Podcast
Questions and Answers
What is the primary purpose of comment mechanisms in blogs?
What is the primary purpose of comment mechanisms in blogs?
- To allow authors to post their own content
- To provide a platform for users to give feedback to authors and readers (correct)
- To increase the visibility of the blog on social media
- To promote the blogger's personal brand
What is the key characteristic of the Long Tail phenomenon?
What is the key characteristic of the Long Tail phenomenon?
- Firms offer a near-limitless selection of products and content (correct)
- Firms offer a limited selection of products to appeal to a broad audience
- Firms focus on a specific niche market with a high demand
- Firms rely heavily on traditional advertising methods
Which type of media involves efforts where an organization pays to leverage a channel or promote a message?
Which type of media involves efforts where an organization pays to leverage a channel or promote a message?
- Inbound marketing
- Paid media (correct)
- Earned media
- Owned media
What is the primary feature of a Wiki that allows users to track changes?
What is the primary feature of a Wiki that allows users to track changes?
What is the term used to describe the global mapping of users, organizations, and their connections?
What is the term used to describe the global mapping of users, organizations, and their connections?
What metric is used to measure the importance of a node in a social graph?
What metric is used to measure the importance of a node in a social graph?
What percentage of the global population uses Facebook?
What percentage of the global population uses Facebook?
Which of the following is an example of collaborative consumption?
Which of the following is an example of collaborative consumption?
What is the term for Internet services that foster collaboration and information sharing?
What is the term for Internet services that foster collaboration and information sharing?
What is the primary characteristic of peer production?
What is the primary characteristic of peer production?
Which of the following is an example of a social media platform that exploded in popularity during the COVID-19 pandemic?
Which of the following is an example of a social media platform that exploded in popularity during the COVID-19 pandemic?
What is the typical format of a blog?
What is the typical format of a blog?
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Study Notes
Social Media Revolution
- The social media revolution happened quickly and unexpectedly, having a significant impact on society
- As of early 2021, 5 of the top 10 most popular Internet sites in the world focused on social media and peer-produced content
- 9 of the top 10 most downloaded apps were social apps, which exploded in popularity during the COVID-19 pandemic (e.g., Zoom)
Web 2.0 and Collaboration
- Web 2.0 refers to Internet services that foster collaboration and information sharing
- Much of what was considered Web 2.0 is now categorized as social media
- Peer production involves collaboration between users to create content, products, and services
- Collaborative consumption involves sharing access to products and services rather than having ownership
Content Creation and Sharing
- Blogs are online journal entries, usually made in reverse chronological order, and provide comment mechanisms for feedback
- The long tail phenomenon allows firms to make money by offering a near-limitless selection of content and products
Marketing Lexicon
- Owned media refers to communication channels controlled by an organization (e.g., firm-run blogs, websites, and social media accounts)
- Paid media refers to efforts where an organization pays to leverage a channel or promote a message (e.g., advertisements and sponsorships)
- Earned media refers to media coverage or publicity gained through efforts other than paid advertising
Wikis
- A wiki is a website that can be modified by anyone with edit access from within a web browser
- Wikis act as a collective corporate memory, vital for sharing skills, learning, and preserving expertise
- The largest and most popular wiki is Wikipedia, with other examples including Wine Wiki and Wookiepedia
Social Networks
- Social networks are online communities that allow users to establish personal profiles and communicate with others
- Large public social networks include Facebook, LinkedIn, Google+, and Pinterest
- Feeds are a powerful feature of social networks, providing a timely list of activities and public messages from connected individuals, groups, and organizations
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