Chapter 9: (4th edition) Page 1

CHAPTER 9:Web 2.0 and Social Networks

Chapter Outline

9.1 Web 2.0 Underlying Technologies

9.2 Web 2.0 Applications

9.3 Categories of Web 2.0 Sites

Learning Objectives
  1. Describe the differences between Web 1.0 and Web 2.0, and explain the benefits of three information technologies used by Web 2.0.
  2. Identify five prominent Web 2.0 applications, and provide at least one example of how each one can be utilized in a business setting.
  3. Discuss the three categories of Web 2.0 sites, and provide at least one example of how each one can improve business efficiency and profitability.

Teaching tips and Strategies

Even thought most of our students have been using the Internet since elementary school, they do not recognize how the Internet and Web-based applications have evolved.

Each term, I find more of my students using social networking sites, such as Facebook and LinkedIn. However, some may not understand all the implicationsof their use of these sites means for them and for the companies that use or monitor the sites. As part of this discussion, I also cover some of the personal security issues the students should be aware of when using a social network site.

One project that I have started to assign is having students join LinkedIn and create a profile. I also have created a LinkedIn group that I have them join to get credit. Thisexercise has become so successful that all the departments in the School of Business have also created LinkedIn groups. The benefits include another place to post announcements for the students and a place where graduates can network with current students (potential source of job leads, etc.).

Review Questions

Section 9.1 … Before You Go On...

  1. Differentiate between Web 1.0 and Web 2.0.

Web 1.0 was the first generation of the Web. The key developments of Web 1.0 were the creation of Web sites and the commercialization of the Web. Users typically have minimal interaction with Web 1.0 sites. Rather, they passively receive information from those sites.

According to Tim O’Reilly, a noted blogger, Web 2.0 is a loose collection of information technologies and applications, plus the Web sites that use them. These Web sites enrich the user experience by encouraging user participation, social interaction, and collaboration. Unlike Web 1.0 sites, Web 2.0 sites are not so much online places to visit as Web locations that facilitate information sharing, user-centered design, and collaboration.

  1. Explain how AJAX, tagging, and RSS have made the Web more interactive and informative.

AJAX is a Web-development technique that enables portions of Web pages to reload with fresh data instead of requiring the entire Web page to reload. This process speeds up response time and increases user satisfaction.

A tag is a keyword or term that describes a piece of information — for example, a blog, a picture, an article, or a video clip. Users typically choose tags that are meaningful to them. Tagging allows users to place information in multiple, overlapping associations rather than in rigid categories. For example, a photo of a car might be tagged with “Corvette,” “sports car,” and “Chevrolet.” Tagging is the basis of folksonomies, which are user-generated classifications that use tags to categorize and retrieve Web pages, photos, videos, and other Web content.

Really simple syndication(RSS) allows you to receive the information you want (customized information), when you want it, without having to surf thousands of Web sites. RSS allows anyone to syndicate (publish) his or her blog, or any other content, to anyone who has an interest in subscribing. When changes to the content are made, subscribers receive a notification of the changes and an idea of what the new content contains. Subscribers can then click on a link that will take them to the full text of the new content.

Section 9.2 … Before You Go On….

  1. Differentiate between blogs and wikis.

A weblog (blog for short) is a personal Web site, open to the public, in which the site creator expresses his or her feelings or opinions via a series of chronological entries. Bloggers—people who create and maintain blogs—write stories, convey news, and provide links to other articles and Web sites that are of interest to them.

A wiki is a Web site on which anyone can post material and make changes to already posted material. Wikis have an “edit” link on each page that allows anyone to add, change, or delete material, fostering easy collaboration. Wikis harness the collective intelligence of Internet users, meaning that wikis take advantage of the combined input of many individuals.

  1. What is netcasting?

Netcasting, which includes podcasting and videocasting, is the distribution of digital media, primarily audio files (podcasting) and video files (videocasting), via syndication feeds for playback on digital media players and personal computers. Interestingly, the term podcasting, derived from combining the terms “broadcasting” and “iPod,” is a misnomer, because netcasts (or podcasts) can be played on a variety of devices in addition to iPods.

  1. Discuss the business benefits of crowdsourcing.

Crowdsourcinginvolves taking a job traditionally performed by an employee or a consultant and outsourcing it to an undefined group of people in the form of an open call.

The benefits of crowdsourcing to companies include finding large numbers of workers to complete projects quickly, attracting niche expertise, saving money, and making better use of in-house resources. For the workers, crowdsourcing provides unprecedented flexibility to work almost anywhere at any time.

Section 9.3 … Before You Go On….

  1. What are social networks, and how are organizations using them?

Social networking Web sites allow users to upload their content to the Web in the form of text (for example, blogs), voice (for example, podcasts), images, and videos (for example, videocasts). These sites provide an easy, interactive tool for communicating and collaborating with other people on the Web. They help users find like-minded people online, either to pursue an interest or a goal or just to establish a sense of community among people who may never meet in the real world.

Organizations are finding many useful ways to employ social networks to pursue strategic objectives. For example, many employees have organized work groups using publicly available social networking sites because their companies don’t offer similar tools. In response, many firms are meeting this demand by implementing internal social network platforms that are secure and are tailored to company needs. These networks typically replace the traditional employee directory. Social network listings are easy to update and expand, and employees are encouraged to add their own photos, interests, and expertise.

  1. What are aggregators, and what is their greatest value to Web 2.0 users?

Aggregators are Web sites that provide collections of content from the Web. Their greatest value to Web 2.0 users is their ability to aggregate information from a number of different sites into a useable format.

  1. Describe mashups, and discuss their business value.

Mashup means to “mix and match” content from other parts of the Web. A mashup is a Web site that takes different content from a number of other Web sites and mixes them together to create a new kind of content. The launch of Google Maps is credited with providing the start for mashups. A user can take a map from Google, add his or her data, and then display a map mashup on his or her Web site that plots crime scenes, cars for sale, or virtually any other subject.

IT’s about Business Questions

IT’s About Business9.1

Making Money with YouTubeVideos

  1. Access the article in Forbes, “YouTube: Five Tips for Building Your Own Video Career.” Provide examples of how McLaughlin and Neal have followed each tip.

The link to the Forbes article is

The five tips from the article are:

1)Recognize your talent and be yourself: Whether it is cooking, telling jokes, strategizing video games or playing the piano — there is truth to the old phrase “Love what you do and you’ll never work another day in your life.” YouTube partners who have done well are genuine, and their audiences connect with that honesty. (Rhett&Link were professional comedians who wanted to be TV stars.)

2)Structure your content and keep it consistent: The best videos are well thought out, and viewers know when they can catch the next installment.Does your show require a script? A recipe? Costars or props? (RhettLink stared out by having a toy company sponsor them in what was supposed to be an advertisement/music video that generated fan interest. They built a following by only briefly showing what they were selling.)

3)Hone your camera and editing skills: Everyone can make a shaky video, but not everyone can create quality content that viewers turn to for the latest recipes, songs, or make-up tutorials.

4)Grow your viewer base: Interact with your viewers, answer their questions, and address their messages via videos or through your message wall. YouTube partners are taking advantage of all networks available to engage with their viewers, driving people to YouTube from Twitter and Facebook.

5)Work hard at building and maintaining your brand: There’s no substitute for it.Some of the most successful YouTube partners work 80 hours or more a week on their videos, and people know what they can expect from those channels. (An example is RhettLink expanding their brand through becoming a YouTube partner and having more than one revenue stream from their videos.

  1. What are the difficulties involved in building your own brand on YouTube? Give specific examples of these difficulties.

Being unique and finding sponsors.

IT’s About Business 9.2

The Blog del Narco

  1. What are the advantages of the Blog del Narco?

The author remained unknown, making it possible to report on government and drug cartel activities that were not being covered in the local papers. The postings also periodically yielded important pieces information that, in a few instances, helped to solve a crime. Finally, users learned which streets to avoid and where wounded shooting victims were being treated.

  1. What are the disadvantages of the Blog del Narco?

Information posted was usually unedited and not fact checked.

IT’s About Business9.3

Share Your Life in Pictures

  1. Explain how and why a startup can survive if it becomes “wildly popular” before it evolves into a real, profit-making business.

Students will have different opinion as to “why” some sites become popular ad other do not. It usually involves what is “in” and popular with their friends at that point in time.

  1. What are some potential disadvantages to photo-sharing Web sites such as Instagram and Color?

There is the potential for someone to sell or use the pictures that you post in a manner that you did not intend. Depending on the content of the pictures you post, someone (including an employer) could use them against you.

IT’s About Business9.4

Online Games Are BigBusiness

  1. From Zynga’s perspective, discuss the advantages and disadvantages of the company’s close relationship with Facebook.

Their success depends on their continued good relations with Facebook because that is where almost all of their games are played. Zynga insists that it helps Facebook (and vice-versa) because Zynga’s games increase the time that users spend on Facebook

Zynga stopped sending spam-like notifications to a player’s friends every time the player performed an action in an online game. This action hurt Zynga’s revenue.

  1. What kinds of actions could Zynga take to minimize its dependence on Facebook? Be specific, and provide examples.

Student will have various ideas, but some may suggest that Zynga develop games that do not depend on Facebook. Options include a non-Facebook-based site that could be accessed via a Web browser or a smart phone app.

IT’s About Business9.5

Location, Location,Location

  1. What are some possible disadvantages of being a member of Foursquare? Would you join Foursquare? Why or why not?

Foursquare is based on using GPS-enabled mobile technology (tracking) to broadcast a user’s location. This can bring a number of benefits and privacy concerns.

Students will have different opinions on joining Foursquare.

  1. Analyze the differences between social networking and social location networking, using specific examples.

Social networking (Facebook, Twitter) does not necessarily involve location-based technology. Social location networking (Facebook Places, Foursquare) is based on GPS-locating or tracking technology based on where the user is.

Discussion Questions
  1. How would you describe Web 2.0 to someone who has not taken a course in information systems?

In the first generation of the Web, communications were one way, as users passively received information from Web sites. Web 2.0 provides two-way communications using many options such as blogs, chat rooms, wikis, workflow technologies, and groupware.

  1. If you were the CEO of a company, would you pay attention to blogs about your company? Why or why not? If yes, would you consider some blogs to be more important or more reliable than others? If so, which ones? How would you find blogs relating to your company?

Blogs present an opportunity for organizations to obtain customer feedback and to monitor the tone of the feedback. It is crucial, particularly if the feedback is negative, that the company respond when necessary. The blogs that are visited more often and have a larger following are more important than others. Users need to search on product names and company names to find the blogs of interest.

  1. Do you have a page on a social networking Web site? If yes, why? If no, what is keeping you from creating one? Is there any content that you definitely would not post on such a page?

Students will have wide and varied responses to this question. These responses should initiate a very interesting class discussion.

  1. How can an organization best employ Web 2.0 technologies and applications to benefit their business processes?

First, ask students to define Web 2.0 technologies and applications. Then, ask them how they might use any or all of those technologies to support the business processes of a generic company.

  1. What factors might cause an individual, an employee, or a company to be cautious in the use of social networks?

There are a wide variety of responses to this question. Students will have their own reasons, but their responses may include concerns regarding their personal security (i.e. personal information becoming public) and harassment by others.

  1. What risks does a company expose itself to if it leverages feeds? How might the company mitigate these risks?

If a company uses feeds, then it should develop policies that limit whose feeds they use, and it should indicate its source of information.

  1. What sorts of restrictions or guidelines should firms place on the use of social networks by employees? Are these Web 2.0 sites a threat to security? Can they tarnish a firm’s reputation? If so, how? Can they enhance a firm’s reputation? If so, how?

Many organizations have policies prohibiting employees from discussing customers and business practices beyond the workplace. These rules could also be applied to social networks. Web 2.0 provides tools and opportunities for employees to reveal sensitive information easily, whether intentionally or not, that could pose threats to security. These threats could also damage the firm’s reputation. For example, after a long day at work, an employee at a restaurant could update her Facebook status by complaining about a customer who left a small tip. If other people read this complaint, it could damage the restaurant’s reputation of friendly service. This type of damage is very difficult to reverse because the company normally does not know who read the comment. In response, many organizations setup a social network page as a way to directly communicate with customers. They use social networks as an outlet to clarify, apologize, or compensate customers.

Problem Solving Activities
  1. Enter and study the various services that the Web site offers. Learn how to create mashups, and then propose a mashup of your own. Present your mashup to the class.

Students should report their ideas. Some ideas may be worthy of follow-up.

  1. Go to Amazon’s Mechanical Turk Web site ( View the available HITs. Are there any HITs that you would be interested in to make some extra money? Why or why not?

Students will click “Find HITs now” on the link to search the list of available HITs. On the result page, they should click “view a HIT in this group” of their choice, read about what to do, then decide if they would be interested in working on any of those HITs.