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Lecture 7 Ch.8 Web 2.0 and Social Media.

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1 Lecture 7 Ch.8 Web 2.0 and Social Media

2 The future of social network service

3 8.1 Web 2.0 and Social Media

4 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

5 Table 8.2 AJAX Languages for Web 2.0
AJAX makes it possible for Web developers to create small apps that run on a page instead of running on a server HTML: Hypertext Markup Language is the predominant 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 language used to enhance the appearance of web pages JavaScript: JavaScript is an object oriented (OO) language used to create apps and functionality on Web sites.

6 Html & XML [HTML 파일] <html> <head> <title>Name</title> </head> <body> <p>홍길동<p> </body> </html> [XML 파일] <name> <first>홍</first> <last>길동</last> </name> XML is used to make the data structured

7 Figure 8.7 The emergence and rise of mass social media

8 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., 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, etc. Encouraging customers to share their positive perceptions with others; e.g., word of mouth Figure Social Graph uses nodes & ties to show relationships between individuals and groups

9 Social network analysis (SNA)
SNA is the mapping and measuring of relationships and flows between people, groups, organizations, computers, or other information or knowledge processing entities Figure 8.9. Increase in time spent on social networking services, March

10 Figure 8. 10. Unique visitors to U. S
Figure Unique visitors to U.S. social networks, (Data source: Nielsen, 2010)

11 Facebook vs Twitter

12 Twitter A Case on fire rescue

13 Trend

14 Power Shift

15 IT at Work 8.2 Addressing Social Media Privacy Concerns
Examples of privacy violations Posting pictures of people on social networking sites without their permission. Tricking people into disclosing credit or bank account information or investing in “Work at Home” scams. Sharing information about members with advertisers without the users’ knowledge or consent. Disclosing an employer’s proprietary information or trade secrets on social networking sites. Posting information on social networking sites that could compromise people’s safety or make them targets for blackmail.

16 More problems with SNS A

17

18

19 Time for activities in internet

20 Change and Trend

21 8.3 Enterprise 2.0 Tools Enterprise 2.0 refers to Web 2.0 technologies used for some business purpose: Promote collaboration and knowledge exchange among employees, consultants and company partners Advertise and build brand awareness, e.g., BlendTec 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 2.0

22 8.5 Web and Social Media Future
Characteristics of Web 3.0: Web 3.0 = (4C + P + VS) where 3C = Content, Commerce, Community 4th C = Context P = Personalization VS = Vertical Search

23 Web 3.0 characteristics Semantic Web (book <-> customer)
Artificial intelligence (AI) Mobility Barriers closed data sources incompatible data structures and format fractured Web lack of Net Neutrality

24 Crowdsourcing at Starbucks: Embracing Customers
In 2008, the company started mystarbucksidea.com, a social media site designed to solicit ideas and feedback from its customers Figure Starbucks is popular for its gourmet coffee drinks and the social environments it creates in its stores What is crowdsourcing? Domino Pizza Case

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