Kaplan, A. M., & Haenlein, M. (2010). Users of the world unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. Retrieved from: http://www.sciencedirect.com/science/article/pii/S0007681309001232
– Social Media is on the rise
– Firms have less control over what information customers can access
– The event of Social Media is sort of an evolution back to the original point of the Internet: to share information between users (but it’s more than that, and it’s different from Web 2.0 and User Generated Content (UGC)).
– Focus on six types:
- Collaborative Projects
- Content Communities
- Social Networking Sites
- Virtual Game Worlds
- Virtual Social Worlds
So these categories are making me think about Social Media in a way I haven’t considered before. I’m thinking about how useful it is to divide Social Media into categories. I’m thinking about the six categories above and wondering about the ones I don’t recognise (1, 3, 6) and also thinking about the differences between the ones I do (2, 4, 5).
– Defining Web 2.0 as a place where collaboration became more common/valued than publication. For Web 2.0 to exist it needed:
- Adobe Flash
- Ajax (asynchronous Java Script)
– Kaplan and Haenlein consider “Web 2.0 as the platform for the evolution of Social Media” (2010, p. 61).
– Three things are required for content to be considered UGC:
- Posted publicly (or to a select group) – so not IM or email
- Have creative effort- so not reproductions of other work
- Be created outside professional practice – so not created for an audience from a business POV.
– “Social Media is a group of internet-based applications that build on the ideological and technical foundations of Web 2.0, and that allow the creation and exchange of User Generated Content” (2010, p. 61).
At this point in the reading, I finally noticed that the references in this article were also hyperlinks. I was slightly disappointed to find that they only linked to the bibliography at the bottom of the article, but I think it’s a good idea to use in my report at the end of semester.
– Idea of Media Richness Theory is that the goal of communication is to resolve ambiguity and reduce uncertainty. More info: Daft and Lengle
– Table 1
I’m not sure I agree with the table 100% but possibly because I don’t understand the Social Presence/Media Richness category. Will read the Daft and Lengle article at a later date to see if this helps my understanding.
I started skimming the rest of the article at this point (probably something I should have done before I began reading it) and came across a point later in the article that made me want to check the publication date of this article (also something I should have noted at the start). It’s an important thing to keep in mind, especially when reading articles about technology.
– Collaborative Projects
- “democratic manifestation of UGC” (2010, p. 62).
- eg. Wikis, bookmarking services like Delicious, Urban Dictionary
- the idea behind it is that joint effort produces better results than a solo effort
- can harm firms: the customer feedback cycle
- can benefit firms: keep track of/in touch with employees
- “The Social Media equivalent of personal web pages” (2010, p. 63)
- usually managed by one person, interaction=comments
- can be good or bad for firms, obviously?!
– Content Communities
- eg YouTube, Flickr, Slideshare
- risk of sharing copyright material
- but reward of reaching potential customers through customer interactions or sharing recruitment videos/ keynote speeches/ press releases etc.
– Social Networking Sites
- eg FaceBook, MySpace
- firms can use SNS to promote themselves and reach customers
– Virtual Game Worlds
- “Virtual Worlds are probably the ultimate manifestation of Social Media as they provide the highest level of social presence and media richness of all the applications discussed thus far” (2010, p. 64).
- eg WOW, Runescape (personal eg), X-box and PlayStation online games
- not too much interest for firms except in collaborative advertising maybe
– Virtual Social Worlds
- eg. Second Life
- lots of opportunities for firms to become part of the VSWs and market to the “residents”
I skimmed the rest of the article “Five points about using media” and “Five points about being social” because I know this information already, as I often read it on creative/entrepreneurial blogs about online presence and branding.
Overall an interesting article to start my semester on, and I’ll be looking further into the Media Richness Theory before too long.