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

Twelfth Edition

Turban, Pollard, Wood

Chapter 7

Social Media and Semantic Web Technology

Learning Objectives (1 of 5)

Web 2.0 Technologies

Using Search Technology for Business Success

A Search for Meaning—Web 3.0 and Semantic

Technology

Recommendation Engines

Social Web Tools and Applications

Web 2.0—The Social Web Technologies

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 and the companies they choose to buy from.

Emergence of Social Applications, Networks, and Services

Starting in 2000, a series of developments in the technology and business environment occurred that set the stage (infrastructure) 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

Application programming interfaces (API) and software development kits (SDK)

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.

Why Managers Should Understand Web Technology

The underlying technology of Web 2.0 and social media determine what is possible on the Web

Understanding how Web technology is evolving helps managers identify strategic opportunities and threats as well as the ways in which a company might develop sustainable competitive advantages in the marketplace

Communicating on the Web

Now people as well as organizations share control over both the message and the medium

Because of its relatively low cost and ease of use, social media is a powerful force for democratization

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action

Characteristics of Social Media: What Makes It Different?

User-generated content (UGC)

Content control

Conversation

Community (common values, culture)

Categorization by users (tagging)

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

Challenges and Opportunities for Business

Five key strategies that companies should use to leverage their social media interactions with consumers on the Web:

Listening

Talking

Energizing

Supporting

Embracing

Challenge: Keeping up with the change by constantly monitoring technological evolution and potential competitors that may be more agile and tech savvy.

Web 2.0 Technologies: Questions

How has Web 2.0 changed the behavior of Internet users?

What is the purpose of an API? Provide an example of how a business might make use of an API.

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 opportunities and challenges does Web 2.0 present for business organizations?

Learning Objectives (2 of 5)

Web 2.0 Technologies

Using Search Technology for Business Success

A Search for Meaning—Web 3.0 and Semantic

Technology

Recommendation Engines

Social Web Tools and Applications

Social Networking Services (SNS) (1 of 2)

The development of a user’s online social network is facilitated by the SNS when users connect their profile with that of other users, groups, or organizations.

User connections on an SNS tend to develop over time, one-by-one, and usually with the mutual consent of both parties. Likewise, SNS users can discontinue their connections with other people, groups, or organizations on the SNS.

The creation, sharing, and consumption of user-generated content (UGC) plays a significant role in defining the nature of user behavior and activity on an SNS.

Social Networking Services (SNS) (2 of 2)

Users are typically linked to or identified by a site-specific profile containing a variety of information supplied by the user. Access to SNS content is not readily available to non-SNS members and UGC is not typically available to other members unless specifically permitted by the user that uploaded it to the SNS.

Social networking services are platforms or websites created with Web 2.0 or social media features and functionalities that allow users to interact with one another.

How Businesses Use Social Networking Services

Selling goods and services

Promoting products to prospective customers; for example, advertising

Prospecting for customers

Building relationships with customers and prospective customers

Identifying customer perceptions by “listening” to conversations

Soliciting ideas for new products and services from customers

Providing support services to customers by answering questions, providing information, and so on

Encouraging customers to share their positive perceptions with others

Gathering information about competitors and marketplace perceptions of competitors

Identifying and interacting with prospective suppliers, partners, and collaborators

E-commerce 2.0 and Social Commerce

E-commerce 2.0: Customers were encouraged to rate their satisfaction with the products they purchased, write product reviews, rate their satisfaction with the product seller’s service, and share information about their purchases on social networking services.

Social commerce refers to a wide range of strategies and tactics used by business organizations to engage with consumers on the Web and social media apps to influence their purchasing behavior. This includes advertising, promotion, content marketing, organic (unpaid) interactions with consumers, and so on.

Private Social Networks

Private SNSs use social technology to create a community restricted to members selected by the SNS’s owner.

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.

Most colleges and universities have Facebook pages. In addition, many institutions have developed private SNSs to engage students even before they set foot on campus.

Engaging Consumers with Blogs and Microblogs

blogs are websites (or sections of a website) where people or organizations 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.

Blogging tools make it easy for organizations to provide website visitors with frequently updated content on pages.

What Is the Purpose of a Blog?

Many professionals maintain a blog to establish their reputation and demonstrate their expertise.

Corporate bloggers use the medium to tell stories about their brands and connect with customers.

For businesses that practice content marketing, creating a blog is often the first step in a strategy that uses helpful and interesting information to attract prospective customers.

Blogging and Public Relations

PR professionals use a variety of strategies:

Send information about a company or its brands to journalists in the hope that it will result in articles or news stories about the company in magazines, newspapers, and electronic media.

Providing the blogger with information in advance of it being released to the public, providing access to company executives for interviews, sending the blogger samples of the company’s product so that they can write from firsthand experience, and so on.

Blogging Platforms and Microblogs

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.

Microblog 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.

Twitter

Twitter is often described as a social networking service just as much or more so than it is called a microblogging service.

Tweets a brief 140-character message or post broadcast on Twitter, a microblogging service.

Hashtags are terms proceeded by a hash sign (#) that people use to associate their message with a topic or theme.

Consumer Mashups and RSS Technology

Websites and mobile apps use AJAX technologies and APIs to pull data from a variety of sources and combines them to create a mashup that presents the information in a way that creates some new benefit or service. Example: 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.

RSS technology 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” or “RSS aggregator.”

Social Metrics and Monitoring Tools (1 of 3)

Subscription Monitoring Services:

The most comprehensive social media monitoring tools require the user to pay a subscription or licensing fee.

These tools not only monitor the social media environment for mentions of your brand or company name but also provide analytics and tools for measuring trends in the amount of conversation and the tone or sentiment (e.g., positive, negative, neutral) of the conversation, in addition to other aspects of online social interactions.

Social Metrics and Monitoring Tools (2 of 3)

Free Monitoring Services:

Social Mention: This tool aggregates content from over 80 different social media sites and it provides users with four metrics that give insight:

Strength The likelihood that a topic is being discussed on social media platforms

Passion The degree to which people who are talking about your brand will do so repeatedly

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

Reach Measures the range of influence. It is the number of unique authors divided by the number of mentions.

Social Metrics and Monitoring Tools (3 of 3)

Free Monitoring Services:

Other free tools for monitoring Web activity include:

Twitter Search is used to learn what people on Twitter are saying about a topic (see https://twitter.com/explore)

Hootsuite is a popular social media management platform with specific tools for engagement, publishing, analytics, monitoring, and advertising across multiple social media channels.

Google Alerts is a useful monitoring tool that conducts automated Google searches for new Web content on topics specified by the user (see www.google.com/alerts).

Enterprise 2.0: Workplace Collaboration and Knowledge Sharing

Many businesses use intranets to deploy tools for employee collaboration and productivity.

An intranet is a password-protected network that uses the same Web-based technologies (e.g., browsers, webpages, and hyperlinked text) found on the World Wide Web.

Synchronous communication dialogue or conversation that takes place in real time, without the long delays between exchanges that occur, for instance, in e-mail or discussion board conversations.

Social Bookmarking Tools

Social bookmarking tools allow users to tag Web content with keywords of their choosing.

Folksonomy (folk taxonomy) is a system of classifying and organizing online content into categories based on user-generated metadata such as keywords.

Content Creation and Sharing

Cloud storage services provide users with the ability to save documents and other kinds of electronic media on servers connected to the Web. This makes it possible for users to access their data from multiple devices and to share files with other individuals.

Example: Dropbox

Shared Content Creation with Wikis

A wiki is a social media content management application that allows teams to collaborate on the creation of webpages.

Many organizations like MediaWiki and DokuWiki offer free software programs for creating, maintaining, and managing wikis.

Crowdsourcing and Crowdfunding

Crowdsourcing is a model of problem solving, production, and idea generation that marshals the collective talents of a large group of people that use the Web.

Several crowdfunding sites have become popular in recent years, including GoFundMe and Kickstarter.

Crowdfunding sites typically collect a percentage of the money raised.

Social Web Tools and Applications: Questions

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

List the characteristics that differentiate an SNS from other types of online communities.

For what purposes do businesses use blogs?

Give an example of how a business might use a mashup application on its website.

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

Why is it sometimes difficult to differentiate between types of social media? For example, Twitter is often referred to as an SNS, a microblog, and a social bookmarking service. YouTube is often referred to as a video sharing site, an SNS, and a vlog (video blog) platform.

Learning Objectives (3 of 5)

Web 2.0 Technologies

Using Search Technology for Business Success

A Search for Meaning—Web 3.0 and Semantic

Technology

Recommendation Engines

Social Web Tools and Applications

Search Engines

Search engine is an application for locating Web pages or other content on a computer network.

Popular Web-based search engines include Google, Bing, Yippy, and Yahoo.

Information retrieval (IR) services:

Crawler search engines

Web directories

Hybrid search engines

Meta-search engines

Semantic search engines

How Crawler Search Engines Work

The crawler control module assigns webpage URLs to programs called spiders or bots. The spider downloads these webpages into a page repository and scans them for links. The links are transferred to the crawler control module and used to determine where the spiders will be sent in the future.

The indexer module creates look-up tables by extracting words from the webpages and recording the URL where they were found. The indexer module also creates an inverted index that helps search engines efficiently locate relevant pages containing keywords used in a search.

The collection analysis module creates utility indexes that aid in providing search results.

How Crawler Search Engines Work

The retrieval/ranking module determines the order in which pages are listed in a SERP.

Webpages retrieved by the spiders, along with the indices and ranking information, are stored on large servers.

The query interface is where users enter words that describe the kind of information they are looking for. The search engine then applies various algorithms to match the query string with information stored in the indices to determine what pages to display in the SERP.

Why Search Is Important for Business

Enterprise search—unlocking the value of information within an organization

Recommendation engines—presenting information to users without requiring them to conduct an active search

Search engine marketing (SEM) and search engine optimization (SEO)—getting found by consumers on the Web

Web search—finding crucial business information online

Emerging search technologies—mobile search, IPA search, and the Semantic Web

Enterprise Search

Enterprise search tools are used by employees to search for and retrieve information related to their work in a manner that complies with the organization’s information-sharing and access control policies

Three important aspects of enterprise search technology

Structured versus unstructured data

Security issues in enterprise search

Enterprise search utilities

Recommendation Engines

Unlike Web search engines that begin with a user query for information, recommendation engines attempt to anticipate information that a user might find useful.

Recommendation engines are used by:

e-commerce sites to recommend products

news organizations to recommend news articles and videos

Web advertisers to anticipate the ads people might respond to

Search Marketing

Search marketing is the umbrella term that refers to two different strategies for influencing how a website will appear on SERPs: search engine optimization (SEO) and search engine marketing (SEM).

SEO involves designing a webpage to satisfy an ever-evolving list of user experience criteria set by search engines and programmed into an algorithm that determines how a company’s website will appear in the SERP organic (unpaid) listings.

SEM is a strategy of purchasing ads that appear in specific locations on SERPs and are usually identified as ads to differentiate them from organic listings. Paid search listings are often referred to as pay-per-click (PPC).

Web Search for Business

To use search engines effectively, workers should familiarize themselves with all the features available on the search engine they use.

For example, Google features include:

Filetype

Advanced search

Search tools button

Search history

Web Search: Real-Time Search

Sometimes you need information about things as they happen:

Google Trends

Google Alerts

Twitter Search

Emerging Search Technologies

Mobile Search and Mobile SEO

Personal Assistants and Voice Search

Intelligent personal assistant (IPA) systems

Semantic technologies (Web 3.0): Technologies that will make it possible for computers to understand the meaning of Web content which in turn will improve the ability of computers to find the most helpful and meaningful information that we need

Using Search Technology for Business Success: Questions

What is the primary difference between a Web directory and a crawler-based search engine?

What is the purpose of an index in a search engine?

Why are companies increasingly interested in enterprise search tools capable of handling unstructured data?

What is the difference between SEO and PPC advertising?

Describe three different real-time search tools.

Learning Objectives (4 of 5)

Web 2.0 Technologies

Using Search Technology for Business Success

A Search for Meaning—Web 3.0 and Semantic

Technology

Recommendation Engines

Social Web Tools and Applications

What Is the Semantic Web?

The Semantic Web is one in which computers can interpret the meaning of content (data) by using metadata and natural language processing (NLP) to support search, retrieval, analysis, and information amalgamation from both structured and unstructured sources.

Metadata is information that describes other types of data.

Natural language processing (NLP) is a technology that allows users to interact with computers using their natural language instead of a predetermined set of commands and syntax structures.

The Language(s) of Web 3.0

The Semantic Web utilizes additional languages that have been developed by World Wide Web Consortium (W3C), a group led by Berners-Lee.

These include:

resource description framework (RDF),

Web ontology language (OWL), and

SPARQL protocol and RDF query language (SPARQL).

Semantic Web and Semantic Search

One of the barriers to creating a Semantic Web based on metadata is the tagging process.

Semantic search engines can be programmed to take advantage of metadata tags, but their usefulness would be very limited.

In addition to metadata tags, search engines are incorporating advanced technologies like Natural Language Processing and Artificial Intelligence.

The goal is to make communicating with a search engine as easy or easier than you might communicate with another person.

Another goal of semantic search is to understand the context or intent of users looking for information to increase the relevance and accuracy of results.

Semantic Search Features and Benefits