Strategies, Policies & Engagement

Background, Business, Social, Web 2.0

 

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Let’s talk, evolve and make some money

Web 2.0 is really doing some revolutionary things and I say this taking into consideration how it allows every individual involved in a business, be it executives, stakeholders, workers and consumers to engage with one another through social software. Never before, as far as I know, could a consumer chat directly to a business on a regular basis or voice their opinions about a product that helps businesses to make lucrative changes. Web 2.0 has certainly forged the way for businesses to move beyond simply listening and analysing their target markets to now connecting with their target market in a way that ultimately benefits their objectives, generates a return on investment and encourages a coming together of sorts. 

Social Media Strategy = Using technology to purposefully reinforce a business’ dealings.

Understanding the pressure society innately places on businesses to implement social media into their practices and how social media platforms can actually work to benefit a business’ equity, businesses should apply a strategic approach to their social engagement so that they not only achieve their profit seeking goals and triumph over their competitors but also connect with their audience in a more relevant way. Embracing platforms like Instagram, Twitter, Facebook, YouTube and LinkedIn to connect internally and externally, businesses are able to function in a unique manner that challenges the status quo. 

When using social media theorist Larry Weber said that businesses should have a clear and strategic process that is “both linear and iterative. It starts with setting strategic goals for social engagement programs and continues sequentially through design, activation, and sustainment, followed by measurement and analytics.” In doing this a business can also avoid wasting time and public relation disasters.

Weber went on to say that one of the core notions (one that I genuinely love) a business should think about re social engagement is that “the spirit of establishing this group* is not to control social engagement. Rather, the goals are to foster collaboration, to share knowledge across functions, and to reduce enterprise’ processing and reacting times to enhance community engagement and strategy formulation and execution.” So as important as it is for businesses to rule their social engagement, making sure they’re not being portrayed inappropriately to the public, they also need to understand that social engagement is much bigger than their self-serving ideas. It is about using technology to eradicate information silos, embrace culture, and to be open, transparent, collaborative and innovative.

Social Business Strategy

According to analysts Carlene Li and Brian Solis, social business strategy is “the integration of social technologies and processes into business values, processes, and practices to build relationship and spark conversations inside and outside the organization, creating value and optimizing impact for customers and the business alike.” Ok, so in my mind a social business strategy is therefore an approach businesses use to incorporate social channels into their workflow so they can make stronger connections within their organisation and the outside world, including enhancing their social orientation.

The two strategies, social media and social business, are somewhat different. I’ve come to understand that the social media strategy focuses on the technology involved in a business’ strategy to become a social business. Solis explained that a social business strategy often gets confused with a social media strategy, yet they are rather two distinct approaches. He said the word “social” is merely a common attribute found in both strategies, “social is an adjective that describes the nature of channels, networks, or platforms that facilitate conversations online. When placed ahead of business, social articulates a philosophy or approach. In this case, “social business” is a philosophy; a way of business where social technologies supported by new approaches facilitate a more open, engaged, collaborative foundation for how we work.”

So…

  • Social media strategy = Technologically advanced platforms
  • Social business strategy = Philosophy
  • Together = Technologically advanced platforms are used to sustain philosophy

Social-Business-Iceberg-Shopfront-and-Strategy

Look at it this way

Awesome!

Elements of a Social Business Strategy

As discussed by Li and Silos, below are the six elements business’ need to exercise in order to grow socially.

  • Planning: Prepare themselves to listen and learn
  • Presence: Stake their claims and establish their aura within chosen social channels
  • Engagement: Understand that their conversations internally and externally via technology will deepen their relationships
  • Formalised: Organize their conversations to scale so that they have a coherent voice across platforms
  • Strategic: Become a social business by integrating technologies into their practices
  • Converged: Consider and appreciate their business as a social entity

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The maturity matrix

In layman terms I would say this is how a business can get their social media and social business strategies rolling…they need to:

  • Consider their core goals
  • Design measurable objectives
  • Identify their target market
  • Acknowledge their competition and what social engagement tactics they are using
  • Create effective key messages
  • Select suitable social channels, ones that would best reach their identified target market
  • Train their employees so that they are able to use social media safely
  • Monitor social engagement
  • Use social metrics to evaluate their online activity

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The way to do 1.0

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The way to go 1.1

The Success Factors of a Social Business Strategy

There are also seven success factors, according to Li and Silos (clever souls) that increases a business’ potential value when implemented and continued throughout the development stages of their social business strategy.

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Successful steps to take

 

*Those that support and carry out the social engagement process.

References:

Brian Solis. (2014). Q&A: The 7 Success Factors Of Social Business Strategy. Retrieved from http://www.briansolis.com/2014/05/qa-seven-success-factors-social-business-strategy/

Entrepreneur. (2016). How to Build a Social-Media Strategy That Works. Retrieved from https://www.entrepreneur.com/article/246085

 Weber, L. (2011). Building enterprise-wide engagement capability in Everywhere: Comprehensive digital business strategy for the social media era (pp. 59-86). Hoboken, NJ, John Wiley & Sons, Inc.

 

 

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Online Communities & CoPs

Background, Business, Future, Take action, Web 2.0

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I like this concept a lot…it encourages collaboration.

Online Communities

An online community is a virtual village. It is a group of people, a virtual team who connects online via today’s technologically advanced means and talk about topics that interest the group as whole. They primarily convene by the means of the Internet and those who desire to become a member usually have to sign up to a specific site or application* in order to play an active role in the community. Online communities can function as an information system where individuals can post, comment on discussions, offer their opinion and collaborate. Without at doubt this type of community totally evolved out of Web 2.0’s digitally connective nature. Don’t you think?

Communities of Practice (CoPs)

A Communities of Practice is essentially the key to elevating a business’ performance and is a powerful marketing tool. It involves networks of individuals “who share a concern or a passion for something they do” and who desire to “learn how to do it better as they interact regularly.” CoPs are created by people who connect in the process of communal learning and in a shared domain of human endeavor for example, a group of foreigners learning to how to exist in a New Zealand or musicians who are keen on understanding how a new instrument works. However not all communities are CoP, we must remember this as CoP requires a form of intentional learning.

Educational theorist, Etienne Wenger believes that there are three characteristics that are crucial to a CoP to which they also help identify the difference between a community and CoP. He goes as far to say that before a community can even be viewed as a CoP they would need to adhere and display a combination of these three characteristics. Here you have them…

Domain: A CoP is not simply a group of friends but needs to be identified as being a community that has a shared domain of interest. The individuals in the group may not know one other personally but are connected and committed to one another through their mutual field of concern. Within a domain, members value their shared expertise and the ability to learn from one another.

Community: In sustaining their domain, members of a CoP need to come together and interact and learn from one another. Wenger said, “members engage in joint activities and discussions, help each other, and share information. They build relationships that enable them to learn from each other; they care about their standing with each other.” The individuals in the community may not work together on a daily basis however what creates and supports their community is their joint learning and connectivity.

Practice: Those who are in a CoP are otherwise known as practitioners. So a CoP is not solely founded on a shared interest but also a shared practice, where members unite to develop a shared collection of resources such as past encounters, stories, tools and ways of addressing common problems. The exchange of information and shared experiences between practitioners is what undergirds their community.

Domain, community and practice are essential attributes that gives life to a CoP.

According to Wenger a CoP normally involves these kind of activities:

  • Problem solving
  • Request for information
  • Seeking experience
  • Reusing assets
  • Coordinating and interaction
  • Building an argument
  • Growing confidence
  • Discussing developments
  • Documenting projects
  • Visiting locations of interest
  • Mapping knowledge and identifying gaps
  • Creating new ideas

Looking at these activities…are you in CoP? I would have say that they are all really profitable actions because they all either create or sustain knowledge and in my eyes that is a good thing. I believe a society with healthful CoPs is a society full of life and creativity.

In my mind the core difference between an online community and a CoP is the way that they literally converse. You see those who belong to an online community don’t necessarily see each other face to face, whereas members of a CoP usually come together in person. However, as our lecturer David P best explained the “distinction between the terms ‘online communities’ and ‘communities of practice’ has blurred in recent times due in part to the explosion of online communities facilitated by social media technologies.” Technology and interactive platforms like social media applications have really shaken things up and that is why I honestly believe aspects of the CoP are slowly becoming irrelevant as they merge into the online community sphere and embrace more and more of Web 2.0 world. Wouldn’t you guys agree?

Benefits and Limitations

Online Community Benefits

  • Gives members the power to disseminated their messages globally and across the Internet
  • It is inclusive
  • Breeds and encourages acceptance, validation and sense of belonging It Expands Makes room for creativity and collaboration
  • Creates and expands conversations
  • Empowers all members and supports freedom of speech

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OC pros

 Online Community Limitations

  • There is a lack of face-to-face contact between members in an online community.
  • Members don’t really have an individual or personally identity, therefore it’s difficult for members in an online community to create genuine relationships with others in the group.
  • It’s challenging to build strong connections and commitment. With an online community members can miss out on the emotional bond that occurs when interacting in a physical space or when using tangible objects, thus making membership rather casual.

CoP Benefits

  • Allow employees to manage change
  • Provides access to new knowledge
  • Cultivates trust and a sense of common purpose
  • Adds value to professional lives
  • Creates knowledge and encourages skill development
  • Uses information management to drive strategy
  • Disseminate valuable information and transfer best practice
  • Initiate new lines of business including new products and services
  • Facilitate rapid responses to customer needs and problems
  • Decrease the learning curve for new employees
  • Help companies recruit and retain talent

CoP Limitations

  • Time Demands and constraints: In order for CoP to be successful and to reap the fruit from their conversations and actions they need time and sustained interaction.
  • Organisational Hierarchies: CoP within an organisation may contradict its actual intention to be informal and break down the walls of pride, intellect and power. Scholar Steven Kerno explained, “if the majority of individuals within an organization are more concerned with maintaining and adhering to the organization chart and its hierarchical ordering than with maximizing organizational performance…than the “status quo” will prevail and community of practice efforts are not likely to produce any substantive progress or benefits. Worse, they may be perceived as several previous organizational “fads” that failed to realize their potential.”
  • Culture: CoPs are a social design and so they reflect the wider social structures, institutional and national culture that they exist in. The result of this is that CoPs innately generate cultural differences** between organisational CoPs that may hinder their overall effectiveness.

On the whole, the benefits of a CoP truly validate its relevancy to a business strategy. Businesses can integrate and utilise a CoP to elevate their objectives, genuinely connect with their employees and train them in a more transparent manner that generates a healthy environment of sharing and learning information across hierarchal structures.

*Like a video game, blog or their work’s intranet site

**Conformity, individualism, social expectation and interactivity modes

References:

Wenger, E. (2006). Communities of practice: A brief introduction

Kerno, S. (2008). Limitations of communities of practice. Journal of Leadership & Organizational Studies, 15, 69-77. Retrieved from http://webcache.googleusercontent.com/search?q=cache:OOmR3-r95CAJ:www.knowledgemobilization.net/wp-content/uploads/2014/02/8.-Limitations-of-Communities-of-Practice-.pdf+&cd=1&hl=en&ct=clnk&gl=us&client=safari

 McDermott, R. & Archibald, D. (Mar 2010). Harnessing your staff’s informal networks. Harvard Business Review, 88(3), 82-89. 

Mitchell, J., & Wood, S. (2001). Benefits of Communities of Practice. Retrieved from http://www.jma.com.au/upload/pages/communities-of-practice/c-of-p-benefits.pdf?1377489802

 

 

 

Social Capital & Trust

Background, Future, Personal development

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These are some of the SC attributes

Social Capital 

This concept refers to the networks of relationships between people who live and work in a specific culture. It relates to the personal associations people have within their communal sphere and encompasses the norms, trust and systems that exist within a group. Social capital allows individuals to work effectively, both independently and collectively, and helps people to possess better lives.

Social capital is also a pretty cool theory as it enables supportive, emotional and personal factors to be shared through bonding and bridging relationships. Let me explain…

Bonding social capital comes from an inward-looking social network and normally occurs between an individual and those who are super close to them like a family member or good mate. Bonding social capital is an intimate form of social capital and provides individuals with emotional support, which in the end helps them to function in the world in a more satisfying way.

Bridging social capital on the other hand is related to a larger network of people. It is considered to be a more significant form of social capital as benefits an individual’s overall economic and social development. Bridging social capital is important because it gives individuals access to different people, different information and different social networks beyond their immediate bonding circle.

Watch this somewhat odd and witty clip for more info on social capital:

Do you know anyone with a pump?

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Here’s another SC example

Social Capital, Trust and Social Media within Organisations

One of the core things to note is that social capital is about building trust. So in the context of an organisation’s use of social media…social media is a platform that encourages social capital (and therefore the building of trusting relationships) and social capital can help organisations enhance their relationships, functionality and overall brand equity. Social media enables organisations to elevate their social capital since it supports interactivity, synchronous communication and freedom of speech. This means that social media can actually be used to build trusting relationships between an organisation and their employees and customers.

That being said, trust is a difficult thing to exercise across social media because technology inhibits our ability to assess those we’re talking via social channels. And so that is why I guess Theorist’s Kennedy and Sakaguchi said, the “future of the Internet may require faith in humanity”, as organisations nowadays are required to apply a moralistic or generalised trust towards individuals in order to attain and improve their social capital.

 Issues and Challenges of Social Media

  • Psychological Impacts*: It influences the way we think and respond. Our intellect and actions are now intrinsically dictated by the way we use technology. We no longer accept the traditional process of using our brains but desire to have instant answer to questions, which we can easily access through the Internet.
  • Privacy/Big Brother: Employers can now invade employees’ privacy through actively monitoring their Internet and e-mail activity. This action however erodes trust and lowers morale, commitment and performance within an organisation.
  • Bad behaviour can also go unnoticed via social media, as supervising one’s online activity can be rather demanding operation for an organisation to sustain

However, there are also some good reasons for employers to monitor their employees:

  • To protect their legal liabilities
  • To checking if employees are doing the work they should be, without being distracted by the Internet or their private Facebook feed
  • To make sure private and confidential documents are not being transmitted and disseminated in an inappropriate way

 It is very important for an organisation to address these issues and challenges as time equals money** and one bad act online could ruin their reputation. Having said that organisations need to find the right balance between being a watchdog and allowing their employees to use social media to generate revenue.

 Culture and the Adoption of Social Media

Culture plays a big role in the process of change yet today we have a workforce full of millennials who are highly technologically orientated and executives who are not so keen on using interactive technology akin to social media due to the influence it may have on their productivity and security.

Christine Eberle, a contributor to the influential book called The Social Media Management Handbook, stated in a podcast that organisations need to strike a balance between accepting social platforms into their workplace/workflows and nurturing a corporate environment, where all the different voices can be heard. Eberle believes that if organisations actually opened their arms to today’s technologically advanced culture they could move their organisation in the right progressive direction.

To wrap up…social media scholar, Andrew Miller said, “the more rigid an organization’s internal controls are for workflow the more likely that social media adoption is being fought.” This makes me think…how long can an organisation like this exist in today’s culture that is heavily influenced by technology? What do you guys reckon?

Social Capital

You can’t resist technology!

*Here are some poignant quotes from the very thought provoking article called Is Google Making Us Stupid? What the Internet is doing to our brains by Nicholas Carr (such a good read)

  • “What the Net seems to be doing is chipping away my capacity for concentration and contemplation. My mind now expects to take in information the way the Net distributes it: in a swiftly moving stream of particles. Once I was a scuba diver in the sea of words. Now I zip along the surface like a guy on a Jet Ski.”
  • “In the past the man has been first” and “in the future the system must be first.”
  • “The Internet is a machine designed for the efficient and automated collection, transmission, and manipulation of information, and its legions of programmers are intent on finding the “one best method”—the perfect algorithm—to carry out every mental movement of what we’ve come to describe as knowledge work.”
  • “In Google’s world, the world we enter when we go online, there’s little place for the fuzziness of contemplation. Ambiguity is not an opening for insight but a bug to be fixed. The human brain is just an outdated computer that needs a faster processor and a bigger hard drive.”

**Employers don’t want employees wasting their company time or looking at their personal mobiles when they should be working. They also may not want to be associated to some of the things their employees are connected to via their private social media accounts, therefore employers have to be diligent and make sure they ethically monitor their employees use of social media when at work.

References:

Kennedy, M. & Sakaguchi, T.  (2009).  Chapter XII Trust in social networking: Definitions from a global, culture viewpoint.  In C. Romm-Livermore & K. Setzekorn. Social networking communities and e-dating services: Concepts and implications (pp. 225-238).  Hershey, NY: Information Science Reference.

Miller, A. (2011). Cultural barriers to organizational social media adoption. In J. Girard & J. Girard (Eds.), social knowledge: Using social media to know what you know (pp. 96-114). Hershey, PA: doi: 10.4018/978-1-60960203-1.ch006

 

Businesses & Non-profits.

Background, Future, Take action

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Let’s work

This post focuses on how small businesses, large companies and non-profit organisations have the chance to advance their objectives, enhance their image and improve their awareness through our ever so famous form of communication >>> social media . Using social media as a catalyst for success, these entities can utilise all kinds of social channels to circulate their lucrative messages and promote their offerings. 

Small Businesses, Non-profit organisations and Social Media

A chance to get personal. Small businesses and non-profits can use social media to engage and form closer relationships with their target audience directly, producing long-term benefits. Moreover, small businesses can post non-product related stories and images online, which may lead consumers to have an emotional reaction and so cause them to share with their peers. They can also encourage consumers to express their own personal stories and opinions about their products, encouraging user-generated content. Social media not only gives small businesses and non-profits the chance to promote their comings and goings but it makes their target audience feel more connected to their brand, moving them to purchase their goods or to make a donation.

Take advantage of consumers and individuals’ daily mobile use. Mobile phones allow individuals to access social media 24/7, which benefits small businesses and non-profits as they can influence people to make a purchase or elevate a charitable cause at anytime of the day. A mobile phone also allows these groups to communicate their key messages to the public on a regular basis via social media.

Implement customer service. Small businesses can better serve their target market via social media, promptly addressing consumers’ problems or questions and resolving or dissolving any negative experiences or comments consumers may have in relation to their product/service. Likewise, small businesses can also toot their own horn by sharing consumers’ positive feedback…and in this case I reckon they should use as many social platforms as they can to spread the good word about their brand!

Hootsuite. To all the businesses and non-profits out there…I suggest you take a look at this!

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The Risks of Using Social Media in a Business

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Time and money

  • Negative publicity: A small business may post an improper comment about another business or individual on social media that could lead to damaging exposure.
  • Security issues: Confidential information about the small business could be leaked to the wrong channels via social media.
  • Public criticism: Consumers can publicise their frustrations about a small business, which is likely to taint their brand’s image.
  • Lack of education: Small businesses who are not techno-savvy and fail to use social media effectively due to a lack of knowledge (it pays to get some training or ask an expert for some help) will have to wear the opportunity cost.
  • Competitive exposure: Competitors also using social media could gain insight to a small businesses’ marketing tactics.
  • Wasting business time: Regular updates and monitoring social media takes time, time small businesses would rather spend on their essential day-to-day tasks.

“For a business owner who might be preoccupied with the day to day challenges of running a business in a sluggish economic recovery, maintaining an active social media presence is clearly not easy.”

Small & Large Businesses 

On the whole, businesses are more likely to use the Web in ways that are less time-consuming such as paying suppliers and buying goods online however find it difficult to draw out their social media existence in the long run due to their limited means.

Small businesses may be interested in utlising social media and would like the benefits that come with it however are scarce for time and resources. They stand-alone and focus on the matters at hand rather than sustaining an active social media presence. This is a tad sad as it could help their brand in the long run with gaining loyal customers and a profit.

Ms Smith said, “Much like social media, search engine marketing…requires specialist knowledge and expertise that is probably not available to many small businesses. We know…that the majority of consumers will search online first before choosing a product or service, so this is an area where businesses are missing out if they do not have the time or resources available.”

Larger businesses on the other hand have the means to not only implement a wide range of online marketing activities such as digital advertising or electronic direct mail but they can also invest time and resources towards building a strong social media aura. 

This all leads me to think…does a business’s use of social media wade in the hands of time and money?

Mobile Social Media and ‘Traditional’ Social Media

Mobile social media = A constant connection and interaction on social media due to mobile devices (e.g. Facebook Places, Foursquare, Gowalla and Yelp).

‘Traditional’ social media = A stationary connection and interactivity on social media (e.g., posting Twitter messages, Facebook status updates, watching a YouTube video or reading a Wikipedia entry).

Mobile social media is a collection “of mobile marketing applications that allow the creation and exchange of user-generated content. Companies engaging in mobile social media will often have some sort of knowledge about the consumers with whom they’re dealing, such as current geographical position in time or space.”

References:

Entrepreneur. (2016). How Your Small Business Can Use Social Media to Boost Sales. Retrieved from http://www.entrepreneur.com/article/244383

BarnRaisers. (2015). 27 surprising stats how social media is changing healthcare. Retrieved from http://barnraisersllc.com/tag/business-strategy/

TechXB. (2014). Top five risks companies face when using social media. Retrieved from http://techxb.com/top-five-risks-companies-face-when-using-social-media

Hubspot. (2014). 7 Serious Business and Legal Risks of B2B Social Media Marketing. Retrieved from http://blog.hubspot.com/insiders/legal-risks-of-social-media-marketing

MYOB (2012, 14 November). New Zealand business getting less social. Retrieved from http://myob.co.nz/myob/news-1257828256743?articleId=1257830446976

Kaplan, A. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4×4. Business Horizons, 55(2), 129-139. doi: 10.1016/j.bushor.2011.10.009

 

 

 

The Semantic Web (Web 3.0).

Background

Like I promised this post will give you a deeper look into the Semantic Web…

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This is how we work and play today.

So what is Web 3.0?

“Web 3.0 will be the next logical step in the evolution of the Internet.  For Web 1.0 and 2.0, the Internet is trapped within the physical walls of the computer, but as more devices become connected to the Web, such as smartphones, cars, and other household appliances, the Internet will be set free and become omnipresent.  Devices will be able to exchange data between each other and even generate new information. The Internet will be able to perform tasks faster and more efficiently, such as search engines being able to search for the actual individual users interests, and not just for the keyword typed into search engines.”

Google CEO Eric Schmidt described that Web 3.0 relates to various applications being joined together, allowing data to flow effortlessly from a cloud service through to numerous devices. He explained that “these applications will make the user generated content that Web 2.0.created able to be personalized and managed more efficiently.” Furthermore that we are to think of it as a personalized mashup of information coming from multiple places provided by applications that are intelligent enough to sift through it knowing our interests…and presented to us in the format we prefer.” This is pretty amazing right?! But also maybe a tad freaky…more on this notion (Artificial Intelligence) in the next post.

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The WWW evolution 

I honestly can’t believe we’re now in the era of the Semantic Web (Web 3.0)! It is the next revolutionary development and extension of the WWW.

  • Connecting data from one source to another source
  • Allowing computers to perform increasingly sophisticated tasks on our behalf
  • Assisting large corporations with data management
  • Helping senders of a message format their text in a way that produces meaning
  • Forming valuable digital relationships
  • Linking the sender, receiver and message to a common subject
  • Making content more relevant to individuals

Web 3.0 is an extremely complex system (having numerous definitions), providing a common foundation that allows information to be shared and rehashed across various platforms, organisations and societal boundaries. Yet, I would suggest that the very basic idea of it…

“is to add meaning to Web content in such a way that computers can process the content to execute tasks using powerful new applications and services.” 

Acknowledging this…I also reckon Web 3.0 offers businesses a unique opportunity to be free from the confines of Web 1.0 and Web 2.0 and to use social media in a way that not only helps them to communication effectively but also sustains their connection with consumers on the go. That being said, before a business can jump into the mobility benefits of the Semantic Web they need to know what specific social channel will work to accomplish their objectives.  

So here’s a solid display of what companies should think about when selecting an appropriate social channel for their dealings. 

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Who? How? What?

All going well they can use more than one application to gain a greater reach, seeing that the Semantic Web enables these social channels to speak to one another simultaneously across a range of devices.

Here’s also a nice concise set of what businesses should and should not do in relation to using social media. I think this would really help businesses enter the new semantic scene on the right foot.

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Do’s and Don’ts – Come on strategise

Before I say goodbye, there is something that we need to consider about Web 3.o…it’s future really depends on the economics, politics, culture and technology at hand. These are the fundamental components that evoke and demand change to which I can’t help but think that every step forward in the digital world makes more and more room for collaboration. What do you guys think?

References:

Matusky, R. (2015,  April 3). Web 2.0 vs. Web 3.0 – What Really is the Difference? [Web log post]. Retrieved from http://randymatusky.com

ArteWorks SEO. (2008, October 20). Real Web 3.0 Perspective. Strategy, Web Analytics and PPC Advertising [Web log post]. Retrieved from http://www.arteworks.biz/ljebbia/labels/web%203.0.html

Anderson, P. (2012). Web 2.0 and beyond: Principles and technologies. CRC Press,Boca Raton, FL pp. 295-315.

 

 

WWW.

Background

Here is to setting the scene…take a look.

Thanks TEDEd

Ok, so what is Web 2.0, Web 3.0 and Information Architecture?

Web 2.0 is the second stage of evolution of the World Wide Web (WWW). WWW use to be a platform that simply provided users with static web pages, however with Web 2.0 these fixed pages have evolved into active or user-generated content. Users are no longer passively viewing content on websites but are now creating conversations and expanding messages via numerous social mediums.

Through Web 2.0 we can now “create, edit, rate, and tag content at will, which provides other users with new information and guides the relevance of what is important to the overall community.” It has the power “to build momentum, obtain critical mass, and contribute to ongoing collaboration”

The benefits of Web 2.0: 

  • It is an effortless and flexible platform for exchange
  • It promotes and increases social interactivity, particularly between users and sites
  • It creates and sustains collective communities
  • It enables users to control data and actively contribute to websites
  • It engages with a range of services such as Really Simple Syndication (RSS) feeds, which allows users to connect and view data in unimaginable ways

Web 3.0, otherwise known as the Semantic Web* can be understood as the expansion of Web 2.0, however in Nova Spivack’s eyes, an Internet visionary!, it is a form of connective intelligence. A platform that links data, notions, applications and eventually people together. 

* More on the Semantic Web in my next post!

Information Architecture (IA):

As described by Dr Pauleen. IA is the…

  • Structural design of shared information environments
  • Combination of organization, labeling, search, and navigation systems within web sites and intranets
  • Art and science of shaping information products and experiences to support usability and findability

I would like to insert that IA also focuses on bringing the principles of planning and architecture to the Web/digital scene in order to…

  • Woo and grab the attention of a specific target audience
  • Create and publicise an appropriate brand image for businesses

Hope this has given you some form of insight to our WWW situation! Here’s some questions…I would love to hear from you.

  • Have you ever used Web 2.0 to collaborate? I’m totally sure you have so please share!
  • What conversations do you tend to create or expand on Web 2.0? Personally, I’m always tagging my mates to @natgeo images via Instagram as I know they will find them rather amusing.

References:

Informit. (2009, October 29). The Relationship Between Web 2.0 and Social Networking. Retrieved from http://www.informit.com/articles/article.aspx?p=1400615

Pauleen, D. (2016). 157.204 Social Media Networks for Business [Lecture notes]. Albany, New Zealand: School of Management, Massey University.

Blogs.

Background

blog-promotion

Now, I know you know what blogs are…but what the heck let me share.

“Blogs are the social media equivalent of personal web pages and can come in a multitude of different variations, from personal diaries describing the author’s life to summaries of all relevant information in one specific content area”

 Check these out for example:

 Top blogs contain:

  • A clear voice that is keen on a particular subject
  • A captivating style (name, themes, images, videos and colour palettes)
  • Accessible features (widgets and links)
  • Regular posts
  • Share buttons (categories, tags and feeds)
  • An engaged audience (comments and discussion)

Blogs are used to elevate ones digital presence, whether it is an individual who wants to speak their mind or a business who wants to increase their visibility and spread their message to make a buck. Blogs can encompass all that social media has to offer to which bloggers can use social media to…

  • Gain followers
  • Create a network
  • Market their subject matter
  • Build an online presence
  • See what others are talking about
  • Stay up-to-date with what’s occurring in their field of interest

Social media opens the door to collaboration and allows bloggers to gain a greater reach and influence then ever before.

In today’s technologically advance atmosphere, businesses have the chance to communicate, cooperate, collaborate and connect with their desired market. They  are also able to utilise blogs to disseminate their message in a way that they see fit. Businesses can send messages into society…

“without external editors, reviewers, or perspectives being interjected. They can control which reader comments are posted and which are displayed.”

What’s more, start up businesses can create and use blogs as a form of low-cost advertising. They can pretty much increase their reputation and voice in society for free! Cool huh!

So…if you have any mates who have or are interested in opening a business why don’t you tell them to start a blog and send them the link to the video below. It will certainly benefit their goals. 

Grovo.com

References:

Kaplan, A.M. & Haenlein, M. (2010). Users of the world untie! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.

McHaney, R. (2013). Blogging for Business. Web 2.0 and Social Media for Business (2nd ed). 34-69.