Being Dialogic On The Semantic Web

In the previous parts, we walked the bridges connecting marketing communication and dialogic orientation to see dialogue as a sine qua non for communicating on the Web, especially in an enterprise communication context. In this part I want us to step on a road connecting dialogic communication to the lands of machine-readable content and the Semantic Web. Walking we will see marketing communications not only as artifacts and results of dialogic processes but also as artifacts built of and building data pieces and connections, published on the Web.

In Chapter 7: The Semantic Web And Its Contents we will explore the Semantic Web as a socio-technological construct summarizing its main intersections with digital marketing communications. We will look at the Semantic Web, its origins, development and current state and lay the foundations for understanding it as a key enabler for digital marketing communications their content.

In Chapter 8: Being Dialogic By Being Machine-Readable we will touch on the exact intersections between semantic technologies and digital marketing communications. We will pinpoint the affordances of the Semantic Web readily available to support dialogic communication.

Chapter 9: Honey, I shrunk The Dialogue With Schema.org! is a walk through the essence and importance of schema.org, a talk about its dialogic potential. We will see how schema.org affordances can be operationalized to create content that is meaningful to both humans and machines. I will share the framework I created which bridges (yes, one more bridge) dialogic communication and the use of formal standard descriptions of content through the schema.org vocabulary.