Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms–—such as content sharing sites, blogs, social networking, and wikis–—to create, modify, share, and discuss Internet content. This represents the social media phenomenon, which can now significantly impact a firm’s reputation, sales, and even survival. Yet, many executives eschew or ignore this form of media because they don’t understand what it is, the various forms it can take, and how to engage with it and learn. In response, we present a framework that defines social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups. As different social media activities are defined by the extent to which they focus on some or all of these blocks, we explain the implications that each block can have for how firms should engage with social media. To conclude, we present a number of recommendations regarding how firms should develop strategies for monitoring, understanding, and responding to different social media activities.
Social media? Get serious! Understanding the functional building blocks of so...Ian McCarthy
Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms –— such as content sharing sites, blogs,
social networking, and wikis–—to create, modify, share, and discuss Internet content. This represents the social media phenomenon, which can now significantly impact a firm’s reputation, sales, and even survival. Yet, many executives eschew or ignore this form of media because they don’t understand what it is, the various forms it can take, and how to engage with it and learn. In response, we present a framework that defines
social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups. As different social media activities are defined by the extent to which they focus on some or all of these blocks,
we explain the implications that each block can have for how firms should engage with social media. To conclude, we present a number of recommendations regarding how firms should develop strategies for monitoring, understanding, and responding to different social media activities.
This document discusses how colleges and universities are using social media. It provides examples of several universities that have had success using social media platforms like Facebook, Twitter, blogs and Foursquare to engage students, alumni and fans. Specific strategies highlighted include the University of Texas at Austin making it easy for people to engage through their social media directory and Facebook bootcamps. Texas Tech University looks for existing conversations among audiences to join rather than starting new platforms. The University of Alabama uses Facebook, Twitter and challenges to engage alumni and increase membership in their alumni association. Emory University uses Facebook and Twitter to promote fundraising for undergraduate donations.
Politicians are increasingly using social media to connect with constituents and shape political campaigns. Barack Obama's 2008 presidential campaign set a precedent by leveraging sites like Facebook, Twitter, YouTube, and blogs to raise funds, organize supporters, and spread his message virally. Now, politicians at all levels are adopting social media strategies to engage citizens, share information, solicit feedback, and track opinions. However, improper use of these new tools can damage reputations through unintended information releases or inconsistent messaging. Effective social media requires ongoing interaction and content to build trust with supporters online.
Nonprofits can benefit greatly from using social media effectively. Social media allows nonprofits to connect directly with supporters and donors to build deeper relationships. It provides a cost-effective way to boost awareness, engage supporters, and potentially increase donations. The document provides examples of how nonprofits like Darius Goes West and Amnesty UK have successfully used social platforms like YouTube, Facebook, and Twitter to further their missions and raise funds. It stresses the importance of consistently interacting with supporters and tailoring messaging to different target audiences when using social media.
Esta fue la presentación que finalmente me sirvió de base para el taller introductorio sobre social media del 9 de mayo 2011 en Málaga. A todos los que me ayudaron a prepararla (vía twitter y Linkedin) y a los que me inocularon la pasión por los Social Media, Gracias!!!Se admiten todos los comentarios y sugerencias que queráis hacerme.
Here is the presentation that finally became the basis for the introductory workshop on social media on 9 May 2011 in Malaga. To all who helped to prepare it (also via Twitter and LinkedIn) and inoculated in me the passion for Social Media, Thanks!
All comments and suggestions are welcome!!
More info at: https://aprendoylocuento.wordpress.com/2011/05/14/taller-muy-introdutorio-sobre-social-media-9-de-mayo-en-malaga/
Leading Media Advertising Agency Mediaedge:cia created a manual to help break down social media for clients and non-experts. It has input from many social media experts from within the agency.
The document presents a framework called the "honeycomb of social media" that categorizes the building blocks of social media into 7 categories: identity, conversations, sharing, presence, relationships, reputation, and groups. It explains each building block and its implications for businesses. Businesses can use this framework to understand social media functionality, engage with customers, and develop appropriate social media strategies tailored to each building block. The framework helps businesses make sense of the complex social media landscape and how to monitor, understand, and respond to different social activities.
Social media? Get serious! Understanding the functional building blocks of so...Ian McCarthy
Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms –— such as content sharing sites, blogs,
social networking, and wikis–—to create, modify, share, and discuss Internet content. This represents the social media phenomenon, which can now significantly impact a firm’s reputation, sales, and even survival. Yet, many executives eschew or ignore this form of media because they don’t understand what it is, the various forms it can take, and how to engage with it and learn. In response, we present a framework that defines
social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups. As different social media activities are defined by the extent to which they focus on some or all of these blocks,
we explain the implications that each block can have for how firms should engage with social media. To conclude, we present a number of recommendations regarding how firms should develop strategies for monitoring, understanding, and responding to different social media activities.
This document discusses how colleges and universities are using social media. It provides examples of several universities that have had success using social media platforms like Facebook, Twitter, blogs and Foursquare to engage students, alumni and fans. Specific strategies highlighted include the University of Texas at Austin making it easy for people to engage through their social media directory and Facebook bootcamps. Texas Tech University looks for existing conversations among audiences to join rather than starting new platforms. The University of Alabama uses Facebook, Twitter and challenges to engage alumni and increase membership in their alumni association. Emory University uses Facebook and Twitter to promote fundraising for undergraduate donations.
Politicians are increasingly using social media to connect with constituents and shape political campaigns. Barack Obama's 2008 presidential campaign set a precedent by leveraging sites like Facebook, Twitter, YouTube, and blogs to raise funds, organize supporters, and spread his message virally. Now, politicians at all levels are adopting social media strategies to engage citizens, share information, solicit feedback, and track opinions. However, improper use of these new tools can damage reputations through unintended information releases or inconsistent messaging. Effective social media requires ongoing interaction and content to build trust with supporters online.
Nonprofits can benefit greatly from using social media effectively. Social media allows nonprofits to connect directly with supporters and donors to build deeper relationships. It provides a cost-effective way to boost awareness, engage supporters, and potentially increase donations. The document provides examples of how nonprofits like Darius Goes West and Amnesty UK have successfully used social platforms like YouTube, Facebook, and Twitter to further their missions and raise funds. It stresses the importance of consistently interacting with supporters and tailoring messaging to different target audiences when using social media.
Esta fue la presentación que finalmente me sirvió de base para el taller introductorio sobre social media del 9 de mayo 2011 en Málaga. A todos los que me ayudaron a prepararla (vía twitter y Linkedin) y a los que me inocularon la pasión por los Social Media, Gracias!!!Se admiten todos los comentarios y sugerencias que queráis hacerme.
Here is the presentation that finally became the basis for the introductory workshop on social media on 9 May 2011 in Malaga. To all who helped to prepare it (also via Twitter and LinkedIn) and inoculated in me the passion for Social Media, Thanks!
All comments and suggestions are welcome!!
More info at: https://aprendoylocuento.wordpress.com/2011/05/14/taller-muy-introdutorio-sobre-social-media-9-de-mayo-en-malaga/
Leading Media Advertising Agency Mediaedge:cia created a manual to help break down social media for clients and non-experts. It has input from many social media experts from within the agency.
The document presents a framework called the "honeycomb of social media" that categorizes the building blocks of social media into 7 categories: identity, conversations, sharing, presence, relationships, reputation, and groups. It explains each building block and its implications for businesses. Businesses can use this framework to understand social media functionality, engage with customers, and develop appropriate social media strategies tailored to each building block. The framework helps businesses make sense of the complex social media landscape and how to monitor, understand, and respond to different social activities.
Kaplan & Haenlein - Users of the world, unite - the challenges and opportunit...ESCP Exchange
The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term ‘‘Social Media’’ exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.
The document discusses various forms of social media including social networks, blogs, wikis, podcasts, forums, content communities, and microblogging. It describes how each form works, providing examples. It discusses how social networks like MySpace, Facebook, and LinkedIn allow users to connect with others and build profiles. It also covers how blogs, wikis, and podcasts operate and how users can participate in them. The document aims to explain the basic functions and operations of the major types of social media.
Slides from a short presentation at Code Across Seattle civic hack day, first discussing how emerging trends in s open data & social media may be applied to solving civic issues, and then reviewing some of our recent work looking specifically at the use of social media/open data for increased community development and civic engagement.
This document summarizes a presentation about how Web 2.0 is changing the world. It discusses various social media platforms like Facebook, LinkedIn, Twitter, YouTube and how organizations can use them. It also covers blogs, wikis, podcasts and virtual worlds. The presentation explores how these tools can help engage audiences and foster collaboration for government agencies and scientific organizations.
Social journalism: Community building through social networksJD Lasica
A presentation to the Pacific Northwest Newspaper Association Summit in Seattle on 10 ways to use social networks and social media to engage local readers.
The 10 ideas for building local community:
1. Be first with breaking news
2. Leverage Twitter
3. Enable conversations
4. Get widget-happy!
5. Community video
6. Geocoding & citizen photography
7. Create local map mashups
8. Hook up with Facebook
9. Tap into sharing economy
10. Study, borrow, steal
Social networking services allow users to connect with others who share interests and activities. They typically involve user profiles with lists of connections, and features like sharing photos, messaging, and joining groups. Early examples included Classmates.com and AOL, while modern leaders are Facebook, Twitter, and LinkedIn. Social networks enable low-cost organizing and spread of information across borders, but also raise issues around privacy, identity, and how people engage digitally.
Social networking sites allow individuals to construct profiles, connect with other users, and view and navigate connections. Popular sites include Facebook, Twitter, and LinkedIn. Features include profiles, privacy settings, messaging, and applications. Sites started in the 1990s and grew rapidly. They are now a multi-billion dollar business that values user data. However, concerns include privacy issues, data mining, harassment, and inappropriate content. Social networking sites will likely continue growing and evolving into more object-centered platforms.
Social media? It’s serious! Understanding the dark side of social mediaIan McCarthy
Research and practice have mostly focused on the “bright side” of social media, aiming to understand and help in leveraging the manifold opportunities afforded by this technology. However, it is increasingly observable that social media present enormous risks for individuals, communities, firms, and even the whole of society. Examples for this “dark side” of social media include cyberbullying, addictive use, trolling, online witch hunts, fake news, and privacy abuse. In this article, we aim to illustrate the multidimensionality of the dark side of social media and describe the related various undesirable outcomes. To do this, we adapt the established social media honeycomb framework to explain the dark side implications of each of the seven functional building blocks: conversations, sharing, presence, relationships, reputation, groups, and identity. On the basis of these reflections, we present a number of avenues for future research, so as to facilitate a better understanding and use of social media.
Internet and participatory culture opportunities and challenges-pptArulselvan Senthivel
The document discusses the opportunities and challenges of increased participation in internet culture. It finds that while internet usage in India has grown significantly, with over 100 million users, only 19% of users can be considered truly participatory by creating and sharing content. Younger users and those in urban areas are more likely to participate. The opportunities of participatory culture include user-generated content, virtual communities, and empowered civic engagement. However, challenges include a participation gap among non-internet users and issues around transparency, gatekeeping, and the breakdown of traditional training models with new media.
Social networks: 8 ways to engage users with newsJD Lasica
Here's a slightly revised version of the "Social Networks: Engaging Users With News" webinar I gave to a few hundred virtual attendees when I flew out to the Poynter Institute in May. It was part of the News University course I taught under the Knight Digital Media Center leadership series.
The slideshow offers 8 different areas of social networking that news publishers (anyone from a single individual to a full newsroom) can leverage to engage people around news events in a more robust, interactive way.
This document discusses the pros and cons of using social media in three areas of communication: advertising, public relations, and crisis communication. For advertising, social media can effectively target demographics like millennials when promotions offer incentives. However, companies must conform to social norms on each platform. The TV show The New Girl is presented as an example of a successful social media campaign, while Walmart's social media efforts are discussed as examples of pitfalls when not properly adapting to a platform's culture.
This document discusses how social media like Facebook, Twitter, and blogs can be used to build communities. It explains that social media allows for participatory and democratic communication that is conversational and helps form connected communities around shared interests. Traditional media focuses on one-way communication from brands while social media puts the audience in control and facilitates two-way conversations and learning. The document also discusses how to cultivate a sense of community and the importance of shared goals, listening, transparency and knowing your audience when promoting community through social media.
This document provides an overview of a FEMA training on social media and how it can be used. The objectives are to define social media and Web 2.0, recognize how they can support FEMA's mission, describe FEMA's social media policy, and identify appropriate tools. It discusses the evolution of the web to be more collaborative and user-generated. Examples of social media like Facebook, Twitter, YouTube are presented along with guidelines for government and emergency management use. The training concludes by discussing using social media appropriately and having key takeaways about its importance for communication.
Reader-to-Leader Framework is designed to help researchers, designers, and managers understand what motivates technology-mediated social participation. This will enable them to improve interface design and social support for their companies, government agencies, and non-governmental organizations.
Opportunities, Challenges and Power of Media InformationHazel Lorenzo
This document discusses the opportunities, challenges, and power of media and information. It provides examples of opportunities like job hiring and informing the masses, as well as challenges like fake news and unreliable sources. The power of media is its ability to influence and distribute information. The document also discusses economic, educational, social, political, and cyberbullying impacts of media and information.
Social media marketing is a new marketing approach that utilizes social media platforms to promote products and services. Companies are increasingly moving marketing activities from traditional media like newspapers and TV to social media because people now spend more time online. Social media allows for direct engagement with customers and targeted advertising to niche communities. While low-cost, social media marketing requires a long-term time commitment to build trust and engage customers. Companies must monitor how their brand is perceived online and provide value to customers through expertise and solutions in order to generate word-of-mouth promotion. An integrated marketing strategy using both social media and traditional media is most effective.
AFCEA Bethesda Webinar EPA Social Media and BeyondClearedJobs.Net
ClearedJobs.Net is proud to sponsor the AFCEA Bethesda’s Federal Technology Virtual Podium Webinar Series. On May 25, 2011, Oscar Morales, Director Information Technology and Resources Management Division, Office of Pesticide Programs presented Social Media at the EPA and Beyond Webinar
Mr. Morales shared that they EPA joined the social media bandwagon early and has been pretty engrossed in using it ever since but recognize that there are ups and downs in this phenomenon. EPA (and the federal government) is in a transitional period as to where social media is going to go, and the EPA fully intends to continue using social media.
Oscar Morales discussed the issues that the government is having with social media and how agencies use these opportunities to get their message out.
Other topics included:
• Social Media/Web 2.0 is still all the rage, come learn how EPA (& the federal government) are engaging this ongoing fad on a daily basis.
• Federal agencies utilize these new opportunities to get their message out, but how?
• There are many uses of social media and many different types (Facebook, Blog, Wiki, Twitter, Youtube, Widgets, Mobile Devices).
Social Web 2.0 Class Week 9: Social Coordination, Mobile Social, Collective A...Shelly D. Farnham, Ph.D.
The document discusses social coordination and collective action enabled by social technologies. It covers several key points:
1) People actively use social media like email, meetup sites, and mobile phones to coordinate social activities with friends and find others interested in similar activities.
2) New technologies allow for "mega-collaboration" where millions of people can work collectively towards goals through user-generated content and grassroots organizing.
3) Mobile phones in particular enable "hyper-awareness" and "smart convergence" as people can easily update their location and plans in real-time to coordinate social events.
Digital tools are increasingly being used for political purposes to coordinate groups and share information. Recent trends in digital politics include a rise in online fundraising, with Obama raising $500 million in 2008. New social networks like Votizen aim to encourage civic engagement through social connections. Political satire and fact-checking also have an online presence. Overall, digital tools are shaping new forms of political expression and organization.
Social media plays an important role in the artistic process and cultural work. It informs inspiration, punctuates daily work rhythms, and is used to perform and showcase expertise through relationships and endorsements with others online. While social media can support artists through mutual aid networks, it also risks distraction and pressure to constantly post content. Some artists feel uncomfortable exposing their creative process online or stopping social media use enables focus. For artists, cultural, digital, and relational labor on social media amounts to significant social media labor.
Kaplan & Haenlein - Users of the world, unite - the challenges and opportunit...ESCP Exchange
The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term ‘‘Social Media’’ exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.
The document discusses various forms of social media including social networks, blogs, wikis, podcasts, forums, content communities, and microblogging. It describes how each form works, providing examples. It discusses how social networks like MySpace, Facebook, and LinkedIn allow users to connect with others and build profiles. It also covers how blogs, wikis, and podcasts operate and how users can participate in them. The document aims to explain the basic functions and operations of the major types of social media.
Slides from a short presentation at Code Across Seattle civic hack day, first discussing how emerging trends in s open data & social media may be applied to solving civic issues, and then reviewing some of our recent work looking specifically at the use of social media/open data for increased community development and civic engagement.
This document summarizes a presentation about how Web 2.0 is changing the world. It discusses various social media platforms like Facebook, LinkedIn, Twitter, YouTube and how organizations can use them. It also covers blogs, wikis, podcasts and virtual worlds. The presentation explores how these tools can help engage audiences and foster collaboration for government agencies and scientific organizations.
Social journalism: Community building through social networksJD Lasica
A presentation to the Pacific Northwest Newspaper Association Summit in Seattle on 10 ways to use social networks and social media to engage local readers.
The 10 ideas for building local community:
1. Be first with breaking news
2. Leverage Twitter
3. Enable conversations
4. Get widget-happy!
5. Community video
6. Geocoding & citizen photography
7. Create local map mashups
8. Hook up with Facebook
9. Tap into sharing economy
10. Study, borrow, steal
Social networking services allow users to connect with others who share interests and activities. They typically involve user profiles with lists of connections, and features like sharing photos, messaging, and joining groups. Early examples included Classmates.com and AOL, while modern leaders are Facebook, Twitter, and LinkedIn. Social networks enable low-cost organizing and spread of information across borders, but also raise issues around privacy, identity, and how people engage digitally.
Social networking sites allow individuals to construct profiles, connect with other users, and view and navigate connections. Popular sites include Facebook, Twitter, and LinkedIn. Features include profiles, privacy settings, messaging, and applications. Sites started in the 1990s and grew rapidly. They are now a multi-billion dollar business that values user data. However, concerns include privacy issues, data mining, harassment, and inappropriate content. Social networking sites will likely continue growing and evolving into more object-centered platforms.
Social media? It’s serious! Understanding the dark side of social mediaIan McCarthy
Research and practice have mostly focused on the “bright side” of social media, aiming to understand and help in leveraging the manifold opportunities afforded by this technology. However, it is increasingly observable that social media present enormous risks for individuals, communities, firms, and even the whole of society. Examples for this “dark side” of social media include cyberbullying, addictive use, trolling, online witch hunts, fake news, and privacy abuse. In this article, we aim to illustrate the multidimensionality of the dark side of social media and describe the related various undesirable outcomes. To do this, we adapt the established social media honeycomb framework to explain the dark side implications of each of the seven functional building blocks: conversations, sharing, presence, relationships, reputation, groups, and identity. On the basis of these reflections, we present a number of avenues for future research, so as to facilitate a better understanding and use of social media.
Internet and participatory culture opportunities and challenges-pptArulselvan Senthivel
The document discusses the opportunities and challenges of increased participation in internet culture. It finds that while internet usage in India has grown significantly, with over 100 million users, only 19% of users can be considered truly participatory by creating and sharing content. Younger users and those in urban areas are more likely to participate. The opportunities of participatory culture include user-generated content, virtual communities, and empowered civic engagement. However, challenges include a participation gap among non-internet users and issues around transparency, gatekeeping, and the breakdown of traditional training models with new media.
Social networks: 8 ways to engage users with newsJD Lasica
Here's a slightly revised version of the "Social Networks: Engaging Users With News" webinar I gave to a few hundred virtual attendees when I flew out to the Poynter Institute in May. It was part of the News University course I taught under the Knight Digital Media Center leadership series.
The slideshow offers 8 different areas of social networking that news publishers (anyone from a single individual to a full newsroom) can leverage to engage people around news events in a more robust, interactive way.
This document discusses the pros and cons of using social media in three areas of communication: advertising, public relations, and crisis communication. For advertising, social media can effectively target demographics like millennials when promotions offer incentives. However, companies must conform to social norms on each platform. The TV show The New Girl is presented as an example of a successful social media campaign, while Walmart's social media efforts are discussed as examples of pitfalls when not properly adapting to a platform's culture.
This document discusses how social media like Facebook, Twitter, and blogs can be used to build communities. It explains that social media allows for participatory and democratic communication that is conversational and helps form connected communities around shared interests. Traditional media focuses on one-way communication from brands while social media puts the audience in control and facilitates two-way conversations and learning. The document also discusses how to cultivate a sense of community and the importance of shared goals, listening, transparency and knowing your audience when promoting community through social media.
This document provides an overview of a FEMA training on social media and how it can be used. The objectives are to define social media and Web 2.0, recognize how they can support FEMA's mission, describe FEMA's social media policy, and identify appropriate tools. It discusses the evolution of the web to be more collaborative and user-generated. Examples of social media like Facebook, Twitter, YouTube are presented along with guidelines for government and emergency management use. The training concludes by discussing using social media appropriately and having key takeaways about its importance for communication.
Reader-to-Leader Framework is designed to help researchers, designers, and managers understand what motivates technology-mediated social participation. This will enable them to improve interface design and social support for their companies, government agencies, and non-governmental organizations.
Opportunities, Challenges and Power of Media InformationHazel Lorenzo
This document discusses the opportunities, challenges, and power of media and information. It provides examples of opportunities like job hiring and informing the masses, as well as challenges like fake news and unreliable sources. The power of media is its ability to influence and distribute information. The document also discusses economic, educational, social, political, and cyberbullying impacts of media and information.
Social media marketing is a new marketing approach that utilizes social media platforms to promote products and services. Companies are increasingly moving marketing activities from traditional media like newspapers and TV to social media because people now spend more time online. Social media allows for direct engagement with customers and targeted advertising to niche communities. While low-cost, social media marketing requires a long-term time commitment to build trust and engage customers. Companies must monitor how their brand is perceived online and provide value to customers through expertise and solutions in order to generate word-of-mouth promotion. An integrated marketing strategy using both social media and traditional media is most effective.
AFCEA Bethesda Webinar EPA Social Media and BeyondClearedJobs.Net
ClearedJobs.Net is proud to sponsor the AFCEA Bethesda’s Federal Technology Virtual Podium Webinar Series. On May 25, 2011, Oscar Morales, Director Information Technology and Resources Management Division, Office of Pesticide Programs presented Social Media at the EPA and Beyond Webinar
Mr. Morales shared that they EPA joined the social media bandwagon early and has been pretty engrossed in using it ever since but recognize that there are ups and downs in this phenomenon. EPA (and the federal government) is in a transitional period as to where social media is going to go, and the EPA fully intends to continue using social media.
Oscar Morales discussed the issues that the government is having with social media and how agencies use these opportunities to get their message out.
Other topics included:
• Social Media/Web 2.0 is still all the rage, come learn how EPA (& the federal government) are engaging this ongoing fad on a daily basis.
• Federal agencies utilize these new opportunities to get their message out, but how?
• There are many uses of social media and many different types (Facebook, Blog, Wiki, Twitter, Youtube, Widgets, Mobile Devices).
Social Web 2.0 Class Week 9: Social Coordination, Mobile Social, Collective A...Shelly D. Farnham, Ph.D.
The document discusses social coordination and collective action enabled by social technologies. It covers several key points:
1) People actively use social media like email, meetup sites, and mobile phones to coordinate social activities with friends and find others interested in similar activities.
2) New technologies allow for "mega-collaboration" where millions of people can work collectively towards goals through user-generated content and grassroots organizing.
3) Mobile phones in particular enable "hyper-awareness" and "smart convergence" as people can easily update their location and plans in real-time to coordinate social events.
Digital tools are increasingly being used for political purposes to coordinate groups and share information. Recent trends in digital politics include a rise in online fundraising, with Obama raising $500 million in 2008. New social networks like Votizen aim to encourage civic engagement through social connections. Political satire and fact-checking also have an online presence. Overall, digital tools are shaping new forms of political expression and organization.
Social media plays an important role in the artistic process and cultural work. It informs inspiration, punctuates daily work rhythms, and is used to perform and showcase expertise through relationships and endorsements with others online. While social media can support artists through mutual aid networks, it also risks distraction and pressure to constantly post content. Some artists feel uncomfortable exposing their creative process online or stopping social media use enables focus. For artists, cultural, digital, and relational labor on social media amounts to significant social media labor.
Christian Fuchs: Introduction to Digital Labour StudiesChristian Fuchs
Introductory talk in the COST Action "Dynamics of Virutal Work"-Working Group (WG) 3: Innovation and the emergence of new forms of value creation and new economic activities.
TU Darmstadt, Technical University Darmstadt. April 8, 2013
Digital citizenship refers to how people behave and act responsibly online. There are nine key elements of digital citizenship: digital access, communication, etiquette, law, rights and responsibilities, health and wellness, security, and commerce. It is important that as more people gain digital access, they understand proper online behavior, communication, legal and security issues, and their rights and responsibilities in order to create a safe digital environment.
Communication is defined as interaction between individuals that produces a response through verbal or non-verbal symbols. Political communication involves purposeful communication about politics between politicians, voters, and media. It can take the form of rhetoric, body language, protests, and other symbolic acts. Celebrities are described as "intimate strangers" who are physically distant but psychologically close to the public due to extensive media coverage of their personal lives. They become famous for their fame alone and are "created by the media." Politicians sometimes adopt celebrity traits to seem more relatable to voters in a process called "celebrification." Maintaining a positive self-image is important for politicians to communicate effectively and influence public opinion.
Digital Citizenship & Media Literacy: A presentation for studentsLarry Magid
A talk for middle school and high school students by ConnectSafely.org's Larry Magid about digital literacy, digital citizenship, cyberbullying, sexting and how to thrive online.
This document outlines the nine elements of digital citizenship according to Ribble and Bailey: digital access, commerce, communication, literacy, etiquette, law, rights and responsibilities, health and wellness, and security. For each element, examples of appropriate and inappropriate student digital behavior are provided, along with suggestions for how teachers could improve digital citizenship education. Overall, the document emphasizes teaching students to use technology safely, legally, and respectfully.
Effect of social media on political campaignsbev052185
Social media can greatly impact political campaigns by allowing candidates to easily reach voters, communicate in real time, and raise more funds through low-cost outreach. Tom Smith's Senate campaign in Pennsylvania effectively utilizes Facebook, Twitter, YouTube, and his website to share his message, engage supporters, recruit volunteers, and solicit donations. If social media use continues increasing rapidly as expected until the November election, it will likely play a major role in determining outcomes and be a highly effective tool for Smith and other candidates.
The document discusses how social media and the internet have changed the political landscape and democratic processes. It outlines how politicians now embrace platforms like Facebook and YouTube to engage citizens, how citizens can use social media to discuss issues, communicate with politicians, and organize activism. Examples are given of Barack Obama's successful 2008 social media campaign and how social media was used in the UK 2010 election debates and Arab Spring uprisings to facilitate activism and drive political change.
How Obama Won Using Digital and Social MediaJames Burnes
The document discusses 12 business lessons learned from the Obama presidential campaign's effective use of digital and social media. It summarizes key tactics the campaign used, such as maintaining a centralized customer database, using social networks to leverage large audiences, engaging supporters through YouTube videos, targeting small online donations, self-managed social networks, mobile applications, Twitter, blogging, and capturing consumer information. The outcomes included hundreds of thousands of organized events and donors, millions of calls and donations made, and over $500 million raised online and $639 million total.
The document discusses various forms of social media including social networks, blogs, wikis, podcasts, forums, content communities, and microblogging. It describes how each form works, providing examples. Key points include how social networks allow users to connect with friends and share content, how blogs are online journals that are easy to set up, and how wikis permit collaborative editing of content like Wikipedia. The document also explores how these various social media influence consumer purchase decisions through word-of-mouth and social influence marketing.
Unpacking the Social Media Phenomenon: Towards a Research AgendaIan McCarthy
In this paper, we highlight some of the challenges and opportunities that social media presents to researchers, and offer relevant theoretical avenues to be explored. To do this, we present a model that unpacks social media by using a honeycomb of seven functional building blocks. We then examine each of the seven building blocks and, through appropriate social and socio-technical theories, raise questions that warrant further in-depth research to advance the conceptualization of social media in public affairs research. Finally, we combine the individual research questions for each building block back into the honeycomb model to illustrate how the theories in combination provide a powerful macro-lens for research on social media dynamics.
The document discusses the history and evolution of social networking from the 1980s to present day. It describes how social networking started with bulletin board systems and early platforms like CompuServe and AOL that allowed users to share messages and files. Key milestones were Classmates.com in 1995, which helped people find old school friends, and then sites in the 2000s like Friendster, LinkedIn, MySpace, and Facebook that grew social networking significantly. The future of social networking is predicted to involve even more niche networks focused on specific interests, needs, languages and passions.
A Study Of User Preferences And Reasons For Using Popular Social Media Networ...Raquel Pellicier
This study examines user preferences for popular social media sites like Facebook, YouTube, Twitter, LinkedIn and Instagram. It analyzes data from 350 internet users to understand which sites they prefer and why. The findings show that Facebook is the most preferred site, with millennials spending an hour daily on it for social networking. Males use social media more than females. The study provides insights for how businesses can use social media for marketing to different age groups and genders.
Were all connected the power of the social media ecosystemStephanieLeBadezet
This document discusses how social media has fundamentally changed marketing by empowering consumers to take an active role in co-creating content and influencing brands. It argues that companies can no longer treat different social media platforms as separate silos, but must view social media as an integrated ecosystem involving both digital and traditional media. The document outlines this social media ecosystem and provides an example of how the Grammy Awards successfully leveraged social media to achieve its highest ratings in years by blending reach, intimacy, and engagement across various platforms.
Were all connected the power of the social media ecosystemStephanieLeBadezet
This document discusses the rise of social media and its impact on marketing. It makes the following key points:
1. Consumers are no longer passive recipients, but are actively engaged in co-creating marketing messages and content through social media platforms.
2. Traditional beliefs about marketing control and one-way communication from companies to consumers are now myths. Social media has empowered consumers to connect, share information, and influence each other.
3. The document analyzes the major social media platforms used for marketing, including Facebook, YouTube, Twitter, and blogs. It also provides traffic statistics on the most popular sites globally.
Social media refers to using web and mobile technologies to facilitate interactive dialogue and sharing of user-created content. There are various forms of social media including forums, blogs, wikis, social networks, videos, and pictures. Social media consists of 5 elements - attention, attraction, affinity, audience, and action. The main advantages are relationships, connectivity, creativity, sharing, and transparency, while the main disadvantages include information overload, difficulty finding quality content, and inconsistent delivery. Basic marketing principles like understanding customer needs and delivering value still apply to social media, which can be used to reach new audiences, engage existing ones, and build strong community marketing strategies centered around user communication.
Social media refers to using web and mobile technologies to facilitate interactive dialogue and sharing of user-created content. It includes various forms like forums, blogs, wikis, social networks, videos, and photos. The main advantages of using social media in marketing are building relationships, connectivity, creativity, sharing, and transparency. However, there are also disadvantages like information overload, difficulty finding quality content, and inconsistent delivery. Effective social media marketing still focuses on understanding customer needs and providing extra value to communities through engaging content and conversations between users.
This document discusses social media and comment volume prediction. It begins by providing background on the rise of social media and its various functional blocks like identity, conversations, sharing, and relationships. It then examines the importance of user comments in influencing people's perceptions and trending topics. Different techniques for predicting comment volume are discussed. The document aims to review approaches for comment volume prediction that have been proposed in previous literature.
In this paper, we highlight some of the challenges and opportunities that social media presents to researchers, and offer relevant theoretical avenues to be explored. To do this, we present a model that unpacks social media by using a honeycomb of seven functional building blocks. We then examine each of the seven building blocks and, through appropriate social and socio-technical theories, raise questions that warrant further in-depth research to advance the conceptualization of social media in public affairs research. Finally, we combine the individual research questions for each building block back into the honeycomb model to illustrate how the theories in combination provide a powerful macro-lens for research on social media dynamics.
Unpacking the social media phenomenon: towards a research agendaIan McCarthy
In this paper, we highlight some of the challenges and opportunities that social media presents to researchers, and offer relevant theoretical avenues to be explored. To do this, we present a model that unpacks social media by using a honeycomb of seven functional building blocks. We then examine each of the seven building blocks and, through appropriate social and socio-technical theories, raise questions that warrant further in-depth research to advance the conceptualization of social media in public affairs research. Finally, we combine the individual research questions for each building block back into the honeycomb model to illustrate how the theories in combination provide a powerful macro-lens for research on social media dynamics.
The document discusses how social media and online communities can accelerate social impact. It defines key Web 2.0 and social media concepts, provides statistics on social media usage, and outlines Ashoka's social media strategy and objectives which include participating in online conversations, sharing inspiring stories, building community, and assisting Fellows with social media. Success is measured through various metrics like attention, participation, authority and influence.
Social media platforms provide a vast audience base, allowing businesses to reach a wider range of potential customers. By creating engaging content and actively participating in social media conversations, companies can enhance their brand visibility and recognition.
Source: https://buysocialpack.net/product/buy-google-reviews/
Social media refers to online platforms that allow users to connect, share content, and participate in virtual communities. Popular platforms include Facebook, Twitter, Instagram, LinkedIn, Snapchat, YouTube, Pinterest, and TikTok. Social media facilitates communication and networking between individuals and groups globally. It also allows sharing of photos, videos, articles, and links, contributing to rapid spread of information. Additionally, social media enables establishing an online presence, personal branding, marketing, and influencer culture. However, it raises privacy, security, and societal impact concerns.
Social Media’s Influence in Purchase DecisionHasan Ali MIRZA
The objective of this study is to understand the influence of social media in purchase decision making. The focus of the study is to understand the consumer buying behavior and influence of social media’s in decision making. The sample size taken for this study was 100 qualified respondents with diverse backgrounds across the country. An exploratory research was done to understand the nature of social networking and online consumer behaviour followed by a primary research where questionnaire were administered both personally and online.
Social media refers to online platforms that allow users to create and share content and participate in social networking. It includes websites and apps for social networking (Facebook), microblogging (Twitter), video sharing (YouTube), and more. Social media has changed communication by allowing organizations, communities and individuals to interact instantly on a global scale. While it connects people and spreads knowledge, it also presents disadvantages like illegal activity, damage to reputation, and distraction from responsibilities.
Social media refers to online platforms that allow users to create and share content and participate in social networking. It includes websites and apps for social networking (Facebook), microblogging (Twitter), video sharing (YouTube), and more. Social media has changed communication by allowing organizations, communities and individuals to interact instantly on a global scale. While it connects people and spreads knowledge, it also presents disadvantages like illegal activity, damage to reputation, and distraction from responsibilities.
Unraveling the Social Media Conundrum | A White Paper on Social MediaNabeel Adeni
This White Paper was prepared for 'South Asia Summit on Social Media for Digital Empowerment' in Sep 2013 at New Delhi.
The objective of this White Paper is to help individuals and organizations understand the real purpose of Social
Media, its scope, potential applications and responsibilities; and enable them to use it in truly beneficial ways for all.
Similar to Social media? Get serious... Functional Blocks of Social Media (20)
Two related trends characterize the recent past: value propositions are migrating from the physical to the informational, and value creation is shifting from firms to consumers. These two trends meet in the phenomenon of “consumer-generated intellectual property” (CGIP). This article addresses the question: “How should firms manage the intellectual property that their customers create?” It explores how CGIP presents important dilemmas for managers and argues that consumers’ “intellectual property” should not be leveraged at the expense of their “emotional property.” It integrates these perspectives into a diagnostic framework and discusses eight strategies for firms to manage CGIP.
This document discusses marketing strategies for financial services companies in an era of ubiquitous technology and digital connectivity, referred to as "U-commerce". It begins by outlining the evolution of technology's impact on the financial services industry. It then introduces the concept of U-commerce and its key characteristics of ubiquity, universality, uniqueness, and unison.
The document proposes a 2x2 framework to help financial services marketers identify objectives and strategies. The objectives are amplification, attenuation, contextualization, and transcension. Corresponding marketing strategies of nexus marketing, sync marketing, immersion marketing, and transcension marketing are presented. Examples specific to financial services are used to illustrate how companies can achieve the objectives through these strategies.
Although the protection of secrets is often vital to the survival of orga- nizations, at other times organizations can benefit by deliberately leaking secrets to outsiders. We explore how and why this is the case. We identify two dimensions of leaks: (1) whether the information in the leak is factual or concocted and (2) whether leaks are conducted overtly or covertly. Using these two dimensions, we identify four types of leaks: informing, dissembling, misdirecting, and provoking. We also provide a framework to help managers decide whether or not they should leak secrets.
Purpose – The status of icewine as a luxury item is largely undisputed in popular perception. Despite this, icewine has received very little attention in the management literature. This paper aims to close this gap by developing a theoretical framework to segment the luxury wine and spirits market with a focus on icewine.
Design/methodology/approach – This paper is conceptual in nature. The authors adapt Berthon et al.’s (2009) aesthetics and ontology (AO) framework for luxury brands to provide a theoretical lens for segmenting the luxury wine and spirits market into four distinct segments.
Findings – The main contribution of this paper is a theoretical framework for segmenting the market for luxury wines and spirits into four distinct segments: cabinet collectors, cellar collectors, connoisseurs and carousers. The authors then apply their framework to the icewine category and outline considerations for the marketing mix of icewine producers.
Practical implications – The AO framework for luxury wines and spirits is bene cial for icewine producers to help differentiate their current and future market segments. In addition, this paper outlines practical implications for icewine maker’s marketing mix that could enhance their competitive position today and in the future.
Originality/value – This is the rst paper examining icewine in the context of luxury marketing.
Purpose – Sometimes consumers express their enthusiasm for a brand by creating brand extensions, products or services in new categories that are closely affiliated with the “parent” brand. This paper aims to examine the positive or negative impact that consumer-generated brand extensions (CGBEs) can have on brand image and revenue, and the options that companies have available to deal with them. Design/methodology/approach – The paper presents a case study of the collectible strategy card game – Magic: The Gathering – and discusses how the company responded to five different brand extensions that were created by players. This case study was used to develop a framework that allows managers to evaluate CGBEs based on their benefits and risks and to select an appropriate response.
Findings – Four possible responses were identified: challenge, criticize, commend and catalyze. Which of these responses is appropriate for companies depends on whether the CGBE has a positive or negative impact on the brand image and revenue and whether this impact is large enough to merit an active response.
Originality/value – This study shows that it is essential for managers to understand how to evaluate CGBEs. Managed properly, they can improve product usage, help generate new customers and have a positive impact on revenue and brand image. However, CGBEs can also have a negative effect, in particular if they are substitutes for the original product.
The verb “simulate,” from the Latin simulare, to copy, repre- sent, or feign, has three distinct meanings in English. First, it can refer to something that imitates the appearance or char- acter of something else, such as when an actor stoops or walks very slowly in order to portray an old person. Second, it can refer to the act of pretending, for example, in a child’s game of “playing house,” in which children pretend to be adults in a home situation. Its third, much more recent mean- ing refers directly to the act of producing a computer model of a complex phenomenon. Interestingly, tracking the use of the word simulate in written work and media over time (as well as its noun form “simulation” and its adjective forms “simulated” and “simulative”) shows a very rapid take-off in the 1950s and from then on. This is almost certainly due to the advent of computers, with their ability to rapidly calcu- late the interaction effects of the large numbers of complex variables that constitute a phenomenon. However, viewing simulation as something that can only be done by computers is, in our opinion, limiting. For the purposes of learning, the real world can indeed be copied, represented, imitated, and pretended, as well as pretended in the marketing classroom.
Wearing safe: Physical and informational security in the age of the wearable ...Simon Fraser University
Wearable computing devices promise to deliver countless benefits to users. Moreover, they are among the most personal and unique computing devices of all, more so than laptops and tablets and even more so than smartphones. However, this uniqueness also brings with it a risk of security issues not encountered previously in information systems: the potential to not only compromise data, but also to physically harm the wearer. This article considers wearable device security from three perspectives: whether the threat is to the device and/or the individual, the role that the wearable device plays, and how holistic wearable device security strategies can be developed and monitored.
This document discusses various innovations in social media. It begins by defining innovation and discussing different types of innovations such as incremental, sustaining, disruptive, and radical innovations. It then explores several areas of social media innovation including social networking, social curation, the mobile experience and streaming, wearables, augmented and virtual reality, and artificial intelligence. For each area, examples of innovative companies and technologies are provided, such as how GoPro utilizes user-generated content in its marketing strategy. The document concludes by discussing challenges and takeaways regarding social media innovation.
There is growing interest in how gamification–—defined as the application of game design principles in non-gaming contexts–—can be used in business. However, academic research and management practice have paid little attention to the challenges of how best to design, implement, manage, and optimize gamification strategies. To advance understanding of gamification, this article defines what it is and explains how it prompts managers to think about business practice in new and innovative ways. Drawing upon the game design literature, we present a framework of three gamification principles–—mechanics, dynamics, and emotions (MDE)–—to explain how gamified experiences can be created. We then provide an extended illustration of gamification and conclude with ideas for future research and application opportu- nities.
Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques designed to directly interact with the community. For many companies, advertising via online platforms such as YouTube and Vimeo has replaced commercials on television altogether. Recently, branded flash mobs have emerged as a popular form of viral advertising. While many branded flash mobs have experienced millions of YouTube views a metric such as view count does not fully indicate the effectiveness of the ad. This netnographic study evaluates viewers’ attitude toward the ad to better understand the effects of branded flash mobs. After examining 2,882 YouTube comments from three virally successful branded flash mob ads, a typology is developed, referred to as the archetype of consumer attitude matrix, to enable academics to formulate research questions regarding branded flash mobs. These archetypes of consumer attitudes to the online ad, in this case branded flash mobs, aid in the assessment of consumer response based on processing (cognitive versus emotive) and stance (supportive versus antagonistic). This typology also serves as a guide to marketing managers in the use of branded flash mobs in their viral campaigns. The article concludes with recommendations for future research.
This document provides an overview of 3D printing and its potential disruptions and implications. It discusses how 3D printing works using additive rather than subtractive manufacturing. Designs can be created digitally and then printed by adding layers of material until the final product is completed. 3D printing will disrupt traditional manufacturing by allowing on-demand production without large inventories and enabling individuals to print parts and products at home. Firms and consumers will both be impacted, and it raises intellectual property and ethical issues that policymakers will need to address regarding this new technology.
The document provides a list of 33 rules for writing, along with some commentary. The rules advise against various grammatical errors and clichés. They recommend avoiding prepositions at the end of sentences, sentence fragments, unnecessary words, and verbing nouns. The author notes they expanded on a shorter version of the rules they found elsewhere, and invites the reader to provide additional points. The document is signed by Dr. Jan Kietzmann and includes his contact information.
Generation-C - Innovation, UGC, IP laws, Social Media, Hacking, iPhone, DRM, ...Simon Fraser University
Generation-C is a generational movement consisting of creative consumers, those who increasingly modify proprietary offerings, and of members of society who in turn use the developments of these creative consumers. It is argued that their respective activities, creating and using modified products, are carried out by an increasing number of people, everyday, without any moral and legal considerations. The resulting controversies associated with existing intellectual property rights are discussed, and suggestions put forward that the future can only bring conflict if such legislation is not changed so that derivative innovations are allowed to flourish. The article concludes with important messages to organisations, intellectual property rights lawyers, owners of property rights, governments and politicians, suggesting they reconsider their respective stances for the good of society.
Organizations use a variety of labels to refer to their customers — the individuals who use their products and services. These labels (e.g., guests, students, clients, members, patients, users, etc.) suggest different meanings and connotations than being a simple customer. In this paper, we explore traditional labeling theory, and its roots in categorization and semiotic theories, to aid in the understanding of the customer- firm relationship. We then extend and formalize this to a customer labeling theory, in which we posit that a firm’s labels for its customers may shape consumer and organizational attitudes. Therefore, if customers become what marketers call them, then these labels shape the dialog between organizations and their customers. Thus, customer labels indirectly impact the success of firms’ customer relationship management efforts. We discuss customer labeling implications for firms and make suggestions for future academic research.
This conceptual paper discusses eWoM as a coping response dependent on positive, neutral, or negative experiences made by potential, actual, or former consumers of products, services, and brands. We combine existing lenses and propose an integrative model for unpacking eWoM to examine how different consumption experiences motivate consumers to share eWoM online. The paper further presents an eWoM Attentionscape as an appropriate tool for examining the amount of attention the resulting different types of eWoM receive from brand managers. We discuss how eWoM priorities can differ between public affairs professionals and consumers, and what the implications are for the management of eWoM in the context of public affairs and viral marketing.
Innovations in mobile technology shape how mobile workers share knowledge and collaborate on the go. We introduce mobile communities of practice (MCOPs) as a lens for under- standing how these workers self-organize, and present three MCOP case studies. Working from contextual ambidexterity, we develop a typology of bureaucratic, anarchic, idiosyncratic and adhocratic MCOPs. We discuss how variations in the degree of organizational alignment and individual discretion shape the extent to which these types explore and exploit mobile work practices and approach organizational ambidexterity. This article concludes with important strategic implications for managing mobile work and practical considerations for identifying, creating, and supporting MCOPs.
This document discusses the evolution of surveillance systems from the panopticon concept to modern implementations. It describes three generations of surveillance: 1) the original panopticon prison design, 2) the adoption of CCTV cameras and data mining, and 3) emerging technologies that outsource surveillance to citizens and integrate monitoring into everyday devices. The key limitations of each generation are a lack of cohesion across disparate systems and limited data sharing between systems. Newer technologies aim to increase data capture, coupling of systems, and population monitoring to establish a more effective virtual panopticon.
Minding the gap: Bridging Computing Science and Business Studies with an Inte...Simon Fraser University
For today’s information technology organization, working in teams across functional and even organizational boundaries has become an integral part of every project. When asked about these projects, practitioners regularly report on how grave differences between business professionals and tech- nology teams have negatively affected project performance. The serious gap between how the two sides think, talk and work is systemic already in the training and education of both Business and Computer Science students at the univer- sity level. This paper describes the design of a competitive SFU Innovation Challenge which aims to bridge that gap by tasking interdisciplinary groups to create iPhone application prototypes and related business innovation roadmaps. This document then summarizes the objectives of the SFU Inno- vation Challenge, and reports on the difficulties and posi- tive results that materialized when students combined their technological problem- solving techniques and managerial strategies for effectively confronting real-world problems.
The recent evolution of mobile auto-identification technologies invites firms to connect to mobile work in altogether new ways. By strategically embedding “smart” devices, organizations involve individual subjects and real objects in their corporate information flows, and execute more and more business pro- cesses through such technologies as mobile Radio-Frequency Identification (RFID). The imminent path from mobility to pervasiveness focuses entirely on improving organizational performance measures and metrics of success. Work itself, and the dramatic changes these technologies introduce to the organiza- tion and to the role of the mobile worker are by and large ignored. The aim of this chapter is to unveil the key changes and challenges that emerge when mobile landscapes are “tagged”, and when mobile workers and mobile auto-identification technologies work side-by-side. The motivation for this chapter is to encourage thoughts that appreciate auto-identification technologies and their socio-technical impact on specific mobile work practices and on the nature of mobile work in general.
Despite the increasing popularity of mobile information systems, the actual processes leading to the innovation of mobile technologies remain largely unexplored. This study uses Action Research to examine the innovation of a mobile RFID technology. Working from Activity Theory, it departs from the prevalent product-oriented view of innovation and treats technology-in-the- making as a complex activity, made possible through the interaction of manufacturers, their organisational clients and their respective mobile workers. The lens of a normative Interactive Innovation Framework reveals distinctive interaction problems that bear on the innovation activity. In addition to difficulties emerging from dissimilar motivations for the innovation project, the mobile setting presents unique contradictions based on the geographical distribution of its participants, the diverse role of mobile technology, the complexity of interacting through representations and the importance of the discretion with which mobile work activities are carried out today.
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc
How does your privacy program stack up against your peers? What challenges are privacy teams tackling and prioritizing in 2024?
In the fifth annual Global Privacy Benchmarks Survey, we asked over 1,800 global privacy professionals and business executives to share their perspectives on the current state of privacy inside and outside of their organizations. This year’s report focused on emerging areas of importance for privacy and compliance professionals, including considerations and implications of Artificial Intelligence (AI) technologies, building brand trust, and different approaches for achieving higher privacy competence scores.
See how organizational priorities and strategic approaches to data security and privacy are evolving around the globe.
This webinar will review:
- The top 10 privacy insights from the fifth annual Global Privacy Benchmarks Survey
- The top challenges for privacy leaders, practitioners, and organizations in 2024
- Key themes to consider in developing and maintaining your privacy program
Generating privacy-protected synthetic data using Secludy and MilvusZilliz
During this demo, the founders of Secludy will demonstrate how their system utilizes Milvus to store and manipulate embeddings for generating privacy-protected synthetic data. Their approach not only maintains the confidentiality of the original data but also enhances the utility and scalability of LLMs under privacy constraints. Attendees, including machine learning engineers, data scientists, and data managers, will witness first-hand how Secludy's integration with Milvus empowers organizations to harness the power of LLMs securely and efficiently.
Ivanti’s Patch Tuesday breakdown goes beyond patching your applications and brings you the intelligence and guidance needed to prioritize where to focus your attention first. Catch early analysis on our Ivanti blog, then join industry expert Chris Goettl for the Patch Tuesday Webinar Event. There we’ll do a deep dive into each of the bulletins and give guidance on the risks associated with the newly-identified vulnerabilities.
Infrastructure Challenges in Scaling RAG with Custom AI modelsZilliz
Building Retrieval-Augmented Generation (RAG) systems with open-source and custom AI models is a complex task. This talk explores the challenges in productionizing RAG systems, including retrieval performance, response synthesis, and evaluation. We’ll discuss how to leverage open-source models like text embeddings, language models, and custom fine-tuned models to enhance RAG performance. Additionally, we’ll cover how BentoML can help orchestrate and scale these AI components efficiently, ensuring seamless deployment and management of RAG systems in the cloud.
UiPath Test Automation using UiPath Test Suite series, part 6DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 6. In this session, we will cover Test Automation with generative AI and Open AI.
UiPath Test Automation with generative AI and Open AI webinar offers an in-depth exploration of leveraging cutting-edge technologies for test automation within the UiPath platform. Attendees will delve into the integration of generative AI, a test automation solution, with Open AI advanced natural language processing capabilities.
Throughout the session, participants will discover how this synergy empowers testers to automate repetitive tasks, enhance testing accuracy, and expedite the software testing life cycle. Topics covered include the seamless integration process, practical use cases, and the benefits of harnessing AI-driven automation for UiPath testing initiatives. By attending this webinar, testers, and automation professionals can gain valuable insights into harnessing the power of AI to optimize their test automation workflows within the UiPath ecosystem, ultimately driving efficiency and quality in software development processes.
What will you get from this session?
1. Insights into integrating generative AI.
2. Understanding how this integration enhances test automation within the UiPath platform
3. Practical demonstrations
4. Exploration of real-world use cases illustrating the benefits of AI-driven test automation for UiPath
Topics covered:
What is generative AI
Test Automation with generative AI and Open AI.
UiPath integration with generative AI
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Building Production Ready Search Pipelines with Spark and MilvusZilliz
Spark is the widely used ETL tool for processing, indexing and ingesting data to serving stack for search. Milvus is the production-ready open-source vector database. In this talk we will show how to use Spark to process unstructured data to extract vector representations, and push the vectors to Milvus vector database for search serving.
For the full video of this presentation, please visit: https://www.edge-ai-vision.com/2024/06/building-and-scaling-ai-applications-with-the-nx-ai-manager-a-presentation-from-network-optix/
Robin van Emden, Senior Director of Data Science at Network Optix, presents the “Building and Scaling AI Applications with the Nx AI Manager,” tutorial at the May 2024 Embedded Vision Summit.
In this presentation, van Emden covers the basics of scaling edge AI solutions using the Nx tool kit. He emphasizes the process of developing AI models and deploying them globally. He also showcases the conversion of AI models and the creation of effective edge AI pipelines, with a focus on pre-processing, model conversion, selecting the appropriate inference engine for the target hardware and post-processing.
van Emden shows how Nx can simplify the developer’s life and facilitate a rapid transition from concept to production-ready applications.He provides valuable insights into developing scalable and efficient edge AI solutions, with a strong focus on practical implementation.
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Speck&Tech
ABSTRACT: A prima vista, un mattoncino Lego e la backdoor XZ potrebbero avere in comune il fatto di essere entrambi blocchi di costruzione, o dipendenze di progetti creativi e software. La realtà è che un mattoncino Lego e il caso della backdoor XZ hanno molto di più di tutto ciò in comune.
Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
BIO: Sostenitrice del software libero e dei formati standard e aperti. È stata un membro attivo dei progetti Fedora e openSUSE e ha co-fondato l'Associazione LibreItalia dove è stata coinvolta in diversi eventi, migrazioni e formazione relativi a LibreOffice. In precedenza ha lavorato a migrazioni e corsi di formazione su LibreOffice per diverse amministrazioni pubbliche e privati. Da gennaio 2020 lavora in SUSE come Software Release Engineer per Uyuni e SUSE Manager e quando non segue la sua passione per i computer e per Geeko coltiva la sua curiosità per l'astronomia (da cui deriva il suo nickname deneb_alpha).
Taking AI to the Next Level in Manufacturing.pdfssuserfac0301
Read Taking AI to the Next Level in Manufacturing to gain insights on AI adoption in the manufacturing industry, such as:
1. How quickly AI is being implemented in manufacturing.
2. Which barriers stand in the way of AI adoption.
3. How data quality and governance form the backbone of AI.
4. Organizational processes and structures that may inhibit effective AI adoption.
6. Ideas and approaches to help build your organization's AI strategy.
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
AI-Powered Food Delivery Transforming App Development in Saudi Arabia.pdfTechgropse Pvt.Ltd.
In this blog post, we'll delve into the intersection of AI and app development in Saudi Arabia, focusing on the food delivery sector. We'll explore how AI is revolutionizing the way Saudi consumers order food, how restaurants manage their operations, and how delivery partners navigate the bustling streets of cities like Riyadh, Jeddah, and Dammam. Through real-world case studies, we'll showcase how leading Saudi food delivery apps are leveraging AI to redefine convenience, personalization, and efficiency.
AI-Powered Food Delivery Transforming App Development in Saudi Arabia.pdf
Social media? Get serious... Functional Blocks of Social Media
1. Business Horizons (2011) 54, 241—251
www.elsevier.com/locate/bushor
Social media? Get serious! Understanding the
functional building blocks of social media
Jan H. Kietzmann *, Kristopher Hermkens, Ian P. McCarthy,
Bruno S. Silvestre
Segal Graduate School of Business, Simon Fraser University, 500 Granville Street, Vancouver, BC V6C 1W6,
Canada
KEYWORDS Abstract Traditionally, consumers used the Internet to simply expend content: they
Social media; read it, they watched it, and they used it to buy products and services. Increasingly,
Social networks; however, consumers are utilizing platforms–—such as content sharing sites, blogs,
Web 2.0; social networking, and wikis–—to create, modify, share, and discuss Internet content.
User-generated This represents the social media phenomenon, which can now significantly impact a
content; firm’s reputation, sales, and even survival. Yet, many executives eschew or ignore this
Facebook; form of media because they don’t understand what it is, the various forms it can take,
Twitter; and how to engage with it and learn. In response, we present a framework that defines
LinkedIn; social media by using seven functional building blocks: identity, conversations,
YouTube sharing, presence, relationships, reputation, and groups. As different social media
activities are defined by the extent to which they focus on some or all of these blocks,
we explain the implications that each block can have for how firms should engage with
social media. To conclude, we present a number of recommendations regarding how
firms should develop strategies for monitoring, understanding, and responding to
different social media activities.
# 2011 Kelley School of Business, Indiana University. All rights reserved.
1. Welcome to the jungle: The social create, discuss, and modify user-generated con-
media ecology tent. Given the tremendous exposure of social me-
dia in the popular press today, it would seem that we
Social media employ mobile and web-based tech- are in the midst of an altogether new communica-
nologies to create highly interactive platforms tion landscape. The New York Times recently hired a
via which individuals and communities share, co- social media editor (Nolan, 2009); the Catholic Press
Association (2010) offers a webinar on how the
church can use social media; and the Governor of
California, Arnold Schwarzenegger, is on Twitter
* Corresponding author.
E-mail addresses: jan_kietzmann@sfu.ca (J.H. Kietzmann),
with 1.8 million followers. Even Northwest Organic
khh5@sfu.ca (K. Hermkens), ian_mccarthy@sfu.ca (I.P McCarthy),
. Valley brand milk cartons now display ‘find, friend,
bruno_silvest@sfu.ca (B.S. Silvestre). and follow us’ slogans. But unknown to many, this
0007-6813/$ — see front matter # 2011 Kelley School of Business, Indiana University. All rights reserved.
doi:10.1016/j.bushor.2011.01.005
2. 242 J.H. Kietzmann et al.
landscape of social media sites and services started time a musical instrument had been broken during
forming more than a dozen years ago. For instance, the course of a flight. It was, however, probably the
in 1997, the social network site Sixdegrees allowed first time that the owner of the instrument recorded
users to create profiles, list their friends, and add a music video about the experience and posted it on
friends-of-friends to their own lists (Boyd & Ellison, YouTube. The video, portraying United in a very
2008). Sound familiar? unfavorable light, went ‘viral’ and has been viewed
There currently exists a rich and diverse ecology almost 9.5 million times (Carroll, 2009). Amongst
of social media sites, which vary in terms of their other highlights, United Breaks Guitars was cited by
scope and functionality. Some sites are for the Time.com as one of YouTube’s best videos, and even
general masses, like Friendster, Hi5, and–—of discussed by Wolf Blitzer on television’s CNN Situa-
course–—Facebook, which opened only 4 years tion Room. Such attention led to a brand and public
after Sixdegrees closed its doors. Other sites, like relations crisis for United, as the story was cheered
LinkedIn, are more focused professional networks; on by a global community of passengers who under-
in fact, Facebook started out as a niche private stood all too well the frustrations of dealing with
network for Harvard University students. Media airline service failures. United did not respond and,
sharing sites, such as MySpace, YouTube, and Flickr, to this day, an Internet search of the term ‘United’
concentrate on shared videos and photos. And after returns Carroll’s damaging YouTube video link at the
a slow start in the late 1990s, weblogs (blogs) have top of the results list. This high profile example
become very popular, because they are easy to illustrates how ill-prepared firms can be in dealing
create and to maintain. Their authors range from with social media conversations about them. As BBC
everyday people to professional writers and celeb- Business Editor Tim Weber (2010) explains: ‘‘These
rities. Today, the resulting ‘blogosphere’ of more days, one witty tweet, one clever blog post, one
than 100 million blogs and their interconnections devastating video–—forwarded to hundreds of
has become an important source of public opinion. friends at the click of a mouse–—can snowball and
There are even search engines, like Technorati, that kill a product or damage a company’s share price.’’
are dedicated to searching blogs. Similarly, with the Although it is clear that–—for better or for worse–—
help of social news and bookmarking sites like Reddit, social media is very powerful, many executives are
Digg, and Delicious (formerly known as Del.icio.us), reluctant or unable to develop strategies and allo-
users can rank sites by voting on the value of content. cate resources to engage effectively with social
Most recently, the phenomenon of micro-blogging media. Consequently, firms regularly ignore or mis-
focuses on offering real-time updates. Twitter has manage the opportunities and threats presented by
been driving this development since it was founded in creative consumers (Berthon, Pitt, McCarthy, &
2006. Today, more than 145 million users send on Kates, 2007). One reason behind this ineptitude is
average 90 million ‘tweets’ per day, each consisting a lack of understanding regarding what social media
of 140 characters or less (Madway, 2010). These are are, and the various forms they can take (Kaplan &
mostly short status updates of what users are doing, Haenlein, 2010). To help address this gap in knowl-
where they are, how they are feeling, or links to other edge, we herein present and illustrate a honeycomb
sites. In turn, Foursquare ties these real-time up- framework of seven social media building blocks.
dates into location specific information by rewarding Utilized individually and together, these blocks can
users for ‘checking in’ to real sites at any location help mangers make sense of the social media ecolo-
worldwide, and for leaving their comments for others gy, and to understand their audience and their
to view. engagement needs. In true social media fashion,
With this rise in social media, it appears that the origins of this framework can be attributed to
corporate communication has been democratized. a number of bloggers: principally, Gene Smith (2007)
The power has been taken from those in marketing of the Atomiq.org, who developed and combined
and public relations by the individuals and commu- ideas discussed by Matt Webb (2004) of intercon-
nities that create, share, and consume blogs, nect.org; Stewart Butterfield (2003) of sylloge.com;
tweets, Facebook entries, movies, pictures, and and Peter Morville (2004) of semanticstudios.com.
so forth. Communication about brands happens, We have taken their ideas and advanced them in
with or without permission of the firms in question. four ways, each of which forms a part of our article.
It is now up to firms to decide if they want to get In Section 2, we explain how executives would
serious about social media and participate in this use the framework to understand the functional
communication, or continue to ignore it. Both have traits of different social media activities, and dis-
a tremendous impact. cuss and illustrate the fundamental implications
For instance, when United Airlines broke Dave that each block presents to firms as they seek to
Carroll’s guitar in 2008, it likely was not the first fathom the engagement needs of their social media
3. Social media? Get serious! Understanding the functional building blocks of social media 243
Figure 1. The honeycomb of social media
audience. In Section 3, we explain how the frame- users in certain ways. For instance, Kaplan and
work can be used to compare and contrast the Haenlein (2010) explain that the presentation
functionalities and implications of different social of a user’s identity can often happen through
media activities. Finally, in Section 4, we conclude the conscious or unconscious ‘self-disclosure’ of
by presenting guidelines for how firms should devel- subjective information such as thoughts, feelings,
op strategies for monitoring, understanding, and likes, and dislikes. Consequently, users and
responding to different social media activities. social media sites have different discourse prefer-
ences and aims. Many individuals who participate
in online activities use their real names (e.g., Guy
2. The seven functional blocks of Kawasaki, a leading blogger and managing director
social media of Garage Technology Ventures), while other
influential social media mavens are known by their
The framework we use (see Figure 1) is a honeycomb nicknames, or ‘handles’ (e.g., hummingbird604
of seven functional building blocks: identity, con- is Raul Pacheco, a blogger and educator on envi-
versations, sharing, presence, relationships, repu- ronmental issues).
tation, and groups. Each block allows us to unpack Of course, there are many different social media
and examine (1) a specific facet of social media user platforms built around identity that require users to
experience, and (2) its implications for firms. These set up profiles (e.g., Facebook). This has led to the
building blocks are neither mutually exclusive, nor formation of secondary services like DandyID, which
do they all have to be present in a social media allows users to store their online social identities in
activity. They are constructs that allow us to make one place. Similar in nature to business cards and
sense of how different levels of social media func- email signatures, social media users now create
tionality can be configured. social media profile cards, using tools like Retaggr,
to advertise their different identities and encourage
2.1. Identity others to follow them. While these new forms of
communication attracted many early adopters, new
The identity functional block represents the ex- demographics are now participating. In particular,
tent to which users reveal their identities in a those 55 and older–—who were relatively rare con-
social media setting. This can include disclosing tributors in Web 1.0–—are now the fastest growing
information such as name, age, gender, profes- demographic on Facebook, with women outnumber-
sion, location, and also information that portrays ing men 2:1 (Marketingcharts, 2009).
4. 244 J.H. Kietzmann et al.
As identity is core to many social media plat- 2.2. Conversations
forms, this presents some fundamental implica-
tions for firms seeking to develop their own social The conversations block of the framework repre-
media sites or strategies for engaging with other sents the extent to which users communicate with
sites. One major implication is privacy. Users will- other users in a social media setting. Many social
ingly share their identities on social media sites media sites are designed primarily to facilitate
such as Facebook and Twitter, yet this does not conversations among individuals and groups. These
mean they do not care what happens to this conversations happen for all sorts of reasons. People
information. Indeed, users have serious concerns tweet, blog, et cetera to meet new like-minded
about how secondary firms use their information people, to find true love, to build their self-esteem,
as a source for data mining and surveillance or to be on the cutting edge of new ideas or trending
(Kietzmann & Angell, 2010), and the extent to topics. Yet others see social media as a way of
which social media sites passively facilitate or making their message heard and positively impact-
actively encourage these activities. This has re- ing humanitarian causes, environmental problems,
sulted in users and government agencies initiating economic issues, or political debates (Beirut, 2009).
class-action lawsuits for invasion of privacy The enormous number and diversity of conversa-
(Kravets, 2010). Users have also developed iden- tions that can take place in a social media setting,
tity strategies (e.g., real identity versus virtual means that there are format and protocol implica-
identities), while others focus on self-promotion tions for firms which seek to host or track these
(e.g., Facebook) or self-branding (e.g., LinkedIn). conversations. Twitter, for instance, is centered
Professional photographers, for example, pay a around exchanging short messages that are mostly
premium to share their photographs on Flickr to real-time status updates, so as to create an ‘ambi-
develop their professional brand, and start con- ent awareness’ of issues (Kaplan & Haenlein, in
versations within their community. press). Mostly, these messages are of an ephemeral
However, this does not suggest that firms should nature, without any obligation to respond. Review-
insist on profiles that are complete or accurate. In ing past tweets requires an archiving service like
fact, in an effort to protect their privacy, people Google Replay, which lets users search through and
tie different identities to the context of the review tweets. Twitter, then, is more about conver-
different social media platforms they use (e.g., sation than identity. Blogs, on the other hand, are
hobbies and pictures on Facebook might be differ- less about staying connected synchronously than
ent from those on LinkedIn). In some cases, about facilitating rich, often lengthy conversations
though, identities remain anonymous. For exam- that can be traced back on the blog itself.
ple, social networks like Divorce360 work for those Drawing from research on industry dynamics
in complicated relationships or in various stages of (McCarthy, Lawrence, Wixted, & Gordon, 2010),
breakups, who strongly need support but wish to we argue that differences in the frequency and
remain anonymous. Consequently, technologies content of a conversation can have major implica-
such as OAuth (Hammer-Lahav, 2007) have been tions for how firms monitor and make sense of the
developed as an open standard for authorization, ‘conversation velocity’: the rate and direction of
for ‘‘giving access to your stuff without sharing change in a conversation. The rate of change is the
your identity at all (or its secret parts).’’ Although number of new conversations over a specified period
OAuth is now required for all third party Twitter of time, and the direction of change is the continuity-
applications, it does not work for everyone. For discontinuity of the conversation (i.e., changes in
instance, users of the infamous Internet counter- how favorable or unfavorable a conversation is
culture 4chan–—who brought us the ‘rickrolling’ toward a firm and its products). For instance, to
meme: a cultural practice whereby users are make collective sense of the short, speedy, and
tricked into watching a cheesy music video–— numerous conversations hosted by sites such as
prefer to know each other only by their handles. Twitter, firms need tools and capabilities that allow
One of their members, an individual who goes by them to connect the dots. That is, the conversations
the name ‘moot,’ has been described as ‘‘the most are like pieces of a rapidly changing puzzle which,
influential Web entrepreneur you’ve never heard when aggregated, combine to produce an overall
of’’ (Smith, 2008). Striking a careful balance be- image or message. In contrast, people such as Marc
tween sharing identities and protecting privacy is Andreeson (a co-founder of Netscape) use regular
crucial in selecting social media tools; the wrong blogs to post detailed, but less frequent accounts.
mix can lead to a lack of accountability among These postings can be rich and useful, but not
users, encourage cyber-bullying, and pave the way necessarily connected to a greater social media
for off-topic and off-color comments. exchange on the same subject.
5. Social media? Get serious! Understanding the functional building blocks of social media 245
Another fundamental implication of conversation sharing that can be built into a social media platform
is the issue of firms starting or manipulating a very much depend on the aims of the platform. For
conversation. For example, Unilever gave its com- example, YouTube started as a platform to allow
munity something to talk about upon launching the individuals to upload and share homemade videos;
Dove Campaign for Real Beauty in 2004. People not the first of these showed one of the founders enjoy-
only conversed on Dove’s own blog or discussion ing a day at the San Diego Zoo. This case illustrates
board, but also talked very positively about the that even though the object medium is video, You-
campaign across many social media platforms. To Tube was established primarily to enable users to
spark more conversation, one billboard in the series share personal objects–—experiences and observa-
asked viewers to vote on whether a woman dis- tions–—with the world.
played was ‘fat’ or ‘fab,’ with the results posted A second implication concerns the degree to
in real-time on the board. Thus, there are benefits which the object can or should be shared. As You-
and risks in joining and manipulating conversations. Tube grew, users increasingly uploaded video not
Firms which know when to chime in–—and, when not created by them. This led to criticism and lawsuits
to–—show their audience that they care, and are against YouTube for failing to ensure that uploaded
seen as a positive addition to the conversation; this material complied with copyright laws. YouTube has
is in contrast to firms which flood conversations that also been denounced for hosting videos that contain
were not ‘theirs’ in the first place. offensive content. As a result, YouTube developed
controls and allocated resources to filter and then
2.3. Sharing screen the content that it helps share. This includes
requiring users who want to upload video, to regis-
Sharing represents the extent to which users ex- ter and agree to terms of use; providing a content
change, distribute, and receive content. The term management system that allows content owners
‘social’ often implies that exchanges between peo- (e.g., movie studios) to identify and manage their
ple are crucial. In many cases, however, sociality is content on YouTube; asking users to flag inappropri-
about the objects that mediate these ties between ate content; and employing an army of people who
people (Engestrom, 2005); the reasons why they
¨ screen and remove content that is in violation of the
meet online and associate with each other. Consider terms of use.
Groupon, which publishes a 50% - 90% discount
coupon for local businesses each day via email, 2.4. Presence
Twitter, mobile phone applications, and its own
website. The coupon is only valid, however, once The framework building block presence represents
a critical mass has agreed to purchase the special the extent to which users can know if other users are
offer. Social shopping services like Groupon leverage accessible. It includes knowing where others are, in
the ‘social graph,’ a mapping of users’ connectivity, the virtual world and/or in the real world, and
to share the news via email across their entire social whether they are available. In the virtual world,
network. Consequently, social media consist of peo- this happens through status lines like ‘available’ or
ple who are connected by a shared object (e.g., a ‘hidden.’ Given the increasing connectivity of peo-
groupon, text, video, picture, sound, link, loca- ple on the move, this presence bridges the real and
tion). Sharing alone is a way of interacting in social the virtual. For instance, actor Ashton Kutcher and
media, but whether sharing leads users to want to his actress wife Demi Moore are both active on
converse or even build relationships with each other Foursquare, and when they ‘check in’ at a particular
depends on the functional objective of the social location, fans and traditional media can view this
media platform. For instance, the objects of social- information and know where to go for celebrity
ity are pictures for Flickr, Indie music for MySpace, gawking. Similar presence-focused platforms center
and careers for LinkedIn. on geographical spaces, not specific locations.
We suggest there are at least two fundamental Friends Around Me allows users to share their status
implications that the sharing block of the honey- updates and check-ins across networks–—Facebook,
comb has for all firms with ambition to engage in Twitter, Foursquare, and Gowalla–—and displays
social media. The first is the need to evaluate what which friends are in close physical proximity. Flash-
objects of sociality their users have in common, or mobs like T-Mobile’s Welcome Back (Lifesforsharing,
to identify new objects that can mediate their 2010) are a similar phenomenon, whereby large
shared interests. Without these objects, a sharing groups of people, organized mostly via social media,
network will be primarily about connections be- practice an unusual but enormously powerful act:
tween people but without anything connecting them assembling in a public place to suddenly perform for
together. Of course, these objects and the type of a brief time, then dispersing just as quickly. Another
6. 246 J.H. Kietzmann et al.
example of real-time presence is Trapster, a vehicle Social software like AOL Instant Messenger (AIM) and
speed trap sharing system that relies on user- Skype allow people to talk to ‘buddies’ or ‘contacts’
generated content to warn drivers of live police speed they already know. On other platforms, relation-
traps, red light cameras, speed cameras, and so forth. ships are informal and without structure. Blogs, for
In other cases–—for instance, LinkedIn–—knowing instance, can allow users to develop a relationship
who else is online or where others are located physi- with each other, without a formal arrangement of
cally does not matter. what and how much information they should share.
The implication of presence is that firms need to In yet other cases, including Twitter and YouTube,
pay attention to the relative importance of user relationships hardly matter. The general rule is that
availability and user location. In some cases, this is social media communities which don’t value identi-
tied very directly to a desire to interact synchro- ty highly, also don’t value relationships highly.
nously, whether this is through voice or sharing data. Because the implications of the relationship block
Should users prefer to engage in real-time, then the are numerous, we use two properties–—structure
social media platform should offer a presence or and flow–—from social network theory (Borgatti &
status line indicator, along with a suitable mecha- Foster, 2003; Granovetter, 1973) to explain the
nism through which these users can contact each importance of different relationship traits. The
other and interact. A firm might also want to inves- structural property of a user’s relationships refers
tigate if users have a desire for selective presences, to how many connections they have and their posi-
where one can be visible to some people while tion in their network of relationships. Research
staying hidden to others. Another direct implication shows that the denser and larger a user’s portfolio
of presence is that it is linked to the traits of other of relationships is, and the more central his or her
functional blocks in the honeycomb framework, position in the portfolio, the more likely that user is
including conversations and relationships. For in- to be an influential member (‘influencer’) in their
stance, drawing upon ideas by Kaplan and Haenlein network. The flow property of user relationships
(2010), firms should recognize that social media refers to the types of resources involved in individ-
presence is influenced by the intimacy and immedi- ual relationships and how these resources are used,
acy of the relationship medium, and that higher exchanged, or transformed. It describes the
levels of social presence are likely to make conver- strength of a relationship: strong relationships are
sations more influential. ‘‘long-lasting, and affect-laden’’ (Krackhardt, 1992,
p. 218), while weak ones are ‘‘infrequent and dis-
2.5. Relationships tant’’ (Hansen, 1999, p. 84). It also refers to the
‘multiplexity’ of relationships; that is, when users
The relationships block represents the extent to are connected by more than one type of relationship
which users can be related to other users. By ‘re- (e.g., they are work colleagues and friends).
late,’ we mean that two or more users have some Consequently, if a social media community values
form of association that leads them to converse, relationships, the issue of structural and flow prop-
share objects of sociality, meet up, or simply just list erties becomes important. Social media sites and
each other as a friend or fan. Consequently, how firms seeking to engage with their users must un-
users of a social media platform are connected often derstand how they can maintain or build relation-
determines the what-and-how of information ex- ships, or both. If the relationships need to be formal
change. In some cases, these relationships are fairly and regulated, then a process should be developed
formal, regulated, and structured. LinkedIn, for to validate authenticity of users. If a social media
instance, allows users to see how they are linked platform adopts a brokering role or facilitates trans-
to others and how many degrees of separation they actions, social mechanisms via which other individ-
are from a ‘target’ member–—possibly an employer uals act as an approval step (e.g., LinkedIn), or legal
they would like to meet. Member profiles also need steps can be employed. If users mostly expect to
to be validated by others to be complete. With a maintain existing relationships, then a simple iden-
focus on relationship building, LinkedIn has a refer- tification process is required. For instance, users can
ral system so that these users can be introduced, send a ‘friend request’ that needs to be accepted by
through a chain of friends-of-friends, to the person the other party before the two can add each other to
they intended to meet so that they can be closer to their contact list. If the nature of the engagement
the people they would like to meet. Of course, among users is to grow their networks, then more
growing a network as large as possible likely reduces information might need to be displayed to create
the degrees of separation to these individuals. In meaningful relationships; this, of course, must hon-
other cases, social media platforms are centered on or the users’ expectation of both identity and pri-
existing relationship maintenance, not expansion. vacy, as outlined above. Another alternative is that
7. Social media? Get serious! Understanding the functional building blocks of social media 247
users of the community enter into a legally binding (e.g., number of views or followers) or collective
transaction (e.g., the social commerce site Bonanza), intelligence of the crowd (e.g., rating system). For
which is an altogether different relationship. example, social media service sites such as Social
Mention search and compile user-generated content
2.6. Reputation from over 80 social media sites. It enables firms and
individuals to monitor how many times they and
Reputation is the extent to which users can identify others are mentioned, using a number of metrics
the standing of others, including themselves, in a including: strength (the number of times you are
social media setting. Reputation can have different mentioned); sentiment (the ratio of mentions that
meanings on social media platforms. In most cases, are positive to those that are negative); passion
reputation is a matter of trust, but since information (how often certain users talk about you); and reach
technologies are not yet good at determining such (the number of different users talking about
highly qualitative criteria, social media sites rely on you divided by the total number of times you are
‘mechanical Turks’: tools that automatically aggre- mentioned).
gate user-generated information to determine
trustworthiness. For instance, Jeremiah Owyang’s 2.7. Groups
70,000 and Guy Kawasaki’s 292,000 followers on
Twitter attest their reputations as social media The groups functional block represents the extent
maven and emerging technology expert, respective- to which users can form communities and sub-
ly. Another example is LinkedIn, which builds the communities. The more ‘social’ a network becomes,
reputation of one individual based on endorsements the bigger the group of friends, followers, and
from others. However in social media, reputation contacts. A widely discussed relationship-group
refers not only to people but also their content, metric is Dunbar’s Number, proposed by anthropol-
which is often evaluated using content voting sys- ogist Robin Dunbar (1992), who theorized that peo-
tems. On YouTube, the reputation of videos might be ple have a cognitive limit which restricts the number
based on ‘view counts’ or ‘ratings,’ while on Face- of stable social relationships they can have with
book this could be ‘likes,’ and so forth. Via the other people to about 150. Social media platforms
StumbleUpon platform, for example, one can only have recognized that many communities grow well
see content that has already been filtered by users beyond this number, and offer tools that allow users
who share a common interest. The more Stumble- to manage membership. Two major types of groups
Upon knows about a user, the better it can match up exist. First, individuals can sort through their con-
preferences of like-minded individuals who have tacts and place their buddies, friends, followers, or
given the particular website a ‘thumbs up’ or fans into different self-created groups (e.g., Twitter
‘thumbs down’ verdict. has lists). Second, groups online can be analogous to
As with the other blocks in the honeycomb frame- clubs in the offline world: open to anyone, closed
work, reputation has significant implications for (approval required), or secret (by invitation only).
how firms should effectively engage social media. Facebook and Flickr have groups, for instance, with
If firms and users value their reputations and those administrators who manage the group, approve
of other users, then a metric must be chosen to applicants, and invite others to join.
provide this information. The number of followers The direct implication of groups is fairly straight-
on Twitter has limited value in that it only indicates forward. It can be assumed that a social media
how popular a person is, not how many people community would enjoy a way to group its users,
actually read the posts. Since people can follow even when the number of likely contacts is low for
as many others as they like, they also do not have each member initially. It is good practice to enable
a reason to ‘unfollow’ anyone. For a firm, this means this feature from the start such that members don’t
the engagement needs of its community should have to sort through lengthy contact lists to order
inform the choice of reputation system. If time their contacts later. If the members just need to
and activity in a community matter, a measure of order their contacts to manage followers, friends,
the number of posts over time might be a better fans, and the like, then simple user-generated
metric. If the quality of an individual’s contributions grouping will suffice. This resembles allowing users
matters, a rating system would be an appropriate to label their contacts, without these contacts being
choice. aware of it. If, however, a group wants to pursue an
Once a firm has identified appropriate metrics for agenda and grow its membership, then more formal
the reputation of its community’s social media en- group rules and functions would be required.
gagement, the appropriate evaluation tool must be The indirect implications of groups are compli-
chosen. This could either be based on objective data cated. Groups in social media are more than just a
8. 248 J.H. Kietzmann et al.
Figure 2. Contrasting the functionalities of different sites
listing of users. There is a focus on different per- more difficult it is to manage for the users. For
missions for different group membership activity this reason, many social media platforms have
and content. Given the enormous traffic on social chosen to offer a few categories of groups and a
media and the amount of noise it generates daily, few combinations of permissions. Of course, these
the need for filtering is paramount. To connect to choices are highly contextual, and a firm would
some of the earlier honeycomb blocks, groups can benefit from studying exactly what kinds of groups
vary in how they allow individuals to share specific their community would support, and how these
details with some contacts, but not others. Differ- should affect their engagement with other honey-
ent parts of an identity could be set up for each comb pieces.
block. In terms of presence, a user could choose to
be available to some (e.g., those in the friends
group) on the weekend, but not others (e.g., col- 3. Differences matter: The 4 Cs
leagues). But what happens when life is multiplex
and one friend is also a colleague? Permissions It is difficult to stay abreast of the choices people
management is inherently difficult, and the more have for social media platforms. It seems that new
flexibility that is embedded in the system, the sites and services emerge every day, vying for the
9. Social media? Get serious! Understanding the functional building blocks of social media 249
attention of individuals and communities online. velocity of a conversation. The mantra ‘customer
When examining the social media ecology, it quickly service is the new marketing’ emphasizes that the
becomes clear that many sites have struck a careful firm is no longer in control of the conversation, and
balance among the different blocks of the honey- that any social media strategy should also focus on
comb. Some focus more on identity, some more on increasing customer happiness (e.g., how well cus-
sharing, et cetera. None of today’s major social tomer issues are resolved) and customer input (e.g.,
media sites focus solely on just one block. Gene suggestions for improving a product or service). The
Smith (2007), one of the bloggers who helped evolve plan also needs to integrate a social media strategy
this framework, argues that sites tend to concen- tightly with other marketing strategies, whereby
trate on three or four primary blocks. In Figure 2 we one points the audience to the other. Unless users
illustrate this with four examples: LinkedIn, Four- are made aware of the existence of a social media
square, YouTube, and Facebook. The darker the forum, they are unlikely to discover it by chance.
color of a block, the greater this social media The ‘find us, friend us, and follow us’ slogan on milk
functionality is within the site. containers is a suitable example for how ‘bought’
Using tools like the honeycomb framework to media (e.g., advertising) and ‘owned’ media (e.g.,
understand and develop social media platforms, the brand or the product itself) can be integrated
and the social media landscape more generally, is with social media (the ‘earned’ media) to seed and
increasingly important. Consequently, we now pres- drive conversations, sharing, relationships, and so
ent a guideline–—the 4 Cs: cognize, congruity, cu- forth. Other choices in the planning stage require
rate, and chase–—relating how firms should develop another look at the honeycomb to learn what key
strategies for monitoring, understanding, and re- activities–—conversations, for instance–—will help
sponding to different social media activities. the firm gain trust with a key influencer and within
the community.
3.1. Cognize
3.3. Curate
A firm should first recognize and understand its
social media landscape, using the honeycomb A firm must act as a curator of social media inter-
framework. This will unveil the social media func- actions and content. This involves developing a
tionality and engagement implications for under- clear understanding of how often and when a firm
standing your customers. Similarly, it is important to should chime into conversations on a social media
find out if and where conversations about a firm are platform, and who will represent the firm online.
already being held, and how these are enabled by Social media involvement is not an exact science,
the different functionalities in the honeycomb but to reduce the ambiguity, firms should develop
framework. At the same time, firms need to pay policies that outline how their employees look after
attention to other critical elements of the social and preserve different forms of social media en-
media landscape, including who some of the main gagement. The key here is to identify employees
influencers are. Listorious, for instance, provides who have the ability to listen and who care about
details of key experts on topics on Twitter. While the chatter online, and those who can create con-
reviewing the social media landscape, a firm should tent that is emotionally appropriate for the com-
also collect competitive intelligence to determine if munity (Armano, 2009). Another important option is
its rivals are already active, and what the response to create ‘mash-ups,’ which combine content and
level is for their particular social media strategy. functionality from a variety of sources that already
exist. For example, organizations can curate con-
3.2. Congruity versations by showing YouTube videos of credible
individuals on their site, or by presenting existing
Next, a firm needs to develop strategies that are research from other sites.
congruent with, or suited to, different social media In any event, to effectively follow and use social
functionalities and the goals of the firm. This in- media can be a challenge, and it is likely that many
volves focusing on the core honeycomb blocks of a firms initially won’t have the talent or capabilities
social media activity that will facilitate the needs of to succeed. So, when firms hire consultants who act
its business. Are they seeking to drive more custom- on their behalf, they are well advised to conduct
ers into a bricks and mortar store, to increase sales due diligence to ensure that opportunities are max-
online, or to create new leads directly attributable imized and risks are minimized–—not the other way
to a social media tool? What are the metrics for around. Having the right controls in place is espe-
evaluating the success of the social media platform? cially important, as individuals who communicate
Important success measures might focus on the with customers must be given enough discretion and
10. 250 J.H. Kietzmann et al.
authority to develop relationships by solving cus- cial media activities vary in terms of their function
tomer issues, not just sympathizing with the cus- and impact, so as to develop a congruent social
tomer as often seems to be the case with traditional media strategy based on the appropriate balance
customer service. of building blocks for their community.
3.4. Chase
References
Of course, a constant chase for information about
Armano, D. (2009, November 2). Six social media trends for 2010.
social media activity is tremendously time-consum- Retrieved November 5, 2010, from http://blogs.hbr.org/cs/
ing. Yet, firms must scan their environments in order 2009/11/six_social_media_trends.html
to understand the velocity of conversations and Beirut. (2009, August 21). Why do people really tweet? The
other information flows that could affect current psychology behind tweeting! Retrieved November 5, 2010,
or future position in the market (McCarthy et al., from http://blog.thoughtpick.com/2009/08/why-do-people-
really-tweet-the-psychology-behind-tweeting.html
2010). The honeycomb framework provides a valu- Berthon, P., Pitt, L., McCarthy, I., & Kates, S. (2007). When
able tool for evaluating the changing social media customers get clever: Managerial approaches to dealing with
ecology. If used as an ongoing lens, a firm can revisit creative consumers. Business Horizons, 50(1), 39—47.
the assumptions about a community’s engagement Borgatti, S., & Foster, P. (2003). The network paradigm in organi-
needs, observe how other social media platforms zational research: A review and typology. Journal of Manage-
ment, 29(6), 991—1013.
are evolving, and gauge how competitors are re- Boyd, D., & Ellison, N. (2008). Social network sites: Definition,
sponding. More specifically, it is important to follow history, and scholarship. Journal of Computer Mediated Com-
conversations and other interactions that include a munication, 13(1), 210—230.
particular firm, brand, product, or individual. For- Butterfield, S. (2003). An article complaining about ‘social soft-
tunately, social media analytics tools like Tweet- ware’. Retrieved November 5, 2010, from http://www.
sylloge. com/personal/2003_03_01_s.html#91273866
Deck, Social Mention, and Google Alerts exist to United breaks guitars. Retrieved November 5, 2010, from http://
make this process more manageable. It is important, www.youtube.com/watch?v=5YGc4zOqozo
though, to note that positive social media exposure Catholic Press Association. (2010). Using social media: Best prac-
often results more from inbound than outbound tices. Retrieved November 5, 2010, from http://www.
catholicpress.org/?page=SocialMediaWebinar
conversations, and real-time is much better than
Dunbar, R. I. M. (1992). Neocortex size as a constraint on group
post-hoc. For instance, when a customer tweeted size in primates. Journal of Human Evolution, 22(6), 469—493.
his disappointment that a chain restaurant had run Engestrom, J. (2005, April 13). Why some social network services
¨
out of corn tortillas, a full time social media em- work and others don’t – Or: the case for object-centered
—
ployee alerted the branch manager in less than sociality. Retrieved November 5, 2010, from http://www.
2 minutes and the issue was resolved even before zengestrom.com/blog/2005/04/why-some-social-network-
services-work-and-others-dont-or-the-case-for-object-
the customer left the restaurant (Armano, 2009). centered-sociality.html
But even when it seems too late, an appropriate Granovetter, M. (1973). The strength of weak ties. American
social media response may turn the tide. Imagine if Journal of Sociology, 78(6), 1360—1380.
United Airlines had released an apologetic United Hammer-Lahav, E. (2007, September 5). A little bit of history.
Loves Guitars video on YouTube, possibly starring Retrieved November 5, 2010, from http://oauth.net/about/
Hansen, M. (1999). The search-transfer problem: The role of weak
Eric Clapton, Slash, Jimmy Page, or B.B. King! ties in sharing knowledge across organization subunits. Ad-
ministrative Science Quarterly, 44(1), 82—85.
Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! The
4. Final thoughts challenges and opportunities of social media Business Hori-
zons, 53(1), 59—68.
Kaplan, A., & Haenlein, M. (in press). The early bird catches the
Social media introduce substantial and pervasive news: Nine things you should know about micro-blogging.
changes to communication between organizations, Business Horizons.
communities, and individuals. This presents an Kietzmann, J., & Angell, I. (2010). Panopticon revisited. Com-
enormous challenge for firms, as many established munications of the ACM, 53(6), 135—138.
management methods are ill-suited to deal with Krackhardt, D. (1992). The strength of strong ties: The importance
of philos in organizations. In N. Nohria & R. Eccles (Eds.),
customers who no longer want to be talked at; Networks and organizations: Structure, form, and action
instead, customers want firms to listen, appropri- (pp. 216—239). Boston: Harvard Business School Press.
ately engage, and respond. Firms interested in get- Kravets, D. (2010, March 17). Judge approves $9.5 million Face-
ting serious about social media will find a useful tool book ‘beacon’ accord. Retrieved November 5, 2010, from
in the honeycomb framework. By analyzing the http://www.wired.com/threatlevel/2010/03/facebook-
beacon-2/
seven building blocks–—identity, conversations, Lifesforsharing. (2010). The T-Mobile welcome back. Retrieved
sharing, presence, relationships, reputation, and November 5, 2010, from http://www.youtube.com/watch?
groups–—firms can monitor and understand how so- v=NB3NPNM4xgo
11. Social media? Get serious! Understanding the functional building blocks of social media 251
Madway, G. (2010, September 14). Twitter remakes website, adds 2010, from http://gawker.com/5270593/new-york-times-
new features. Retrieved November 5, 2010, from http:// social-media-editor-playing-out-exactly-as-suspected
www.reuters.com/article/idUSN1411135520100915 Smith, D. (2008, July 20). The 20-year-old at heart of web’s most
Marketingcharts. (2009). Women over 55 take Facebook by storm. anarchic and influential site. Retrieved November 5, 2010,
November 5, 2010, from http://www.marketingcharts. from http://www.guardian.co.uk/technology/2008/jul/20/
com/interactive/women-over-55-take-facebook-by-storm- internet.google
7879/ Smith, G. (2007, April 4). Social software building blocks.
McCarthy, I., Lawrence, T., Wixted, B., & Gordon, B. (2010). A Retrieved November 5, 2010, from http://nform.ca/
multidimensional conceptualization of environmental veloci- publications/social-software-building-block
ty. The Academy of Management Review, 35(4), 604—626. Webb, M. (2004, April 28). On social software consultancy. Re-
Morville, P. (2004, June 21). User experience design. Retrieved trieved November 5, 2010, from http://interconnected.org/
November 5, 2010, from http://semanticstudios.com/ home/2004/04/28/on_social_software
publications/semantics/000029.php Weber, T. (2010, October 3). Why companies watch your every
Nolan, H. (2009, May 26). New York Times ‘social media editor’ Facebook, YouTube, Twitter move. Retrieved November 5,
playing out exactly as suspected. Retrieved November 5, 2010, from http://www.bbc.co.uk/news/business-11450923