Chapter 8: Social Media Information Systems

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Social Media (SM)
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the use of IT to support content sharing among networks of users
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Social Media (SM)
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enables people to form communities, tribes, or hives
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Social Media (SM)
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connects People related by a common interest
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Social Media Information System (SMIS)
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Information system that supports the sharing of content among networks of users.
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SMIS Roles
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1. User communities 2. Social media Sponsors 3. Social Media Application Providers
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viral Hook
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some inducement for passing communications alone through the tiers
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Social Media sponsors
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companies & other organizations that choose to support a presence on one or more SM sites
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Social media Application providers
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Companies that operate the SM sites. Facebook, Twitter, LinkedIn, Google
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Hardware
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-Any user computing device _Elastic, cloud-based servers
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Software
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-Browser, iOS, Android, Windows 8 -application tools -application, NoSQL or other DBMS
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Data
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Procedures
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People
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SMIS
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Costs to develop, implement, & manage social networking procedures. Direct labor costs for employees who contribute to & manage social networking sites
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Hyper-Social organization theory
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Defenders of Belief & Seeker of Truth
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Defenders of Belief
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-share common belief -seek conformity -want to convince others -facilitate activities like sales & marketing -form strong bonds & allegiance to organization
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Seekers of truth
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-Share common desire to learn something, solve a problem, but not a common solution. -Such tribes incredible problem solvers & excel at innovation -can be useful in customer service activity
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Connection Data
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Data about relationships
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Defenders of Belief
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Sales & marketing, HR
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Seekers of Truth
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Customer Service, Inbound logistics, Outbound logistics, & manufacturing & operations
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Social CRM
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a dynamic, SM-based CRM process. The relationships between organizations and customers emerge in a dynamic process as both parties create & process content.
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Crowdsourcing
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a dynamic social media process of employing users to participate in product design or product redesign.
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Enterprise 2.0
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the application of Social media to facilitate the cooperative work of people inside organizations. -enables users to share knowledge & problem solving techniques
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Enterprise 2.0 Components
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SLATES: Search Links Authoring Tags Extensions Signals
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Folksonomy
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content structure that emerges from processing of many user tags
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SLATES
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Search, Links, Authoring, Tags, Extensions, Signals
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Capital
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the investment of resources for future profit
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Human Capital
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the investment in human knowledge & skills for future profit
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Social Capital
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the investment in social relations with the expectation of returns in the marketplace
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Information, influence, social credentials, Personal reinforcement
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4 ways Social capital Adds values
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Value of Social Capital
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determined by the number of relationships in a social network, by the strength of those relationships & by the resources controlled by those related
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strength of relationship
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the likelihood that the entity (person or other organization) in the relationship will do something that benefits the organization
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Progressive Organizations
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-maintain a presence on Facebook, LinkedIn, Twitter, & other SN sites -Encourage customers & interested parties to leave comments -Risk- excessively critical feedback
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Hyper-Social Organization
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an organization that uses social media to transform its interactions with customers, employees, & partners into mutually satisfying relationships with them and their customers.
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ask for a favor, frequent interactions, connect with those with more assets
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3 ways to increase social capital
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Social Captial
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=Number of Relationships * Relationship Strenghth * Entity Resources.
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True
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True or False: Social capital depreciates, but it can be ameliorated by adding something of value to the interaction.
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SEAMS
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Sense, Engage, Activate, Measure, Story Tell
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Pillars of Hyper-Social Organization
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Consumers -> Humans Market Segments -> tribes Channels -> Networks Structure & Control -> Messiness
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Active lurker
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someone who reads, consumes, & observes activity in one social medium & then broadcasts it in some other medium.
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Sense
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Important Communities: What they do, where they hangout, what they care about, how your organization can relate to them
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Engage
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In relationships: talk with, not to, community members (customers, employees, partners)
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Activate
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Connect communities to your internal value chain and processes
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Measure
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Success in terms of social capital
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Story Tell
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Publicize community successes. Take a backseat role in the community.
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Web 2.0
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Web-delivered services & content that are paid for by advertising.
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pay-per-click
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revenue model in which advertisers display ads to potential customers for free and pay only when the customer clicks
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use increases value
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the more people used the site, the more value it had, & the more people would visit
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mashups
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occue when the output from two or more Web sites is combined into a single user experience
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MyMaps
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Disclose, Protect, Use Common Sense
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Three Key Pillars of Social Media
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Conversion Rate
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measures the frequency that someone who clicks on an as makes a purchase, \”likes\” a site, or takes some other action desired to the advertiser.
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Social Media Policy
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a statement that delineates employees’ rights and responsibilities
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Problem Source
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-Junk & Crackpot Contributions -Inappropriate Content -Unfavorable reviews -Mutinous movements
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Leave it, Respond to it, Delete it
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3 ways to respond to social networking problems

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