© 2013, published by Flat World Knowledge 8-1 Information Systems: A Manager’s Guide to...

© 2013, published by Flat World Knowledge 8-1

Information Systems: A Manager’s Guide to Harnessing

Technology, version 2.0John Gallaugher

© 2013, published by Flat World Knowledge

Published by:

Flat World Knowledge, Inc.

© 2013 by Flat World Knowledge, Inc. All rights reserved. Your use of this work is subject to the License Agreement available here http://www.flatworldknowledge.com/legal. No part of this work may be used, modified, or reproduced in any form or by any means except as expressly permitted under the License Agreement.

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Chapter 8

Social Media, Peer Production, and Web 2.0

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Learning Objectives

• Recognize the unexpected rise and impact of social media and peer production systems, and understand how these services differ from prior generation tools

• List the major classifications of social media services

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Web 2.0

• Internet services that foster collaboration and information sharing

• Peer production: When users collaboratively work to create content, products, and services– Leveraged to create open source software that

supports Web 2.0– Collaborative consumption: Participants share access

to products and services, rather than having ownership

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Table 8.1- Web 1.0 versus Web 2.0

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Social Media Tools

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Key Uses

Blogs Share ideas, obtain feedback,mobilize a community

Wikis Create a common knowledge base

Electronic social network Discover and reinforce affiliations; identify experts; message individuals or groups; virally share media

Microblogging Distribute time-sensitive information, share opinions, virally spread ideas, run contests and promotions, solicit feedback, provide customer support, track commentary on firms/products/issues, organize protests


Learning Objectives

• Know what blogs are and how corporations, executives, individuals, and the media use them

• Understand the benefits and risks of blogging• Appreciate the growth in the number of blogs, their

influence, and their capacity to generate revenue

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Blogs• Online journal entries made in a reverse

chronological order• Long tail: Phenomenon whereby firms can make

money by offering a near-limitless selection of contents and products

• Trackbacks: Links in a blog post that refer readers back to cited sources

• Blog rolls: List of a blogger’s favorite blogs• Corporations use blogs to distribute ideas and gather

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Benefits and Limitations of Blogs

Benefits

• Voice of a blogosphere can wield significant influence

• Can be public, tucked behind a corporate firewall, or password protected

• Offer a two-way dialog • Blogging software can be

run on third-party servers• Value of a blog is derived

from a combination of technical and social features

Limitations

• Comments can be a hothouse for spam and the disgruntled

• Employee blogging can be difficult to control

• Public postings can live forever

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Blogs - Revenue Generation

• Communication channels that is controlled by an organization • Firm-run blogs, websites, apps, and organization accounts on social media

Owned media

• Efforts where an organization pays to leverage a channel or promote a message • Advertisements and sponsorships

Paid media

• Promotions that are not paid for or owned, but rather which grow organically from customer efforts or other favorable publicity

Earned media

• Leveraging online channels to draw consumers to the firm with compelling content, rather than conventional forms of promotion

Inbound marketing

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Learning Objectives

• Know what wikis are and how they are used by corporations and the public at large

• Understand the technical and social features that drive effective and useful wikis

• Suggest opportunities where wikis would be useful and consider under what circumstances their use may present risks

• Recognize how social media such as wikis and blogs can influence a firm’s customers and brand

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Wikis

• Web site that can be modified by anyone directly within a web browser

• Serve as:– A shared knowledge repository– Knowledge management systems

• Acts as a collective corporate memory that is vital for:– Sharing skills– Learning– Preserving expertise

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Wikis

• What you see is what you get (WYSIWYG): Describes graphical editing tools

• Users can make changes to existing content and can easily create new content

• Roll back: Ability to revert a wiki page to a prior version– Useful for restoring earlier work in the event of a

posting error, inaccuracy, or vandalism

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Wikis - Features

All changes are attributed

Complete revision history is maintained

Automatic notification and monitoring of updates

All the pages in a wiki are searchable

Specific wiki pages can be classified under an organized tagging scheme

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Wikimasters

• Individuals employed by organizations to review community content– Used for jump-starting a wiki– Griefer: Internet vandal and mischief maker

• Employed by organizations to:– Delete excessive posts – Move commentary to the best location – Edit as necessary

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Wikis - Uses

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• Collect and leverage knowledge that would otherwise be scattered throughout an organization

• Reduce geographic distance• Remove boundaries between functional areas• Flatten preexisting hierarchies• Allow organizations to leverage input from their

customers and partners– Neutral point of view (NPOV): Editorial style that is

free of bias and opinion


Learning Objectives

• Know what social networks are, be able to list key features, and understand how they are used by individuals, groups, and corporations

• Understand the difference between major social networks such as Facebook, Google+, and LinkedIn

• Recognize the benefits and risks of using social networks

• Be aware of trends that may influence the evolution of social networks

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Social Networks

• Online community that allows users to establish a personal profile and communicate with others

• Feed - Powerful feature of social networks– Provides a timely list of the activities of and public

messages from people, groups, and organizations that an individual has an association with

– Inherently viral• Viral: Information or applications that spread rapidly

between users– Rapidly mobilizes populations

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Social Network

– Prompts activism– Offers low-cost promotion and awareness of a firm’s

efforts– Can be controversial and mismanagement can: • Create accusation of spamming • Create public relations snafus • Lead to a reduction in the likelihood that a firm’s

message will appear in a given fan’s feed• Lead to user discontent and can potentially open up a

site to legal action

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Corporate Use of Social Networks

• Have become organizational productivity tools• Displaced the traditional employee directory• Important since a large percentage of employees

regularly work from home or client locations• Firms are setting up social networks for customer

engagement and mining these sites for customer ideas, innovation, and feedback

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Learning Objectives

• Appreciate the rapid rise of Twitter—its scale, scope, and broad appeal

• Understand how Twitter is being used by individuals, organizations, and political movements

• Contrast Twitter and microblogging with Facebook, conventional blogs, and other Web 2.0 efforts

• Consider the commercial viability of the effort, its competitive environment, and concerns regarding limited revenue

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Twitter and the Rise of Microblogging

• Microblogging: Short-message blogging, made through a mobile device

• Twitter - Microblogging service that allows users to tweet via the Web, SMS, or a variety of third-party desktop and smartphone applications– Tweet: Twitter post, limited to 140 characters– Hash tags: Method for organizing tweets where

keywords are preceded by the # character

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Twitter and the Rise of Microblogging

• Firms leverage Twitter for:– Promotion– Customer response– Gathering feedback and up to date information– Time-sensitive communication

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Uses of Twitter

• Programming hooks, or guidelines published by firms that tell other programs how to get a service to perform a task such as send or receive data

Application programming interfaces (APIs)

• When others take advantage of a user or service without providing any sort of reciprocal benefit

Free rider problem

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Learning Objectives

• Know key terms related to social media, peer production, and Web 2.0, including RSS, folksonomies, mash-ups, location-based services, virtual worlds, and rich media

• Provide examples of the effective business use of these terms and technologies

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Other Key Web 2.0 Terms and Concepts

• Method for sending/broadcasting data to users who subscribe to a service’s RSS feed• Used to manage information overload• RSS reader: Shows the title or headline of any new content

RSS (Really simple syndication and rich site summary)

• Keyword-based classification systems created by user communities as they generate and review content

Folksonomies

• Combinations of two or more technologies or data feeds into a single, integrated tool• XML: Tagging systems that make mash-ups easy

Mash-ups

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Other Key Web 2.0 Terms and Concepts

• Network of satellites and supporting technologies used to identify a device’s physical location

Global positioning system (GPS)

• Apps that can overlay real data on top of images from a GPS

Augmented-reality

• Computer-generated environment where users present themselves in the form of an avatar, or animated character• Avatar: Online identity expressed by an animated or cartoon figure

Virtual worlds

• Digital audio files provided as a series of programs

Podcasts

• Content that is more complex than simple text or photos

Rich media

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Learning Objectives

• Understand the concept of the wisdom of crowds as it applies to social networking

• List the criteria necessary for a crowd to be smart

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Prediction Markets and the Wisdom of Crowds

• Wisdom of crowds: Idea that a group of individuals will collectively have more insight than a single or small group of trained professionals– Consists of untrained amateurs

• Prediction market: Polling a diverse crowd and aggregating opinions in order to form a forecast of an eventual outcome

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Criteria Necessary for a Crowd to be Smart

Diverse Decentralized

Offer a collective verdict

Independent

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Learning Objectives

• Understand the value of crowdsourcing• Identify firms that have used crowdsourcing

successfully

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Crowdsourcing

• Taking a job traditionally performed by a designated agent and outsourcing it to an undefined, generally large group of people in the form of an open call

• Leveraged by several public markets – For innovation– As an alternative to standard means of production

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Learning Objectives

• Illustrate several examples of effective and poor social media use

• Recognize the skills and issues involved in creating and staffing an effective social media awareness and response team (SMART)

• List and describe key components that should be included in any firm’s social media policy

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Learning Objectives

• Understand the implications of ethical issues in social media such as sock puppetry and astroturfing and provide examples and outcomes of firms and managers who used social media as a vehicle for dishonesty

• List and describe tools for monitoring social media activity relating to a firm, its brands, and staff

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Learning Objectives

• Understand issues involved in establishing a social media presence, including the embassy approach, openness, and staffing

• Discuss how firms can engage and respond through social media, and how companies should plan for potential issues and crises

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Get SMART - Social Media Awareness and Response Team

• Key issues behind SMART capabilities– Creating the social media team– Establishing firm wide policies– Monitoring activity inside and outside the firm– Establishing the social media presence– Managing social media engagement and response

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Creating the Team

• Social media is an interdisciplinary practice, and the team should include professionals experienced in:– Technology– Marketing– Public relations– Customer service– Law– Human resources

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Responsibilities and Policy Setting

• Social media policies revolve around three Rs– Representation– Responsibility– Respect

• Security training is a vital component of establishing social media policy

• Creating sock puppets and astroturf violates FTC rules and can result in prosecution

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Responsibilities and Policy Setting

– Sock puppet: Fake online persona created to promote a particular point of view, product, or individual

– Astroturfing: Engineering the posting of positive comments and reviews of a firm’s product and services • Ratings sites will penalize firms that offer incentives for

positive feedback posts

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Monitoring

• Online reputation management: Tracking and responding to online mentions of a product, organization, or individual

• Many tools exist for monitoring social media mentions of an organization, brands, competitors, and executives

• Social media are easy to adopt and potentially easy to abuse

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Establishing a Presence

• Embassy approach to social media has firms establish their online presence at various services with a consistent name– Embassy: Established online presence where

customers can reach and interact with the firm• Firm’s social media embassies can be highlighted in

physical space such as:– In print – On bags and packaging– On store signage

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Engage and Respond

• Social media provides four Ms of engagement– Megaphone to send out messages from the firm– Magnet to attract inbound communication– Monitoring and mediation - Paying attention to what

is happening online and selectively engage conversations when appropriate

• Engagement can be public or private

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© 2013, published by Flat World Knowledge 8-1 Information Systems: A Manager’s Guide to...

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