In the 21st century, media usage is a part of everyday life. Sociologist Dalton Conley describes this as the "weisure" lifestyle : work and leisure is increasingly blurred and it can be hard to differentiate between the two.[1] The acceptance of this lifestyle means that people must learn to navigate this new technology in both their everyday lives and in their businesses. The ability to capitalize on these new forms of media such as Google, YouTube, Facebook, and Twitter can allow both companies and individuals to profit, both economically, professionally, and personally.
Google
link
Google is an American company that deals with internet search, cloud computing, and advertising technology. Google identifies its mission as "organizing the world's information and making it universally accessible and useful." [2] The name "Google" is a reference to the mathematical term "googol", which is defined as a 1 followed by 100 zeroes (1 x 10^100).[3] Google sites are the second most visited websites on the internet with over 503,000,000 views a day (behind Microsoft's 507,000,000) [4] and may be most well known for their search engine or their numerous online applications, including:
Gmail - A free webmail client offering large storage space for users. There are approximately two hundred million Gmail users.
Google Calendar - A free calendar client offering the ability to store multiple schedules on the same calendar.
Google Docs - A free online document editing and storage solution offering real-time collaborative writing and easy document upload and conversion.
Google is one of the best known Search Engines. It was recently updated with "Instant Search", among various other features, after it was discovered that there were five things about search that were upsetting to users [5]
Personal Use
Unlike YouTube (which is owned by Google as of 2006), Facebook, and Twitter, Google's business does not rely exclusively on the social activity of each user. However, a user's interactions with Google's products build a unique, if somewhat hidden and understated, social profile. There are a number of ways users submit information to Google:
The Google Search retains all of the information that its users enter. Though most users are unaware of this fact, Google even goes so far as to categorize your searches into products, video, image, news, blogs, and books.View Google Search History
Google uses information found in e-mail client, such as a user's most contacted addresses and chat logs. See Google Buzz controversy.
Google uses Street View vans to (legally) take pictures of houses and places from street level
There are many who believe that Google, a company that relied on the saying "Don't be evil", may have started being careless with their users' personal information. Jason Hiner, Editor-in-Chief of TechRepublic, has said the following: "Google has never divulged many details about its internal policies for protecting user privacy. Google’s promise to users has always been something like: “Trust us. We’ll always keep the needs of users as our top priority.”
However, in the process of trying to make users the top priority and create a better user experience, Google was extremely careless about the overall privacy implications of Buzz. That naturally makes me wonder how serious they are about privacy in general and it makes me question the policies and procedures Google has in place to protect privacy."
There have been numerous occasions on which Google has been known to upset consumers with concerns of safety:
Google Buzz, launched this past year, was released with what Fox news called "serious privacy flaws". [6] Tomake starting a social network on this program simpler, Google opted to automatically add 'friends' by determining and selecting a user's most e-mailed and chatted contacts. They quickly backpedaled on this decision when there was a serious backlash.[7]
Google's Street View vans have been under considerable scrutiny regarding their legality and whether or not they are an invasion of privacy. Privacy International even goes so far as to say that companies like Google are "Hostile to Privacy." [8]
Beyond legal and technical concerns, there is a growing concern that Google is actually make people less intelligent. Leadbeater describes this and an amalgam of problems related to the internet, questioning whether we are too reliant on sites like Wikipedia and Google. [9]
Business Use
Office Tools
Google has provided office environments with a free office suite (for smaller companies) or a paid, larger-storage office suite for $50.00 per employee. Google's doc sharing is notable for it's ability to allow two users to edit the same document at the same time, in 'real-time'. As discussed in Gibson and Gibbs' "Unpacking the concept of Virtuality", the effect of Global Dispersion is the importance of electronic communication, and Google has made great strides in this area.
Unfortunately, Google had a less-fortunate attempt at furthering this effort in Google Wave. Google Wave was described as .software framework centered on online real-time collaborative editing". Google Wave failed after being released haphazardly and subsequently being left unused by most early adopters. For the most part, Wave's failure is attributed to a "lack of a coherent product definition."Why Google Wave Failed
Adsense
Adsense is "a free program that empowers online publishers to earn revenue by displaying relevant ads on a wide variety of content, including sit search results, websites, mobile webpages and apps, and feeds."[10]
Adsense determines what ads to show based on the type of webpage, the geographical location of the user browsing the website, and other secondary properties. Recently, however, Google has revealed plans to use information including the user browsing the webpage's search history as a factor to determine what ads are appropriate. Among the criticism of this decision is the idea that, although the content may be useful to the main user of a computer, that user might not want guests to be able to determine his search history based on his advertisements. Protect your privacy from Google AdSense’s new behavioral ads Search abilities
Distinction & Interaction
Many controversies have come from Google's occasionally questionable decisions to mix their users' personal information with their corporate customers' needs. Some of the controversies include the following:
Google Buzz (see above)
Google leaves a cookie on each user's computer detailing their search history. Originally this cookie was set to expire in 2038, but is now set to expire two years after the last time any user visits a Google site. Although there has never been evidence of such happening, some users are anxious that Google might expose this information to authorities. [11]
Street View (see above)
In addition to the aforementioned Street View controversy, Google 'inadvertently' picked up over six hundred gigabytes of information while using their Street View vans. This information could contain information such as internet passwords and search histories, and was taken from Wi-Fi not owned by Google. The FCC is looking into whether or not this invasion of privacy breaks the law. Huffington Post - FCC Opens Inquiry Into Google Street View's Data Collection
Created by Harvard students Mark Zuckerberg and Eduardo Saverin, Facebook.com has evolved “from a social networking site for U.S. college students into one of the fastest-growing Internet sites for both social and business contacts.” [12] Users can create profiles and connect with others though the site.
Personal Use
As an individual, the major use for Facebook is a social networking tool.
You begin by creating a profile, in which you list your basic demographic information. Once your profile is created, you can join a “network” based on your current workplace or school. This can link you with the profiles of other users in your network (co-workers or classmates). You can then become “friends” with others, in essence linking your profiles. Using Facebook’s “newsfeed” and “wall” features, you are able to share information, links, videos, and photos with your friends (either just one or to all).
Another feature of Facebook is the “like” option, which allows users to share with other users items such as your favorite movies, interests, and activities. Once you list these things, you begin to really network. For example, by liking a certain movie, you become part of a group of people that also like that movie.
Overall, Facebook can be used for individual use to establish bonds and maintain connections. Users can employ the site to network and interact with friends in a unique way that is only offered by Facebook.
Business Use
Businesses can use Facebook to connect with customers and users. Similarly, celebrities, musicians, and other public figures can create a page to connect with fans through the "like" feature. “Pages are for organizations, businesses, celebrities, and bands to broadcast great information in an official, public manner to people who choose to connect with them. Similar to profiles, Pages can be enhanced with applications that help the entity communicate and engage with their audiences, and capture new audiences virally through friend recommendations, News Feed stories, Facebook events, and beyond.”[13] By creating a page, businesses can reach and engage all of their customers that use Facebook at one time.
Fan pages can be created for local businesses, brands & products, organizations, artists, or public figures. For example, an individual “likes” a TV show such as Modern Family.[14] The administrator for the Modern Family fan page then posts items such as links, clips, and sneak previews to the profile, which can be viewed by those who “like” the page. This creates publicity and interest among the fan community of the show. Musicians use these pages in similar ways, creating event pages for concerts, creating special promotions for fans, and posting exclusive music to their pages.
Many charities and organizations also use Facebook pages to connect with supporters. Organizations such as Charity: Water [15] and Amnesty International [16] use their pages to not only interact with fans but create awareness and raise money for their causes.
Overall businesses can use Facebook to network in a unique way that connects the company with the public. Companies can receive feedback from customers in a new way: users can give them individual assessments of products and services. The site gives marketers unprecedented interaction with society and the ability to create authentic relationships with customers.
Advertising
Facebook provides a unique opportunity for advertisers as well. Brands and companies can use Facebook to target a more exact audience than on many other sites. Since users input information such as their age, location, and interests, Facebook can provide the advertiser space on the home pages of the exact demographic group targeted. Advertisers can also target those who "like" a certain page. For example, ABC can advertise similar shows to those who like Modern Family.
Distinction & interaction Between Personal Life and Work Life
Just as our work lives and personal lives are becoming intersected, our Facebook use is dynamically changing. Individuals are not only linked to friends, but to businesses and brands as well. One of the most important interactions created by Facebook is between the producer and the consumer. Fans can connect with public figures and entities on a more personal level. This connection allows companies, publicists, and marketers to interact with the consuming population in a way unlike ever before. The most important factor of this relationship is that it creates a grassroots campaign that almost fuels itself – a chain of publicity through visibility. Facebook has become an essential part of our everyday lives: users check their profiles and what their friends are doing daily. Since branding and marketing has also become intrinsic into our everyday life, and marketers can tap into this resource to target exact audiences daily. Although the benefits of this connection are vast, there are also a few drawbacks. As more people are connected, users need to create a clear distinction between their personal image and their professional image. the weisure lifestyle rules, so if you choose to be Facebook friends with coworkers, you have to watch what you say and do on the site. Any negative attention could influence your image in the workplace. Go to video This video explains the implications of mixing business with personal life on Facebook and the benefits of separating the two, utilizing a business-oriented social networking site, LinkedIn.
Twitter
link Twitter is a social network where users share information in small bursts of information called Tweets. Each tweet is 140 characters or less. Users include individuals, public figures, and businesses. Twitter’s interface is similar to Facebook’s “newsfeed” feature, where you can see the “tweets” of those you are following.
Personal Use
“Twitter is a real-time information network that connects you to the latest information about what you find interesting. Simply find the public streams you find most compelling and follow the conversations.”[17] Aside from sharing your personal thoughts, etc., users can connect and interact with friends who use the site. You can “retweet” what others say to your own twitter feed, sharing the blast with your followers. What makes twitter different from Facebook is that it is based solely on the conversation: it is only the small blasts of information, not the other features Facebook offers. Also, users can share more often than Facebook: the culture of Twitter allows for you to post more often than your status updates on Facebook.
Business Use
“Twitter connects businesses to customers in real-time. Businesses use Twitter to quickly share information with people interested in their products and services, gather real-time market intelligence and feedback, and build relationships with customers, partners and influential people.”[18] Businesses use Twitter in a way similar to Facebook: to supply information to customers and fans in a live, immediate way: "Every day, millions of people use Twitter to create, discover and share ideas with others. Now, people are turning to Twitter as an effective way to reach out to businesses, too. From local stores to big brands, and from brick-and-mortar to internet-based or service sector, people are finding great value in the connections they make with businesses on Twitter."[19] Customers are able to reach out to their favorite brands in a more personal way. Businesses can generate interest and public support through twitter based on these connections. 16 examples of huge brands using twitter for business Some examples of businesses that use Twitter:
Dell and Starbucks use twitter to give deals and create interest in new products
The connections made on twitter are similar to the connections made on Facebook: the interaction between brands, public figures, and companies with their users and fans is unlike any before. Brands become more accessible, people become more connected, and the world becomes smaller based on our ability to connect to those who were once inaccessible.
YouTube
YouTube is a video sharing website that offers many different features, and an active community of users. It doesn't matter if you just like to watch videos and comment on them, or if your main interest is in the production and sharing of videos, regarding your hobbies or interests.
Personal Use
To get further enjoyment from the site, it is recommended to join in with comments, active conversations, video responses and rate comments. Make certain that the videos which you share are your own production or creation, or they will be removed from the site.
To start off, you have to make an account in order to get all the wonderful features that YouTube has to offer. You use the search box when you have a specific term in mind and the "sort by" links can help you narrow down your search results. The browse tab allows you to search through general categories if you don't have a specific term in mind. For example, how to &Style, gaming, film & animation, music, people & blogs, etc. The homepage offers special sections to help you find the newest or most popular videos on the web. There are "most popular", "trending", and "spotlight" and "featured" sections for videos on the homepage.
As a member of the YouTube community, you are allowed to leave comments as well as "rate" them with a "thumbs up" or a "thumbs down". [20] You may also subscribe to channels, which have all of the videos uploaded by the specific user who owns it. Once you subscribe, you then receive all new videos that user uploads through your "Subscriptions" link next to the "Sign out" link, under your username. Also under your username are options for my channel, inbox, account, my videos, and favorites.Another aspect to being a part of the YouTube community is joining or creating groups. In a group, members may upload videos to then have discussions about them.
Media, Bypassing Conventional Formats
Just a few minutes of browsing videos on YouTube may lead one to believe that YouTube is a place for its users to express or share their ideas and videos with no rules. This is a reasonable assumption being that many videos on the site indeed, break certain rules dealing with morals and messages which may be offensive to specific viewers, especially those relating to religion, sex, race, etc. However, YouTube does have a set of rules all members are expected to follow. It is actually against these rules to post videos that [21] :
Are pornographic or sexually explicit
Contain frontal nudity (though bare behinds abound on YouTube)
Feature graphic violence
Include disturbing or disgusting video footage
Violate copyright laws
Contain hate speech, including verbal attacks based on gender, sexual orientation, race, ethnicity, religion, disability or nationality
Reveal other users' personal information
YouTube employees continuously check videos. However, there are way too many for them to be able to check the majority. With 35 hours of video uploaded to YouTube every minute, it is impossible for Google employees to go over every video to see if it is "appropriate" or not.
With this being said, YouTube relies heavily on community members to mark a video as inappropriate or not with the "flag" link which is shown under every video. This alerts YouTube staff members that the video's content appears to violate the terms of use. Every flagged video is reviewed by YouTube employees and if they believe it truly does violate one or more policies, the clip is removed from the site and if the violation is serious to a serious extreme, the user's account may even be deleted.
Although, these rules exist and videos are "flagged", plenty of room remains for users to upload videos with content which may be immoral, offensive, or unprecedented in one or more ways. Most of these videos gain a large amount of viewers and go a long time, if not the entire time, without ever being flagged. The users who upload these videos may successfully expose the content in the video(s) on YouTube but not through other mediums such as TV, radio,newspapers, etc. YouTube acts as the number one option for those who wish to share videos which may not get the same response as if they were shared through another medium. Many times, YouTube acts as the only option for certain users to share their videos with the fact that other mediums may not even consider it. Not to mention, YouTube is free while other mediums may be quite costly, making millions of users choose the site. It all comes down to the fact that YouTube allows you to upload what you want even if it may be somewhat risky and get feedback/viewers; all at no cost.
Meme Destruction
YouTube is a key player in giving opportunity for meme destruction. "The simple truth is that it is easier to get 'caught' doing something inappropriate and it is easier for people to publish defamatory materials." [22] Many videos, whether inappropriate or not, get a large amount of attention from viewers so that over time, the number of viewers grow. These videos become increasingly popular through word-of-mouth and some reach a shockingly large amount of viewers, to the point that it becomes a part of the culture to an entire generation in one or more countries, sometimes even worldwide. Some videos become so popular that they become a common joke or reference in typical conversation among people. The factor is that not all of these videos were created to have the effect it has on the viewers. A user may post a video with no intent of it being humorous and yet after a short period of time that same video acts as a joke or source of humor/entertainment for millions of viewers of all ages. This may be favorable to some of the users, but it can go wrong for others and this is meme destruction at its worse. Although YouTube may be a tool to boost your popularity and/or reputation, it may also be the key to defamation. Defamation being a result of YouTube video can have a wide range of effect on a company, group of people, or individual. In some cases, it may even have a strong psychological impact on an individual, usually the creator or character in the video. This impact may go from feeling slight discomfort to extreme depression. Users post videos with no idea of how many viewers it may get in the future, and this can be dangerous. Examples of internet personalities/jokes include: "Numa Numa" by Gary Brolsma, Liam Kyle Sullivan, Chris Rocker, Eli Porter, Antoine Dodson (Bed Intruder Song), Shane Dawson, Nigahiga.
Business Use
Direct Contact With Consumers
Numerous articles can be found online focusing on how to use YouTube to improve your business reputation, reputation management, and ways to use YouTube's services in an effective and positive way.By having a YouTube channel, businesses/companies may show their expertise, share knowledge, market and advertise products, and even attract new customers [23] . The most significant attribute is YouTube allowing businesses with a YouTube channel to have direct contact with consumers. This is acquired in a simple yet powerful ways. They may upload YouTube videos with information for individuals such as employees or consumers who may make use of it. This information may in fact impress viewers and make them turn into consumers or supporters or the company's products and/or services. Video clips may also show expertise or tips on how to use products or services, testimonials by customers, jobs or issues the company is dealing with, showing how the process works as well as any progress that has been made. Many consumers in today's market wish to see how a product, service, or company is before dealing with it. These videos may act as informants and even as "customer service" with videos that prevent any questions or concerns. Using YouTube exposes your business to have direct contact with millions of users and strengthen relationships between these businesses/companies and consumers.
Two great examples of YouTube acting as a factor of a business/company/group's reputation or success are BP and the White House:
BP on YouTube - BP's YouTube channel provides a variety of insight to what the company is about and what their intentions, current issues, and progressions are. They provide links to "Beaches and Cleanup", "Claims and Economy", "Health and Safety", "Restore Environment", and "Wildlife". Such links provide the viewer with overviews of specific tests, issues and procedures as well as messages from individuals whether its BP's Vice President or typical workers on the team.
White House on Youtube - The White House provides videos with members sharing their messages on specific issues and ideas. Other videos are informational, showing meetings, ceremonies and actions by members of the White House, including President Obama himself. An example of this is The President reading "The Night Before Christmas" to schoolchildren which acts as public relations itself, gaining a positive reputation for the White House and its intentions/causes.
Distinction and Interaction Although YouTube allows individuals, companies, and groups to demonstrate their ideas, talents, interests, etc. it must be done wisely. Users never know how wide their audience may become nor if their content will be used as they thought when the video was first uploaded. Viewers, whether they're family, friends, community members, strangers, or those you wish to work for, will develop an overall impression using the video(s) you have posted on the site. The site may allow one to feel free to be "themselves" on the internet, which can be completely appropriate until YouTube meets work life. This may be the point where judging (or at least that which actually counts) occurs and may prevent one from having great opportunities in the professional world. All in all, one must think twice about the content they provide on YouTube just as on other popular sites such as Facebook, Twitter, Google, and Myspace because an opportunity can be lost with just one "view" in the world of YouTube
Conclusion
This chart shows the growing dependence and addiction to sites like Facebook and Google. It details how the websites have become a part of our everyday lives and much of our day centers around usage.
Businessman Gary Vaynerchuk has made a business on telling people how they can capitalize on their passions using social media. He makes speeches and writes books about how networking on social media can open doors that weren't available in the past: you can reach the people you want (in this case, those who have the same passion as you) all at once time.
In the past, media was only print and broadcast: newspapers, magazines, and television were our only ways to connect. But the view of media is rapidly changing: the internet has expanded our connection to our friends, the news, public figures, and companies in an unprecedented way.[24] Social networks like Facebook and Twitter allow users to connect with brands and companies, making them more transparent. Businesses are able to share information with customers and fans in a way unlike before: news and messages are able to go to all users at one time. Users are able to create extensive peer networks transcending many dimensions of their lives.
Social media may also be important for users to develop their personal and business image. Similarly, businesses can shape their public image by using social media networks to spread information and press releases.[25]
Nahapiet, J., & Ghoshal, S. (1998). Social Capital, Intellectual Capital, and the Organizational Advantage. Academy of Management Review, 23(2), 242-266.
^ Roberts, L. M., (2005). Changing Faces: Professional Image Construction in Diverse Organizational Settings. Academy of Management Review, Vol. 30, No. 4, 685–711.
Virtual Communication in the Digital Age: Personal v. Professional
The Use of New Media for Personal and Business UseAlyssa Jacob, James Marion, & Daisy Garden
Table of Contents
In the 21st century, media usage is a part of everyday life. Sociologist Dalton Conley describes this as the "weisure" lifestyle : work and leisure is increasingly blurred and it can be hard to differentiate between the two.[1] The acceptance of this lifestyle means that people must learn to navigate this new technology in both their everyday lives and in their businesses. The ability to capitalize on these new forms of media such as Google, YouTube, Facebook, and Twitter can allow both companies and individuals to profit, both economically, professionally, and personally.Google
linkGoogle is an American company that deals with internet search, cloud computing, and advertising technology. Google identifies its mission as "organizing the world's information and making it universally accessible and useful." [2] The name "Google" is a reference to the mathematical term "googol", which is defined as a 1 followed by 100 zeroes (1 x 10^100).[3] Google sites are the second most visited websites on the internet with over 503,000,000 views a day (behind Microsoft's 507,000,000) [4] and may be most well known for their search engine or their numerous online applications, including:
Personal Use
Unlike YouTube (which is owned by Google as of 2006), Facebook, and Twitter, Google's business does not rely exclusively on the social activity of each user. However, a user's interactions with Google's products build a unique, if somewhat hidden and understated, social profile. There are a number of ways users submit information to Google:
There are many who believe that Google, a company that relied on the saying "Don't be evil", may have started being careless with their users' personal information. Jason Hiner, Editor-in-Chief of TechRepublic, has said the following:
"Google has never divulged many details about its internal policies for protecting user privacy. Google’s promise to users has always been something like: “Trust us. We’ll always keep the needs of users as our top priority.”
However, in the process of trying to make users the top priority and create a better user experience, Google was extremely careless about the overall privacy implications of Buzz. That naturally makes me wonder how serious they are about privacy in general and it makes me question the policies and procedures Google has in place to protect privacy."
There have been numerous occasions on which Google has been known to upset consumers with concerns of safety:
Beyond legal and technical concerns, there is a growing concern that Google is actually make people less intelligent. Leadbeater describes this and an amalgam of problems related to the internet, questioning whether we are too reliant on sites like Wikipedia and Google. [9]
Business Use
Office ToolsGoogle has provided office environments with a free office suite (for smaller companies) or a paid, larger-storage office suite for $50.00 per employee. Google's doc sharing is notable for it's ability to allow two users to edit the same document at the same time, in 'real-time'. As discussed in Gibson and Gibbs' "Unpacking the concept of Virtuality", the effect of Global Dispersion is the importance of electronic communication, and Google has made great strides in this area.
Unfortunately, Google had a less-fortunate attempt at furthering this effort in Google Wave. Google Wave was described as .software framework centered on online real-time collaborative editing". Google Wave failed after being released haphazardly and subsequently being left unused by most early adopters. For the most part, Wave's failure is attributed to a "lack of a coherent product definition."Why Google Wave Failed
Adsense
Adsense is "a free program that empowers online publishers to earn revenue by displaying relevant ads on a wide variety of content, including sit search results, websites, mobile webpages and apps, and feeds."[10]Adsense determines what ads to show based on the type of webpage, the geographical location of the user browsing the website, and other secondary properties. Recently, however, Google has revealed plans to use information including the user browsing the webpage's search history as a factor to determine what ads are appropriate. Among the criticism of this decision is the idea that, although the content may be useful to the main user of a computer, that user might not want guests to be able to determine his search history based on his advertisements. Protect your privacy from Google AdSense’s new behavioral ads
Search abilities
Distinction & Interaction
Many controversies have come from Google's occasionally questionable decisions to mix their users' personal information with their corporate customers' needs. Some of the controversies include the following:Facebook
linkCreated by Harvard students Mark Zuckerberg and Eduardo Saverin, Facebook.com has evolved “from a social networking site for U.S. college students into one of the fastest-growing Internet sites for both social and business contacts.” [12] Users can create profiles and connect with others though the site.
Personal Use
As an individual, the major use for Facebook is a social networking tool.You begin by creating a profile, in which you list your basic demographic information. Once your profile is created, you can join a “network” based on your current workplace or school. This can link you with the profiles of other users in your network (co-workers or classmates). You can then become “friends” with others, in essence linking your profiles. Using Facebook’s “newsfeed” and “wall” features, you are able to share information, links, videos, and photos with your friends (either just one or to all).
Another feature of Facebook is the “like” option, which allows users to share with other users items such as your favorite movies, interests, and activities. Once you list these things, you begin to really network. For example, by liking a certain movie, you become part of a group of people that also like that movie.
Overall, Facebook can be used for individual use to establish bonds and maintain connections. Users can employ the site to network and interact with friends in a unique way that is only offered by Facebook.
Business Use
Businesses can use Facebook to connect with customers and users. Similarly, celebrities, musicians, and other public figures can create a page to connect with fans through the "like" feature. “Pages are for organizations, businesses, celebrities, and bands to broadcast great information in an official, public manner to people who choose to connect with them. Similar to profiles, Pages can be enhanced with applications that help the entity communicate and engage with their audiences, and capture new audiences virally through friend recommendations, News Feed stories, Facebook events, and beyond.”[13] By creating a page, businesses can reach and engage all of their customers that use Facebook at one time.Fan pages can be created for local businesses, brands & products, organizations, artists, or public figures. For example, an individual “likes” a TV show such as Modern Family.[14] The administrator for the Modern Family fan page then posts items such as links, clips, and sneak previews to the profile, which can be viewed by those who “like” the page. This creates publicity and interest among the fan community of the show. Musicians use these pages in similar ways, creating event pages for concerts, creating special promotions for fans, and posting exclusive music to their pages.
Many charities and organizations also use Facebook pages to connect with supporters. Organizations such as Charity: Water [15] and Amnesty International [16] use their pages to not only interact with fans but create awareness and raise money for their causes.
Overall businesses can use Facebook to network in a unique way that connects the company with the public. Companies can receive feedback from customers in a new way: users can give them individual assessments of products and services. The site gives marketers unprecedented interaction with society and the ability to create authentic relationships with customers.
Advertising
Facebook provides a unique opportunity for advertisers as well. Brands and companies can use Facebook to target a more exact audience than on many other sites. Since users input information such as their age, location, and interests, Facebook can provide the advertiser space on the home pages of the exact demographic group targeted. Advertisers can also target those who "like" a certain page. For example, ABC can advertise similar shows to those who like Modern Family.By being able to isolate target audiences, marketers can maximize selling potential and create brand loyalty.
About Building Your Brand with Facebook
Distinction & interaction Between Personal Life and Work Life
Just as our work lives and personal lives are becoming intersected, our Facebook use is dynamically changing. Individuals are not only linked to friends, but to businesses and brands as well.One of the most important interactions created by Facebook is between the producer and the consumer. Fans can connect with public figures and entities on a more personal level. This connection allows companies, publicists, and marketers to interact with the consuming population in a way unlike ever before. The most important factor of this relationship is that it creates a grassroots campaign that almost fuels itself – a chain of publicity through visibility.
Facebook has become an essential part of our everyday lives: users check their profiles and what their friends are doing daily. Since branding and marketing has also become intrinsic into our everyday life, and marketers can tap into this resource to target exact audiences daily.
Although the benefits of this connection are vast, there are also a few drawbacks. As more people are connected, users need to create a clear distinction between their personal image and their professional image. the weisure lifestyle rules, so if you choose to be Facebook friends with coworkers, you have to watch what you say and do on the site. Any negative attention could influence your image in the workplace.
Go to video
This video explains the implications of mixing business with personal life on Facebook and the benefits of separating the two, utilizing a business-oriented social networking site, LinkedIn.
Twitter
linkTwitter is a social network where users share information in small bursts of information called Tweets. Each tweet is 140 characters or less. Users include individuals, public figures, and businesses. Twitter’s interface is similar to Facebook’s “newsfeed” feature, where you can see the “tweets” of those you are following.
Personal Use
“Twitter is a real-time information network that connects you to the latest information about what you find interesting. Simply find the public streams you find most compelling and follow the conversations.”[17]Aside from sharing your personal thoughts, etc., users can connect and interact with friends who use the site. You can “retweet” what others say to your own twitter feed, sharing the blast with your followers. What makes twitter different from Facebook is that it is based solely on the conversation: it is only the small blasts of information, not the other features Facebook offers. Also, users can share more often than Facebook: the culture of Twitter allows for you to post more often than your status updates on Facebook.
Business Use
“Twitter connects businesses to customers in real-time. Businesses use Twitter to quickly share information with people interested in their products and services, gather real-time market intelligence and feedback, and build relationships with customers, partners and influential people.”[18]Businesses use Twitter in a way similar to Facebook: to supply information to customers and fans in a live, immediate way: "Every day, millions of people use Twitter to create, discover and share ideas with others. Now, people are turning to Twitter as an effective way to reach out to businesses, too. From local stores to big brands, and from brick-and-mortar to internet-based or service sector, people are finding great value in the connections they make with businesses on Twitter."[19] Customers are able to reach out to their favorite brands in a more personal way. Businesses can generate interest and public support through twitter based on these connections.
16 examples of huge brands using twitter for business
Some examples of businesses that use Twitter:
Distinction & Interaction
The connections made on twitter are similar to the connections made on Facebook: the interaction between brands, public figures, and companies with their users and fans is unlike any before. Brands become more accessible, people become more connected, and the world becomes smaller based on our ability to connect to those who were once inaccessible.YouTube
YouTube is a video sharing website that offers many different features, and an active community of users. It doesn't matter if you just like to watch videos and comment on them, or if your main interest is in the production and sharing of videos, regarding your hobbies or interests.
Personal Use
To get further enjoyment from the site, it is recommended to join in with comments, active conversations, video responses and rate comments. Make certain that the videos which you share are your own production or creation, or they will be removed from the site.
To start off, you have to make an account in order to get all the wonderful features that YouTube has to offer. You use the search box when you have a specific term in mind and the "sort by" links can help you narrow down your search results. The browse tab allows you to search through general categories if you don't have a specific term in mind. For example, how to &Style, gaming, film & animation, music, people & blogs, etc. The homepage offers special sections to help you find the newest or most popular videos on the web. There are "most popular", "trending", and "spotlight" and "featured" sections for videos on the homepage.
As a member of the YouTube community, you are allowed to leave comments as well as "rate" them with a "thumbs up" or a "thumbs down". [20] You may also subscribe to channels, which have all of the videos uploaded by the specific user who owns it. Once you subscribe, you then receive all new videos that user uploads through your "Subscriptions" link next to the "Sign out" link, under your username. Also under your username are options for my channel, inbox, account, my videos, and favorites.Another aspect to being a part of the YouTube community is joining or creating groups. In a group, members may upload videos to then have discussions about them.
Media, Bypassing Conventional Formats
Just a few minutes of browsing videos on YouTube may lead one to believe that YouTube is a place for its users to express or share their ideas and videos with no rules. This is a reasonable assumption being that many videos on the site indeed, break certain rules dealing with morals and messages which may be offensive to specific viewers, especially those relating to religion, sex, race, etc. However, YouTube does have a set of rules all members are expected to follow. It is actually against these rules to post videos that [21] :
YouTube employees continuously check videos. However, there are way too many for them to be able to check the majority. With 35 hours of video uploaded to YouTube every minute, it is impossible for Google employees to go over every video to see if it is "appropriate" or not.
With this being said, YouTube relies heavily on community members to mark a video as inappropriate or not with the "flag" link which is shown under every video. This alerts YouTube staff members that the video's content appears to violate the terms of use. Every flagged video is reviewed by YouTube employees and if they believe it truly does violate one or more policies, the clip is removed from the site and if the violation is serious to a serious extreme, the user's account may even be deleted.
Although, these rules exist and videos are "flagged", plenty of room remains for users to upload videos with content which may be immoral, offensive, or unprecedented in one or more ways. Most of these videos gain a large amount of viewers and go a long time, if not the entire time, without ever being flagged. The users who upload these videos may successfully expose the content in the video(s) on YouTube but not through other mediums such as TV, radio,newspapers, etc. YouTube acts as the number one option for those who wish to share videos which may not get the same response as if they were shared through another medium. Many times, YouTube acts as the only option for certain users to share their videos with the fact that other mediums may not even consider it. Not to mention, YouTube is free while other mediums may be quite costly, making millions of users choose the site. It all comes down to the fact that YouTube allows you to upload what you want even if it may be somewhat risky and get feedback/viewers; all at no cost.
Meme Destruction
YouTube is a key player in giving opportunity for meme destruction. "The simple truth is that it is easier to get 'caught' doing something inappropriate and it is easier for people to publish defamatory materials." [22] Many videos, whether inappropriate or not, get a large amount of attention from viewers so that over time, the number of viewers grow. These videos become increasingly popular through word-of-mouth and some reach a shockingly large amount of viewers, to the point that it becomes a part of the culture to an entire generation in one or more countries, sometimes even worldwide. Some videos become so popular that they become a common joke or reference in typical conversation among people. The factor is that not all of these videos were created to have the effect it has on the viewers. A user may post a video with no intent of it being humorous and yet after a short period of time that same video acts as a joke or source of humor/entertainment for millions of viewers of all ages. This may be favorable to some of the users, but it can go wrong for others and this is meme destruction at its worse. Although YouTube may be a tool to boost your popularity and/or reputation, it may also be the key to defamation. Defamation being a result of YouTube video can have a wide range of effect on a company, group of people, or individual. In some cases, it may even have a strong psychological impact on an individual, usually the creator or character in the video. This impact may go from feeling slight discomfort to extreme depression. Users post videos with no idea of how many viewers it may get in the future, and this can be dangerous. Examples of internet personalities/jokes include: "Numa Numa" by Gary Brolsma, Liam Kyle Sullivan, Chris Rocker, Eli Porter, Antoine Dodson (Bed Intruder Song), Shane Dawson, Nigahiga.Business Use
Direct Contact With Consumers
Numerous articles can be found online focusing on how to use YouTube to improve your business reputation, reputation management, and ways to use YouTube's services in an effective and positive way.By having a YouTube channel, businesses/companies may show their expertise, share knowledge, market and advertise products, and even attract new customers [23] . The most significant attribute is YouTube allowing businesses with a YouTube channel to have direct contact with consumers. This is acquired in a simple yet powerful ways. They may upload YouTube videos with information for individuals such as employees or consumers who may make use of it. This information may in fact impress viewers and make them turn into consumers or supporters or the company's products and/or services. Video clips may also show expertise or tips on how to use products or services, testimonials by customers, jobs or issues the company is dealing with, showing how the process works as well as any progress that has been made. Many consumers in today's market wish to see how a product, service, or company is before dealing with it. These videos may act as informants and even as "customer service" with videos that prevent any questions or concerns. Using YouTube exposes your business to have direct contact with millions of users and strengthen relationships between these businesses/companies and consumers.
Two great examples of YouTube acting as a factor of a business/company/group's reputation or success are BP and the White House:
Distinction and Interaction
Although YouTube allows individuals, companies, and groups to demonstrate their ideas, talents, interests, etc. it must be done wisely. Users never know how wide their audience may become nor if their content will be used as they thought when the video was first uploaded. Viewers, whether they're family, friends, community members, strangers, or those you wish to work for, will develop an overall impression using the video(s) you have posted on the site. The site may allow one to feel free to be "themselves" on the internet, which can be completely appropriate until YouTube meets work life. This may be the point where judging (or at least that which actually counts) occurs and may prevent one from having great opportunities in the professional world. All in all, one must think twice about the content they provide on YouTube just as on other popular sites such as Facebook, Twitter, Google, and Myspace because an opportunity can be lost with just one "view" in the world of YouTube
Conclusion
This chart shows the growing dependence and addiction to sites like Facebook and Google. It details how the websites have become a part of our everyday lives and much of our day centers around usage.Businessman Gary Vaynerchuk has made a business on telling people how they can capitalize on their passions using social media. He makes speeches and writes books about how networking on social media can open doors that weren't available in the past: you can reach the people you want (in this case, those who have the same passion as you) all at once time.
In the past, media was only print and broadcast: newspapers, magazines, and television were our only ways to connect. But the view of media is rapidly changing: the internet has expanded our connection to our friends, the news, public figures, and companies in an unprecedented way.[24] Social networks like Facebook and Twitter allow users to connect with brands and companies, making them more transparent. Businesses are able to share information with customers and fans in a way unlike before: news and messages are able to go to all users at one time. Users are able to create extensive peer networks transcending many dimensions of their lives.
Social media may also be important for users to develop their personal and business image. Similarly, businesses can shape their public image by using social media networks to spread information and press releases.[25]
Google AdSense
Markoff, New York Times - "The tangled History of Facebook"
Modern Family Fan Page
Charity: Water
Twitter 101
How To Use YouTube Like A Pro
The Rules of Youtube
13 Ways to Use YouTube to Benefit Your Business
Nahapiet, J., & Ghoshal, S. (1998). Social Capital, Intellectual Capital, and the Organizational Advantage. Academy of Management Review, 23(2), 242-266.