White Paper - Social Media - A Primer

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1 Social Media: A Primer

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international business coaching and training consultancy, specializing in communication principles and

media publishing. Dave is widely regarded as one of the top business coaches for Web 2.0

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Social Media: A Primer

Research suggests that social networking has become a headline grabbing phenomenon

that is rapidly growing (Klein, 2008). Instead of using social networking as a tool to simply

connect with people, entrepreneurs across the world are frequently trying to find ways to

utilize the trend of social networking as a business opportunity.

Studies suggest that social networking sites should be viewed as a complementary

device to the presence of businesses in order to promote success. Businesses should consider

the sites as an asset that is valuable and useful in gaining their companies positive attention. In

essence social networking sites, when used properly, should not be employed as a replacement

to the business traditional online presence (Klein, 2008).

As entrepreneurs are encouraged to use social networking sites to upgrade the faces of

their business, it is essential that they allocate time to peruse sites and experiment the

functionality of various sites in order to select a proper location that will allow them to promote

or seek business opportunities. While researching, one should factor in various characteristics

of the site that will compliment the central makeup of the business or opportunity to be

embarked.

Social networking sites are geared toward many different types of business orientations.

For example, some sites are best simply for business networking, while others are largely

influential as human resource tools. The Klein study (2008) proposes that there are many sites

used to gain exposure for larger audiences. It is noted that entrepreneurs should use sites like

Facebook to join networks based on their industry’s category to tap into other similarities in

relations to their business concepts and prospects. This will allow an opportunity for

businessmen to clearly establish their roles while keeping interactions focused on the specific

subject matter, at the same time not going through the vast amount of confusion often

experienced in business management.








Because the Internet is always open and available, another advantage of using social

networking sites for small business is the possibility of reaching more customers is greater than

using traditional forms of advertising (Advantages of Social Networking Sites, 2007). Many

advertisements are featured according to the price paid to utilize an ad, profiles ran through

social networking can be viewed for an indefinite amount of time as often as the user wish to

view the material.

The ability to provide a network of loyal customers and clientele is probably the greatest

advantage of using social networking sites (Advantages of Social Networking Sites, 2007).

Research shows that businesses who give communication access to their customers on a daily

basis are able to monitor and solicit their lists for more clients. Also becoming a part of multiple

groups in social networking adds credibility to a company and enhances their future support.

Nevertheless, profiles on the social network, allow small businesses to keep their customers

aligned with special offers and promotions as well as giving pertinent information as it pertains

to their business, through word of mouth technology through the Internet.

Social networking, as defined for the business online world, is above and beyond about

forming communities of shared interest, and giving people in these communities’ tools to come

together, communicate with each other, and produce meaningful content that is important, as

it pertains to their business (Marks, 2009). Online social networking allows entrepreneurs to

dramatically expand their business social networks, while finding others with shared business

ideas and values; thus, making social networks an entrepreneur’s business recruiter and keeping

machine.

Social networks also provide tools for businesses to become content producers as well

as a multimedia outlet and a place for reviews and videos to display (Klein, 2007). Businesses

are able to share themselves with their personal communities, becoming publishers by

participating. The content that is on the network does not come from the publisher, therefore

allowing users (businesses) an opportunity to bring to the table personal communications tools,

plus management and oversight to keep the community in order.






For both businesses and personal communication, social networking represents a

promising new line of business. Researchers have found that organizations, which can move

their customers or members to interact with each other online on a regular basis, have a

potentially large increase in success due to the increase in web traffic for their brand. It is

therefore evident in these findings that social networking should be considered by any

organization with a tight customer or user base (Klein, 2007). Companies that are not already in

the media business can consider getting into via social networking to increase their popularity

or enlarge their image.

An example of an industry that embraces social media is the National Football League.

Studies show that various teams have begun to transition their websites form one-way

marketing vehicles to highly participative two-way hosted online communities (Baker, 2005). It

is reported that the Indianapolis Colts, in 2007, unveiled a MySpace page. The Colts has since

become an example of a company with a passionate customer base for which it can provide an

environment for social networking among fans and thus monetize online fans.

In the past, before the Internet, corporations communicated with their customers and

potential customers, with marketing and sales pitches geared toward them from the corporate

height. If there were any communication from the customers, it was mostly in the form of

private communication, with barriers in the way that slowed consumer communication from

getting to higher authority. The online transformation changed the course of this type of

communication by providing a megaphone and a means to talk to anyone else, no matter

whom they are within an organization (Baker, 2005). If consumers are dissatisfied with a

service, they can now augment their opinions on blogs, online discussion forums, and consumer

product review websites, or just express their thoughts through various networking sites.

The core relationship between businesses brand and customers has been changed

through what is commonly called Web 2.0 (where social networking falls in the category along

with grassroots media, consumer generated content, online community building, etc)

communities (Outing, 2007). For the most part, studies show that consumers trust their

network, which the most profound change is shaped by Web 2.0. Most people count on the






opinions of other consumers when making purchasing decisions; thus, because of social

networking people have lots of friends to gain advice from as it pertains to the quality of

services rendered by a business. Friends may be members of an online community or forum,

who have some expertise and are willing to share their opinions online. Product reviews

rendered online by mere strangers or response to questions in a forum serve as valuable tools

for customers who are utilizing social networking for conducting business opportunities.

Media and news organization have taken a while to become accustomed to the social

networking revolution, but presently most have recognized he importance of opening up to

reader interaction and reader produced content communities (Outing, 2007). Media have

identified the fact that when audiences are passionate about something, they should be

enabled to participate in the forum of discussion and not otherwise be just spoon-fed

information.

Within the news arena of media, allowing staff-written stories and other subject matters

to reader comments has developed to more news operations that support two-way, interactive

media practices, that allows the audience an opportunity to share and publish what they feel

and know, while interacting with the editors and reporters, as well as interacting with other

audience members (Outing, 2007). This practice has left behind the old we know best idea of

journalism that has ranked favorably in giving the news a bad image.

Various media industries are taking rational movements by experimenting with social

networking in order to take advantage of what social media has to offer their consumers

(Outing, 2007). Marketwatch.com, owned by Dow-Jones, launched a social networking feature

in the summer of 2007. The site allows users to predict the values of particular stocks, allowing

the user who scores best to become listed while enjoying the acclaim. This site is an example of

the intriguing concept that demonstrates an audience of people who are passionate about a

particular idea (stocks), are enabled to participate and communicate.

There are tremendous benefits for companies to host social networks and online

communities (Teck-Young, 2005). The social networks provide a place to bring people together

to share their common interests and ultimately find one another. Social networking gives






businesses an opportunity and avenue to converse with other companies directly, leaving out

the middle passages that sometimes disrupt a good business rapport.

As with any type of communication, there are some rules as it relates with social

networking and an ethical mannerism (Teck-Young, 2005). These regulations serve in the best

interests of both the businesses and the consumers. Research suggests that any websites that

invites public participation needs a well thought out terms of service, which is agreed upon

entering into registration of the site. No plagiarism or spamming content should be posted on

sites featured, as well as no abusive behavior toward other members, pornography, or

offensive images. These rules should tell users what is and is not accepted on the sites. When a

company decides to host an online social community, it should also expect that sometimes

things will be published that they will not be partial to as it relates to business. It is by nature of

conversational marketing and media that businesses are almost always not keen of others

businesses and their styles and techniques.

The worst thing that a company may allow as a host to a social network is to selectively

remove posts by website users that are negative to their company. Businesses should always

realize the fact that they cannot control the comments of their customers; thus allowing

freedom of speech to their users while not going beyond their terms of service (Teck-Young,

2005). Marketers who use social networks and disguise their identity or do things unethical can

be damaging to their business. It is suggested that when employing an online community for

business, companies should be upfront about their identities. Many companies have deployed

buzz marketers to online social communities. These are personnel inserted into the community

who pretend to be normal consumers of a brand, and post positive reviews are posts in favor of

the market presented.

As it is important to be honest about the self identity within an online community, it is

equally important to be honest about the company that is represented (Teck-Young, 2005).

Community hosts should acknowledge companies in which they represent, for example if they

are independent, they should recognize the company in which compensates their business. As






it may be tempting for marketers to secretly blend in to the community to get their message

across, it may also be a disadvantage for future business.

One of the many advantages for businesses when utilizing the social network is that

users (consumers) will periodically post a good review about the business featured. If by chance

the review is featured on an advertisement for the brand featured for the company, it is in the

safety of the organization to have permission for the use of the review (Teck-Young, 2005).

Social networking in terms of business and marketing has heightened many aspects of

communications. Radio giant Clear Channel has made a commitment to social media by starting

social networking sites for several of its stations in major US markets (Teck-Young, 2005). These

sites include basic social networking functionality, such as profiles; letting users make new

friends; allowing comments on content; posting photos and videos; blogging; and voting on

content. Clear Channel, like other business venues has envisioned the station social networks

as a means for better connection between their audiences and consumers.

Overall, media all over the world has joined the social networking revolution. By adding

more social networking functionality, magazines and news organizations have stepped up their

interaction with audiences (Atal, 2007). Social interaction has allowed media to become more

interactive and conversational with users. Communities are open to areas that allow their users

with such things as sharing recipes, personal chatting, comments on national news

commentaries, or just creating profiles for businesses.

In essences, businesses all over the world have realized that giving a voice to consumers

as well as making readily available advertisement to attract consumers is a smart business

investment. Social networking has allowed entrepreneurs and consumers to express their

considerable expertise and passion with online communities with the same or similar interests

(Atal, 2007).

Social networking is defined as the grouping of individuals into specific groups (Chafkin,

2007). It could be compared to a neighborhood subdivision, or a small rural group. Social

networking can occur between individuals in person for instance in schools or at work. The






most popular type of social networking today is conducted online. The Internet allows for more

individuals who are willing to have contact with others as well as more variation in terms of

socializing.

With access to social networking websites, users can share their lives with other people

without needing to create their own home pages (Chafkin, 2007). These websites also provide

an important link between users that allows friends to communicate directly with each other.

Because people often have friends from different places and at different stages of life, social

networking sites provide an opportunity to keep in touch with old friends and to meet new

people as well.

While there are many sites that encourage specific types of relationships, there are

others referred to as traditional social networking sites, which allow any individual to join.

Traditional sites are used to gather members in a more non-specific style (Chafkin, 2007). These

sites have open membership to anyone regardless of their interests, beliefs, or views. Once an

individual joins, they are then entitled to form their own communities and network of friends,

while eliminating those that do not share their interests.

Although many social networking sites are designed for wide access, many attract the

same populations initially (Chafkin, 2007). Therefore it is not uncommon to find segregated

sites. These sites are usually identified by users of the same nationality, age, educational level,

or other aspects that typically divides society, even if it is not the intention of the designer.

There are many factors that make social networking sites unique. One important aspect

of social sites is the fact that they allow users to be expressive in articulating visibly their social

networks. This feature allows connections between people who otherwise may never have

connected (Sundén, 2003). On the other hand, some of the larger social network sites, users are

not necessarily networking, or looking to meet new people; they are merely staying in connect

with individuals who are already a part of their extended social group.

Social network sites have a variety of technical features, but its most valuable asset is

the use of profiles (Sundén, 2003). Profiles are pages used to bring individuals to life online. A






description is set up to include personal information such as age, height, birth date, and sexual

orientation. Most sites also encourage their users to submit a picture to post. Some sites, such

as Facebook, allow users to enhance their sites by incorporating multimedia content or

adjustment to their profile overall look.

Access and visibility of profiles vary by sites and users discretion (Sundén, 2003). Some

sites are acquired through search engines allowing anyone visibility to profiles regardless of

whether the viewer has an account. Sites like MySpace gives users a choice of whether or not

they want their profiles to be public or only open to their network of friends. There are other

sites that only allow access to profiles based on whether the user has a paid account. On the

other hand, Facebook users who are of the same network automatically are allowed to view

each other’s profiles. The variations of how visibility is allowed, is a primary aspect of how many

social networks sites are differentiated.

Once a person has joined a social site, he or she is prompted to identify other users

whom they are within a relationship. These relationships are usually given terms such as

Friends or Contacts (Sundén, 2003). The term Friends, however can be misleading because the

connection could not necessarily mean friendship in the everyday lingo sense, because most

users have varied reasons for connecting on social networking sites.

Many social networking sites provide a mean for users to leave messages on their

profiles (Sundén, 2003). Characteristically, the feature involves leaving comments, though many

other labels are used to describe this feature. A private messaging feature is also available on

most sites, allowing confidential comments to be employed. Both types of messages are

popular on most large social sites, but they are not always widely available.

Beyond profiles, Friends, comments, and private messaging, other features and user

base vary greatly among social networking sites (Sundén, 2003). Many have photo and video

sharing resources, while others have instant messaging and built-in blogging. There are also

mobile detailed features, as the one currently used by Dodgeball, l available to these sites,

while some sites such as Facebook and MySpace support a limited amount of mobile

interactions.






Like many other online environments where individuals deliberately are able to build an

online representation of self , social networking sites make up a vital research framework for

scholars investigating processed of impression management, self-presentation, and friendship

performance (Donath and Boyd, 2004). Friendstar, a leading global social network, allow users

to negotiate presentations of self and connect with others. This type of public display of

connection serve as important characteristic signals that help people steer the social world of

networking.

Despite the fact that most social networking sites encourage users to construct true

representations of themselves, participants do this at a contrast of levels (Donath and Boyd,

2004). Controversy surrounds the idea of authenticity as it refers to profiles. Users on many

sites have complex strategies they use to negotiate in building their profiles, while others never

have real profiles of themselves. A lot of sites force validity by requesting things such as a real

photo instead of a drawing. On the other hand, the extent of which items submitted are

authentic or playful varies across sites.

It is concluded through research that most social networking sites first and foremost

support pre-existing relationships (Donath and Boyd, 2004). Many sites such as Facebook are

used to maintain existing offline relationships or make solid old relationships as opposed to

meeting new people. The relationships may have weak links for many reasons, but typically

there is an element among the individual such as a shared school or class that links them.

Many reports support the fact that most users engage in searching for people whom they have

an offline connection with than rather than browse for complete strangers to meet. It is also

noted that most teenagers who use social networking sites do so to connect with friends.

Communicating through social media has become a primary source in home

entertainment. Most communicators use it merely as an instrument for work. The Williams and

Williams study, 60 percent of a sample of 3500 members participating in an International

Conference partake in blogs and use social networking sites such as Facebook at home, while

another 40 percent use these devices at work. Another 50 percent used media aligned with

video production, such as YouTube at home, with only 28 percent using these video sharing






instruments at work. Research concludes an inconsistency among users willingness to use social

media devices at home and their readiness to utilize these instruments at work (Williams &

Williams, 2008).

Social media is defined as the online technologies and practices people use to share

knowledge and opinions (Williams & Williams, 2008). It is noted that social media encourages a

transference from the televised model of communication to a model that is grounded in

conversations. Social media uses many people to connect information in a collaborative style,

through means such as blogs, wikis and podcasts.

The results suggest that 20 percent of social networking participants are ready, willing

and able to lead change with social media (Williams & Williams, 2008). These communicators

are deliberately planning and using social media in their exchange of ideas through

communication strategies at their workplaces. The study shows that participants at work are

moving forward by using social media to influence their businesses’ overall functionality.

Recent findings have concluded that the introduction of social media tools as the most

innovative change to communication since the launching of the Internet (Williams & Williams,

2008). The study notes that the integration of social media tools involves leadership and

corporate-culture issues. As the social media revolt moves ahead, users of social media have

three very important options. They can first and ultimately use their leadership abilities to

create plans; secondly, they can accept their positions in managing other communicators’

strategies, and lastly, and the most unfavorable option, is to follow the directions of others.

Another factor of social media is the leadership capabilities of audiences who use social

media (Williams & Williams, 2008). The study noted that leadership experts define leadership

as the process of one person influencing another. Through social media, communicators are

able to energize align and excite their followers through an open communication environment.

Social media allows the audiences a chance to become active without the sense of yielding to

be controlled.






Findings in the Williams and Williams study revealed that 25 percent of current internal

and external social media users are committed to the use of social media. It is noted that over

half of these communicators will allow social media as a priority tool of use for their

communications (Williams & Williams, 2008). Forty percent of corporate users were prepared

to alter how they communicate by assimilating social media tools.

Blogs, RSS feeds and podcasting were found to be the social media application with the

biggest impact for many organizations (Williams & Williams, 2008). Research found that more

than 40 percent of respondents used one or more of these devices; with 58 percent using blogs.

Many users projected that blogs would be their choice of use in the future, and plans for the

use of social media will exist throughout their existence.

Social media throughout its entirety impacts audiences of all characteristics.

Communicators believe that customers and employees are the most affected by social media.

Nearly half of all businesses see social media essentially changing how they communicate with

their employees and customers (Williams & Williams, 2008). Very few organizations see no

impact of social media on how they communicate with their patrons. The study found that

communicators as an overall find very little impact of social media in terms of communication

with shareholders, government or with the financial community. A third group of components

revealed that social media caused necessary change in communication within the media.

As social networking continues its realm of being an arrangement of people connected

to one another through interpersonal ways such as friendships, ideas, or interests; social

networking was created long before the idea of the Internet (Coyle & Vaughn, 2008). Social

network came into existent under the idea that humans are social beings and require

socialization in the way of relationships in order to survive. The need to belong and bond

emotionally with others was noted back in 1958 in the Harlow Study of infant monkeys and

their mothers.

Today, computers that are networked allow social networking to expand and grow in

forms that were previously not accepted (Coyle & Vaughn, 2008). Most social networking sites






supports communication with others by giving directories of related user groups, opportunities

for self portrayal, content uploads, and a system to use for recommendations.

Research has found that social networking allow users the ability to become creative

and expressive, a factor that is in no comparison with other forms of communications (Coyle &

Vaughn, 2008). Users are allowed to share rich content of expression in their ideas, while

bridging a gap where other communicators are unable to reach. It is

Although technology is changing at a rapid rate, people as social beings are not

necessarily changing in their basic social drives. Thus social networking has not transformed

communication, but it has simply become another form of communication that is evolving over

time with the aid of modern technology (Coyle & Vaughn, 2008). The findings suggest that

social networking allow capabilities in many aspects, but there are few things such as predicting

compatibility when meeting new people, that social networking lingers. Because the art of

being social is a multisensory occurrence in terms of mating, communication based on the

foundation of technology cannot replicate human socialization in this arena. Time spent with a

person, and face to face meetings in a physical content will continue to influence and command

growth within a person’s relationship.

Social networking sites have deeply become embedded in the everyday lives of users. It

serves as an outlet of varied communication throughout the world and the connection of

people in all social settings (Donath and Boyd, 2004). It is therefore evident that through

connecting individuals to one another, social networking has obviously become an integral part

of everyday life for most people.






References

Advantages of social networking sites. (2007). Retrieved on July 15, 2009 from

http://advertising.superpages.com/.html

Atal, M., (2007). Profiting from social marketing. Retrieved on July 14, 2009 from http://www.businessweek.com/.html

Baker, S., (2005). Social media is changing business. Retrieved on July 14, 2009 from http://

www.businessweek.com/.html

Chafkin, M. (2007). Checking out facebook.com: The impact of a digital trend on academic

libraries. Information Technology and Libraries, 26(1), 23.

Coyle, C.L., & Vaughn, H., (2008). Social networking: communication, revolution or evolution?

Journal of Advertising Research, 13(2) 13-18.

Donath, J., & Boyd, D. (2004). Public displays of connection. BT Technology Journal, 22 (4),

71-82.

Klein, K. E., (2008). Are social networking sites useful for business? Retrieved on July 16, 2009

from http:// www.businessweek.com/.html

Klein, K.E., (2007). Use social media to develop business. Retrieved on July 9, 2009


Marks, G., (2009). Beware social media marketing myths. Retrieved on July 16, 2009


Outing, S., (2007). Enabling the social company. Retrieved July 9, 2009 from http://

www.enthusuastgroup.com/.html

Sundén, J. (2003). Unraveling the taste fabric of social networks. International Journal on

Semantic Web and Information Systems, 2(1), 42-71.

Teck- Young, E., (2005). An empirical analysis of the influence of cross-relational impacts of

strategy analysis on relationship performance in a business network context. Journal of

Strategic Marketing, 13, 219-237.

Williams, T., & Williams, R., (2008). Adopting social media: Are we leaders, managers, orfollowers? Communication World, 34-37.











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White Paper - Social Media - A Primer