#3 Relate how the information society affects global social transformation.
Where did you create this artifact?
The “Book Review” artifact was created during courses ICT 702 Seminar in Information. I created this artifact to demonstrate for me how the social influence models (Schmitz and Fulk, 1991) enlighten me on a topic I have pondered over the last few years. Why are social media website like MySpace and Facebook so popular with the masses?
What I Learned, How did you learn this?
One important idea I learned while reading our textbook titled Information and communication technology in organizations, I learned that the Schmitz and Fulk model states that the individual user’s social environment is an important influence in their media choice and use. Media richness the process of simply choosing ICT media based on the task you need to accomplish cannot be the sole determining factor in predicting users ICT adoption levels. Social influence also plays a critical role in how users select which ICT to use (Bowman, 2005).
Why this is important:
From a media richness perspective email marketing campaigns or mailers may appear to be the best ICT solution for engaging new customers. With over 500 million user being reported on Facebook, and other social media ICT gaining strength like LinkedIn and Twitter there is a tremendous business opportunities to use social media to reach potential new customers and engage existing customers. Understanding and using the social influence model can contribute to your analysis of selecting the appropriate media for use in the 21st century.
How can you apply?
Although I am not a huge fan of social media ICT I can certainly understand and accept the business impact, it can have on our industry and learn to appreciate the user acceptance of this new technology. I can use the social influence model to help guide branding and customer service initiatives and cross sale product and services. Instead of trying to attract online customers to your website, business can bring their product and services to the social sites where the users are. I will continue my research on this technology and look for future business opportunities.
What challenges & obstacles did you overcome?
One challenge for me personally is that I am not a big fan of social media even though I joined LinkedIn because old friends and colleagues were there. I was able to overcome some of my bias when I recently read in Healey 2010 that some organizations are attempting to install their own social media networks within their private organizations and came to the realization that I do like Microsoft Sharepoint and I think it has some ICT possibility to be a successful social media tool in organizations if the social drive is centered on Project Team communications. I think it can have a significant business impact providing an ICT tool for collaboration especially in large projects with team members in remote locations. Project teams are socially driven to communicate for the success of the project and having an ICT technology to enable fast, easy, and effect communication would contribute to its use.
Healey, Michael . (September, 2010). Socially Challenged. InformationWeek. Retrieved on October 20, 2010, from http://www.informationweek.com/news/internet/social_network/227500564
Bowman, H. van den Hoff, B. van den Wijngaert, L. & van Dijk, J (2005). Information and communication technology in organizations. London: Sage Publications
· BOOK REVIEW: Marketing 2.0 Bridging the Gap between Seller and Buyer through Social Media Marketing. By Bernie Borges.