Social Media 05 09 2012 Peer Production When users collaboratively work to create content products and services Includes social media sites open source software and peer produced services such as Skype and BitTorrent where participation of users provides the infrastructure and computational resources that enable the service Crowdsourcing where initially undefined groups of users band together to solve problems Types of social media Blogs online publication that keeps a running chronology of entries Can share ideas obtain feedback ex Blogger Tumblr Wikis everyone can edit directly from within the browser Users can collaborate on ideas ex Socialtext Google Sites Electronic Social Network allows useres to establish a personal profile link to other profiles share content and repost Can message share media affiliate with groups ex facebook linkedin Microblogging short messaging system messages can be followed Normally very short have a follower list ex twitter Blogs Short for Web log an online publication that keeps a running chronology of entries Readers can comment on posts Can connect to other blogs through blog rolls or trackbacks Started over 10 years ago Trackbacks citation links back to originial blog post Blog rolls list of bloggers favorite sites Two way diaglogues Easy to use comment on search and tag Key uses Share ideas obtain feedback mobilize a community Features Immediate publication and distribution Reverse chronology Comment threads Persistence Searchability Tags Trackbacks Technology Providers Blogger Google WordPress Tumblr Posterous Wikis A Web site that anyone can edit directly from within the browser Roll back if key information accidentally gets deleted it can be rolled back A website anyone can directly edit Anyone can edit by just clicking edit to the old page Griefers usually alter pages Sometimes pages are edited in negative ways Research has shown that wiki entries can be more accurate than professional publications Electronic Social Network Online community that allows users to establish a personal profile link to other profiles i e friends share content and communicate with members via messaging posts Most personal relationships are reciprocal i e both parties agree to be friends Largest ones facebook and linkedin about connected to their firms Feeds are viral in that anyone who follows you can see what you re posting Linkedin connects workers on a professional network by having them be Microblogging Short asynchronous messaging system Users send messages to followers who Twitter 2006 Can tweet from the web text or smartphone apps One of the main news updaters in the world Can help or hurt companies by tweeting good bad things Application programming interface making data free to other developers Has made twitter lose business Other Terms RSS really simple syndication enables busy users to scan headlines of newly available content by clicking on an item s title to view items of interest RSS Reader a tool for subscribing to and accessing RSS feeds Most email programs and web browsers can also access RSS readers There are also many Web sites that allow users to subscribe to and read RSS feeds Many firms use RSS feeds as a way to manage information overload opting to distribute content via feed rather than e mail RSS readers are offered by third party Web sites and they have been incorporated into all popular browsers and most e mail programs Folksonomies key based clarification systems created by user communities as they generate and review content Mash ups combination of two or more technologies or data feeds into a single integrated tool ex goolge mapnificient googlemaps Location based services computing devices indicating where you are Global positioning system tracks your physical location Augmented reality can overlay data ontop of images on smartphone GPSs Virtual Worlds computer generated world Avatar animated character XML for extensible markup language A tagging language that can be used to identify data fields made available for use by other applications Mash ups are made easy by a tagging system called XML Site owners publish the parameters of XML data feeds that a service can accept or offer Other developers are free to leverage these public feeds using application programming interfaces APIs published instructions on how to make programs call one another to share data or to perform tasks Promotion small group of professionals Wisdom of crowds a group of average people have more insight than a Prediction market diverse crowd is polled and opinions aggregated to form a forecast of an eventual outcome Virtual World users appear in a computer generated environment in the form of an avatar or animated character most popular general purpose virtual world is Second Life by Linden Labs Many elementary school students get their first taste of the Web through Webkinz open call image name Crowdsourcing act of taking a job traditionally performed by an employee and outsourcing it to an undefined large group of people in the form of an SMART Social Media Awareness and Response Team firms creating a team to check up on social media to make sure no brand negativity is shown Online reputation management concern over managing a firm s online Embassy establishing a presence at various services with a consistent Facebook Building a Business form the Social Graph 05 09 2012 The Rise of Facebook founder Mark Zuckerberg Just two weeks after Facebook launched the firm had four thousand users Ten months later it was up to one million Zuckerberg owns an estimated 20 to 30 percent of the company and controls three of five seats on the firm s board of directors That means he s virtually guaranteed to remain in control of the firm regardless of what investors say social graph the global mapping of users and organizations and how they are connected The site was one of the first social networks where users actually identified themselves using their real names realness brought about a degree of safety and comfort that enabled Facebook to become a true social utility and build out a solid social graph consisting of verified relationships strong network effect without it Facebook wouldn t exist powerful switching costs A move to another service means recreating your entire social graph Facebook as a Platform Facebook published a set of application programming interfaces APIs that specified how programs could be written to run within and interact with Facebook Apps could be
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