Mediaboss Marketing

SANTA MONICA, Calif., Dec. 12, 2012 /PRNewswire-USNewswire/ -- The 47% of Americans who use social media sites like Facebook, Twitter, and LinkedIn have spent billions of minutes social networking in 2012.

The increasing prevalence of social communication via computers, apps, and mobile devices has been constant and controversial. Is social media advancing beneficial social, political, and business changes, or is it causing a harmful dependence on screen-based technology and spawning less meaningful interpersonal relationships? Are we better off in our new world of constant connectivity, or has more communication brought more problems?

ProCon.org, a nonpartisan research organization devoted to critical thinking on controversial issues, debuts its revamped website Social Networking (http://socialnetworking.procon.org) and delves into the pros and cons ofthe core question "Are social networking sites good for society?"

Proponents of social networking sites say that the online communities promote increased interaction with friends and family; offer teachers, librarians, and students valuable access to educational support and materials; facilitate social and political change; and disseminate useful information rapidly.

Opponents of social networking say that the sites prevent face-to-face communication; waste time on frivolous activity; alter children's brains and behavior making them more prone to ADHD; expose users to predators like pedophiles and burglars; and spread false and potentially dangerous information.

In addition to in-depth pro and con research, the revamped ProCon.org social networking website contains a historical background section, videos, photos, over 200 footnotes and sources, and Did You Know? facts including:

For pros, cons, and related research on whether or not social networking is good for society, visit http://socialnetworking.procon.org

About Us ProCon.org (online at http://www.procon.org) is a 501(c)(3) nonprofit public charity whose mission is promoting critical thinking, education, and informed citizenship. Information is presented on 44 different ProCon.org issue websites in subjects ranging from gay marriage, alternative energy, and medical marijuana to the death penalty, illegal immigration, and Obamacare.

ProCon.org websites are free of charge and require no registration. The websites have been referenced by over 700 media entities, cited 36 times by the governments of 11 countries (including 20 US states and seven US federal agencies), and used by teachers, librarians, and educators in over 3,300 schools in 50 countries and all 50 US states.

Media/Press Coverage of ProCon.org Includes 60 Minutes, ABC, Associated Press, Atlanta Journal-Constitution, BBC, Bloomberg, Business Week, CBS News, CNN, CNBC, Contra Costa Times, Dallas Morning News, Esquire, Forbes, FOX News, The Guardian, Houston Chronicle, Huffington Post, Los Angeles Times, Minneapolis-St. Paul Star Tribune, Mother Jones, NBC, New England Journal of Medicine, New York Times, The Oregonian, Orlando Sentinel, PBS, Reuters, Slate, USA Today, Washington Post, Wired, and many others.

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Are social networking sites good for our society? ProCon.org injects nonpartisan research into both sides of the debate

Washington, December 12 (ANI): Researchers including one of Indian origin have found that social networking sites can drive advertising revenue by encouraging the density of social ties or boosting the level of friendship or social connections between users.

According to the findings of the new study, more connected users prompt increases in visitation and browsing on the site, which helps stimulate online advertising revenue growth.

The research co-authored by Scott Shriver, assistant professor of marketing at Columbia Business School, Harikesh Nair, associate professor of marketing at the Stanford Graduate School of Business, and Reto Hofstetter of the University of St. Gallen in Switzerland introduces new techniques to determine whether more connected users generate more content and vice versa.

The researchers examined the history of social tie formation and content creation on Soulrider.com, an online community of windsurfers based in Switzerland.

"Prior work in this area has reported a correlational relationship between social ties and user-generated content," Professor Shriver said.

"Our work attempts to go further by establishing and measuring causal effects," he said.

To address the question of causality, the authors leveraged the fact that users often post blogs about wind speeds at their preferred surfing locations. After merging the Soulrider.com data with wind speed information from the Swiss meteorological office, the researchers were able to establish that wind speeds correlated with content production but not social tie formation.

The team was then able to explain observed content production in terms of factors independent of social ties, which in turn allowed them to separately identify the causal effects of interest.

"One of the main issues that site operators like Facebook deal with is how to monetize the content that is created on their sites," Professor Shriver said.

"Our research finds that the density of the links between users on the network is critical for the ultimate success of the social network. It's not sufficient to just get people to join the site - increasing the strength of the relationships is key to increasing page views and therefore ad revenue," he said.

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Social networking sites 'may lead to online ad revenue growth'

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