Web 2.0 and Social MediaBusiness in a Connected World

Chapter 1a

© McHaney and Sachs 2016

Introduction to Social Media

Billion+ UsersMore than a billion people use Facebook, Twitter, LinkedIn, Instagram and so forth as primary means to link with friends, relatives, and businesses.

Social Media: More than Facebook!

Social NetworkingFacilitates social networking based on the premise that people are profoundly communal and need to interact using voice, gesture, and written language

Fun and EngagingNatural human inclinations help make social media enticing and fun to use

Emerging Technologies and Data Analytics help business understand social media conversations

Social Media is Important to Business!

Social Cues in BusinessBusiness activities such as decision making, planning, and communication can benefit from social cues.

Business Use of Social MediaSocial media can help businesses locate, understand, connect to, and interact with customers. For example, marketing managers can move beyond placing ads and now view real-time discussions that praise or criticize products and services.

Posts and ConversationsThese valuable sources of data help businesses understand existing customers and locate new customers

Social Media Tools

Recreate Common ServicesNewspapers, magazines, radio, record albums, telephones, television and others have been recreated in digital form.Added BenefitSocial media adds social interaction to new forms of traditional services

Example ToolsSocial media tools include blogs, wikis, microblogs, discussion forums, threaded discussions, video systems and …

Social Media Includes

Online Social NetworksExamples: Facebook, LinkedIn, Twitter

Chat, Audio and Video ConferencingExamples: Tiny Chat, Zoom.us, Skype

Instant Messaging (IM) and TextingExamples: WhatsApp, Facebook Messenger

Virtual WorldsExamples: Second Life, World of Warcraft

Social Media Includes IM and Online Conferencing

Social Media was Developed Using Web 2.0 Concepts

Web 2.0 Term coined during O'Reilly Media Web 2.0 Conference in late 2004

Web 2.0 ConceptApplications that allow people to participate in information creation, digital resource sharing, Web page design, and collaboration on the World Wide Web

Key Web 2.0 FeatureUsers interact in virtual communities

Opened world to vast possibilities of communication, information creation, data sharing and computing power

INTERNET

Humble Beginnings Traced to four networked host computers called ARPANET in 1969

Network of NetworksVast computer network of numerous smaller, interconnected computer networks

Massive GrowthExpectations for more than 22 billion online devices by 2020

Image from Wikipedia Media Commons

Network of Networks

INTERNET

World Wide Web Made the Internet Useful to People

WWW

Web PagesText-based documents following specifications known as Hypertext Markup Language (HTML)

StandardsWeb pages that conform to standards can be viewed on compliant browsers and devices using Hypertext Transfer Protocol (HTTP)

Client-Server ApproachBrowser is client and requests resource user wishes to view. Web Pages stored on networked computers running server software respond to client requests

Collection of interconnected documents organized into human-readable Web pages

WWW

Computers hosting Web sites function as Web servers

How Web Servers Work

Transmission of requested Web pages can use encryption in the form of Hypertext Transfer Protocol Secure (HTTPS)

1) Client submits HTTP request 2) Server responds by searching through stored content 3) Server returns a response message which generally contains requested content

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