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