Chapter 4: Social Computing

ILO BE – Management Information System

Leena Ladge
Assistant Professor
Dept. of Information Technology,
SIES Graduate School of Technology

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 Chapter 4: Social Computing

1. Kelly Rainer, Brad Prince, “Management Information Systems”,

Wiley.
2. Rainer & Cegielski,”Introduction to Information Systems-
Supporting & Transforming Business”, 3rd edition, Wiley.

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 Lecture No 30:

Introduction to Social Computing & Web 2.0

ILO – BE – Management Information System(MIS)

Leena Ladge
Assistant Professor
Dept. of Information Technology,
SIES Graduate School of Technology

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Learning Objectives:

• Learn Fundamentals of Social Computing.

• Describe Web 2.0 tools and major types of Web 2.0 sites.

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www.menti.com

Enter the code : 975778

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Introduction

https://image.slidesharecdn.com/socialcomputing-100823122003-phpapp02/95/social-computing-8-728.jpg?cb=1282566075

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Introduction
Number of social network users worldwide from 2017 to 2025

https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/

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Introduction
Social Computing

• It is a type of IT that combines social behavior and information

systems to create value.
• Focuses on improving collaboration and interaction among people and
on encouraging user-generated content.
• Makes socially produced information available to everyone.
• Users, rather than organizations, produce, control, use, and manage
content via interactive communications and collaboration.
• If Organizational leaders do not demonstrate authenticity, even-
handedness, transparency, good faith, and humility, then customers
and employees may distrust them, to potentially disastrous effect.s

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Introduction
Social Computing Mishaps

• In 2011, designer Kenneth Cole tweeted, "Millions are in uproar in

#Cairo. Rumor has they heard our new spring collection is now
available online at Kenneth Cole's website. This reference to the 2011
Egyptian revolution drew an objection from the public; it was widely
objected to on the Internet. Kenneth Cole realized his mistake shortly
and responded with a statement apologizing for the tweet.

• In 2012 during Hurricane Sandy, GAP sent out a tweet to its followers
telling them to stay safe but encouraged them to shop online and
offered free shipping. The tweet was deemed insensitive, and GAP
eventually took it down and apologized.
https://en.wikipedia.org/wiki/Social_media_marketing

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Web 2.0
Introduction

• The World Wide Web(www), first appeared in 1990. (Web 1.0)

• In Web 1.0 , the key developments were, the creation of Web sites and
the commercialization of the Web. Users typically had minimal
interaction with Web 1.0 sites and passively received information
from those sites.
• According to Tim O’Reilly, a noted blogger, Web 2.0 is a loose
collection of information technologies and applications, and the Web
sites that use them.
• These Web sites enrich the user experience by encouraging user
participation, social interaction, and collaboration.
• Web 2.0 sites often harness collective intelligence (e.g., wikis);
deliver functionality as services, rather than packaged software (e.g.,
Web services); and feature remixable applications and data (e.g.,
mashups). 10
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Web 2.0
Web 2.0 information technology tools

1. Tagging

• A Tag is a keyword which describes a piece of information, for

example, a blog, a picture, an article, or a video clip.
• Tagging allows users to place information in multiple, overlapping
associations rather than in rigid categories.
• 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.
• One specific form of tagging, known as geotagging, where Google
Maps allows users to add pictures and information.
• User experience is enriched because they can see pictures of
attractions, reviews, and things to do, posted by everyone, and all
related to the map location they are viewing. 11
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Web 2.0
Web 2.0 information technology tools

2. Really Simple Syndication(RSS)

• It is a Web 2.0 feature that allows user to receive the customized

information, when required , 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 to it.
• To use RSS, user can utilize a special newsreader that displays RSS
content feeds from the Web sites user selects.

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Web 2.0
Web 2.0 information technology tools

2. Really Simple Syndication(RSS)

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Web 2.0
Web 2.0 information technology tools

3. Blogs

• 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.
• The simplest method of creating a blog is to sign up with a blogging
service provider, such as www.blogger.com (now owned by Google),
• The Blogosphere is the term for the millions of blogs on the Web.
• Many companies listen to consumers in the blogosphere who express
their views on the companies’ products.
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Web 2.0
Web 2.0 information technology tools

3. Blogs

• Blogs often provide incredibly useful information, often before the

information becomes available in traditional media outlets.
• Perhaps the primary value of blogs is their ability to bring current,
breaking news to the public in the fastest time possible.
• Unfortunately, in doing so, bloggers sometimes cut corners, and their
blogs can be inaccurate.
• However, blogs have transformed the ways in which people gather
and consume information.

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 Lecture No 31:

Web 2.0 Tools

ILO – BE – Management Information System(MIS)

Leena Ladge
Assistant Professor
Dept. of Information Technology,
SIES Graduate School of Technology

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Learning Objectives:

• Describe Web 2.0 tools and major types of Web 2.0 sites.

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Web 2.0
Web 2.0 information technology tools

4. Microblogging

• It is a form of blogging that allows users to write short messages (or

capture an image or embedded video) and publish them.
• Can be submitted via text messaging from mobile phones, instant
messaging, e-mail, or simply over the Web.
• The content of a microblog differs from that of a blog because of the
limited space per message (usually up to 140 characters).
• A popular microblogging service is Twitter.
• Twitter is becoming a very useful business tool.
• Businesses also use Twitter to gather real-time market intelligence and
customer feedback.

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Web 2.0
Web 2.0 information technology tools

5. Wikis

• A wiki is a Web site made up entirely of content posted by users.

• Using “edit” link user can add, change, or delete material.
• Wikis take advantage of the combined input of many individuals.
• Eg: Wikipedia contains almost 6,175,080 articles in English by Oct
16, 2020.
• Wikipedia relies on volunteer administrators who enforce a neutral
point of view.
• Wikipedia content is of uncertain origin.
• It does not provide any quality assessment or fact checking by experts.
Therefore, academics and other professionals have major concerns
about the accuracy of user-provided content.
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Web 2.0
Web 2.0 information technology tools

5. Wikis

• Organizations use wikis in several ways. In project management, for

example, wikis provide a central repository for capturing constantly
updated product features and specifications, tracking issues, resolving
problems, and maintaining project histories.
• Wikis enable companies to collaborate with customers, suppliers, and
other business partners on projects.
• Wikis are also valuable in knowledge management. For example,
companies use wikis to keep enterprisewide documents, such as
guidelines and frequently asked questions, accurate and current.

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Web 2.0
Web 2.0 information technology tools

5. Social Networking Websites

• A social network is a social structure composed of individuals,

groups, or organizations linked by values, visions, ideas, financial
exchange, friendship, kinship, conflict, or trade.
• It refers to activities performed using social software tools (e.g.,
blogging) or social networking features (e.g., media sharing).
• It allows convenient connections to those of similar interest.
• It can be described as a map of all relevant links or connections
among the network’s members.
• It can also be used to determine the social capital of individual
participants. Social capital refers to the number of connections a
person has within and between social networks.
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Web 2.0
Web 2.0 information technology tools

5. Social Networking Websites

• Users who post on social networking sites tend to reveal their identity
in many ways which could be harmful for them.

Categories of Social Networking Web Sites

a) Socially oriented: Socially focused public sites, open to anyone:

Facebook, Google+, Hi5

b) Professional networking: Focused on networking for business

professionals: LinkedIn

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Web 2.0
Web 2.0 information technology tools

5. Social Networking Websites

Categories of Social Networking Web Sites

c) Media sharing:
• Netcasting includes podcasting (audio) and videocasting (audio and
video). In 2007, Apple launched iTunes U, which offers free content
provided by major U.S. universities such as Stanford and MIT.
• Web 2.0 media sites allow people to come together and share user-
generated digital media : Video (Amazon, YouTube,), Music
(Amazon MP3, Pandora, Facebook, iTunes), Photographs (Flickr,
Shutterfly, Picasa, Facebook)

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Web 2.0
Web 2.0 information technology tools

5. Social Networking Websites

Categories of Social Networking Web Sites

d) Communication :
• Blogs: Blogger, LiveJournal, WordPress, Vox, Xanga
• Microblogging/Presence applications: Twitter, Yammer

e) Collaboration: Wikis (Wikimedia, PBworks, Wetpaint)

f) Social bookmarking (or social tagging): Focused on helping users

store, organize, search, and manage bookmarks of Web pages on the
Internet: Delicious , StumbleUpon, Google Reader, CiteULike
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Web 2.0
Web 2.0 information technology tools

5. Social Networking Websites

Categories of Social Networking Web Sites

g) Social news: Focused on user-posted news stories that are ranked by

popularity based on user voting: Digg, Chime.in, Reddit

h) Events: Focused on alerts for relevant events, people you know

nearby, etc.: Eventful, Meetup, Foursquare

i) Virtual meeting place: Sites that are essentially three-dimensional

worlds, built and owned by the residents (the users): Second Life

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Web 2.0
Web 2.0 information technology tools

5. Social Networking Websites

Categories of Social Networking Web Sites

j) Discovery: Foursquare helps its members discover and share

information about businesses and attractions around them.

k) Online marketplaces for microjobs: For example, TaskRabbit and

Zaarly enable people to farm out chores to a growing number of
temporary personal assistants. (Unemployed and underemployed
workers, part-time or full-time, workers)

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Web 2.0
Web 2.0 information technology tools

6. Enterprise Social Networks

• Business-oriented social networks can be public, such as

LinkedIn.com, but owned and managed by an independent company.
• Many companies have created in-house, private social networks for
their employees, former employees, business partners, and/or
customers.
• Such networks are “behind the firewall” and are often referred to as
corporate social networks.
• Employees create connections to establish virtual teams, bring new
employees up to speed, improve collaboration, and increase employee
retention by creating a sense of community.

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Web 2.0
Web 2.0 information technology tools

6. Enterprise Social Networks

Corporate social networks are used for many processes, including:

• Networking and community building, both inside and outside an
organization
• Social collaboration: Collaborative work and problem solving using
wikis, blogs, instant messaging, collaborative office, and other
special-purpose Web-based collaboration platforms; for example, see
Laboranova (www.laboranova.com)
• Social publishing:
• Social views and feedback:
• Social intelligence and social analytics: examining relationships and
work patterns of individuals and groups and for discovering people
and expertise. 28
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Web 2.0
Web 2.0 information technology tools

7. Mashups

• 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.
• Google Maps is credited with providing the start for mashups. A user
can take a map from Google, add user data, and then display a map
mashup user Web site, (https://www.programmableweb.com/)
• Craigslist developed a dynamic map of all available apartments in the
US (www.housingmaps.com)..
• Everyblock.com- integrates content from newspapers, blogs, and
government databases to inform citizens of cities about what is
happening in their neighborhoods.
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Activity

• https://www.youtube.com/watch?v=Pn8j9QCX_Mw&feature=youtu.be

• This video provides a valuable overview of Web 2.0 technologies. Take

notes :Name Rank Industry Web 2.0 Used Web 2.0 Not Used of the
various features that Web 2.0 makes available
• Then click https://money.cnn.com/magazines/fortune/fortune500/

• which provides a rank-order list of the Fortune 500 companies. Visit

the Web sites of the top 10 firms, and identify the Web 2.0 technologies
they employ on their site. Prepare the details as per table contents.

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 Lecture No 32:
Web 3.0, Comparison of Technologies,
Benefits & Risks of Social Commerce
ILO – BE – Management Information System(MIS)

Leena Ladge
Assistant Professor
Dept. of Information Technology,
SIES Graduate School of Technology

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Learning Objectives:

• Discussion on Work given in previous lecture.

• Describe the Web3.0 tools.

• Compare web1.0,Web2.0 & Web3.0.

• Describe the benefits and risks of social commerce to companies.

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Web3.0
Introduction:

• Also called as Semantic Web combines the virtues of Web 1.0 and
2.0 by adding machine intelligence.
• Web 3.0 tools are valuable for users in organizing information and
business processes at large scale.
• Its services can unite users and computers for problem-solving and
intensive knowledge creation tasks.
• Apple’s Siri, which can summarise large amounts of information into
knowledge and useful actions for people.

https://www.aquare.la/en/web-3-0/

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Web3.0
Main features:

1. Semantic Web – It improves web technologies in order to generate,

share and connect content through search and analysis based on the
ability to understand the meaning of words, rather than on keywords
or numbers.

2. Artificial Intelligence - Combining this capability with natural

language processing, in Web 3.0, computers can understand
information like humans in order to provide faster and more relevant
results. They become more intelligent to satisfy the needs of users.

3. 3D Graphics - is being used extensively in websites and services

Ex: Museum guides, computer games, ecommerce, geospatial
contexts, etc.
https://expertsystem.com/web-3-0/
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Web3.0
Main features:

4. Connectivity– information is more connected due to semantic

metadata. Therefore, the user experience is more enriched that
influences all the available information.

5. Ubiquity- Content is accessible by multiple applications, every

device is connected to the web, the services can be used everywhere.

https://expertsystem.com/web-3-0/
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Web3.0
Main features:

https://www.google.com/#
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Fundamentals of Social Computing in Business
Comparison of Web1.0, Web2.0, web3.0:

https://lcy0210.files.wordpress.com/2019/01/web-1.0-to-3.0-chart.gif
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Fundamentals of Social Computing in Business
Social computing in business, or social commerce:

• It refers to the delivery of e-commerce activities and transactions

through social computing.
• It supports social interactions and user contributions, allowing
customers to participate actively in the marketing and selling of
products and services in online marketplaces and communities.
• Individuals can collaborate online, obtain advice from trusted
individuals, and find and purchase goods and services.
• Disney allows people to book tickets on Facebook without leaving the
social network.
• PepsiCo provides a live notification when its customers are close to
physical stores (grocery, restaurants, gas stations) that sell Pepsi
products. The company then uses Foursquare to send them coupons
and discount information.
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Fundamentals of Social Computing in Business
Benefits and Risks of Social Commerce

Benefits to Customers

• Better and faster vendor responses to complaints, because customers

can air their complaints in public (on Twitter, Facebook, YouTube)
• Customers can assist other customers (e.g., in online forums).
• Customers’ expectations can be met more fully and quickly.
• Customers can easily search, link, chat, and buy while staying on a
social network’s page.

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Fundamentals of Social Computing in Business
Benefits and Risks of Social Commerce

Benefits to Businesses

• Can test new products and ideas quickly and inexpensively

• Learn a lot about their customers
• Identify problems quickly and alleviate customer anger
• Learn about customers’ experiences via rapid feedback
• Increase sales when customers discuss products positively on social
networking sites
• Create more effective marketing campaigns and brand awareness
• Use low-cost user-generated content, for example, in marketing
campaigns
• Obtain free advertising through viral marketing
• Identify and reward influential brand advocates
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Fundamentals of Social Computing in Business
Benefits and Risks of Social Commerce

Risks of social computing include:

• Information security concerns

• Invasion of privacy
• Violation of intellectual property and copyright
• Employees’ reluctance to participate
• Data leakage of personal information or corporate strategic
information
• Poor or biased quality of users’ generated content
• Cyberbullying/cyberstalking and employee harassment

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 Lecture No 33:
Collaborative Consumption, Introduction to
Social Shopping
ILO – BE – Management Information System(MIS)

Leena Ladge
Assistant Professor
Dept. of Information Technology,
SIES Graduate School of Technology

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Learning Objectives:

• Discussion on Work given in previous lecture.

• Describe the concepts of Collaborative Consumption with

example.

• Discuss the benefits and drawbacks of Collaborative

Consumption.

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Collaborative Consumption
Introduction

Evolution of money from Barter System to Digital Payment Methods

Collaborative consumption explained

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Collaborative Consumption
Introduction

https://miro.medium.com/max/860/1*nrcHlJ6CBzwXbp9qx54o6Q.png
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Collaborative Consumption
Introduction

• It is an economic model based on

Sharing, Swapping, Trading, or Renting products and
services, Enabling access over ownership.
• Having access to goods and services is more important than owning
them.
• Transforming Social, Economic, and Environmental practices.
• Includes Collaborative Production, Crowdfunding, Peer-to-Peer
lending, and others.
• Collaborative consumption is a very old concept.
• On the Web, the peer-to-peer model started with eBay in 1995. Then
Craigslist began in the late 1990s, followed by Zipcar in 2000 and
Airbnb in 2007.

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Collaborative Consumption
Introduction

• Important concerns
Trust & Sharing
• Most sharing platforms require profiles of both parties, and they
• feature community rating systems.
• TrustCloud- collects your online “data exhaust”—the trail you leave
as you engage with others on Facebook, LinkedIn, Twitter,
commentary-filled sites etc. and then calculates your reliability,
consistency, and responsiveness.

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Collaborative Consumption
Advantages to participants:

• Self-management, variety, and the flexibility

• Beneficial for part-time workers, young people such as students, the
unemployed, stay-at-home parents, and retired persons.
• People can share their underused assets and earn income.

Environmental impacts:

• Collaborative Consumption helps to utilize our natural resources more

wisely, by sharing, not owning.

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Collaborative Consumption
Drawbacks:

• People often work seven-day weeks.

• They have little alternatives when the services change their business
models or pay rates. Therefore workers typically sign up for multiple
services.
• The pay may be less than expected.
• Participants have no basic employee benefits or insurances.
• They do not have access to union-based collective bargaining
processes.
• They also do not have the right to due process should a services
remove them from its platform.

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Collaborative Consumption
Diverse companies in the collaborative consumption market :

https://image.slidesharecdn.com/lecture6collaborativeconsumptionandcreatingsharedvalueusingonlneservices24104v1-120903201615-phpapp02/95/lecture-6-
collaborative-consumption-and-creating-shared-value-using-onlne-services-24104-v1-8-728.jpg?cb=1346703889 50
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 Lecture No 34:
Social Computing in Business

ILO – BE – Management Information System(MIS)

Leena Ladge
Assistant Professor
Dept. of Information Technology,
SIES Graduate School of Technology

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Learning Objectives:

• Describe Social Shopping.

• Identify the methods used for shopping socially.

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Social Computing in Business: Shopping
Introduction:

https://q3p9g6n2.rocketcdn.me/wp-content/ml-loads/2016/10/social-media-icons-shopping-cart-ss-1920.jpg
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Social Computing in Business: Shopping
Introduction:

• Social shopping is a method of e-commerce which makes use of

social networks—friends, groups, voting, comments, discussions,
reviews, and others—and focuses them on shopping.
• It helps shoppers connect with one another based on tastes, location,
age, gender, and other selected attributes.
• Popular brands are joining communities to help promote the season’s
latest fashion collections.
• ThisNext site is used to create profiles and blogs about their favorite
products in social communities.
• Shoppers can tag each item, so that all items become searchable.
Moreover, searching within these Web sites can yield results targeted
specifically to individual customers.

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Social Computing in Business: Shopping
1. Ratings, Reviews, and Recommendations :

• Prior to making a purchase, customers typically collect information

such as what brand to buy, from which vendor, and at what price.
• Today, customers also use social networking to guide their purchase
decisions. They are increasingly utilizing ratings, reviews, and
recommendations from friends, fans, followers, and experienced
customers.
• Ratings, reviews, and recommendations are usually available in social
shopping.
• Shoppers also have an opportunity to contribute their own ratings and
reviews and to discuss ratings and reviews posted by other shoppers.

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Social
Computing
in Business:
Shopping
Top 10 Consumer
& Business Review
Websites:

https://www.vendasta.com/blog/top-10-customer-review-websites/
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Social Computing in Business: Shopping
Two big reasons why reviews on review sites are kind of a big deal

1. Business reviews and social posts help shape a company's online

reputation.
2. Business reviews provide valuable feedback for businesses.
https://www.vendasta.com/blog/top-10-customer-review-websites/

• A filter bubble is a result of a search in which a Web site algorithm

guesses what a user would like to see based on information about that
user, such as location and past searches. As a result, users see
information that reinforces their viewpoints.
• We must be careful when our search results begin to reflect only our
thinking on a subject. We may miss out on best-selling books in many
other genres.

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Social Computing in Business: Shopping
2. Group Shopping

• Group shopping, also known as collective shopping, offers products

and services at significantly reduced prices on the condition that a
minimum number of buyers would make the purchase. Origins of
group buying can be traced to China.

• Group shopping Web sites offer major discounts or special deals

during a short time frame.
• Group buying is closely associated with special deals.

• https://www.livingsocial.com/

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Social Computing in Business: Shopping
2. Group Shopping

• Customers who purchase a deal receive a unique link to share with

their friends.
• If a customer convinces three or more people to buy that specific deal
using his or her link, then the customer’s deal is free.
• Shoppers log on to a Web site and then contact their friends and
family. Everyone then shops online at the same time.
• Some real-time shopping providers, have integrated their shopping
service directly into Facebook.
• Customers log in to Facebook, install the firm’s app, and then invite
their friends to join them on a virtual retail shopping experience.

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Social Computing in Business: Shopping
3. Shopping Communities and Clubs

• Shopping clubs host sales for their members that last just a few days
and usually feature luxury brands at heavily discounted prices.
• Club organizers host three to seven sales per day, usually via e-mail
messages that entice club members to shop at more than 70 percent off
retail—but quickly, before supplies run out.
• Luxury brands effectively partner with online shopping clubs to
dispose of special-run, sample, overstock, or liquidation goods.
• These clubs are rather exclusive, which prevents the brands’ images
from being diminished.
• Examples are Beyond the Rack , Gilt Groupe, Rue La La, and One
King’s Lane,

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Social Computing in Business: Shopping
3. Shopping Communities and Clubs

• https://www.kaboodle.com/

• Kaboodle is a free service that lets users collect information from the
Web and store it on a Kaboodle list that they can share with other
shoppers.
• It simplifies shopping , helps to find items they want in a catalog and
by allowing users to share recommendations with one another using
Kaboodle lists and groups.
• Can be used for planning vacations, sharing research for work and
school, sharing favorite bands with friends, and basically everything
else they might want to collect and share information about.

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Social Computing in Business: Shopping
4. Social Marketplaces and Direct Sales

• Social marketplaces act as online intermediaries that harness the

power of social networks for introducing, buying, and selling products
and services.
• A social marketplace helps members market their own creations.
• Craigslist- online classifieds in addition to supporting social activities
such as meetings and events.
• Fotolia - social marketplace for the community of creative people
who enjoy sharing, learning, and expressing themselves through
images, forums, and blogs; members provide royalty-free stock
images that other individuals and professionals can legally buy and
share.
• Flipsy - -can be used by anyone to list, buy, and sell books, music,
movies, and games.
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Social Computing in
Business: Shopping
4. Social Marketplaces and
Direct Sales

https://ml6c9v95lk9w.i.optimole.com/4RUxG6w-YIh3xd-9/w:auto/h:auto/q:90/https://benoriknowledge.com/wp-
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Social Computing in Business: Marketing
Introduction:

https://i2.wp.com/www.iedunote.com/img/12089/societal-marketing-
concept.jpg?resize=300%2C243&quality=100&ssl=1

https://i0.wp.com/www.iedunote.com/img/1086/societal-marketing-
concept.png?w=1280&quality=100&ssl=1

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Social Computing in Business: Marketing
Introduction:

• Social Marketing - puts Human welfare on top before profits and

satisfying the wants.
• A company should make good marketing decisions by considering
consumers’ wants, the company’s requirements, and society’s long-
term interests.
• Marketing can be defined as the process of building profitable
customer relationships by creating value for customers and capturing
value in return.
• Social computing is particularly useful for two marketing processes:
Advertising and Market research.

https://www.iedunote.com/societal-marketing-concept
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Social Computing in Business: Marketing
1. Advertising:

• Social Advertising - refers to advertising formats that make use of the

social context of the user viewing the ad.
• Social advertising is the first form of advertising to leverage forms of
social influence such as peer pressure and friend recommendations
and likes.
• There are large number of visitors on social networks and the amount
of time they spend there.
• Advertisers are willing to pay to place ads and run promotions on
social networks. Advertisers now post ads on all major social
networking Web sites.

https://www.iedunote.com/societal-marketing-concept
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Social Computing in Business: Marketing
1. Advertising:

• These ads belong to two major categories: social advertisements (or

social ads) and social apps.
• Social advertisements are ads placed in paid-for media space on
social media networks.
• Social apps are branded online applications that support social
interactions and user contributions (e.g., Nike+).
• Viral marketing—that is, word-of-mouth advertising—lends itself
especially well to social networking.
• Innovative methods to advertise in social media
- Facebook page, Tweet, YouTube videos,, Native advertising.

Native advertising is a sales pitch that fits into the flow of the
information being shown.
https://www.iedunote.com/societal-marketing-concept
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Social Computing in Business: Marketing
2. Market Research :

Methods

(1) secondary research,

(2) surveys,
(3) focus groups,
(4) interviews,
(5) observation,
(6) experiments/field https://www.weetechsolution.com/upload/Traditional-Market-Research-A-qualitative-quantitative-
approach-based-methodology.jpg
trials.
To identify and target
potential customers, getting
this information was time-
consuming and costly
https://www.weetechsolution.com/blog/traditional-market-research
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Social Computing in Business: Marketing
2. Market Research :

• Today, however, members of social networks provide this information

voluntarily on their pages.
• Because of social networking, merchants can easily find their
customers, see what they do online, and learn who their friends are.
• Companies are utilizing social computing tools to obtain feedback
from customers. This trend is referred to as conversational
marketing.
• These tools enable customers to supply feedback via blogs, wikis,
online forums, and social networking sites. Again, customers are
providing much of this feedback to companies voluntarily and for
free.
• This is faster and cheaper closer customer relationships.

https://www.iedunote.com/societal-marketing-concept
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Social Computing in Business: Marketing
Conducting Market Research Using Social Networks :

• Online Surveys
• Live Chat Focus Groups.
• Webcam In-Depth Interviews.
• Eye Tracking Studies.
• Online Diaries.
• Smartboards.
• Online Communities.
• Mobile Ethnography.
• Virtual/Augmented Reality.
• Gamification.
• Social Media Listening.
• Scrapbooking.
• Biometric Response Research.
• Wearable Based Research.
• Vox Pops.

https://medium.com/@FlexMR/modern-market-research-methods-a-comprehensive-overview-a0b269356667
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 Lecture No 35:
Social Computing in Business:
CRM & HRM
ILO – BE – Management Information System(MIS)

Leena Ladge
Assistant Professor
Dept. of Information Technology,
SIES Graduate School of Technology

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Learning Objectives:

• Describe Social Customer Relationship Management.

• Describe Social Human Resource Management.

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Social Computing in Business:
Customer Relationship Management(CRM)
What is CRM?:

• Consists of methodologies, strategies, software and other web based

capabilities used to help an enterprise organise and manage customer
relationships
• Goal is to help organisations in better understanding every customer's
value to the company while improving the efficiency and
effectiveness of communication
• Helps to meet needs of customer, product and service.
• Tool used to improve company's success in competitive world

https://www.iedunote.com/societal-marketing-concept
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Social Computing in Business:
Customer Relationship Management(CRM)
Functions of CRM:

• Identify parameters important to customer

• Promote customer-oriented philosophy
• Adopt customer-based measures
• Develop end-end processes to serve customers
• Provide successful customer support
• Handle customer complaints
• Track all aspects of sales
• Create holistic view of customers’ sales and services information.

https://www.iedunote.com/societal-marketing-concept
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Social Computing in Business:
Customer Relationship Management(CRM)
Uses of CRM:

• Better customer service

• Efficient call centers
• Effective sales of products
• Close sales deal faster
• Simplify marketing and sales processes
• Discover new customers
• Increase customer revenues
• Increase automation of faculties
• Better use of existing resources
• Increase quality of information
• Improve response time
• Improve customer targeting
• Improve customer retention https://www.iedunote.com/societal-marketing-concept
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Social Computing in Business:
Customer Relationship Management
Traditional CRM Process :

https://www.veonconsulting.com/wp-content/uploads/2016/01/Traditional-CRM-chart.png

• Social computing has vastly altered the expectations of customers and

the capabilities of corporations in the area of CRM.
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Social Computing in Business:
Customer Relationship Management
Social CRM Process :

• Social computing can

enhance customer
relationship
management (CRM)
because it allows a
business to follow
public opinion about
its brand and respond
quickly to customer
issues.
https://image.slidesharecdn.com/socialcrm-111219202057-phpapp02/95/social-crm-a-function-or-a-
business-strategy-11-728.jpg?cb=1363648194

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Social Computing in Business:
Customer Relationship Management
Social CRM Process :

• Customers are now incredibly empowered.

• Companies are closely monitoring social computing to perceive an
opportunity to involve customers proactively to reduce problems
through improved customer service.
• Empowered customers know how to use the wisdom and power of
crowds and communities to their benefit.

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 Social Computing in Business:
Human Resource Management (HRM)
Social HRM:

• Human resource (HR) departments in many organizations use social

computing applications outside their organizations (recruiting) and
inside their organizations (employee development).

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 Social Computing in Business:
Human Resource Management (HRM)
Social HRM:

1. Recruiting
• Both recruiters and job seekers are moving to online social networks as
recruiting platforms.
• Enterprise recruiters are scanning online social networks, blogs, and
other social resources to identify and find information about potential
employees.
• Job seekers have a good chance that they will be seen by recruiters.
• So, it is important that both active and passive job seekers maintain
online profiles that accurately reflect their background and skills.
• It also provides some tips to assist you in a job search.

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 Social Computing in Business:
Human Resource Management (HRM)
Social HRM:

2. Onboarding
• Onboarding is how new employees acquire the necessary knowledge,
skills, and behaviors to become effective members of the organization.
• Through the use of social media, new hires can learn what to expect in
their first few days on the job and find answers to common questions.
• Because they are available inside the company’s firewall, these social
communities can provide detailed information about corporate policies,
as well as giving employees the opportunity to complete necessary
forms online.
• These communities also provide introductory training, such as
workplace safety information and how to use enterprise applications.
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 Social Computing in Business:
Human Resource Management (HRM)
Social HRM:

3. Employee Development
• The best strategy to enable, encourage, and promote employee
development is to build relationships with employees.
• Many HR professionals use enterprise social tools such as Chatter ,
Yammer, and Tibbr to tap into the wisdom of every employee.
• These tools help connect employees to work efficiently across
organizations and to collaborate on sales opportunities, campaigns, and
projects.
• They help companies simplify workflows and capture new ideas,
enable HR managers to find subject matter experts within the
organization.
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 Social Computing in Business:
Human Resource Management (HRM)
Social HRM :

3. Employee Development
• As HR managers can better motivate employees, thereby helping them
become more engaged and excited about their work.
• Employees can then be better rewarded for their expertise.
• Another area of employee development is training. A large percentage
of the time and expense of employee education and learning
management can be minimized by utilizing e-learning and interactive
social learning tools.

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 Social Computing in Business:
Human Resource Management (HRM)
Social HRM:

4. Finding a Job
• The job hunters, probably conduct at least part of their search online
because the vast majority of entry-level positions in the United States
are now listed only online.
• Job sites are the fastest, least expensive, and most efficient method to
connect employers with potential employees.
• Today, job searchers use traditional job sites and social networks such
as LinkedIn.

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 Social Computing in Business:
Human Resource Management (HRM)
Social HRM:

4. Finding a Job
• The next generation of LinkedIn Recruiter empowers you to go from
searching to hiring in less time.

a) Find the right candidates faster

b) Contact any candidate via InMail
c) Talent Pipeline Management

https://business.linkedin.com/talent-solutions/cx/2016/5/recruiter-demo?&src=go-pa&trk=google_job-mktg_s_cid_1429779595_tid_kwd-
25857938917_k_%2Blinkedin%20%2Bjobs_dev_c_crid_274847593401&veh=google_job-mktg_s_cid_1429779595_tid_kwd-
25857938917_k_%2Blinkedin%20%2Bjobs_dev_c_crid_274847593401_apac&mcid=6605563925536796672&cname=&camid=1429779595&asid=54974079806&targetid=kwd-
25857938917&crid=274847593401&placement=&dev=c&geo=&ends=1&gclid=Cj0KCQjw59n8BRD2ARIsAAmgPmJrUo5bjIMe5UocJbYIHUH6w8md0uImBdpXvfKvmrqJI9WZIIo0ExwaAji9EALw_wc
B

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Leena Ladge
 Social Computing in Business:
Human Resource Management (HRM)
Social HRM:

4. Finding a Job

The following list shows you the mistakes NOT to make on your
LinkedIn profile.
• Do have a current, professional picture.
• Do make certain your LinkedIn Status is correct and current.
• Do join groups related to your field of study or even to your personal
interests.
• Do list an accurate skill set. Do not embellish.
• Do not use the standard connection request. Do some research on that
person and tailor your connection request to that person.
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 Social Computing in Business:
Human Resource Management (HRM)
Social HRM:

4. Finding a Job

• Do not neglect LinkedIn’s privacy settings.

• Do not skip the Summary. The Summary is a concise way of selling
yourself. Write it in the first person.
• Do not eliminate past jobs or volunteer work.
• Do not say you have worked with someone when you have not.

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 Social Computing in Business:
Human Resource Management (HRM)
Social HRM:

4. Finding a Job
• The companies competing with LinkedIn include Monster, Simply
Hired, Career Builder, Indeed, Jobvite, Dice Open Web and many
others.

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Thank You!
Email : leenal@sies.edu.in

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Leena Ladge