Chapter 9 - Vignette: Twitter Emerges as News Source for Iran Protesters
1. Many people question the value of Twitter’s goal of helping people stay connected in real time. Do the events in Iran illustrate the potential value to society of social networking tools such as Twitter? Are there other ways that Twitter and other social networks could be used by people and organizations to add real value?
Answer:I believe the benefits provided by social network sites such as Facebook have made us better off as a society and as individuals, and that, as they continue to be adopted by more diverse populations, we will see an increase in their utility. Anecdotal evidence of positive outcomes from these technologies -- such as political activities organized via Facebook or jobs found through LinkedIn -- is well-known, but now a growing corpus of academic research on social networks sites supports this view as well.Online social networking can facilitate identity exploration, provide social cognitive skills such as perspective taking, and fulfill the need for social support, intimacy, and autonomy. Whether constructing their profiles in MySpace, creating a video and posting it on YouTube, or talking in chat rooms, teens are constantly creating, recreating, and honing their identities -- a primary goal of adolescent development. This requires constant reflection on who they are, on who they want to become, and on their values, strengths, and weaknesses.
2. How trustworthy is the information one gleans from social networks such as Twitter?
Answer:
The warranting principle dictates that, when forming an impression, information provided by
third parties about a person is valued more than information they themselves provide. The
current study applies warranting theory to the popular “micro-blogging” site Twitter, where
people connect with others and share bursts of information. In light of the low signal-to-noise
ratio on the site and the recent shift towards citizen journalism, evaluating trustworthiness
trustworthiness was here considered to be an important consideration when considering if users
will “follow” someone (read their updates and interact with them in the future). In a survey of
Twitter users, support for the warranting paradigm with trustworthiness was not found on the
site. However, individuals still followed those they found trustworthy, lending support to the idea
that the warranting principle is confined to specific conditions. More generally, site-external and
site-external resources were more frequently used for evaluating self-provided than other-
provided information. Implications are discussed for future new media and CMC research.
Reference: http://usc.academia.edu/aschrock/Papers/198931/Are_You_What_You_Tweet_Warranting_Trustworthiness_on_Twitter
Chapter 9 - Case Study 3: Social Networking Disaster for Domino’s
1. Some observers believe that if an organization does not respond to an attack on its brand within the first 24 hours, then the damage has been done—lack of management response is judged as an admission of guilt. Others feel that some time is required to gather facts and figure out what happened before responding. With the advantage of 20/20 hindsight, how might Domino’s have reacted more effectively?
Answer:
Customers who viewed the posted video eventually alarm and decided not to eat pizza at Domino’s. As the issues have been on air their response and apology are already too late and with regards to the social media there were not updated.
2. Do you find it unusual that Domino’s response was primarily through the online media rather than the usual printed press releases? Does this seem an effective and appropriate way to respond under these circumstances? Why or why not? Does Domino’s use of the online media set a precedent for others to follow in the future?
Answer:
Yes it is effective and appropriate way to responds like were this thing started.
3. Identify three lessons that other companies could learn from Domino’s experience.
Asnwer
Dominos, the pizza maker, became the latest victim of a viral video drive-by brand massacre. Yesterday, 2 employees from an individually owned franchise posted several disgusting videos on YouTube. To say the videos are inappropriate would be an understatement. One of the videos shows a staff member putting cheese up his nose before using it on the pizza he appears to be preparing for a customer. It gets worse from there. You can watch for yourself:
Once they became aware (more on how long this took later), the company worked to get the videos removed from the original hosting provider (doesn’t matter, as they have since been uploaded to other sites). Dominos then responded with email communications from Tim McIntyre, Vice President of Communications. He indicated how repulsed he was, and described that their security team was going to look into the matter to identify which store and responsible individuals.
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