Will the Google+ gender gap make it… or break it?

If you saw the movie The Social Network, you may remember how it depicts Napster founder Sean Parker discovering Facebook. He spies a female college student who he’s ‘dating’ using the site almost immediately after they’ve woken up together. It’s a telling detail.

Several of the men around F-Secure discovered Facebook did so by looking over their wives’ or girlfriends’ shoulders. This anecdotally confirms what Comscore found in July of 2010: social networks reach more women than men and women spend 30% more time on social networks than men do.

In 2004, I was working at a company that was building a social network to compete with MySpace, which had quickly replaced Friendster as the most popular social network in the world. Our team saw how MySpace courted club culture and built celebrities up as they lured bigger celebrities in. We wanted to replicate this feeling of digital nightlife.

Of course, the theory that women attract men to real life social events has motivated nightclubs around the world to offer discounts to females through various promotions for generations. Thus we decided that it was women who drive the growth of social networks, most effectively recruiting others. Sadly, for business reasons, we never got to test that theory out.

But now it seems Google+ may be employing a strategy that is having an opposite effect: men are clearly growing the network. Based on a 46,573 sample of users, SocialStatistics.com finds 86% of Google+ users are male. That’s probably an overestimation, but an abundance of males is a very familiar statistic to those of us who have targeted beta audiences and early adopters.

When you look at total users, there’s no doubt that Google+’s beta is successful. Some have called it the fastest growing social network ever. And Google definitely has not repeated the privacy gaffes in the launch of its Buzz network, which immediately connected users to Gmail contacts.

By only launching a limited field trial, Google has made Plus exclusive, attracting, as F-Secure Security Advisor Sean Sullivan points out, “…just the type of folks that you want as beta testers.”

But will this beta tester population grow a network big enough to compete with Facebook, the largest social network in human history? This privacy-sensitive decision could end up hurting Google+’s bottom line. And it seems that the search giant is beginning to recognize this.

Google+ has now extended 150 invites to all users of the site, a variation on the strategy that made Gmail a global powerhouse. And users can now invite friends via Twitter links.

But the question remains, since you can’t advertise on Facebook, how do you reach those non-beta users who will make your network social? Ask Tom Anderson your friend from MySpace. He’s advising Google+ to court the influencers that made MySpace such a juggernaut and to do so quickly.

Cheers,

Jason

CC image by: Sean MacEntee

More posts from this topic

Mikko Hypponen

Mikko Hypponen’s Malware Hall of Fame

Mikko Hypponen is one of the world’s most prominent cyber security experts. Described as a “virus hunter” in a Vanity Fair profile called “The Code Warrior”, Hypponen has spent nearly 25 years with F-Secure protecting people from computer viruses, worms, trojans, and other types of malware. In 2011, Hypponen travelled to Pakistan to meet the men behind the first known PC virus – Brain.A. [youtube https://www.youtube.com/watch?v=lnedOWfPKT0&w=560&h=315] The Brain virus was released in January of 1986, making January 2016 the 30th anniversary of this milestone in malware history. I thought it would be interesting to reach out to Mikko and ask him about other families of malware that standout as being noteworthy. So here’s Mikko’s list of some of the most infamous malware families (including viruses, worms, trojans, etc) that’ve pestered, frustrated, and even extorted computer users over the past few decades. 1990 Form – Form was a common computer virus identified in 1990, and for several years, was arguably the most prominent computer virus in the world. Spread through 3.5” floppy disks, it infected millions of computers throughout the world, and is possibly one of the most widespread viruses in history. 1992 Michelangelo – Michelangelo earns a place on the list for being the first truly global virus scare. It was named after the famous artist because the virus remained dormant until March 6 (the artist’s birthday), when it would awaken and overwrite sections of infected hard disks, thereby making the information inaccessible and the computer unusable. The virus was never particularly prominent compared to some of its contemporaries, but its destructive nature and subtlety helped spread Michelangelo Madness throughout the globe. 1995 Concept – Concept was the very first macro virus – a type of virus that infects applications such as Microsoft Word. It was a very prominent security concern in the mid-nineties, and even though it was successful in propagating itself organically during this time, it hasn’t been seen in over a decade. As the first macro virus, it was notable in that it spread by hiding itself as a Word doc and then infecting computers as those documents were shared. By using Word, it could use both Windows PCs and Macs to spread infections, as the software could run on both platforms. 1999 Melissa – Melissa, supposedly named after an exotic dancer, was a computer virus that sent infected Word documents to contacts in victims’ Outlook address book. While the virus was not designed to be particularly destructive, its rapid proliferation through the Internet wreaked considerable havoc on corporate servers and infrastructure. Some accounts claim that it infected twenty percent of computers globally, and the man eventually convicted of releasing the virus into the wild admitted to causing eighty million dollars in financial losses. 2000 Loveletter – Loveletter, also widely known as ILOVEYOU, was a prominent email worm that was able to spread itself throughout the globe in a matter of hours by promising victims a little bit of love. Disguising itself as a chain, love-themed email to recipients helped it quickly spread from its Filipino origin through Asia, Europe and North America. To this date, it is one of the largest malware outbreaks of all time, and responsible for an estimated 5.5 billion dollars of damage. 2001 Code Red – Code Red was the first fully-automated network worm for Windows. As in users would not have to interact with a machine in order to spread the infection. Code Red’s most infamous day was July 19th, 2001, when it successfully infected 300,000 servers. The worm was programmed to spread itself on certain days, and then execute distributed denial-of-service (DDoS) attacks on others, and was used against several different targets (including The White House). 2003 Slammer, Lovsan, and Sobig – Ok, so there’s three here and not just one. But they all occurred very close together, and unfortunately, all three were worms responsible for massive, global malware outbreaks. Slammer targeted servers so it’s presence wasn’t readily apparent to end users (save some lagging when they were attempting to access an infected server). Lovesan, however was able to infect end users running Windows ME or Windows XP, and use the infected machines in DDoS attacks. Sobig spread itself through email and network drives, and contained a trojan in order to cause more headaches for infected users. However, it appears that the trojan feature did not function as expected. These three worms infected millions of machines, and made headlines all over the world. 2004 Sasser – A computer worm that can be considered as the last large “hobbyist” outbreak. This is significant as it signaled the end of an era when most malware was written by people who were simply curious to see what the malware could do. Nowadays, malware has a more specific, insidious purpose, such as stealing information or making money. 2006 Warezov – A two-year email worm campaign perpetuated by professional criminals, Warezov gained notoriety for downloading new versions of itself from remote servers – sometimes as frequently as every 30 minutes, according to a 2006 interview with Mikko. 2007 Storm Worm (also called Small.dam) – Storm Worm was a trojan that was spread as an attachment to spam emails. But more importantly, it was a combination of complex and advanced virus techniques that criminals were able to use to make money by using infected machines as part of a botnet. 2013 Cryptolocker – A notorious ransomware family, Cryptolocker was spread through malicious email attachments, as well as the infamous Gameover Zeus botnet. Infected victims would find their hard drives suddenly encrypted, essentially locking them out of their devices and data until they paid a ransom to the perpetrators. While the FBI, in cooperation with other law enforcement agencies and security companies (including F-Secure), were able to disrupt the operation, the perpetrators were able to use Cryptolocker to extort about 3 million dollars from victims before being stopped. Other notable mentions include the 2005 Sony rootkit (for being distributed on Sony BMG CD-ROMs on their behalf), the still prominent Downadup worm from 2008 (for infecting millions, including armed forces of several countries and police departments), and the well-known Stuxnet virus from 2010 (for both its sophistication and its apparent state-sponsorship). If you want to know more about the history of computer viruses, you can check out Computer Invaders: The 25 Most Infamous PC Viruses of All Time!

January 29, 2016
BY 
Scam

Yes, it’s OK to play with scammers

This TED talk is so hilarious that I just have to share it with you. Watch it! British comedian James Veitch is engaging in the noble art of scam baiting, or scamming the scammers. The same as this site is dedicated to, or when I almost sold my boat to Mexico. I guess most or all of you already know how to spot an advance payment scam, aka. Nigerian scam. But James has some more to offer here. He’s making two important points, in addition to the excellent entertainment value. People often warns about engaging in any kind of conversation with these scammers. They are after all criminals and it’s safest to steer clear of them. I disagree, just like James. The people behind this kind of scams is not exactly the violent drug mafia. As a matter of fact, anyone who can use e-mail and Google Translate can set up a scam like this. And they are located in some poor remote country, typically in Africa. So it’s extremely unlikely that any of them would start hunting down people who play with them. That would disrupt their everyday business and cut profits, cost money and introduce the risk to get caught. But I do discourage people from engaging in scam baiting under their real identity. Set up a new mail account under a false name and never reveal any real contact info to them. You can reply from a different address than where you got the original spam. They are pumping out millions of spam messages and will not even notice the changed address. This adds an additional layer of security. And more important, it keeps your real inbox free of spam. Use their own tactic. Create a false identity with name, address, profession and country of residence. Stick to that story and make sure not a single bit of it is true. Read more about how to scam bait at 419eater.com. The other point is that scam baiting is a good deed. It keeps the scammers busy and ties up their resources. Resources that otherwise would have been used to scam a real victim and cause real damage. A single scam baiter can’t of course save the world, but they would probably shut down if all of us spent an hour a week scam baiting. And it can be fun so why not? A good scam baiter can be a real pain in the a** for the scammers. Be prepared to get some threats and evil language when they realize what is going on. Consider that as a trophy, a proof that you did it right. Don’t feel bad for them. They did after all contact you with the sole purpose to scam you for money.   Safe scam baiting, Micke   Image: Screenshot from ted.com  

January 28, 2016
BY