Chapter 7: Social Buzz and Viral Phenomena: Part A Web 2.0 and Social Media for Business Roger McHaney, Kansas State University
Chapter 7: Social Buzz and Viral Phenomena: Part A
Web 2.0 and Social Media for Business
Roger McHaney, Kansas State University
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
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.
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
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
Twitter (What is it?)
Video
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
Twitter Searches
Searches use a variety of tools provided by Twitter and third-party organizations
Example Results from Twitter’s Search Page
Using Twitter’s Search Page
http://twitter.com/search
Twitter’s TweetDeck
www.tweetdeck.com
Uses Firefox or Chrome
Create an Account
Track and Organize Tweets
TweetDeck Example
Twitter’s TweetDeck Video
Video
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
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
Mission Critical Twitter Use
Mission critical information may be discovered by mining Tweets. Business needs sophisticated search tools.
http://www.tweetarchivist.com
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
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
Gnip
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.
From Jill Duffy:
https://twitter.com/jilleduffy
Follow Dr. McHaney at: @mchaney
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]