Ch.8 Web 2.0 and Social Media Lecture 7

=UvAJdk3cPaI The future of social network service

Web 2.0 and Social Media

Web 2.0 apps blogs wikis social networking service (SNS) sharing sites widgets and mashups RSS social bookmarking and tag clouds AJAX(Asynchronous Javascript and XML) technologies social media 8-4

Table 8.2 AJAX Languages for Web 2.0 AJAX makes it possible for Web developers to create s mall apps that run on a page instead of running on a ser ver HTML: Hypertext Markup Language is the predomina nt language for web pages. XML: Extendable Markup Language is a set of rules and guidelines for describing data that can be used by other programming languages. CSS: Cascading Style Sheets is a style sheet languag e used to enhance the appearance of web pages JavaScript: JavaScript is an object oriented (OO) lan guage used to create apps and functionality on Web s ites. 8-5

Figure 8.7 The emergence and rise of mass social media 8-6

8.2 Virtual Communities and Social Networking Services Online communities can be used as a platform for: Selling goods and services Promoting products to prospective customers; e.g., adver tising. Prospecting for customers Building relationships with customers and prospective cu stomers Identifying customer perceptions by “listening” to convers ations Soliciting ideas for new products and services from custo mers Providing support services to customers by answering qu estions, providing information, etc. Encouraging customers to share their positive perception s with others; e.g., word of mouth 8-7 Figure 8.8. Social Graph uses nodes & ties to show relationships between individuals and groups

8-8 SNA is the mapping and measuring of relationships and f lows between people, groups, organizations, computers, or other information or knowledge processing entities Social network analysis (SNA) Figure 8.9. Increase in ti me spent on social netw orking services, March

Figure Unique visitors to U.S. social networks, (Data source: Nielsen, 2010) 8-9

Facebook vs Twitter

Twitter A Case on fire rescue

Trend

Power Shift

IT at Work 8.2 Addressing Social Media Privacy Concerns Examples of privacy violations Posting pictures of people on social networking sites without their pe rmission. Tricking people into disclosing credit or bank account information or i nvesting in “Work at Home” scams. Sharing information about members with advertisers without the use rs’ knowledge or consent. Disclosing an employer’s proprietary information or trade secrets on social networking sites. Posting information on social networking sites that could compromis e people’s safety or make them targets for blackmail. 8-14

8.3 Enterprise 2.0 Tools Enterprise 2.0 refers to Web 2.0 technologies used for s ome business purpose: –Promote collaboration and knowledge exchange among employe es, consultants and company partners –Advertise and build brand awareness, e.g., BlendTec on Youtube.comBlendTec on Youtube.com Business use of Web 2.0 technologies: –Recruiting and professional networking –Marketing, promotion, and sales –Internal collaboration and communication –Supply chain management

8.5 Web and Social Media Future Characteristics of Web 3.0: Web 3.0 = (4C + P + VS) where 3C = Content, Commerce, Communi ty 4th C = Context P = Personalization VS = Vertical Search 8-16

Web 3.0 characteristics Semantic Web Artificial intelligence (AI) Mobility Barriers –closed data sources –incompatible data structures and format –fractured Web –lack of Net Neutrality 8-17

8-18 In 2008, the company started mystarbucksidea.com, a social media site designed to solicit ideas and fe edback from its customers Figure Starbucks is popular for its gourmet coffee drinks and the social environments it creates in its stores What is crowdsourcing? 38uPkyH9vI&list=PLE142CA6CD5AA155B Domino Pizza Case mystarbucksidea.com 38uPkyH9vI&list=PLE142CA6CD5AA155B Crowdsourcing at Starbucks: Embracing Cust omers