How They Work - Blogs 16 Mostly text and similar to a journal but contains written content, links, reader comments, and pictures. Many services (WordPress, Blogspot, Blogger, Posterous, Tumblr) allow users to participate for free.
How They Work - Podcasts 17 Audio and video files typically available through subscribing to a service like Apple’s iTunes. They typically live on a web site or blog that allows comments. Can be created easily with off the shelf software or with a smart phone.
How They Work – Video/Photos 18 Users create videos or take pictures and upload them to their respective sites. No cost to upload. Can store a limited (but not restrictive) amount of media
How They Challenge Existing Players 19 Blogs are unregulated so anything goes. No editors. Fact and opinion are mixed. Rumors are reported, and conflicts of interest are not disclosed.
People Connecting Social Networking (LinkedIn, Twitter, Facebook) 20
The community keeps order by watching the content and ideals of the community.
How They Work 27 Open Source Software – Software generated by interested groups of programmers Examples: Linux OpenOffice Apache Firefox Wikis
How They Challenge Existing Players 28 The users highlight or build what they think is important not what a company thinks is important. Example: Nike’s page has a section on their alleged human rights abuses.
People Reacting to Each Other Forums, Ratings, and Reviews 29
How Do People Use Social Media? Forums (e.g. Yahoo and Google Groups) Bypass official reviewers. Anyone can point out flaws in what you’re doing. 30
How Do People Use Social Media? Ratings (eBay seller ratings) Reviews (Amazon product reviews, Rotten Tomatoes movie reviews) 31
How They Challenge Existing Players 32 Takes commentary from the hands of “experts” and gives the customers the opportunity to have their say. A single customer can criticize any one thing that has gone wrong (e.g. there’s a fly in my soup, the hotel smells funny, the video is boring).
How They Work 34 Taxonomy vs. Folksonomy In a taxonomy, everything has its own spot defined by the experts. Example: In the taxonomy of species, Homo sapiens is a mammal, while Tyrannosaurus rex is a reptile
How They Challenge Existing Players 35 Organizations have no control over how they are tagged. WalmartingAcrossAmerica.com was labeled fake.