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Chapter7a McHaney


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Chapter7a McHaney

  1. 1. Web 2.0 and Social Media for BusinessChapter 7: Social Buzz and Viral Phenomena: Part A Roger McHaney, Kansas State University
  2. 2. Time and Geography IndependenceWeb 2.0 has enabled crowd behavior to become independent of timeand geographic location. Their manifestation can be vastly differentand can be triggered by social media.Examples of social media enabling crowd behaviorEgypt’s 2011 Tahrir Square Revolution against former president HosniMubarak relied heavily on Facebook pages maintained by a rotatingstaff of twenty during the uprising (BBC News, 2011)2011 London Riots where four days of looting and rioting moved acrossthe U.K. Made possible by rioters use of social media, such asFacebook and Twitter (Rutledge, 2011)K-State Flash Mob Rave
  3. 3. Flash MobsYouTubeVideo
  4. 4. Virtual Crowds and BusinessPeople can be separated in time and space, or belong tomultiple crowds simultaneously through use of social mediasuch as Twitter, Facebook, StumbleUpon and Reddit.
  5. 5. Social Media: Multiple Functions• Someone may belong to communities organized with social media tools• Same tools may result in crowd- inspired “waves” that move through these communities at incredible rates• Waves lack leadership or common purpose• Often referred to as viral• Enormous Business Implications
  6. 6. Social Media Tools• Twitter, StumbleUpon, Reddit, Tumblr, Pinterest, Foursquare and others create an infrastructure conducive to social buzz• Tools such as Social Mention, Mention, WhosTalkin, and Klout help businesses track social buzz• Big players: Facebook and LinkedIn
  7. 7. Twitter (What is it?) Video
  8. 8. Twitter for BusinessFundamental mechanism to facilitate communicationbetween businesses and their customer baseBasic idea: send and receive public messages (Tweets) up to140 characters in lengthMessages can be seen publicallyAlso stored sequentially on Web pages that can be searchedand reviewedIntended to share information with followers but can beaccessed through public searchesTweets from user’s subscribed accounts stored in a timelineResult: vast information network storing millions of messagesExcellent for research and business intelligence applications
  9. 9. Twitter SearchesSearches use avariety of toolsprovided by Twitterand third-partyorganizations Example Results from Twitter’s Search Page
  10. 10. Using Twitter’s Search Page
  11. 11. Twitter’s TweetDeck Uses Firefox or Chrome Create an Account Track and Organize Tweets
  12. 12. TweetDeck Example
  13. 13. Twitter’s TweetDeck Video Video
  14. 14. Other Tweet Searches14 Twitter communication is public so Tweets are available to everyone Twitter’s default search only extends a couple of weeks A wide variety of third-party applications have emerged to provide additional search capabilities and interface with business intelligence tools Competition is fierce and new applications appear regularly
  15. 15. Other Tweet Searches15
  16. 16. More Tweet Searches16
  17. 17. 17
  18. 18. 18
  19. 19. Twitter LimitationsSearches limited by time and number of Tweetsaccessible at any given timeVast unorganized volume of Tweets have beengenerated since 2006In April 2010, Twitter donated public tweetarchive to U.S. Library of CongressEvery public Tweet will be preserved andeventually made available to publicHistoric donation removes social responsibilityfrom Twitter and enables rich, grass-roots levelhistory, generated as people lived throughevents
  20. 20. Mission Critical Twitter Use Mission critical information may be discovered by mining Tweets. Business needs sophisticated search tools.
  21. 21. What is Provided by TweetArchivist?• Ability to understand more about Tweets.• Tweet Volume, Top Tweeters, Number of ReTweets, Top Words, Top URLs and the source of Tweets are all summarized• Discovering social chatter source• Allows businesses to understand more about clients, potential markets, and competitors• Information regarding business opportunities, quality management efforts, and general improvement is provided
  22. 22. Some Businesses Can’t Wait• Some organizations that need to analyze older (this may mean only a few months!) Twitter content and cannot wait for the Library of Congress• Twitter’s full data feed, called its Firehose, provides all Tweets being sent through Twitter• Gnip currently provides access to Twitter’s data streams and dozens of other social media feeds• Gnip is an authorized reseller of Twitter data.• Gnip extracts the subset relating to a particular firm, its products, and other interests
  23. 23. Gnip
  24. 24. Business SuggestionsBusinesses use Twitter for a variety of purposes: from marketing tocustomer service to product development. Twitter can be powerful fornew companies and can result in the quick dissemination ofinformation.
  25. 25. From Jill Duffy: Dr. McHaney at: @mchaney
  26. 26. Web 2.0 and SocialMedia for Business End of Chapter 7 Part A
  27. 27. Slide Media from:Slides Prepared by Professor Roger McHaneyKansas State University PresenterMedia.comTwitter: @mchaney support@presentermedia.comBlog: http://mchaney.comEmail : 4416 S. Technology Dr Sioux Falls, SD 57106