lecture 13 Flashcards
what is social media?
- broad > all mediated interaction
- narrow > internet-bases built upon 2.0 web technologies
what 7 building blocks can social media be devided into?
- indentity
- sharing
- conversations
- presence
- relationships
- reputations
- groups
what is identity about?
the extend to which users reveal their identity and present themselves. this is creating an online identity
what is objective identifiers?
all the information available (‘he is a teacher.)
what is subjective identifiers?
all the information a person derives from pictures ect. (‘he seem extravert.)
in what 3 ways is building an identity important for organizations?
- self promotion > socail media offers ways to create online identity
- personalized advertising > information given on social media by individuals makes this possible
- brand ambassadors / influencers > using other people to be the image of the organization
what is sharing about?
creation, exchange and editing of content
how is sharing important for organizations?
- co-creation and innovation > working together with customers to create products
- crows can be used for > contests, complementors, communities
what are conversations about?
users communicating with one-another, it lacks of certain cues:
- non-verbal cues
- anonymity > more online
- synchronicity > less online
why is conversation important for organization?
- knowledge sharing
- viral marketing
- monitoring
what is presence about?
social media allows to know who is accessible when (blauwe vinkjes vb)
why is presence important to organizations?
- shared agenda/ workspace
- location-based work
- location- based marketing
what are relationships about?
the associations part of social media, network of connections
why is a social network analysis powerful for an organization?
- networking and self-promoting
- customer identification
- socail capital creation
what is reputation about>
identifying thestatus of other people and things
enables:
- expertise
- knewledge and reputation
- user-generated information that signals trust
- reputation of people and content
why is reputation important for organizations?
- identifying experts in organizations
- identifying key customers
what are groups about?
people creating communities and groups
why are groups important to organizations?
- knowledge sharing across organizations
- knowledge sharing without organizations
- customer and brand communities
what 2 important communication processes may social media support?
- work oriented social media > intrumental use
- socially oriented social media > expressive use
what blocks does the instrumental use of social media relate to?
- indentity
- conversations
- presence
- reputation
- groups
what blocks does the expressive use of social media relate to?
- sharing
- conversations
- relationships
