Social Media Information Systems and Enterprise Knowledge Networks Notes

Social Media Information Systems & Knowledge Management ### What is a Social Media Information System (SMIS)? - Use of IT to support content sharing among networks of users. - Enables communities of people related by a common interest. - Social media (SM) supports sharing of content among networks of users. - Social media information system (SMIS). ### Social Media Active Users - A graph shows the number of social media active users on different platforms. - Platforms include Facebook, Instagram, Pinterest, Snapchat, Twitter, and LinkedIn. - Data spans from 2014 to 2019. ### Examples of Profiling - Mentions Youtube videos about how Facebook and Google profile users as well as DuckDuckGo Ad. ### The Social Dilemma - A documentary on Netflix is highly recommended. ### Three SMIS Roles - **Social Media Providers:** Facebook, Google+, LinkedIn, Twitter, Instagram, and Pinterest.- Provide platforms. - Attract and target certain demographic groups. - **Users:** Both individuals and organizations. - **Communities:** Mutual interests that transcend familial, geographic, and organizational boundaries. ### Social Media Application Providers - Facebook, Twitter, LinkedIn, Google. - Sponsors might pay a fee, depending on the application and its use. - Creating a company page is free on Facebook but advertising to communities that "Like" the page incurs charges. - Custom developed SM for company using SharePoint for wikis, discussion board, photo sharing.- Companies hiring low-cost labor to "Like" pages of competition. ### Five Components of SMIS | Component | Role | Description | | :-------------------------------------------------------------------- | :-------------------------------------------------------------------- | :-------------------------------------------------------------------- | | | | | | Hardware | Social media providers | Elastic, cloud-based servers | | | Users and communities | Any user computing device | | Software | Social media providers | Application, NoSQL or other DBMS, Analytics | | | Users and communities | Browser, iOS, Android, Windows 10, and other applications | | Data | Social media providers | Content and connection data storage for rapid retrieval | | | Users and communities | User-generated content, connection data | | Procedures | Social media providers | Run and maintain application (beyond the scope of this text) | | | Users and communities | Create and manage content, informal, copy each other | | People | Social media providers | Staff to run and maintain application (beyond the scope of this text) | | | Users and communities | Key users, adaptive, can be irrational | ### How Do SMIS Advance Organizational Strategy? - Strategy determines value chains, which determine business processes, which determine information systems. - Value chains determine structured business processes. - The constantly changing nature of SM means process flows cannot be designed or diagrammed. ### Organizational Strategy Determines Information Systems - Diagram illustrating how industry structure, competitive strategy, value chains, business processes, and information systems are related. - Includes elements like industry structure, bargaining power of suppliers/customers, threat of new entrants/substitutions, and rivalry. - Support activities and primary activities are defined within the value chain. ### SM in Value Chain Activities | Activity | Focus | Risks | | :--------------------------------------------- | :--------------------------------------------- | :--------------------------------------------- | | | | | | Sales and marketing | Outward to prospects | Loss of credibility, bad PR | | Customer service | Outward to customers | Loss of control, privacy | | Inbound logistics | Upstream supply chain | Privacy | | Outbound logistics | Downstream supply chain | Efficiency/effectiveness, Error | | Manufacturing/Ops | Outward/Inward for user design | Loss of credibility | | Human resources | Employee prospects | Defender of belief, pushing unpopular messages | ### Social Media and the Sales and Marketing Activity - Dynamic, SM-based CRM process. - Social CRM: Each customer crafts relationship. - Wikis, blogs, discussion lists, FAQs, user reviews, and dynamic content. - Customers create content, contribute reviews, ask questions, create user groups. - Not centered on customer lifetime value. - Not structured and controlled like traditional CRM. ### Social Media and Customer Service - Relationships emerge from joint activity; customers have as much control as companies. - Product users freely help each other solve problems. - Risk of peer-to-peer support--loss of control. ### Social Media and Inbound and Outbound Logistics - Social media is used to provide numerous solution ideas and rapid evaluation of them. - Suppliers and shippers work with many companies. - May provide better solutions to complex supply chain problems. - Facilitates user-created content and feedback among networks needed for problem-solving. - A significant risk is the loss of privacy. - Problem-solving in front of your competitors. ### Social Media and Manufacturing and Operations - Designing products, developing supplier relationships, and improving operational efficiencies. - Crowdsourcing: Employing users to participate in product design or redesign. - Widely used in B2C relationships to market products to end-users. ### Social Media and Human Resources - Employee communications using internal personnel sites (e.g., MySite and MyProfile in SharePoint). - Finding employee prospects, recruiting candidates, candidate evaluation. - Place for employees to post their expertise. - Risks: Forming erroneous conclusions about employees, becoming defender of belief or pushing unpopular management message. ### How Do SMIS Increase Social Capital? - Investment of resources for future profit. - **Capital:**- Physical capital: produce goods and services (factories, machines, manufacturing equipment). - Human capital: human knowledge and skills investments (recall knowledge management). - Social capital: social relations with expectation of marketplace returns. ### What Is the Value of Social Capital? - Value of social capital:- Number and strength of relationships, resources controlled. - The WHO you know… - Adds value in four ways:- Information (opportunities, alternatives, problems…). - Influence (influence decision-makers). - Social credentials. - Personal reinforcement - professional image or status. ### Using Social Networks to Increase the Strength of Relationships - Strength of a relationship:- Likelihood other person or organization will do something that benefits your organization. - Write positive reviews, post pictures, tweet about releases, etc. - Organizations strengthen relationships by asking you to do them a favor. - Some organizations will pay folks to review their products. ### Revenue Models for Social Media - **Advertising:** Pay-per-click.- Use increases value: More people use a site, the more valuable it becomes. - **Freemium revenue model:**- Offers users a basic service for free, and charges a premium for upgrades or advanced features. - Sale of apps, virtual goods, affiliate commissions, donations. ### Managing the Risk of Employee Communication - Develop and publicize a social media policy.- Statement delineates employees’ rights and responsibilities. - Organizational messaging is now dynamic. - Intel's Three Pillars of SM Policies:- Disclose. - Protect. - Use Common Sense. ### Intel's Rules of Social Media Engagement - **Disclose:**- Be transparent - use your real name and employer. - Be truthful - point out if you have a vested interest. - Be yourself - stick to your expertise and write what you know. - **Protect:**- Don't tell secrets. - Don't slam the competition. - Don't overshare. - **Use Common Sense:**- Add value - make your contribution worthwhile. - Keep it cool - don't inflame or respond to every criticism. - Admit mistakes - be upfront and quick with corrections. ### Internal Risks from Social Media - Benefits from SM, but also risks/costs. - Seemingly innocuous comments can inadvertently leak information used to secure access to organizational resources. - Don't share your birthday because your date of birth (DOB) can be used to steal your identity. ### Internal Risks from Social Media (cont'd) - Employees may increase corporate liability when they use social media.- Sexual harassment liability. - Leak confidential information. - Reduced employee productivity.- $64\%$ of employees visit non-work-related Web sites each day. - Tumblr ($57\%$), Facebook ($52\%$), Twitter ($17\%$), Instagram ($11\%$), and SnapChat (4\%$%). ### Social Media Plan Development 1. Define Your Goals 2. Identify Success Metrics 3. Identify Target Audience 4. Define Your Value 5. Make Personal Connections 6. Gather and Analyze Data ### Common Social Media Strategic Goals | Goal | Description | Example of SM Goal | | :----------------------------------------------------------------------------------- | :----------------------------------------------------------------------------------- | :----------------------------------------------------------------------------------- | | | | | | Increased Brand Awareness | Increase the extent that users recognize a brand | Organization's brand is mentioned in more user tweets | | Increased Conversion Rates | Increase the frequency that someone takes a desired action | More users like the organization's Facebook page | | Increased Web Site Traffic | Increase the quantity, frequency, duration, and depth of visits to a Web site | A Google+ post helps increase traffic to an organization's site | | Increased User Engagement | Increase the extent to which users interact with a site, application, or other media | Users comment more often on an organization's LinkedIn posts | ### Social Media Success Metrics - Hard part in identifying success metrics is identifying the right ones. - The right metrics help you make better decisions, while the wrong metrics are meaningless. - Vanity metrics sound good but don’t improve your decision-making. ### Common Social Media Metrics | Goal | Metrics | | :------------------------------------------------------------------------- | :------------------------------------------------------------------------- | | | | | Increased Brand Awareness | Total Twitter followers, audience growth rate, brand mentions, Klout score | | Increased Conversion Rates | Click rate on SM content; assisted social conversions | | Increased Web Site Traffic | Visitor frequency rate; referral traffic from SM | | Increased User Engagement | Number of SM interactions; reshares of SM content | ### Make Personal Connections - 62\%$of Americans say social media campaigns have no influence on their purchase decisions -$81\% of respondents said social media posts from their friends directly influenced their purchase decisions - Informed, useful interactions that help solve particular problems and satisfy unique needs ### What Is An Enterprise Social Network (ESN)? - Specialized enterprise social software designed to be employed inside the organization. - Blogs, microblogs, status updates, image and video sharing, personal sites, and wikis. - Goal is to improve communication, collaboration, knowledge sharing, problem-solving, and decision-making. ### Organizational Information Systems - **Content management systems:** Store, manage, deliver documents. - **Collaborative knowledge management systems:** Share knowledge through communications technology. - **Expert systems:** Codify human knowledge into rules; process rules to give advice. ### What Are Content Management Systems? - Information systems that track documents, Web pages, graphics. - Do not directly support business operations. - Not part of operational system. - Used to create, manage, or deliver documents. ### What Are the Challenges of Content Management? - Functions are complex.- Databases are huge. - New and changed content daily. - Documents do not exist in isolation.- Refer to other documents. - When one changes, others must change. - Document contents are perishable.- Become obsolete. - Need to be altered or removed. - Documents must be translated into all languages before publishing. ### Knowledge Storage - Data stored properly (structure and relationships). - New data added properly (validation). ### Resistance to Knowledge Sharing - **Inhibiting human factors:**- Employees reluctant to exhibit ignorance. - Fear appearing incompetent. - Employee competition. - Shyness. - Fear of ridicule. - Inertia. ### Enterprise-Wide Knowledge Management Systems - **Structured Knowledge:** Documents, reports, presentations. - **Semistructured Knowledge:** E-mail, voice mail, brochures, bulletin boards. - **Network Knowledge:** Experts in well-defined knowledge domains, FAQs. ### Structured Knowledge Systems - Main problem: How to create an appropriate classification scheme to organize information so they can be easily accessed. - Tag/coded. ### Semistructured Knowledge Systems - Digital information that does not exist in a formal document or a formal report. - 80\% of an organization’s business content is unstructured. - Now required to track and manage – Sarbanes-Oxley Act of 2002 (E-mail/phone conversations, 5 years). ### Knowledge Network Systems - Tacit knowledge residing in the memory of expert individuals. - Estimated average cost of redundant effort in Fortune 500 companies exceeds 60$$ million per year per firm. - Directory of corporate experts. - May also have best practices, FAQ repository, external sources on the Web, news feeds, blogs, and social bookmarking. ### Knowledge Workers and Knowledge Work - E.g., researchers, designers, architects, scientists, engineers. - Knowledge workers exercise independent judgment. - Keep the organization current in knowledge as it develops in the external world. - Serve as internal consultants regarding the areas of their knowledge, the changes taking place, and opportunities. - Act as change agents, evaluating, initiating, and promoting change projects. ### Knowledge Work Systems - Highly specialized with powerful graphics, analytical tools, and communications and document management capabilities. - **Computer-aided design (CAD):** Provide design specs; recalculates technical details. - **Virtual reality systems:** Simulations; Virtual reality modeling language (VRML) – Web standard. - **Investment workstations:** Streamline investment process → financial sector. ### What Are Expert Systems? - Expert systems use rule-based systems (**IF/THEN**). - Encode human knowledge. - Expert systems shells process IF side of rules until no value returned. - Report values of all variables. - Knowledge gathered from human experts in the domain of interest. ### Expert Systems Drawbacks - Difficult and expensive to develop, labor-intensive, and ties up domain experts. - Difficult to maintain; changes cause unpredictable outcomes. - Didn’t live up to expectations.- Can’t duplicate diagnostic abilities of humans. - Constantly needing expensive changes to programs to reflect new knowledge. ### Expert Systems: Limitations - Work well with problems of classification – possible outcomes are all known in advance. - Less useful for unstructured problems typically encountered by managers. - Expensive. May cost less to hire/train more experts than to build an expert system. - Expert system must continually change – maintenance costs high. ### Meet Watson - IBM's Watson is a cognitive system that can "reason".