Exam 4: Chapter 9- Social Computing Flashcards
The World Wide Web first appeared in what year? What was the first generation of the web?
1990; Web 1.0
What were the two key developments of Web 1.0?
- Creation of websites
- The commercialization of the Web
T or F: Users typically had minimal interaction with Web 1.0 sites. Rather, they passively received information from those sites.
True
a loose collection of information technologies and applications, plus the websites that use them; the websites enrich the user experience by encouraging user participation, social interaction, and collaboration
Web 2.0
What is the difference between Web 1.0 and Web 2.0?
Web 2.0 sites are not so much online places to visit (like Web 1.0). They are Web locations that facilitate information sharing, user-centered design, and collaboration.
What are the 5 Web 2.0 information technology tools?
- Tagging
- Really Simple Syndication
- Blogs
- Microblogs
- Wikis
What are the two major types of Web 2.0 sites?
- Social Networking Sites
- Mashups
a key word/term that describes a piece of information (ex: a blog, a picture, an article, or a video clip); users typically choose _____ that are meaningful to them.
tags
Tagging allows users to place information in multiple, _________ associations rather than in ______ categories.
overlapping; rigid
Tagging is the basis of __________.
folksonomies
user-generated classifications that use tags to categorize and retrieve Web pages, photos, videos, and other Web content.
folksonomies
One specific form of tagging → _________: tagging information on maps.
geotagging
a Web 2.0 feature that allows you to receive the information you want (customized information), when you want it, without having to surf thousands of websites.
Really Simple Syndication (RSS)
T or F: Most browsers have built-in RSS readers
True
a personal website, open to the public, in which the site creator expresses his or her feelings/opinions via a series of chronological entries.
weblog (or blog for short)
people who create and maintain blogs; write stories, convey news, and provide links to other articles/websites that are of interest to them.
bloggers
term for the millions of blogs on the Web.
blogosphere
Many companies listen to consumers in the blogosphere who express their views on the companies’ products. Marketers refer to these views as:
consumer-generated data
T or F: Blogs often provide incredibly useful information, often before the info becomes available in traditional media outlets (ex: television, newspapers).
True
What is the primary value of blogs? What is the disadvantage of thise?
- their ability to bring current, breaking news to the public in the fastest time possible. (They have transformed the ways in which people gather and consume information)
- Bloggers sometimes cut corners, and they can be inaccurate
a form of blogging that allows users to write short messages (or capture an image or embedded video) and publish them.
microblogging
Content of a microblog differs from a blog because of the
limited space per message (usually up to 140 characters)
What is a popular microblogging service?
Microblogging is very popular in what country?
What is the most popular microblogging service in that country?
China; Weibo
a website made up entirely of content posted by users.
wiki
Wikis have an “edit” link on each page that allows any user to add, change, or delete material, which fosters __________ _____________.
easy collaboration
T or F: Wikis take advantage of the combined input of many individuals.
True
What is the largest existing wiki?
Wikipedia
Why are wikis valuable to organizations? (2 things)
- enable companies to collaborate with customers, suppliers, and other business partners on projects.
- valuable in knowledge management.
a social structure composed of individuals, groups, or organizations linked by values, visions, ideas, financial exchange, friendship, kinship, conflict, or trade.
social network
A social network can be described as a map of all relevant links or connections among the network’s members. For each individual member, that map is his/her ______ ______. (term coined by Mark Zuckerberg; Facebook)
social graph
activities performed using social software tools (ex: blogging) or social networking features (ex: media sharing); allows convenient connections to those of similar interest.
social networking
the number of connections a person has within and between social networks.
social capital
Participants who post on social networking sites tend to reveal a great deal of personal information. As a result, if they are not careful, their information could be _______.
stolen
T or F: Social networking sites collect small amount of data.
False– they collect a MASSIVE amount of data (some of it uploaded by their users and some generated from monitoring user activity on the sites)
Platforms pay the most attention to what two metrics?
- the number of unique visitors to their websites
- the length of time that each visitor spends on the sites
the process of keeping users on websites as long as possible. This content is often sensationalized. This means that the more sensational the content, the greater number of people who will read/watch it.
engagement
What are 3 serious issues associated with social media platforms?
- False Information (like fake news and deep fakes)
- Psychological measures used to keep visitors on their sites longers (like randomly scheduled rewards, doom scrolling, and infinite scroll)
- Third-party entities (bots, trolls, cyborgs)
What are the two kinds of fake news?
- Content that’s entirely untrue
- Content that has some truth but is not totally accurate
What are four strategies you can use to identify fake news?
- Consider the source of your content.
- Ready beyond the headline.
- Check the date.
- Check the facts.
videos that have been digitally created with A.I. to make it appear something happened that did not; an emerging threat because improvements in video editing software make it possible for bad actors to create increasingly realistic footage.
deep fakes
T or F: Deep fakes are expensive and difficult to create. However, advancing technologies are making them easier, faster, and less expensive to create.
True
videos that have been altered with more basic techniques, such as slowing down or speeding up footage or cutting and splicing it. Because they are easy and inexpensive to create, they are dangerous as well.
shallowfakes (cheap fakes)
a design technique that loads content continuously as the user scrolls down the page, eliminating the need to keep clicking to load additional content.
infinite scroll
an infinite scroll of bad news.
doom scrolling
a strategy in which the platforms give visitors a “reward” at irregular intervals because someone liked a post or a photo they uploaded, or sent them a text, or retweeted one of their tweets, etc. When a visitor receives a reward, his or her brain releases a neurotransmitter called dopamine. Dopamine creates feelings of pleasure which motivates a visitor to repeat behaviors such as continuing to click on links or continuing to scroll.
randomly scheduled rewards
The _________ and ________ of the rewards are what makes these platforms so addictive.
irregularity; unpredictability
A variety of entities use an assortment of methods to spread their agendas around the world via social media. These methods include what three things?
- Social bots
- Cyborgs
- Troll factories
a type of chatbot that automatically produces content on social media.
content can be either in support of or in opposition to campaigns, brands, politicians, and issues
social bots
Some social bots are programmed to follow people, resulting in millions of _____ ______.
fake followers
Marketing agencies, governments, political parties, publicity managers, and other entities pay humans to create hundreds of fake accounts, operated by bots, that disseminate ambiguous or false information to influence and manipulate public opinion on social media, especially Facebook and Twitter. The humans and the bots they create are called:
cyborgs
T or F: Although it is not ethical or legal to use cyborgs to manipulate public opinion, the practice is widespread around the world.
True
a person who intentionally initiates online conflict or offends other users to distract or create divisions by posting inflammatory or off-topic posts in an online community or on a social media platform. The goal is to provoke others and derail discussions.
troll
a group of Internet trolls who interfere with the political process in various countries.
troll farm
Business-oriented social networks can be public, such as LinkedIn.
However, an increasing number of companies have created in-house, private social networks for their employees, former employees, business partners, and/or customers. Such networks are “behind the firewall” and are often referred to as:
corporate social networks.
Corporate social networks are used for many processes, including what 5 things?
- Networking and community building, both inside and outside an organization
- Social collaboration
- Social publishing
- Social views and feedback
- Social intelligence and social analytics
Monitoring, analyzing, and interpreting conversations, interactions, and associations among people, topics, and ideas to gain insights; is useful for examining relationships and work patterns of individuals and groups and for discovering people and expertise.
social intelligence and social analytics
a website that takes different content from a number of other websites and mixes them together to create a new kind of content. (Ex: Craigslist, Everyblock.com)
mashups
What was the start of mashups?
The launch of Google Maps
the delivery of electronic commerce activities and transactions through social computing; supports social interactions and other contributions, allowing customers to participate actively in the marketing and selling of products and services in online marketplaces and communities.
Social computing in business, or social commerce
What are the benefits of social commerce to customers? (4)
- Better and faster vendor responses to complaints
- Customers can assist other customers (ex: in online forums)
- Customers’ expectations can be met more fully and quickly
- Customers can easily search, link, chat, and buy while staying on a social network’s page
What are the benefits of social commerce to businesses? (9)
- Can test new products and ideas quickly and inexpensively
- Learn a lot about their customers
- Identify problems quickly and alleviate customer anger
- Learn about customer’s experiences via rapid feedback
- Increase sales when customers discuss products positively on social networking sites
- Create more effective marketing campaigns and brand awareness
- Use low-cost user-generated content, for example, in marketing campaigns
- Obtain free advertising through viral marketing
- Identify and reward influential brand advocates
What are the risks of social commerce? (9)
- Negative reviews/feedback
- 20-80 rule of thumb
- Information security concerns
- Invasion of privacy
- Violation of intellectual property and copyright
- Employees’ reluctance to participate
- Data leakage of personal information/ corporate strategic information
- Poor or biased quality of users’ generated content
- Cyberbullying/cyberstalking and employee harassment
an economic model based on sharing, swapping, trading, or renting products and services, enabling access over ownership. (is a very old concept)
The premise of this is that having access to goods and services is more important than owning them. This new model is transforming social, economic, and environmental practices.
collaborative consumption
users sell the extra power generated from their solar panels back to the utility company’s grid to help power someone else’s home.
collaborative production
the practice of funding a project by raising money from a large number of people, typically via the Internet
crowdfunding
the practice of lending money to unrelated individuals without using a traditional financial institution such as a bank.
peer-to-peer lending
What is the greatest concern of the collaborative consumption model?
Trust
What are 4 advantages of the collaborative consumption model?
- Self-management, variety, and flexibility from setting ur own schedule
- can be beneficial for part-time workers, young people such as students, the unemployed, stay at home parents, and retired persons.
- Allows people to share their underused assets and earn income.
- Has positive environmental impacts
What are 4 disadvantages of the collaborative consumption model?
- The pay may be less than expected
- Participants have no basic employee benefits or protections
- They don’t have the right to organize into a union
- They also don’t have the right to due process should a service remove them from its platform.
a method of electronic commerce that takes all of the key aspects of social networks– friends, groups, voting, comments, discussions, reviews, and others– and focuses them on shopping. Social shopping helps shoppers connect with one another based on taste, location, age, gender, and other selected attributes.
social shopping
What 3 things are usually available in social shopping? What are the 4 sources these come from?
- Ratings, Reviews, and Recommendations
1. Customer ratings and reviews
2. Expert ratings and reviews
3. Sponsored reviews
4. Conversational marketing
a result of a personalized search where a website algorithm predicts (makes recommendations) what information or product a user would like based on user location and past searches on the website.
filter bubble
______ _______ websites offer major discounts or special deals during a short time frame; is closely associated with special deals (flash sales); Individuals can shop together virtually in real time.
group shopping
act as online intermediaries that harness the power of social networks for introducing, buying, and selling products and services. It helps members market their own creations.
social marketplaces
the process of building profitable customer relationships by creating value for customers and capturing value in return.
marketing
advertising formats that make use of the social context of the user viewing the ad; is the first form of advertising to leverage forms of social influence such as peer pressure and friend recommendations and likes.
social advertising
Most ads in social commerce consist of branded content paid for by advertisers. These ads belong to two major categories:
- Social advertisements
- Social apps
ads placed in paid-for media space on social media networks.
social advertisements
branded online applications that support social interactions and user contributions (e.g., Nike+).
social apps
viral marketing is _____ ___ _______ advertising.
word-of-mouth
a sales pitch that fits into the flow of the information being shown. Many publishers view this as risky because it has the potential to erode the public’s trust.
native advertising
Traditionally, marketing professionals used ________ compiled by market research firms as one of their primary tools to identify and target potential customers. → was time consuming and costly bc they had to ask potential customers to provide it.
demographics
What is one of the most powerful marketing methods?
Word-of-mouth advertising
Companies are utilizing social computing tools to obtain feedback from customers. This trend is referred to as _______ _________.
conversational marketing
Social computing not only generates ______ and ______ results then traditional focus groups but also fosters closer _________ __________.
faster; cheaper; customer relationships
T or F: Customer activities on social networking sites generate huge amounts of data that must be analyzed, so that management can conduct better marketing campaigns and improve their product design/service offerings.
True
The monitoring, collection, and analysis of socially generated data, and the resultant strategic decisions are combined in a process known as _______ _______.
social intelligence (or social listening)
T or F: Because of social computing, retailers are now incredibly empowered.
False– CUSTOMERS are now incredibly empowered.
Human resource (HR) departments in many organizations use social computing applications outside their organizations (________) and inside their organizations (________ ________).
recruiting; employee development
how new employees acquire the necessary knowledge, skills, and behaviors to become effective members of the organization.
onboarding
As HR managers learn more about employees’ skills, expertise, and passions through such tools, they can better _________ them, thereby helping them become more _______ and ________ about their work
motivate; engaged; excited
Another area of employee development is ________. A large percentage of the time and expense of employee education and learning management can be minimized by utilizing _______ and interactive social learning tools → helps create connections among learners, instructors, and info.
training; e-learning
the fastest, least expensive, and most efficient method to connect employers with potential employees
job sites (ex: LinkedIn)
T or F: The most important secret to making online job search sites work for you is to use them carefully.
True
T or F: For finding a job, it is critical to extend most of your efforts beyond an online search.
True
What is the “equation” for value?
Social behavior + information systems = value
What is the good news of social computing?
- there are all kinds of applications
- huge benefits for marketing and H.R.
What is the bad news of social computing?
the fake news, deep fakes, doom scrolling, psychological measures
