This reading by Andreas M. Kaplan and Michael Haenlein absolutely took my attention completely for 1 hour. I have to say, this is one of my favorite reading and i found it really useful to myself. So many great points that has been pointed out and yes of course sir, I am going to share it with you.
PS : before I start, I am going to quote some good bits that I think is interesting
” Social media represent a revolutionary new trend that should be of interest of companies operating in online space”
Literally, everyone (who has internet, computer or phone) is using social media. Who does not? Social media is part of people’s life. Clearly, social media is tied with Internet. Social media and internet can’t be separated whatsoever (everybody knows that). Imagine a day without Internet. I can’t. I’ll die.
Before going deeper to social media stuffs, let’s talk about Internet first. I think I have mentioned in the previous entry that around 10 years ago, internet was not a problem. The dial up connection was so slow, internet was so expensive and hard to access. However, now, I believe I can say that Internet is the future. Internet makes life easier. You can find anything that you want through Internet, for example for University students, it is not difficult anymore to find sources. We don’t have to search through the books and bring it all around anymore. We are just one click away to the things we need.
The first thing that everyone will do to find out about something, is to a search engine called Google… or something else like Yahoo search, bing, etc. You will find a lot of good stuffs, but also…. bad stuffs in there. Maybe companies, brands, products want to be aware of this. If someone type in something to Google, they might find bad comments or bad experience that a consumer got from consuming that particular product. And we all know that bad things spread faster than the good one. Kaplan and Haenlein (2010) mentioned :
“Historically, companies were able to control the information available about them through strategically placed press announcements and good public relation managers. Today, however, firms have been increasingly relegated to the sidelines as mere observers, having neither the knowledge nor the chance — or, sometimes, even the right to alter publicly posted comments provided by their customers.”
It is getting harder and harder for a company or product or brand to keep their good name once a mistake had been done. Once a customer is not happy with something, there’s a big chance for them to update their Facebook and Twitter status about it, blog about it, and ‘attack’ the Facebook page of the company or brand or product with complains. Somehow, complaining to their Facebook account somehow is the best way to get their attention.
Moving on to ‘The Challenges and Opportunities of Social Media’.
“Collaborative projects enable the joint and simultaneous creation of content by many end users and are, in this sense, probably the most democratic manifestation of User Generated Content (UGC)”
User Generated Content : various forms of media content that are publicly available and created by end-users. UGC needs to fulfill 3 basic requirements in order to be considered as such:
- Needs to be published either on a publicly accessible website or on a social networking site accessible to a selected group of people — exclude exchange in emails or IMs
- Needs to show a certain amount of creative effort — posting duplications of an existing newspaper article without any editing/ commenting activity to a personal blog
- Needs to have been created outside of professional routine and practices — all content that has been created with a commercial market context in mind. (Kaplan & Heinlein, 2010)
That is a little bit of information about the term User Generated Content. To simplify, UGC is pretty much entries that are going on the Internet.
“The main idea underlying collaborative projects is that the joint effort of many actors leads to a better outcome than any actor could achieve individually; this is similar to the efficient market hypothesis in behavioural finance”
An easy example for this is Wikipedia. Wikipedia has everything. If we are looking for just a quick definition of something, we can just quickly wikipedia it. Easy and convenient. However, we all know that Wikipedia is not written by experts. So, to lecturers, Wikipedia is not reliable. However, somehow, Wikipedia is believed to be true by most people (Kaplan & Heinlein, 2010). Personally, I have the same opinion too. I know Wikipedia is not reliable at all, but I can still rely on it sometimes.
Relating the concept of collaborative projects to the public event assignment. The whole concept of the assignment is to gather as many people to contribute to our event and arouse them through social media. The event will not be happening at all without any contribution from the public. To get into details, we do have blog, Facebook, Twitter, Vine, and Instagram. We are posting every activity to the Social Media and let the public also contribute from there.
” Blogs are usually managed by one person only, but provide the possibility of interaction with others through the addition of comments.”
I think Blog has gone viral. It has captured my attention that so many people are getting famous just from blogging. Of course the blog has to have great quality in it, but with blogging something with your passion, you are able to reach more than what you think can. Even after getting famous, to advertise something to that particular blog will require quite a lot of money as well. On the other hand, to a company, blogging has two sides for them. Blogging is great but might also have a negative effect to them. Kaplan and Heinlein mentioned that blogging was used by Jonathan Schwartz, the CEO of Sun Microsystem to improve the transparency of his company. From this point, we can see that it is a good thing that Schwartz wanted his customers to see everything inside the company. However, with letting the employee to access the blog of the company, it gives them an access to them to write negative things about the company as well. Take an example from Robert Scoble, Microsoft’s former technical evangelist. He had the tendency to criticize the products of his employer (Kaplan & Heinlein, 2010). With giving a free access to every employees in the company and without monitoring them, blogging could turn into a disaster to a company and might jeopardize their reputation as well.
“The main objective of content communities is the sharing of media content between users…. Content communities carry the risk of being used as platforms for the sharing of copyright protected materials. While major content communities have rules in place to ban and remove such illegal content, it is difficult to avoid popular videos”
Easiest example for this : Youtube. I have to say that Youtube and Facebook relates to each other strongly. Around couple days ago, I found a video about Shell through Facebook. I saw the video that Shell has taken down from the internet, but it was still available from Youtube. Another example, sex scandal. Some sex scandal’s video tape might still be available on Youtube with a specific keyword even though the video has been taken down from the Internet. Youtube is really wide. To control the whole content completely can be tricky and hard.
“Social networking sites are applications that enable users to connect by creating personal information profiles, inviting friends, and colleagues to have access to those profiles and sending emails and instant messages between each other.”
Social network has done so much for everyone, every company, every product, and every brand. Even for customer service, almost everything is with social network. Customer service through social network offers the consumer to be able to get contact with a low cost. Internet connection is enough. I will start with Facebook first. In Australia, I have been paying attention to events such as show, theater, concert, etc, they all own a Facebook page. Through the Facebook page, they are able to inform discounts, giveaways, and reviews easily. I actually can’t really imagine if there is no Facebook page to an event. It will be hard for them to communicate to their audience. I also think that Facebook allows that event to attract audience that does not interested in that show before, but with a constant post from them, it might finally make them want to watch it. Further, almost every product has their own Facebook page as well. Same thing with the events, with Facebook it is easy for consumers to get instant promotions, giveaways and news to their audience. However, Facebook might be a nightmare to a product too. As I have mentioned before, consumers would most likely to complaint through the Facebook page of the product. This can be resulted in a bad image to the product itself. If a new consumer see the bad comment, they might turn away from it. Social network has both good and bad side to a company or product. It is easy and convenient for them to communicate with the audience. It is all depends on how they work things out with the consumer and how they treat the consumer as well.
“Virtual worlds are probably the ultimate manifestation of Social Media, as they provide the highest level of social presence and media richness of all applications”
The game that might be really popular nowadays is World of Warcraft. I am not too sure what the game is about, but I am sure that game takes a lot of thing from people’s life aspect. Everyone that is already hooked up with the game will spend the whole day in front of the computer and do nothing else. I am also going to relate this case with the case of China protesting in the game. The full story here. In essence, the virtual game world allows the people of China to do a protest that they would not be able to do it in public space. Even, with protesting through virtual game world, they were most likely to get the world’s attention rather than just local.
The whole point of social media is to be able to be very active and be up to date everyday. Information that flows around social media moves really fast. A news might be the attention on Monday, but it won’t be anymore on Tuesday. And I must say too that I get a lot of news update mainly from Facebook and Twitter.
Kaplan and Heinlein (2010) mentions 5 points about using media :
- Choose carefully
- Pick the application or make your own
- Ensure activity alignment
- Media plan integration
- Access for all
The problem that our event encounter with social media is the unbalance between Facebook and the others (Twitter, Instagram, Vine). Our Facebook is the most active and get the most response ones. Our Instagram is still fine. There are still some activities going on the Instagram. But for Twitter, it has the weakest position. Through Facebook, I think we have created the awareness among the people there about our event because we have got a lot of response, contribution, and comments from there. Our event outcome will be on Wednesday, 11th September.
Lastly . . . .
“social media allow firms to engage in timely and direct end-consumer contact at relatively low cost and higher levels of efficiency than can be achieved with more traditional communication tools”
To some company, for example Jetstar, it is easier for the audience to reach them through social network. To do a price beat with Jetstar, to call them with Skype will get a much faster response than calling. Another example, online shopping. Every online shopping website will have their own Facebook page. If there is something wrong with the product or shipping matter, it is easier for the company to take care of the problem.
To sum up, social media offers a lot of benefits and advantages to its users. It can’t be denied that social media makes everything easy. But, to be able to successful with social media, as the user (personal or corporate), we have to be smart. Don’t let the bad comments be the cover of our Facebook page.