Chapter 8 - Social Media Flashcards
Social Media Information System (SMIS)
An information system that supports the sharing of content among networks of users.
Social Media (SM)
The use of information technology to support the sharing of content among networks of users. It allows people to form communities, tribes, or hives - a group of people related by a common interest.
Three SMIS Roles
- User Communities
- Social Media Sponsors
- Social Media Application Providers
The key difference of SM communities vs natural human communities.
SM communities are formed based on mutual interests and transcend familial, geographic, and organizational boundaries.
Viral Hook
Some inducement, such as a prize or other reward, for passing communications along through the tiers.
Social Media Sponsors
Companies or other organizations that choose to support a presence on one or more SM sites.
Social Media Application Providers
The companies that operate SM sites. i.e. Facebook, Twitter, LinkedIn, Google.
Two Types of SM Data
- Content Data
- Connection Data
Content Data
Data and responses to data that are contributed by users and SM sponsors.
Connection Data
Data about relationships.
Gossieaux and Moran, creators of the hyper-social organization theory, identify two kinds of communities that are important to commerce.
- Defenders of Belief
- Seekers of Truth
Defenders of Belief
Share a common belief and form their hive around that belief. When confronted with contrary evidence, they become more firmly convinced in their belief. Facilitate activities like sales and marketing. Not effective for innovation or problem solving. Form strong bonds and allegiance to an organization.
Seekers of Truth
Share a common desire to learn something, solve a problem, or make something happen. Excel at problem solving and innovation. Can be useful in customer service. No organizational bond, unless the organization demonstrates behavior that it, too, is committed to solving the community’s shared problem.
Social CRM
A dynamic, SM-based CRM process. Both organizations and customers create and process content.
Crowdsourcing
The dynamic social media process of employing users to participate in product design or product redesign.
Enterprise 2.0
Originated by Andrew McAfee. The application of social media to facilitate the cooperative work of people inside organizations. Can be used to enable users to share knowledge and problem solving techniques.
SLATES
- Search
- Links
- Authoring
- Tags
- Extensions
- Signals
Folksonomy
Content structure that has emerged from the processing of many user tags.
Capital
Defined by Karl Marx, the investment of resources for future profit. These would include investments in factories, machines, manufacturing equipment, etc.
Human Capital
The investment in human knowledge and skills for future profit.
Social Capital
According to Nan Lin, it is investment in social relations with the expectation of returns in the marketplace.
Four Ways Social Capital Adds Value
- Information
- Influence
- Social Credentials
- Personal Reinforcement
Value of Social Capital
According to Hank Flap, is determined by the number of relationships in a social network, by the strength of those relationships, and by the resources controlled by those related.
Strength Of A Relationship
The likelihood that the entity (person or other organization) in the relationship will do something that benefits the organization.
Hyper-Social Organization
Developed by Gossieaux and Moran. An organization that uses social media to transform its interactions with customers, employees, and partners into mutually satisfying relationships with them and their communities.
Four Pillars of The Hyper-Social Organization
Consumer -> Humans
Market Segments -> Tribes
Channels -> Networks
Structure & Control -> Messiness
SEAMS
- Sense
- Engage
- Activate
- Measure
- Story Tell
Key Users
Personnel trained to perform SM engagement tasks. Nonkey users submit ideas and responses to key users for publication in communities. They serve as a buffer and a filter for possible inappropriate content.
Active Lurker
Someone who reads, consumes, and observes activity in one social medium and then broadcasts it in some other medium.
Web 2.0
Web-delivered services and content that are paid for by advertising.
Pay-per-click
Revenue model in which advertisers display ads to potential customers for free and pay only when the customer clicks.
Mashups
When the output of two or more Web sites is combined into a single user experience.
Conversion Rate
Measures the frequency that someone who clicks on an ad makes a purchase, “Likes” a site, or takes some other action desired by the advertiser.
Social Media Policy
A statement that delineates employees’ rights and responsibilities with regards to SM use.
User-generated Content
Content on an organizations site that is contributed by no employee users. The essence of SM relationships.
