Chapter 7: Peer Production, Social Media, and Web 2.0

Web 2.0 services ranked as seven of the world's top ten most heavily trafficked Internet sites. What are the sites?

(YouTube, Live.com, MySpace, Facebook, Hi5, Wikipedia, and Orkut);

What is microblogging?

-the activity or practice of making short, frequent posts to a microblog. -Twitter is a microblogging service that allows users to post 140-character messages (tweets) via the Web, SMS, or a variety of third-party desktop and smartphone applications.

How has social networks like Sermo and PatientsLikeMe impact Healthcare?

-• Firms are also setting up social networks for customer engagement and mining these sites for customer ideas, innovation, and feedback. Sermo is a godsend to remote physicians looking to gain peer opinion on confounding cases or other medical questions. PatientsLikeMe (PLM), a social network empowering chronically ill patients across a wide variety of disease states.

What is the criteria necessary for a crowd to be smart?

1. Be diverse, so that participants are bringing different pieces of information to the table 2. BE decentralized, so that no one at the top is dictating the crowds answer 3. Offer a collective verdict that summarizes participant opinions 4. Be independent, so that each focuses on information rather than the opinions of others

Social media provides "four Ms" of engagement:

: the megaphone to send out messages from the firm, the magnet to attract inbound communication, and monitoring and mediation—paying attention to what's happening online and selectively engage conversations when appropriate. Engagement can be public or private.

How does Twitter make its data available for free to other developers?

API (application programming interface).

What are Augmented-reality apps?

Augmented-reality apps can overlay real data on top of images from a GPS and compass-equipped smartphone.

Why would a corporation, an executive, a news outlet, or a college student want to blog? What are the benefits? What are the concerns?

Benefits: 1. They would want a blog because they are a two-way dialogue allowing people to brainstorm and share ideas also will keep bloggers honest because people will point out errors 2. Get an unfiltered distribution of ideas with no limits on size as well as immediate feedback 3. Directly publish to the public Downsides: 1. Can be a hot house for spam and the disgruntled 2. Hard to control employee blogging and what's posted lives forever on the Internet 3. Inappropriate post4. Blogs are only effective if they are discovered and become popular with readers who become engaged otherwise it has a little impact

How are popular blogs discovered? How is their popularity reinforced?

Blog content is discoverable via search engines and blog indexes. Trackback's's and blog roles help distinguish and reinforce the reputation of widely read blogs.

What are some examples of web 2.0? (4)

Blogs, wikis, electronic social network, micro-blogging

What are examples of folksonomies?

Bookmarking site delicious, photo sharing site Flickr, and twitters hashtags all make up heavy use of this

What is online reputation management?

Concern over managing a firms online image has led to the rise of an industry known as online reputation management. Firm specializing in this field will track a clients firms name, brand, executives names, or other keywords reporting online activity and whether sentiment trans toward the positive or negative

Crowdsourcing?

Crowdsourcing tackles challenges through an open call to a broader community of potential problem solvers. Examples include Goldcorp's discovering of optimal mining locations in land it already held, Facebook's leverage of its users to create translations of the site for various international markets, and Netflix's solicitation of improvements to its movie recommendation software.

What approach too many social media firms take?

Embassy. Establishing presence at various services with a consistent name.

WIki replaced who?

Encyclopedia Britannica

What is stock puppets and astroturfing?

Fake personas set up to sing your own praises are known as sock puppets among the digerati, and the practice of lining comment and feedback forums with positive feedback is known as astroturfing.

How are firms using Twitter?

Firms are leveraging Twitter in a variety of ways, including: promotion, customer response, gathering feedback, and time-sensitive communication.

Many tools exist for monitoring social media mentions of an organization, brands, competitors, and executives. What are some examples?

Google Alerts, Twitter search, TweetDeck, Twitrratr, bit.ly, Facebook, and Foursquare all provide free tools that firms can leverage.

What is the largest RSS publisher?

Google's FeedBurner is the largest publisher of RSS blog feeds, and offers features to distribute content via e-mail as well.

How does the "free rider problem" lesson the value of Twitter?

If users don't visit Twitter.com, that lessens the impact of any ads running on the site. This creates what is known as the "free rider problem," where users benefit from a service while offering no value in exchange. Encouraging software and service partners to accept ads for a percentage of the cut could lessen the free rider problem

What is wisdom of crowds?

In this concept, a group of individuals (the crowd often consists mostly of untrained amateurs), collectively has more insight than a single or small group of trained professionals.

What is a virtual world? What is the most popular virtual world?

In virtual worlds, users appear in a computer-generated environment in the form of an avatar, or animated character. Second Life by Linden Labs

What are mash-ups?

Mash-ups are combinations of two or more technologies or data feeds into a single, integrated tool. Some of the best known mash-ups leverage Google's mapping tools. HousingMaps.com combines Craigslist.org listings with Google Maps for a map-based display for apartment hunters.

How are mash-ups created?

Mash-ups are made easy by a tagging system called XML (for extensible markup language).

What are some of the concerns for social networks?

Social networks also raise some of the strongest privacy concerns, as status updates, past messages, photos, and other content linger, even as a user's online behavior and network of contacts changes.

What are folksonomies?

Sometimes referred to as social tagging. Our key word based classification system is created by user communities as they generate and review content.

What are trackbacks and blog rolls?

Trackbacks (third-party links back to original blog post), and blog rolls (a list of a blogger's favorite sites—a sort of shout-out to blogging peers) also help distinguish and reinforce the reputation of widely read blogs.

True or false: network affects and cultural differences result in one social network being favored over others in a particular culture a region

True

Peer Production

Web 2.0's most powerful feature, where users work, often collaboratively, to create content and provide services online. -Web-based efforts that foster peer production are often referred to as social media or user-generated content sites.

What does SMART stand for?

creating a social media awareness and response team

How does RSS (an acronym that stands for both "really simple syndication" and "rich site summary") work?

enables busy users to scan the headlines of newly available content and click on an item's title to view items of interest, thus sparing them from having to continually visit sites to find out what's new.

What are some of the duties of SMART?

establishing firmwide policies, monitoring activity inside and outside the firm, establishing the social media presence, and managing social media engagement and response.

What is the purpose of electronic social networks?

help individuals maintain contacts, discover and engage people with common interests, share updates, and organize as groups.

What is one technique for leveraging the wisdom of crowds?

prediction market, where a diverse crowd is polled and opinions aggregated to form a forecast of an eventual outcome Stock Market

What is a wiki?

s a Web site anyone can edit directly within a Web browser

What is web 2.0?

websites and applications that make use of user-generated content for end-users. Web 2.0 is characterized by greater user interactivity and collaboration, more pervasive network connectivity and enhanced communication channels.

As with blogs, a wiki's features set varies depending on the specific wiki tool chosen, as well as administrator design, but most wikis support the following key features: (5)

• 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; users subscribe to wiki content and can receive updates via e-mail or RSS feed when pages have been changed or new content has been added. • All the pages in a wiki are searchable. • Specific wiki pages can be classified under an organized tagging scheme.

While the feature set of a particular blog depends on the underlying platform and the preferences of the blogger, several key features are common to most blogs: (7)

• Ease of use. Creating a new post usually involves clicking a single button. • Reverse chronology. Posts are listed in reverse order of creation, making it easy to see the most recent content. • Comment threads. Readers can offer comments on posts. • Persistence. Posts are maintained indefinitely at locations accessible by permanent links. • Searchability. Current and archived posts are easily searchable. • Tags. Posts are often classified under an organized tagging scheme. • Trackbacks. Allows an author to acknowledge the source of an item in their post, which allows bloggers to follow the popularity of their posts among other bloggers.

What is a feed and what are some downsides to it?

• Information spreads virally via news feeds. Feeds can rapidly mobilize populations, and dramatically spread the adoption of applications. The flow of content in social networks is also difficult to control and sometimes results in embarrassing public disclosures. • Feeds have a downside and there have been instances where feed mismanagement has caused user discontent, public relations problems, and the possibility of legal action.

What are the guidelines that most follow when creating a policy? (4)

• Representation. Employees need clear and explicit guidelines on expectations for social media engagement • Responsibility. Employees need to take responsibility for their online actions. • Respect. Best Buy's policy for its Twelpforce explicitly states participants must "honor our differences" and "act ethically and responsibly." • **reputation (both the firm's and the employee's)