The Social Internet

Question 1

Technology and society are interrelated and complementary.

Society and technology evolve simultaneously and challenge one another in terms of the wants, needs and expectations of the individuals and the technological trends.

Answer 1

On the one hand, the society uses technology in an intentional and conscious manner to become more efficient: sending a brief email instead of a homing pigeon.

On the other hand, technology shapes society in an implicit and unconscious manner.

Question 2

The Key Characteristics of Social Media:

1. Online Network Communications

Web 1.0:
refers to the first stage of the World Wide Web that provided static websites with no interactive content;

had controlled, fixed and robust manners of sending, exchanging and receiving information;

characterised by corporate or personal websites controlled entirely by the entities;

characterised by taxonomy in the sense that all websites were categorised according to general topics.

Answer 2

Web 2.0:

refers to the World Wide Web websites that emphasise user generated content since 1999;

characterised by platforms and arenas in which everyone could create content and interact with each other;

advanced through personal websites and personal blogs;

introduced search engine optimisation through the emergence of Google in 1998;

use of folksonomy which would enable Internet users to further categorise websites through tags electronic tags.

Web 3.0:
is a greater extension of Web 2.0, also called ‘the intelligent Web’ because of the increased personalisation and customised targeting of the users.

Question 3

2. From Push to Pull Interactivity and Intelligence

3. From Customer as Target to Customer as Partner due to the Culture of Participation

Answer 3

4. Anthropocentric Marketing

Question 4

Types of Relationships with Brands

Answer 4

Casual friendships: a brand of crisps one day, a new one another day;

Best friends: using the same brand of perfume for a prolonged period of time;

Rebound: trading Davidoff for Celebration Sweets;

Dependency relationship: Sunny and Heinz Ketchup;

Secret affair: MAC lover secretly using Maybelline products

Question 5

Social media are…

the online means of communication, conveyance, collaboration and cultivation amongst interconnected and interdependent networks of people, communities, and organisations enhanced by technological capabilities and mobility.

Answer 5

Social media marketing is …

business use of selectedsocial media channels to understand customers and
to engage them in communication and
collaboration in ways that lead to the achievement
of ultimate marketing and business goals