Chapter 8 Social Media Information Systems Nobody Is

Chapter 8 Social Media Information Systems

“Nobody Is Going to See Pictures of You in Your PJs on Your Treadmill” • PRIDE – patients exercise at home and still have a group experience • Members’ performance displayed on cell phone • Will technology support application? • Will elderly patients use it? • Will it increase motivation? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -2

Sample PRIDE Screen Shot Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal

Study Questions Q 1: What is a social media information system (SMIS)? Q 2: How does SMIS advance organizational strategy? Q 3: How does SMIS increase social capital? Q 4: What roles do SMIS play in the hyper-social organization? Q 5: Does mobility impact social media economics? Q 6: How can organizations manage social media risks? Q 7: 2023? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -4

Q 1: What Is a Social Media Information System (SMIS)? • Social media (SM) – Use of IT to support sharing content among networks of users – Enables communities, tribes, or hives – Related by a common interest • Social media information system (SMIS) – Supports sharing of content among networks of users Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -5

SMIS: Convergence of Disciplines Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal

SMIS Organizational Roles Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8

Community/ Social Media Site Relationship Copyright © 2014 Pearson Education, Inc. Publishing as Prentice

Social Media Sponsors: Not Casual Commitment Copyright © 2014 Pearson Education, Inc. Publishing as

Social Media Application Providers • Facebook, Twitter, Linked. In, and Google create the features and functions of the site • Free to users • Sponsors may or may not pay a fee • Most earn revenue through some type of advertising model Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -10

Components of SMIS Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8

Q 2: How Do SMIS Advance Organizational Strategy? • Defenders of Belief – Share a common belief – Seek conformity – Want to convince others – Facilitate activities like sales and marketing – Form strong bonds and allegiance to an organization Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -12

Q 2: How Does SMIS Advance Organizational Strategy? (cont’d) • Seekers of the Truth – Share common desire to learn something, solve a problem, make something happen – Seldom form a strong bond Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -13

SM in Value Chain Activities Copyright © 2014 Pearson Education, Inc. Publishing as Prentice

Social Media and the Sales and Marketing Activity • Relationships between organizations and customers emerge in a dynamic process • Each customer crafts relationship • Blogs, discussion lists, FAQ, user reviews and commentary, other dynamic content • Customers likely to generate most business get most attention Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -15

Social Media and Customer Service • Product users help each other solve problems • Selling to or through developer networks most successful • Risk loss of control Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -16

Social Media and Manufacturing and Operations • Crowdsourcing • Enterprise 2. 0 • Folksonomy

Mc. Affee's SLATES Enterprise 2. 0 Model Copyright © 2014 Pearson Education, Inc. Publishing

Q 3: How Do SMIS Increase Social Capital 1. Information 2. Influence 3. Social credentials 4. Personal reinforcement – Value of social capital Ø Number of relationships, strength of relationships, and resources controlled Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -19

How Do Social Networks Add Value to Businesses? Progressive organizations: – Maintain a presence on Facebook, Linked. In, Twitter, and other SN sites. – Encourage customers and interested parties to leave comments. Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -20

Using Social Networking to Increase the Number of Relationships Copyright © 2014 Pearson Education,

Using Social Networks to Increase the Strength of Relationships • Three ways to increase social capital 1. Ask for a favor 2. Frequent interactions strengthen relationships 3. Connect to those with more assets • Social Capital = Number. Relationships x Relationship. Strength x Entity. Resources Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -22

In. Class Exercise 8: Computing Your Social Capital • Social capital is not an abstract concept. • It applies to you. • You and your classmates are accumulating social capital now. • What is the value of that capital? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -23

Q 4: What Roles Do SMIS Play In the Hypersocial Organization • Create communities to transform interactions with customers, employees, and partners into mutually satisfying relationships. Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -24

SEAMS Dynamic Process Activities Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal

How Can SMIS Foster Hypersocial Organizations? Copyright © 2014 Pearson Education, Inc. Publishing as

Ethics Guide: Hiding the Truth? • How is social networking different in business than in private life? • Do the ethics vary between private and business use of social networking? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -27

Q 5: Does Mobility Affect Social Media Economics? Key Characteristics of Web 2. 0 1. Users can respond directly to Web ads by clicking on them. – Pay per click revenue 2. Free content and free software 3. Thin-client browser applications and Software as a Service (Saa. S) 4. Use increases value 5. Mashups Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -28

Does Mobility Reduce Online Ad Revenue? • Google generated $7 from each smartphone and about $30 from each desktop. (2012) • By 2016, 25% of world’s population will have two or more mobile devices. • Average click-through rate of smartphones 4. 12% and 2. 39% for PCs. (per thousand) – Facebook earned $9. 86 on mobile ads and $3. 62 on Web ads. Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -29

Does Mobility Reduce Online Ad Revenue? (cont'd) • Conversion rate is more than twice as high on PCs as on smartphones, 5. 2% to 2. 0%. • Easy to measure click and conversion rates by type of mobile device. – Android users are far more likely to click and convert on Facebook ads than i. Phone users Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -30

Q 6: How Can Organizations Manage Social Media Risks? Managing Risk of Employee Communication – Three Pillars of Social Organizations Ø Disclose Ø Protect Ø Use Common Sense Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -31

Intel’s Rules of Social Media Engagement Copyright © 2014 Pearson Education, Inc. Publishing as

Managing the Risk of User-Generated Content Sources of Problems • Junk and crackpot contributions • Inappropriate content • Unfavorable reviews • Mutinous movements Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -33

Responding to Social Networking Problems 1. 2. 3. v Leave it Respond to it Delete it Deal with problematic content before engaging in social media. Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -34

Q 7: 2023? • Liberal BYOD policies • Vendors lose control of customer relationships • Employees craft own relationships with employers • Harness power of social behavior of employees and partners to advance your strategy • Employers provide endoskeleton to support work of people on exterior • Mobility + cloud + social media mean fascinating opportunities for your nonroutine cognitive skills Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -35

Guide: Social Recruiting • Employees sharing personal information on SN • Technology blurs line between work life and home life • Work is portable and always on • Be careful about what you say • Work networks are not social networks Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -36

Guide: Social Recruiting (cont’d ) • Organizations use communities to locate prospects • Get a sense of candidate to find any potential behavior or attitude problems • Exposing protected data illegal to use for hiring decisions • Treat every candidate the same • Join Linked. In, use Google+ circles • Keep personal social data out of any circle that can be publicly accessed • Social media a double-edged sword Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -37

Guide: Blending the Personal and the Professional • Employees sharing personal information • Technology blurs line between work life and home life • Work is portable and always on • You need to be more careful about what you say • Work networks are not social networks Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -38

Active Review Q 1: What is a social media information system (SMIS)? Q 2: How does SMIS advance organizational strategy? Q 3: How does SMIS increase social capital? Q 4: What roles do SMIS play in the hyper-social organization? Q 5: Does mobility impact social media economics? Q 6: How can organizations manage social media risks? Q 7: 2023? Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -39

Case Study 8: Sedona Social • Suppose Sedona Chamber of Commerce hired you as manager of community social media • Want you to provide advice and assistance to local businesses in development of social media sites and manage Co. C’s social media presence Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hal 8 -40