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Transcript
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 8-3 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 • • • • • • • • 8-4 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. 8-5 Figure 8.7 The emergence and rise of mass social media 8-6 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 8-7 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 8-8 Figure 8.10. Unique visitors to U.S. social networks, 20082010 (Data source: Nielsen, 2010) 8-9 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. 8-14 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: – – – – Recruiting and professional networking Marketing, promotion, and sales Internal collaboration and communication Supply chain management 2.0 8-15 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 8-16 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 8-17 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 8-18