MGCR 331 Chapter Notes - Chapter 7: Reputation Management, System Call, Web Browser
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Chapter 7: Social Media, Peer Production, and Web 2.0
- web 2.0: the internet services that are targeted at harnessing the power of
the Internet to empower users to collaborate, create resources, and share
information in a distinctly different way than the static Web sites and
transaction-focused storefronts that characterized so many failures in the
- social media: technologies that support the creation of user-generated
content, as well as content editing, commenting, curation, and sharing.
o Coincided with the rise of mobile computing
- Peer production: when users collaborate to create content, products, and
- See diagram in book Web 1.0 vs Web 2.0
- Blogs: web logs --- emerged a decade ago as a medium for posting online
- Key features of blogs (know/common sense)
- Benefits of blogs for corporations
o Immediate and unfiltered distribution of their ideas w/ no limits
o Immediate feedback from readers
o Directly to the public
- Most mainstream news outlets use blogs
- Downsides of blogging
o Hothouse for spam and the disgruntled
o Employee blogging difficult to control
o Public postings can “live forever”
- Wiki: a website anyone can edit directly within a Web browser
- Available both as software that firms can install on their computers and as
hosted online services (subscription or ad-supported)
- Key features
o All changes are attributed
o Revision history is maintained
o Automatic notification and monitoring of updates
o All pages are searchable
o Specific pages can be classified under an organized tagging scheme
- Some organizations employ wikimasters
- Trolls/griefers and partisans regularly alter pages , but usually recognized in
seconds and changes on Wikipedia
- Firms need to keep their eyes on wikis
- Version tracking – wiki sees all – firms that overreach and try to influence an
entry outside of Wikipedia’s mandated neutral point of view risk a backlash
and public exposure.
- Social networks: online communities that allow users to establish a
personal profile and communicate with others.
- Hundreds of firms have established pages on FB and LinkedIN – legitimate
customer-and-client engagement platforms.
- Firms have also created internal social networks or can buy through a third-
part (EG SelectMinds and LiveWorld)
- Twitter: a microblogging service (140 character messages)
- A problem occurred when users didn’t visit twitter, went to third party sites
to get their tweets b/c twitter made its data available to developers via
application programming interface.
- RSS: a method of broadcasting data to users who subscribe to a feed
- Folksonomies: keyword-based classification systems created by user
communities as they generate and review content. Tags, hashtags, etc.
- Mash-ups: combinations of two or more technologies or data feeds into a
single, integrated tool. EG Google’s mapping tools.
o Made easy by a tagging system call XML.
- Wisdom of crowds + prediction market
o Criteria for a crowd to be smart
- Crowdsourcing: the act of taking a job traditionally performed by an
employee and outsourcing it to an undefined generally large group of people
in the form of an open call.
- Social media will impact a firm whether it decides to engage online or not.
- SMART: the social media awareness and response team. A group tasked with
creating policies and providing support, trainng, guidance, and development
expertise for and monitoring of a firm’s social media efforts.
- A firm’s social media policy needs to be short, simple, and clear.
- Should emphasize:
o [reputation is at stake]
- firm needs to treat social media engagement as a key corporate function –
100% of the time committed
- acting as a fake person online --- astroturfing: posing as someone (eg as a
plastic surgeon patient on a firm’s website)--- keep the ethical bar HIGH.
- Concern over managing a firm’s online image has led rise to the industry of
online reputation management: firms in this field track everything to do
with a firm online and whether the trends are positive or negative.
- Should monitor both outside and inside a firm
- Many firms take an embassy approach, establishing presence at various
services wth a consistent name
o EG facebook.com/starbucks
o Link to these pages on corporate websties, etc.
- Considered bad practice to outsource social media presence management to
a third-party agency – voice should come from the firm / employees
- Having an effective social media presence offers:
o A megaphone for outbound communication
o A magnet drawing communities inward for conversation
o Allows for monitoring and mediation of existing conversations
- Firms should “war game” possible social media crises
Chapter 7: social media, peer production, and web 2. 0. Social media: technologies that support the creation of user-generated content, as well as content editing, commenting, curation, and sharing: coincided with the rise of mobile computing. Peer production: when users collaborate to create content, products, and services. See diagram in book web 1. 0 vs web 2. 0. Blogs: web logs --- emerged a decade ago as a medium for posting online diaries. Benefits of blogs for corporations: immediate and unfiltered distribution of their ideas w/ no limits, immediate feedback from readers, directly to the public. Downsides of blogging: hothouse for spam and the disgruntled, employee blogging difficult to control, public postings can live forever . Wiki: a website anyone can edit directly within a web browser. Available both as software that firms can install on their computers and as hosted online services (subscription or ad-supported)