Chapter Extension 14 - University of Houston
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Transcript Chapter Extension 14 - University of Houston
Chapter
Extension 14
Processing Social Capital:
Facebook, Twitter, and UserGenerated Content (UGC)
Study Questions
Q1: How do organizations use information systems to
increase the value of their social capital?
Q2: How can businesses utilize Facebook?
Q3: How can businesses utilize Twitter?
Q4: What are business applications for user-generated
content (UGC)?
Q5: How can organizations manage the risks of social
networking and user-generated content (UGC)?
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CE14-2
Q1: How Do Organizations Use Information
Systems to Increase the Value Of Their
Social Capital?
Social network
Social structure of individuals or
organizations connected by some type
of interdependency—friendship, kinship,
common interest, financial exchange,
dislike, beliefs, knowledge, etc.
Social networking
Any activity an individual or organization
takes to create, extend or use a social
network
Social networking
information
system
An information system that facilitates
interactions on a social network
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Viral Marketing with SN
Traditional business communication is unreliable
SN communication is more reliable
Viral messaging reaches more people, faster, cheaper, and more
personal
Fox Lake could expand viral marketing by inducing (viral hook or bait)
customers induce their friends to form a relationship with Fox Lake
Common ways companies form SN relationships with
customers are groups and applications
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Word-of-Mouth Marketing
Traditional business relationship
you (the client) have some
experience with a business,
You may express your opinions
about that experience by wordof-mouth to your social network
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Social Network Marketing at Fox Lake
“I just had the Sunday
night lobster dinner at
Fox Lake, Yummm!”
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Viral Social Network Marketing Opportunity
Viral hook:
Something
that induces
people to
share your with
others
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Viral Message Causes Your Friends (and
Theirs) to Connect with Fox Lake
Viral marketing more powerful
if your message induces your friends
(and their friends, etc.) to form a direct
relationship with Fox Lake’s SN presence
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Example of a Viral Hook
Windows Live SkyDrive
Store documents in “cloud” to share with colleagues or
friends
If friends want to add, modify, or delete documents, they
get Office Live ID by creating a MSN Hotmail account, thus
forming a direct relationship with Microsoft
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Increasing the Strength of Relationships
Strength of a relationship: Likelihood that
entity (person or other organization) will do
something that benefits organization
Buying your products, writing positive
reviews, posting pictures using your products
or services, etc.
Asking people to do a favor for you
Frequent interactions
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Connecting to Those with More Assets
SocialCapital = NumberRelationships x
RelationshipStrength x EntityResources
Most organizations today ignore value of
entity assets and simply try to connect to
more people with stronger relationships
This area is ripe for innovation
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Q2: How Can Businesses Utilize Facebook?
Three types of groups:
Public
Private: Group
cannot be
found by
searching and
members
must be
invited to join
Private
Public: Anyone can
find group by
searching and join
Invitation
Invitation: Anyone
can find group by
searching, but must
be invited to join
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Fox Lake Possible Use of Facebook
Fox Lake could create an invitation group for each wedding to
use as its wedding website
Bride invites everyone on guest list to join group
Prior to wedding, members place photos and videos of their
relationship and engagement on group site
Links to gift registers; directions to Fox Lake; weather forecasts;
any other information of interest to wedding attendees
Start a discussion list about bride and groom
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Strengthening Ties with Networking Groups
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Using Facebook Applications
Social networking application —a computer program that
interacts with and processes information in a social network
Survey Hurricane — users who install application on their page
can survey their friends on topics of interest
New York Times News Quiz is another application
Fox Lake could create an application called “Plan Your Fox Lake
Wedding” and make it part of its product offering
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Example Social Networking (SN) Application
Meaningful applications use
information in social graph.
A social graph is a network
of relationships.
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Key to Success: Make Application
Compelling
Use information
in social graph
Compel users to
to come back
again, and again
Social
Useful
Engaging
Expressive
Address real
needs, from
entertainment
to practical
tasks
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Share a
personal
perspective
on the world
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SN Application vs. Websites
Why develop an SN application rather than a
website?
Answer lies with degree application requires a
social graph
Does application use or benefit from social
network communication? Is there a need for
social collaboration? For feedback and
iteration?
If not, could develop a web application
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Q3: How Can Businesses Utilize Twitter?
Microblog—a website on which users can publish their
opinions, restricted to small amounts of text, like Twitter’s
140 characters
Microblogging enables two-way publishing, worldwide
Enables users with similar interests to find each other
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How Can Businesses Benefit from
Microblogging?
Public
relations
•Direct contact, immediate, low cost
contact with customers in mass with a
link to a website
Relationship
sales
•People look for Tweeters who offer
something they value: advice, links to
resources, and interesting and thoughtprovoking opinions
Market
research
•Product managers search Twitter traffic
to learn the “buzz” about a product
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Q4: What Are Business Applications For
User-Generated Content (UGC)?
Common types of UGC
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Common UGC Applications
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Q5: How Can Organizations Manage the
Risks of Social Networking and UserGenerated Content?
Junk and
crackpots
Dependency on
SN vendor
Mutinous
movements
Risks
Inappropriate
content
Unfavorable
reviews
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Active Review
Q1: How do organizations use information systems to
increase the value of their social capital?
Q2: How can businesses utilize Facebook?
Q3: How can businesses utilize Twitter?
Q4: What are business applications for user-generated
content (UGC)?
Q5: How can organizations manage the risks of social
networking and user-generated content (UGC)?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
CE14-24
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Copyright © 2012 Pearson Education, Inc.
Publishing as Prentice Hall