Information Technology for Management, 11th Edition

CHAPTER 7Web 2.0 and Social Technology

CHAPTER OUTLINE

1. Case 7.1 Opening Case: Social Customer Service Takes Off at KLM
2. 7.1 Web 2.0—The Social Web
3. 7.2 Social Networking Services and Communities
4. 7.3 Engaging Consumers with Blogs and Microblogs
5. 7.4 Mashups, Social Metrics, and Monitoring Tools
6. 7.5 Enterprise 2.0: Workplace Collaboration and Knowledge Sharing
7. Case 7.2 Business Case: Facebook Helps Songkick Rock the Ticket Sales Industry
8. Case 7.3 Business Case: AT&T’s “It Can Wait” Campaign against Distracted Driving

LEARNING OUTCOMES

1. 7.1 Understand the key technologies that made Web 2.0 possible, and appreciate the opportunities and challenges that social media represents for business organizations.
2. 7.2 Describe the features and capabilities of large social networking services.
3. 7.3 Explain how blogs and microblogs facilitate communication on a global scale.
4. 7.4 Describe how mashups, RSS technology, and monitoring tools are valuable to business organizations and individual users.
5. 7.5 Describe how organizations and groups make use of new Web 2.0 collaboration tools and services.

Introduction

Everyone is talking about social media. Chances are you and your friends connect on social networking services or other forms of social media frequently. Every day, people discover new ways to share things with their network of friends through messaging, photographs, videos, and blogs. The digital-savvy, connected generation or millennials—teens and those in their early twenties—“get” ...