Web 2.0 and Social Media for Business Roger McHaney Download free books at Roger W. McHaney Web 2.0 and Social Media for Business Download free eBooks at bookboon.com 2 Web 2.0 and Social Media for Business 2nd edition © 2013 Roger W. McHaney & bookboon.com ISBN 978-87-403-0514-2 Download free eBooks at bookboon.com 3 Web 2.0 and Social Media for Business Contents Contents 1 Introduction to Web 2.0 8 1.1 The Internet and World Wide Web 8 1.2 Web 2.0 Defined 10 1.3 Conclusions 31 1.4 Bibliography 31 2 Blogging for Business 34 2.1 Voice and Personality 36 2.2 Blog Environments 42 2.3 Building a Blog 48 2.4 Conclusions 68 2.5 Bibliography 68 3 More Blogging: WordPress Options 70 3.1 Customizing a WordPress Blog 70 3.2 General Settings 81 - ste the of th + - c + in ++ ity Be a part of the equation. RMB Graduate Programme applications are now open. Visit www.rmb.co.za to submit your CV before the 23rd of August 2013. Download free eBooks at bookboon.com 4 Click on the ad to read more Web 2.0 and Social Media for Business Contents 3.3 Using Widgets 83 3.4 Blog Posts 86 3.5 Adding Mobile and iPad Options 90 3.6 Managing Pages 92 3.7 Connecting with Search Engines 94 3.8 Connecting with Customers 98 3.9 Conclusions 103 3.10 Bibliography 103 4 Beyond Blogging: RSS and Podcasting 104 4.1 RSS Defined 104 4.2 RSS in Practice 109 4.3 Podcasting 118 4.4 Conclusions 134 4.5 Bibliography 135 5 Videocasting, Screencasting and Live Streaming 136 5.1 Videocasting 136 5.2 Screencasting 153 5.3 Live Streaming 156 The next step for top-performing graduates Masters in Management Designed for high-achieving graduates across all disciplines, London Business School’s Masters in Management provides specific and tangible foundations for a successful career in business. This 12-month, full-time programme is a business qualification with impact. In 2010, our MiM employment rate was 95% within 3 months of graduation*; the majority of graduates choosing to work in consulting or financial services. As well as a renowned qualification from a world-class business school, you also gain access to the School’s network of more than 34,000 global alumni – a community that offers support and opportunities throughout your career. For more information visit www.london.edu/mm, email [email protected] or give us a call on +44 (0)20 7000 7573. * Figures taken from London Business School’s Masters in Management 2010 employment report Download free eBooks at bookboon.com 5 Click on the ad to read more Web 2.0 and Social Media for Business Contents 5.4 Conclusions 165 5.5 Bibliography 165 6 Wikis and Other Collaborative Documents 166 6.1 Wikis 167 6.2 Wiki Software 171 6.3 Building a Wiki 174 6.4 Zoho Wiki Example 177 6.5 Other Collaborative Documents 179 6.6 Conclusions 181 6.7 Bibliography 181 7 Connecting with Twitter 183 7.1 Twitter Overview 184 7.2 Twitter History 184 7.3 Using Twitter 188 7.4 Twitter Searches 204 7.6 Conclusions 215 7.7 Bibliography 215 Get a higher mark on your course assignment! Get feedback & advice from experts in your subject area. Find out how to improve the quality of your work! Get Started Go to www.helpmyassignment.co.uk for more info Download free eBooks at bookboon.com 6 Click on the ad to read more Web 2.0 and Social Media for Business Contents 8 Big Social Media: Facebook and LinkedIn 217 8.1 Facebook for Business 217 8.2 LinkedIn for Business 229 8.3 Conclusions 236 8.4 Bibliography 237 9 Social Buzz and Viral Phenomenon 238 9.1 New Kid on the Block: Instagram 239 9.2 Social Buzz with StumbleUpon and Reddit 244 9.3 Tumblr 249 9.4 Pinterest 252 9.5 Foursquare and Location-Based Services 254 9.6 Tracking Social Interest 258 9.7 Conclusions 267 9.8 Bibliography 268 Acknowledgements 271 Download free eBooks at bookboon.com 7 Click on the ad to read more 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, LinkedIn, 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).” Download free eBooks at bookboon.com 8 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. Figure 1.1 Wordle Image Using Wikipedia Definition of Internet 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 HTTP.