only for the grAde

Using Your Knowtedge 301

Active lurker 284 Capital 277 Communities 267 Connection data 271 Content data 271 Conversion rate 289 Crowdsourcing 276 Defenders of belief 273 Enterprise 2.0 276 Folksonomy 276 Hives 267 Human capital 277

Hlper-social organization 28 1

Keyusers 284 Mashup 288 My Maps 2BB Pay per click 285 SEAMS 283

Seekersofthetruth 273 SLAIES 276 Social capital 277 SocialCRM 274 Social media (SM) 267

Social media application providers 270

Social media infor-rnation system (sMrs) 267

Social media policy 291 Social media sponsors 269

Software as a service (SaaS) 285

Strength of a relationshiP 279

Tribes 267 Use increases value 2BB

User generated content (UGC) 292

Value of soci al capital 27 B Viralhook 269 Web 2.0 285

t. Using the Facebook page of a company thatyou have 'lliked" (or would choose to), fill out the grid in Figure B-5. Strive to replace the phrases in that grid with specific statements

that pertain to Facebook, the company you like, and you

and users whom you know. For example, if you and your

friends access Facebook using an Android phone, enter that

specific device.

Name a company for which you would like to work' Using

Figure 8-6 as a guide, describe, as specifically as you can,

how that company could use social media' Include com-

munity type, specific focus, processes involved, risks, and

any other observations.

a. Sales and marketing b. Customer service c. lnbound logistics d. Outbound logistics e. Manufacturing and oPerations f. Human resources

3. Visit www.lie-nielsen.cont or www.sephorct..com. On the site you chose, find links to social networking sites. In what

ways are those sites sharing their social capital with you?

In what ways are they attempting to cause you to share your social capital with them? Describe the business value

of social networking to the business you chose.

4. According to Paul Greenberg, Amazon.com is the master of the Z-minute relationship, and Boeing is the master of

the l0 -ye ar relationship.'ze Vi sit w wwb o eing, co nx and ww w.

amazon.com. From Greenberg's statement and from the

2epaul Greenberg, cRM at the speed of Light,4th ed. (NewYork: McGraw-Hill, 2010), p. 105.

appearance of these Web sites, it appears that Boeing is

committed to traditional CRM and Amazon.com to social

CRM. Give evidence from each site that this might be true.

Explain why the products an{business environment of

both companies cause this diffilrence. Is there any justifi-

cation for traditional CRM at Amazon.com? \r[hy or why

not? Is there any justification for social CRM at Boeing?

lVhy or why not? Based on these companies, is it possi-

ble that a company might endorse Enterprise 2.0 but not

endorse social CRM? Explain.

5. Google or Bing "Chloe" and search for sites that deal with Chloe fashion products. Identifu companies that have pur-

chased the Chloe AdWord. Follow three or four such links.

Identify as many Web 2.0 features in the sites that you en-

counter as you can. Explain what you think the business

rationale is for each site.

6. Visit www.intel.com/ content/www/us/ en/legal/irttel- social-media-guidelines,html. lJsing the four pillars that

define a hyper-social organization, explain Why Intel appears to be hyper-social.

7. Visit http: / / socialmediatoday.com/ralphpaglia/ 1 4 1903/ s o cial -me dia - employ ee -p olicy - example s - o u er- 1 00 -

companies-and-organizations. Find an organization with avery restricted employee SM policy. Name the organiza-

tion, and explain why you find that policy restrictive. Does

that policy cause you to feel positive, negative, or neutral

about that company? ExPlain.

,