Option #1- Blogs, Blogs, Blogs
A corporate blog is published and used by an organization to reach its organizational goals. The advantage of blogs is that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads.
Your supervisor, Mikkel, has asked you to do some research to determine whether or not your company should consider starting a corporate blog. Here is what he has tasked you with:
Identify one of your favorite products. (For example, you might choose Nike athletic shoes.)
Identify the company’s blog. (For example, search for “Nike blog.”)
What is the name of the blog?
What is the website address (URL)?
Note whether or not the blog allows customer interaction. (How can customers interact without commenting? Does the blog allow pictures to be uploaded? How can customers interact with the brand?)
Who writes the blog? (Identify the name, position, etc. of the author)
What have you learned from visiting this blog?
How does this blog inform your thinking about management?
Option #2- What’s a Wiki?
A wiki is a website whose users can add, modify, or delete its content via a web browser (Internet Explorer, Mozilla Firefox, etc.). Wikis are often used collaboratively by multiple users. Examples include community websites, corporate intranets, knowledge management systems, and collective note taking.
Your manager, Janice, has asked you to prepare a report that answers the following questions:
In your own words, what is a Wiki?
How is it used in business for collaboration?
Why would employees want to use a wiki?
Why would employers want to use a wiki?
What is an example of a company that is currently using a wiki effectively? Share the URL (website address) of the wiki and your impressions of it, based on what you’ve learned this week.
Option #3- Why Social Media
The term “Social Media” refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user generated content.” Social media has substantially changed the way organizations, communities, and individuals communicate.
In his blog, Glenn Gow discusses pairing Competitive Intelligence (CI) with social media to broaden the scope of the CI function. First, read “Is social media missing from your competitive intelligence?
” and then answer the following questions:
How does pairing Competitive Intelligence with social media differ from knowing about how competitors use social media?
Discuss three ways a company could monitor social media to enhance its competitive intelligence capabilities.
Do you think companies need a Chief Listening Officer to monitor social media? Explain.
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