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 © 2012 Roger W. McHaney & bookboon.com (Ventus Publishing ApS) ISBN 978-87-403-0266-0 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 34 1.4 Bibliography 34 2 Blogging for Business 37 2.1 Voice and Personality 40 2.2 Blog Environments 46 2.3 Building a Blog 52 2.4 Conclusions 72 2.5 Bibliography 72 3 More Blogging: WordPress Options 74 3.1 Customizing a WordPress Blog 74 3.2 General Settings 85 3.3 Using Widgets 87 3.4 Blog Posts 90 The next step for top-performing graduates Masters in Management Designed for high-achieving graduates across all disciplines, London Business School’s Masters Please click the advert in Management provides specific and tangible foundations for a successful career in business. 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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 4 Web 2.0 and Social Media for Business Contents 3.5 Adding Mobile and iPad Options 94 3.6 Managing Pages 96 3.7 Connecting with Search Engines 98 3.8 Connecting with Customers 102 3.9 Conclusions 108 3.10 Bibliography 108 4 Beyond Blogging: RSS and Podcasting 109 4.1 RSS Defined 109 4.2 RSS in Practice 113 4.3 Podcasting 123 4.4 Conclusions 139 4.5 Bibliography 140 5 Videocasting, Screencasting and Live Streaming 142 5.1 Videocasting 142 5.2 Screencasting 158 5.3 Live Streaming 161 5.4 Conclusions 170 5.5 Bibliography 170 Teach with the Best. Learn with the Best. Agilent offers a wide variety of affordable, industry-leading electronic test equipment as well as knowledge-rich, on-line resources —for professors and students. 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Discover the truth at www.deloitte.ca/careers © Deloitte & Touche LLP and affiliated entities. Download free ebooks at bookboon.com © Deloitte & Touche LLP and affiliated entities. Discover the truth7 at www.deloitte.ca/careers © Deloitte & Touche LLP and affiliated entities. 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).