Business Information Technology- Assignment
AJ-773
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Information Systems: A Manager’s Guide to Harnessing Technology V 3.0
By John Gallaugher
Chapter 8
Social Media, Peer Production, and Web 2.0
Learning objectives
Recognize the unexpected rise and impact of social media and peer production systems, and understand how these services differ from prior generation tools.
List the major classifications of social media services.
Web 2.0
Peer production: Collaboration between users to create content, products, and services.
Leveraged to create open source software that supports Web 2.0.
Collaborative consumption: Participants share access to products and services, rather than having ownership.
Internet services that foster collaboration and information sharing
Web 1.0 and web 2.0
| WEB 1.0 | WEB 2.0 |
| Domain name speculation Publishing Content management systems Directories (taxonomy) Britannica Online, Encarta Personal websites Ofoto Instant messaging, SMS Monster.com RealNetworks Yellowpages.com Travelocity Vonage Catalogs Expedia, Orbitz | Search engine optimization and fans Participation Wikis Tagging (“folksonomy”) Wikipedia Blogging, Status updates, Link Sharing Instagram, Flickr, Facebook, Twitter Twitter, Facebook, SnapChat, WhatsApp LinkedIn YouTube Yelp TripAdvisor Skype Pinterest Airbnb, Uber, RelayRides |
Social Media tools
| Service | Key Uses |
| Blogs | Share ideas, obtain feedback, mobilize a community |
| Wikis | Create a common knowledge base |
| Electronic social network | Discover and reinforce affiliations, identify experts, message individuals or groups, visually share media |
| Microblogging | Distribute time-sensitive information, share opinions, virally spread ideas, run contests and promotions, solicit feedback, provide customer support, track commentary on firms/products/issues, organize protests |
Learning objectives
Know what blogs are and how corporations, executives, individuals, and the media use them.
Understand the benefits and risks of blogging.
Appreciate the growth in the number of blogs, their influence, and their capacity to generate revenue.
blogs
Long tail: Phenomenon whereby firms can make money by offering a near-limitless selection of contents and products.
Trackbacks: Links in a blog post that refer readers back to cited sources.
Blog rolls: List of a blogger’s favorite blogs.
Corporations use blogs to distribute ideas and gather feedback from the public.
Online journal entries usually presented
in a reverse chronological order
Learning Objectives
Know what wikis are and how they are used by corporations and the public at large.
Understand the technical and social features that drive effective and useful wikis.
Suggest opportunities where wikis would be useful and consider under what circumstances their use may present risks.
Recognize how social media such as wikis and blogs can influence a firm’s customers and brand.
Wikis
Acts as a collective corporate memory that is vital for sharing skills, learning, and preserving expertise.
Users can make changes to existing content and easily create new content.
Roll back: Ability to revert a wiki page to a prior version.
Useful for restoring earlier work in the event of a posting error, inaccuracy, or vandalism.
Website, that can be modified by anyone directly within a web browser, that serves as a shared knowledge repository
Wikis
All changes are attributed.
A complete revision history is maintained.
Automatic notification and monitoring of updates.
All pages in a wiki are searchable.
Specific wiki pages can be classified under an organized tagging scheme.
Website, that can be modified by anyone directly within a web browser, that serves as a shared knowledge repository
Wikimasters
Useful for jump-starting a wiki.
Griefer: Internet vandal and mischief-maker
Employed to delete excessive posts, move commentary to the best location, and edit as necessary.
Individuals employed by organizations to review community content
Uses of wikis
Collect and leverage knowledge that would otherwise be scattered throughout an organization.
Remove boundaries between functional areas.
Flatten preexisting hierarchies.
Allow organizations to leverage input from their customers and partners.
Neutral point of view (NPOV): Editorial style that is free of bias and opinion.
Learning Objectives
Know what social networks are, be able to list key features, and understand how they are used by individuals, groups, and corporations.
Understand the difference between major social networks such as Facebook, Google+, and LinkedIn.
Recognize the benefits and risks of using social networks.
Be aware of trends that may influence the evolution of social networks.
Social network
Feed - Powerful feature of social networks:
Provides a timely list of the activities of and public messages from people, groups, and organizations that an individual has an association with.
Viral: Information or applications that spread rapidly between users.
Online community that allows users to establish a personal profile and communicate with others
Social network
Rapidly mobilizes populations.
Prompts activism.
Offers low-cost promotion and awareness of a firm’s efforts.
Poorly managed social network presence can:
Create accusations of spamming.
Create public relations snafus.
Lead to a reduction in the likelihood that a firm’s message will appear in a given fan’s feed.
Lead to user discontent and can potentially open up a site to legal action.
Corporate use of social networks
Organizational productivity tools.
Displaced the traditional employee directory.
Important since a large percentage of employees regularly work from home or client locations.
Firms are setting up social networks for customer engagement and mining these sites for customer ideas, innovation, and feedback.
Learning objectives
Appreciate the rapid rise of Twitter—its scale, scope, and broad appeal.
Understand how Twitter is being used by individuals, organizations, and political movements.
Contrast Twitter and microblogging with Facebook, conventional blogs, and other social media efforts.
Understand how organizations use Twitter for organic as well as paid promotion.
Consider the commercial viability of the effort, its competitive environment, and concerns regarding growth.
Twitter and the Rise of Microblogging
Microblogging: Short-message blogging, made through a mobile device.
Twitter is a microblogging service that allows users to post via the Web, SMSA text messaging, or a variety of third-party desktop and smartphone applications.
Tweet: Twitter post, limited to 140 characters.
Hash tags: Method for organizing tweets where keywords are preceded by the # character.
Firms leverage Twitter for:
Real-time promotion
Customer response, engagement, and support
Gathering feedback and up-to-date information
Time-sensitive communication
Uses of twitter:
Application programming interfaces (APIs): Programming hooks, or guidelines published by firms that tell other programs how to get a service to perform a task such as send or receive data.
Free rider problem: When others take advantage of a user or service without providing any sort of reciprocal benefit.
Learning Objectives
Understand the concept of the wisdom of crowds as it applies to social networking.
List the criteria necessary for a crowd to be smart.
Understand the value of crowdsourcing.
Identify firms that have used crowdsourcing successfully.
Prediction Markets and the Wisdom of Crowds
Wisdom of crowds; Idea that a group of individuals will collectively have more insight than a single or small group of trained professionals.
Consists of untrained amateurs.
Prediction market: Polling a diverse crowd and aggregating opinions in order to form a forecast of an eventual outcome.
The “Smart” Crowd
Diverse
Decentralized
Offer a collective verdict
Independent
Crowdsourcing
Leveraged by several public markets:
For innovation
As an alternative to standard means of production
Taking a job traditionally performed by a designated agent and outsourcing it to an undefined, generally large, group of people in the form of an open call
Learning objectives
Illustrate several examples of effective and poor social media use.
Recognize the skills and issues involved in creating and staffing an effective social media awareness and response team (SMART).
List and describe key components that should be included in any firm’s social media policy.
Understand the implications of ethical issues in social media such as “sock puppetry” and “astroturfing” and provide examples and outcomes of firms and managers who used social media as a vehicle for dishonesty.
List and describe tools for monitoring social media activity relating to a firm, its brands, and staff.
Understand issues involved in establishing a social media presence, including the embassy approach, openness, and staffing.
Discuss how firms can engage and respond through social media, and how companies should plan for potential issues and crises.
Social Media Awareness and Response Team
Key issues behind SMART capabilities:
Creating the social media team
Establishing firm wide policies
Monitoring activity inside and outside the firm
Establishing the social media presence
Managing social media engagement and response
Creating the team
Social media is an interdisciplinary practice, and the team should include professionals experienced in:
Technology
Marketing
Public relations
Customer service
Law
Human resources
Responsibilities and Policy Setting
Social media policies revolve around three Rs: Representation, Responsibility, Respect.
Security training is a vital component of establishing social media policy.
Creating sock puppets to astroturf violates FTC rules and can result in prosecution.
Sock puppet: Fake online persona created to promote a particular point of view, product, or individual.
Astroturfing: Engineering the posting of positive comments and reviews of a firm’s product and services.
Ratings sites will penalize firms that offer incentives for positive feedback posts.
Online reputation management
Many tools exist for monitoring social media mentions of an organization, brands, competitors, and executives.
Social media are easy to adopt and potentially easy to abuse.
Tracking and responding to online mentions of a product, organization, or individual
Establishing a Presence
Embassy approach to social media has firms establish their online presence at various services with a consistent name.
Embassy: Established online presence where customers can reach and interact with the firm.
Firm’s social media embassies can be highlighted in physical space such as:
In print
On bags and packaging
On store signage
Engage and Respond
Social media provides four Ms of engagement:
Megaphone to send out messages from the firm
Magnet to attract inbound communication
Monitoring and Mediation - Paying attention to what is happening online and selectively engage conversations when appropriate
Engagement can be public or private.
