제출문 방송통신위원회위원장귀하 본보고서를 의연구결과보고서로제출합니다. 2011 년 12 월 연구기관 : 정보통신정책연구원총괄책임자 : 이원태부연구위원참여연구원 : 정부연부연구위원 - i -
목 차 ⅺ 1 1 제 1 절연구배경및목적 1 제 2 절연구방법및추진전략 4 2 5 제 1 절소셜미디어의성장 5 제 2 절소셜플랫폼의개념및특징 6 제 3 절소셜미디어의유형 10 제 4 절소셜미디어에대한선행연구현황 11 1. 소셜미디어형태에따른연구 12 2. 소셜미디어활용효과에관한연구 13 3 71 제 1 절해외시장현황 17 1. 시장현황 17 2. 이용자현황 19 3. 주요사업자동향 22 제 2 절국내시장현황 26 1. 시장현황 26 2. 이용자현황 28 3. 주요사업자동향 30 제 3 절분야별서비스현황분석 32 1. 소셜광고 32 - iii -
2. 소셜네트워크게임 (SNG) 34 3. 소셜커머스 36 4. 위치기반서비스 (LBS) 39 4 24 제 1 절소셜플랫폼의사회적영향력개념 42 1. 사회적영향력의개념과이론 42 2. 소셜미디어의사회적영향력측정방법 46 3. 소셜미디어의사회적영향력에대한다차원적접근의필요성 51 제 2 절소셜플랫폼의사회적영향력사례분석 52 1. 정치적영향력 52 2. 사회문화적영향력 67 제 3 절정책적시사점 80 5 58 제 1 절논의의필요성과기본방향 85 1. 소셜플랫폼발전방안모색의필요성 85 2. 소셜플랫폼의생산적활용방안이가지는국가전략적함의 87 제 2 절주요영역별발전방안 89 1. 소셜플랫폼기반의정책소통활성화방안 89 2. 소셜비즈니스생태계조성및활성화방안 124 6 138 제 1 절연구결과의요약 138 제 2 절결론및정책적제언 141 143 - iv -
표목차 2-1 6 2-2 10 2-3 15 3-1 (2011 8 ) 9 1 3-2 SNS SNS 12 3-3 (2011 9 ) 2 2 3-4 (2011 9 ) 4 2 3-5 25 3-6, +, 62 3-7 28 3-8 SNG : SNS 4 3 3-9 SNG 43 3-10 37 4-1 4 4-2 46 4-3 2010 5 4-4 5 4-5 4. 27 26 4-6 65 4-7 71 4-8 e-, u-, 74 4-9 75 4-10 SNS 77 4-11 81 - v -
4-12 SNS 38 5-1 90 5-2 101 5-3 e-, u-, 106 5-4 129 6-1 139 - vi -
그림목차 1-1 3 1-2 4 2-1 5 2-2 7 2-3 8 2-4 9 2-5 9 2-6 11 3-1 (2011 ) 18 3-2 1,, 18 3-3 SNS (2008 vs. 2010) 9 1 3-4 /SNS SNS 20 3-5 /SNS SNS 21 3-6 SNS 22 3-7 (2011 10 ) 23 3-8 SNS (2011 9 ) 62 3-9 27 3-10 (2010 7 ) 28 3-11 SNS ( 6 ) 29 3-12 SNS SNS ( )( 6 ) 9 2 3-13 SNS ( )( 12 ) 03 3-14 32 3-15 2010 10 33 - vii -
3-16 SNG 35 3-17 36 3-18 38 3-19 LBS 39 3-20 SNS 40 3-21 41 4-1 SNS 57 4-2 60 4-3 61 4-4 62 4-5 63 4-6 barakobama.com tweet your senator 66 4-7 68 4-8 69 4-9 5 70 4-10 72 4-11 72 4-12 73 4-13 1 76 4-14 79 4-15 SM 20 80 5-1 88 5-2 Emergency 2.0 Australia 19 5-3,, 97 5-4 99 5-5 (Person Finder) 10 5-6 101 5-7 SNS 104 - viii -
5-8 107 5-9 108 5-10 109 5-11 110 5-12 113 5-13 115 5-14 SNS 116 5-15 117 5-16 120 5-17 122 5-18 (MyStarbucksIdea.com) 125 5-19 128 5-20 130 5-21 Supply Chains Management 131 5-22 Social Supply Chains Management 132 5-23 SCM 133 5-24 (Emma) 135 5-25 136 - ix -
요약문 1. 제목 2. 연구목적및필요성 (Social Network).,,.,. 3. 연구의구성및범위,,,.,,,, (SNS) - xi -
.,.,. 4. 연구내용및결과 SNS... SNS SNS,. SNS. SNS,, IT, SNS 2001 SNS SNS. SNS,,, LBS. - xii -
..,,.., K-Pop. 10 -. 1 1 2 - SNS SNS - SNS - SNS e., - - xiii -
3 4 5 6 7 8 9 SCM 10 - SNS - SNS - SNS 1 DB - SNS - SNS - - - -, - - AP(Access Point) - - SNS, - SCM - SCM - - - DB (Map), - xiv -
-. - -,,.,..,.,., SNS. SNS. SNS.,. DB. SNS, - xv -
.,. SNS. (big data).,. SNS.. SNS. SNS ICT.,,. 5. 정책적활용내용,.,.., - xvi -
.,.,.. SNS.,.. IT. 6. 기대효과.. - xvii -
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 -
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 -
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 -
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 -
제 1 장서론 1 (Social Network) ( ) 1)..,,,. SNS,., SNS PC SNS,,.,.,, SNS. IT. 1),,,. - 1 -
., SNS,,,. 2001,.., IT SNS., SNS,. 2), SNS,.,,. 3)..,,,, 2) SNS Emergency 2.0 Australia. 3) 4 7, 25, 2008 2 (SBS, 2010. 11). - 2 -
.,,. 1-1 : (2011),,.,. - 3 -
2.,,. 10. SNS.,..,.,,. SNS,. 1-2 연구초기단계 - 기존문헌연구및사례확보 - 연구일정확인및업무분담 - 자문단구성 - 일정별확인 심화연구단계 - 연구문제심화 - 현안이슈별소셜플랫폼의사회적영향력분석 - 연구협력회의를통한중간점검 결과물제출단계 - 연구결과초안집필단계 - 평가와자문을통한공동토론및수정 - 보완적연구 - 4 -
제 2 장소셜플랫폼의개념과특성 1 (social media). 90 PC. 1990 1990, 2000 (2000 ), (2001 ) (2004 ), (2006 ),. 2-1 : (2010) - 5 -
,.,,.,,,,. / ( ).,,. 2 1,, / / (Web2.0 ) 2 SNS.,.,. - 6 -
. SNS,, (, 2011)., ( )., SNS. 4). 2-2 : (2011a),,,.,,,. 4), (internet of everything) (internet of social things). - 7 -
,.,,,,, 4 (, 2011a). 2-3 : (2011a).,,,,,,,.,,,. ( ). - 8 -
. 2-4 : (2011a) 2-5 : (2011a) - 9 -
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) - 10 -
(, ), (, ), (,, ),,,, (,, ). 2-6 : http://api.ning.com/ 4.,..,. - 11 -
. 1.. (, 2009;., 2011),.,. (., 2005),,,. (., 2004),,,,,,,,,,,,. (., 2005). (, 2006),., (, 2008),,. UCC,. UCC (, 2007), UCC. UCC,, UCC (., 2007).. UCC (., 2008) - 12 -
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). - 13 -
(, 2010: 15). - (, 2010),,. (, 2009) 1990,,.,,. (Bennett, Breuning and Givens, 2008),.,,... (., 2008),..,. (, 2009),, - 14 -
.,. (, 2010),.,,., (, 2010b),.. 2 3 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) :,,,, - 15 -
, ( 2009) (, 2011), (, 2007). - 16 -
제 3 장국내외소셜네트워크서비스현황 1 1. (Social Network Service).,....,.,,, PING,, (Zynga), (Linkdin),,,,,,. Comscore 5) 2007 4.6 2010 15.1 3.3. 2011 7.7 (9 ), 2 (4 ), 1.2 (3 ), 1 (9 ), 0.6 (3 ), 0.4 (9 ). 5) : ITU, 11. 1, Comscore, 10. 7, (2011c) - 17 -
3-1 (2011 ) ( : ) 8 7.7 7 6 5 4 3 2 1 2 1.2 1.2 0.6 0.4 0 Facebook Twitter Windows Live LinkedIn MySpace Google+ : Socialbakers(2011. 10), (2011.a), (2011. 7),, 1 (2010. 6~2011. 6) 1.8%., MS, 1 15.3%.. 3-2 1,, : compete.com - 18 -
,, 1~3, 4. 3 1 (2011 8 ) ( : ) 1. Facebook 162,078 6. Tumblr.com 13,431 2. MySpace 33,149 7. DeviantART 12,817 3. Twitter 32,758 8. Yahoo! 12,619 4. LinkedIn 32,530 9. Windows Live Profile 11,246 5. MyLife.com Sites 16,439 10. Classmates.com sites 6,244 : Comscore(2011), courtlandbrooks(2011) 2. PWC 18 SNS (2010. 10~11 ) 79%, 59% SNS. 2008 2010 3-3 SNS (2008 vs. 2010) : PewResearchCenter(2011. 6) - 19 -
SNS 2008 2010. 2008 23~35 40%, 18~22 28% 35 SNS 70% 2010 35 SNS 50% 50~65 SNS 20%. SNS SNS SNS 92%, (29%), (18%), (13%). SNS. 18~35 71%, 18~22. 3-4 /SNS SNS : PewResearchCenter(2011. 6) SNS SNS 56% (44%). SNS 63%, 64%. - 20 -
3-5 /SNS SNS : PewResearchCenter(2011. 6) SNS SNS 52%, 33%.. 3 2 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(2011. 6) SNS EU Kids Online SNS, 13 SNS 40%., 9~12 SNS 70%. SNS - 21 -
57%. 3-6 SNS : EU Kids Online, (2011. 4) 3. 2004. 2011 9 1 6, 4, 3 8,, 3 3 (2011 9 ) ( ) 1 155,981 50.28% 2 40,830 16.80% 3 38,045 3.24% 4 30,481 48.89% 5 30,473 39.17% 6 30,453 15.14% 7 30,121 26.78% 8 26,752 26.78% 9 23,248 35.89% 10 21,634 26.29% : www.socialbakers.com - 22 -
,, 3.,. 2010 10 OS MS., (SMS), ( ) (IM) MS. 6) MS.,,, 140. 2006 2011 4 2, 57 2 (2011. 3. 12 ). 2010 5 2011 2 1 4. 7) 29.1%,,,, 14. 3-7 (2011 10 ) 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% : http://tweetsentiments.com 6) (Like). (RT). 7) 2011 6 30. - 23 -
2011 6 6 (WWDC) (OS) ios5.,,,. (business-oriented social net- working site) 2002 (Reid Hoffman) 10 2003 5. 6 2009 10 5, 1 2011 3 1. 5,400 40%,,,,. 3 4 (2011 9 ) ( ) 1 54,297 17.50% 2 11,995 1.02% 3 7,625 12.23% 4 6,029 3.00% 5 4,650 13.77% : www.socialbakers.com,,,,,. (Hiring solutions), (Marketing solution), (Premium subscriptions). 2011 3 4,800, 100 (Fortune 100) 73. 8) - 24 -
. (Buzz) (Wave) 2011 6 28 SNS (+).,,,, ( ), ( ), ( ). 2 1, 3 4, 2012 4 9). 3 5 stream circle spark hangout huddle instant upload, circle,, stream circle,, 6 : Google+ Project, (2011b),,.. 8) (2011. 5. 19), (Form 424B4), (2011) 9) CNN (2011. 12. 28), (2011. 12. 30) - 25 -
3 6, +, Facebook Google+ Twitter 2004 2 2011 6 2006 7 / /,, /, 2 1. 2000., 3-8 SNS (2011 9 ) ( : ) 3,500 3,500 3,000 2,500 2,000 1,500 1,000 500 702 401 439 - 싸이월드미투데이페이스북트위터 : - 26 -
.,,,. 2011 9 3 5, NHN 702, 401, 439.,, 2011 3., 2010 10. 3-9 : (2011. 6), Comscore 2010 7 2 5 57%. 10) 10) Comscore, (2010. 9. 27) - 27 -
3-10 (2010 7 ) 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), (2010. 9. 27) 2. Edelman Digital,, (RenRen) SNS,,.,. 3 7 81.1% 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 - 28 -
2010 11) 65.7% (SNS). SNS 20 SNS. SNS 55.5% 1 SNS. 1 SNS 25.4%. 3-11 SNS ( 6 ) : (2010) SNS 83.2% (74.4%) (68.1%)., SNS 11.6%. 3-12 SNS SNS ( )( 6 ) : (2010) 11) 2010 5 1 7 15 3 7 2,658. - 29 -
2011 87.1% SNS, 72.7%, 66.4%. 3-13 SNS ( )( 12 ) : (2011) 3. 2001,. 3.,., (2007 2 ) 2008. 2010 ( Me). ( Me) (PWE). N, (PWE),,. - 30 -
. 2010 2 150 9 11 50 2011 2 100. (SNG). 2011 1., ' ', 1,.,, tv, SNS,.,.,,.., C 2010 9, 2011,,. C, C. C 220.. ' C ', CNN, SK, SK. SK, ' ' C - 31 -
. 2 SK. SK, SK 100. 3 1.. e- 1 2010 18 6 2011 40 5, 2012 57 4,. 2011 4 5 3 1 5 3-14 ( : ) : emarketer(2011) - 32 -
. 2012 2 5 1 6., 2010 2 9, 2011 1 8, 2012 1 6., 2010 1. 2010 1 2 5.. Comscore(2010) 2010 4 0.56 2.52 1/4. 12). 3-15 2010 10 ( : ) : Comscore(2011), (2011) 12) : Comscore(2010), (2011) - 33 -
2. (SNG), (SNG). SNS, SNS, SNS SNG 3. 3 8 SNG : SNS SNS SNS > - Farmville Facebook, Nateon : (2010) SNS (SNS) > -,, SNS SNG - SNS Plus+ Ngmoco 2010 8 2011 10. 2010. 3 9 SNG ( : ) 2009 2010 2011 2012 2013 2014 639 826 1,025 1,213 1,372 1,526 740.8% 29.3% 24.1% 18.3% 13.1% 11.2% :, (2010) (Zynga). 2007 4. - 34 -
Farmville, Cityville, Texas HoldEm Poker, FrontierVille 2.5.. 2010 8.5, 4 2010 39%. 3-16 SNG : Screen Digest, HMC (2011) SK 10 100. NHN (yozm). 3 100. 13) 13) (2011. 7. 10) - 35 -
. DeNA. ' ' CJ E&M 100. 14) 3.. William Blair & Company 1, 2011 16.1 2015 70. 3-17 ( : ) 7,000 6,000 5,580 6,998 5,000 4,304 4,000 3,000 2,000 1,000 1,612 2,904-2011 년 2012 년 2013 년 2014 년 2015 년 : William Blair & Company, (2011) 14) (2011. 7. 10) - 36 -
. 3 10 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) 2011 1 8 3, 2011 1 6.5 14. 2 (Living Social) 2011 1 2 5. 15) 2011 4 4 8 27. 15) (2011. 6. 14) - 37 -
. 2011 9 457. KT 2010 7 500. 2011,,, 4 1. 16), 2011 8, 4. 2011 1~2 SNS 5 800 1. 3-18 : (2011. 6. 16). SKT,,, KT!,. 11, CJ, H 16) (2011. 10. 20) - 38 -
. 4. (LBS) (LBS) (SNS), (M2M), (AR). 2010 GPS 8.9, LBS 2010 42.9.,. 3-19 LBS : (2011) Pew Research Center 17) 2010. 8. 9 ~ 9. 12 18 3,001 (LBS) 4% (Foursquare) (Gowalla) (LBS) 18). 17) http://www.pewinternet.org/reports/2010/location-based-services.aspx 18) Location Based Services - 39 -
7%, 5%, 2%. 5%, 5%, 1%. 6%, 4%, 2%. 18~29 8% LBS. 6% LBS (3%)., 10% LBS SNS 6%. 3-20 SNS : Pew Research Center(2010) GPS. SNS 2010 4 LBSNS, 2010 7 IN,., 2010 18, 62 5. - 40 -
3-21 : 11. 3. 31., 81, 302 : (2011b), 2011 1 95 10.,,, 2010 (,, ), LBS SNS. - 41 -
제 4 장소셜플랫폼의사회적영향력사례분석 1 1... SNS.,,., - (., 2011: 197). SNS (Shirky, 2010;., 2011: 198 ).. (social influence),,, (conformity), (power), (authority).,. - 42 -
,., (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). 1980 1990, (social impact theory) (Latané, 1981; 1996).. (immediacy),. (dynamic), - 43 -
.,. 4 1, -..,,., : Lisa Rashotte(2007), pp.4427~4428 (social influence network theory) (Friedkin and Johnsen, 1999)..,... - 44 -
,., (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)., - 45 -
(, 2007)...,.,. 2..,.,.,, SNS,.,. 4 2 ( ) / Google 1998 ( ), Blog lines 2003 RSS Reader - - 46 -
( ) ( ) / Technorati 2003 ( ) Alexa 1996 FeedBurner 2004 RSS 2005 RSS Reader / Twitter Counter Twinfluence/ VidSquid Twitalyzer/ Web Analysis Consulting Group - 2009 2008 2008 2009, 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: - 47 -
/ Tweetlevel/ Edelman Twitter Grader /Hubspot 2009 2009 ( ) 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 2010 - ), 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 2009 2010 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 - 48 -
/ Peoplebrowsr/ Peoplebrow 2010 2010 RWW Team (2010) - More Twitter Analysis: Influence Don't Retweet/ RWW Team Mblast/ mblast TrendSeek/ / Facebook Grader/ Hubspot Social Media Analytics ( ),, RT. 2010-2011 - 2011-2011 - 2010 Facebook Grader Algorithm 2010 - - - Follower RT LIST LIST mpact, Rank SNS,, 4,,, - 49 -
/ Klout 2011 Mblast / mblast ( ) Klout Score (1~100) 2011 -, Reply, Retweet, List, 4 Score Analysis. 3 50, 100 mpact..,.,..,,.,,,,,., SNS,,,,,,, - 50 -
., SNS SNS.,.,,,,, SNS.,, SNS (Rainie, Purcell and Smith, 2011)., SNS, SNS. SNS, SNS SNS. (Hampton, Goulet, Rainie and Purcell, 2011). 3..,..,..,. - 51 -
.,..,,.,.,. 3. 2 1.. (e-marketer) SNS 2007 3 7000 2010 7 7000 28%, 2011 9 400 2012 10. (Facebook) (Twitter). 2011 8 7 4 1 4. 19) 19) 2011 3 70% 22.5% - 52 -
,. 4, 3, 2011 10 2. 20), IT..,. 21). 2010 6.2 (, 2010). ( 故 ) 2002,. (9.8%), (7.2%) (Nielsen 2011). 20) (Dick Costolo) BBC 1 55% ( 2011. 9. 9 ). 21) 2008.. 2010 5, 2010 11,,. - 53 -
.,,. (, 2010)..,........ 2010 : 2010 5.,,,. TV (Viewertatiat). (Anstead & O'Loughlin, 2010). - 54 -
4 3 2010 (www.facebook.com/ democracyuk) (www.aboutmyvote.co.uk) TV YouGov : (2010) - : 1,119,769 - : 14,000 - Like( ): 20 ( 10, 5, 9 ) - 9-305 - : 5,300 - : 18 - : 40-6 9 - 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,. - 55 -
. 2010 : 2008. 2008,,, 2010,,. 2 2008. 4.. 2008, 2010, (, 2010).. (Digital IQ) L2 Think Tank 2010,., 2010 6 159 102, 57 ( : www.ohmygov.com)... 2010 9 22 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). - 56 -
PEW, 22% (political social media user). 2008. 4-1 SNS : Pew Research Center(2011). :?. 2011,,,. (Wired) 21 ( : wired.com).,. - 57 -
,. 3,000, (Nawaat.org).. (Lina Ben Mhenni), 1 10 5,... (Wael Ghonim) 3 5. 2011 1 25. 6 47. 1 25,., 1 28 1 245,000 8% (, 2011a).. : 2011 8,, 2011 8 4 (Mark Duggan) - 58 -
10.. 23)., (BBM) (Twitter Mobs), (Facebook Mobs), (BlackBerry Mobs) (, 2011b). 8 12., (Flickr) CCTV. 24).. (Dan Thompson) 10 @Riotcleanup 8. 23) (Sysomos) 8 8 21%.,,, 8 6 2 7, 8 8 3 1 (, 2011b). 24) 8 16 4,. (20 ), (22 ) 400. - 59 -
(#) (www.riotcleanup.co.uk) 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). 4-2. 2011 :,. 2010 6. 2, 2011 4. 27 10.26. 6. 2. - 60 -
(RT: Retweet). 6. 2 54.6%, (33.6%) (11.8%) (RT) 45.5% ( ) (RT) (, 2010). 4-3 : (2010) (31.8%), (, 2010). - 61 -
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 5 4. 27 3 28 ~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,, 2011 4 26. 26),,, 2011 4 30-62 -
10.26 4.27. 10.26. (www. twiangulate.com), ( ). 27) 4-5 : (2011. 10. 27) 10.26. 27),. 10 3 41,237, 116,726 10 26 573, 1,821 55,872 162,781 3. 10 13 1 2,500 (, 2011. 10. 30 ). - 63 -
,,. 28),. (, 2011).. :?...,.,. (social government) (, 2011). 28) 10 26, 600 20 17.2% 30 (, 2011 10 27 ). - 64 -
., 2009. 4 6 ( ) ( ) ( ) ( ) ( ) ( CIO ) (OMB) ( : DOD) ( : Air Force) ( : GSA) ( ) ( / ) : (2010) (2009. 11) - (2009. 4) - (2009. 1) - (2009. 7) - (209. 9) -, (2010. 4) - (2010. 2) - SNS 2.0 (2009. 4) - GSA (2009. 7) - (2010) -,,, : (2009. 8) -,., - 65 -
(, 2010). 29) 4-6 barakobama.com tweet your senator 30) : http://www.barackobama.com/twitter/tweetyoursenator. 2010 2008, 4 (stjornlagarad.is),, 29). ( ) ( :, techpresident. 2011. 8. 4 ). 30) (zip code) (twee). tweet your representative. - 66 -
., (facebook.com/stjornlagarad), (@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. - 67 -
. Burson-Marsteller 100, 2010 77%, (62%), (57%), (36). 4-7 : Burson-Marsteller(2011). Businessinsider.com 2011 384 75% 63%. CEO 2009 19% 2011 51% (MediaPost, 2011). 33).. (http://www.informationweek.com/news/smb/ebusiness/showarticle.jhtml) 33), KT (46,433 ). - 68 -
., 64% (Like) (ExactTarget, 2011). 4-8 : emaketer(2011)., 70% (Tnuva) 10 5.., ( )., ( ). 2009 SNS (Morgan Stnaley, 2009. 7), 2010-69 -
(3.52%) (1.39%) (Hitwise, 2010)..,,. (11 ), (6 ), (3 ), (3 ),. 4-9 5 : (2011. 6. 24). (James Surowiecki) (TED, 2008), (Thomas Baekdal) 2012 ( ) (Baekdal, 2011).. - 70 -
. 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,., - 71 -
.,.. 4-10 : ComScore(2011. 6. 9); 23 12. 4-11 - 72 -
2011.., TV, 56%, TV 13%.. 34) ABC, CNN, Sky, BBC (#). 4-12.,,, (social learning) 34) ((www.theatlantic.com) 90%, (http://www.webtrends.com) 71%. - 73 -
.. (NIA, 2011),,, SNS. e-, ( ) (Bingham & Conner, 2010/2011). 4 8 e, u, e- u- (LMS),, ( ) (m-learning), ( ),,, EBS PC PDA, PMP SNS, PC 2003 2005 2010 : (2010),, (Collective Learning).,.. - 74 -
4 9 www.sophia.org www.diipo.com socialmediaclassroom. com www.livemocha.com www.sophia.org www.cocone.jp www.cocone.kr www.khanacademy. org/ 2010 2010 2008 2007 2009 2006,,,,,,,, RSS, 195 1,000 ( ) ( ) ( / ), ( ), (, ),,,,,,,, 2400,. (Junco et al. 2010). 14 175 70, 50 19 Engagement Scale, ANOVA - 75 -
.. ( ),,,,.. 2010 SNS 67.3% SNS, 60.0% SNS (, 2010). 1 78.8, 1 47.4 (, 2010). 4-13 1 ( : ) : (, 2010).,,, K-Pop,.. NBA SNS - 76 -
. NBA,,. 2011 4 NBA NBA 250, (digital cooler effect) (ESPN, 2011),,. 35). 2011 8 SNS, 2011. 2 7 SNS 5 316%. SNS, / / SNS, 2 KIA 2,300%. 4 10 SNS SNS 2 7 : @Wyverns_Story 5,038 11,670 230% SK : 3,336 532,282 16,129 15,006 : : @lionsme2 17,832 3,244 272,096 7,353 21,076 35) MLB 7. 21 (Social Media Derby) (mlb.com). - 77 -
SNS 2 7 KIA LG : : @doosan-bears 23,475 42,224 179% 1,081 43,305 : : 5,539 5,539 : @Kiatigers 397 9,204 2,300% : 253 9,457 : : 158 158 : : @heroes_ball 6,182 14,904 241% 19 14,923 : @HanwhaEagles_M 5,042 9,826 194% : @hanwhaeagles 7,058 28,643 405% 96 1,582 1,647% 40,051 710,358 19,732 698,221 20,535 372,248 9,079 676,231 19,889 258,877 6,812 247,209 6,681 47,308 149,515 316% 3,520,313 13,276 2011. 7. 8, : http://sportsnsocial.tistory.com/entry/koreanprobaseballsns2.,.,,, - 78 -
. 36) 4-14 K-Pop,. K-Pop SM 社, K-Pop -. K-Pop K-Pop ( ). K-Pop,,,. 36),,,,. - 79 -
4-15 SM 20 3, 2012,.. - -,..,. - 80 -
.,.,,,.,.... 4 11 AS-IS( ) TO-BE( ) 全,,, SNS 全, - 81 -
. ( ) (prosumer).. ( )..,,.,. (SNA)... (, ),. 37),. 2012 SNS 2 5 -.,, 37) 10,, (Mashable.com, 2011. 8. 8). - 82 -
.. 4 12 SNS,, SNS SNS SNS ( 93 ), SNS : (2011. 10. 27). 2012.,. SNS. 2.0. SNS. SNS -., SNS.,,,. - 83 -
..,. - 84 -
제 5 장소셜플랫폼발전방안및정책과제 1 1.,,,,,,,,,.,.,.....,,,,.,,,.,,.,., - 85 -
.,, 1...,,.., (, 2011)..,,,...,,... - 86 -
... TV,,,.,..,..,. (, 2011).. 2.,,.... - 87 -
. 55.2%, 90%, 23%, 15% (SBS, 2010).., OECD 27 OECD (, 2010;, 2009).,,.,..,. 5-1 - 88 -
,. 2 1.. 1),, (, 2010).,.. (@whitehouse) (White House), (The White House blog), (White House 2.0) (Flickr), (Vimeo), (You Tube), (itunes)..,,,, (, 2009b) (, 2010). 5-1. - 89 -
5 1 (CMAS) : (DHS), TV, (CMAS) (2012 ) - (LBS) (GIS) ( ),, ( ) :, (Register Ready), GIS : (FEMA), - 2010 3,,, 15 SNS, 1 : (2010), (, 2009).. 2009 8,. 3,,, - 90 -
. T/F(Government 2.0). 2009 (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) http://gov2.net.au/blog/2009/11/11/emergency-2-0-australia - 91 -
2010 2, (iecc),,,, (, ) (, 2010).,,, (, 2010)., - (, 2009a).. 39),,.. (, 2010). 40) -..,.,,,,,,,,,,,,,.,,, 39) ( 人人网 : http://renren.com).. 40) http://2u.lc/bkp. - 92 -
., (, 2010). 2)., SNS SNS 反,. SNS SNS,., SNS. SNS. SNS, SNS (, 2011). SNS., SNS. SNS. SNS - 93 -
., SNS..,. SNS, SNS. PR, (public relationship) SNS... (Mckinsey) 2011,,, EU 15, SNS 70%, SNS 67% 2 (56%) 11% (McKinsey & Company, 2011). 2011 11 448 (socialbakers, 2011), 2011 11 537 (OikoLab, 2011), 2011 3 500 9 700 (, 2011). SNS.,. 2010 41) 41) 140~150 (miniblog).,,,,,. - 94 -
87.9%,, (64.7%) (51.6%),, (40.8%) (, 2011).,,?...,....,, SNS, SNS...,.,..,. - - 95 -
. SNS.,,.,, (mash up) 3. (Communication) (communis)..,... 42)..,,...,,.. 42) (2011b), CEO Information, 808. - 96 -
..,..,,,.,,.. (Mutual Attention). - -.. 5-3,, : (2011a) - 97 -
..,,,.. 5.,,,,,,,.,.,. (Prosumer)...,,,,..,. - 98 -
5-4. 1) : SNS 2011 3 90, 5,000, 400 SNS. 1,200, 66%. SNS... 1.. 43) - 99 -
. (www.google.cochristchurch_earthquake.html),, 3 8.. 2009 2011. 5-5 (Person Finder) (YouTube) YouTube.. 2011 7 43) Global Disaster Relief: http://www.facebook.com/disasterrelief - 100 -
. 5-6 5 2 (Person Finder),, :, - 2009 72 (Hackathon, 2~7 ) - 09, 2010 2 3, 1, TBS( ),, 0~24, ( ) - 101 -
. SNS, SNS,,, SNS. SNS., SNS.. SNS.. 2011 7 SNS. SNS. SNS., SNS.,, SNS. 91..,, SNS... - 102 -
SNS OSPF(Open Shortest Path First),., SNS. SNS,. SNS,,, SNS., SNS. SNS. (delay).. TV,, SNS,,., SNS,. SNS 5-7. SNS,. SNS. DB SNS..,.,. - 103 -
5-7 SNS,, SNS. 2) : SNS (MS) (www.khanacademy.org). MIT 2006 2011 10,,,, 2,600. 2007 (www.livemocha.com) 1:1,. - 104 -
195, 1,000 38..,,,,.,., N:N.,,. 44).,.. (CIO BIZ, 2011).,, PC.. e-, m-, u-,. 44).,. 14 175 70, 50 19 Engagement Scale, ANOVA ((Junco et al. 2010). - 105 -
. 5 3 e, u, e- u- (LMS),, ( ) EBS (m-learning), ( ) PC PDA, PMP,,, SNS, PC 2003 2005 2010 : (2011)... ICT,,, Web 2.0.,.. SNS 5-8. e. EBS,,,. - 106 -
5-8 (social mentor)..,,. -. (Self-leading Study).. - 107 -
3) : SNS 2000 46%, 5%. 25%. 2009 74%. 57%. 61%.,.. 5-9 : (2010),,,,. - 108 -
..,.,.. Web 2.0 245,000,.,. 5-10 : (2010) SNS 5-11. - 109 -
5-11, PC SNS SNS (,, ). SNS Push. DB,,, SNS, SNS Push. DB,,. SNS. SNS. SNS LBS( ). - 110 -
4) : SNS SNS,. SNS (, 2010). SNS.. SNS, (Open Source).. SNS SNS. (Social Media listening Comment Center) 11. 5.,.,. SNS,. SNS. 45) - 111 -
SNS.,,.,, SNS, SNS (deliberate democracy) 46). SNS.. SNS. SNS SNS. SNS 5-12. 45). 2009 Advice to the US President on Competitiveness 20 12. (SNS).. (, 2010). 46) (, 2010).,. - 112 -
5-12 SNS. DB.. PC SNS DB. SNS PR. SNS. SNS, SNS. SNS PR. - 113 -
,. SNS. PR,,. 5) :.,, PR.,. SNS, 47). SNS PR,, SNS SNS.,,, 47) (following) (news feed). - 114 -
SNS.,.,,,,,,,,,, (Social Hub). (Social Media Center). SNS SNS, SNS SNS. 5-13 : (2011). - 115 -
., SNS SNS. (http://www.facebook.com/hipolicy) SNS. SNS, 15, 2, 5, 18,,,,. 5-14 SNS : (2011) - 116 -
5-15. 5-15, SNS.., SNS. Push..,,, - 117 -
,,,,. SNS.., SNS.,,.. 6) : SNS 2009 9 28, 1 1 1... 1 1,000 1 1,000. (twitnanum.org) 3,900 (, 2010). 2011 9 SNS,, 100. 100, RT (Retweet) 1 100. SK 2011 8 SK, - 118 -
, SK RT 500 SK. (Crowd funding)... Kickstatrter, IndieGoGo ThisisTrueStory.. 2011 9 SNS (AhnLab Social SiteGuard)....,,,....,. 5-16. - 119 -
5-16,.. DB,. SNS. SNS.,,..,. - 120 -
,.,,. 7) : (Ad-hoc), (Ad-hoc). (Ad-hoc) (1967).,.. (Ad-hoc network) (node). (Ad-hoc),,.,.,,.. (, 2011). MIT Comm.Unity SNS. - 121 -
. 5-17. 5-17.,. (WiFi) (Bluetooth). PAN(Personal Area Network).., AP. - 122 -
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,,. - 123 -
,,. 2.. 1) (Fortune) 500 100 84% 1 SNS. 2010 241% 115%, 78% (, 2011b).,, CRM(Customer Relation Management), PR,.. (Jet Blue Airline) 2009 7... (Starbucks) 2011 11 2,600.... - 124 -
5-18 (MyStarbucksIdea.com) 6, MyStarbucksIdea.com 6.. (Dell). (Buzzmachine.com) (Jeff Jarvis),. 2006 Direct2Dell, 2007. 35 100 SNS. - 125 -
(Pepsi), (Raging bull).,. (Coca-Cola) 330.. (Dusty Sorg) (Michael Jedrzejewski).. CRM.. CRM (, 2010). 2) KT. KT 2010 1 26,,. 2009,, SNS.,. TV. (Mr.Pizza) - 126 -
.., MBC. SNS,,.,, SNS.. KT KT. KT.. KT KT.. KT.. (, 2010).. SNS., SNS (Social funding) - 127 -
. (Crowd funding). SNS SCM SCM. SCM SCM SNS SNS, (, 2011b).. SNS. 5-19,. - 128 -
... 1) (crowd funding),,.,,,, (, 2011).. (Social Donations). 5-4. 5 4 Investing in start-ups - Supporting projects Microcredit P2P lending Donations : (2010) - - - (reward) - -,, - 129 -
. SNS. 2011.. 1,, IT,. 5-20. 5-20., SNS. SNS SNS,.,,,,, - 130 -
,.. DB..... 2) SCM(Supply Chains Management) SCM SCM SCM. 5-21 Supply Chains Management : Jacob Morgan(2010) - 131 -
.. SCM. SCM SCM., SNS. (Feedback mechanism) (Response time). 5-22 Social Supply Chains Management : Jacob Morgan(2010), SCM SNS, - 132 -
. SCM SNS,,, SNS,,. SNS (, 2011b). SNS SCM SCM 5-23. 5-23 SCM SCM SMS(Short Message Service). SCM SNS SMS. - 133 -
,,,, SNS.,. 48), SNS. SCM SCM SCM. SCM. 3) (social commerce).. 2008 (Groupon).,... SNS. 48). - 134 -
.. SNS. (Emma)... 5-24 (Emma) ID... - 135 -
..,, (ebuzz, 2011)..,.. 5-25. SNS. SNS SNS, SNS. - 136 -
. SNS. 49) DB (map).,,. 2001. 49), (transitive trust) (, 2010). - 137 -
제 6 장결론및정책적시사점 1.., SNS..., SNS,. SNS. SNS,, IT, SNS 2001 SNS SNS. SNS,,, LBS.,. - 138 -
.,,.., K-Pop., 10 -. 6 1 1 2 3 4 - SNS SNS - SNS - SNS e., - - SNS - SNS - SNS 1 DB - SNS - 139 -
5 6 7 8 9 SCM 10 - SNS - - - -, - - AP(Access Point) - - SNS, - SCM - SCM -. - - DB (Map),. - 140 -
- -,,. 2, 10.,.,.,.., SNS. SNS. SNS.,. DB. SNS, - 141 -
.,. SNS. (big data).,. SNS.. SNS. SNS ICT.,,.. SNS.. - 142 -
참고문헌 (2009), UCC.. 53(1): pp.187~208. (2007), UCC.. 21(6): 9-43. (2010), / SNS, http://www.estorylab.com/73., SNS,, 2011. 6. 22. (http://ggholic.tistory.com/3309) (2011),.. 9(1): pp.13~17. (2011), (LinkedIn),, 23 11 510,, 2011. 6. 16. (2007), ;.. pp.88~95., http://www.goodneighbors.kr/ (2005), :,, 50(2): pp.419~460. (2009), :., 53(4): pp.5~26. (2010), : vs.,, 24(5): 9-45. (2010),,,,, 54(5): 348-371. - 143 -
(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),,, 23 11 510,. (2011). SNS,. (2011), SNS,, DonagA Business Review, 92. (2010),,. (2009), -., 21 10,. (2005), :,, 49(3): pp.318~345. (2011. 9. 9),,, http://it.donga.com/itnews/6728/. (2011. 6. 14), - - - (2011), SNS. (2007), :,, 51(6): pp.190~217. (2004),,, 48(5): pp.270~294. (2008), :,. 52(3): pp.422~439. (2008),,. 48(5): pp.270~294. - 144 -
(2008), :,, 52(2): pp.284~304. (2008),,, 25(3): pp.5~39. (2011).. CEO Information, 808.. (2007), UCC : UCC,, 22: pp.123~166. (2007), UCC, :,, 51(4): pp.407~436. (2009), UCC :,,,, 23(2): pp.276~316. (2011a),,, 2011. 3. (2011b),, 2011. 6 (2011c), LBS 1 2,, 2011. 4. 21. (2010), 2010, 2010. 9. (2011), 2011, 2011. 7. (2011), SNS, 2011 (2010),, (2009),, CEO Information, 710. (2011a),, CEO Information, 808. (2011b), SNS 新, SERI, 115. (2011. 9. 19), 700 SNS (http://economy.hankooki.com/lpage/it/201109/e20110919170331117720.htm) (2009), (Social Media). - 145 -
. 2009(12). pp.35~57. (2011a), 9~16 SNS, 2011. 4. 21. (2011b), Google SNS Google+, 2011. 7. 12., (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, 2010. 2. 23. (2010. 9. 27), 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,, 2010. 12. (2010b)., Premium Report, 10-06. (2011). :,. - 146 -
(2011),,, 23 7 506,, 2011. 4. 16. (2011), Ad hoc,, 2011. (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. (2011. 7. 10), (2011. 12. 30),, 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),, 2011. 9. (2010),, SNS SNS,. (2011)., 2011. - 147 -
(2008), 2.0 : TV UCC,, 8(4): pp.557~591. (2011a),, 193 (2011. 2. 1).. (2011b),, 289 (2011. 9. 5),. (2010), : 2010, 9 2. (2010),,. (2011), (LBSNS),, &, Vol 2011 No.1 2. Net Term. (2011. 6), (2011. 6. 16), (www.facebook.com/hipolicy/) (2010),. (2010), (SNG), 10-18( 18 ), 2010.12 (2011), 2010 (2011. 1. 5), (http://weekly.hankooki.com/lpage/arts/201001/wk20100105223709105210.htm) (FKII) (2009), (Social Media)?. IT Issue Report. pp.52~55. (2009a),,, IT Weekly, 213. (2009b),, CIO Report, 14. (2010),, CIO Report, 24. - 148 -
(2011), SNS, 23 6 505,, p.76. (2009),,, LG (2010),,. (2010), :,,,. 24(6): pp.365~403. CIO BIZ(2011),,, 2011. 4. 7. (http://www.ciobiz.co.kr/news/articleview.html?idxno=5119) ebuzz(2011),, SNS, 2011. 9. 29. (http://www.ebuzz.co.kr/content/buzz_view.html?ps_ccid=90441) HMC (2011), 2011 - / OikoLab, http://twkr.oiko.cc/ ( : 2011 11 25 ) SBS, 2010, 8. SK,,!, http://sktstory.com/social-donate-story/, 2011. 8. 23. Algeri, Dion.(2010). What Malcolm Gladwell doesn t understand about social media (and what every law firm should know). (http://www.greatjakes.com/blog/what-malcolm-gladwell-doesn%e2%80%99t-underst and-about-social-media-and-what-every-law-firm-should-know-for-marketin/) Anstead, Nick & O Loughlin, Ben(2010). The Emerging Viewertariat: Explaining Twitter Responses to Nick Griffin s Appearance on BBC Question Time, UEA School of Political, Social and International Studies Working Paper Series. Number 1. (http://newpolcom.rhul.ac.uk/storage/anstead_oloughlin_bbcqt_twitter_final.pdf) Bennett, Lance, Christian Breuning and Terri Givens(2008), Communication and Political Mobilization: Digital Media and the Organization of Anti-Iraq War Demonstrations in the U.S., Political Communication. 25: pp.269~289. - 149 -
Boyd, Danah and Nicole Ellison(2008), Social Network Sites: Definition, History, and Scholarship, Journal of Computer-Mediated Communication. 13: pp.210~230. Charts Quarterly(2011), Facebook Has Big Lead in Avg. Monthly Minutes, 2011, 2. Comscore(2010), The New York Times Ranks as Top Online Newspaper According to May 2010 U.S. comscore Media Metrix Data, 2010. 6. 16. courtlandbrooks(2011), U.S. Social Networking Rankings Social Networking Watch Dash, Anil.(2010). Make The Revolution (http://dashes.com/anil/2010/09/when-the-revolution-comes-they-wont-recognize-it.html) Donath, Judith and Danah Boyd(2004), Public Displays of Connection, BT Technology Journal. 22(4): pp.71~82. Ellison, Nicole, Charles Steinfield and Cliff Lampe(2007), The Benefits of facebook Friends: Social Capital and College Students' Use of Online Social Network Sites, Journal of Computer-Mediated Communication. 12: pp.1143~1168. edelmandigital(2011), Social Media Mapping APAC Facebook Marches On, 2011. 5. 16. emarketer(2011), Social Network Ad Revenues Worldwide, by Venue, 2012~2012, 2011. 1. 12. French, John. Jr(1956), A Formal Theory of Social Power. Psychological Review. 63: pp. 181~194. Friedkin, Noah E. and Eugene C. Johnsen(1999), Social Influence Network and Opinion Change. Advances in Group Precesses. 16: pp.1~29. Gladwell, Malcolm.(2010). Small Change: Why the revolution will not be tweeted. The Newyorker. (http://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell) Government 2.0 task force(2009), Emergency 2.0 Australia, 2009. 11. 11. (http://gov2.net.au/blog/2009/11/11/emergency-2-0-australia) Hampton, Keith, Lauren Sessions Goulet, Lee Rainie and Kristen Purcell(2011), Social Networking Sites and our Lives. Pew Research Center's Internet & American Life Project. 2011. 6. 16. (http://www.pewinternet.org/reports/2011/technology-and-social-networks.aspx) - 150 -
( : 2011 7 20 ). Jacob Morgan(2010), What is Social Supply Chain Management?, http://is.gd/wslphe, 2010. 12. 13. Joseph Menn(2011), Smartphone tweets drive Twitter surge, Financial Times, 2011. 6. 2. Junco, R. G. Heiberger & E. Loken(2010), The Effect of Twitter on College Student Engagement and Grades, Journal of Computer Assisted Learning, No. 387. Katz, Elihu and Paul Lazarsfeld(1955), Personal Influence: The Part Played by People in the Flow of Mass Communications. Free Press. Latané, Bibb(1981), The Psychology of Social Impact. American Psychologist. 36: pp. 343~365. Latané, Bibb(1996), Dynamic social Impact: The Creation of Culture by Communication. Journal of Communication. 46(4): pp.13~25. Nick Newman(2010). UKelection 2010, Mainstream Media and the Role of the Internet, Reuters Institute for the Study of Journalism. (www.ohmygov.com). Neilsen(2011), The State of the Media: The Social Media Report, Q3 2011. (http://blog.nielsen.com/nielsenwire/social/) Nye, Joseph S(2011), The Future of Power. N.Y.: Public Affairs. McKinsey & Company(2011), Korea i-consumer Report, 2011. 6. 21. O'Mahony, Siobhán and Fabrizio Ferraro(2004), Hacking Alone? The Effects of Online and Offline Participation on Open Source Community Leadership. (http://opensource.mit.edu/papers/omahonyferraro2.pdf)( : 2011 7 25 ). O'Reilly. Tim(2005), What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software. (http://oreilly.com/web2/archive/what-is-web-20.html)( : 2011 7 20 ). PewResearchCenter(2010), 4% of online Americans use location-based services, 2010. 11. 4. (2011a), Social networking sites and our lives, 2011. 6. 16. (2011b), 22% of Online Americans used Social Networking or Twitter for Politica in 2010 campaign. - 151 -
(http://pewinternet.org/reports/2011/politics-and-social-media.aspx) Rainie, Lee, Kristen Purcell and Aaron Smith(2011), The Social Side of the Internet. Pew Research Center's Internet & American Life Project. 2011. 1. 18. (http://www.pewinternet.org/reports/2011/the-social-side-of-the-internet.aspx) ( : 2011 7 20 ). Rashotte, Lisa(2007), Social Influence. In: Blackwell Encyclopedia. Ritzer G. (eds.). pp. 4426~4429. Shirky. C.,(2010). The Political Power of Social Media: Technology, the Public Sphere, and Political Change, Foreign Affairs. (http://www.foreignaffairs.com/articles/67038/clay-shirky/the-political-power-of-soci al-media) Socialbakers, http://www.socialbakers.com/facebook-statistics/ ( : 2011 11 25 ) Stauffer, Dietlich(2005), Sociophysics Simulations II: Opinion Dynamics. http://web.sg.ethz.ch/workshops/summerschool05/talks/stauffer_opinion.pdf ( : 2011 7 22 ). Stone, Biz.(2010), Exclusive: Biz Stone on Twitter and Activism (http://www.theatlantic.com/technology/archive/2010/10/exclusive-biz-stone-on-twitt er-and-activism/64772/#) Tufekci, Zeynep.(2010), What Gladwell Gets Wrong: The Real Problem is Scale Mismatch (Plus, Weak and Strong Ties are Complementary and Supportive). (http://technosociology.org/) Tumasjan, A., Sprenger, T. Sandner, P., & Welpe, I.(2010), Election forecasts with Twitter: How 140 characters reflect the political landscape. Social Science Computer Review. Advance online publication. doi: 10.1177/0894439310386557 Wittenbaum, Gwen(2000), The Bias Toward Discussing Shared Information: Why Are High-Status Group Members Immune. Communication Research. 27: pp.379~401. Xia, Haoxiang, Huili Wang and Zhaoguo Xuan(2010), Opinion Dynamics: Disciplinary Origins, Recent Developments, and a View on Future Trends. - 152 -
http://meta-synthesis.iss.ac.cn/kss2010/presentation/paper/kss2010-42-naliu.pdf ( : 2011 7 25 ). - 153 -
소셜플랫폼의사회적영향력분석및발전방향연구 (A Study on the Social Influences of Social Platform and Its Development Directions) 2011 12 2011 12 20 TEL: 02-750-1114 E-mail: webmaster@kcc.go.kr Homepage: www.kcc.go.kr