ISA 235 Chapter 8
People in SMIS
SM Providers - staff to run and maintain application Users and Communities - key users, adaptive, can be irrational
Software for SMIS
SM providers - application, NoSQL or other DBMS, Analytics Users and Communities - Browser, iOS, Andriod, Windows 8
Data for SMIS
SM providers - content and connection data storage Users and Communities - user-generated content, connection data
Hardware for SMIS
SM providers - elastic, cloud-based servers Users and Communities - any user computing device
Procedures in SMIS
SM providers - run and maintain application Users and Communities - create and manage content, informal, copy each other
Social media communities differ from regular communities because....
They are based on mutual interest
In the context of the 5 components of Social Media Information Systems, which of the following is true of social media procedures?
They are informal, evolving, and socially oriented
Which of the following is true of Social media providers?
They use elastic, cloud based servers to host social media presence
Does mobility reduce online ad revenue?
Yes and no, Yes, growth in number of mobile users compared to pc users, but mobile users click ads more often and hence generate more revenue, but ads take up more space on mobile phones than pc's, so many of the clicks could have been accidental. Probably not the demise of adware on mobile phones, the customers are still there along with interest.
Responding to Social Networking Problems
You can either leave it (the site is not just a shill of the company but contains legitimate user content and serves as a free source of product reviews), respond to it (dangerous, it can be construed into patronizing or insulting), or delete it (reserved for contributions that are inappropriate because they are contributed by crackpots, they have nothing to do with the site, or they contain obscene or otherwise inappropriate content, can be dangerous because it could backlash with unhappy customers)
Social CRM
a dynamic, SM-based process, the relationship between organizations and customers emerge in an ever-changing process as both parties create and process content
Pay-Per-Click Revenue Model
advertisers display ads to potential customers for free and then get paid when the customer clicks on the ad
What is the 1st step in managing the risk of inappropriate content
companies need to designate a single individual to be responsible for official organizational SM interactions and by creating a process to monitor and mange SM interactions
User-generated content (UGC)
content on your SM site that is contributed by users, is the essence of SM relationships
Connection Data
data about relationships (relationships to your friends on Facebook)
Content Data
data and responses to data that are contributed by users (you provide source content data for your Facebook site, and your friends provide responses content when they write on your wall)
Value of Social Media
determined by the number of relationships in a social network, by the strength of those relationships, and by the resources controlled by those related
What is the 1st step in managing risk of employees and define it
develop and publicize a social media policy, which is a statement that delineates employees' rights and responsibilities
Growing Ad revenue
digital ads, pay-per-click ads, and increase site value with user contributions with user contributions meaning that the more people use a site, the more value the site has, and the more people that visit it. Sale of apps and virtual goods, donations, and affiliate commissions or revenue paid as the result of referring paying customers
Social Media's flow can't be designed or diagrammed as it is very....
dynamic
Crowdsourcing
dynamic social media process of employing users to participate in product design or product redesign
Communities or Communities of Practice
groups of people related by a common interest
Example of a strong relationship
if you write positive about an organization, post pictures of yourself using their products services, tweeting about upcoming product releases can make for a strong relationship
Users
include both individuals and organizations that use SM sites to build social relationships
Benefits of social capital
information (learning about a new supplier), influence (playing golf with CEO every saturday increases chance to get promoted), social credentials (others will be encouraged to work with you if you have critical personal behind you), and personal reinforcement (being friends with bankers can reinforce your identity as a financial professional)
Social Media Information System (SMIS)
information system that supports the sharing of content among networks of users
Human Capital
investment in human knowledge and skills for future profit
Social Capital
investment in social relations with the expectation of returns in the marketplace
Capital
investment of resources for future profits
Connecting to those with more resources
it is a multiplicative nature of social capital means that a huge network of relationships with people who have few resources may be of less value than a smaller network of relationships with people who have substantial resources, but they must be relevant to the organization
Monetize
make money from
How do the companies make monetize their application, service, or content?
making users the product, in a way the company is renting your eyeballs to an advertiser for a short period of time
Conversation Rate
measures the frequency that someone who clicks on an ad makes a purchase, "likes" a site, or takes some other action desired by the advertiser, it is twice as high on pc than mobile
Freemium Revenue Model
offers users a basic service for free and then charges a premium for upgrades or advanced features
benefits of digital ads
people can directly click on them unlike newspaper ads
How do social networks add value to businesses?
progressive organizations maintain a presence on Facebook, linkedIn and twitter
Business-to-Business (B2B)
relationships through which businesses generate new retail leads
Business-to-Consumer (B2C)
relationships through which businesses market their products to end users
Three SMIS Roles
social media providers, users, and communities
Ad-Blocking software
software that filters out advertising content
Viral Hook
some inducement, such as a prize or other reward, for passing communications along through the tiers
Strength of a Relationship
the likelihood that the other entity (person or other organization) in the relationship will do something that benefits the organization
Difference between SM communities and regular ones
they are formed based on mutual interests and transcend familial, geographic, and organizational boundaries
Internal Risks from Social Media
threats to information security (giving hackers ideas of passwords for them to reset), increase organizational liability (accidentally leaking important secret info), and decrease employee productivity (doing SM at work, it takes up time)
Social Media
use of information technology to support the sharing of content among networks of users
Social Media _____ utilize social media sites to build social relationships
users
Measures of the Value of Social Capital
value of social networking to increase number of relationships, value of using social networks to increase the strength of relationships, and the value of connecting to those with more resources
Influencer
your opinion may force a change in others' behavior and beliefs
Most common ways SM companies generate revenue are by..
Advertising and by charging for premium services
Since its inception, social media has been widely used to market products to end users in
B2C relationships
Social media _________ are formed based on mutual interests and transcend familial, geographic, and organizational boundaries...
Communities
Pillars of social media policy in 2014 (Intel Corporation)
Disclose - be transparent (use your real name and employer), be truthful (point out if you have vested interest), and be yourself (stick to your expertise and write what you know) Protect - don't tell secrets, don't slam the competition, and don't over share Use Common Sense - add value (make your contribution worthwhile), keep it cool (don't inflame or respond to every criticism), admit mistakes (be upfront and quick with corrections)
Which of the following statements is true of social customer relationship management?
Each customer crafts their own relationship with a company
A (n) ________ social networking service like Yammer can be used to provide manager with real-time feedback about how to resolve internal operational inefficiencies
Enterprise
Social Media Providers
Facebook, Google+, LinkedIn, provide platforms that enable the creation of social networks, or social relationships among people with common interest
Benjamin Franklin said...
If you want to strengthen your relationship with someone in power, ask him to do you a favor.
Can relationships be depreciated? yes and no
It can be spent by time, but the more frequent you interact with a company the stronger your commitment and allegiance becomes, but only if both parties see a value in continuing the relationship
Which of the following statements is true about visual hooks in social media sites?
It is the inducement to pass communication along the tiers of a community
Problems from External Sources (ugc)
Junk and crackpot contributions (from people talking about irrational or unrelated topics) Inappropriate Content, Unfavorable Reviews (most customers want to know disadvantage of products), Mutinous Movements (an extension of bad reviews)
Which of the following indicates risk of using social media in human resources?
Making errors in forming conclusions about employees through social media
How can organizations address SMIS security concerns?
Managing the risk of employee communication and Managing the risk of inappropriate content
A Facebook user likes pages of various organizations on Facebook. The fact that the user has liked a particular organization is an example of
Connection data
Example of inappropriate UGC
Problems from external sources, responding to social networking problems, and internal risks from social media
Platforms that enable the creation of social networks, or social relationships among people with common interest are offered by....
Providers