Bisnis Digital & Inteligensi

Bisnis
Week 6

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Today’s course outline
• The Social Web
• Social Networking Services
• Blogs and microblogs
• Social metrics and monitoring tools
• Workforce collaboration and knowledge sharing

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The Social Web

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Web 2.0—The Social Web
• The Constantly Changing Web
• Web 2.0 (the social web): a term used to describe a phase of World Wide
Web evolution characterized by dynamic webpages, social media, mashup
applications, broadband connectivity and user-generated content.
• Social media: a collection of Web applications, based on Web 2.0 technology
and culture that allows people to connect and collaborate with others by
creating and sharing digital content.

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Web 2.0—The Social Web
• The Social Web is defined
by how websites, software,
other tools are developed
for social interaction. This
includes activities such as
online shopping, research,
exchange of ideas and
information, learning,
gaming, dating, and other
kinds of human
experiences.

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Invention of the World Wide Web
• The Constantly Changing Web
• World Wide Web (the Internet): a network of documents on the Internet,
called webpages, constructed with HTML markup language that supports links
to other documents and media.
• Broadband: refers to wide bandwidth technologies that create fast, high
volume connections to the Internet and World Wide Web.
• Social media: a collection of Web applications based on Web 2.0 technology
and culture that allow people to connect and collaborate with others.

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World Wide Web: Web 1.0 vs. Web 2.0
Web 1.0—The Early Web Web 2.0—The Social Web
Static pages, HTML Dynamic pages, XML, and Java
Author-controlled content User-controlled content
Computers Computers, cell phones, televisions, PDAs, game
systems, car dashboards
Users view content Users create content
Individual users User communities
Marketing goal: influence Marketing goal: relationships
Data: single source Data: multiple sources e.g., mashups

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Emergence of the Social Web (1 of 2)
• Since 2000, a series of developments in the technology and business
environment occured that set the stage (infrastructure) for Web 2.0

• Broad bandwidth (broadband): Internet access became faster with largescale

adoption of broadband
• Sustainable business models endured over time, and generated revenue
(Amazon, Google, eBay)
• New Web programming technologies: ability to develop web pages that are
dynamic and rich in features

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Emergence of the Social Web (2 of 2)
• Setting the Stage for Web 2.0
• Application programming interface (API): set of commands and programming
standards used by developers to write applications that can communicate with other
applications.
• Software Development Kit (SDK): a collection of software tools used by developers
for writing applications that run on a specific device or platform.

Together, APIs and SDKs have fundamentally changed the degree to which businesses
share their information resulting in a vastly improved and more useful World Wide Web.

Copyright ©2018 John Wiley & Sons, Inc. 10

Application Programming Interface

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Software Development Key

The iOS SDK (iOS Software Development Kit),

formerly the iPhone SDK, is a software
development kit (SDK) developed by Apple Inc.
The kit allows for the development of mobile
apps on Apple's iOS operating system.

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AJAX Technologies and APIs
• AJAX technologies, or asynchronous JavaScript and XML, is a term referring to a
group of technologies and programming languages that make it possible for
webpages to respond to users’ actions without requiring the entire page to
reload.
• AJAX technologies include:
o JavaScript
o Extendable Markup Language (XML)
o Document Object Model (DOM)
o HyperText Markup Language (HTML)
o XMLHttpRequest
o Cascading Style Sheets (CSS)

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Communicating on the Web
Facebook Social Plug-Ins Used Across the Web
Like button Shares pages from a website back to the user’s Facebook profile

Send button Allows users to send content from a website to their Facebook friends

Comments This plug-in allows users to comment on a webpage’s content using their Facebook profile and
shows the activity to the user’s friends in a newsfeed

Embedded posts Places content from any public Facebook post on to your website or blog

Facepile This feature displays the profile photos of the people who have connected with your Facebook
page or app
Login button Shows profile pictures of the user’s friends who have already signed up for your site in addition
to the login button
Source: Facebook (2014)

Plug-ins are buttons or features on non-Facebook sites that interact with Facebook in some way 14
Social Media Applications and Services
• Social Media Applications and Services
• Social Networking Service (SNS): an online platform or website that allows
subscribers to interact and form communities or networks based on real-life
relationships, shared interests, activities and so on.

Both YouTube and Facebook started as SNSs, but now span multiple application
categories.

Copyright ©2018 John Wiley & Sons, Inc. 15

Categories of Web 2.0 Applications
Application Description
Social Networking Services (SNS) Online communities

Blogs Online journals

Mashups/widgets/RSS Web applications that pull data from various sources and
display on another page to create new functionality

Social bookmarking/tags An application for tagging or labeling online content for later
retrieval
Wikis A collaborative application that allows multiple people to
create and edit online content
Sharing sites Websites that make it easy for users to upload and share
digital content like photos, videos, or music

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Social Networking Service (SNS) Wikis Sharing sites
To connect with people (and brands) To allow multiple people to create and To upload and share digital content like
online edit online content photos, videos and music

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Social bookmarking RSS (Really Simple Syndication) Blogs
To tag or label online content for later To pull data from various sources and To create online journals
retrieval display on another page to create new
functionality

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Benefits
• Businesses use social media for a wide variety of benefits:
• Collaboration
• Communication and Engagement with Customers (Marketing)
• Image and Reputation Management (Public Relations)
• Communication and Engagement with Employees and Partners (Management)
• Talent Acquisition and Recruiting (Human Resources)
• Research and Knowledge Management
• Productivity and Information Utilities
• Fund Raising

Copyright ©2018 John Wiley & Sons, Inc. 19

Elements of Social Media (1 of 2)
• Elements of Social Media: What Makes it Different?
• User-generated content (UGC)
• Content control
• Conversation
• Community (common values, culture)
• Categorization by users (tagging)

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Elements of Social Media (2 of 2)
• Elements of Social Media: What Makes it Different?
• Real people (profiles, usernames, and the human voice vs. the
corporate “we”)
• Connections (followers, friends, members, etc.)
• Constant updating (real-time, dynamic)
• Content separated from form
• Equipment independence

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Social Networking Services

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Social Networking Services and
Communities: Old Web vs New Web
• Originally, online or virtual communities paralleled physical communities, but
were primarily user-to-user interactions.
• Usenet and Newsgroups provided a static means of communicating messages.
• Online communities have transformed to include:
• The Blogosphere (all blogs on the web)
• Sharing views and comments on videos (YouTube)
• Sharing opinions on products and services (Epinions)
• Online knowledge base (Wikipedia)
• Exchanging short, 140 character message (Twitter)
• Large SNS sites like Facebook and LinkedIn

Copyright ©2018 John Wiley & Sons, Inc. 26

Social Media Usage
• Data collected in 2016 illustrate
that people spend more time
on Facebook than any other
social networking site. One of
the newest social platforms,
Snapchat, is already in second
place across age groups,
although younger people spend
almost three times longer on
the service than older people.

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Social Network Analysis (SNA)
• The mapping and measuring of relationships and flows between
people, groups, organizations, computers, or other information or
knowledge-processing entities.
• Social graph: to the global social network reflecting how we are all
connected to one another through relationships.
• Giant global graph: illustrates the connections between people
and/or documents and pages online.
• Connecting all points on the giant global graph is the ultimate goal for
creators of the semantic web.

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The Power of the Crowd (1 of 2)
• Leveraging the Power of the Crowd
• Crowdsourcing: a model of problem solving and idea generation that marshals
the collective talents of a large group of people.
• Categories of Crowdsourcing Sites:
• R&D
• Marketing, Design & Ideas
• Product Ideas
• HR & Freelance Work
• Crowdfunding
• Peer to Peer

Copyright ©2018 John Wiley & Sons, Inc. 29

The Power of the Crowd (2 of 2)
• Leveraging the Power of the Crowd
• Crowdfunding: turning to a crowdsourcing model to raise money for business
start-ups or projects such as Kickstarter and GoFundMe.
• Categories of Crowdfunding:
• Donations
• Rewards
• Credit
• Equity
• Royalties

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Social Networking Services: Facebook
• Facebook Statistics

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Social Networking Services: Differentiation
• While SNS sites share some common features, they are not all alike.
As the category matures, sites are differentiating themselves in a
variety of ways:
• Target age group
• Geographic location of users
• Language
• Area of interest; for example, music, photography, gaming, travel
• Social vs. professional networking
• Interface; for example, profile page, microblog, virtual world, emphasis on
graphic vs. text content

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Social Networking Services: Facebook
Dominates
• Newsfeed: constant stream of status updates, now contains
sponsored ads.
• Timeline: shows progression chronologically.
• Additional controls added as response to a rise in privacy concerns.
• Global expansion
• IPO in 2012

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Social Networking Services: Facebook
Initiatives
• Open Graph
• Goal: to connect all the different relationships that exist on the Internet by
linking websites to Facebook.
• Programmers at external websites encouraged to include a Facebook “Like”
button on their websites.
• Social Logins
• Facebook also encourages other websites to allow people to use their
Facebook username and password to sign in or create accounts.

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Social Networking Services: Google+
• Google+ (G+) performance hard to estimate
• 2.5 billion accounts (includes all Gmail users)
• More like 4-6 million active users who engage, interact, and post publicly
• Rivalry with Facebook?
• Not meeting early expectations
• Second place position
• Continuing improvements
• Hidden value in all those billions of profiles
• Still updating and maintaining presence

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Social Networking Services: Snapchat
• Snapchat – the newcomer
• Founded in 2011 as a mobile-only service
• Rapidly rising to challenge Facebook among digital natives
• Features
• Fun messaging app that emphasizes communication through pictures and videos
instead of the text based messages
• Picture and video messages self-destruct within 10 seconds after being viewed
• In 2017, the daily user base has grown to more than 160 million people
sharing 2.5 billion snaps a day

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Social Networking Services:
Virtual Reality
• Second Life
• Second Life is a social network that uses avatars to represent their residents
(users). Users can develop their own apps.
• Avatars are an icon, figure, or visual representation of a person in a digital
environment.
• Recently released an upgraded virtual reality space called “Sansar” that takes
advantage of new technology like the Oculus Rift, a virtual reality (VR)
headset that creates an immersive experience for users.
• Facebook invested close to $2 billion to acquire Oculus.

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Social Networking Services: Private
• Social communities with restricted membership used by many
colleges and universities.
• Easier to monitor activities and track conversations.
• Requires considerably more time, attention, and resources than using
general SNS.

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Blogs and Microblogs

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Engaging Consumers with Blogs and
Microblogs
Blogs
• Websites where people regularly post a variety of content in various digital
formats.
• Blogs can establish reputations and promote business interests and/or share
viewpoints.
• Blogging is a broadcast (one-to-many) communication tool
• Blogosphere is a network of blogs.
• Microblogs are frequent, but brief posts containing text, pictures, or video,
Twitter and Tumblr are popular microblogging apps.

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Engaging Consumers with Blogs and
Microblogs: Blogging Platforms
• Software application used to create and edit content with features
that make blogging relatively easy.
• WordPress (51%) and Blogger (21%) are the most popular blogging
platforms.

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Engaging Consumers with Blogs and
Microblogs: Microblogs
Microblogs
• A way sharing content with people by regular, often frequent posting of short
messages.
• Update status in social media like Facebook is also considered as microblogging
• Text-based contents, but nowadays photos and videos are posted too
• Twitter and Tumbler

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Engaging Consumers with Blogs and
Microblogs: Twitter
• Has increased in popularity to become one of the world’s largest communication
platforms.
• A valuable tool for activists engaged in hashtag activism, or organizing protests,
debating political viewpoints, and broadcasting real-time information through
tweets.
• Has become a primary channel for real-time updates on events and issues in
politics, entertainment, social causes and sports.
• Uses content tags called Hashtags (#) to allow users to follow conversations
and/or trends in the Twittersphere (universe of Twitter users).
• 280 characters (previously 140 characters).

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Engaging Consumers with Blogs and
Microblogs: Twitter for Business
• Growing Use of Twitter
• Over 65% of businesses now use Twitter for market communications
• Companies spending $3 billion a year on promoted tweets
• Celebrities, companies, products, and services.
• Coupons and specials.
• News and political platforms.
• Friendly status updates.

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Engaging Consumers with Blogs and
Microblogs: Tumblr
• Another update services providing microblogging with emphasis on photographs
and video.
• Allows just as much text as a regular blog, but Tumblr is mostly used for fashion,
entertainment, and the arts.
• More visually compelling than Twitter.

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Social Metrics and Monitoring
Tools

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Mashups, Social Metrics, and Monitoring
Tools: Mashups
• Web applications that combine information from two or more sources.
• Present information in a way that creates some new benefit or service.
• A common use is to integrate map data with information like store names,
locations, phone numbers.
• Popular APIs are from social media sites (user-generated social information).
• No longer a closed, proprietary environment.

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Mashups, Social Metrics, and Monitoring
Tools: RSS
• RSS (really simple syndication)
• Allows users to subscribe to multiple sources (e.g., blogs, news headlines,
social media feeds, videos and podcasts) and have the content displayed in a
single application, called an “RSS reader”.
• Provides for real-time consumption and personalized organization and display
of news information.
• Mostly free service (Feedly.com, Digg.com)

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Mashups, Social Metrics, and Monitoring
Tools: Services
• Monitoring Service
o Conversation tracking on social media sites
• Paid services: Social Studio, Oracle Social Cloud
• Free services: Twitter Search, Social Mention
o Provides organizations a better understanding of brand, product, and even
executive perception from consumers.
o Brand advocates positively portray a brand or company online.

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Mashups, Social Metrics, and Monitoring
Tools: Social Mention
• SocialMention.com
• Free monitoring service
• Aggregates content from over 80 social media sites including Facebook
• Can generate metrics daily and track over time:
• Strength – likelihood topic is being discussed
• Passion – degree to which people are discussing it
• Sentiment – tone of the conversation
• Reach – range of influence

Copyright ©2018 John Wiley & Sons, Inc. 52

Workforce Collaboration and Knowledge
Sharing Tools (1 of 2)
• Tools for Meetings and Discussion
• Dialogue or Synchronous Communication is important part of the
collaborative process
• Tools now commonly used to aid collaboration
• Video calls between 2 or 3 people: Skype, GoToMeeting
• Video conferencing platforms for up to 10 participants: Google+ Hangouts

Copyright ©2018 John Wiley & Sons, Inc. 54

Workforce Collaboration and Knowledge
Sharing Tools (2 of 2)
• Social Tools for Information Retrieval and Knowledge Sharing
• Discussion Groups: provide a forum for asking questions to groups of people
(AMA, LinkedIn)
• Q&A websites (Quora, Reddit, StackExchange)
• Social Search Tools: identify and share information relevant to a project topic
(Facebook, YouTube)

Copyright ©2018 John Wiley & Sons, Inc. 55

Workforce Collaboration and Knowledge
Sharing: Social Bookmarks
• Diigo and Delicious
• Diigo provides approval buttons and highlight features for member
collaboration.
• Delicious uses folksonomy to provide content search results based on
human tags or interests.

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Workforce Collaboration and Knowledge
Sharing: Content
• Content Creation and Sharing
• Cloud storage services: uses the Internet for storage and retrieval of
information.
• Dropbox allows the storage and sharing of files and folders with others.
• Box.net places greater emphasis on social tools and features for collaboration.
• Wikis provide encyclopedia-like webpages, driven by collaborative open-edit
content.

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 Content Equipement
Conversation Community The power of
control independence Crowdsourcing
the crowd
Content Categorization Research &
Real people UGC by users knowledge
separated
(tagging) management Crowdfunding
from form
Social
Constant Connections Collaboration
updating Elements of SNA Networking
Social Media
Communication Services
APIs SDKs & engagement

Image &
Social vs.
reputation Area of Differentiation
Series of Professional
Development Social Web Benefits management
Talent
interest networking

Sustainable acquisition & Geographic

New web Target age location
busines recruiting
programming
models

Broadband
Social Media Interface Location
Fund raising
Applications &
Services Social Productive &
Wikis information
bookmarking
utilities Q&A websites
Social (Quora) Social search (in
networking Sharing sites Blogs RSS Facebook, YT,
Skype, Google Twitter)
service Synchronous
Hangouts, Zoom,
communication GoToMeeting Discussion group
Text-based Twitter & (in Facebook,
content Tumblr Tools for Tools for information Linkedin)

Social Mention meeting and retrieval and

knowledge sharing
Microblogs discussion
Social Metrics Dropbox

Social Metrics & Monitoring Workplace

Content
Blogs and tools Collaboration dan
creation and
Metrics Knowledge sharing
Microblogs Monitoring Sharing
services Box
Social
Blogs Paid Free bookmarking 59
Platform Blogosphere Wikis
tools
Sources

Turban E. Collard P, Wood G. (2018). Information Technology for Management: on Demand

Strategies for Performance, Growth and Sustainability 11th Edition. Wiley (TUR)
Various sources

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