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Chapter 8

ITM 102 Chapter Notes - Chapter 8: Web 2.0, Social Computing, Semantic Web


Department
Information Technology Management
Course Code
ITM 102
Professor
David Atkinson
Chapter
8

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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
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VALIDATION (third pillar) how to validate the users 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 sites 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
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