社交网络商业模式中英文对照外文翻译文献

中英文对照外文翻译

(文档含英文原文和中文翻译)

在线社交网络的商业模式：挑战和机遇

社交网络和云计算的出现

社交网络已经成为许多人每天生活的一部分，即证明了这种网络庞大的用户群体。例如,由哈佛大学毕业生于2004年2月创作的Facebook是作为替代传统学生名录的方式存在的。目的在于覆盖大学-Facebook，使学生个体之间形成互动,鼓励他人通过个性化的邀请、朋友建议和成立专业小组加入网络社交中。今天的Facebook已

变得更加广泛而更不仅仅是在大学生中。现在，Facebook可以通过共同兴趣,视频,照片的分享来促进人们之间的互动,一些社会网络人数超过一个大国的人数,例如，Facebook有超过3.5亿的活跃用户。社交网络提供的这个平台能促进用户之间的交流和共享,并试图塑造一个现实世界关系。当前的社交网络也已不再只是朋友与朋友之间的交流沟通;例如,由公司提供的大量的集成应用程序，现在一些组织正使用这些应用程序,比如Facebook对用户进行身份验证,即他们利用用户的Facebook验证身份,而不需要自己的认证信息(例如加拿大卡尔加里机场当局使用Facebook 验证身份并授予访问无线网络)。这种联合第三方应用程序的能力(包括其本地数据)对用户进行身份验证说明，服务为导向类似于应用开发。通过利用已经建立的特定的社交网络平台,要求用户注册另一个系统就变得非常必要了。

社交网络，其结构在本质上是一个通过与固有的朋友之间的信任关系形成的动态的虚拟社区。斯米登等人于2006确定了如何进行“关系营销”(指所有的营销活动都指向建立、开发和维护一个成功的互相沟通交流关系)，这可以通过在

线社区来实现。他们讨论如何使用在线社区促进消费者和供应商之间的互动和联系，中间派和特定的品牌。同样，(商扥人2006)讨论如何通过各种类型的在线社区参与，实现客户对品牌的忠诚度。他们讨论某些人主动在网上对某些产品进行讨论，促进产品的销售，他们是活跃的参与者，还有一种是在社交网络里担任潜水者，他们是被动参与者。这方面的研究，会特别关注那些在线社区的参与者，对用户的感知程度的相关性进行讨论——关注彼此的认知和情感。

这对于理解也是非常有用的,例如,如何使这种信任关系成为资源共享的基础 (信息、硬件、服务)。云环境通常专注于提供低层次抽象的计算或存储。使用这种方法,用户可以使用(在短期内/租赁的基础上)属于别人或商业(通常在一个计算机网络)的技能。通过这种方式,用户可以把计算需求外包给外部提供者——限制他们接触系统管理和能源使用中的成本。计算和云存储是互补的,作为构建应用程序的控制中心——称为“混搭式应用”。云存储受大众欢迎的原因在于其可以作为一种扩展存储限制的功能设备(如手机和其他移动设备。大量的商业云提供商如亚马逊 EC2/S3,谷歌应用引擎,微软云和许多规模较小的如雨云(卡舍利et al .,2005)和尤加利(努尔米et al .,2009)。社交云(查德等人2010)，认为另一方面，是一个由用户动态地非配给一群朋友的可伸缩的虚拟化的计算模型资源。赔偿是可选的，因为用户可能希望使用共享资源，而不需要没有付款，通过利用基于双方互惠的信贷(或易货)模型(安德拉德等人2010)。在这两种情况下，可以保证提供定制的服务水平。在某种意义上，这个模

型是类似于一个志愿者，在朋友之间相互共享资源。然而，该志愿者模型有固有的责任做好现有的朋友关系。通过利用社交网络平台获得资源，可以有许多的优势，特别是可以获得巨大的用户群体，可以利用现有的用户管理功能，通过现有的用户依赖形成彼此间的信任关系。

云社交

(查德et al .,2010)界定了云社交的概念，其作为一个Facebook 应用程序,目的在于利用这个广泛使用的平台和开发环境。在云社交中，服务可以通过Facebook识别被映射到特定用户中，考虑到定义用户之间相互交流的特殊政策。例如，用户与亲密的朋友之间可能会被限制交易，如在同一个国家/网络/组织中的用户,所有的朋友,甚至是朋友的朋友。一个专业化的银行组件会管理用户间的信用转账，同时存储当前保留的相关信息。

在云社交中，当用户自己不再需要使用这种能力时，他们就可以与朋友交易多余的数据存储和计算机容量能力。例如，一个用户将照片从他们的数码相机中卸载至另一个社交网络成员的硬盘。

结论

虚拟社交网络能促使虚拟社区的形成,其成员有着共同的社会利益并产生社会“价值”。确定商业模式如何与这样的社会价值相联系一直是许多社交网站主要关注的焦点。我们这样界定云社交的概念——计算资源(除了简单交流的内容——如消息、照片等等)可以在成员之间进行交换。然而，事实是被动的，即它是通过在线门户——计算

资源而不是其他发布和访问的。用户参与云社交必须启用访问他们的硬盘数据存储,同时必须信任另一个个体。我们将讨论如何使用社交网络中的朋友关系作为定义这种关系的基础。他们还提供了一项关于相关商业模式的调查。我们相信，这是理解如何使用社交网络在互联网上进行更有效资源共享的第一步。

文献出处：Rana O F, Caton S. Business models for on-line social networks: Challenges and opportunities [J]. Technical, Social, and Legal Issues in Virtual Communities: Emerging Environments: Emerging Environments, 2012: 163.

Business Models for On-line Social Networks:

Challenges and Opportunities

EMERGENCE OF SOCIAL NETWORKS AND CLOUD COMPUTING

Social networking has become an every day part of many peoples’lives as evidenced by the huge user communities that are part of such networks. Facebook, for instance, was launched in February 2004 by Harvard under graduate students as an alternative to the traditional student directory. In tended to cover interaction between students at Universities–Facebook enables individuals to encourage others to joint he network through personalized invitations, friend suggestions and creation of specialist groups. Today Facebook has a much wider take up than just students at Universities. Facebook now facilitates interaction between people by enabling sharing of common interests, videos, photos, etc. Some social network populations exceed that of large countries, for example Facebook has over 350 million active users. Social networks

provide a platform to facilitate communication and sharing between users, in an attempt to model real world relationships. Social networking has now also extended beyond communication between friends; for instance, there are a multitude of integrated applications that are now made available by companies, and some organizations use such applications, such as Facebook Connect to authenticate users, i.e. they utilize a user’s Facebook credentials rather than requiring their own credentials(for example the Calgary Airport authority in Canada uses Facebook Connect to grant access to their WiFi network). This ability to combine a third party application (including its local data) to authenticate users demonstrates the service-oriented approach to application development. By tapping into an already established community around a particular social networking platform, it becomes unnecessary to require users to register with another system.

The structure of a Social Network is essentially the formation of a dynamic virtual community with inherent trust relationships between friends. (Szmigin et al., 2006) identify how “relationship marketing” (identified as referring to all marketing activities directed towards establishing, developing and maintaining successful relational exchanges) can be facilitated through the creation of on-line communities. They discuss how on-line communities can be used to facilitate interaction and bonding between consumer and suppliers, intermediate

parties and specific brands. Similarly, (Shang et al., 2006) discuss how brand loyalty can be achieved through various types of participation within an on-line community. They discuss the motivation for individuals to promote certain products during on-line discussions (active participants) and for others to remain as lurkers (passive participants). The study particularly focuses on the incentives for participants to contribute to an on-line community, based on the perception of a user about the degree of relevance towards an object that is being discussed –focusing on both cognitive (based on utilitarian motive –concerning an individual’s concern with the cost and benefit of the product or service) and affective (a value-expressive motive, referring to an individual’s interest in enhancing self-esteem or self-conception, and in projecting his/her desired self-image to the outside world through the product or service).

It is also useful to understand, for instance, how such trust relationships could be used as a foundation for resource (information, hardware, services) sharing. Cloud environments are typically focused on providing low level abstractions of computation or storage. Using this approach, a user is able to access (on a short term/rental basis) capacity that is owned by another person or business (generally over a computer network). In this way, a user is able to outsource their computing requirements to an external provider –limiting their exposure to cost

associated with systems management and energy use. Computation and Storage Clouds are complementary and act as building blocks from which applications can be constructed –using a technique referred to as “mash-ups”. Storage Clouds are gaining popularity as a way to extend the capabilities of storage-limited devices such as phones and other mobile devices. There are also a multitude of commercial Cloud providers such as Amazon EC2/S3, Google App Engine, Microsoft Azure and also many smaller scale open clouds like Nimbus (Keahey et al., 2005) and Eucalyptus (Nurmi et al., 2009). A Social Cloud (Chard et al., 2010), on the other hand, is a scalable computing model in which virtualized resources contributed by users are dynamically provisioned amongst a group of friends. Compensation for use is optional as users may wish to share resources without payment, and rather utilize a reciprocal credit (or barter) based model (Andrade et al., 2010). In both cases guarantees are offered through customized Service Level Agreements (SLAs). In a sense, this model is similar to a V olunteer computing approach, in that friends share resources amongst each other for little to no gain. However, unlike V olunteer models there is inherent accountability through existing friend relationships. There are a number of advantages gained by leveraging social networking platforms, in particular one can gain access to huge user communities, can exploit existing user management functionality, and rely on pre-established trust formed through existing user

relationships.

SOCIAL CLOUDS

In (Chard et al., 2010) the notion of a Social Cloud has been defined and implemented as a Facebook application, to make use of this widely used platform and development environment. In a Social Cloud, services can be mapped to particular users through Facebook identification, allowing for the definition of unique policies regarding the interactions between users. For example, a user could limit trading with close friends only, users in the same country/network/group, all friends, or even friends of friends. A specialized banking component manages the transfer of credits between users while also storing information relating to current reservations.

In a Social Cloud users are able to trade their excess data storage and computer capacity with their friends, when they are not using this capacity themselves. Such an approach is primarily intended for outsourcing storage or computation to resources owned by a friend or colleague. An example includes a user off loading photos from their digital camera to the hard disk of another member in the social network, for instance.

CONCLUSION

Virtual social networks enable the formation of virtual communities that share common social interests and generate social “value” for their