Advertisement

Managing Social Media Value Networks: From Publisher (Broadcast) to User-Centric (Broadband-Narrowcast) Business Models

  • Zvezdan Vukanovic
Chapter
Part of the Media Business and Innovation book series (MEDIA)

Abstract

The author argues that the media value networks in the twenty-first century have shifted from a traditional publisher (broadcast) to more innovative and digitally based user-centric (broadband-narrowcast) business models. Accordingly, in order to attain the sustainable competitive advantage of the user-centric business models media executives and companies are required to strategically adopt, implement and utilize increasingly interactive, mobile, wireless, pervasive, augmented, immersive, ubiquitous and digital business models of production, distribution as well as consumption. Furthermore the future of the media appears to be specifically oriented towards the establishment of networked, 3D, on-demand, broadband and unicast as well as multimedia and hypermedia models of distribution, communication and content creation. Thus, specific financial, technological, advertising, consumer and economic applications that need further implementations include: Micropayments; VoD, PPV—Pay-Per-View model, B2C and B2B marketing; 3D TV; sharing and usability of media content; mass personalization (customization) including more interactive and accessible as well as wireless and mobile user interfaces; long-tail economics; experience economy; market nicheization; tipping point; crowd sourcing; mesh company strategy; media content repurposing and UGC—User Generated Content (question–answer databases, digital video, blogging, podcasting, mobile phone photography and wikis).

Keywords

Social Networking Site Media Content User Generate Content Personal Brand Compound Annual Growth Rate 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Ames, M., & Naaman, M. (2007). Why we tag: Motivations for annotation in mobile and online media. Proceedings of the ACM SIGCHI Conference on Human Factors in Computing Systems, San Jose, CA.Google Scholar
  2. Anderson, C. (2006). The long tail: Why the future of business is selling less of more. London: Random House Business Books.Google Scholar
  3. Anderson, C. (2008). The long tail: Why the future of business is selling less of more. New York: Hyperion.Google Scholar
  4. Bakos, Y., & Brynjolfsson, E. (2000). Bundling and competition of information goods on the Internet. Marketing Science, 19, 63–82.CrossRefGoogle Scholar
  5. Benecchi, E., & Colapinto, C. (2011). Television and social media in the era of convergence and participation. In Z. Vukanovic & P. Faustino (Eds.), Managing media economy, media content and technology in the age of digital convergence. Lisbon: Media XXI.Google Scholar
  6. Blanco-Fernández, Y., Pazos-Arias, J. J., Gil-Solla, A., Ramos-Cabrer, M., & López-Nores, M. (2009). Broadcasting and personalization of user-generated contents in DVB-H mobile networks. Multimedia Systems, 15, 173–185.CrossRefGoogle Scholar
  7. Bloomberg L.P. (September, 2011) Womack, Brian (September 20, 2011). “Facebook Revenue Will Reach $4.27 Billion”. Bloomberg.com. Retrieved September 25, 2011 http://www.bloomberg.com/news/2011-09-20/facebook-revenue-will-reach-4-27-billion-emarketer-says-1-.html.Google Scholar
  8. Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230.Google Scholar
  9. Bruns, A. (2007, June). Produsage: Towards a broader framework for user-led content creation. Proceedings of the 6th ACM SIGCHI conference on Creativity & Cognition, Washington, DC, USA (consulted April 23, 2007) http://snurb.info/node/720
  10. Cattuto, C., Loreto, V., & Pietronero, L. (2007). Semiotic dynamics and collaborative tagging. Proceedings of the National Academy of Sciences, 104(5), 1461.CrossRefGoogle Scholar
  11. Cisco Visual Networking Index 2009-2014 white paper “Hyperconnectivity and the Approaching Zettabyte Era.”Google Scholar
  12. Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), 1–24.CrossRefGoogle Scholar
  13. Deuze, M. (2007). Convergence culture in the creative industries. International Journal of Cultural Studies, 10(2), 243–263.CrossRefGoogle Scholar
  14. Dokoupil, T., & Wu, A. (2010). Take this Blog and shove it! Newsweek, 156(7), 42.Google Scholar
  15. Doyle, G. (2002). Understanding media economics. New York: Sage.Google Scholar
  16. Dutta, S. (2010, November). What’s your personal media strategy. Harvard Business Review, 127–130.Google Scholar
  17. Edwards, T. (2009). User-generated content (pp. 18–19). April/May: MultiLingual.Google Scholar
  18. Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends”: Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12(4).Google Scholar
  19. eMarketing, January 2011 Facebook Now Has 800 Million Users, Adam Ostrow, September 22, 2011 http://mashable.com/2011/09/22/facebook-800-million-users/.Google Scholar
  20. Facebook Now Has 800 Million Users, Ostrow, A. (2011, September 22). http://mashable.com/2011/09/22/facebook-800-million-users/
  21. Gansky, L. (2010). The mesh: Why the future of business is sharing. London: Penguin Group.Google Scholar
  22. Ghose, A., & Ipeirotis, P. (2009). The Econo Mining project at NYU: Studying the economic value of user-generated content on the Internet. Journal of Revenue and Pricing Management, 8(2/3), 241–246.CrossRefGoogle Scholar
  23. Gladwell, M. (2002). The tipping point: How little things can make a big difference. New York: Little, Brown & Company.Google Scholar
  24. Golder, S., & Huberman, B. (2006). Usage patterns of collaborative tagging systems. Journal of Information Science, 32(2), 198–208.CrossRefGoogle Scholar
  25. Hoegg, R., Martignoni, R., Meckel, M., & Stanoevska-Slabeva, K. (2006). Overview of business models for Web 2.0 communities. Proceedings of GeNeMe - Gemeinschaften in Neuen Medien, Technische Universität Dresden.Google Scholar
  26. Howe, J. (2009). Crowdsourcing: Why the power of the crowd is driving the future of business. New York: Crown Publishing Group.Google Scholar
  27. Jenkins, H. (2006). Convergence culture. Where old and new media collide. Cambridge: MIT Press.Google Scholar
  28. Koh, J., Kim, Y., Butler, B., & Bock, G. (2007). Encouraging participation in virtual communities. Communications of the ACM, 50(2), 68–73.CrossRefGoogle Scholar
  29. Lacy, S., & Bauer, J. (2006). In A. Albarran, S. Chan-Olmsted, & M. Wirth (Eds.), Handbook of media management and economics. Mahwah, NJ: Lawrence Erlbaum Associates.Google Scholar
  30. Livingstone, S. (2004). The challenge of changing audiences. European Journal of Communication, 19(1), 75–86.CrossRefGoogle Scholar
  31. Marlow, C., Naaman, M., Davis, M., & Boyd, D. (2006). Tagging paper, taxonomy, Flickr. Proceedings of the 17th ACM Conference on Hypertext and Hypermedia, Odense, Denmark.Google Scholar
  32. Nielsen Global Online Consumer Survey. (2009, July). Trust, value and engagement in advertising. Nielsen Consumer Research, New York.Google Scholar
  33. Nov, O., & Ye, C. (2010). Why do people tag?: Motivations for photo tagging. Communications of the ACM, 53(7), 128–131.CrossRefGoogle Scholar
  34. Online Marketing Trends, 2010 YouTube Reaches 4 Bilion Views Per Day, Sarah Perez, January 23, 2012 http://techcrunch.com/2012/01/23/youtube-reaches-4-billion-views-per-day/.Google Scholar
  35. Peters, I. (2009). Folksonomies. Berlin: De Gruyter Saur.CrossRefGoogle Scholar
  36. Qualman, E. (2010). Socialnomics: How social media transforms the way we live and do business. New York: Wiley.Google Scholar
  37. Schaedel, U., & Clement, M. (2010). Managing the online crowd: Motivations for engagement in user-generated content. Journal of Media Business Studies, 7(3), 17–36.Google Scholar
  38. Smith, T. (2009). The social media revolution. International Journal of Market Research, 51(4), 559–561.CrossRefGoogle Scholar
  39. Snuderl, K. (2008). Tagging: Can user-generated content improve our services? Statistical Journal of the IAOS, 25, 125–132.Google Scholar
  40. Spinellis, D., & Louridas, P. (2008). The collaborative organization of knowledge. Communications of the ACM, 51(8), 68–73.CrossRefGoogle Scholar
  41. Stelzner, M. A. (2011, April). Social media marketing report. How marketers are using social media to grow their business. Social Media Examiner.Google Scholar
  42. Subramani, M. R., & Rajagopalan, B. (2003). Knowledge-sharing and influence in online social networks via viral marketing. Communications of the ACM, 46(12), 300–307.CrossRefGoogle Scholar
  43. Szabo, G., & Huberman, B. A. (2010). Predicting the popularity of online content. Communications of the ACM, 53(8), 80–88.CrossRefGoogle Scholar
  44. TechCrunch (2010) and Bloomberg L.P. (September, 2011) http://blog.twitter.com/2011/03/numbers.html.Google Scholar
  45. Tom Tong, S., Van Der Heide, B., Langwell, L., & Walther, J. B. (2008). Too much of a good thing? The relationship between number of friends and interpersonal impressions on Facebook. Journal of Computer-Mediated Communication, 13, 531–549.CrossRefGoogle Scholar
  46. Utz, S. (2009). The (potential) benefits of campaigning via social network sites. Journal of Computer-Mediated Communication, 14(2), 221–243.CrossRefGoogle Scholar
  47. van Dijck, J. (2011). “You” as in “You Tube”: Defining user agency in social media platforms, in … and Paulo Faustino, Managing media economy, media content and technology in the age of digital convergence. Lisbon: Media XXI.Google Scholar
  48. Vizjak, A., & Ringlstetter, M. (2003). Media management: Leveraging content for profitable growth. New York: Springer.Google Scholar
  49. Womack, B. (2011, September 20). Facebook revenue will reach $4.27 billion. Bloomberg.com. Retrieved September 25, 2011, from http://www.bloomberg.com/news/2011-09-20/facebook-revenue-will-reach-4-27-billion-emarketer-says-1-.html
  50. YouTube Reaches 4 Billion Views Per Day, Perez, S. (2012, January 23). http://techcrunch.com/2012/01/23/youtube-reaches-4-billion-views-per-day/

Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  1. 1.University of Donja GoricaPodgoricaMontenegro

Personalised recommendations