1. 9
Social Media
50 Slides

2. [ LEARNING OBJECTIVES]
Describe five Web 2.0 tools and two major types of Web 2.0 sites.
Describe the benefits and risks of social commerce to companies.
Identify the methods used for shopping socially.
Discuss innovative ways to use social networking sites for advertising and market research.
Describe how social computing improves customer service.
Discuss different ways in which human resource managers make use of social computing.

3. 9.1 Social Media Tools Tagging
Tagging: a tag describes a piece of information—for example, a blog, a picture, an article, or a video clip. Tagging allows users to place information in multiple, overlapping associations rather than in rigid categories.

4. 9.1 Social Media Tools Tagging Folksonomies
-- Folksonomies: user generated classifications that use tags to categorize and retrieve Web pages, photos, videos, and other Web content.

5. 9.1 Social Media Tools Tagging Folksonomies Geotagging
Tagging: a keyword or term that describes a piece of information—for example, a blog, a picture, an article, or a video clip. Tagging allows users to place information in multiple, overlapping associations rather than in rigid categories.
-- Folksonomies: user generated classifications that use tags to categorize and retrieve Web pages, photos, videos, and other Web content.
-- Geotagging: a specific form of tagging referring to tagging information on maps (example: Google Maps allows users to add pictures and information, such as restaurant or hotel ratings, to maps).

6. 9.1 Social Media Tools Tagging Really Simple Syndication (RSS) Blogs
Folksonomies
Geotagging
Really Simple Syndication (RSS)
Blogs
Blog: (short for weblog) a personal Web site, open to the public, in which the site creator expresses his or her feelings or opinions via a series of chronological events.

7. 9.1 Social Media Tools Tagging Really Simple Syndication (RSS) Blogs
Folksonomies
Geotagging
Really Simple Syndication (RSS)
Blogs
Microblogging
Microblogging: a form of blogging that allows users to write short messages (or capture an image or embedded video) and publish them (Example: Twitter).

8. FIGURE 9.1 The Web site of National Public Radio (NPR) with RSS toolbar aggregator and search function.
FIGURE 9.1 The Web site of National Public Radio (NPR) with RSS toolbar aggregator and search function (Courtesy of NPR. Used with permission.)
A lot of web sites for companies today enable you to utilize one of more of these tools.

9. 9.1
More Tools
Wikis
Wiki: a Web site made up entirely of user generated content (Example: Wikipedia.com).
Don’t ever use Wikipedia as a reference for a research paper because you never know how good the information is. If the people writing the wikipedia article are experts in their field, then you have a great article. Otherwise, it could be fabricated.

10. 9.1 More Tools Wikis Social Networking Web Sites
Social Network: a social structure composed of individuals, groups, or organizations linked by values, visions, ideas, financial exchange, friendship, kinship, conflict, or trade.

11. 9.1 More Tools Wikis Social Networking Web Sites Social Graph
-- Social Graph: the map of a single member of a social network comprised of all relevant links or connections among the greater social network.
Will you be my “Friend”?

12. 9.1 More Tools Wikis Social Networking Web Sites Social Graph
Social Capital
-- Social Capital: refers to the number of connections an individual person has within and between social networks.
When you “Follow” somebody or “Like” a company or a group.

13. 9.1 More Tools Wikis Social Networking Web Sites
Social Graph
Social Capital
Enterprise Social Networks
Enterprise Social Networks: business-oriented social networks (public or private) designed to support networking and community building, social collaboration, social publishing, Social intelligence and social analytics.

14. 9.1 More Tools Wikis Social Networking Web Sites
Social Graph
Social Capital
Enterprise Social Networks
Mashups
Mashups: a Web site that takes different content from a number of other Web sites and mixes them together to create a new kind of content.

15. FIGURE 9. 2 Google Maps (www. googlemaps
FIGURE 9.2 Google Maps ( is a classic example of a mashup.
FIGURE 9.2 Google Maps ( is a classic example of a mashup. In this case, Google Maps is pulling in information from public transportation Web sites to provide the customer with transit directions.

16. Fundamentals of Social Computing in Business
9.2
Fundamentals of Social Computing in Business
Social Commerce
Social Commerce: the delivery of electronic commerce activities and transactions through social computing. Social commerce also
supports social interactions and user contributions, allowing customers to participate actively in the marketing and selling of products and services in online marketplaces and communities.

17. FIGURE 9.5 Etsy (www.etsy.com) is a social marketplace for all handmade or vintage items.

18. Social Commerce: Benefits to Customers
Better and faster vendor responses to complaints (on Twitter, Facebook, and YouTube)
Customers can assist other customers (e.g., in online forums)
Customers’ expectations can be met more fully and quickly
Customers can easily search, link, chat, and buy while staying on a social network’s page
Have students read

19. Social Commerce: Benefits to Businesses
Can test new products and ideas quickly and inexpensively
Learn a lot about their customers
Identify problems quickly and alleviate customer anger
Learn about customers’ experiences via rapid feedback
Increase sales when customers discuss products positively on social networking site
Have students read

20. Social Commerce: Benefits to Businesses (con’t)
Create more effective marketing campaigns and brand awareness
Use low-cost user-generated content, for example, in marketing campaigns
Obtain free advertising through viral marketing
Identify and reward influential brand advocates
Have students read

21. Social Computing in Business: Shopping
9.3
Social Computing in Business: Shopping
Ratings, Reviews, and Recommendations
Ratings, Reviews, and Recommendations: are usually available in social shopping and generally come from,
(a) Customer ratings and reviews integrated into the vendor’s Web page
(b) Expert ratings and reviews from an independent authority
(c) Sponsored reviews: paid-for reviews
(d) Conversational marketing: individuals converse via , blog, live chat, discussion groups, and tweets.

22. FIGURE 9.3 Epinions (www.epinions.com)
FIGURE 9.3 Epinions ( is a Web site that allows customers to rate anything from cars to music. In this screenshot, customers review a popular children’s film.

23. Social Computing in Business: Shopping
9.3
Social Computing in Business: Shopping
Ratings, Reviews, and Recommendations
Group Shopping
Group Shopping: Web sites such as Groupon and LivingSocial offer major discounts or special deals during a short time frame.

24. FIGURE 9. 4 LivingSocial (www. livingsocial
FIGURE 9.4 LivingSocial ( is a popular example of a group shopping Web site.
FIGURE 9.4 LivingSocial ( is a popular example of a group shopping Web site.

25. Social Computing in Business: Shopping
9.3
Social Computing in Business: Shopping
Ratings, Reviews, and Recommendations
Group Shopping
Shopping Communities and Clubs
Shopping Communities and Clubs: host sales for their members that last just a few days and usually feature luxury brands and heavily discounted prices. These clubs tend to be exclusive and help sell luxury items without watering down the brands’ images.

26. Social Computing in Business: Shopping
9.3
Social Computing in Business: Shopping
Ratings, Reviews, and Recommendations
Group Shopping
Shopping Communities and Clubs
Social Marketplaces and Direct Sales
Peer-to-peer Shopping Models
Social Marketplaces and Direct Sales: act as online intermediaries that harness the power of social networks for introducing, buying, and selling products and services. A social marketplace helps members market their own creations.

27. Social Computing in Business: Shopping
9.3
Social Computing in Business: Shopping
Ratings, Reviews, and Recommendations
Group Shopping
Shopping Communities and Clubs
Social Marketplaces and Direct Sales
Peer-to-peer Shopping Models
Peer-to-Peer Shopping Models: are the high-tech version of old fashioned bazaars and bartering systems. Individuals use these models to sell, buy, rent, or barter online with other individuals.

28. Social Computing in Business: Shopping
9.3
Social Computing in Business: Shopping
Ratings, Reviews, and Recommendations
Group Shopping
Shopping Communities and Clubs
Social Marketplaces and Direct Sales
Peer-to-peer Shopping Models
Collaborative consumption
Collaborative consumption: peer-to-peer sharing or renting.

29. Social Computing in Business: Marketing
9.4
Social Computing in Business: Marketing
Social Advertising
Market Research
Conducting Market Research Using Social Networks
Social Advertising: refers to the advertising formats that make use of the social context of the user viewing the ad. It is the first form of advertising to leverage forms of social influence such as peer pressure and friend recommendations and likes.
Market Research: today members of social media voluntarily provide demographics that help identify and target potential customers. Due to the open nature of social networking, merchants can easily find customers, see what they do online, and learn who their friends are.
Conversational Marketing: feedback from customers provided to companies through social computing tools (e.g., blogs, wikis, online forums, and social networking sites.
Conducting Market Research Using Social Networking: Customer sentiment expressed on Facebook, Twitter, LinkedIn and similar sites represent an incredibly valuable source of information for companies allowing them to analyze the data, conduct better advertising campaigns, improve their product design and their service offerings.

30. Advertising Social Advertising
Social Advertising: refers to the advertising formats that make use of the social context of the user viewing the ad. It is the first form of advertising to leverage forms of social influence such as peer pressure and friend recommendations and likes.
If you’re look at the ESPN website, you will see an advertisement for Model’s.

31. Advertising Social Advertising Viral Marketing
Viral marketing: word-of-mouth advertising—lends itself especially well to social networking.
You want to get people to talk about your website, your product or your services. You have rating sites such as e-pinions and Angie’s list for doing this.

32. Market Research Conversational Marketing
Market Research: today members of social media voluntarily provide demographics that help identify and target potential customers. Due to the open nature of social networking, merchants can easily find customers, see what they do online, and learn who their friends are.
Every time that you “Like” a page or “Follow” a cause on Facebook, for instance, the company gets to know everything about you.
Conversational Marketing: feedback from customers provided to companies through social computing tools (e.g., blogs, wikis, online forums, and social networking sites.
Every time that you post a review, it’s like having a conversation with a bunch of people.

33. Conducting Market Research Using Social Networks
Facebook
Twitter
LinkedIn
Conducting Market Research Using Social Networking: The sentiments that you express on Facebook, Twitter, LinkedIn and similar sites represent an incredibly valuable source of information for companies allowing them to analyze the data, conduct better advertising campaigns, improve their product design and their service offerings.

34. FIGURE 9.6 Customers share their ideas and feedback with Dell via IdeaStorm (www.ideastorm.com).
You can also communicate with companies though their own websites.

35. Using Facebook for Market Research
Obtain feedback from Facebook Fans
• Obtain feedback from your Facebook fans (and their friends if possible) on advertising
campaigns, market research, etc. It is equivalent to holding a free focus group.

36. Using Facebook for Market Research
Obtain feedback from Facebook Fans
Test-market your messages
• Test-market your messages. Provide two or three options, and ask fans which one they prefer and why.

37. Using Facebook for Market Research
Obtain feedback from Facebook Fans
Test-market your messages
Use Facebook for survey invitations
• Use Facebook for survey invitations (i.e., to recruit participants). Essentially, turn Facebook
into a giant panel, and ask users to participate in a survey. Facebook offers a self-service
model for displaying ads, which can function as invitations to take a survey. Facebook also
allows you to target your audience very specifically based on traditional demographic criteria
such as age and gender.

38. Using Twitter for Market Research
Visit Twitter Search
Using Twitter for Market Research: Your customers, your prospects, and industry
thought leaders all use Twitter, making it a rich source of instantly updated information. Consider
the following examples:
• Visit Twitter Search ( Enter a company’s Twitter name. Not only
can you follow what the company is saying, you can also follow what everyone is saying
to them.

39. Using Twitter for Market Research
Visit Twitter Search
Monitor industry-specific keywords
• Take advantage of the tools that enable you to find people in the industries in which they
operate. Use search.twitter.com to monitor industry-specific keywords.

40. Using Twitter for Market Research
Visit Twitter Search
Monitor industry-specific keywords
Review TweetStats
• Using the TweetStats, you can view the topics that are on most people’s minds today

41. Using Twitter for Market Research
Visit Twitter Search
Monitor industry-specific keywords
Review TweetStats
Solicit information from customers & interact with them
• An increasing number of companies are utilizing Twitter to solicit information from customers
and to interact with them (e.g., Dell (connecting with customers), JetBlue
(learning about customers), Teusner Wines (gathering feedback, sharing information), and
Pepsi (rapid response time in dealing with complaints).

42. Using LinkedIn for Market Research
Post a question
Post a question (e.g., solicit advice) regarding the topic or issue you are interested in.

43. Using LinkedIn for Market Research
Post a question
Solicit advice from a LinkedIn group
You may obtain a better result if you go to a specific LinkedIn group to solicit advice.

44. Social Computing in Business: Customer Relationship Management
9.5
Social Computing in Business: Customer Relationship Management
How Social Computing Improves Customer Service
Whether it’s Facebook, Twitter, or LinedIn, the whole goal of social media is to get your company to improve customer service. This is the way you develop a relationship with your customers. Listening to them makes them feel empowered.

45. Social Computing in Business: Human Resource Management
9.6
Social Computing in Business: Human Resource Management
Recruiting
Social networking has also changed the way companies interact with employers and prospective employers
Recruiting: Both recruiters and job seekers are moving to online social networks as recruiting platforms.
Interviews are now conducted long distance using Skype

46. Social Computing in Business: Human Resource Management
9.6
Social Computing in Business: Human Resource Management
Recruiting
Finding a Job
Finding a Job: The vast majority of entry-level positions in the United States are now listed only online. Job sites are the fastest, least expensive, and most efficient method to connect employers with potential employees. Today, job searchers use traditional job sites and social networks such as LinkedIn.

47. Social Computing in Business: Human Resource Management
9.6
Social Computing in Business: Human Resource Management
Recruiting
Finding a Job
Employee Development
Employee Development: HR professionals are using enterprise social tools to allow employees to collaborate on sales opportunities, campaigns, projects as well as simplify workflows and capture new ideas. Elearning and Etraining are employee development tools that can be leveraged through social computing.

48. 9
Social Media
The End