CHAPTER 9

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CHAPTER 9

Web 2.0 and Social Networks

Chapter Outline

9.1

Web 2.0 Underlying Technologies

9.2

Web 2.0 Applications

9.3

Categories of Web 2.0 Sites

Learning Objectives

1.

Describe the differences between Web 1.0 and Web 2.0, and explain the benefits of three information technologies used by Web 2.0.

2. Identify five prominent Web 2.0 applications, and provide at least one example of how each can be utilized in a business setting.

3. Discuss the three categories of Web 2.0 sites, and provide at least one example of how each can improve business efficiency and profitability.

Chapter Opening Case: From Social

Networks to Social Commerce

Source: VLADGRIN/Shutterstock

Keep in mind throughout this chapter that every year roughly $100 B illion is spent on local advertising. Over $300 per person in the U.S.

9.1

Web 2.0 Underlying Technologies

© Matthias Pahl/Age Fotostock America, Inc.

Most Common Web 2.0 Memes

A meme is any unit of cultural information, such as a practice or idea, that is transmitted verbally or by repeated action from one person to another.

Examples include thoughts, ideas, theories, practices, habits, etc.

Note the basic memes of Web 2.0 are: usability , participation , economy , convergence , remixability , design , and standardization .

TWO-WAY INTERACTION

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Web 2.0 Underlying Technologies

AJAX - technique that allows portions of web pages to reload with fresh data instead of requiring the entire web page to reload

Tagging - a keyword or term that describes a piece of information (e.g., blog, picture, article, video clip)

Really Simple Syndication (RSS

) – a way to allow efficient streaming of video

Geo-Tagging

© Adam Radosavljevic/Age Fotostock America, Inc.

9.2

Web 2.0 Applications

Blogs and Blogging – there are unfortunate consequences of ‘herd instinct’

Wikis – the Cobert Report

Netcasting – usually audio and/or video that allow asynchronous consumption

Web 2.0 Media

Printing-on-Demand

Crowdsourcing – such as Tongal

Blogs and Wikis

Blogs, Blogging, and the Blogosphere

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Wikis used in business

Netcasting

Podcasts and Videocasts

Source: Lane Oatey/Getty Images, Inc.

Web 2.0 Media

Video

Music

Photographs

Source: Lane Oatey/Getty Images, Inc.

Printing-on-Demand

© Kitch Bain/Age Fotostock America, Inc.

Crowdsourcing Web Sites

Jobs traditionally performed by an internal employee or by a consultant and providing an “open call” to the Internet community (or a subset) to create the product/solution

Think of reverse auctions.

Can be dangerous if exact needs and product requirements are not well defined.

Source: Scott Maxwell/ LuMaxArt/Shutterstock

9.3

Categories of Web 2.0 Sites

Social Networking Sites

Aggregators

Mashups

Social Networking Sites

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For a list of social networking sites:

Check out this BusinessWeek slideshow

Twitter and the Iranian Election

Aftermath of the Iranian election in 2009

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Protesters’ only link to the outside world: Twitter

Aggregators

•Bloglines

•Digg

• Simply hired

•Technorati

Chapter Closing Case

The Business Problem

The IT Solutions

The Results

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