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Social Networking and Social Media

Starr H., Chadd R. Get Connected: The Social Networking Toolkit for Business

Social media pros Starr Hall and Chadd Rosenberg take you behind the scenes of today's hottest social networks and help you uncover the best social sites for your business. Using simple steps and solutions, learn how to set up an attractive company profile, reach and engage your target market, develop stronger relationships with your current clientele, enhance your reputation.

Treadaway C., Smith M. Facebook Marketing: An Hour a Day

The social networking site Facebook boasts more than 300 million users worldwide. Its ability to target users who have provided real data about themselves and their interests makes Facebook the ideal platform for marketers, and marketers everywhere recognize the importance of Facebook and are eager to successfully tap Facebook's potential. This book shows you how. Quickly get up to speed on today's Facebook conventions and demographics, and then gain an understanding of the various strategic and implementation issues you must consider from start to finish.

Hinchcliffe D. Enterprise 2.0: How Business is transforming in the 21st Century

What I will talk about this morning is what we are seeing right now in the way that our businesses seem to be changing. We use the term of inside the industry as Enterprise 2.0. Some people call it Social Media. Some people would prefer as the tools like Blogs, Wikis, Twitter and Facebook. But something profound and strategic is happening now and we try to understand what it is. I am going to convey what we are seeing are stories both from North America and there are stories from you here in Europe, like Daimler is adopting Wikis pretty aggressively. Two years ago when I came here to Germany there was a lot of talk about even though this is the number 2 software market in the world. This isn’t really for this culture.

Springerlink, Facebook

Picot A., Reichwald R., Wigand R. Information, Organization and Management

Information, Organization and Management is a comprehensive treatment of the economic and technical foundations for new organizational forms, relations and processes. It provides a wide range of underlying concepts and frameworks that help the reader to understand the major forces driving organizational and marketplace changes, rather than presenting these changes as simple outcomes of technological or management fads.

Anandarajan M., Arinze B. Creation of Social Capital in a Web Based Virtual Research Environment

This chapter investigates the emergence of Web technologies and their role in developing social capital needed for effective research collaborations. It proposes a theoretical framework to understand how virtual collaborative teams are created in such environments and how they affect the development of social capital. Furthermore it examines features and properties of Web technologies that facilitate the creation of social capital required for the successful research collaborations. As researchers increasingly turn to the Web to gain further efficiencies in their research and national economies depend more on research to compete in the global economy, it is increasingly important to understand how to create improved tools that will boost research efficiencies. Information and communications technologies (ICT) and the Web in particular, offer new opportunities in this regard. A framework for creating social capital is essential for understanding how these networks function, as we argue, and this framework will make such web-based research more effective and efficient over time.

Dholakia N., Dholakia R.R. Mobility, Sociability and Creativity in a Networked World

When we began our scholarly association and deep friendship with Professor Wolfgang Fritz, the Internet was a young and evolutionary medium. Because of historical reasons, the United States had longer experience with the Internet – mainly because the U.S. Defense Advance Research Project Agency (DARPA) had laid the foundation for a «survivable electronic network» – but the rest of the world was catching up and progressing fast, especially Europe and particularly Germany.

Memon N., Alhajj R. Sociology to Computing in Social Networks. Theory, Foundations and Applications

By nature, social networks exist and evolve; they are dynamic. However the development in information technology increased the interest in social networks and they are adapted to more applications and domains. To cope with the change, we took the initiative and started three major projects, conference, journal and lecture notes series that are intended to meet the expectations of the involved research groups whose members have diverse backgrounds. This book is the first volume in our new series entitled lecture notes in social networks. It includes papers that cover different topics ranging from fundamentals to applications of social networks.

Borko F. Handbook of Social Network Technologies and Applications

Handbook of Social Network Technologies and Applications provides comprehensive guidelines on the current and future trends in social network technologies and applications in the field of Web-based Social Networks. Contributed by world experts in the field of social networks from both academia and private industry, a number of crucial topics are covered including cutting edge social network technologies, infrastructures, and communities; social media analysis, organizations, mining, and search; privacy and security issues in social networks; and visualization and applications of social networks.

Maurer С., Wiegmann R. Effectiveness of Advertising on Social Network Sites: A Case Study on Facebook

Social network sites like Facebook, MySpace and StudiVZ have recently gained enormous popularity for marketing communications. Facebook especially describes itself as the perfect marketing tool because its developers have created an advertising system which allows businesses to use the information of each Facebook user for targeted advertising. Despite the current boom of Facebook for marketing, this study reveals that users’ purchase decisions are not influenced by advertisements and users do not actively use Facebook as an information source. However, Facebook provides the ideal platform for direct communication between organisations and customers. Marketing on social network sites has to follow new rules and principles and each organisation has to clearly determine if social media marketing is appropriate for them or not.

Yoganarasimhan H. Impact of social network structure on content propagation: A study using YouTube data

We study how the size and structure of the local network around a node affects the aggregate diffusion of products seeded by it. We examine this in the context of YouTube, the popular video-sharing site. We address the endogeneity problems common to this setting by using a rich dataset and a careful estimation methodology. We empirically demonstrate that the size and structure of an author’s local network is a significant driver of the popularity of videos seeded by her, even after controlling for observed and unobserved video characteristics, unobserved author characteristics, and endogenous network formation. Our findings are distinct from those in the peer effects literature, which examines neighborhood effects on individual behavior, since we document the causal relationship between a node’s local network position and the global diffusion of products seeded by it. Further, our study sheds light on the other substantive factors that affect video consumption on YouTube.

Landherr A., Friedl B., Heidemann J. A Critical Review of Centrality Measures in Social Networks

Social networks are currently gaining increasing impact in the light of the ongoing growth of web-based services like facebook.com. One major challenge for the economically successful implementation of selected management activities such as viral marketing is the identification of key persons with an outstanding structural position within the network. For this purpose, social network analysis provides a lot of measures for quantifying a member’s interconnectedness within social networks. In this context, our paper shows the state of the art with regard to centrality measures for social networks.

Zubcsek P., Sarvary M. Advertising to a social network

Direct advertising – sending promotional messages to individual customers—is increasingly used by marketers as a result of the recent improvements in consumer reachability. Most current methods to calculate optimal budgets for such advertising campaigns consider customers in isolation and ignore word-of-mouth communication (WOM). When the customer base forms a network (as is the case in telecom or social network databases) ignoring WOM clearly leads to suboptimal advertising budgets. This paper develops a model to help address this challenge. We assume that firms know the network structure formed by customers but do not know (or are not allowed to use) data on individuals’ connections. Under this scenario, we compare the optimal campaign of a monopolist to that of firms competing in simultaneous-move or sequential-move games.

Moturu T.S., Liu H. Quantifying the trustworthiness of social media content

The growing popularity of social media in recent years has resulted in the creation of an enormous amount of user-generated content. A significant portion of this information is useful and has proven to be a great source of knowledge. However, since much of this information has been contributed by strangers with little or no apparent reputation to speak of, there is no easy way to detect whether the content is trustworthy. Search engines are the gateways to knowledge but search relevance cannot guarantee that the content in the search results is trustworthy. A casual observer might not be able to differentiate between trustworthy and untrustworthy content. This work is focused on the problem of quantifying the value of such shared content with respect to its trustworthiness. In particular, the focus is on shared health content as the negative impact of acting on untrustworthy content is high in this domain. Health content from two social media applications, Wikipedia and Daily Strength, is used for this study. Sociological notions of trust are used to motivate the search for a solution. A two-step unsupervised, feature-driven approach is proposed for this purpose: a feature identification step in which relevant information categories are specified and suitable features are identified, and a quantification step for which various unsupervised scoring models are proposed. Results indicate that this approach is effective and can be adapted to disparate social media applications with ease.

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