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 2022-01-25 16:00:09

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外文翻译

The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term lsquo;lsquo;Social Mediarsquo;rsquo; exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds.Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.

社交媒体的概念是当今许多企业高管的首要议程。决策者和顾问们都试图找出公司如何利用维基百科、youtube、facebook、second life和twitter等应用程序实现盈利。然而，尽管有这种兴趣，人们对“社交媒体”这个词的确切含义的理解似乎非常有限；本文打算提供一些澄清。我们首先描述社交媒体的概念，并讨论它与相关概念（如Web2.0和用户生成的内容）的区别。基于这一定义，我们随后提供了一个社会媒体分类，该分类将当前在广义术语下包含的应用程序按特征分为更具体的类别：协作项目、博客、内容社区、社交网站、虚拟游戏世界和虚拟社会世界。最后，我们为决定使用社交媒体的公司提供10条建议。

According to Forrester Research, 75% of Internet surfers used lsquo;lsquo;Social Mediarsquo;rsquo; in the second quarter of 2008 by joining social networks, reading blogs, or contributing reviews to shopping sites; this represents a significant rise from 56% in 2007. The growth is not limited to teenagers, either; members of Generation X, now 35—44 years old, increasingly populate the ranks of joiners, spectators, and critics. It is therefore reasonable to say that Social Media represent a revolutionary new trend that should be of interest to companies operating in online space–—or any space, for that matter.

根据Forrester Research的数据，2008年第二季度，75%的互联网冲浪者通过加入社交网络、阅读博客或对购物网站进行评论来使用“社交媒体”；这一比例从2007年的56%显著上升。增长也不限于青少年；X一代的成员，现在35-44岁，越来越多的加入者、旁观者和批评者。因此，有理由说，社交媒体代表了一种革命性的新趋势，对于在网络空间或任何空间运营的公司来说，都应该感兴趣。

This article discusses the challenges and opportunities that emerge from this evolution for firms, and provides structure to better understand the rapidly evolving field of Social Media. We begin by providing a definition and classification of Social Media by looking at their historical roots, technical specificities, and differences from other entities such as Web 2.0 and User Generated Content. We then focus on six types of Social Media–—collaborative projects, blogs,content communities, social networking sites, virtual game worlds, and virtual social worlds–—and present ways in which companies can efficiently make use of these applications. Based on this analysis, we then derive a set of 10 recommendations companies should follow when thinking about developing their own Social Media strategy, be it with respect to these aforementioned types or other applications which might emerge in the future

本文讨论了企业在这一演变过程中所面临的挑战和机遇，并提供了更好地理解快速发展的社会媒体领域的结构。我们首先从社会媒体的历史渊源、技术特性以及与其他实体（如Web2.0和用户生成的内容）的差异入手，对其进行定义和分类。然后，我们将重点放在六种类型的社交媒体上——协作项目、博客、内容社区、社交网站、虚拟游戏世界和虚拟社交世界——并介绍公司可以有效利用这些应用程序的方法。基于这一分析，我们得出了公司在考虑发展自己的社交媒体战略时应遵循的10条建议，无论是针对上述类型还是未来可能出现的其他应用。

As highlighted, the idea behind Social Media is far from groundbreaking. Nevertheless, there seems to be confusion among managers and academic researchers alike as to what exactly should be included under this term, and how Social Media differ from the seemingly-interchangeable related concepts of Web 2.0 and User Generated Content. It therefore makes sense to take a step back and provide insight regarding where Social Media come from and what they include.

正如所强调的，社交媒体背后的理念远不是突破性的。然而，管理者和学术研究者似乎对这个术语下到底应该包含什么内容，以及社交媒体与Web2.0和用户生成的内容看似可互换的相关概念有何不同感到困惑。因此，退后一步，洞察社交媒体的来源和内容是有意义的。

By 1979, Tom Truscott and Jim Ellis from Duke University had created the Usenet, a worldwide discussion system that allowed Internet users to post public messages. Yet, the era of Social Media as we understand it today probably started about 20 years earlier, when Bruce and Susan Abelson founded lsquo;lsquo;Open Diary,rsquo;rsquo; an early social networking site that brought together online diary writers into one community. The term lsquo;lsquo;weblogrsquo;rsquo; was first used at the same time, and truncated as lsquo;lsquo;blogrsquo;rsquo; a year later when one blogger jokingly transformed the noun lsquo;lsquo;weblogrsquo;rsquo; into the sentence lsquo;lsquo;we blog.rsquo;rsquo; The growing availability of high-speed Internet access further added to the popularity of the concept,leading to the creation of social networking sites such as MySpace (in 2003) and Facebook (in 2004).This, in turn, coined the term lsquo;lsquo;Social Media,rsquo;rsquo; and contributed to the prominence it has today. The most recent addition to this glamorous grouping has been so-called lsquo;lsquo;virtual worldsrsquo;rsquo;:computerbased simulated environments inhabited by threedimensional avatars. Perhaps the best known virtual world is that of Linden Labrsquo;s Second Life (Kaplan amp; Haenlein, 2009c).

到1979年，杜克大学的汤姆·特拉斯科特和吉姆·埃利斯创建了一个全球讨论系统，允许互联网用户发布公共信息。然而，我们今天所理解的社交媒体时代可能始于20年前，当时布鲁斯和苏珊·艾伯森创立了“开放日记”，这是一个早期的社交网站，将在线日记作者聚集到一个社区。“we blog”一词最初是在同一时间使用的，一年后，当一位博主开玩笑地将“we blog”这个名词改为“we blog”一句时，它被截断为“blog”。高速互联网接入的日益普及进一步增加了这一概念的流行，导致诸如myspace（2003年）和facebook（2004年）等社交网站的创建。这反过来又创造了“社交媒体”一词，并促成了它今天的突出地位。最近加入这个迷人的群体的是所谓的“虚拟世界”：基于计算机的模拟环境，居住着三维虚拟人物。最著名的虚拟世界也许是林登实验室的第二人生（Kaplanamp;Haenlein，2009c）。

When Web 2.0 represents the ideological and technological foundation, User Generated Content (UGC) can be seen as the sum of all ways in which people make use of Social Media. The term, which achieved broad popularity in 2005, is usually applied to describe the various forms of media content that are publicly available and created by end-users. According to the Organisation for Economic Cooperation and Development (OECD, 2007), UGC needs to fulfill three basic requirements in order to be considered as such: first, it needs to be

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