Owyang, J 2007, Explaining what the “social graph” is to your executives, viewed 23 August 2016,
Siegel, D 2010, The history of information, viewed 22 August 2016,
Wolfram 2015, Wolfram/alpha personal analytics for facebook: last chance to analyse your friend network, viewed 23 August 2016,



All the Way to Canada with Google Maps API

With the proliferation of websites and applications combining their functionality and data into what is known as mashups, we are seeing a trend of increased popularity that has changed the way information is being distributed and envisioned. One of particular interest is that of mapping solutions, and how important it has become in many of these mashups. For instance, Svennerberg explains that “Google Maps API lets you harness the power of Google Maps to use in your own applications to display your own (or other’) data in an efficient and usable manner” (2010, p. 1).
To see this in practice, consider this blog being written and published in Word Press and if I wanted to show a map of a road trip I took in Canada (as shown below), through the Google Maps API, I can embed the html link into the site to create a visual of my journey.

This particular site on the displayed map has significance to me, as it was a road trip that I had planned for years.  To be able to share my experience through way of virtual map has a whole new meaning to ‘you should have been there’.  Although we haven’t worked out how to teleport, one can see the value on the API and in the useability of mashups, as we can take our audience with us online, in our offline pursuits.


Svennerberg, G 2010, Beginning google maps api3, Springer Science + Business Media, New York.

Are We Innovating, or Are We stuck on Repeat?


Image result for caveman at a computer                                                    Source: (Davidcedillo, 2011)

The affordances available in our digital landscape, enable us to create and share content that seems to show no bounds.  However how truly innovative are those sites that employ crowdsourcing, in terms of social media, produsage and crowdsourcing itself?  According to Holmes “Innovation is about putting ideas into practice” (2014, p.4).  To gain a better understanding, the social media site ‘one frame of fame’ will be looked at in these terms to see if innovation is in fact evident.

‘One frame of fame’ is a site that allows participants to send in a digital photo of themselves in line with a directed pose from the directors of the project (Moniker (poster) 2010).  These are then put together with others in a series to make up dance like movements that they then put to a song.  Thinking back to Michael Jackson’s 1991 ‘Black or White’ music video clip this idea is shown also (at 5minutes and 28 seconds in) (michaeljackasonVEVO, 2009).  Maybe the innovation shown in ‘one frame of fame’, is the affordance of social media’s ease to collaborate.    

“In networked communication environments the audience is no longer simply consumers of media: they have become participants” (Hinton and Hjorth, 2013, p. 57), or as Bruns (2008) offers the term in this context; ‘Produsers’.  In ‘one frame of fame’, this is observed by those who can both watch the video and then can also become a part it.  If we were to look at the Michael Jackson music video again, which would have been made in a design studio, it still uses individuals to participate.  In terms of innovation, the contrast can be garnered by how much more leeway and control participants have got in the finished product of the ‘one frame of fame’.

            In terms of crowdsourcing James Surowiecki’s Wisdom of Crowds offers “the idea that large groups of people can solve problems that individuals within the crowd cannot” (Hinton and Hjorth, 2013, p. 62).  In ‘one frame of fame’ the resulting diverse richness would not have been attainable if it wasn’t for a group effort – that is the sum of the individual offerings.  In terms of innovation however, is crowdsourcing innovative?  In terms of ‘putting ideas into practice’ as suggested by Holmes we could agree with yes.  However, in terms of crowdsourcing itself being innovative the answer I believe is no.

The idea that we come up with better solutions as a group rather than an individual has foundation in our anthropological beginnings.  It is what has kept us safe as a species (Page, 2008).  The point that is being made here is that the ideas seem to repeat, whereas the way they are delivered is changing.




Bruns, A 2008, ‘Blogs, wikipedia, second life, and beyond: from production to produsage’, Peter Lang, New York.

Davidcedillo, 2011, I love technology, viewed 4 August 2016,

Hinton, S & Hjorth, L 2013, Understanding social media, SAGE Publications, London.

HOLMES 2014, Interactivity, pp 1-14, in CQUniversity 2014, DGTL12002 working with social media: resource materials CQUniversity Mackay.

michaeljacksonVEVO (poster) 2009, Michael Jackson – Black or White, video, 2 October, viewed 4 August 2016,

Moniker (poster) 2010, One Frame of Fame – More is Less by C-Mon & Kypski, video, 9 July, viewed 4 August 2016,

Page, S 2008, ‘The difference: how the power of diversity creates better groups, firms, schools and societies, Princeton University Press, New Jersey.



The Best Job in the World is an Interactive One

‘The Best Job in the World (BJW)’ campaign released in 2009 for Tourism Queensland, is an example of how an original idea in the modern world has set new benchmarks in advertising effectiveness. By using a combination of traditional media and various kinds of social media interactivity (resultant from online social networking and added newsworthiness it attracted), can be attested to the impassioned response it received (Merigo, 2009).

This campaign is an example of how interactivity can be harnessed to produce effective social mediation practices, afforded by the application of technology. One analysis of social interaction offered by Stromer-Galley makes the clear distinction between interactivity as a process, and interactivity as a product, and the importance in not confusing the two.  Interactivity as a process is where “the focus is on human interaction” (Holmes, 2014, p. 5).  As can be seen in the BJW campaign, “classified ads, job listings and small banner ads were strategically placed in target markets directing people to a central URL –” (Tourism Queensland- The Best Job in the World, 2009).  People would then respond.  As poignant in this step according to Stromer-Galley, there is “reciprocity between sender and receiver” (Holmes, 2014, p. 5).

By highlighting interactivity as a product, this encircles the interactions made with technology, “and the range of interactive experiences afforded by mediation” (Holmes, 2014, p. 5).  For the campaign this can be seen in the content creation by applicants in form of video response, coupled with their ability to upload to social media platforms.

By making the distinction of interactivity as suggested by Stromer-Galley, one can appreciate the involvement aspect of the human experience, and technology’ role as catalyst to afford the opportunity of awareness.  The aspect of interactivity as we continue along with Social Media inclinations, is not only exciting but an important one.




HOLMES 2014, Interactivity, pp 1-14, in CQUniversity 2014, DGTL12002 working with social media: resource materials CQUniversity Mackay.

Merigo (poster) 2009, Tourism Queensland- The Best Job in the World, video, 5 June 2009, viewed 22 July 2016,

Tourism Queensland-The Best Job in the World, 2009, viewed 26 July,

Moderating Risk and Managing Content on Twitter

The social network site ‘Twitter’ is a fantastic way of uploading photos and sharing thoughts on any topic you wish.  You can find groups of interest to ‘follow’, and connect with complete strangers on subjects close to your heart.  Boyd and Ellison include in their definition of ‘social network sites’, the premise that they allow individuals to “construct a public or semi-public profile within a bounded system” (2007, p. 211).

With these profiles including private and sometimes sensitive information, it is important that individuals and businesses can safeguard themselves from cyber criminals (Choo, 2011).  As recognised by Saunders and Zucker (2010), the challenge in the advent of the information age is protection against identity fraud.  In moderating such risk, Twitter’s platform has security settings that allow the individual to control passwords, prompt codes to be implemented for sign in purposes, as well as to control who and in what capacity the content can be accessed.   As can be viewed in the screen shot below, Twitter also gives members avenues if they think their account has been breached.

DGTL 12002 blog 2 twitter safety pageSource: Twitter (2016)

Social network sites such as LinkedIn make connections after an invitation has been accepted, whereas Twitter makes unilateral connections having both “people a user has linked to, and people who have linked to the user (Boyd and Ellison, 2007, p. 35), allowing for more content creation.  On top of this, content by those you ‘follow’ is arranged in order of time and date that it was posted.   With many updates happening every second it would seem, content literally becomes yesterday’s news.  For social media managers needing to justify the marketing dollars, it is important that content can be utilised in the most effective way.  By using Twitter in its conventional sense, information may get lost in the waves of new information without a proper plan in place.  The answer is Content Management.  Twitter tools such as ‘Bitly’ (, and ‘Buffer’ ( were developed to; schedule, publish and analyse all of your posts in one place (Hines, 2011).  The idea is that the marketer and can view the customer experience in a snap shot and can navigate their message in line with the company’s goals.

With safety protocols and tools to manage content in the consumer’ arsenal, the Twitter experience can bring us all a little closer in a way that matters to us, the ‘Users’, minimising risk.






Boyd, D & Ellison, N 2007, ‘Social network sites: definition, history, and scholarship’, Journal of Computer Mediated Communication, vol. 13, no. 1, pp 210-230.

Choo, K 2011, ‘The cyber threat landscape: challenges and future research directions’, Computers & Security, vol. 30, no. 8, pp. 719-731.

Hines, K 2011, ‘10 Twitter Tools Used by Social Media Experts’, 29 August 2011, viewed 18 July 2016,

Saunders, K & Zucker, B 2010, ‘Counteracting identity fraud in the information age: the identity theft and assumption deterrence act’, International Review of Law, Computers & Technology, vol. 13, no. 2, pp. 183- 192.

Twitter (2016), viewed 22 July 2016,









Keeping Social, Offline, By Myself Through Facebook

The social media site that I engage in with is Facebook (FB).  I was travelling overseas when I originally set up my account, and it was a great way to keep in touch with family and friends back home.  With the ability to store photos and post what I had been up to (with the added bonus that they could comment and contribute their own content), allowed some of my homesickness to subside.  Additionally, as highlighted by Hinton and Hjorth about social media, it is evident that FB “contains offline modes of engagement…it is never entirely an online phenomenon” (2013, p. 3).  I noticed the activities and conversations that I engaged in offline with friends and colleagues, had an effect on the content that we shared online.  Additionally, this ‘content’ could be distributed and added to by those on the opposite side of the world.  It was at this point I could see how effective FB could be used in ‘voicing’ the concerns of areas that really needed help ‘offline’, and with online engagement, get the message to where action needed to be taken.

Now that I am back in Australia, Facebook continues to keep me connected to those that I don’t see on a daily basis, making integrating back into Australia that much easier.  The other benefit of FB (especially when you are a travel bug and find yourself having to be in one place for a while), is the ability to get in touch with friends from your past.  With the popularity of FB, chances are old acquaintances have an FB account, and using the ‘Friend Finder’ you can simply type in their name and send a ‘Friend Request’.  Not only is FB linking us online and offline, but it closes the gap between the past and present.




Hinton, S & Hjorth, L 2013, Understanding social media, SAGE Publications, London.

Importance of Formatting

This week, I am acting as a visual consumer and have chosen a magazine that I like and appeals to me. This is the ‘Fashion’ magazine featured above.

The balance is illustrated in the symmetry of the models face, and where the scarf drops to the left page.  This is balanced out by the words put on the right hand side of the page (the model’s shoulder).  With the use of colour and design, the eye flows left to right and left again (following the flow of the scarf) taking in all of the information needed.

The magazine cover uses a white spaced background to allow the title to stand out.  Also having the white background provides the eye distinction, and avoids overcrowding; achieving readability.  This is important for this type of genre as there are many topics  to include on the front cover, and if the contrast wasn’t so distinct, the reader may not know what is in this issue (and may not buy the magazine).

The use of colour on the model ties into the colour of the words, using the pink and yellow supports in the context of interpretation that this is a ‘Spring’ issue.

The use of concrete and qualifier words ties in without making it too ‘wordy’.  For example “Skin that glows”, “Get lean – best Yoga and Pilates…” and ‘Spring Fever – Gorgeous Dresses…”.  Additionally  I like how the editor has started the visual journey with the “skin that glows” first (what person doesn’t want glowing skin), and then as you scan to the right they have made the text less bold, smaller, and no caps for “get lean”.

I feel this was done deliberately, because the topic might need to show a little sensitivity to the reader that would prefer gentle coaxing, rather than having it large, bold and in caps.  Which would change the context, and be more of a barking order “GET LEAN!”.

I really like the visuals of this layout and think the editors have done a great job.  I would buy that magazine 🙂