Chapter 8 In Class Notes Flashcards
Q1: What Is a Social Media Information
System (SMIS)? 3 areas
• Social media (SM)
– Use of information technology to support sharing of
content among networks of users
• Communities, tribes, or hives
– Group of people related by a common interest
• Social media information system (SMIS)
– An information system that supports sharing of content
among networks of users
SMIS: Three Organizational Roles
- User Community (e.g. You and your friends)
- SM Sponsor (Microsoft, Apple, Fox Lake)
- SM Application Provider ( e.g. Facebook, Twitter, Linkedln, foursquare)
Direct Marketing vs. Word of Mouth
“Direct marketing and word of mouth bring in different
customers in terms of their contribution to firm
value…”
“…marketing-induced customers add more short-term
value, but word-of-mouth customers add nearly twice
as much long-term value to the firm.”
If a social media site is interested in moving a
message through the various sub-communities (tiers)
within a site, it will often create a
viral hook
A viral hook is
an inducement or reward for passing a
message through the tiers of a social media
community
Social Media Application Providers
• Facebook, Twitter, LinkedIn, and Google create the
features and functions of the site
• Free to users
• Sponsors may or may not pay a fee
• Most earn revenue through some type of advertising
model
Five Components of SMIS
hardware, software, data, procedures, people
– Browsers and thin client applications
– Users access data, submit data, add/remove connections,
etc.
– SM sponsors contribute content using browser or custom
interfaces.
– SM application providers create custom software.
What component is this talking about?
Software
– Community users and SM sponsors process SM sites using
a variety of hardware (desktops, smartphones, iPads, etc.)
– SM application providers host community content on
servers (including cloud storage)
What component is this talking about
Hardware
2 parts of Data in SMIS
– Content: Data and responses to data that are contributed by users and SM sponsors • User posts • User replies/comments • Photos • Advertisements – Connections: Data about relationships • Who • Likes
– Software is designed to be easy to use
– Procedures on a social networking site are informal,
evolving and socially oriented (you like/poke me so I like
you back)
– Like table manners or professional courtesies, are there
norms of behavior in the online world? – It is also interesting that the social nature of social media
drives SM application providers to involve the user base
in determining appropriate procedures (privacy,
spamming, etc.)
What component is it
Procedures
– SM users, sponsors, and application providers are all
necessary to support the thriving community that is social
media
– Symbiotic relationship?
– Demand for social media savvy professionals is on the
rise in 2013 (a trend that will likely continue)
• Social media strategist/digital strategist
• Community Manager
• Blogger
• Social media marketing specialist
• Search engine marketing associate
• SEO analyst
What component is it?
People
Q2: How Do SMIS Advance
Organizational Strategy?
• We just finished talked about information systems in
the context of structured business processes
• The dynamic nature of social media requires a
different mind set
• This is not a “set it and forget it” strategy
Q2: How Do SMIS Advance Organizational Strategy? • Gossieaux and Moran (2010) – Hyper-Social Organization Theory • Two Kinds of Communities
Defenders of Belief
Seekers of the truth
Explain Defenders of Belief
- Share a common belief
- Seek conformity
- Want to convince others
- Facilitate activities like sales and marketing
- Form strong bonds and allegiance to an organization
Explain Seekers of the Truth
• Share common desire to learn something, solve a problem,
make something happen
• Seldom form a strong bond
– Organizations and customers create and process content
– Wikis, blogs, discussion lists, FAQs, user reviews and
commentary, etc.
– Each customer crafts a unique relationship with the
company
– Risk of social media for S&M is loss of credibility and bad
PR
Social CRM
user participation in product
design/re-design
Crowd sourcing
social media used to facilitate the
cooperative work of people inside organizations
Enterprise 2.0
Six characteristics of Enterprise 2.0 (Andrew McAfee)
SLATES Search Links Authoring Tags Extensions Signals
Create enterprise content via blogs, wikis,discussion groups, presentations?
What characteristic?
Authoring
People have more success searching than they do in finding from structured content.
What characteristic?
Search
Pushing enterprise content to users based on subscriptions and alerts.
What characteristic?
Signals
Using usage patters to offer enterprise content via tag processing (like the style of Pandora)
What characteristic?
Extensions
Links to enterprise resources (like on the web)
What characteristic?
Links
Flexible tagging (like delicious) results in folksonomies of enterprise content. What characteristic?
Tags
Q3: How Do SMIS Increase Social
Capital? What are the 3 types of business capital?
Physical capital
human capital
social capital
investment in factories, machines,
manufacturing equipment is what kind of capital
Physical
Investment in social relations is what kind of capital
social capital
investment in human knowledge and skills is what kind of capital
Human Capital
Social capital adds value to an organization in four
ways
Information
Influence
Social credential
Personal reinforcement
What does Social credential mean
who you know
What does Personal reinforcement mean
Position or standing in an organization or industry
What Is the Value of Social Capital?
• Social networks differ in value
• Value of social capital (Henk Flap, 1991)
– Number of relationships, strength of relationships, and
resources controlled
• Gain social capital by adding more friends and
strengthening existing relationships
• Gain by adding friends or strengthening relationships
with people who control resources that are important
to you or your organization
– Crowd sourcing
How Do Social Networks Add Value to
Businesses?
• Progressive organizations:
– Maintain a presence on Facebook, LinkedIn, Twitter, and
other SN sites.
– Include links to their social networking presence for
customers and interested parties to leave comments.
SocialCapital =
NumberRelationships ×
RelationshipStrength × EntityResources
Q4: What Roles Do SMIS Play in Hypersocial
Organization?
• Hyper-social organizations create relationships in
which both parties perceive and gain value
What is Hyper-social organization
An organization that uses social media to transform its
interactions with customers, employees, and partners
into satisfying relationships with them and their
communities
– An organization that has made the four transitions
(pillars) on the next slide
Four Pillars of Hyper-Social Organizations
Consumer to humans
Market segments to Tribes
Channels to Networks
Structure & Control to Messiness
Q4: What Roles Do SMIS Play in Hypersocial
Organization?
• Consumers Become Humans
– Consumers are skeptical of traditional messaging
strategies (heavy sales focus)
– Customers value interactions that help them to solve
problems or their unique needs.
– Social media messages are more people focused than
product focused
Q4: What Roles Do SMIS Play in Hypersocial
Organization?
• Market Segments Become?
Tribes
– Market segments have key traits and characteristics
– Companies typically adopt a segment oriented approach
to marketing efforts via “segmentation” or a list or other
data asset
– Tribes, on the other hand, have relationships for
defending beliefs or seeking the truth (something that
matters immensely to members of the tribe)
• Incentivize the behaviors that you want to encourage
Q4: What Roles Do SMIS Play in Hypersocial
Organization?
• Channels Become?
Networks
– Social media enables the forming of communities around
common interests or goals
– Online communities are much more dynamic and
cohesive than traditional marketing channels
– Channels transmit data whereas networks transmit
knowledge (Gossieaux and Moran)
• While data could be transmitted to a social network it isn’t
likely to go far without being converted into
information/knowledge
What is Information?
– Information is knowledge derived from data
– Data in a meaningful context
• Data processed by summing, ordering, averaging,
grouping, comparing, etc.
– “A difference that makes a difference”
– Where is information?
• It’s in Your Head
Q4: What Roles Do SMIS Play in Hypersocial
Organization?
• Structure and Control Becomes?
Messy
– Transition from structure process to dynamic
– Organizational messaging is no longer planned and
controlled, but evolves via a dynamic process
– Five activities will help an organization to successfully
make this transition (SEAMS)
SEAMS Dynamic Process Activities? What does seams stand for
Sense Engage Activate Measure Story Tell
SEAMS
In relationships. Talk with, not to, community members (customers employees, partners)
Engage
SEAMS
Success in terms of social capital
Measure
SEAMS
Publicize community success. Take a backseat role to the community.
Story Tell
SEAMS
Important communities. What they do, where they hang out, what they care about, how your organization can relate to them.
Sense
SEAMS
In relationships. Talk with, not to, community members (customers, employees, partners).
Engage
SMIS and SEAMS Activities
• Sense Activities
– Two Functions
- Determining what the communities you care about are saying about you. like what is the strength of your brand. and are existing marketing efforts resulting in the kinds of conversations that had been hoped for.
- • Identifying the structure, goals, and dynamic of
communities with which you want to relate
– Structure, key contributors, goals and objectives,
willingness to engage on issues of importance to the
company
the close study of online
communities, using techniques derived from
sociology and anthropology. employs techniques like interviews, focus groups,
and participant-observation in online communities to
get a more detailed sense of how users actually
interact in cyberspaces. (culturalpolitics.net)
Cyber ethnography
• A loose grouping of capabilities, technologies, business
models, and philosophies
• No traditional marketing or announcement of product
releases. New features are released and users spread
the news…via viral marketing
- encourages mashups
- more about participation than it is about publishing
Web 2.0
The value of a web 2.0 business increases with
users and traffic
Q4: How Do Organizations Use Web 2.0?
Software as a free service
frequent releases of thin client applications
business model relies on advertising or other revenue
viral marketing
product value increases with use and users
organic interfaces mashups encouraged
participation
some rights reserved
How Can Businesses Benefit from Web
2.0?
• Advertising – Adwords and Adsense • Mashups • Mashing content of multiple products – Publishers are leading the charge here with content syndication
Q6: How Can Organizations Manage the
Risks of Social Media and Web 2.0
Applications? (Publish Social Media Policy)
• Six guiding principles to employees:
- Stick to your area of expertise.
- Post meaningful, respectful comments.
- Pause and think before posting
- Respect proprietary information and content, and
confidentiality. - When disagreeing with others, keep it appropriate and polite.
- Know and follow company code of conduct and privacy
policy.
Managing the Risk of User Generated
Content (UGC). What are the major UGC problems? 4 of them
– Junk and crackpot contributions
– Inappropriate content
– Unfavorable reviews
– Mutinous movements
What does UGC stand for
User Generated Content
Responding to Social Networking
Problems. 3 things to do
- Leave it
- Respond to it
- Delete it
Q7: 2022?
• GPS devices in consumer products?
• How to harness employee social behavior and
partners to foster company strategy
• Employees craft their own relationships with their
employers
• Employers provide endoskeleton to support work of
people on the exterior
Guide: Blending the Personal and
the Professional
- Employees sharing personal information socially
- Technology blurs line between work life and home life
- Work is portable and always on
- You need to be more careful about what you say
- Work networks are not social networks
Six-degree theory
You are connected to everyone on the planet by no
more than six degrees of separation
