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IT for Management: On-Demand Strategies for Performance, Growth, and Sustainability

Eleventh Edition

Turban, Pollard, Wood

Chapter 7

Web 2.0 and Social Technology

Learning Objectives (1 of 5)

Web 2.0—The Social Web

The Constantly Changing Web

Web 2.0 (the social web): a term used to describe a phase of World Wide Web evolution characterized by dynamic webpages, social media, mashup applications, broadband connectivity and user-generated content.

Social media: a collection of Web applications, based on Web 2.0 technology and culture that allows people to connect and collaborate with others by creating and sharing digital content.

Invention of the World Wide Web

The Constantly Changing Web

World Wide Web (the Internet): a network of documents on the Internet, called webpages, constructed with HTML markup language that supports links to other documents and media.

Broadband: refers to wide bandwidth technologies that create fast, high volume connections to the Internet and World Wide Web.

Social media: a collection of Web applications based on Web 2.0 technology and culture that allow people to connect and collaborate with others.

Table 7.2: Web 1.0 vs. Web 2.0

Web 1.0—The Early Web	Web 2.0—The Social Web
Static pages, HTML	Dynamic pages, XML, and Java
Author-controlled content	User-controlled content
Computers	Computers, cell phones, televisions, PDAs, game systems, car dashboards
Users view content	Users create content
Individual users	User communities
Marketing goal: influence	Marketing goal: relationships
Data: single source	Data: multiple sources e.g., mashups

Emergence of the Social Web (1 of 2)

Setting the Stage for Web 2.0

Broad bandwidth (broadband): Internet access became faster with largescale adoption of broadband

Sustainable business models endured over time, and generated revenue (Amazon, Google, eBay)

New Web programming technologies: ability to develop web pages that are dynamic and rich in features

Emergence of the Social Web (2 of 2)

Setting the Stage for Web 2.0

Application programming interface (API): set of commands and programming standards used by developers to write applications that can communicate with other applications.

Software Development Kit (SDK): a collection of software tools used by developers for writing applications that run on a specific device or platform.

Together, APIs and SDKs have fundamentally changed the degree to which businesses share their information resulting in a vastly improved and more useful World Wide Web.

AJAX Technologies and APIs

AJAX technologies, or asynchronous JavaScript and XML, is a term referring to a group of technologies and programming languages that make it possible for webpages to respond to users’ actions without requiring the entire page to reload.

AJAX technologies include:

JavaScript

Extendable Markup Language (XML)

Document Object Model (DOM)

HyperText Markup Language (HTML)

XMLHttpRequest

Cascading Style Sheets (CSS)

Table 7.4: Communicating on the Web

	Facebook Social Plug-Ins Used Across the Web
Like button	Shares pages from a website back to the user’s Facebook profile
Send button	Allows users to send content from a website to their Facebook friends
Comments	This plug-in allows users to comment on a webpage’s content using their Facebook profile and shows the activity to the user’s friends in a newsfeed
Embedded posts	Places content from any public Facebook post on to your website or blog
Facepile	This feature displays the profile photos of the people who have connected with your Facebook page or app
Login button	Shows profile pictures of the user’s friends who have already signed up for your site in addition to the login button
	Source: Facebook (2014)

Social Media Applications and Services

Social Networking Service (SNS): an online platform or website that allows subscribers to interact and form communities or networks based on real-life relationships, shared interests, activities and so on.

Both YouTube and Facebook started as SNSs, but now span multiple application categories.

Categories of Web 2.0 Applications

Application	Description
Social Networking Services (SNS)	Online communities
Blogs	Online journals
Mashups/widgets/RSS	Web applications that pull data from various sources and display on another page to create new functionality
Social bookmarking/tags	An application for tagging or labeling online content for later retrieval
Wikis	An application for tagging or labeling online content for later retrieval
Sharing sites	Websites that make it easy for users to upload and share digital content like photos, videos, or music

More than Facebook, YouTube, & Twitter

Businesses use social media for a wide variety of benefits:

Collaboration

Communication and Engagement with Customers (Marketing)

Image and Reputation Management (Public Relations)

Communication and Engagement with Employees and Partners (Management)

Talent Acquisition and Recruiting (Human Resources)

Research and Knowledge Management

Productivity and Information Utilities

Fund Raising

Elements of Social Media (1 of 2)

Elements of Social Media: What Makes it Different?

User-generated content (UGC)

Content control

Conversation

Community (common values, culture)

Categorization by users (tagging)

Elements of Social Media (2 of 2)

Elements of Social Media: What Makes it Different?

Real people (profiles, usernames, and the human voice vs. the corporate “we”)

Connections (followers, friends, members, etc.)

Constant updating (real-time, dynamic)

Content separated from form

Equipment independence

Web 2.0: Markets are Conversations

Cluetrain Manifesto – a revolutionary way of thinking about the Web

Understanding not only how people behave, but also the way they think about things.

Transforms Markets to Conversations where successful companies will learn to engage customers instead of traditional unidirectional or broadcast communications.

Web 2.0: The Power of the Groundswell

Groundswell:

“a spontaneous movement of people using online tools to connect, take charge of their own experience and get what they need  information, support, ideas, products, and bargaining power  from each other”). Li and Bernoff (2008).

Business Priorities to Leverage the Groundswell:

Listening

Talking

Energizing

Supporting

Embracing

Web 2.0—The Social Web Review

How has Web 2.0 changed the behavior of Internet users?

What are the basic tools or applications that characterize Web 2.0?

Why is Web 2.0 referred to as the social Web?

What are some of the benefits or advantages that Web developers gain from using AJAX technologies?

What are some of the most important messages for business organizations in the Cluetrain Manifesto?

What is feature convergence? Give some examples of this trend with regard to social media apps.

Suggested Answers

1. The new technologies dramatically increase the ability of people to interact with businesses and each other, sharing and finding information, and forming relationships.

2. Web 2.0 is a term used to describe a phase of World Wide Web evolution characterized by dynamic webpages; use of XML and Java; social media; data from multiple sources, as in mashup applications; broadband connectivity; user communities; and user-generated and user-controlled content.

3. The new technologies dramatically increase the ability of people to interact with businesses and each other, sharing and finding information, and forming relationships. This perspective explains why Web 2.0 is often called the social Web.

4. AJAX technologies, or asynchronous JavaScript and XML, is a term referring to a group of technologies and programming languages that make it possible for webpages to respond to users’ actions without requiring the entire page to reload. AJAX makes it possible for Web developers to create small apps that run on a page instead of a server.

This capability makes programs run much faster, eliminating a key source of frustration with the early Web.

With AJAX and APIs, website programmers can import data from other sources to create new functions and features that we have come to associate with social media applications.

5. “Markets are conversations.”

These conversations enable powerful forms of social organization and knowledge exchange.

People have figured out they obtain better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.

Companies should realize their markets are often laughing. At them.

6. Feature convergence is the trend for applications to take on additional features of other applications, such that few applications fit neatly into categories anymore. For instance, Facebook started as a social networking service, but now has features that span almost all of the categories of Web 2.0 applications. YouTube started as a sharing site, making it easy for people to share video clips with others. However, YouTube now contains many features that make it difficult to distinguish from a social networking service. The same is true of Flickr, a photo-sharing site that has really become a community platform for people interested in photography.

Learning Objectives (2 of 5)

Social Networking Services and Communities: Old Web vs New Web

Originally, online or virtual communities paralleled physical communities, but were primarily user-to-user interactions.

Usenet and Newsgroups provided a static means of communicating messages.

Online communities have transformed to include:

The Blogosphere (all blogs on the web)

Sharing views and comments on videos (YouTube)

Sharing opinions on products and services (Epinions)

Online knowledge base (Wikipedia)

Exchanging short, 140 character message (Twitter)

Large SNS sites like Facebook and LinkedIn

Social Media Usage

Figure 7.2 Data collected in 2016 illustrate that people spend more time on Facebook than any other social networking site. One of the newest social platforms, Snapchat, is already in second place across age groups, although younger people spend almost three times longer on the service than older people.

Social Network Analysis (SNA)

The mapping and measuring of relationships and flows between people, groups, organizations, computers, or other information or knowledge-processing entities.

Social graph: to the global social network reflecting how we are all connected to one another through relationships.

Giant global graph: illustrates the connections between people and/or documents and pages online.

Connecting all points on the giant global graph is the ultimate goal for creators of the semantic web.

The Power of the Crowd (1 of 2)

Leveraging the Power of the Crowd

Crowdsourcing: a model of problem solving and idea generation that marshals the collective talents of a large group of people.

Categories of Crowdsourcing Sites:

R & D

Marketing, Design & Ideas

Product Ideas

HR & Freelance Work

Crowdfunding

Peer to Peer

The Power of the Crowd (2 of 2)

Leveraging the Power of the Crowd

Crowdfunding: turning to a crowdsourcing model to raise money for business start-ups or projects such as Kickstarter and GoFundMe.

Categories of Crowdfunding:

Donations

Rewards

Credit

Equity

Royalties

Social Networking Services: Facebook

Facebook Statistics

Social Networking Services: Differentiation

While SNS sites share some common features, they are not all alike. As the category matures, sites are differentiating themselves in a variety of ways:

Target age group

Geographic location of users

Language

Area of interest; for example, music, photography, gaming, travel

Social vs. professional networking

Interface; for example, profile page, microblog, virtual world, emphasis on graphic vs. text content

Social Networking Services: Facebook Dominates

Newsfeed: constant stream of status updates, now contains sponsored ads.

Timeline: shows progression chronologically.

Additional controls added as response to a rise in privacy concerns.

Global expansion

IPO in 2012

Social Networking Services: Facebook Initiatives

Open Graph

Goal: to connect all the different relationships that exist on the Internet by linking websites to Facebook.

Programmers at external websites encouraged to include a Facebook “Like” button on their websites.

Social Logins

Facebook also encourages other websites to allow people to use their Facebook username and password to sign in or create accounts.

Social Networking Services: Google+

Google+ (G+) performance hard to estimate

2.5 billion accounts (includes all Gmail users)

More like 4-6 million active users who engage, interact, and post publicly

Rivalry with Facebook?

Not meeting early expectations

Second place position

Continuing improvements

Hidden value in all those billions of profiles

Still updating and maintaining presence

Social Networking Services: Snapchat

Snapchat – the newcomer

Founded in 2011 as a mobile-only service

Rapidly rising to challenge Facebook among digital natives

Features

Fun messaging app that emphasizes communication through pictures and videos instead of the text based messages

Picture and video messages self-destruct within 10 seconds after being viewed

In 2017, the daily user base has grown to more than 160 million people sharing 2.5 billion snaps a day

Social Networking Services: Virtual Reality

Second Life

Second Life is a social network that uses avatars to represent their residents (users). Users can develop their own apps.

Avatars are an icon, figure, or visual representation of a person in a digital environment.

Recently released an upgraded virtual reality space called “Sansar” that takes advantage of new technology like the Oculus Rift, a virtual reality (VR) headset that creates an immersive experience for users.

Facebook invested close to $2 billion to acquire Oculus.

Social Networking Services: Private

Social communities with restricted membership used by many colleges and universities.

Easier to monitor activities and track conversations.

Requires considerably more time, attention, and resources than using general SNS.

Social Networking Services and Communities

What are the major differences between social networking services and older online communities?

What is the basic difference between the social graph and Berners-Lee’s concept of the Giant Global Graph?

Explain Facebook’s Open Graph initiative and how it plans to expand its influence across the World Wide Web.

What are some potential ways that business organizations can take advantage of Second Life’s unique virtual world interface?

Why would a business want to create a private SNS? What are some of the challenges associated with doing this?

Suggested Answers:

1. Older online communities were often like public bulletin boards where all members of the community could read the messages that others posted. Websites were static, essentially online billboards for the businesses that created them. E-mail was the primary mechanism for social interaction.

A Social Networking Service (SNS) is an online platform or website that allows subscribers to interact and form communities or networks based on real-life relationships, shared interests, activities and so on.

We use a variety of tools and services for sharing interests with others. In addition to consuming content, we add comments or reviews and signal our appreciation for the content by clicking a “Like” or “11” button.

2. Facebook has begun using the term social graph to refer to the global social network reflecting how we are all connected to one another through relationships. Facebook users can access a social graph application that visually represents the connections among all the people in their network.

Berners-Lee (2007) extends this concept even further when he coined the term giant global graph. This concept is intended to illustrate the connections between people and/or documents and pages online.

3. In April 2010 Zuckerberg announced Facebook’s new initiative called Open Graph. The goal was to connect all the different relationships that exist on the Internet by linking websites to Facebook. Programmers at external websites were encouraged to include a Facebook “Like” button on their websites. That way, when a Facebook member visits the website, they can click “Like” and their relationship with that website will be reflected back on their Facebook page for friends to see.

Facebook also encourages other websites to allow people to use their Facebook username and password to sign in or create accounts. For instance, if you are a Facebook member and you visit Pandora.com (a music service) or Yelp.com (a local directory service), you can sign into the sites using your Facebook username and password. Facebook will then share your profile information with those sites.

4. IBM used it as a location for meetings, training, and recruitment. American Apparel was the first major retailer to set up shop in Second Life. Starwood Hotels used Second Life as a relatively low-cost market research experiment in which avatars visit Starwood’s virtual Aloft hotel. Fashion and clothing manufacturers like Reebok, American Apparel, Adidas, and others used Second Life as a place to feature new clothing designs, setting up virtual stores where Second Life citizens could purchase digital clothing for their avatars. The hope was that awareness of fashion products on Second Life would spur interest and eventual purchase of real-world products.

5. Private SNSs allow a greater degree of control over the network. Companies can easily monitor activity on their own SNS platforms and track conversations taking place about their brands and products.

Managing a private SNS requires considerably more time, attention, and resources than maintaining a presence on a general SNS. Organizations need to understand up-front that they are making a substantial commitment with this strategy.

Learning Objectives (3 of 5)

Engaging Consumers with Blogs and Microblogs

Blogs

Websites where people regularly post a variety of content in various digital formats.

Blogs can establish reputations and promote business interests and/or share viewpoints.

Blogosphere is a network of blogs.

Microblogs are frequent, but brief posts containing text, pictures, or video, Twitter and Tumblr are popular microblogging apps.

Engaging Consumers with Blogs and Microblogs: Blogging Platforms

Software application used to create and edit content with features that make blogging relatively easy.

WordPress (51%) and Blogger (21%) are the most popular blogging platforms.

Engaging Consumers with Blogs and Microblogs: Twitter

Has increased in popularity to become one of the world’s largest communication platforms.

A valuable tool for activists engaged in hashtag activism, or organizing protests, debating political viewpoints, and broadcasting real-time information through tweets.

Has become a primary channel for real-time updates on events and issues in politics, entertainment, social causes and sports.

Uses content tags called Hashtags (#) to allow users to follow conversations and/or trends in the Twittersphere (universe of Twitter users).

Engaging Consumers with Blogs and Microblogs: Twitter for Business

Growing Use of Twitter

Over 65% of businesses now use Twitter for market communications

Companies spending $3 billion a year on promoted tweets

Celebrities, companies, products, and services.

Coupons and specials.

News and political platforms.

Friendly status updates.

Engaging Consumers with Blogs and Microblogs: Tumblr

Another update services providing microblogging with emphasis on photographs and video.

Allows just as much text as a regular blog, but Tumblr is mostly used for fashion, entertainment, and the arts.

More visually compelling than Twitter.

Engaging Consumers with Blogs and Microblogs Review

What is the difference between a blog and a microblog?

What is a blogging platform?

Why do marketers use blogs and microblogs?

What makes Twitter a more attractive communication channel than traditional media for many individuals and organizations?

How is Tumblr different from other types of blogging platforms?

Suggested Answers:

1. In their simplest form, blogs are websites where people regularly post content. Some personal blogs are simply online diaries or journals where people share their thoughts, reflections, or an account of their life. Other blogs are more sophisticated and professional in format, resembling online newspapers or magazines. Because blogging technology has become so common place, you may not always realize you are reading a blog when accessing online content.

A microblog is a blog that consists of frequent, but very brief posts containing text, pictures, or videos. Twitter is perhaps the most well-known example of a microblog.

2. A blogging Platform is a software application used to create, edit, and add features to a blog. WordPress and Blogger are two of the most popular blogging platforms.

3. Corporate bloggers use the medium to tell stories about their brands and connect with customers. Blogs can also be an effective tool for interactive dialogue. Many blogs utilize comment features, allowing readers to respond to blog posts, interacting with the blogger and other readers.

4. With traditional media, content is tightly controlled and brand messages are “pushed” out to users, often in the form of an ad interruption. With social media, users are frequently attracted or “pulled” to content that is interesting to them and they have greater freedom to decide if, when, and how they want to interact with such content.

5. Most microblog content consists of text-based messages, although there appears to be an increase in people who are microblogging photos and video on Twitter and Tumblr. Tumblr has increased in popularity recently among younger Internet users because of its multimedia capabilities and ease of use.

Tumblr is often described as a microblogging service because it makes the posting of multimedia content easy for users, and allows them to update their blogs frequently. However, Tumblr blogs can include just as much text as a regular blog, although most who use the service emphasize photographs and video as the primary content. This emphasis on multimedia makes the Tumblr blogs more visually compelling. Tumblr is particularly popular among those who are blogging about things like fashion, entertainment, and the arts.

Learning Objectives (4 of 5)

Mashups, Social Metrics, and Monitoring Tools: Mashups

Web applications that combine information from two or more sources.

Present information in a way that creates some new benefit or service.

A common use is to integrate map data with information like store names, locations, phone numbers.

Popular APIs are from social media sites (user-generated social information).

No longer a closed, proprietary environment.

Mashups, Social Metrics, and Monitoring Tools: RSS

RSS (really simple syndication)

Allows users to subscribe to multiple sources (e.g., blogs, news headlines, social media feeds, videos and podcasts) and have the content displayed in a single application, called an “RSS reader”.

Provides for real-time consumption and personalized organization and display of news information.

Mostly free service (Feedly.com, Digg.com)

Mashups, Social Metrics, and Monitoring Tools: Services

Monitoring Service

Conversation tracking on social media sites

Paid services: Social Studio, Oracle Social Cloud

Free services: Twitter Search, Social Mention

Provides organizations a better understanding of brand, product, and even executive perception from consumers.

Brand advocates positively portray a brand or company online.

Mashups, Social Metrics, and Monitoring Tools: Social Mention

SocialMention.com

Free monitoring service

Aggregates content from over 80 social media sites including Facebook

Can generate metrics daily and track over time:

Strength – likelihood topic is being discussed

Passion – degree to which people are discussing it

Sentiment – tone of the conversation

Reach – range of influence

Mashups, Social Metrics, and Monitoring Tools Review

Why are mashups considered part of social media?

Describe a typical consumer mashup.

What is an RSS reader?

Describe the ways in which businesses can benefit from using social media monitoring tools?

Explain the difference between the Strength metric and the Sentiment metric reported by Socialmention.com.

Suggested Answers:

1. To begin with, many of the most popular APIs used in mashup apps are from social media sites. That means the data involved in the mashup are likely to be user-generated social information. The other reason mashups are considered social media is that they represent the power to separate content from form—allowing Web developers (and sometimes users) greater control over how information is displayed and used on the Web.

2. One of the most common examples of a consumer mashup that you are likely to encounter involves the integration of map data (from companies such as Google or Mapquest) with information like store names, locations, phone numbers, and consumer reviews from other websites.

3. RSS technology allows users to subscribe to multiple sources (e.g., blogs, news headlines, video) and have the content displayed in a single application, called an RSS reader or RSS aggregator. Depending on the features of the aggregator, users can personalize how they want information from their news sources organized and displayed.

4. Monitoring applications allow users to track conversations taking place on social media sites. The initial impetus for the growth of monitoring tools was the need for business organizations to better understand what people were saying about their brands, products, and executives (the “listening” part of the groundswell strategy model). Monitoring services can be used to identify industry experts, commentators, and opinion leaders who post regularly to social media sites. Once identified, public relations professionals can build relationships with these individuals and encourage them to become brand advocates who regularly portray the brand or company positively in their online writing and social media posts.

5. Strength  The likelihood that a particular topic is being discussed on social media platforms.

Sentiment  The tone of the conversation; this metric helps you understand if people are feeling positive, negative, or neutral about the topic.

Learning Objectives (5 of 5)

Workforce Collaboration and Knowledge Sharing Tools (1 of 2)

Tools for Meetings and Discussion

Dialogue or Synchronous Communication is important part of the collaborative process

Tools now commonly used to aid collaboration

Video calls between 2 or 3 people: Skype, GoToMeeting

Video conferencing platforms for up to 10 participants: Google+ Hangouts

Workforce Collaboration and Knowledge Sharing Tools (2 of 2)

Social Tools for Information Retrieval and Knowledge Sharing

Discussion Groups: provide a forum for asking questions to groups of people (AMA, LinkedIn)

Q&A websites (Quora, Reddit, StackExchange)

Social Search Tools: identify and share information relevant to a project topic (Facebook, YouTube)

Workforce Collaboration and Knowledge Sharing: Social Bookmarks

Diigo and Delicious

Diigo provides approval buttons and highlight features for member collaboration.

Delicious uses folksonomy to provide content search results based on human tags or interests.

Workforce Collaboration and Knowledge Sharing: Content

Content Creation and Sharing

Cloud storage services: uses the Internet for storage and retrieval of information.

Dropbox allows the storage and sharing of files and folders with others.

Box.net places greater emphasis on social tools and features for collaboration.

Wikis provide encyclopedia-like webpages, driven by collaborative open-edit content.

Workforce Collaboration and Knowledge Sharing Review

How can working teams use social media as an alternative to face-to-face meetings?

Why are social bookmarking services superior to the traditional method of saving “favorites” or “bookmarks” in a browser?

What are some ways you can use social media to solicit knowledge, information, and advice from experts on the Web?

What advantages do sites like Dropbox and box.net have over e-mail as a way of sharing and collaborating on creating documents?

Why are search results generated on a social bookmarking site likely to be different from search results from Google or Bing?

Suggested Answers:

1. Services like Skype and ooVoo now make it possible to conduct video calls among small groups, making it easier to hold meetings.

2. Most Web browsers allow users to store links to online content by saving them to a list of favorites or bookmarks. This approach becomes cumbersome as more information is saved because lists grow long and difficult to use. Organizing bookmarks into folders helps a bit, but the folders tend to hide information and users can forget what folder they have stored information in.

Social bookmarking services provide tools which allow users to tag Web content with keywords of their choosing. Users can retrieve links by searching on these keywords. In addition to retrieving links tagged with keywords, users can search for Web content tagged by others. This is what makes the bookmarking system “social.”

3. Social media monitoring tools can be used to search the Web for blog posts, tweets and other social activity by industry experts and commentators that might prove to be sources of valuable information. It is often possible to engage these experts on social media by commenting on blog posts, interacting on social networks or services like Twitter.

4. The e-mail approach has several drawbacks, perhaps the most obvious being the challenge of keeping different versions of the work organized.

There are two features of Dropbox that make it a great tool. First, saving files to Dropbox is just as easy as saving a file to your hard drive. Other services require you to manually upload and download files. Dropbox also maintains a version history for documents, making it easy to see changes made to a document and undo them if necessary. This is a great feature for teams working on collaborative writing projects.

Like Dropbox, box.net is a cloud storage service but places greater emphasis on social tools and features, which make it a great choice for collaborating teams. Users can edit files stored on box.net without downloading to their hard drives. Like many other social companies, box.net has created an open source API, allowing third-party developers to write applications for box.net users that offer additional sharing and collaboration features. Over 60 such apps have been developed so far.

5. Many social networking sites like Facebook, YouTube and Twitter have developed powerful search engines capable of finding information and multi-media content on their networks. These search tools have been largely over-looked by business professionals in favor of search engines like Google and Bing. However, for some topics, social media search engines may provide more timely and relevant information than Internet search engines.

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