CIS190 Chapter 7 - Social Media and Semantic Web technology

Web 2.0

is a term used to describe a phase of World Wide Web evolution characterized by dynamic webpages ,social media, mashup applications, broadband connectivity, and user-generated content

content marketing

a strategy that uses helpful or interesting information to attract and retain prospective customers, build brand awareness, and establish credibility leading eventually to purchase

Really Simple Syndication (RSS)

a technology that allows users to receive updatas and shared information from websites in a standarized way. these posts can be in the form of blog posts, news, or video and audio recordings

Terms of Service Agreement (TOS)

a formal listing of the policies, liability limits, fees, user rights, and responsibilities associated with using an online service. users are typically required to ackowledge they have read, understand, and agree to the TOS before they are allowed the service to use

social network

defined by a users connection and interactions with other people. users can have different types of social networks, such as family connects, connections of friends, school connections, professional connections, and so on

social commerce

refers to a wide range of strategies and tactics used by business organizations to engaged with consumers on the Web and social media apps to influence their purchasing beavhior. this includes advertising, promotion, content marketing, organic interactions with consumers, and so on

blogging platform

a software application used to create, edit, and add features to a blog. Word Press 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

Tweets

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

hastags

are terms proceeded by a hash sign that people use to associate their message with a topic or theme

intranet

a computer network like the internet expect access is restricted by the intranet's owner, and users must sign into the intranet with a username and password. many companies create intranets for their employees and business partners

synchronous communication

dialogue or conversation that takes place in real time, without the long delays between exchanges that occur, for instance, in e-mail or discussion board conversations

folksonomy

a system of classifying and organizing online content into catergories based on user-generated metadata such as keywords

cloud storage services

provide users with the ability to save documents and other kinds of electronic media on servers connected to the web. this makes it possible for user to access their data from multiple devices and to share files with other individuals

search engine

an application for locating web pages or other content on a computer network. popular web-based search engines include google, bing, yippy, and yahoo

spiders

also known as crawlers, web bots, or simply "bots"

page repository

a data structure that stores and manages information from a large number of webpages, providing a fast and efficient means for accessing and analyzing the information at a later time

metadata

information that describes other types of data. for example, metadata attached to a file would describe the nature and format of the data in the file, making it easier for some programs to use

natural language processing

technology that allows users to interact with computers using their natural language instead of a predetermined set of commands and syntax structures

Broad bandwidth (broadband):

Internet access became faster
with largescale adoption of broadband

Sustainable business models

endured over time, and
generated revenue (Amazon, Google, eBay)

New Web programming technologies:

ability to develop web
pages that are dynamic and rich in features

Application programming interface (API):

set of commands
and programming standards used by developers to write
applications that can communicate with other applications.

Software Development Kit (SDK):

a collection of software
tools used by developers for writing applications that run on a
specific device or platform.

AJAX technologies

a term referring to a group of technologies and
programming languages that make it possible for
webpages to respond to users’ actions without requiring
the entire page to reload.

How has communication in our culture changed?

Mass communication has shifted from a broadcast
model to a conversation model
• Now people as well as organizations share control over
both the message and the medium
• Because of its relatively low cost and ease of use, social
media is a powerful force for democratization

Content marketing

a strategic marketing approach
focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly
defined audience—and, ultimately, to drive profitable
customer action

Characteristics of Social Media: What Makes It
Different?

User-generated content (UGC)
• Content control
• Conversation
• Community (common values, culture)
• Categorization by users (tagging)
• Real people (profiles, usernames, and the human voice vs. the
corporate “we”)
• Connections (followers, friends, members, etc.)
• Constant updating (real time, dynamic)
• Content separated from form
• Equipment independence.

Challenges and Opportunities for Business

Five key strategies that companies should use to
leverage their social media interactions with consumers
on the Web:
1. Listening
2. Talking
3. Energizing
4. Supporting
5. Embracing

What differentiates a SNS from other
online communities?

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.
2. 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.
3. 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.

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

Ecommerce

refers to all online activity that involves the
buying and selling of products and 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.

Private Social Networks

Private SNSs is any social space allowing
users to choose exactly who they want to
communicate with, without sharing
information in a public forum.

Engaging Consumers with Blogs and Microblogs

Blogs are websites (or sections of a website)
where people or organizations regularly post
content, Blogging tools make it easy for organizations to
provide website visitors with frequently
updated content on pages.

What Is the Purpose of a Blog?

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

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.

Blogging platform

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.

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.

Free Monitoring Services:

Mention.com: This tool aggregates content from over 80
different social media sites and it provides users with four
metrics that give insight:
1. Strength: The likelihood that a topic is being discussed on social
media platforms
2. Passion: The degree to which people who are talking about your
brand will do so repeatedly
3. Sentiment: The tone of the conversation; this metric helps you
understand if people are feeling positive, negative, or neutral about
the topic
4. Reach: Measures the range of influence. It is the number of unique
authors divided by the number of mentions

Content Creation and Sharing

Cloud storage services
provide users with the ability
to save documents and
other kinds of electronic
media on servers connected
to the Web. This makes it
possible for users to access
their data from multiple
devices and to share files
with other individuals

Search engine

an application for locating Web pages
or other content on a computer network.

How Crawler Search Engines Work

The crawler control module assigns webpage URLs to programs
called spiders or bots. The spider downloads these webpages
into a page repository and scans them for links. The links are
transferred to the crawler control module and used to
determine where the spiders will be sent in the future

Search technology impacts business in
the following ways:

Enterprise search
• Recommendation engines
• Search engine marketing (SEM) and search engine
optimization (SEO)
• Web search
• Emerging search technologies

Enterprise Search

Enterprise search tools are used by employees to
search for and retrieve information related to their
work in a manner that complies with the organization’s
information-sharing and access control policies
• Three important aspects of enterprise search
technology
1. Structured versus unstructured data
2. Security issues in enterprise search
3. Enterprise search utilities

Recommendation Engines

Unlike Web search engines that begin with a user query
for information, recommendation engines attempt to
anticipate information that a user might find useful.
• Recommendation engines are used by:
• e-commerce sites to recommend products
• news organizations to recommend news articles and
videos
• Web advertisers to anticipate the ads people might
respond to

Search Marketing

SEO involves designing a webpage to
satisfy an ever-evolving list of user
experience criteria set by search engines
and programmed into an algorithm that
determines how a company’s website will
appear in the SERP organic (unpaid)
listings

SEM is a strategy of purchasing ads that
appear in specific locations on SERPs and
are usually identified as ads to
differentiate them from organic listings.
Paid search listings are often referred to
as pay-per-click (PPC).

Web Search for Business

To use search engines
effectively, workers should
familiarize themselves with all
the features available on the
search engine they use.
• For example, Google features
include:
• Filetype
• Advanced search
• Search tools button
• Search history

Web Search: Real- Time Search

Sometimes you need
information about things as
they happen:
• Google Trends
• Google Alerts
• Twitter Search

Emerging
Search
Technologies

Mobile Search and Mobile SEO
• Personal Assistants and Voice
Search
• Intelligent personal assistant
(IPA) systems
• Semantic technologies (Web
3.0): Technologies that will
make it possible for computers
to understand the meaning of
Web content which in turn will
improve the ability of
computers to find the most
helpful and meaningful
information that we need.

Semantic Web

one in which computers can
interpret the meaning of content (data) by using
metadata and natural language processing (NLP) to
support search, retrieval, analysis, and information
amalgamation from both structured and unstructured
sources.

Metadata

“data that provides information about other
data”, but not the content of the data

Natural language processing

a technology
that allows users to interact with computers using their
natural language instead of a predetermined set of
commands and syntax structures.

The Language(s) of Web 3.0

The Semantic Web utilizes additional languages that
have been developed by World Wide Web Consortium
(W3C), a group led by Berners-Lee.
• These include:
• resource description framework (RDF),
• Web ontology language (OWL), and
• SPARQL protocol and RDF query language
(SPARQL).

Semantic Web and Semantic Search

One of the barriers to creating a Semantic
Web based on metadata is the tagging
process.
Semantic search engines can be programmed
to take advantage of metadata tags, but their
usefulness would be very limited

Semantic Search Features and Benefits


Practical search features based on semantic search technology:

• Related searches/queries
• Reference results
• Semantically annotated
results
• Full-text similarity search
• Search on
semantic/syntactic
annotations
• Concept search
• Ontology-based search
• Semantic Web search
• Faceted search
• Clustered search
• Natural language search

Semantic Web for Business

The most immediate challenge
faced by businesses is the need to
optimize their websites for
semantic search.
• Businesses need to think about the
issue of context when creating
content on their websites.
• Page titles and keywords used in
content should be selected for
their ability to help search engines
match the information with a
user’s intent or the context of the search.
search.

What does Web 3.0 mean for Social
Networks?

Web 2.0 has dominated centralized social networks
• Social networks in Web 3.0 will be decentralized
and owned by the community
What does this mean?
• Users will be part-owners and share in value creation
• Users will also participate in the governance and operation
• Power shift from corporations to users
• Users will have greater control of their digital identity and will be
rewarded for the activity and value they create on the network

Recommendation Engines

Three widely used approaches to creating useful
recommendations:
• content-based filtering,
• collaborative filtering, and
• hybrid strategies

Content-
based
filtering

Recommends
products
based on the
product
features of
items the
customer has
interacted
with in the
past.

Collaborative
filtering

Recommendations based on a
user’s similarity to other people.

Knowledge-based systems

use
information about a user’s
needs to recommend products.

Demographic systems

base
recommendations on
demographic factors
corresponding to a potential
customer (i.e., age, gender, race,
income, etc.)

Limitations of
Recommendatio
n Engines

Cold start or new user
Sparsity
Limited feature content
Overspecialization

Hybrid
recommendation
engines

Recommendations based on
some combination of the
methodologies (content-based
filtering, collaboration filtering,
knowledge-based and
demographic systems):
• Weighted hybrid
• Mixed hybrid
• Cascade hybrid
• Compound hybrid