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7 제출문 방송통신위원회위원장귀하 본보고서를 의연구결과보고서로제출합니다 년 12 월 연구기관 : 정보통신정책연구원총괄책임자 : 이원태부연구위원참여연구원 : 정부연부연구위원 - i -

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9 목 차 ⅺ 1 1 제 1 절연구배경및목적 1 제 2 절연구방법및추진전략 제 1 절소셜미디어의성장 5 제 2 절소셜플랫폼의개념및특징 6 제 3 절소셜미디어의유형 10 제 4 절소셜미디어에대한선행연구현황 소셜미디어형태에따른연구 소셜미디어활용효과에관한연구 제 1 절해외시장현황 시장현황 이용자현황 주요사업자동향 22 제 2 절국내시장현황 시장현황 이용자현황 주요사업자동향 30 제 3 절분야별서비스현황분석 소셜광고 32 - iii -

10 2. 소셜네트워크게임 (SNG) 소셜커머스 위치기반서비스 (LBS) 제 1 절소셜플랫폼의사회적영향력개념 사회적영향력의개념과이론 소셜미디어의사회적영향력측정방법 소셜미디어의사회적영향력에대한다차원적접근의필요성 51 제 2 절소셜플랫폼의사회적영향력사례분석 정치적영향력 사회문화적영향력 67 제 3 절정책적시사점 제 1 절논의의필요성과기본방향 소셜플랫폼발전방안모색의필요성 소셜플랫폼의생산적활용방안이가지는국가전략적함의 87 제 2 절주요영역별발전방안 소셜플랫폼기반의정책소통활성화방안 소셜비즈니스생태계조성및활성화방안 제 1 절연구결과의요약 138 제 2 절결론및정책적제언 iv -

11 표목차 ( ) SNS SNS ( ) ( ) , +, SNG : SNS SNG e-, u-, SNS v -

12 4-12 SNS e-, u-, vi -

13 그림목차 (2011 ) ,, SNS (2008 vs. 2010) /SNS SNS /SNS SNS SNS ( ) SNS ( ) ( ) SNS ( 6 ) SNS SNS ( )( 6 ) SNS ( )( 12 ) vii -

14 3-16 SNG LBS SNS SNS barakobama.com tweet your senator SM Emergency 2.0 Australia ,, (Person Finder) SNS viii -

15 SNS (MyStarbucksIdea.com) Supply Chains Management Social Supply Chains Management SCM (Emma) ix -

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17 요약문 1. 제목 2. 연구목적및필요성 (Social Network).,,.,. 3. 연구의구성및범위,,,.,,,, (SNS) - xi -

18 .,.,. 4. 연구내용및결과 SNS... SNS SNS,. SNS. SNS,, IT, SNS 2001 SNS SNS. SNS,,, LBS. - xii -

19 ..,,.., K-Pop SNS SNS - SNS - SNS e., - - xiii -

20 SCM 10 - SNS - SNS - SNS 1 DB - SNS - SNS , - - AP(Access Point) - - SNS, - SCM - SCM DB (Map), - xiv -

21 -. - -,,.,..,.,., SNS. SNS. SNS.,. DB. SNS, - xv -

22 .,. SNS. (big data).,. SNS.. SNS. SNS ICT.,,. 5. 정책적활용내용,.,.., - xvi -

23 .,.,.. SNS.,.. IT. 6. 기대효과.. - xvii -

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25 SUMMARY 1. Title A Study on the Social Influences of Social Platform and Its Development Directions 2. Objective and Importance of Research This study was designed to come up with strategies to foster social platform as a growth engine for innovations and changes in society, economy and politics since social network-based Internet services are exponentially growing with a wide spread of smartphone and mobile Internet. 3. Contents and Scope of the Research This study consists of 4 parts. First, we believe that social platform should be redefined, beyond a service, to cover technologies, services and social policies. Second, this study examined the current SNS markets at home and abroad. Third, the growing social influence of social platform can be analyzed from a political perspective and a social-cultural perspective. Fourth, as a mid-to-long term strategy to productively use and develop social platform 4. Research Results This study results for first, we believe that social platform should be redefined, beyond - xix -

26 a service, to cover technologies, services and social policies. When analyzing a platform from a social scientific perspective, social platform should be examined with a multifaceted approach covering infrastructures, technologies, services and relationships. Second, this study examined the current SNS markets at home and abroad. SNS is growing fast not only in its social influence but also in its economic values and IT giants such as Google, Facebook, and Twitter have been competing fiercely to become a leader in the global SNS market since the arrival of Google Plus. Third, the growing social influence of social platform can be analyzed from a political perspective and a social-cultural perspective. In political areas, social media is being used as an important tool for social movement, election and political decision-making in major countries therefore emerges as a main social and political change driver. Social media's active role in democratic movement in North Africa, riots in Britain, and local elections and by-elections in Korea is a good example. In social and cultural areas, social media is not only changing the landscape of journalism and media but also rising as a key production and distribution channel for cultural content. As seen in the case of Huffington Post, social media is outgrowing traditional media and playing a key role in creating global 'Korean Wave', unprecedented popularity of K-Pop. Fourth, as a mid-to-long term strategy to productively use and develop social platform, 10 social platform-based services and business models were proposed: 1) Social disaster response service(sns-based emergency warning system), 2) Social learning service (SNS-based self-motivating learning system), 3) Social health service (SNS-based medical information sharing and emergency response system), 4) Social policy participation service (SNS-based public opinion review system), 5) Social helper for administration service (provided through social hub accounts), 6) Social fund-raising service (SNS-based social donation service), 7) Social life service (ad-hoc or SNS-based daily activity supporting service), 8) Social funding service (entrepreneur-investor connecting service), 9) Social SCM -supply chains management- (SNS-based production and distribution system), 10) Social market service (local seller-buyer connecting service). - xx -

27 5. Policy Suggestions for Practical Use We expect this report to be used as a basic reference in making mid-to-long term strategy to productively use and develop social platform by the government and to be used as a guidance for decision makings by small and large firms in this industry. 6. Expectations This study is expected to improve public consensus on spread effect and corresponding Strategies of social platform - xxi -

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29 CONTENTS Chapter 1. Introduction Chapter 2. Concepts and Characteristics of Social Platform Chapter 3. SNS(Social Network Service) Market Conditions at Home and Abroad Chapter 4. Case Studies of Social Influence of Social Platform Chapter 5. Development Plans and Policy Challenges of Social Platform Chapter 6. Conclusion and Policy Suggestions - xxiii -

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31 제 1 장서론 1 (Social Network) ( ) 1)..,,,. SNS,., SNS PC SNS,,.,.,, SNS. IT. 1),,,

32 ., SNS,,,. 2001,.., IT SNS., SNS,. 2), SNS,.,,. 3)..,,,, 2) SNS Emergency 2.0 Australia. 3) 4 7, 25, (SBS, )

33 .,,. 1-1 : (2011),,.,

34 2.,,. 10. SNS.,..,.,,. SNS,. 1-2 연구초기단계 - 기존문헌연구및사례확보 - 연구일정확인및업무분담 - 자문단구성 - 일정별확인 심화연구단계 - 연구문제심화 - 현안이슈별소셜플랫폼의사회적영향력분석 - 연구협력회의를통한중간점검 결과물제출단계 - 연구결과초안집필단계 - 평가와자문을통한공동토론및수정 - 보완적연구 - 4 -

35 제 2 장소셜플랫폼의개념과특성 1 (social media). 90 PC , 2000 (2000 ), (2001 ) (2004 ), (2006 ),. 2-1 : (2010) - 5 -

36 ,.,,.,,,,. / ( ).,,. 2 1,, / / (Web2.0 ) 2 SNS.,.,

37 . SNS,, (, 2011)., ( )., SNS. 4). 2-2 : (2011a),,,.,,,. 4), (internet of everything) (internet of social things)

38 ,.,,,,, 4 (, 2011a). 2-3 : (2011a).,,,,,,,.,,,. ( )

39 . 2-4 : (2011a) 2-5 : (2011a) - 9 -

40 3 (2009),,,. 2 2 Blogger, Livejournal, Open Diary, TypePad, WordPress, Vox, ExpressionEngine Twitter, Plurk, Jaiku Bebo, facebook, Linkdin, Myspace, Orkut, Skyrock, Hi5, Ning, Elgg, FriendFeed ( ) Upcoming, Eventful, Meetup.com Wikipedia, PBwiki, wetpaint Delicious, StumbleUpon, Google, Reader, CiteULike,,,,, Digg, Mixx, Reddit, eponions, Yelp, City-data.com, eponions.com,, Q&A Yahoo!, Answers, WikiAnswers, Askville, Google Answers Flickr, Zoomr, Photobucket, SmugMug in, Q&A Youtube, Vimeo TV, Ustream.tv, Justine.tv, Stickam, bizbuzztour.com imeem, The Hype Mashine, Last.fm, ccmixter Second Life, The Sims Online, Forterra Miniclip, Kongergate : (2009), (2010a)

41 (, ), (, ), (,, ),,,, (,, ). 2-6 : 4.,..,

42 . 1.. (, 2009;., 2011),.,. (., 2005),,,. (., 2004),,,,,,,,,,,,. (., 2005). (, 2006),., (, 2008),,. UCC,. UCC (, 2007), UCC. UCC,, UCC (., 2007).. UCC (., 2008)

43 UCC., 2008 UCC (, 2007). UCC. SNS.,. SNS,. (., 2010a) (., 2010). 2.,,.,, (Boyd and Ellison, 2008). 1990, (bridging) (weak tie) (Ellison, Steinfield and Lampe, 2007).,. (Donath and Boyd, 2004)

44 (, 2010: 15). - (, 2010),,. (, 2009) 1990,,.,,. (Bennett, Breuning and Givens, 2008),.,,... (., 2008),..,. (, 2009),,

45 .,. (, 2010),.,,., (, 2010b), UCC SNS, - : (2009), (2011) - : (2006), (2008), (2008) - : (2004), (2005), (2005), (2006) - : (2009), (2007) - : (2007), (2007), (2007), (2007), (2007), (2008), (2008), (2009), (2009) - : (2010a), (2010) - : (2008), (2008) - (2005), (2007), (2009), (2010), (2010b) - (2006), (2009), (2010), (2008) :,,,,

46 , ( 2009) (, 2011), (, 2007)

47 제 3 장국내외소셜네트워크서비스현황 1 1. (Social Network Service).,....,.,,, PING,, (Zynga), (Linkdin),,,,,,. Comscore 5) (9 ), 2 (4 ), 1.2 (3 ), 1 (9 ), 0.6 (3 ), 0.4 (9 ). 5) : ITU, 11. 1, Comscore, 10. 7, (2011c)

48 3-1 (2011 ) ( : ) Facebook Twitter Windows Live LinkedIn MySpace Google+ : Socialbakers( ), (2011.a), ( ),, 1 ( ~ ) 1.8%., MS, % ,, : compete.com

49 ,, 1~3, ( ) ( : ) 1. Facebook 162, Tumblr.com 13, MySpace 33, DeviantART 12, Twitter 32, Yahoo! 12, LinkedIn 32, Windows Live Profile 11, MyLife.com Sites 16, Classmates.com sites 6,244 : Comscore(2011), courtlandbrooks(2011) 2. PWC 18 SNS ( ~11 ) 79%, 59% SNS SNS (2008 vs. 2010) : PewResearchCenter( )

50 SNS ~35 40%, 18~22 28% 35 SNS 70% SNS 50% 50~65 SNS 20%. SNS SNS SNS 92%, (29%), (18%), (13%). SNS. 18~35 71%, 18~ /SNS SNS : PewResearchCenter( ) SNS SNS 56% (44%). SNS 63%, 64%

51 3-5 /SNS SNS : PewResearchCenter( ) SNS SNS 52%, 33% SNS SNS MySpace Facebook Linkedin Twitter Other SNS Several fimes a day 3% 31% 3% 20% 15% About once a day 5% 21% 3% 13% 17% 3~5 days a week 2% 15% 4% 6% 14% 1~2 days a week 17% 17% 18% 9% 16% Every few weeks 12% 11% 28% 12% 19% Less often 33% 5% 35% 23% 14% Never 29% 1% 9% 18% 5% : PewResearchCenter( ) SNS EU Kids Online SNS, 13 SNS 40%., 9~12 SNS 70%. SNS

52 57%. 3-6 SNS : EU Kids Online, ( ) , 4, 3 8,, 3 3 ( ) ( ) 1 155, % 2 40, % 3 38, % 4 30, % 5 30, % 6 30, % 7 30, % 8 26, % 9 23, % 10 21, % :

53 ,, 3., OS MS., (SMS), ( ) (IM) MS. 6) MS.,,, , 57 2 ( ) ) 29.1%,,,, ( ) 35.0% 30.0% 29.1% 25.0% 20.0% 15.0% 11.3% 10.8% 10.0% 5.0% 5.7% 3.8% 3.4% 2.4% 2.2% 2.1% 1.8% 1.4% 1.4% 1.3% 1.1% 0.0% : 6) (Like). (RT). 7)

54 (WWDC) (OS) ios5.,,,. (business-oriented social net- working site) 2002 (Reid Hoffman) , ,400 40%,,,,. 3 4 ( ) ( ) 1 54, % 2 11, % 3 7, % 4 6, % 5 4, % : (Hiring solutions), (Marketing solution), (Premium subscriptions) ,800, 100 (Fortune 100) 73. 8)

55 . (Buzz) (Wave) SNS (+).,,,, ( ), ( ), ( ). 2 1, 3 4, ). 3 5 stream circle spark hangout huddle instant upload, circle,, stream circle,, 6 : Google+ Project, (2011b),,.. 8) ( ), (Form 424B4), (2011) 9) CNN ( ), ( )

56 3 6, +, Facebook Google+ Twitter / /,, /, , 3-8 SNS ( ) ( : ) 3,500 3,500 3,000 2,500 2,000 1,500 1, 싸이월드미투데이페이스북트위터 :

57 .,,, , NHN 702, 401, 439.,, , : ( ), Comscore %. 10) 10) Comscore, ( )

58 3-10 ( ) 80% 70% 60% 50% 40% 30% 20% 10% 0% 74% 57% 47% 47% 43% 35% 33% 30% 15% 러시아 한국 독일 브라질 인도 일본 미국 프랑스 영국 : Comscore(2010), ( ) 2. Edelman Digital,, (RenRen) SNS,,., % 31.6% 78.2% 6.9% 81.6% 49.8% 70.1% 50.7% 81.8% 63.4% 75.3% 63.1% 17.1% 21.3% 19.3% 31.8% 64.1% 38.4% 44.2% 71.8% : Comscore, Edelman Digital(2011) KISDI

59 ) 65.7% (SNS). SNS 20 SNS. SNS 55.5% 1 SNS. 1 SNS 25.4% SNS ( 6 ) : (2010) SNS 83.2% (74.4%) (68.1%)., SNS 11.6% SNS SNS ( )( 6 ) : (2010) 11) ,

60 % SNS, 72.7%, 66.4% SNS ( )( 12 ) : (2011) ,. 3.,., ( ) ( Me). ( Me) (PWE). N, (PWE),,

61 (SNG) , ' ', 1,.,, tv, SNS,.,.,,.., C , 2011,,. C, C. C ' C ', CNN, SK, SK. SK, ' ' C

62 . 2 SK. SK, SK e , , ( : ) : emarketer(2011)

63 , , , , Comscore(2010) /4. 12) ( : ) : Comscore(2011), (2011) 12) : Comscore(2010), (2011)

64 2. (SNG), (SNG). SNS, SNS, SNS SNG SNG : SNS SNS SNS > - Farmville Facebook, Nateon : (2010) SNS (SNS) > -,, SNS SNG - SNS Plus+ Ngmoco SNG ( : ) ,025 1,213 1,372 1, % 29.3% 24.1% 18.3% 13.1% 11.2% :, (2010) (Zynga)

65 Farmville, Cityville, Texas HoldEm Poker, FrontierVille , % SNG : Screen Digest, HMC (2011) SK NHN (yozm) ) 13) ( )

66 . DeNA. ' ' CJ E&M ) 3.. William Blair & Company 1, ( : ) 7,000 6,000 5,580 6,998 5,000 4,304 4,000 3,000 2,000 1,000 1,612 2, 년 2012 년 2013 년 2014 년 2015 년 : William Blair & Company, (2011) 14) ( )

67 Social Social (Flash Sale) (Group-Buy) (Social Shopping) (Social Shopping Apps) (Purchase Sharing) (Personal Shopper) Vente-Privee Drive member-get-member referrals Groupon( ),,, Polyvore, Kaboodle, Lockerz ShopKick, Stickybits Blippy, Swipely SNS GoTryItOn : 1) (2011) 2), : (2011) (Groupon) , (Living Social) ) ) ( )

68 KT ,,, ), , ~2 SNS : ( ). SKT,,, KT!,. 11, CJ, H 16) ( )

69 . 4. (LBS) (LBS) (SNS), (M2M), (AR) GPS 8.9, LBS , LBS : (2011) Pew Research Center 17) ~ ,001 (LBS) 4% (Foursquare) (Gowalla) (LBS) 18). 17) 18) Location Based Services

70 7%, 5%, 2%. 5%, 5%, 1%. 6%, 4%, 2%. 18~29 8% LBS. 6% LBS (3%)., 10% LBS SNS 6% SNS : Pew Research Center(2010) GPS. SNS LBSNS, IN,., ,

71 3-21 : , 81, 302 : (2011b), ,,, 2010 (,, ), LBS SNS

72 제 4 장소셜플랫폼의사회적영향력사례분석 SNS.,,., - (., 2011: 197). SNS (Shirky, 2010;., 2011: 198 ).. (social influence),,, (conformity), (power), (authority).,

73 ,., (Rashotte, 2007: 4426).,., (Xia, Wang and Xuan, 2010)., 2 (two-step flow model) (Katz and Lazarsfeld 1955). 2, (opinion leader)., (Wittenbaum, 2000;., 2010;, 2011)., (social power model) (French, 1956)... (Rashotte, 2007; Xia, Wang and Xuan, 2010: 2) , (social impact theory) (Latané, 1981; 1996).. (immediacy),. (dynamic),

74 .,. 4 1, -..,,., : Lisa Rashotte(2007), pp.4427~4428 (social influence network theory) (Friedkin and Johnsen, 1999)..,

75 ,., (missionaries) (opportunists), (negotiators).(stauffer, 2005: 3-6).,..,....,.,,,,,, -, (Weimann, Tustin, van Vurren and Joubert, 2007: 176;., 2010: 369~370 ).. (scale-free network)., (, 2002: 100).., (O'Mahony and Ferraro, 2004).,

76 (, 2007)...,.,. 2..,.,.,, SNS,.,. 4 2 ( ) / Google 1998 ( ), Blog lines 2003 RSS Reader

77 ( ) ( ) / Technorati 2003 ( ) Alexa 1996 FeedBurner 2004 RSS 2005 RSS Reader / Twitter Counter Twinfluence/ VidSquid Twitalyzer/ Web Analysis Consulting Group , Twitter API Twitter APE 7, Favorite, RSS, 100,,,,,,,,, Following, Follower, Tweet Follower : Follower, Follower, (Follower Follower ) Impact: Follower, RT, Engagement:, Influence: RT Generosity: RT Clout:

78 / Tweetlevel/ Edelman Twitter Grader /Hubspot ( ) Twitter Grader Algorithm,, Factor: Following, Followers, Undates, Name Pointing, Retweets, Twitalyzer noise to signal ratio Algorithm Factor: Follower, Follower Grader, Update, Update Follower, Twitter ( Social Media Analytics/SAS ), Twitter, Retweet / 2009 Klout 2009 Web Ecology Project(2009) - New Approaches for Analyzing Influence on Twitter Meeyoung Cha. et. al. (2010) - Measuring User Influence in Twitter: The Million Follower Fallacy Klout Score (1~100) indegree(follower) influence, retweet influence, mention influence, 520,, Follower, Follower Follower, Reply, Retweet, List 4 Score Analysis. 3 50, 100 Score Analysis, True Reach, Amplification Probability, Network Influence : Reply ( ), Retweet( ) ; mention (reply ), attribution (retweet via ) 3 ; indegree vs. retweets, indegree vs. mentions, retweets vs. mentions, =follower RT, Mention

79 / Peoplebrowsr/ Peoplebrow RWW Team (2010) - More Twitter Analysis: Influence Don't Retweet/ RWW Team Mblast/ mblast TrendSeek/ / Facebook Grader/ Hubspot Social Media Analytics ( ),, RT Facebook Grader Algorithm Follower RT LIST LIST mpact, Rank SNS,, 4,,,

80 / Klout 2011 Mblast / mblast ( ) Klout Score (1~100) , Reply, Retweet, List, 4 Score Analysis. 3 50, 100 mpact..,.,..,,.,,,,,., SNS,,,,,,,

81 ., SNS SNS.,.,,,,, SNS.,, SNS (Rainie, Purcell and Smith, 2011)., SNS, SNS. SNS, SNS SNS. (Hampton, Goulet, Rainie and Purcell, 2011). 3..,..,..,

82 .,..,,.,., (e-marketer) SNS %, (Facebook) (Twitter) ) 19) % 22.5%

83 ,. 4, 3, ), IT..,. 21) (, 2010). ( 故 ) 2002,. (9.8%), (7.2%) (Nielsen 2011). 20) (Dick Costolo) BBC 1 55% ( ). 21) , ,,

84 .,,. (, 2010).., : ,,,. TV (Viewertatiat). (Anstead & O'Loughlin, 2010)

85 ( democracyuk) ( TV YouGov : (2010) - : 1,119,769 - : 14,000 - Like( ): 20 ( 10, 5, 9 ) : 5,300 - : 18 - : TV 27-18~24 25% 4 4 Tweetminster poll 35%(-2) 30%(0) 27%(+3) 8%(-2) 37% 30% 24% 10% : Nick Newman(2010). (tweetminster.com),. 22) 22) 2009,

86 : ,,, 2010,, , 2010, (, 2010).. (Digital IQ) L2 Think Tank 2010,., , 57 ( : Tea Party Patriots(46 ), Republican National Committee(18 ), Republican Party(13 ), Democratic Senatoral(13 ), Democractic Party(12 ), MoveOn.org(10 ) ( : techpresident.com). (Tumasjan et al., 2011)

87 PEW, 22% (political social media user) SNS : Pew Research Center(2011). :?. 2011,,,. (Wired) 21 ( : wired.com).,

88 ,. 3,000, (Nawaat.org).. (Lina Ben Mhenni), ,... (Wael Ghonim) ,., ,000 8% (, 2011a).. : ,, (Mark Duggan)

89 )., (BBM) (Twitter Mobs), (Facebook Mobs), (BlackBerry Mobs) (, 2011b) , (Flickr) CCTV. 24).. (Dan Thompson) 8. 23) (Sysomos) %.,,, , (, 2011b). 24) ,. (20 ), (22 )

90 (#) ( 24, pennyred.blogspot.com, inagist.com. (clean up) Supporting the Met Police against the London riots, Liverpool Clean Up, Post Riot Clean-Up: Let s Help London, (, 2011b) :, ,

91 (RT: Retweet) %, (33.6%) (11.8%) (RT) 45.5% ( ) (RT) (, 2010). 4-3 : (2010) (31.8%), (, 2010)

92 4-4 현정부의정책이나관계자에대한평가 7.9% 정치인이나정부에대한평가 1.6% 무상급식, 세종시, 4 대강, 일자리등선거공약 천안함사건, 대북정책등외교안보이슈 선거후보자와관련된정치정보 12.1% 16.7% 15.7% 선거및투표참여를독려하는메시지 31.8% : (2010) 4. 27,. 2,100 (tweet), SNS. 25),,,. 26) ~4 25 ( ) 1 (moonsoonc_camp) 2,664,295 2 (HQcamp) 1,314,555 3 (kang4you)) 698,775 4 (moonsoonc) 620,163 5 (hq_sohn) 524,359 6 (ohmji_wow) 272,836 7 (kangjeasup) 247,174 : (2011) ( : ) 25) 2,100,, ),,,

93 (www. twiangulate.com), ( ). 27) 4-5 : ( ) ), ,237, 116, , 1,821 55, , ,500 (, )

94 ,,. 28),. (, 2011).. :?...,.,. (social government) (, 2011). 28) 10 26, % 30 (, )

95 ., ( ) ( ) ( ) ( ) ( ) ( CIO ) (OMB) ( : DOD) ( : Air Force) ( : GSA) ( ) ( / ) : (2010) ( ) - ( ) - ( ) - ( ) - (209. 9) -, ( ) - ( ) - SNS 2.0 ( ) - GSA ( ) - (2010) -,,, : ( ) -,.,

96 (, 2010). 29) 4-6 barakobama.com tweet your senator 30) : , 4 (stjornlagarad.is),, 29). ( ) ( :, techpresident ). 30) (zip code) (twee). tweet your representative

97 ., (facebook.com/stjornlagarad), 31) 2.. (social consumer) ( ), CEO. SNS (prosumer)... 32) 31) (Future Melbourne Wiki), (wiki.policeact.govt.nz). 32), SNS 25% 1 SNS 6% 10 (Diana 2011). : Diana, Alison.(2011), Social Media Users Expect Rapid Response To Complaints

98 . Burson-Marsteller 100, %, (62%), (57%), (36). 4-7 : Burson-Marsteller(2011). Businessinsider.com % 63%. CEO % % (MediaPost, 2011). 33).. ( 33), KT (46,433 )

99 ., 64% (Like) (ExactTarget, 2011). 4-8 : emaketer(2011)., 70% (Tnuva) , ( )., ( ) SNS (Morgan Stnaley, ),

100 (3.52%) (1.39%) (Hitwise, 2010)..,,. (11 ), (6 ), (3 ), (3 ), : ( ). (James Surowiecki) (TED, 2008), (Thomas Baekdal) 2012 ( ) (Baekdal, 2011)

101 . 4 7 ChosunOpinion (WeeklyBIZ) Joins_worldnews joins_app joins_star joinshealth (patzzicom) joinsblog Jlookmag (joins_jpn) dongamedia hanitweet hookhani HankyorehNews (SciON_hani) (haniblog) (haninuri) ( 30 1 ), JLOOK twtkr Hook,.,

102 ., : ComScore( );

103 2011.., TV, 56%, TV 13%.. 34) ABC, CNN, Sky, BBC (#) ,,, (social learning) 34) (( 90%, ( 71%

104 .. (NIA, 2011),,, SNS. e-, ( ) (Bingham & Conner, 2010/2011). 4 8 e, u, e- u- (LMS),, ( ) (m-learning), ( ),,, EBS PC PDA, PMP SNS, PC : (2010),, (Collective Learning).,

105 socialmediaclassroom. com org/ ,,,,,,,, RSS, 195 1,000 ( ) ( ) ( / ), ( ), (, ),,,,,,,, 2400,. (Junco et al. 2010) , Engagement Scale, ANOVA

106 .. ( ),,,, SNS 67.3% SNS, 60.0% SNS (, 2010) , (, 2010) ( : ) : (, 2010).,,, K-Pop,.. NBA SNS

107 . NBA,, NBA NBA 250, (digital cooler effect) (ESPN, 2011),,. 35) SNS, SNS 5 316%. SNS, / / SNS, 2 KIA 2,300% SNS SNS 2 7 5,038 11, % SK : 3, ,282 16,129 15,006 : 17,832 3, ,096 7,353 21,076 35) MLB (Social Media Derby) (mlb.com)

108 SNS 2 7 KIA LG : 23,475 42, % 1,081 43,305 : : 5,539 5, ,204 2,300% : 253 9,457 : : : 6,182 14, % 19 14,923 5,042 9, % 7,058 28, % 96 1,582 1,647% 40, ,358 19, ,221 20, ,248 9, ,231 19, ,877 6, ,209 6,681 47, , % 3,520,313 13, , :

109 . 36) 4-14 K-Pop,. K-Pop SM 社, K-Pop -. K-Pop K-Pop ( ). K-Pop,,,. 36),,,,

110 4-15 SM 20 3, 2012,.. - -,..,

111 .,.,,,., AS-IS( ) TO-BE( ) 全,,, SNS 全,

112 . ( ) (prosumer).. ( )..,,.,. (SNA)... (, ),. 37), SNS ,, 37) 10,, (Mashable.com, )

113 SNS,, SNS SNS SNS ( 93 ), SNS : ( ) ,. SNS SNS. SNS -., SNS.,,,

114 ..,

115 제 5 장소셜플랫폼발전방안및정책과제 1 1.,,,,,,,,,.,.,.....,,,,.,,,.,,.,.,

116 .,, 1...,,.., (, 2011)..,,,...,,

117 ... TV,,,.,..,..,. (, 2011).. 2.,,

118 . 55.2%, 90%, 23%, 15% (SBS, 2010).., OECD 27 OECD (, 2010;, 2009).,,.,..,

119 , ),, (, 2010).,.. (@whitehouse) (White House), (The White House blog), (White House 2.0) (Flickr), (Vimeo), (You Tube), (itunes)..,,,, (, 2009b) (, 2010)

120 5 1 (CMAS) : (DHS), TV, (CMAS) (2012 ) - (LBS) (GIS) ( ),, ( ) :, (Register Ready), GIS : (FEMA), ,,, 15 SNS, 1 : (2010), (, 2009) ,. 3,,,

121 . T/F(Government 2.0) (Government 2.0) 2.0 (Emergency 2.0 Australia), (Geospatial & social media Project). 38) (Kevin Michael Rudd), 2.0 IT. 2.0,. 5-2 Emergency 2.0 Australia : (2010) 38)

122 2010 2, (iecc),,,, (, ) (, 2010).,,, (, 2010)., - (, 2009a).. 39),,.. (, 2010). 40) -..,.,,,,,,,,,,,,,.,,, 39) ( 人人网 : 40)

123 ., (, 2010). 2)., SNS SNS 反,. SNS SNS,., SNS. SNS. SNS, SNS (, 2011). SNS., SNS. SNS. SNS

124 ., SNS..,. SNS, SNS. PR, (public relationship) SNS... (Mckinsey) 2011,,, EU 15, SNS 70%, SNS 67% 2 (56%) 11% (McKinsey & Company, 2011) (socialbakers, 2011), (OikoLab, 2011), (, 2011). SNS., ) 41) 140~150 (miniblog).,,,,,

125 87.9%,, (64.7%) (51.6%),, (40.8%) (, 2011).,,?...,....,, SNS, SNS...,.,..,

126 . SNS.,,.,, (mash up) 3. (Communication) (communis)..,... 42)..,,...,,.. 42) (2011b), CEO Information,

127 ..,..,,,.,,.. (Mutual Attention) ,, : (2011a)

128 ..,,,.. 5.,,,,,,,.,.,. (Prosumer)...,,,,..,

129 5-4. 1) : SNS , 5,000, 400 SNS. 1,200, 66%. SNS )

130 . ( (Person Finder) (YouTube) YouTube ) Global Disaster Relief:

131 (Person Finder),, :, (Hackathon, 2~7 ) - 09, , 1, TBS( ),, 0~24, ( )

132 . SNS, SNS,,, SNS. SNS., SNS.. SNS SNS. SNS. SNS., SNS.,, SNS. 91..,, SNS

133 SNS OSPF(Open Shortest Path First),., SNS. SNS,. SNS,,, SNS., SNS. SNS. (delay).. TV,, SNS,,., SNS,. SNS 5-7. SNS,. SNS. DB SNS..,.,

134 5-7 SNS,, SNS. 2) : SNS (MS) ( MIT ,,,, 2, ( 1:1,

135 195, 1, ,,,,.,., N:N.,,. 44).,.. (CIO BIZ, 2011).,, PC.. e-, m-, u-,. 44)., , Engagement Scale, ANOVA ((Junco et al. 2010)

136 . 5 3 e, u, e- u- (LMS),, ( ) EBS (m-learning), ( ) PC PDA, PMP,,, SNS, PC : (2011)... ICT,,, Web 2.0.,.. SNS 5-8. e. EBS,,,

137 5-8 (social mentor)..,,. -. (Self-leading Study)

138 3) : SNS %, 5%. 25% %. 57%. 61%., : (2010),,,,

139 ..,.,.. Web ,000,., : (2010) SNS

140 5-11, PC SNS SNS (,, ). SNS Push. DB,,, SNS, SNS Push. DB,,. SNS. SNS. SNS LBS( )

141 4) : SNS SNS,. SNS (, 2010). SNS.. SNS, (Open Source).. SNS SNS. (Social Media listening Comment Center) ,.,. SNS,. SNS. 45)

142 SNS.,,.,, SNS, SNS (deliberate democracy) 46). SNS.. SNS. SNS SNS. SNS ) Advice to the US President on Competitiveness (SNS).. (, 2010). 46) (, 2010).,

143 5-12 SNS. DB.. PC SNS DB. SNS PR. SNS. SNS, SNS. SNS PR

144 ,. SNS. PR,,. 5) :.,, PR.,. SNS, 47). SNS PR,, SNS SNS.,,, 47) (following) (news feed)

145 SNS.,.,,,,,,,,,, (Social Hub). (Social Media Center). SNS SNS, SNS SNS : (2011)

146 ., SNS SNS. ( SNS. SNS, 15, 2, 5, 18,,,, SNS : (2011)

147 , SNS.., SNS. Push..,,,

148 ,,,,. SNS.., SNS.,,.. 6) : SNS , , ,000. (twitnanum.org) 3,900 (, 2010) SNS,, , RT (Retweet) SK SK,

149 , SK RT 500 SK. (Crowd funding)... Kickstatrter, IndieGoGo ThisisTrueStory SNS (AhnLab Social SiteGuard)....,,,....,

150 5-16,.. DB,. SNS. SNS.,,..,

151 ,.,,. 7) : (Ad-hoc), (Ad-hoc). (Ad-hoc) (1967).,.. (Ad-hoc network) (node). (Ad-hoc),,.,.,,.. (, 2011). MIT Comm.Unity SNS

152 ,. (WiFi) (Bluetooth). PAN(Personal Area Network).., AP

153 5-17 A Bluetooth PAN(Personal Area Network) B, B WiFi Ad-Hoc C. C Bluetooth PAN D E. AP (Coverage). 1:1.,. SNS,,. SNS.. AP(Access Point). AP., PC.. AP,,

154 ,, ) (Fortune) % 1 SNS % 115%, 78% (, 2011b).,, CRM(Customer Relation Management), PR,.. (Jet Blue Airline) (Starbucks) ,

155 5-18 (MyStarbucksIdea.com) 6, MyStarbucksIdea.com 6.. (Dell). (Buzzmachine.com) (Jeff Jarvis), Direct2Dell, SNS

156 (Pepsi), (Raging bull).,. (Coca-Cola) (Dusty Sorg) (Michael Jedrzejewski).. CRM.. CRM (, 2010). 2) KT. KT ,,. 2009,, SNS.,. TV. (Mr.Pizza)

157 .., MBC. SNS,,.,, SNS.. KT KT. KT.. KT KT.. KT.. (, 2010).. SNS., SNS (Social funding)

158 . (Crowd funding). SNS SCM SCM. SCM SCM SNS SNS, (, 2011b).. SNS. 5-19,

159 ... 1) (crowd funding),,.,,,, (, 2011).. (Social Donations) Investing in start-ups - Supporting projects Microcredit P2P lending Donations : (2010) (reward) - -,,

160 . SNS ,, IT, , SNS. SNS SNS,.,,,,,

161 ,.. DB ) SCM(Supply Chains Management) SCM SCM SCM Supply Chains Management : Jacob Morgan(2010)

162 .. SCM. SCM SCM., SNS. (Feedback mechanism) (Response time) Social Supply Chains Management : Jacob Morgan(2010), SCM SNS,

163 . SCM SNS,,, SNS,,. SNS (, 2011b). SNS SCM SCM SCM SCM SMS(Short Message Service). SCM SNS SMS

164 ,,,, SNS.,. 48), SNS. SCM SCM SCM. SCM. 3) (social commerce) (Groupon).,... SNS. 48)

165 .. SNS. (Emma) (Emma) ID

166 ..,, (ebuzz, 2011).., SNS. SNS SNS, SNS

167 . SNS. 49) DB (map).,, ), (transitive trust) (, 2010)

168 제 6 장결론및정책적시사점 1.., SNS..., SNS,. SNS. SNS,, IT, SNS 2001 SNS SNS. SNS,,, LBS.,

169 .,,.., K-Pop., SNS SNS - SNS - SNS e., - - SNS - SNS - SNS 1 DB - SNS

170 SCM 10 - SNS , - - AP(Access Point) - - SNS, - SCM - SCM DB (Map),

171 - -,,. 2, 10.,.,.,.., SNS. SNS. SNS.,. DB. SNS,

172 .,. SNS. (big data).,. SNS.. SNS. SNS ICT.,,.. SNS

173 참고문헌 (2009), UCC.. 53(1): pp.187~208. (2007), UCC.. 21(6): (2010), / SNS, SNS,, ( (2011),.. 9(1): pp.13~17. (2011), (LinkedIn),, ,, (2007), ;.. pp.88~95., (2005), :,, 50(2): pp.419~460. (2009), :., 53(4): pp.5~26. (2010), : vs.,, 24(5): (2010),,,,, 54(5):

174 (2008), 18 UCC : UCC,, 52(5): pp.295~319. (2006),,. 6(2): pp.113~148. (2006), :., 50(2): pp.59~89. (2008),,. 52(6): pp.78~99. (2011),,, ,. (2011). SNS,. (2011), SNS,, DonagA Business Review, 92. (2010),,. (2009), -., 21 10,. (2005), :,, 49(3): pp.318~345. ( ),,, ( ), (2011), SNS. (2007), :,, 51(6): pp.190~217. (2004),,, 48(5): pp.270~294. (2008), :,. 52(3): pp.422~439. (2008),,. 48(5): pp.270~

175 (2008), :,, 52(2): pp.284~304. (2008),,, 25(3): pp.5~39. (2011).. CEO Information, (2007), UCC : UCC,, 22: pp.123~166. (2007), UCC, :,, 51(4): pp.407~436. (2009), UCC :,,,, 23(2): pp.276~316. (2011a),,, (2011b),, (2011c), LBS 1 2,, (2010), 2010, (2011), 2011, (2011), SNS, 2011 (2010),, (2009),, CEO Information, 710. (2011a),, CEO Information, 808. (2011b), SNS 新, SERI, 115. ( ), 700 SNS ( (2009), (Social Media)

176 . 2009(12). pp.35~57. (2011a), 9~16 SNS, (2011b), Google SNS Google+, , (2010a), (micro-blogging) : (Twitter).. 24(2): pp.192~232., (2010b), (micro-blogging service) (social capital):.. 54(5): pp.327~347. (2002),. Linked: The New Science of Network,,,. (2010), : IT, ( ), 韓 SNS 2, (2009), UCC.. 26(3): pp.83~116. (2011), SNS,, KT.,, (2010),. NIA II-RER-10035,. (2010), :,. 18(3): pp.110~145. (2007). UCC :.. 22: pp.267~287. (2010a),, Ⅱ 10-11,, (2010b)., Premium Report, (2011). :,

177 (2011),,, ,, (2011), Ad hoc,, (2006),,. 50(3): pp.393~423. (2005), :,,. 49(3): pp.234~261. (2009),, :,, 26(3): pp.201~240. (2009), : 2.0,. 26(3): pp.243~284. ( ), ( ),, 4 (2007), UCC,, 51(6). pp.267~287. (2011), :, II:, pp.195~227. (2007), UCC : TV,. 12(1): pp.211~242. (2011), : 48 2,. (2011),, (2010),, SNS SNS,. (2011).,

178 (2008), 2.0 : TV UCC,, 8(4): pp.557~591. (2011a),, 193 ( ).. (2011b),, 289 ( ),. (2010), : 2010, 9 2. (2010),,. (2011), (LBSNS),, &, Vol 2011 No.1 2. Net Term. ( ), ( ), ( (2010),. (2010), (SNG), 10-18( 18 ), (2011), 2010 ( ), ( (FKII) (2009), (Social Media)?. IT Issue Report. pp.52~55. (2009a),,, IT Weekly, 213. (2009b),, CIO Report, 14. (2010),, CIO Report,

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184 소셜플랫폼의사회적영향력분석및발전방향연구 (A Study on the Social Influences of Social Platform and Its Development Directions) TEL: Homepage: