[PDF]Web 2.0 & Social Media for Businesses

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Roger W. McHaney

Web 2.0 and Social Media for Business



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Web 2.0 and Social Media for Business

© 201 2 Roger W. McHaney & bookboon.com (Ventus Publishing ApS)

ISBN 978-87-403-0266-0



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Web 2.0 and Social Media for Business



Contents



Contents



1 Introduction to Web 2.0

1.1 The Internet and World Wide Web

1.2 Web 2.0 Denned

1.3 Conclusions

1.4 Bibliography

2 Blogging for Business

2.1 Voice and Personality

2.2 Blog Environments

2.3 Building a Blog

2.4 Conclusions

2.5 Bibliography

3 More Blogging: WordPress Options

3. 1 Customizing a WordPress Blog

3.2 General Settings

3.3 Using Widgets

3.4 Blog Posts



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Meet one of our people and they'll ask about you.
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Web 2.0 and Social Media for Business



Contents



3.5 Adding Mobile and iPad Options

3.6 Managing Pages

3.7 Connecting with Search Engines

3.8 Connecting with Customers

3.9 Conclusions

3.10 Bibliography

4 Beyond Blogging: RSS and Podcasting

4.1 RSS Defined

4.2 RSS in Practice

4.3 Podcasting

4.4 Conclusions

4.5 Bibliography

5 Videocasting, Screencasting and Live Streaming

5.1 Videocasting

5.2 Screencasting

5.3 Live Streaming

5.4 Conclusions

5.5 Bibliography



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Web 2.0 and Social Media for Business



Contents



6 Wikis and Other Collaborative Documents

6.1 Wikis

6.2 Wiki Software

6.3 Building a Wiki

6.4 Zoho Wiki Example

6.5 Other Collaborative Documents

6.6 Conclusions

6.7 Bibliography



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7 Social Buzz and Viral Phenomenon

7. 1 Twitter for Business

7.2 Social Buzz with StumbleUpon and Reddit

7.3 Tumblr

7.4 Pinterest

7.5 Foursquare and Location-Based Services

7.6 Tracking Social Interest

7.7 Conclusions

7.8 Bibliography



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Web 2.0 and Social Media for Business



Contents



8 Big Social Media: Facebook and Linkedln

8. 1 Facebook for Business

8.2 Linkedln for Business

8.3 Conclusions

8.4 Bibliography



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Acknowledgements



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Web 2.0 and Social Media for Business Introduction to Web 2.0

1 Introduction to Web 2.0

To some, the term Web 2.0 might suggest a new version of the World Wide Web is running on a vast
network of powerful computers somewhere. In actuality, this is far from the truth. Web 2.0 is a term
coined during the O'Reilly Media Web 2.0 Conference in late 2004. Since then it has been used to describe
applications that allow people to participate in information creation, digital resource sharing, webpage
design, and collaboration on the World Wide Web. Examples of Web 2.0 applications include Facebook,
YouTube, Linkedln, Flickr, WordPress, Wikimedia, and Blogger. Put simply, Web 2.0 sites allow users to
collaborate with each other in social settings. Users create and share content in virtual communities set
up by software developers according to the purpose of the site. Since Web 2.0 does not refer to updates
to technical specification but rather in how people use the Web, this term has been publically challenged
by World Wide Web inventor Tim Berners-Lee. He feels the term is a piece of jargon because the Web
is operating in the way he had originally envisioned. He called the Web a collaborative medium, a place
where we all meet and read and write (Laningham, 2006).

No matter if we call it Web 2.0 or not, the World Wide Web has been changed dramatically. New material
is being created and posted by people from all across the globe. Not too long ago, websites were created
by specialists from universities or businesses. Today, everyday people are recreating the Web with their
posts on Facebook, their photos on Flickr, their videos on YouTube, their blogs on Tumblr, their tweets
on Twitter, and their sense of what news is important on Digg, Reddit and StumbleUpon. The Web has
become an extension of our daily lives and that is important to business and the way people will interact
in the future.

The following sections will provide a sense of how a social media mindset emerged from the Internet
and how World Wide Web use has become increasingly sophisticated and important to modern business
success.

1 .1 The Internet and World Wide Web

Without a doubt, the Internet has opened the world to vast possibilities of communication, information
creation, data sharing and computing power. The inventions of telegraph, telephone, radio, television, and
computer provided a glimpse of the future and a set of capabilities that would eventually be recreated in
an integrated environment made possible by digital technology. The Internet s humble beginnings can be
traced to four networked host computers called ARPANET in 1969 to more than 5 billion devices in 2010.
Expectations are that more than 22 billion devices will be online by 2020 (Jeffries, 2010). The Internet
has provided infrastructure for "world-wide broadcasting, a mechanism for information dissemination,
and a medium for collaboration and interaction between individuals and their computers without regard
for geographic location (Leiner, et.al. 2011)."



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Web 2.0 and Social Media for Business Introduction to Web 2.0

The Internet essentially is a vast computer network formed from numerous smaller, interconnected
computer networks (See Figure 1.1). This network of networks establishes a global data communications
system over which data has been transmitted using different approaches. For example, email can be sent
from one server to another using a set of standards or protocol called SMTP (Simple Mail transfer Protocol).
Files can be moved from one server to another using FTP (File Transfer Protocol). The development and
acceptance of a variety of technologies and protocols has permitted the Internet to be used in numerous ways.

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One of the most significant services using the Internet is a collection of interconnected documents
organized into human-readable computer screens called webpages. A collection of webpages forms
a website. The benefit of websites captured the general public's enthusiastic attention shortly after its
invention (Berners-Lee, et. al., 1994) and all forms of information began to appear in easy-to-access online
formats. Initially websites were informational and static, and comprised little more than a collection of
linked pages usually containing text and images. Later, videos and digital assets such as flash animation
were added to the mix. Websites became more sophisticated and could be hosted on one or more web
servers. These servers were often tied to database management systems and application servers, and
were accessible through Internet addresses known as Uniform Resource Locators (URLs). The collective
whole of public websites became known as the World Wide Web (See Figure 1.2).

Web pages are text-based documents constructed according to specifications known as Hypertext

Markup Language (W3C, 2009). These specifications permit a wide variety of software developers to

create systems that work according to the same rules. This means web pages can be created anywhere by

anyone and then can be loaded into any browser with a connection to the Internet. As long as the page

conforms to the standards, it can be viewed as the developer intended on all compliant browsers and

computer systems. Web pages are distributed and accessed using the Hypertext Transfer Protocol, also

known as HTTR The web browser acts as a client, requesting a resource a user wishes to view. The pages

are stored on networked computers running programs that respond to client requests. These computers

are called Web servers and may run software such as Apache HTTP Server or Microsoft Information

Services (IIS) running in Windows Server.
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Altogether, the computer or computers hosting websites function as web servers. From a technical
perspective, the client submits an HTTP request and the server responds by searching through stored
content and returns a response message which generally contains the requested content. The transmission
of requested web pages can use encryption in the form of Hypertext Transfer Protocol Secure, also called
HTTPS. This protocol is a combination of HTTP with Transport Layer Security (TLS) and its predecessor,
Secure Sockets Layer (SSL). This protocol also provides secure identification of a web server so the client
is assured a connection is made with the desired location.

The transmitted material is received by the client application, which could be a web browser, mobile
device, application program or other software. It will interpret the HTML markup language instructions
and render the page into the desired form. For Web browsers, this means a human readable version on
a display terminal. The arriving material may also take the form of other digital artifacts that result in
animation, audio or video outputs.

1.2 Web 2.0 Defined

The term Web 2.0 is used to describe a fundamental social way of using Internet technologies. As stated
earlier, Web 2.0 doesn't refer to a technical update of underlying software or hardware but rather changes
in the way the Web is being used and created by businesses, universities and society. Web 2.0 can be
viewed as four major, interrelated components: (1) social media, (2) filtering and recommendations,
(3) content sharing, and (4) Web applications. Most components of Web 2.0 share certain common
characteristics. Professor Andrew McAfee of Harvard Business School suggests the use of an acronym,
SLATES, to describe these commonalities (McAfee, 2006) as shown in Table 1.1.

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Web 2.0 and Social Media for Business



Introduction to Web 2.0



SLATES Category


Description


Examples


Search


Finding information through keyword
search.


Google - Searches keywords and other webpage
features

Reddit - Searches tags added by webpage users


Links


Connects information into a meaningful
ecosystem using the model of the Web and
provides low-barrier social tools.


Adding Friends in Facebook
Bookmarking websites in browsers


Authoring


The ability to create and update content
leads to the collaborative work of multiple
authors.


Users create entries, edit and extend existing
entries. They also undo and redo each other's
work. Bloggers create posts and comments on
the work of others


Tags


Users categorize content by adding their own
descriptive tags which are short, one or two
word descriptions. Tags facilitate searching
based on what website users, rather than
developers, believe the sites represent.
Collections of tags created by multiple
users are called folksonomies (short for folk
taxonomies).


Tagging photos in Facebook with friends' names

Creating descriptive tags in StumbleUpon to
alert other users of material on a particular
webpage


Extensions


Extension software provides additional
capabilities to Web browsers and allows
more than just HTML documents to be used.
Essentially makes the Web an application
platform as well as a document server.


Adobe Reader, Adobe Flash player, ActiveX,
Oracle Java, QuickTime are all extensions


Signals


Syndication technology enables material
to be broadcast to multiple websites and
to notify consumers when new material
appears.


RSS feeds on CNN.com notify users of new
breaking news.

RSS feed capability built into blogs permits new
entries to be read in an application like NetVibes



Table 1.1 SLATES: Common Characteristics of Web 2.0 Components



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Web 2.0 and Social Media for Business



Introduction to Web 2.0



Linda Stone, a former Microsoft executive and visionary thinker, indirectly demonstrates the development
of Web 2.0 by looking at the evolution of technology in a new way. She suggests that technologies have
pulled back the shroud on our private lives and moved closer to the individual. She describes how
computing technologies first were available to only large companies and organizations due to cost and
need for engineering expertise. Personal computers moved information processing to the desktop giving
power to knowledge workers in their everyday jobs. Mobile devices and the Web moved power to the
individual and their daily social lives - both in and out of the workplace. This allowed collaboration,
sharing, and interaction to reshape the World Wide Web into Web 2.0. Finally, Stone suggests that
technologies will eventually be integrated with our physical being. She says, Intimate Layer computing
>>>