Web 2.0 and Social MediaBusiness in a Connected World

Chapter 1b

© McHaney and Sachs 2016

Introduction to Social Media

Not a Technical Update!Web 2.0 doesn’t refer to a technical update of underlying software or hardware platforms but rather to changes in the way the Web is used.

A social way of using Internet technologies

Web 2.0 Defined

Web 2.0 can be viewed as four major, interrelated components:

(1)Social media(2)Content sharing(3)Filtering and recommendations (4)Web applications

Search ---- Links ---- Authoring ---- Tags ---- Extensions ---- Signals

SLATES

Professor Andrew McAfee of Harvard Business School defines Web 2.0 as:

Search ---- Links ---- Authoring ---- Tags ---- Extensions ---- Signals

SLATES

Professor Andrew McAfee of Harvard Business School defines Web 2.0 as:

Technologies pull back shroud on private lives and move closer to the individual

Technology Evolution Creating Environment for Web 2.0

From Linda Stone, Blogger and Former Microsoft Executive:

Sharing Material to Gain RecognitionBusinesses are getting their message out into the world by sharing their materials.

Component of Web 2.0

Content Sharing

Sharing Site Examples: (1) Video Sharing (YouTube,

Vimeo)(2) Social Publishing (Scribd,

SlideShare and TidyForms) (3) Photos (Flickr)

Existing MaterialBusinesses finding innovative ways to leverage existing content developed by others and licensed with Creative Commons attribution

Enhance Copyright Practices for Web 2.0 World

Creative Commons

Innovative ways to leverage existing content have been developed and promoted with Creative Commons attribution

Social Media Has overlap and integration with social media.

More About Content Sharing

Business Content sharing important to business includes sites that promote text, photos, videos, multimedia, e-books, business presentations and artifacts.

Showcase Expertise Materials often posted to gain recognition in particular areas.

Document Sharing

Scribd Interface

Photo Sharing

Flickr Interface

Many photo sharing sites offer photo hosting. A photo on their site can be displayed on a business blog or a Web site without the photo being on the business server. Reduces storage space required on a site.

Opinions Web 2.0 concepts of interacting, sharing and collaborating allow individuals to make recommendations and provide opinions about online content.

Collected wisdom often provides unanticipated social structures

Filtering and Recommendations

Cumulative Impact Grassroots opinions replace expert opinions once limited to powerful individuals with access to the press.

Social NewsServices such as Google News, Digg Top News, Reddit, Delicious and others promote stories rated highest by viewers.

Reddit Relies on Social Recommendations

Filtering and Recommendations

Index Creation A system such as this allows a user community to share and categorize large numbers of bookmarks and create an index of helpful Web sites.

Relies on user community to create a self-organizing reference system

Social Booking

How it Works:• (1) community member locates a Web site of interest• (2) they bookmark a page so returning is easier • (3) software adds individual bookmark to the database • (4) database shares collected bookmarks with entire group.

Example Social Bookmark Web sites

Helps Users Find Content Closely related to social bookmarking.

Used to Find Content

Tagging

On Many SitesOften key components of bookmarking sites.

DescriptiveKeywords assigned by people to help identify content on the Web.

Wordle Creates Word Clouds from Tags

Moves Tags to Real World

Geo-Tagging

Tagging is used to describe real world geographic locations, features, and other objects

Mobile Devices Take pictures and read bar codes that are linked to geospatial databases.

GPS CoordinatesAttached to a database of tags that describe the real world objects.

Many UsesMuseums, conference halls, parks, businesses and other entities are exploring these ideas to virtualize the real world.

Augmented Reality Geo-Tagging System

PokémonGo

Geo-Tagging concepts are used in popular games too!

Tools to Accomplish Tasks (Often Require Interaction)

Web Apps

What are Apps? Apps are an amazing proliferation of easy-to-use, low-cost tools. Used for business, pleasure, or individual productivity.. UsesHundreds of thousands of cross-platform applications readily available for nearly every imaginable use.

Where from? Business users can visit the Apple or Android App store and find tools for tasks using mobile devices.

Introduction to Social Media

Chapter 1 Summary

Business practices are transformed by emerging capabilities of Internet and Web.

Recent changes are related to Web 2.0 and the use of mobile smart devices.

Web 2.0 includes: (1) social media, (2) filtering and recommendations, (3) content sharing, and (4) Web apps.

These technologies force organizations to rethink their business operations and how to connect with customers, employees and stakeholders.

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