Web 3.0: The future of social networking

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What will be next generation of social networking? What will it simply look like? How will online users interact? Will it largely defeat the purposes of how users are interacting with current social media? How will it benefit human lives? What benefits of Web 3.0 can be achieved from a commercial point of view?

There are some many questions that any web 2.0 addict would like to ask. Are the current web 2.0 social media tools the limit where humans can interact? I’ve always wonder what it would be like to collaborate Google Maps, shopping centre and eBay together, what will you simply achieve from mixing those ingredients?

I think you might possibly get a virtual online shopping experience where you, the shopper, can head into the virtual shopping centre and browse around for your products or goods that you are willing to purchase. Obviously there are pitfalls to this and that would be the inability to physically measure the shopping product. But who is it to say that there won’t ever be a product that would be capability of having an item transferred from one location to another in less than a minute. Operates pretty like a transporter machine. Before computers were invented, we never really expected to have laptops by 2010, it would have never occurred to anyone that they would be expecting to interact with other human beings either via handheld device, laptop or desktop computer etc

I believe that human beings have come along way from the Stone Age era to today’s world in achieving possibly anything from beyond their wildest imaginations. It simply surprise me that, one day, we will develop electronic devices that will change the world and humans forever. With modern electronic, devices, there will be a change in the software and culture of human interaction and socialisation.

The future is seems bright so far…….. wonder what will be achieved next?

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Enterprising with Social media

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It was once the second rated social networking site behind Myspace, but times have changed and it now has become the most popular site surpassing their rivals by a long margin. Facebook currently reaches out to 500 million users and the corporate companies and businesses have taken notice of the growing trend and realise that how it could potentially to expose their brand to wide audience.

But there are plenty of other useful social media tools used by millions of online users, social media tools include twitter, Linkedin, Flickr, Youtube, Digg, Delicious etc. In this blog, I will be using the sports company ‘Adidas’ and the social media tool ‘Facebook’ as an example of a company using social media to promote and enhance their brands.

Let me start by stating that ‘Adidas’ is a world renowned sportswear clothing company and its biggest competitor is ‘Nike’. I would probably assume that the magnitude of exposure to online users that Facebook delivers would give both Nike and Adidas the confidence factor into using it to brand their products. From the research that I have obtained I can assure you that both brands have their own Facebook pages.Although, from my search, I found many Facebook pages that Adidas have developed, one of them are shown in the following: http://www.facebook.com/home.php?#!/adidasoriginals?ref=ts

Facebook online users would only require to click on the ‘Like’ button to accept them as a fan of their brand. The current number of fans is up to 4 million and each one of them would simply be updated with the latest news in their News feed. The news feed from this fan page will not only be exposed to the respective fan but it can be delivered to other users who are friends of a fan. There is no doubt that the use of social networking can effectively impact the company’s brand exposure and provide them with a cost saving marketing strategy.

Other benefits that social networking sites such as Facebook can bring into an enterprise include the following:

  • Create a strong bond with other businesses
  • Brings branding and identity to the business
  • Constant buzz of business’ products and services
  • The content that is uploaded onto the site will provides an ongoing view of the company online

You have to simply imagine what could possibly the pitfalls of promoting your product or service onto the social networking site could potentially do to your company. Can it possibly be of a magnitude that could lead you into getting your position within the company terminated or could it have lesser effect? A list you the downfalls of using social networking site as part of enhancing the business operations within the company, they are shown in the following:

  • Ongoing monitoring of any activities that could be potential harmful to the brand
  • Identity fraud and other Internet frauders are a danger within social networking scene
  • The need for intensive labour for updating news and information to your readers
  • Keep up to date with the latest trends

That’s good and bad stuff about using social networking as a tool to promote your brand for a business.

Wiki! Wiki! Wiki! Oi! Oi! Oi!

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Wikis…… I must say….. it has virtually changed the way a small or large group of individuals communicate and interact with one another. We should all know how powerful ‘Wikipedia’ has become in the online world at collaborating human input and information resources together. You can simply just type in a single word and a Wikipedia page for that term and it would probably be selected as one in its first page of results. I have selected Sony Ericsson as one of my choices I had considered, add on from the previous blog post, Sony, as I have already mentioned is a renown brand in world business. Ericsson has merged with Sony to form a formidable couple to increase its branding in the telecommunication device market.

The link to the Sony Ericsson’s wiki page is only a click away: http://developer.sonyericsson.com/wportal/devworld/forum?cc=gb&lc=en

There is no doubt that the obvious reason behind the company’s decision to provide current customers and potential consumers the access and availability, for them to provide information and other relevant facts to a central location for the company to absorb, is to attract new and innovative ideas and feedback that could potential change the future of how company may operate.

Wikis do provide companies with that powerful organisational capability of keeping the entered information accessible online to all stakeholders involved. You can simply ditched the old fashion method of documenting and storing information in a word processing file, uploading it onto an email as an attached document and sending away to all stakeholders. It is simply a complete nightmare and waste of time if something as little as attaching the incorrect document goes wrong.

With the decision to implement a wiki into the company’s operations, it will save time and money together, the money saved through the implementation of wikis can be used to invest in the company’s future developments. That simply implement can simply determine the future of Sony Ecrisson.

Something with benefits, there are always the pitfalls, in this case, wikis can negatively impact a company’s image and reputation. Some of the reason will be explained in the following:

  • The company will be investing in placing protection on wikis to prevent further vandalism such as spam links, inappropriate images and vocabulary
  • Accuracy of information entered by users is and will be questionable to those who read and take note of it
  • Control access to the wiki will be required depending the type of project at hand

Wikis, is the present and will be the future of online communication within corporate culture.

CEO says: “I will not sack you, I will blog you instead!”

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Blogging….. What a word! Did you ever happen to think a word like that would ever exist in the corporate world? Well….. apparently it does and I will introduce you to a company that has implemented this style of communication to its current business operations in the hope of achieving greater benefits to its staff and related stakeholders. The company that I have chosen is Sony, very popular electronics brand, known to many people across the globe.

Their link to the blog page is just a click away: http://blog.discover.sonystyle.com/

Sony does also use a variety of other web 2.0 tools such as Youtube, Twitter, Facebook, Flickr and Forums as a way of connecting their brand with customers and potential consumers. Sony is a brand that produces a diverse range of electronic products from gaming consoles, televisions, MP3 players, LCD screens, laptops right down to mobile phones. One of the benefits of their involvement with blogging is that it promotes and exposes their upcoming products as well as informing customers and consumers of what to expect from the company. Customers and consumers are given the functionality to produce feedback to the respective blog post they have read. The feedback can give Sony some resources that they can use to maintain the integrity of their current and upcoming products.

From a customer’s perspective, I believe that if I had an issue with a Sony product and I had issues with communicating with them, I would personally jump onto the blog and post a comment on my experiences with a Sony product. Now, you would probably think that this would make any effects as you would consciously have doubts that they will not respond as it would not be the professional and standard way of getting their attention. But from the stores that I have heard with other companies, it could possibly be way to get their attention as a damaging comment about on a Sony product on their official blog site would trigger an impact negatively on their image. If this ever occurs, give it a go because this is a changing world and doubtful things can happen.


To state the pitfalls of using blogs within companies, have a read of the last few sentences from the previous paragraph that I plotted down. I can simply assure you that Sony will anxiously monitoring their blog site on a consistent for any comments that could deter current customers and potential consumers.

Legal risks involved with social media

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The organisation that I have chosen is Brisbane Roar Football Club, a sporting organisation that is striving to mix their off field business with social media and other web 2.0 tools. From my research, they have already created accounts for Facebook, Twitter and Wikipedia to promote their brand in attracting people to support their team.

Facebook: http://www.facebook.com/brisbaneroarfc
Twitter: http://twitter.com/brisbaneroar
Wikipedia: http://en.wikipedia.org/wiki/Brisbane_Roar_FC

I’ve read a couple of articles in relation to the legal risks involved with organisations using social media as a way of promoting their product and attempting to people to their brand. Risks involved using social media include: copyright infringement, reputation risk, trademark infringement, confidential loss, conduct of an employees, privacy breaches etc.

http://www.rostroncarlyle.com/legalarticles/social-media-law-articles/submarines-online-legal-risks-of-social-networking-for-organisations.html
http://www.digital-media.net.au/article/legal-social-is-there-a-social-media-law/512428.aspx

As a sporting organisation that is always going to be in the public scene will find it more difficult to deal with any negative impacts that occur than any other organisations that have less public exposure. The football club relies on their football players to behave and promote a positive image not just for themselves but for the football club they are employed at. Social media is powerful tool that can quickly deliver and share information to the public and its loyal supporters at a very quick rate. One mistake by an employee can give the club a big knock on its head. One incident that I can refer is the ‘Football club’s drink driving incident’, the link to the story is shown below, had a negative impact to the club and it virtually loss many support from the fans.

http://www.couriermail.com.au/news/queensland/brisbane-roars-frank-farina-suspended-over-drink-driving/story-e6freoof-1225785380448

Well, this incident caused many fans to put pages on Facebook and other social media sites about the Coach being drunk and other horrible things. Those social media pieces have later been removed by the site’s administrators. Now I can imagine this kind of behaviour from the fans has given the club a negative image and has effectively minimised the support they once had. The risk here is loss of reputation caused effectively by the powerful use of popular social media tools like Facebook and Twitter.

Now the organisation is currently rebuilding their brand in a more positive fashion to attract the support they once had.

Enterprise 2.0: The Good and The Bad

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People think of the risks before the benefits when they consider blogging as part of their daily or weekly activities. But when they see the bright side of blogging or even using any other web 2.0 tool they will start thinking a lot more differently than before. There are lots of great ways and benefits of using web 2.0 tools and one of the major benefits would be the sharing and collection of information from these applications is major positive sign, from a business viewpoint, it can have a positive effect if the tools are used wisely and sensibly.

An example of a case study that I read and it involved a rental property business called ‘Urban Apartments’ and its frequent use of social media to promote and market their product. The business used social media tools such as Facebook, Myspace, blogs, Flickr and much more to share information about their product and it resulted in a high return investment. The results were have astonishing as there were increases in web traffic, blog traffic and lease conversions and is currently ranked third in Google search for their brand ‘Royal Oak Apartments’.

http://millennialmarketing.blogspot.com/2009/04/social-media-case-study-urbane.html

This case study that I read just demonstrates the powerful use of social media in the business world. And gathering from my own experience using Facebook on daily basis there are so many events and businesses using Facebook as a way of getting people to recognise and acknowledge their product. Things like night club events is quite popular with young adults as with Facebook itself.
The promotion of a night club event on Facebook will surely provide sufficient details about their product and get people to come to their events. The power of social media and web 2.0 applications typically comes a low price and that will encourage business owners and opportunists to consider it as a must have as a promotional tool.

But there are risks involved in the use of web 2.0 tools as a way of sharing, collecting information to communicate to other people can be damaging if a proper approach is not used. The risks involved include: loss of information, countering negative internal comments, negative external comments on public scene, inappropriate staff behaviour, network security etc. Taking a careful approach reduce, minimize and eliminate any negative impact for yourself or your business.

Blog + Web 2.0 tool = User attraction

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The demanding use of web 2.0 tools has complete revolutionise the way online users interact and share information on the internet. Web 2.0 tools like Facebook, Myspace, Twitter, Youtube, Flickr, Wikipedia, Digg, RSS and Linkedin are some of the popular applications for user involvement with information.

I’ve always had a Twitter account but was never a consistent user of it. I discovered this web 2.0 tool was well received by older online users and that younger adults online users chose other web 2.0 tools such as Facebook and Myspace as a way of communication and obtaining information. I found that Twitter was a good tool to promote your blog and attract online users to read your blog posts. A catchy title and a link to your blog as part of your twit is all you would require to attract attention to your blog.

I’ve always used Youtube as a way of collecting video media sources and I have just recently been getting into using Flickr to obtain images. Both of these web 2.0 applications work the same way but provide different types of media sources. These applications tools are very powerful in the way that they can will provide them to anyone around the world who has access to the web. Even the celebrities are doing it to enhance their personal branding. Check out the video below:

Both Youtube and Flickr can be linked with other web 2.0 applications such as Facebook, in my view, with the collaboration of two or more applications it’ll just provide online users with convenience when sharing and collecting information. The collaboration of these tools can be linked with your blog and it’ll eventually provide an easier way for users to have access to the blog posts.

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