Chapter 7 Social Media Peer Production and Web 2 0 7 1 Learning Objectives Recognize the unexpected rise and impact of social media and peer production systems and understand how these services differ from prior generation tools List the major classifications of social media services Know what blogs are and how corporations executives individuals and the media use them Understand the benefits and risks of blogging 7 2 Learning Objectives Know what wikis are and how they are used by corporations and the public at large Understand the technical and social features that drive effective and useful wikisKnow what social networks are be able to list key features and understand how they are used by individuals groups and corporations Understand the difference between major social networks Facebook and LinkedIn Recognize the benefits and risks of using social networks 7 3 Learning Objectives Understand how Twitter is being used by individuals organizations and political movements Contrast Twitter and microblogging with Facebook conventional blogs and other Web 2 0 efforts Know key terms related to social media peer production and Web 2 0 including RSS folksonomies mash ups location based services virtual worlds and rich media Understand the concept of the wisdom of crowds as it applies to social networking 7 4 Learning Objectives List the criteria necessary for a crowd to be smart Understand the value of crowdsourcing Illustrate several examples of effective and poor social media use Recognize the skills and issues involved in creating and staffing an effective Social Media Response Team S M A R T 7 5 Learning Objectives List and describe key components that should be included in any firm s social media policy Understand the implications of ethical issues in social media such as sock puppetry and astroturfing and provide examples and outcomes of firms and managers who used social media as a vehicle for dishonesty List and describe tools for monitoring social media activity relating to a firm its brands and staff 7 6 Introduction Web 2 0 Internet services that foster collaboration and information sharing characteristics that distinctly set Web 2 0 efforts apart from the static transaction oriented Web sites of Web 1 0 Often applied to Web sites and Internet services that foster social media or other sorts of peer production 7 7 Table 7 1 Web 1 0 versus Web 2 0 7 8 Introduction Web 2 0 s most powerful feature Peer production Peer production When users collaboratively work to create content products and services Peer produced services have the ability to save their sponsors the substantial cost of servers storage and bandwidth Peer production is leveraged to create much of the open source software that supports many of the Web 2 0 efforts Crowdsourcing where initially undefined groups of users band together to solve problems create code and develop services is a type of peer production 7 9 Introduction Web based efforts that foster peer production Social media or user generated content sites Social media Content that is created shared and commented on by a broader community of users Services that support the production and sharing of social media include blogs wikis video sites like YouTube and most social networks 7 10 Blogs Blogs are online journal entries usually made in a reverse chronological order Blogs provide comment mechanisms where users can post feedback for authors and other readers Trackbacks Links in a blog post that refer readers back to cited sources It allows a blogger to see which and how many other bloggers are referring to their content Blog roll A list of a blogger s favorite blogs Not all blogs include blog rolls 7 11 Blogs Senior executives from many industries use their blogs for purposes that include a combination of marketing sharing ideas gathering feedback press response and image shaping Most mainstream news outlets have begun supplementing their content with blogs that can offer greater depth more detail and deadline free timeliness 7 12 Several key features which are common to most blogs Immediate and unfiltered publication Blogs Ease of use Comment threads Reverse chronology Persistence Searchability Tags Trackbacks 7 13 Blogs The voice of the blogosphere can wield significant influence Blogosphere A term referring to the collective community of bloggers and those who read and comment on blogs Blogs can be public tucked behind a corporate firewall or password protected comment on posts Most blogs offer a two way dialog allowing users to 7 14 Blogs Downside of blogs Blog comments can be a hothouse for spam and the disgruntled Employee blogging can be difficult to control Public postings can live forever in the bowels of an Internet search engine or as content pasted on other Web sites 7 15 Wikis A wiki is a Web site that can be modified by anyone from directly within a Web browser provided that user is granted edit access Largest and most popular wiki Wikipedia The value of a wiki derives from both technical and social features Wikis serve as knowledge management systems It acts as a sort of collective corporate memory that s vital for sharing skills learning and preserving expertise even when employees leave the firm 7 16 Wikis Wikis support what you see is what you get WYSIWYG editing What you see is what you get WYSIWYG A phrase used to describe graphical editing tools such as those found in a wiki page layout program or other design tool Roll back The ability to revert a wiki page to a prior version This is useful for restoring earlier work in the event of a posting error inaccuracy or vandalism 7 17 Wikis Most wikis support the following key features All changes are attributed so others can see who made a given edit A complete revision history is maintained so changes can be compared against prior versions and rolled back as needed There is automatic notification and monitoring of updates All the pages in a wiki are searchable Specific wiki pages can be classified under an organized tagging scheme 7 18 Wikis Wikis can be vital tools for Collecting and leveraging knowledge that would otherwise be scattered throughout an organization Reducing geographic distance Removing boundaries between functional areas Flattening preexisting hierarchies When brought outside the firewall corporate wikis can be a sort of value generation greenhouse allowing organizations to leverage input from their customers and partners 7 19 Wikis Jump starting a wiki can be a
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