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IS 4410 > Chapter 8 In Class Notes > Flashcards

Chapter 8 In Class Notes Flashcards

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1
Q

Q1: What Is a Social Media Information

System (SMIS)? 3 areas

A

• 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

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2
Q

SMIS: Three Organizational Roles

A
  1. User Community (e.g. You and your friends)
  2. SM Sponsor (Microsoft, Apple, Fox Lake)
  3. SM Application Provider ( e.g. Facebook, Twitter, Linkedln, foursquare)
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3
Q

Direct Marketing vs. Word of Mouth

A

“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.”

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4
Q

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

A

viral hook

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5
Q

A viral hook is

A

an inducement or reward for passing a
message through the tiers of a social media
community

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6
Q

Social Media Application Providers

A

• 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

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7
Q

Five Components of SMIS

A

hardware, software, data, procedures, people

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8
Q

– 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?

A

Software

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9
Q

– 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

A

Hardware

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10
Q

2 parts of Data in SMIS

A 
– 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
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11
Q

– 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

A

Procedures

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12
Q

– 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?

A

People

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13
Q

Q2: How Do SMIS Advance

Organizational Strategy?

A

• 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

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14
Q 
Q2: How Do SMIS Advance
Organizational Strategy?
• Gossieaux and Moran (2010)
– Hyper-Social Organization Theory
• Two Kinds of Communities
A

Defenders of Belief

Seekers of the truth

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15
Q

Explain Defenders of Belief

A
  • Share a common belief
  • Seek conformity
  • Want to convince others
  • Facilitate activities like sales and marketing
  • Form strong bonds and allegiance to an organization
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16
Q

Explain Seekers of the Truth

A

• Share common desire to learn something, solve a problem,
make something happen
• Seldom form a strong bond

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17
Q

– 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

A

Social CRM

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18
Q

user participation in product

design/re-design

A

Crowd sourcing

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19
Q

social media used to facilitate the

cooperative work of people inside organizations

A

Enterprise 2.0

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20
Q

Six characteristics of Enterprise 2.0 (Andrew McAfee)

A 
SLATES
Search
Links
Authoring
Tags
Extensions
Signals
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21
Q

Create enterprise content via blogs, wikis,discussion groups, presentations?
What characteristic?

A

Authoring

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22
Q

People have more success searching than they do in finding from structured content.
What characteristic?

A

Search

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23
Q

Pushing enterprise content to users based on subscriptions and alerts.
What characteristic?

A

Signals

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24
Q

Using usage patters to offer enterprise content via tag processing (like the style of Pandora)
What characteristic?

A

Extensions

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25
Links to enterprise resources (like on the web) | What characteristic?
Links
26
``` Flexible tagging (like delicious) results in folksonomies of enterprise content. What characteristic? ```
Tags
27
Q3: How Do SMIS Increase Social | Capital? What are the 3 types of business capital?
Physical capital human capital social capital
28
investment in factories, machines, | manufacturing equipment is what kind of capital
Physical
29
Investment in social relations is what kind of capital
social capital
30
investment in human knowledge and skills is what kind of capital
Human Capital
31
Social capital adds value to an organization in four | ways
Information Influence Social credential Personal reinforcement
32
What does Social credential mean
who you know
33
What does Personal reinforcement mean
Position or standing in an organization or industry
34
What Is the Value of Social Capital?
• Social networks differ in value • Value of social capital (Henk Flap, 1991) – Number of relationships, strength of relationships, and resources controlled • Gain social capital by adding more friends and strengthening existing relationships • Gain by adding friends or strengthening relationships with people who control resources that are important to you or your organization – Crowd sourcing
35
How Do Social Networks Add Value to | Businesses?
• Progressive organizations: – Maintain a presence on Facebook, LinkedIn, Twitter, and other SN sites. – Include links to their social networking presence for customers and interested parties to leave comments.
36
SocialCapital =
NumberRelationships × | RelationshipStrength × EntityResources
37
Q4: What Roles Do SMIS Play in Hypersocial | Organization?
• Hyper-social organizations create relationships in | which both parties perceive and gain value
38
What is Hyper-social organization
An organization that uses social media to transform its interactions with customers, employees, and partners into satisfying relationships with them and their communities – An organization that has made the four transitions (pillars) on the next slide
39
Four Pillars of Hyper-Social Organizations
Consumer to humans Market segments to Tribes Channels to Networks Structure & Control to Messiness
40
Q4: What Roles Do SMIS Play in Hypersocial | Organization?
• Consumers Become Humans – Consumers are skeptical of traditional messaging strategies (heavy sales focus) – Customers value interactions that help them to solve problems or their unique needs. – Social media messages are more people focused than product focused
41
Q4: What Roles Do SMIS Play in Hypersocial Organization? • Market Segments Become?
Tribes – Market segments have key traits and characteristics – Companies typically adopt a segment oriented approach to marketing efforts via “segmentation” or a list or other data asset – Tribes, on the other hand, have relationships for defending beliefs or seeking the truth (something that matters immensely to members of the tribe) • Incentivize the behaviors that you want to encourage
42
Q4: What Roles Do SMIS Play in Hypersocial Organization? • Channels Become?
Networks – Social media enables the forming of communities around common interests or goals – Online communities are much more dynamic and cohesive than traditional marketing channels – Channels transmit data whereas networks transmit knowledge (Gossieaux and Moran) • While data could be transmitted to a social network it isn’t likely to go far without being converted into information/knowledge
43
What is Information?
– Information is knowledge derived from data – Data in a meaningful context • Data processed by summing, ordering, averaging, grouping, comparing, etc. – “A difference that makes a difference” – Where is information? • It’s in Your Head
44
Q4: What Roles Do SMIS Play in Hypersocial Organization? • Structure and Control Becomes?
Messy – Transition from structure process to dynamic – Organizational messaging is no longer planned and controlled, but evolves via a dynamic process – Five activities will help an organization to successfully make this transition (SEAMS)
45
SEAMS Dynamic Process Activities? What does seams stand for
``` Sense Engage Activate Measure Story Tell ```
46
SEAMS | In relationships. Talk with, not to, community members (customers employees, partners)
Engage
47
SEAMS | Success in terms of social capital
Measure
48
SEAMS | Publicize community success. Take a backseat role to the community.
Story Tell
49
SEAMS Important communities. What they do, where they hang out, what they care about, how your organization can relate to them.
Sense
50
SEAMS | In relationships. Talk with, not to, community members (customers, employees, partners).
Engage
51
SMIS and SEAMS Activities • Sense Activities – Two Functions
1. Determining what the communities you care about are saying about you. like what is the strength of your brand. and are existing marketing efforts resulting in the kinds of conversations that had been hoped for. 2. • Identifying the structure, goals, and dynamic of communities with which you want to relate – Structure, key contributors, goals and objectives, willingness to engage on issues of importance to the company
52
the close study of online communities, using techniques derived from sociology and anthropology. employs techniques like interviews, focus groups, and participant-observation in online communities to get a more detailed sense of how users actually interact in cyberspaces. (culturalpolitics.net)
Cyber ethnography
53
• A loose grouping of capabilities, technologies, business models, and philosophies • No traditional marketing or announcement of product releases. New features are released and users spread the news…via viral marketing - encourages mashups - more about participation than it is about publishing
Web 2.0
54
The value of a web 2.0 business increases with
users and traffic
55
Q4: How Do Organizations Use Web 2.0?
Software as a free service frequent releases of thin client applications business model relies on advertising or other revenue viral marketing product value increases with use and users organic interfaces mashups encouraged participation some rights reserved
56
How Can Businesses Benefit from Web | 2.0?
``` • Advertising – Adwords and Adsense • Mashups • Mashing content of multiple products – Publishers are leading the charge here with content syndication ```
57
Q6: How Can Organizations Manage the Risks of Social Media and Web 2.0 Applications? (Publish Social Media Policy) • Six guiding principles to employees:
1. Stick to your area of expertise. 2. Post meaningful, respectful comments. 3. Pause and think before posting 4. Respect proprietary information and content, and confidentiality. 5. When disagreeing with others, keep it appropriate and polite. 6. Know and follow company code of conduct and privacy policy.
58
Managing the Risk of User Generated | Content (UGC). What are the major UGC problems? 4 of them
– Junk and crackpot contributions – Inappropriate content – Unfavorable reviews – Mutinous movements
59
What does UGC stand for
User Generated Content
60
Responding to Social Networking | Problems. 3 things to do
* Leave it * Respond to it * Delete it
61
Q7: 2022?
• GPS devices in consumer products? • How to harness employee social behavior and partners to foster company strategy • Employees craft their own relationships with their employers • Employers provide endoskeleton to support work of people on the exterior
62
Guide: Blending the Personal and | the Professional
* Employees sharing personal information socially * Technology blurs line between work life and home life * Work is portable and always on * You need to be more careful about what you say * Work networks are not social networks
63
Six-degree theory
You are connected to everyone on the planet by no | more than six degrees of separation

IS 4410 (14 decks)

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