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Copyright ©2021 John Wiley & Sons, Inc.


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Web 2.0 Technologies



Using Search Technology for Business Success



A Search for Meaning—Web 3.0 and Semantic




Recommendation Engines



Social Web Tools and Applications




Copyright ©2021 John Wiley & Sons, Inc.


Social Networking Services (SNS) (1 of 2)

The development of a user’s online social network is facilitated by the SNS when users connect their profile with that of other users, groups, or organizations.

User connections on an SNS tend to develop over time, one-by-one, and usually with the mutual consent of both parties. Likewise, SNS users can discontinue their connections with other people, groups, or organizations on the SNS.

The creation, sharing, and consumption of user-generated content (UGC) plays a significant role in defining the nature of user behavior and activity on an SNS.


Copyright ©2021 John Wiley & Sons, Inc.


Social Networking Services (SNS) (2 of 2)

Users are typically linked to or identified by a site-specific profile containing a variety of information supplied by the user. Access to SNS content is not readily available to non-SNS members and UGC is not typically available to other members unless specifically permitted by the user that uploaded it to the SNS.

Social networking services are platforms or websites created with Web 2.0 or social media features and functionalities that allow users to interact with one another.


Copyright ©2021 John Wiley & Sons, Inc.


Copyright ©2021 John Wiley & Sons, Inc.



Copyright ©2021 John Wiley & Sons, Inc.



How Businesses Use Social Networking Services

Selling goods and services

Promoting products to prospective customers; for example, advertising

Prospecting for customers

Building relationships with customers and prospective customers

Identifying customer perceptions by “listening” to conversations

Soliciting ideas for new products and services from customers

Providing support services to customers by answering questions, providing information, and so on

Encouraging customers to share their positive perceptions with others

Gathering information about competitors and marketplace perceptions of competitors

Identifying and interacting with prospective suppliers, partners, and collaborators


Copyright ©2021 John Wiley & Sons, Inc.




E-commerce 2.0 and Social Commerce

E-commerce 2.0: Customers were encouraged to rate their satisfaction with the products they purchased, write product reviews, rate their satisfaction with the product seller’s service, and share information about their purchases on social networking services.

Social commerce refers to a wide range of strategies and tactics used by business organizations to engage with consumers on the Web and social media apps to influence their purchasing behavior. This includes advertising, promotion, content marketing, organic (unpaid) interactions with consumers, and so on.


Copyright ©2021 John Wiley & Sons, Inc.




Private Social Networks


Private SNSs use social technology to create a community restricted to members selected by the SNS’s owner.

Private SNSs allow a greater degree of control over the network.

Companies can easily monitor activity on their own SNS platforms and track conversations taking place about their brands and products.

Most colleges and universities have Facebook pages. In addition, many institutions have developed private SNSs to engage students even before they set foot on campus.

Copyright ©2021 John Wiley & Sons, Inc.



Engaging Consumers with Blogs and Microblogs


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blogs are websites (or sections of a website) where people or organizations regularly post content.



Some personal blogs are simply online diaries or journals where people share their thoughts, reflections, or an account of their life.



Other blogs are more sophisticated and professional in format, resembling online newspapers or magazines.



Blogging tools make it easy for organizations to provide website visitors with frequently updated content on pages.





What Is the Purpose of a Blog?

Copyright ©2021 John Wiley & Sons, Inc.




Many professionals maintain a blog to establish their reputation and demonstrate their expertise.



Corporate bloggers use the medium to tell stories about their brands and connect with customers.



For businesses that practice content marketing, creating a blog is often the first step in a strategy that uses helpful and interesting information to attract prospective customers.



Blogging and Public Relations

PR professionals use a variety of strategies:

Send information about a company or its brands to journalists in the hope that it will result in articles or news stories about the company in magazines, newspapers, and electronic media.

Providing the blogger with information in advance of it being released to the public, providing access to company executives for interviews, sending the blogger samples of the company’s product so that they can write from firsthand experience, and so on.


Copyright ©2021 John Wiley & Sons, Inc.




Blogging Platforms and Microblogs


Blogging platform is a software application used to create, edit, and add features to a blog. WordPress and Blogger are two of the most popular blogging platforms.

Microblog a blog that consists of frequent, but very brief posts containing text, pictures, or videos. Twitter is perhaps the most well-known example of a microblog.

Copyright ©2021 John Wiley & Sons, Inc.




Twitter is often described as a social networking service just as much or more so than it is called a microblogging service.

Tweets a brief 140-character message or post broadcast on Twitter, a microblogging service.

Hashtags are terms proceeded by a hash sign (#) that people use to associate their message with a topic or theme.


Copyright ©2021 John Wiley & Sons, Inc.






Consumer Mashups and RSS Technology

Websites and mobile apps use AJAX technologies and APIs to pull data from a variety of sources and combines them to create a mashup that presents the information in a way that creates some new benefit or service. Example: Integration of map data (from companies such as Google or MapQuest) with information like store names, locations, phone numbers, and consumer reviews from other websites.

RSS technology allows users to subscribe to multiple sources (e.g., blogs, news headlines, social media feeds, videos, and podcasts) and have the content displayed in a single application, called an “RSS reader” or “RSS aggregator.”

Copyright ©2021 John Wiley & Sons, Inc.



Social Metrics and Monitoring Tools (1 of 3)

Subscription Monitoring Services:

The most comprehensive social media monitoring tools require the user to pay a subscription or licensing fee.

These tools not only monitor the social media environment for mentions of your brand or company name but also provide analytics and tools for measuring trends in the amount of conversation and the tone or sentiment (e.g., positive, negative, neutral) of the conversation, in addition to other aspects of online social interactions.


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