Some of popular social communities.
1. Facebook
2. LinkedIn
3. Google
4. Yammer
Social Communities Many people might be most familiar with the first social media type, which covers social communities. This first type is typically characterized by “wisdom of the crowd,” which means that a community user can reach out to many people, listen to them, and try to get them involved. Communities can be created for external use (e.g., organizations are increasingly present in social communities to meet customers). But social communities can also be created for internal use (e.g., to stimulate collaboration within an organization). Social communities can be monitored and analyzed as business metrics and knowledge management tools, which reminds the reader that social media should serve a business objective (instead of just using social media because they are hip and trendy). On social customer relationship management, we will explain how social communities may act as knowledge management tools (e.g., how customer feedback can be used to improve or to design products and services, etc.). Some examples of social communities are as follows.
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Facebook™:
https://www.facebook.com/facebook/info
Including a personal timeline, news feeds of connections (called “Friends”), and private messages. Facebook™ was founded by Mark Zuckerberg and his college roommates at Harvard University in 2004, followed by the initial public offering (IPO,NASDAQ) in 2012. The name “Facebook™” is derived from the name of a book given to American students at the start of the academic year to help students get to know each other. Although Facebook™ is one of the largest social media tools today, Facebook™ has been frequently criticized for changing its privacy policy without clear communication to its users. Look, for instance, at this parody video, in which a user criticizes Facebook™ for constantly changing his settings:
http://www.youtube.com/watch?v¼JvQcabZ1zrk
LinkedIn™:
Networking website for professionals to stay in touch or to find jobs and for organizations to list job vacancies and to search for potential candidates. LinkedIn™ uses a “gated-access approach,” which means that a user can only directly contact his/her first-, second-, and third-degree connections. Hence, contact with any professional in the community requires either an existing relationship, a direct email address, or the intervention of a user’s contact who introduces the user to other people outside his/her third-degree contact network, which is intended to build trust among the LinkedIn™ users. More information on LinkedIn™ is given in the chapter on e-recruitment.
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Google+™:
http://google.about.com/od/p/g/Google-plus.htm
Social layer that enhances other online properties of Google™. Circles are used to organize and share information (e.g., friends, family, or acquaintances). Similar to Facebook™, the user gets a stream with updates and can send private messages (i.e., Hangouts).
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Yammer™:
Private social network for an organization, including productivity applications, a traditional intranet (e.g., a content management system), and an extra-net. Examples of social network features are, among others, posting announcements, sharing files, creating events, swapping messages, and knowledge exchange.
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