Social

Computing
Dewi Sartika, SST., MM
Social
Computing
Traditional information systems support organizational
activities and business processes and concentrate on
cost reductions and productivity increases. A variation of
this traditional model, social computing, is a type of IT
that combines social behavior and information systems
to create value. Social computing is focused on
improving collaboration and interaction among people
and on encouraging user-generated content.
Social
Computing
Social computing refers to the use of computational
devices to facilitate social interactions among users.
The idea is to use websites to enable users to interact.
There is a widespread adoption of social computing
technologies in government, business, and
organizations.
Social computing is closely related to economic
computing. They share common underlying
technologices. An economic system may be regarded
as part of a social system and social computing
technologies can facilitate the development of
economic computing
Social
Computing
In social computing, users, rather than organizations,
produce, control, use, and manage content via
interactive communications and collaboration. As a
result, social computing is transforming power
relationships in organizations.
Employees and customers are empowered by their
ability to use social computing to organize themselves.
Thus, social computing can influence people in power to
listen to the concerns and issues of ordinary people.
Organizational customers and employees are joining
this social computing phenomenon, with serious
consequences for most organizations.
Businesses today are using social computing in a variety of
innovative ways, including marketing, customer relationship
management, and human resource management. In fact, so many
organizations are competing to use social computing in as many
new ways as possible that an inclusive term for the use of social
computing in business has emerged
Social computing in business, or social commerce, refers to the
delivery of electronic com- merce activities and transactions
through social computing. Social commerce also supports social
interactions and user contributions, allowing customers to
participate actively in the marketing and selling of products and
services in online marketplaces and communities. With social
commerce, individuals can collaborate online, obtain advice from
trusted individuals, and find and purchase goods and services.
 Potential Benefits
of Social Commerce
Benefits to Customers
1. Better and faster vendor responses to complaints, because customers
can air their complaints in public (on Twitter, Facebook, and YouTube)
2. Customers can assist other customers (e.g., in online forums)
3. Customers’ expectations can be met more fully and quicklyCustomers
can easily search, link, chat, and buy while staying on a social network’s
page
 Potential Benefits
of Social Commerce
Benefits to Businesses
1. Can test new products and ideas quickly and inexpensively
2. Learn a lot about their customers
3. Identify problems quickly and alleviate customer anger
4. Learn about customers’ experiences via rapid feedback
5. Increase sales when customers discuss products positively on social
networking site
6. Create better marketing campaigns and brand awareness
7. Use low-cost user-generated content, for example, in marketing
campaigns
8. Get free advertising through viral marketing
9. Identify influential brand advocates and reward them
 Despite all of its benefits, social computing does involve risks. It is
problematic, for example, to advertise a product, brand, or company on
social computing Web sites where content is user generated and is not
edited or filtered. Companies that employ this strategy must be willing to
accept negative reviews and feedback. Of course, negative feedback can be
some of the most valuable information that a company receives, if it utilizes
this information properly.
 Potential Risk
of Social Commerce

I
1. nformation security concernsInvasion of privacy

2. Violation of intellectual property and copyright

3. Employees’ reluctance to participate

4. Data leakage of personal information or corporate strategic information

5. Poor or biased quality of users’ generated content

6. Cyberbullying/cyberstalking and employee harassment

 Social shopping helps shoppers connect with one
another based on tastes, location, age, gender,
and other selected attributes

Social Social shopping membantu penjual agar pembeli

Computing
dapat mengetahui tentang produk mereka dan
tentunya membantu pembeli untuk mendapatkan
produk yang mereka inginkan dengan cara yang

in Business
lebih efisien.

Dengan menggunakan social shopping pembeli

membuat akun untuk lebih memudahkan dalam

Shopping mendapatkan informasi mengenai produk, promo

yang berlangsung juga testimoni dari pembeli lain.

Social shopping menyediakan kolom untuk pembeli

dapat memberikan komentar dan berdiskusi
mengenai produk serta dapat memberikan
ratingbpada produk sesuai dengan pengalaman
mereka untuk membantu pembeli lain dalam
mengambil keputusan
Social Social computing digunakan di dalam marketing

Computing
untuk membantu dalam hal promosi sebuah
produk. Marketing melakukan promsi produknya
dengan menggunakan situs web resmi

in Business perusahaan ataupun melalui social media.

Selain itu marketing menggunakannya untuk

MARKETING melakuakn riset pasar salah satunya dengan

melihat feedback dari customer. Social computing
semakin memudahkan marketing dalam mencari
dan mengunput data, sehingga riset yang
dilakukan bisa lebih efektif dan efisien
Social
Computing
Dengan adanya social computing memberikan
kesempatan kepada konsumen untuk bisa lebih
mudah berinteraksi terhadap produsen maupun

in Business
penjual.

Penjual dapat langsung menawarkan kepada

customer yang terlah memiliki akun di website

Customer Relationship atau aplikasi mereka produk baru. atau adanya

event seperti diskon atau potongan harga.

Management
Social
Computing Social computing juga membantu perusahaan
pada divisi HRD dalam menyebarkan informasi

in Business
mengenai prekrutan karyawan dan
memudahkan pencari kerja untuk mencari
pekerjaan hanya melalui smartphone, tablet dan
laptop/komputer mereka. Juga perusahaan bisa
melaknasakan atau memberikan training
Human Resource dengan cara virtual.

Management