6.3 One-Sided or Two-Sided Markets?
Learning Objectives After studying this section you should be able to do the following: Recognize and distinguish between one-sided and two-sided markets. Understand same-side and cross-side exchange...
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6.4 How Are These Markets Different?
Learning Objectives After studying this section you should be able to do the following: Understand how competition in markets where network effects are present differ from competition in traditional...
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6.5 Competing When Network Effects Matter
Learning Objectives After studying this section you should be able to do the following: Plot strategies for competing in markets where network effects are present, both from the perspective of the...
View Article7.1 Introduction
Learning Objectives After studying this section you should be able to do the following: Recognize the unexpected rise and impact of social media and peer production systems, and understand how these...
View Article7.2 Blogs
Learning Objectives After studying this section you should be able to do the following: Know what blogs are and how corporations, executives, individuals, and the media use them. Understand the...
View Article7.3 Wikis
Learning Objectives After studying this section you should be able to do the following: Know what wikis are and how they are used by corporations and the public at large. Understand the technical and...
View Article7.4 Electronic Social Networks
Learning Objectives After studying this section you should be able to do the following: Know what social networks are, be able to list key features, and understand how they are used by individuals,...
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7.5 Twitter and the Rise of Microblogging
Learning Objectives After studying this section you should be able to do the following: Appreciate the rapid rise of Twitter—its scale, scope, and broad appeal. Understand how Twitter is being used by...
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7.6 Other Key Web 2.0 Terms and Concepts
Learning Objectives After studying this section you should be able to do the following: Know key terms related to social media, peer production, and Web 2.0, including RSS, folksonomies, mash-ups,...
View Article7.7 Prediction Markets and the Wisdom of Crowds
Learning Objectives After studying this section you should be able to do the following: Understand the concept of the wisdom of crowds as it applies to social networking. List the criteria necessary...
View Article7.8 Crowdsourcing
Learning Objectives After studying this section you should be able to do the following: Understand the value of crowdsourcing. Identify firms that have used crowdsourcing successfully. The power of...
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7.9 Get SMART: The Social Media Awareness and Response Team
Learning Objectives After studying this section you should be able to do the following: Illustrate several examples of effective and poor social media use. Recognize the skills and issues involved in...
View Article8.1 Introduction
Learning Objectives After studying this section you should be able to do the following: Be familiar with Facebook’s origins and rapid rise. Understand how Facebook’s rapid rise has impacted the firm’s...
View Article8.2 What’s the Big Deal?
Learning Objectives After studying this section you should be able to do the following: Recognize that Facebook’s power is allowing it to encroach on and envelop other Internet businesses. Understand...
View Article8.3 The Social Graph
Learning Objectives After studying this section you should be able to do the following: Understand the concept of feeds, why users rebelled against Facebook feeds, and why users eventually embraced...
View Article8.4 Facebook Feeds—Ebola for Data Flows
Learning Objectives After studying this section you should be able to do the following: Understand the concept of feeds, why users rebelled, and why users eventually embraced this feature. Recognize...
View Article8.5 Facebook as a Platform
Learning Objectives After studying this section you should be able to do the following: Understand how Facebook created a platform and the potential value this offers the firm. Recognize that running...
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8.6 Advertising and Social Networks: A Work in Progress
Learning Objectives After studying this section you should be able to do the following: Describe the differences in the Facebook and Google ad models. Explain the Hunt versus Hike metaphor, contrast...
View Article8.7 Privacy Peril: Beacon and the TOS Debacle
Learning Objectives After studying this section you should be able to do the following: Understand the difference between opt-in and opt-out efforts. Recognize how user issues and procedural...
View Article8.8 Predators and Privacy
Learning Objectives After studying this section you should be able to do the following: Understand the extent and scope of the predator problem on online social networks. Recognize the steps firms are...
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