Introduction to Information Systems Chapter 9: Social Computing PDF

Introduction to Information Systems Rainer, Prince, Sanchez-Rodriguez, Splettstoesser Hogeterp, Ebrahimi Fifth Canadian Edition Chapter 9 Social Computing Copyright ©2021 John Wiley & Sons Canada, Ltd. Learning Objectives Describ...

Introduction to Information Systems Rainer, Prince, Sanchez-Rodriguez, Splettstoesser Hogeterp, Ebrahimi Fifth Canadian Edition Chapter 9 Social Computing Copyright ©2021 John Wiley & Sons Canada, Ltd. Learning Objectives Describe six Web 2.0 tools and major types of Web 2.0 sites Describe the benefits and risks of social commerce to companies Identify the methods used for shopping socially Describe how social computing improves customer service Discuss different ways in which human resource managers make use of social computing Copyright ©2021 John Wiley & Sons Canada, Ltd. 2 Chapter Outline 1. Web 2.0 2. Fundamentals of Social Computing in Business 3. Social Computing in Business: Shopping 4. Social Computing in Business: Marketing 5. Social Computing in Business: Customer Relationship Management 6. Social Computing in Business: Human Resource Management Copyright ©2021 John Wiley & Sons Canada, Ltd. 3 9.1 Social Computing Terms: o Social computing: IT that combines social behaviour and information systems to create value o Social commerce: The use of social computing in business Social computing is interactive and collaborative behavior between computer users. Personal computing is an individual user activity in that one user generally commands computing. In social computing, the Internet allows users to interact through many media, including Social media sites, Blogs, Microblogs, Wikis, and Open-source development. Copyright ©2021 John Wiley & Sons Canada, Ltd. 4 9.1 Social computing (Contd) Social networking websites o Social graph o Social capital Enterprise social networks Copyright ©2021 John Wiley & Sons Canada, Ltd. 5  9.1 WEB 2.0 Web 2.0 Is a loose collection of information technologies and applications, plus the websites that use them (source: Tim O’Reilly, a noted blogger), which: Encourage user participation, social interaction, and collaboration Facilitate information sharing, user-centered design and collaboration Harness collective intelligence Deliver functionality as services and feature remixable applications and data Copyright ©2021 John Wiley & Sons Canada, Ltd. 6 Copyright ©2021 John Wiley & Sons Canada, Ltd. 7  WEB 2.0 TECHNOLOGIES AND APPLICATIONS Web 2.0 examples: Tagging Really Simple Syndication (RSS) Blogs Microblogs Wikis Social Networking Websites Enterprise Social Networks Mashups Copyright ©2021 John Wiley & Sons Canada, Ltd. 8  TAGGING Tagging is a keyword or term that describes a piece of information (e.g., blog, picture, article, video clip) Tagging is the basis of folksonomies, which are user-generated classifications that use tags to categorize and retrieve web pages, photos, videos, and other web content. Geotagging is a specific form of tagging that involves tagging information on maps. (example: Google maps) Copyright ©2021 John Wiley & Sons Canada, Ltd. 9  REALLY SIMPLE SYNDICATION (RSS) Really simple syndication (RSS) allows you to receive the information you want (customized information), when you want it, without having to surf thousands of websites. Users must subscribe to receive the RSS feed Example: CBC.ca provides RSS feeds for each of its main topic areas, such as world news, sports news, technology news, and entertainment news. Copyright ©2021 John Wiley & Sons Canada, Ltd. 10 FIGURE 9.1 RSS feeds from the Canadian Broadcasting Corporation (CBC) website ( www.cbc.ca) Copyright ©2021 John Wiley & Sons Canada, Ltd. 11  BLOGS Weblog (blog for short): personal website, open to the public, in which the site creator expresses his or her feelings or opinions via a series of chronological entries. Blogger: people who create and maintain blogs—write stories, convey news, and provide links to other articles and websites that are of interest to them. Blogosphere: term for the millions of blogs on the web. Watch a video on how to create a blog. Copyright ©2021 John Wiley & Sons Canada, Ltd. 12  BLOGS (CONTINUED) Companies use blogs for: Input into their processes and products Marketing purposes Listen to consumers who express views on the companies’ products Provide information for their clients. For example, IT’s About Business 9.1 explains how Brian Krebs tells his customers about recent viruses and other security issues. Detect false rumours Gauge marketing push or popularity of new products Copyright ©2021 John Wiley & Sons Canada, Ltd. 13  WIKIS A Wiki is a website on which anyone can post material and make changes to already posted material. They have an “edit” link on each page that allows anyone to add, change, or delete material, fostering easy collaboration Example: Wikipedia (www.wikipedia.org) Wikis: harness the collective intelligence of Internet users, combining the input of many individuals provide a central repository for capturing constantly updated product features and specifications, tracking issues, resolving problems, and maintaining project histories enable companies to collaborate with customers, suppliers, and other business partners on projects. Copyright ©2021 John Wiley & Sons Canada, Ltd. 14  SOCIAL NETWORKING SITES Social networking sites allow users to upload their content to the web in the form of text (for example, blogs), voice (for example podcasts), images and videos (for example, videocasts) Categories of sites (Table 9.1) Well-known social networking sites include: Facebook Flickr LinkedIn YouTube Copyright ©2021 John Wiley & Sons Canada, Ltd. 15  ENTERPRISE SOCIAL NETWORKS Business oriented social networks that can be: Public: 3rd party owned and managed Private (in-house, behind the firewall): for employees, former employees, business partners and/or customers are used for many processes, including: Corporate social networks Network and community building – e.g. employees can interact with coworkers, making social and business oriented connections Social collaboration, publishing, views and feedback Social intelligence and analytics Example: IBM connects 426,000 employees in 170 countries for work and social Copyright ©2021 John Wiley & Sons Canada, Ltd. 16  MASHUPS A Mashup is a website that takes different types of content from other websites and mixes them together to create a new kind of content. Example: Google Maps, credited with providing the start for mashups: User can display their own data on a Google Map, on their own website. Examples: Store locations, available apartments, etc. Copyright ©2021 John Wiley & Sons Canada, Ltd. 17 FIGURE 9.2 City of Kitchener, Ontario, parks mashup FIGURE 9.2 City of Kitchener, Ontario parks mashup (https://www.kitchener.ca/en/city-services/interactive-mapping.aspx). Copyright ©2021 John Wiley & Sons Canada, Ltd. 18 9.2 Fundamentals of Social Computing in Business What is social commerce? It's a subset of electronic commerce that involves social media, online media that supports social interaction and commerce. It involves using social network(s) in e-commerce transactions. It assists in buying and selling products and services online. Examples in the text. Copyright ©2021 John Wiley & Sons Canada, Ltd. 19 Potential Benefits of Social Commerce to Customers Better and faster vendor responses to complaints, because customers can air their complaints in public (on Twitter, Facebook, and YouTube) Customers can assist other customers (e.g., in online forums) Customers’ expectations can be met more fully and quickly Customers can easily search, link, chat, and buy while staying on a social network’s page Copyright ©2021 John Wiley & Sons Canada, Ltd. 20 Risks of Social Computing Information security concerns Invasion of privacy Violation of intellectual property and copyrights Employees’ reluctance to buy in Leakage of corporate strategic information Poor or biased quality of users’ generated content Employee harassment: Cyberbullying Copyright ©2021 John Wiley & Sons Canada, Ltd. 21 9.3 Social Computing in Business: Shopping What is Social Shopping? Ratings, Reviews, and Recommendations Group Shopping Shopping Communities and Clubs Social Marketplaces Collaborative Consumption Copyright ©2021 John Wiley & Sons Canada, Ltd. 22 FIGURE 9.3 Example of Amazon.ca product reviews Copyright ©2021 John Wiley & Sons Canada, Ltd. 23 IT’s About Business 9.2: Health Care Providers Deal with Negative Reviews Consider: How many different health care providers do you use? Do they have websites? Have you ever posted a review about health care services that you have received? If so, where? If not, are you considering doing so now? Copyright ©2021 John Wiley & Sons Canada, Ltd. 24 FIGURE 9.4 Etsy (www.etsy.com) is a social marketplace for handmade or vintage items Copyright ©2021 John Wiley & Sons Canada, Ltd. 25 Collaborative Consumption Collaborative consumption includes: collaborative production, crowdfunding, and peer-to-peer lending Advantages: self-management, variety, flexibility, and positive environmental impact Disadvantages: law and regulatory adjustments, resources and pay issues, no employee benefits or protection Copyright ©2021 John Wiley & Sons Canada, Ltd. 26 9.4 Social Computing in Business: Marketing Advertising, including social advertising Market research, including social intelligence and conducting market research using social networks o Using Facebook for Market Research o Using Twitter for Market Research o Using LinkedIn for Market Research Copyright ©2021 John Wiley & Sons Canada, Ltd. 27 FIGURE 9.5 Customers sharing their ideas and feedback with L’Oreal via Automat (www.automat.ai) Copyright ©2021 John Wiley & Sons Canada, Ltd. 28 Web 3.0 2 of 2 Web 3.0 – Based on “intelligent” Web applications using natural language processing, machine-based learning and reasoning, and intelligence applications Semantic Web – A component of Web 2.0 that describes things in a way that computers can understand Copyright ©2021 John Wiley & Sons Canada, Ltd. 29  Web 3.0, the Semantic Web Learning Outcome Provides a way of describing 5.5 relationships between web pages so that machines understand the meaning of hyperlinked information Transforming the web into a database Emergence of a data-driven web where structured records can be reusable and queried remotely Allows unparalleled information sharing because communication forms and files have common formats Copyright © 2015 McGraw-Hill Copyright Ryerson ©2021 JohnLimited Wiley & Sons Canada, Ltd. 5-30 30  Web 3.0, the Semantic Web Learning Outcome An Evolutionary Path to artificial 5.5 intelligence Learning systems (artificial intelligence) use large data sets to make predictions, discover new patterns in behaviour and provide insight into problem diagnosis The Realization of the Semantic Web & SOA SOA (service –oriented architecture) is a collection of digital on-line services that communicate with each other. Goal is to integrate existing systems in order to support end-to-end business processes across the value chain Evolution to 3D Multi-dimensional data visualization Supports 3D graphics, animation, physical simulations and real time communication, among others Copyright © 2015 McGraw-Hill Copyright Ryerson ©2021 JohnLimited Wiley & Sons Canada, Ltd. 5-31 31 Web 1.0, WEB 2.0, and WEB 3.0 Summary of their Differences https://www.geeksforgeeks.org/web-1-0-web -2-0-and-web-3-0-with-their-difference/ Copyright ©2021 John Wiley & Sons Canada, Ltd. 32 Copyright Copyright © 2021 John Wiley & Sons Canada, Ltd. or the author. All rights reserved. Students and instructors who are authorized users of this course are permitted to download these materials and use them in connection with the course. 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