Questions and Answers
What is the primary purpose of comment mechanisms in blogs?
To provide a platform for users to give feedback to authors and readers
What is the key characteristic of the Long Tail phenomenon?
Firms offer a near-limitless selection of products and content
Which type of media involves efforts where an organization pays to leverage a channel or promote a message?
Paid media
What is the primary feature of a Wiki that allows users to track changes?
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What is the term used to describe the global mapping of users, organizations, and their connections?
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What metric is used to measure the importance of a node in a social graph?
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What percentage of the global population uses Facebook?
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Which of the following is an example of collaborative consumption?
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What is the term for Internet services that foster collaboration and information sharing?
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What is the primary characteristic of peer production?
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Which of the following is an example of a social media platform that exploded in popularity during the COVID-19 pandemic?
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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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