Social Media Information Systems

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    • Social Media
      • IT for sharing content among networks of users
      • Enables communities of practice
        • People related by a common interest
      • Social media information system (SMIS)
        • Sharing content among networks of users
    • Three SMIS Roles
      • Social media providers
        • Facebook, Google+, LinkedIn, Instagram, Twitter, and Pinterest platforms
        • Attracting, targeting demographic groups
      • Users
        • Individuals and organizations
      • Communities
        • Mutual interests that transcend familial, geographic, and organizational
        • boundaries

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  • Social Media application providers
    • Facebook, Twitter, LinkedIn, Google
    • May charge fee, depending on application and purpose
      • Free company page on Facebook, but…
      • Fee to advertise to communities that “Like” that page
    • Internal SM using SharePoint for wikis, discussion board, photo sharing
  • SMIS is not free
    • Costs to develop, implement, manage social networking procedures
    • Direct labor cost
    • 92% of companies use social media to recruit employees (93% from LinkedIn)
    • 73% hired using social media
      • 1/2 rejected candidates because of social profile
    • If it is free to the user, they are the product
  • How do SMIS advance organizational strategy
    • Strategy determines value chains
      • Value chains determine business processes
      • Processes determine SMIS requirements
    • How do value chains determine dynamic processes?
      • Dynamic process flows cannot be designed or diagrammed
    • SM fundamentally changes the balance of power among users, communities, and organizations
  • Social Media and the sales and marketing activity
    • Dynamic, SM-based CRM process
    • Social CRM
      • Customers craft own relationship
        • Wikis, blogs, discussion lists, frequently asked questions, sites for user reviews and commentary, other dynamic content
      • Customers search content, contribute reviews and commentary, ask questions, create groups, etc.
      • Not centered on customer lifetime value
  • Social Media and customer service
    • Relationships emerge from joint activity, customers have as much control as companies
    • Product users freely help each other solve problems
    • Selling to or through developer networks most successful
      • Microsoft’s MVP program
    • Peer-to-peer support risks loss of control
  • SM & inbound and outbound logistics
    • Benefits
      • Numerous solution ideas and rapid evaluation of them
      • Better solutions to complex supply chain problems
      • Facilitates user created content and feedback among networks needed for problem-solving
    • Loss of privacy
      • Open discussion of problem definitions, causes, and solutions constraints
      • Problem-solving in front of your competitors
  • SM & manufacturing and operations
    • Improves communication channels within organization and externally with consumers, design products, develop supplier relationships, and operational efficiencies
    • Crowdsourcing
    • Businesses-to-consumer (B2C)
    • youtube for posting videos of product reviews and testing, factory walk-throughs
    • Yammer – enterprise social networking service
  • SM & human resources
    • Employee communications using internal personnel sites
    • Finding prospective employees, recruiting and evaluation candidates
    • Place for employees to post their expertise
    • Risks:
      • Forming erroneous conclusions about employees
      • Becoming defender of belief or pushing unpopular management message
  • How does SMIS increase social capital?
    • Capital: Investment of resources for future profit
    • Types of business capital
      • Physical, Human, and Social
  • What is the value of social capital
    • Number of relationships, strength of relationships, resources controlled
    • Adds value in four ways
      • Information
      • Influence
      • Social credentials
      • Personal reinforcement
  • How do social networks add value to businesses
    • Progressive organizations
      • Have Facebook, LinkedIn, Twitter, other SN sites
      • Encourage customers and interested parties to leave comments
      • Risk – encouraging excessively critical feedback
      • Klout score – measure individuals’ social capital
  • Using social networks to increase the Strength of relationships
    • Strength of a relationship: Likelihood other entity will do something that benefits your organizations
    • Positive reviews, post pictures using organization’s products or services, tweet about upcoming product releases, and so on
    • Strengthen relationships by asking someone to do you a favor
    • Frequent interactions strengthen relationships
  • Ethics Guide: Synthetic friends
    • Army of bots for company SM
      • Inflates follower count
    • Click Farms
      • Form of click fraud
      • Large group of low-paid workers hired to click on paid advertising links for the click fraudster
    • Attracts annoying spam accounts
    • Then comes the purge
  • How do companies earn revenue from social media
    • Hyper-social organization
      • Transform interactions with customers, employees, and partners into mutually satisfying relationships with them and their communities
    • You are the product
      • “If you’re not paying, you’re the product.”
      • Renting your eyeballs to an advertiser
    • Monetize
  • Revenue models for Social Media
    • Advertising
    • Pay-per-click
    • Use increases value
    • Freemium
      • Offers users a basic service for free, and then charges a premium for upgrades or advanced features
    • Sales- apps and virtual goods, affiliate commissions, donations
  • Does mobility reduce online ad revenue?
    • By 2018, number of mobile devices to reach 10 billion.
    • Mobile data traffic increases eleven-fold
    • Average click-through rate of smartphones is 4.12%, but just 2.39% on PCs
    • Conversion rate
      • Frequency someone clicks on ad makes a purchase, “likes” a site, or takes some other action desired by advertiser
  • Internal risks from social media
    • Threats to information security, increased organizational liability, decreased employee productivity
    • Directly affect ability to secure information resources
    • Seemingly innocuous comments inadvertently leak information used to secure access to organizational resources
      • Bad idea to tell everyone it;s your birthday because your DOB can be used to steal your identity

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