Chapter7a McHaney

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Chapter 7: Social Buzz and Viral Phenomena: Part A Web 2.0 and Social Media for Business Roger McHaney, Kansas State University

Transcript of Chapter7a McHaney

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Chapter 7: Social Buzz and Viral Phenomena: Part A

Web 2.0 and Social Media for Business

Roger McHaney, Kansas State University

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Time and Geography IndependenceWeb 2.0 has enabled crowd behavior to become independent of time and geographic location. Their manifestation can be vastly different and can be triggered by social media.

Examples of social media enabling crowd behavior

Egypt’s 2011 Tahrir Square Revolution against former president Hosni Mubarak relied heavily on Facebook pages maintained by a rotating staff of twenty during the uprising (BBC News, 2011)

2011 London Riots where four days of looting and rioting moved across the U.K. Made possible by rioters' use of social media, such as Facebook and Twitter (Rutledge, 2011)

K-State Flash Mob Rave

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Flash Mobs

YouTube Video

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Virtual Crowds and Business

People can be separated in time and space, or belong to multiple crowds simultaneously through use of social media such as Twitter, Facebook, StumbleUpon and Reddit.

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Social Media: Multiple Functions

• Someone may belong to communities organized with social media tools

• Same tools may result in crowd-inspired “waves” that move through these communities at incredible rates

• Waves lack leadership or common purpose

• Often referred to as viral• Enormous Business Implications

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Social Media Tools • Twitter, StumbleUpon,

Reddit, Tumblr, Pinterest, Foursquare and others create an infrastructure conducive to social buzz

• Tools such as Social Mention, Mention, WhosTalkin, and Klout help businesses track social buzz

• Big players: Facebook and LinkedIn

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Twitter for Business

Fundamental mechanism to facilitate communication between businesses and their customer base Basic idea: send and receive public messages (Tweets) up to 140 characters in length Messages can be seen publically Also stored sequentially on Web pages that can be searched and reviewed Intended to share information with followers but can be accessed through public searches Tweets from user’s subscribed accounts stored in a timelineResult: vast information network storing millions of messagesExcellent for research and business intelligence applications

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Twitter Searches

Searches use a variety of tools provided by Twitter and third-party organizations

Example Results from Twitter’s Search Page

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Using Twitter’s Search Page

http://twitter.com/search

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Twitter’s TweetDeck

www.tweetdeck.com

Uses Firefox or Chrome

Create an Account

Track and Organize Tweets

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TweetDeck Example

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Other Tweet Searches

14 Twitter communication is public so Tweets are available to everyone

Twitter’s default search only extends a couple of weeks

A wide variety of third-party applications have emerged to provide additional search capabilities and interface with business intelligence tools

Competition is fierce and new applications appear regularly

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Other Tweet Searches

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More Tweet Searches

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Twitter LimitationsSearches limited by time and number of Tweets accessible at any given time

Vast unorganized volume of Tweets have been generated since 2006

In April 2010, Twitter donated public tweet archive to U.S. Library of Congress

Every public Tweet will be preserved and eventually made available to public

Historic donation removes social responsibility from Twitter and enables rich, grass-roots level history, generated as people lived through events

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Mission Critical Twitter Use

Mission critical information may be discovered by mining Tweets. Business needs sophisticated search tools.

http://www.tweetarchivist.com

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What is Provided by TweetArchivist?

• Ability to understand more about Tweets.

• Tweet Volume, Top Tweeters, Number of ReTweets, Top Words, Top URLs and the source of Tweets are all summarized

• Discovering social chatter source• Allows businesses to understand

more about clients, potential markets, and competitors

• Information regarding business opportunities, quality management efforts, and general improvement is provided

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Some Businesses Can’t Wait

• Some organizations that need to analyze older (this may mean only a few months!) Twitter content and cannot wait for the Library of Congress

• Twitter’s full data feed, called its Firehose, provides all Tweets being sent through Twitter

• Gnip currently provides access to Twitter’s data streams and dozens of other social media feeds

• Gnip is an authorized reseller of Twitter data.

• Gnip extracts the subset relating to a particular firm, its products, and other interests

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Gnip

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Business SuggestionsBusinesses use Twitter for a variety of purposes: from marketing to customer service to product development. Twitter can be powerful for new companies and can result in the quick dissemination of information.

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From Jill Duffy:

https://twitter.com/jilleduffy

Follow Dr. McHaney at: @mchaney

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End ofChapter 7 Part A

Web 2.0 and Social Media for Business

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Slides Prepared by Professor Roger McHaney Kansas State UniversityTwitter: @mchaneyBlog: http://mchaney.comEmail : [email protected]