1. Business in a Connected World
Chapter 1b
Web 2.0 and Social Media
Business in a Connected World
Introduction to Social Media
© McHaney and Sachs 2016

2. Web 2.0 Defined Social media Content sharing
Not a Technical Update!
Web 2.0 doesn’t refer to a technical update of underlying software or hardware platforms but rather to changes in the way the Web is used.
Web 2.0 can be viewed as four major, interrelated components:
Social media
Content sharing
Filtering and recommendations
Web applications
Web 2.0 Defined
A social way of using Internet technologies

3. Professor Andrew McAfee of Harvard Business School defines Web 2.0 as:
SLATES
Search ---- Links ---- Authoring ---- Tags ---- Extensions ---- Signals

4. Professor Andrew McAfee of Harvard Business School defines Web 2.0 as:
SLATES
Search ---- Links ---- Authoring ---- Tags ---- Extensions ---- Signals

5. Technology Evolution Creating Environment for Web 2.0
From Linda Stone, Blogger and Former Microsoft Executive:
Technology Evolution Creating Environment for Web 2.0
Technologies pull back shroud on private lives and move closer to the individual

6. Content Sharing Sharing Site Examples:
Sharing Material to Gain Recognition
Businesses are getting their message out into the world by sharing their materials.
Existing Material
Businesses finding innovative ways to leverage existing content developed by others and licensed with Creative Commons attribution
Sharing Site Examples:
Video Sharing (YouTube, Vimeo)
Social Publishing (Scribd, SlideShare and TidyForms)
Photos (Flickr)
Content Sharing
Component of Web 2.0

7. Creative Commons Enhance Copyright Practices for Web 2.0 World
Innovative ways to leverage existing content have been developed and promoted with Creative Commons attribution
Creative Commons
Enhance Copyright Practices for Web 2.0 World

8. More About Content Sharing
Social Media
Has overlap and integration with social media.
Business
Content sharing important to business includes sites that promote text, photos, videos, multimedia, e-books, business presentations and artifacts.
Showcase Expertise
Materials often posted to gain recognition in particular areas.
More About Content Sharing

9. Scribd Interface
Document Sharing

10. Many photo sharing sites offer photo hosting
Many photo sharing sites offer photo hosting. A photo on their site can be displayed on a business blog or a Web site without the photo being on the business server. Reduces storage space required on a site.
Flickr Interface
Photo Sharing

11. Filtering and Recommendations
Opinions
Web 2.0 concepts of interacting, sharing and collaborating allow individuals to make recommendations and provide opinions about online content.
Cumulative Impact
Grassroots opinions replace expert opinions once limited to powerful individuals with access to the press.
Social News
Services such as Google News, Digg Top News, Reddit, Delicious and others promote stories rated highest by viewers.
Filtering and Recommendations
Collected wisdom often provides unanticipated social structures

12. Filtering and Recommendations
Reddit Relies on Social Recommendations

13. Social Booking How it Works: Index Creation
A system such as this allows a user community to share and categorize large numbers of bookmarks and create an index of helpful Web sites.
How it Works:
(1) community member locates a Web site of interest
(2) they bookmark a page so returning is easier
(3) software adds individual bookmark to the database
(4) database shares collected bookmarks with entire group.
Social Booking
Relies on user community to create a self-organizing reference system

14. Example Social Bookmark Web sites

15. Tagging Helps Users Find Content On Many Sites Descriptive
Closely related to social bookmarking.
On Many Sites
Often key components of bookmarking sites.
Descriptive
Keywords assigned by people to help identify content on the Web.
Tagging
Used to Find Content

16. Wordle Creates Word Clouds from Tags

17. Geo-Tagging Mobile Devices GPS Coordinates Many Uses
Take pictures and read bar codes that are linked to geospatial databases.
GPS Coordinates
Attached to a database of tags that describe the real world objects.
Many Uses
Museums, conference halls, parks, businesses and other entities are exploring these ideas to virtualize the real world.
Tagging is used to describe real world geographic locations, features, and other objects
Geo-Tagging
Moves Tags to Real World

18. PokémonGo Geo-Tagging concepts are used in popular games too!
Augmented Reality Geo-Tagging System

19. Web Apps What are Apps? Uses Where from?
Apps are an amazing proliferation of easy-to-use, low-cost tools.
Used for business, pleasure, or individual productivity. .
Uses
Hundreds of thousands of cross-platform applications readily available for nearly every imaginable use.
Where from?
Business users can visit the Apple or Android App store and find tools for tasks using mobile devices.
Web Apps
Tools to Accomplish Tasks (Often Require Interaction)

20. Business practices are transformed by emerging capabilities of Internet and Web.
Recent changes are related to Web 2.0 and the use of mobile smart devices.
Web 2.0 includes: (1) social media, (2) filtering and recommendations, (3) content sharing, and (4) Web apps.
These technologies force organizations to rethink their business operations and how to connect with customers, employees and stakeholders.
Chapter 1 Summary
Introduction to Social Media

21. Contact: Roger McHaney, Kansas State University, mchaney@ksu.edu