Ch.8 Web 2.0 and Social Media

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Transcript Ch.8 Web 2.0 and Social Media 

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
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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
XML) technologies
• social media
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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.
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Html & XML
[HTML 파일]
<html>
<head>
<title>Name</title>
</head>
<body>
<p>홍길동<p>
</body>
</html>
[XML 파일]
<name>
<first>홍</first>
<last>길동</last>
</name>
XML is used to make the data structured
Figure 8.7 The emergence and rise of mass social media
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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
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Social network analysis (SNA)
• SNA is the mapping and measuring of relationships
and flows between people, groups, organizations,
computers, or other information or knowledge
processing entities
Figure 8.9. Increase in
time spent on social
networking services,
March 2008--2010
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Figure 8.10. Unique visitors to U.S. social networks, 20082010 (Data source: Nielsen, 2010)
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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
compromise people’s safety or make them targets for blackmail.
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More problems with SNS
• A
Time for activities in internet
Change and Trend
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
employees, consultants and company partners
– Advertise and build brand awareness, e.g., BlendTec on
Youtube.com
• Business use of Web 2.0 technologies:
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Recruiting and professional networking
Marketing, promotion, and sales
Internal collaboration and communication
Supply chain management 2.0
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8.5 Web and Social Media Future
Characteristics of Web 3.0:
Web 3.0 = (4C + P + VS)
where
3C = Content, Commerce,
Community
4th C = Context
P = Personalization
VS = Vertical Search
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Web 3.0 characteristics
• Semantic Web (book <-> customer)
• Artificial intelligence (AI)
• Mobility
• Barriers
– closed data sources
– incompatible data structures and format
– fractured Web
– lack of Net Neutrality
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Crowdsourcing at Starbucks: Embracing
Customers
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
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