Chapter 8: Web 2.0, Social Media, and Online Trends

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Ryerson University
Information Technology Management
ITM 102
David Atkinson

CHAPTER 8 WEB 2.0, SOCIAL MEDIA, AND ONLINE TRENDS • Web 2.0: the interactive web; moving from a passive site that basically displays information to a site that permits interaction with visitors and users • User-generated content (UGC): interactive sites, such as blogs and conversation threads, supported by significant multimedia capability such as audio and video • Semantic web: next-generation web that makes information sharing and exchange easier by focusing on content, searchability, and interpretability at technical level DEFINING SOCIAL TECHNOLOGIES AND UTILITY • Sites are purpose-built collections of existing capabilities and tools, in most cases simply bundled together to create a novel technology-enabled online experience paralleling offline socializing • Form to function is important regarding the social web. • Replicate paradigms of human social interactions and enable them to occur online with technology SOCIAL UTILITY • Social utility: only spend time on sites that are useful to you, and the time invested on the site somehow contributes to happiness or social satisfaction, or creates social opportunities • Provides social value in return for spending valuable time creating profiles, updating entries, and so on • Three Pillars of Sociability: concepts attached to each pillar are rooted in social psychology often demonstrating almost tribe-like behaviour AFFILIATION (first pillar) ensure that users want to be affiliated with your group; the need to belong • To create the desire to be affiliated, must know you exist and be able to discover you – this is why you must first figure out where your target user congregates and go to them PARTICIPATION (second pillar) once publicly declare their desire to affiliate, must help users easily understand the rules of participation • Spoken and unspoken rules; the obvious and the not so obvious • Practice socially safe in online community that users understand rules of behaviour and conduct (both formal and informal) • Invitational design: finding online ways to welcome new people into a group and making it sale for them to learn and master the norms VALIDATION (third pillar) how to validate the user’s social experience, thereby constantly reinforcing the social utility of website • Finding tangible ways of demonstrating social value – perhaps involving elements of competition • Online social behaviour suggest that when social media combines constant social validation of its users with slight dose of competition as a way of encouraging users to compete for external forms of validation from other members, drives up social utility and interest in site among both users and non-users DESIGN AND USABILITY • Design aesthetic and usability are critical components to building a successful interactive media site – can become addictive to users • Close working relationship between developers and designers to help each discipline maximize its contribution during site development phase • Best sites code first and integrate good design concurrently and rapidly, constantly changing and refining site’s technology, flow, and architecture based on users’ feedback • Must eliminate barriers and complexities of navigating site • Must design site that both encourages interaction and makes it easy for users to do so BUSINESS UTILITY • Exploring how to deploy social media platforms and technologies to crease business outcomes that have real value to enterprise, but also acceptable to users • Consumers only willing to share information when there is utility, when they get something back in return they want TECHNOLOGY IMPLICATIONS • Thinking of social computing websites from technology perspective, several obvious issues arise: • Cost of accumulating and sorting all content; requires bandwidth and storage • Web 2.0 sites are more expensive to create and run than traditional websites • Compression technologies: reduces cost of storage and transmission, and developers know how to code and implement systems that efficiently handle large amounts of information; increasing demand • Social computing does not belong in the business realm • Employees no longer feel attracted to working for organizations that ban social networking sites but employees will find ways around the ban of social networking sites • Privacy and security issues where users post and share both public and private information of various types, formats, and levels of risk if they are shared by accident • Legal risk arise related to privacy protection (i.e. Freedom of Information and Privacy Protection Act)
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