Textbook Notes (363,145)
Canada (158,221)
MGCR 331 (36)
Chapter 9

MGCR 331 Chapter 9: Chapter 9

11 Pages
Unlock Document

McGill University
Management Core
MGCR 331
Richard Donovan

1. Information systems – Chapter 9: Social media, peer production, and web 2.0 9.1 Introduction Web 2.0 1. Targeted at harnessing the power of the Internet to empower users to collaborate, create resources, and share information in a distinctly different way 2. Social media 3. Peer production 4. Constantly evolving ½ of the world’s top ten most heavily trafficked Internet sites are social 3 years to dominate Facebook is the largest nation Facebook, Instagram, messenger, WhatsApp = four most used apps Messaging apps, fragmented market Activists’ too Pinterest = fastest growing website of all time Reshape the online gaming landscape Social media efforts: Technologies that support the creating of user-generated content, as well as content editing, commenting, curation, and sharing Rise of mobile computing Peer production leveraged by collaborating users 5. Create social media 6. Create services 7. Create open source software Sharing economy/Collaborative consumption: Where participants share access to products and services rather than having ownership Porter 8. High cost of building brand online 9. Questioned the network effects 10. Cast a skeptical eye on ad-supported revenue models 11. Little conventional advertising 12. Each owes their hypergrowth and high valuation to their ability to harness the network effect Most used social apps 1. Facebook 2. WhatsApp 3. Messenger 4. Instagram 5. LINE 6. Viber 7. Kakao Talk 8. Clash of Clans 9. WeChat 10. Twitter Web 1.0 to Web 2.0 First phase of the Internet (Web 1.0) Social media and peer-production efforts (Web 2.0) Domain name speculation Search engine optimization, fans, and followers Publishing Participation Content management systems Wikis Directories (taxonomy) Tagging (folksonomy) Britannica Online, Encarta Wikipedia Personal websites Blogging, status updates, and link sharing Ofoto Instagra, Flickr, Facebook, Twitter Instant messaging, SMS Twitter, facebook, Snapchat, WhatsApp Monster.com LinkedIn RealNetworks Youtube YellowPages.com Yelp Travelocity TripAdvisor Vonage Skype Catalogs Pinterest CNN Reddit Expedia, Orbitz Airbnb, Uber, RelayRides Online personals Tinder, match.com, eHarmony Gossip columns Whisper, Yik Yak MapQuest, Google Maps Waze Features Technology Providers Description Blogs Short for “Web log”—an  Immediate  Blogger online publication that publication and (Google) keeps a running distribution chronology of entries.  WordPress Readers can comment on  Reverse chronology  Tumblr posts. Can connect to other blogs through blog  Comment rolls or trackbacks. Key uses: Share ideas, obtain threads feedback, mobilize a  Persistence community.  Searchability  Tags Features Technology Providers Description  Trackbacks  Collaborative content creation  All changes  Socialtext are attributed  PBWorks  Revision A website that anyone can history, with the  Google Sites ability to roll back edit directly from within  Atlassian Wikis the browser. Key uses: changes and revert Collaborate on common to earlier versions  Jive tasks or to create a  Automatic  Microsoft common knowledge base. notification of (SharePoint) updates  Apple OS X  Searchability Server  Tags  Monitoring Open/Public  Detailed  Facebook Online community that personal profiles  LinkedIn allows users to establish a using multimedia  Google+ personal profile, link to other profiles (i.e., friends), Affiliations share content, and with groups, communicate with organizations, and Enterprise/Private Platforms members via messaging, individuals Electronic posts. Most personal  Messaging  Ning Social Network relationships are reciprocal (i.e., both parties agree toand public  Lithium discussions be “friends”). Key  SelectMinds Uses:Discover and  Media  LiveWorld reinforce affiliations; sharing  IBM/Lotus identify experts; message  “Feeds” of individuals or groups; Connections virally share media. recent activity among members  Salesforce.c om  Socialtext Features Technology Providers Description Open/Public Short, asynchronous  140- character messages  Twitter messaging system. Users sent and received send messages to  Google+ “followers” who aren’t from mobile devices required to follow  Ability to Enterprise back. Key Uses: Distribute respond publicly or Platforms time-sensitive information, privately Microblogging share opinions, virally  Slack spread ideas, run contests  Can specify tags to classify  HipChat and promotions, solicit feedback, provide discussion topics for Socialtext customer support, track easy searching and Signals commentary on building comment threads  Yammer firms/products/issues, organize protests.  Follower lists Salesforce.c om (Chatter) Messaging Key Uses: Communicate  Communicati Services with individuals or groups on can be public or SMS Replacement of users using short-format  WhatsApp text, graphics, and video. private, identifying Most messaging is done or anonymous  SnapChat using mobile devices.  Some focus  Viber on a specific media type (e.g.,  WeChat photos/Instagram, video/Vine) Photo  Others focus  Instagram on ephemeral, (permanent) nonpermanent posts  SnapChat that go away, typically after they (ephemeral) are read (e.g., SnapChat) Enterprise  Slack  Hip Chat Anonymous Description Features Technology Providers  Whisper  Yik Yak  Public, member-posted questions  Permanent listing, searchable  Quora repository (general) Key Uses:Knowledge  Community  Stack Question-and- sharing, discovery, Answer Sites learning, reputation voting on “best” or Exchange/ Stack building. most appropriate Overflow (favored answer by technical professionals)  Reputation building, ranking, badging to encourage active participation 9.2 Blogs - Tumblr - WordPress - Long tail phenomenon, loaded with niche content that remains “discoverable” through search engines and shared through social media - Most offer a two-way dialogue, allowing users to comment - Immediate and unfiltered distribution of ideas, no limits on page size, word count, publication deadline, immediate feedback - Offer greater depth, more detail, and an immediacy for breaking news that is unavailable in print - Effective blogs can improve a firm’s SEO (search engine ranking results) making the firm easier to find and possibly pushing online visibility ahead of rivals Features - Immediate and unfiltered publication: The ability to reach the public without limits on publication size and without having posts filtered, edited, or cut by the mainstream media - Ease of use: Creating a new post usually in
More Less

Related notes for MGCR 331

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.