Transcript Ch.8 Web 2.0 and Social Media

Lecture 7
Ch.8 Web 2.0 and Social Media
The future of social network service
http://www.youtube.com/watch
?v=UvAJdk3cPaI
8.1 Web 2.0 and Social
Media
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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 X
ML) technologies
• social media
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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
server
• HTML: Hypertext Markup Language is the predomi
nant 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) la
nguage used to create apps and functionality on W
eb sites.
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Figure 8.7 The emergence and rise of mass social media
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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., adv
ertising.
• Prospecting for customers
• Building relationships with customers and prospective c
ustomers
• Identifying customer perceptions by “listening” to conv
ersations
• Soliciting ideas for new products and services from cus
tomers
• Providing support services to customers by answering
questions, providing information, etc.
• Encouraging customers to share their positive percepti
ons with others; e.g., word of mouth
Figure 8.8. Social Graph uses
nodes & ties to show
relationships between individuals
and groups
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Social network analysis (SNA)
• SNA is the mapping and measuring of relationships an
d flows between people, groups, organizations, compu
ters, or other information or knowledge processing ent
ities
Figure 8.9. Increase in ti
me spent on social netw
orking services, March 2
008--2010
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Figure 8.10. Unique visitors to U.S. social networks, 20082010 (Data source: Nielsen, 2010)
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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
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 compro
mise people’s safety or make them targets for blackmail.
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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 empl
oyees, consultants and company partners
– Advertise and build brand awareness, e.g., BlendTec on Youtub
e.com
• Business use of Web 2.0 technologies:
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Recruiting and professional networking
Marketing, promotion, and sales
Internal collaboration and communication
Supply chain management 2.0
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8.5 Web and Social Media Future
Characteristics of Web 3.0:
Web 3.0 = (4C + P + VS)
where
3C = Content, Commerce, Commu
nity
4th C = Context
P = Personalization
VS = Vertical Search
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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
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Crowdsourcing at Starbucks: Embracing Custo
mers
In 2008, the company started mystarbucksidea.co
m, a social media site designed to solicit ideas an
d feedback from its customers
Figure 8.16. Starbucks is popular for its
gourmet coffee drinks and the social
environments it creates in its stores
What is crowdsourcing?
http://www.youtube.com/watch?v=38uPkyH9vI&list=PLE142CA6CD5AA155B
Domino Pizza Case
http://www.youtube.com/watch?v=XXm_PqybiYM
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