9.4 SOCIAL MEDIA
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.
wiki
A website that can be modified by anyone, from directly within a web browser (provided that user is granted edit access).
Employers
All are advised to be cautious in their social media sharing. __________ are trawling the Internet, mining Facebook, and scouring YouTube for any tip-off that a would-be hire should be passed over. A word to the wise: those Facebook party pics, YouTube videos of open mic performances, snarky Stack Overflow responses, or blog postings from a particularly militant period might not age well and may haunt you forever in a Google search. Think twice before clicking the upload button! As Socialnomics author Erik Qualman puts it, "What happens in Vegas stays on YouTube (and Flickr, Twitter, Facebook...)."
neutral point of view (NPOV)
An editorial style that is free of bias and opinion. Wikipedia norms dictate that all articles must be written in NPOV.
Another example is the visually oriented social network ______________, which is driving cool-hunting, high-value buyers. Web-based home furnishings provider One Kings Lane benefits greatly from the viral sharing of Pinterest fans. Since offering "Pin It" buttons next to all items sold on its website, Pinterest traffic has nearly exceeded that of Facebook, while referrals from Pinterest are three times more likely to result in a sale than visits from the site's typical visitor. The Pinterest buy button is an obvious evolution, moving the firm from public scrapbook to shopping cart. Some see Pinterest as a powerful vehicle for e-commerce, since it focuses on the interest graph (what I like) rather than simply the social ties of "who I know."
difficult to control, Publicly declared affiliations, political or religious views, excessive contact, declined participation,
As with any type of social media, content flows in social networks are ___________ _____ __________. Embarrassing disclosures can emerge from public systems or insecure internal networks. Employees embracing a culture of digital sharing may err and release confidential or proprietary information. Networks could serve as a focal point for the disgruntled (imagine the activity on a corporate social network after a painful layoff). (4) and other factors might lead to awkward or strained employee relationships. Users may not want to add a co-worker as a friend on a public network if it means they'll expose their activities, lives, persona, photos, sense of humor, and friends as they exist outside of work. And many firms fear wasted time as employees surf the musings and photos of their peers.
Apple's HealthKit and ResearchKit, and Google's Fit
Both Sermo and PatientsLikeMe are startups that are still exploring the best way to fund their efforts for growth and impact. Regardless of where these firms end up, with the rise of new methods for users to track and share health and fitness information (e.g., (3) ), it should be clear from these examples that social media will remain a powerful force on the health care landscape.
spamming,
Feeds are also controversial. Many users have reacted negatively to a public broadcast of their online activity, and feed mismanagement can create accusations of ___________, public relations snafus, a reduction in the likelihood that a firm's message will appear in a given fan's feed, and user discontent, and can potentially open up a site to legal action. And some networks are curating user feeds, so it's not guaranteed that what you're posting on social networks will even be seen. Want more reach? Most firms will sell you this through its advertising products.
viral, Facebook, conversations
Feeds are inherently _______. By seeing what others are doing on a social network, and by leveraging the power of others to act as word-of-mouth evangelists, feeds can rapidly mobilize populations, prompt activism, and offer low-cost promotion and awareness of a firm's efforts. Many firms now see a ___________ presence and social engagement strategy as vital. Facebook's massive size and the viral power of spreading the word through feeds, plus the opportunity to invite commentary and engage consumers in a dialogue, rather than a continual barrage of promotion, is changing the way that firms and customers interact (indeed, you'll hear many successful social media professionals declare that social media is more about ________________ with customers than about advertising-style promotion).
MyStarbucksIdea.com
Firms have also created their own online communities to foster brainstorming and customer engagement. Dell's IdeaStorm.com forum collects user feedback and is credited with prompting line offerings, such as the firm's introduction of a Linux-based laptop. At ______________________, the coffee giant has leveraged user input to launch a series of innovations ranging from splash sticks that prevent spills in to-go cups, to new menu items. Both IdeaStorm and MyStarbucksIdea run on a platform offered by Salesforce.com that not only hosts these sites but also provides integration into Facebook and other services. Starbucks (36.2 million Facebook "fans") has extensively leveraged the site, using Facebook as a linchpin in the "Free Pastry Day" promotion (credited with generating one million in-store visits in a single day) and promotion of the firm's AIDS-related RED campaign, which garnered an astonishing three hundred ninety million "viral impressions" through feeds, wall posts, and other messaging.
alumni, boomerangs
Firms such as Deloitte, Dow Chemical, and Goldman Sachs have created social networks for "_________" who have left the firm or retired. These networks can be useful in maintaining contacts for future business leads, rehiring former employees (20 percent of Deloitte's experienced hires are so-called ____________, or returning employees), or recruiting retired staff to serve as contractors when labor is tight. Maintaining such networks will be critical in industries like IT and health care that are likely to be plagued by worker shortages for years to come.
earned
Hundreds of firms have established pages on major social networks, and these are now legitimate customer- and client-engagement platforms. Social networks are a hothouse for "_________" media, where enthusiast-consumers can help spread the word about products and services. Much of the activity that takes place on social networks is spread via feed (or news feed). Pioneered by Facebook but now adopted by most services, feeds provide a timely list of the activities of and public messages from people, groups, and organizations that an individual has an association with.
wikimasters
Individuals often employed by organizations to review community content in order to delete excessive posts, move commentary to the best location, and edit as necessary.
griefers
Internet vandal and mischief maker; also sometimes referred to as a troll.
IBM, work from home
Social networking can also be important for organizations like ____, where some 42 percent of employees regularly _______ _____ ________ or client locations. IBM's social network makes it easier to locate employee expertise within the firm, organize virtual work groups, and communicate across large distances. As a dialogue catalyst, a social network transforms the public directory into a font of knowledge sharing that promotes organization flattening and value-adding expertise sharing.
unmitigated success
Social networks allow you to set up a profile, share content, comment on what others have shared, and follow the updates of particular users, groups, firms, and brands that may also be part of those networks. Many also are platforms for the deployment of third-party applications. The two most dominant public social networks are Facebook and LinkedIn, sites often described as the personal and professional networks, respectively. But there are also several other potentially high-value social networks that firms should consider. Instagram is photo-centric and more than a messaging app, but has fewer features than parent Facebook, but the site now has more users than Twitter and Snapchat, combined. Instagram's estimated 2018 advertising revenue is nearly $7 billion. Instagram now has over 200,000 advertisers on its platform, and 98 of the top 100 advertisers on Facebook also choose to advertise on Instagram. Google+ is smaller and has less engaged users than Facebook, but it is also integrated into the Google toolbar, the search feature, Gmail, and many of the Web giant's other services. And the Hangouts feature of Google+ (a video chat and broadcast platform with integrated messaging) is considered an "_______________ ___________ " that is transforming workplace collaboration and webinars while providing a platform for everything from online education to hosting live concerts. And a host of third-party networks, including Ning, Lithium, and SelectMinds (now part of Oracle), allow firms to "roll their own" private networks.
organizational productivity tools
Social networks have also become ___________ _______ __________. While LinkedIn can help network all of a firm's employees, and Facebook has introduced a similar "Facebook at Work" service, many firms are choosing to implement their own internal social network platforms that they hope are more secure and tailored to firm needs. At the most basic level, these networks have supplanted the traditional employee directory. Social network listings are easy to update and expand, and employees are encouraged to add their own photos, interests, and expertise to create a living digital identity.
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.
clearinghouse, transparency, accountability
The availability of free or low-cost wiki tools can create a knowledge __________________ on topics, firms, products, and even individuals. Organizations can seek to harness the collective intelligence (wisdom of crowds) of online communities, and create a living knowledge repository. The openness of wikis also acts as a mechanism for promoting organizational __________________ and ______________.
user profile,
The foundation of a social network is the _______ _________, but utility goes beyond the sort of listing found in a corporate information directory. Typical features of a social network include support for the following: Detailed personal profiles Affiliations with groups (e.g., alumni, employers, hobbies, fans, health conditions, causes); with individuals (e.g., specific "friends"); and with products, firms, and other organizations Private messaging and public discussions Media sharing (text, photos, video) Discovery-fueling feeds of recent activity among members (e.g., status changes, new postings, photos, applications installed)
value.
The greater the number of wiki users, the more likely the information contained in the wiki will be accurate and grow in _____
Sermo,
The mother of a fourteen-year-old boy returned to his doctor after her son coughed up a strange "branch-like" mass. The boy had no sore throat, pains, or fever. His lungs were clear, and he reported feeling better after expectorating the mass. The boy's doctor prepped the specimen to send out for lab analysis, but doc first took a photo of it, and posted it to ________, a social network for physicians. He invited other doctors to comment and included a survey asking colleagues what they thought it was. Answers started coming in within thirty minutes, and the consensus prompted urgent action. One doc posted, "He needs to see cardiology urgently for plastic bronchitis" (ultimately proved to be the correct diagnosis). Another shared that a three-year-old patient had died recently when a similar plastic bronchitis incident went undiagnosed. Plastic bronchitis is an extremely rare respiratory illness and most primary care physicians have never encountered it. Thanks to Sermo, the boy was referred to specialists before any lab results came back, and he was treated successfully.
While Facebook was originally targeted at the social lives of college students (see Chapter 11 "Facebook: Platforms, Privacy, and Big Business from the Social Graph"), _______ was conceived from the start as a social network for business users. On LinkedIn, members post profiles and contact information, list their work history, and can be "endorsed" by others on the network. It's sort of like having your resumé and letters of recommendation in a single location. Users can pose questions to members of their network, engage in group discussions, and ask for introductions through mutual contacts. The site has also introduced a variety of additional services, including messaging, information sharing, and news and content curation—yes, LinkedIn will help you find stuff you're likely to be most interested in (wasn't that Google's job?). Services owned by LinkedIn include SlideShare, a great place to discover educational presentations (and for individuals and firms to showcase their best work); and Lynda.com, an online education platform where users can learn all sorts of new skills. Want tips on how to best use the service? Look online for "LinkedIn for Students." LinkedIn also makes money from online ads, premium subscriptions, and hiring tools for recruiters.
PatientsLikeMe, openness policy, wisdom of crowds
While Sermo focuses on the provider side of the health care equation, ____________- (PLM) offers a social network empowering chronically ill patients across a wide variety of disease states. The firm's "___________ ________" is in contrast to privacy rules posted on many sites and encourages patients to publicly track and post conditions, treatments, and symptom variation over time, using the site's sophisticated graphing and charting tools. The goal is to help others improve the quality of their own care by harnessing the ________ _____ _________.
encyclopedia entries, meeting agendas, and project status documents.
Wikis can be powerful tools for many-to-many content collaboration, and can be ideal for creating resources that benefit from the input of many, such as (3)
