Chapter 10 Flashcards
social media
Content that is created, shared, and commented on by a broader community of users.
peer production
When users work, often collaboratively, to create content and provide services.
collaborative consumption
When participants share access to products and services rather than having ownership. Shared resources can be owned by a central service provider (e.g., Zipcar) or provided by a community that pools available resources (e.g., Airbnb, Uber).
Web 2.0
A term broadly referring to Internet services that foster collaboration and information sharing; characteristics that distinctly set “Web 2.0” efforts apart from the static, transaction-oriented Web sites of “Web 1.0.” The term is often applied to websites and Internet services that foster social media or other sorts of peer production.
wiki
A website that can be modified by anyone, from directly within a web browser (provided that user is granted edit access).
trackbacks
Links in a blog post that refer readers back to cited sources. Trackbacks allow a blogger to see which and how many other bloggers are referring to their content. A “trackback” field is supported by most blog software, and while it’s not required to enter a trackback when citing another post, it’s considered good “netiquette” to do so.
hashtags
A method for organizing tweets where keywords are preceded by the # character.
griefers
Internet vandals and mischief makers; also sometimes referred to as trolls.
embassy
In the context of social media, an established online presence where customers can reach and interact with the firm. An effective embassy approach uses a consistent firm name in all its social media properties.
inbound marketing
Leveraging online channels to draw consumers to the firm with compelling content rather than conventional forms of promotion such as advertising, e-mail marketing, traditional mailings, and sales calls.
owned media
Communication channels that an organization controls. These can include firm-run blogs, websites, apps, and organization accounts on social media such as Twitter, Facebook, Pinterest, YouTube, and Instagram.
long tail
In this context, refers to an extremely large selection of content or products. The long tail is a phenomenon whereby firms can make money by offering a near-limitless selection.
APIs
Programming hooks, or guidelines, published by firms that tell other programs how to get a service to perform a task such as send or receive data. For example, Amazon.com provides APIs to let developers write their own applications and websites that can send the firm orders.
prediction market
Polling a diverse crowd and aggregating opinions in order to form a forecast of an eventual outcome.
online reputation management
The process of tracking and responding to online mentions of a product, organization, or individual. Services supporting online reputation management range from free Google Alerts to more sophisticated services that blend computer-based and human monitoring of multiple media channels.
crowdsourcing
The act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call.
roll back
The ability to revert a wiki page to a prior version. This is useful for restoring earlier work in the event of a posting error, inaccuracy, or vandalism.
social networks
An online community that allows users to establish a personal profile and communicate with others. Large public social networks include Facebook, LinkedIn, Google+, and Pinterest.
astroturfing
Engineering the posting of positive comments and reviews of a firm’s product and services (or negative ones of a firm’s competitors). Many ratings sites will penalize firms that offer incentives for positive feedback posts.
paid media
Refers to efforts where an organization pays to leverage a channel or promote a message. Paid media efforts include things such as advertisement and sponsorships.
viral
In this context, information or applications that spread rapidly between users.
neutral point of view (NPOV)
An editorial style that is free of bias and opinion. Wikipedia norms dictate that all articles must be written in NPOV.
blog rolls
A list of a blogger’s favorite blogs. While not all blogs include blog rolls, those that do are often displayed on the right or left column of a blog’s main page.
earned media
Promotions that are not paid for or owned but rather grow organically from customer efforts or other favorable publicity. Social media, word of mouth, and unsolicited positive press mentions are all examples of earned media.
