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16 Cards in this Set
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_____ is a site whose purpose is to create an online communityof Internet users that enables members to break down barriers created by time, distance,and cultural differences. Social networking Web sites allow people to interact with othersonline by sharing opinions, insights, information, interests, and experiences. |
A social networking Web site |
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_____involves the use of social networks to inform, promote, andcommunicate the benefits of products and services. Social network advertising has becomebig business in the United States, with 2009 ad spending on Facebook estimated to be$230 million, and ad spending on MySpace estimated to be $495 million.12 |
Social network advertising |
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Two significantadvantages of social networking advertising over more traditional advertising media(e.g., radio, TV, and newspapers) are: (1) advertisers can create an opportunity to generatea conversation with viewers of the ad, and (2) ads can be targeted to reach people with thedesired demographic characteristics. |
kkk |
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____involves placing banner ads on a social networking Web site. |
Direct advertising |
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Companies can use social networking Web sites to advertise to an individual’s network ofcontacts. When you sign on to your favorite social networking Web site, you might see amessage saying, “Jared [your friend] just went to see Transformers II—awesome, he says!”This can be an extremely persuasive message, as people frequently make decisions to dosomething or purchase something based on input from their close group of friends. Thismight be a spontaneous message sent by Jared, or Jared might be getting paid by an onlinepromotion firm to send messages about certain products. |
Advertising Using an Individual’s Network of Friends |
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Innovative companies are also making use of a new marketing technique by creating a groupon a social networking Web site that interested users can join by becoming “fans.” |
Indirect Advertising Through Groups |
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A variation on the above approach is for a company to form its own social networking Website. Dell created its own social networking Web site, IdeaStorm, as a means for its millionsof customers in more than 100 countries to talk about what new products, services, orimprovements they would like to see Dell develop. Since its launch in February 2007, theDell community has suggested 11,996 ideas and posted 84,851 comments; Dell hasimplemented 350 customer-submitted ideas.18 |
Company-Owned Social Networking Web Site |
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In its ongoing fight for market share in the beverage industry, Coca-Cola has implemen-ted a number of social networking initiatives to promote its brands. Coke has its own corpo-rate blog called Coca-Cola Conversations that covers its brand history and providesinformation about Coca-Cola collectibles. In April 2007, Coke started a competition for theresidents of the Second Life virtual world, challenging them to design a vending machinethat dispenses the essence of Coke. The company also placed a video on YouTube called“Mean Joe Greene—The Making of the Commercial,” documenting the making of one ofCoke’s most famous TV commercials. In August 2008, two fans of Coke, neither of whom had any official connection to thecompany, launched a Coca-Cola Facebook page. Within a few weeks, the page had attractedover 750,000 fans. As the number of fans grew into the millions, the page’s creators agreedto turn over administration of the page to Coca-Cola.14 The site is monitored by softwarefilters for offensive words and phrases, and live moderators check its pages for anythingtruly offensive. Other than that, Coca-Cola managers pretty much let Facebook fans saywhat they want on the site.15 The result has been nothing short of amazing. The Facebookfan page quickly grew to over 3 million members worldwide.16 It is now the second mostpopular page on Facebook, with 3.3 million members as of March 2009.17 |
coca-cola |
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_____encourages individuals to pass along a marketing message to others, thuscreating the potential for exponential growth in the message’s exposure and influence as oneperson tells two people, each of those two people tell two or three more people, and so on.The goal of a viral marketing campaign is to create a buzz about a product or idea thatspreads wide and fast. A successful viral marketing campaign requires little effort on the partof the advertiser; however, the success of such campaigns can be very difficult to predict. |
Viral marketing |
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____ brings shoppers and sellers together in a social networkingenvironment in which members can share information and make recommendations whileshopping online. Social shopping Web site members can typically build their ownpages to collect information and photos about items in which they are interested. |
A social shopping Web site |
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______ is the harassment, torment, humiliation, or threatening of one minor byanother minor or group of minors via the Internet or cell phone. |
Cyberbullying |
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______is threatening behavior or unwanted advances directed at an adult usingthe Internet or other forms of online and electronic communications; it is the adultversion of cyberbullying. Online stalking can be a serious problem for victims, terrifyingthem and causing mental anguish. It is not unusual for cyberstalking to escalate intoabusive or excessive phone calls, threatening or obscene mail, trespassing, vandalism,physical stalking, and even physical assault. |
Cyberstalking |
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In 2007, a New Mexico woman, Devon Lynn Townsend, was convicted of hacking intoa Yahoo! server to gain access to the personal e-mail account of Chester Bennington, leadsinger of the band Linkin Park. Townsend was able to secretly change the password toBennington’s account so that she could view all the messages sent and received from theaccount. This enabled her to view photos of Bennington’s children; read business correspon-dence; see information about his family and the band’s travel plans; learn the date and loca-tion of the Benningtons’ childbirth classes; and view information about a new home theBenningtons had purchased, including the home inspection report and photos of the house.Townsend was also able to gain access to Bennington’s voice mail and listen to all the mes-sages left on his phone answering service. She used this information to download copies ofthe Benningtons’ wedding pictures, contact the Benningtons and their friends anonymously,and travel to locations where Chester Bennington might be. Townsend was sentenced totwo years in a federal prison camp in Arizona.31 |
KK |
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Policies do not stop all members of the community from attempting to post inappro-priate material, and most Web sites do not have sufficient resources to review all materialsubmitted for posting. For example, about 10 hours of media is being uploaded toYouTube every minute.36 Quite often, it is only after other members of a social networkingWeb site complain about objectionable material that such material is taken down. Thiscan be days or even weeks. Ideally, reviewers would also look at the text content submit-ted to a networking site—not just photos and videos. A posting to a teenage-oriented Website may advocate underage drinking, sex, and drug use without the use of photos orvideos. Individuals who appear in photos or videos doing inappropriate things may findthemselves in trouble with authorities if those photos and videos end up on the Internet.Several students at East Grand Rapids High School in Michigan were given two-week sus-pensions from sports, a school-sponsored dance, and other extracurricular activities whensome parents reported seeing online photos of students drinking alcohol at parties. Whilenone of the parties happened on school grounds, the school has a student conduct codethat states that students involved in extracurricular activities can be disciplined for codeviolations.37 In April 2008, six teenagers recorded their beating of 16-year-old Victoria Lindsay andplanned to post the video on MySpace and YouTube. The beating was severe enough thatVictoria suffered temporary damage to her sight and hearing. According to YouTube, thevideo was never uploaded, and a YouTube spokesperson stated that “if a video shows some-one getting hurt, attacked, or humiliated, it will be removed.” A MySpace employee con-firmed that the video was never uploaded to that site. MySpace has a dedicated contentreview team that views every video before it is posted to ensure that the poster is notviolating the MySpace terms of use.38 On May 20, 2009, an organized group of users uploaded video clips of explicit adult con-tent to YouTube. The video clips were uploaded with no warning that they were for adultsonly. Even worse, they were tagged with child-friendly identifiers, such as “Jonas Brothers.”YouTube worked quickly to remove the video clips; however, the video search results andtheir explicit thumbnails showed up in searches for days.39 |
kkk |
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An_____ is a computer-simulated world in which a visitor can move inthree-dimensional space, communicate and interact with other visitors, and manipulate elements of the simulated world. |
online virtual world |
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Virtual online worlds are also being used for education and business purposes. The NewMedia Consortium ( NMC) is an international consortium of almost 300 organizationsfocused on exploring the use of new media and technologies to improve teaching, learning,and creative expression. The NMC attracts nearly 1,500 unique visitors to its Second Lifecampus each week. Princeton, Yale, the University of Southern California, Ball State, andNew York University are just a few of the schools with a campus in Second Life.46 |
Educational and Business Uses of Virtual Worlds |
