1. CHAPTER 9
Social Computing

2. Chapter Outline
9.1 Web 2.0
9.2 Fundamentals of Social Computing in Business
9.3 Social Computing in Business: Shopping
9.4 Social Computing in Business: Marketing

3. Chapter Outline (continued)
9.5 Social Computing in Business: Customer Relationship Management
9.6 Social Computing in Business: Human Resource Management

4. Learning Objectives
1. Describe six Web 2.0 tools and two major types of Web 2.0 sites.
2. Describe the benefits and risks of social commerce to companies.
3. Identify the methods used for shopping socially.
4. Discuss innovative ways to use social networking sites for advertising and market research.

5. Learning Objectives (continued)
5. Describe how social computing improves customer service.
6. Discuss different ways in which human resource managers make use of social computing.

6. Social Computing
Social behavior + Information systems = Value

7. Social Computing Improves collaboration
Encourages user-generated content
Information available to everyone
Power to the People!
Key: information is not anonymous

8. 9.1 Web 2.0
Web 2.0 is a loose collection of information technologies and applications, and the
Web sites that use them.

9. Web 1.0 versus Web 2.0
45 million users
2 billion users

10. Web 2.0 Tools AJAX Tagging Really Simple Syndication (RSS)
Blogs, Blogging, and the Blogosphere
AJAX: A web development technique that allows portions of web pages to reload with fresh data instead of requiring the entire web page to reload
Tagging: A tag is a keyword or term that describes a piece of information (e.g., blog, picture, article, video clip)
Blogs and blogging: A blog is a personal web site, open to the public, in which the site creator expresses his or her feelings or opinions.
Microblogging
Wikis

11. Web 2.0 Underlying Technologies
AJAX
Tagging
AJAX: A web development technique that allows portions of web pages to reload with fresh data instead of requiring the entire web page to reload
Tagging: A tag is a keyword or term that describes a piece of information (e.g., blog, picture, article, video clip)
Blogs and blogging: A blog is a personal web site, open to the public, in which the site creator expresses his or her feelings or opinions.
Really Simple Syndication (RSS)

12. Geo-Tagging

13. Blogs and Blogging
Blogs, Blogging, and the Blogosphere
Popular blogs

14. Microblogging

15. Wikis
Wikis used in business

16. Social Networks and Mashups
Social graph: the map of all relevant links or connections among your social networks’ members
Social capital: the number of connections you have inside and between your social networks

17. Overview

18. Categories of Social Networking Web Sites
Socially oriented (Facebook)
Professional networking (LinkedIn)
Media sharing (YouTube, Flickr, Hulu)
Communication (LiveJournal, Plurk)
Socially oriented: socially focused public sites, open to anyone
Professional networking: network of business professionals

19. Categories of Social Networking Web Sites (continued)
Collaboration (WetPaint, PBWorks)
Social bookmarking (StumbleUpon, CiteuLike)
Social News (Reddit, Digg)
Events (Eventful, FourSquare)
Virtual Meeting Place (Second Life)
Social bookmarking (or social tagging): help users store, organize, search, and manage bookmarks of Web pages on the Internet

20. Enterprise Social Networks
In-house, private, company social networks “behind the firewall” for employees, former employees, business partners, and/or customers.
Facilitate collaboration, such as ease in setting up virtual teams
In-house, private, company social networks “behind the firewall” for employees, former employees, business partners, and/or customers.
Facilitate collaboration, such as ease in setting up virtual teams

21. Mashups
A Web site that takes different content from a number of other Web sites and mixes that content together to create a new kind of content.
Check out healthmap.org
Check out londonprofiler.org
A mashup is a Web site that takes different content from a number of other Web sites and mixes them together to create a new kind of content.

22. Mashup
HealthMap.org

23. 9.2 Fundamentals of Social Computing in Business
Social computing in business = social commerce
Benefits of social commerce to customers:
Better and faster vendor responses to complaints
Benefits of social commerce to businesses:
Get closer to customers

24. Risks of social commerce
What to do about uncontrolled, negative feedback on social networking sites? The rule

25. 9.3 Social Computing in Business: Shopping
Ratings, Reviews, Recommendations
Customers review book on Amazon
Social shopping is a method of electronic commerce that takes all of the key aspects of social networks – friends, groups, voting, comments, discussions, reviews, etc. – and focuses
them on shopping.

26. Ratings, Reviews, Recommendations (continued)
Other examples
Buzzillions
TripAdvisor
Metacritic
SponsoredReviews

27. Group Shopping Examples Groupon LivingSocial WetSeal
Group shopping closely associate with special deals (flash sales).

28. Shopping Communities and Clubs
Examples
Ruelala
Kaboodle
One Kings Lane
Beyond the Rack
Gilt Groupe
Host sales for members that last for just a few days and usually feature heavily-discounted luxury brands.

29. Social Marketplaces and Direct Sales
Examples
Craigslist
Flipsy
Fotolia
Social marketplaces help members market their own creations.

30. Peer-to-Peer Shopping Models
Collaborative Consumption
Examples
Airbnb
CouchSurfing
Yerdle
SnapGoods
Shared Earth

31. Car Sharing
Your most underutilized, and second-most expensive, asset: Your car
Take a look at Lyft (
Take a look at Uber (

32. 9.4 Social Computing in Business: Marketing
Social ads: ads placed in paid-for media space on social media networks
Social apps (Nike+): branded online applications that support social interactions and user contributions
Viral marketing: word-of-mouth

33. Social Intelligence
Monitoring, collection, and analysis of socially generated data and the resultant strategic decisions
Social intelligence: the monitoring, collection, and analysis of socially generated data and the resultant strategic decisions.

34. Market Research
Historically, market research was expensive and time-consuming. Today, you provide market researchers with information on social media…..and you do so for free! Examples: Facebook, Twitter, LinkedIn

35. 9.5 Social Computing in Business: Customer Relationship Management
Empowered customers
Great example: Check out the story of Dave Carroll and United Airlines (See video)
See another example

36. 9.6 Social Computing in Business: Human Resource Management
Recruiting (LinkedIn)
Employee Development
Take a look at IT’s About Business 9.6:
“So You Want to Find a Job”