Internet and Social Networks Affect Term Paper

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The most successful of these hybrid strategies is David Beckham and his approach to making sure his personality pervades the messages over and above the positioning points in any IMC campaign. The undercurrents of social networking require a very high level of interactivity, transparency that leads to trust. In the case of athletes and celebrities who battle gossip media, the best defense is a good offense. Taking the initiates as Derek Jeter has done to stop rumors of conflict with Alex Rodriguez, Carmelo Anthony discussing his DUI in blogs, and the hybrid strategy of Beckham all show how critical it is for celebrities to keep these broader Web 2.0 dynamics in mind when communicating with their fans. Table 1 in the Appendix provides an overview of Web 2.0 applications.

References

Josh Bernoff, Charlene Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3 (April 1): 36-42. http://www.proquest.com (Accessed April 3, 2008).

Mary Cowlett (2000, January). Toeing the line of truth in spinworld. Marketing, 23-24. Retrieved May 1, 2008, from ABI/INFORM Global database. (Document ID: 48129845).

Von Johnson, Pierre Ollivier. (2007). The Technology Disruption Conundrum. Journal of American Academy of Business, Cambridge, 12(1), 215-221. Retrieved May 3, 2008, from ABI/INFORM Global database. (Document ID: 1288122001).

Ava Lawler, Gabrielle Tourelle. (2002). Public relations: The integrated communication tool in the launch of a new software operating system -- a case study. Journal of Communication Management, 7(2), 156-159. Retrieved May 1, 2008, from ABI/INFORM Global database. (Document ID: 264328051).

Michael W. Muchmore (2006, December). New Ways to Get Music; Review: Web 2.0 is taking on the music industry, offering new ways for artists to get exposure. We look at three sites/services that put the power into the hands of the listeners. ExtremeTech.com,1. Retrieved May 3, 2008, from ABI/INFORM Trade & Industry database. (Document ID: 1252310471).

Ruby Anne M. Rubio (2007, March). Friendster's newest
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local service: fan sites. BusinessWorld,1. Retrieved April 29, 2008, from ABI/INFORM Trade & Industry database. (Document ID: 1243877681).

Cynthia G. Wagner (1998). Marketing to a Celebrity-Obsessed Society. The Futurist, 32(5), 14-15. Retrieved May 1, 2008, from ABI/INFORM Global database. (Document ID: 29558952).

Appendix

TABLE 1:

WEB 2.0 APPLICATIONS

Applications

Descriptions

Blogs

Online diary or journal entry on the Internet, which primarily supports text, photo (photoblog), video (vlog), and audio (podcast) formats

Google, AOL, and Yahoo offer free blogging platforms

Mashup

Web service that gathers related content from more than one source

IBM's mashup applications enable project managers to match team resources with a map to identify the geographical locations of the resources

Peer-to-Peer Networking technique for effectively sharing music, audio, and text files

Napster and Gnutella are popular peer-to-peer networks

Real Simple Syndication (RSS)

Feed-based technology that, with the aid of an RSS reader, enables users to subscribe to newly released content such as text, Web pages, sound files, photos, and video

RSS feed may contain the full content, for example a podcast, or simply a link to the content

Social Media

Encompasses all online tools (blogs, podcasts, Wikis, social networks, vlogs) and Web sites enabling people to share content, such as text, audio, picture s, and videos

Popular social media sites include YouTube (video) and Flickr (photos)

Social Networking

Web sites that permit users to create online networks and communicate with friends and colleagues

Social networking sites include MySpace, Friendster, Facebook, and Friends Reunited, and business networking sites include LinkedIn and Ryze

Tagging

Allows users to bookmark or rate online content to share their recommendations with other online users

Typically used by publishers of media sites attempting to benefit from users' recommendations

Popularized by sites such as Digg and del.icio.us, which enable users to publish, categorize, and share their bookmarks

Wikis

Enables users to create and edit the content of a…

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References

Josh Bernoff, Charlene Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3 (April 1): 36-42. http://www.proquest.com (Accessed April 3, 2008).

Mary Cowlett (2000, January). Toeing the line of truth in spinworld. Marketing, 23-24. Retrieved May 1, 2008, from ABI/INFORM Global database. (Document ID: 48129845).

Von Johnson, Pierre Ollivier. (2007). The Technology Disruption Conundrum. Journal of American Academy of Business, Cambridge, 12(1), 215-221. Retrieved May 3, 2008, from ABI/INFORM Global database. (Document ID: 1288122001).

Ava Lawler, Gabrielle Tourelle. (2002). Public relations: The integrated communication tool in the launch of a new software operating system -- a case study. Journal of Communication Management, 7(2), 156-159. Retrieved May 1, 2008, from ABI/INFORM Global database. (Document ID: 264328051).

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