Developments in Social Networking Sites - Literature review Example

?Running Head: Developments in Social Networking Sites Developments in Social Networking Sites [Institute’s Developments in Social Networking Sites The inception and popularity of Social Networks sites has been a sort of renaissance for social interaction. Where once weekends were the only time people could pull away from their desks and make time for friends and family, social networking sites have literally created virtual social centers with their own culture and rules where people can constantly connect to each other. The initial purpose of these sites, which was to enhance social interactions, has spilled over in a great magnitude and is influencing all aspects of society including politics, economics, environment, and ethics. Moreover, this effect is expanding exponentially due to ongoing research and consistent development of these sites. The terms ‘A web of networks’, ‘Age of Connections’ and ‘Human Web’, all ring familiar as well-known descriptions of this century. These terms however, also ring ironic as simultaneously one can argue that ours is an age of individualization, social fragmentation, and independence. “The world may never have been freer, but it has also never been so interconnected and interdependent” (Mulgan, pp. 1, 1997). It can be argued that this conflict in evaluation may be partially due to the literal web of networks that is the internet that keeps us interconnected and constantly updated on each other’s lives, whether it is through a Tweet or a picture upload on Facebook. Therefore, with mobility of work and fragmentation of lives, social media has developed as a response to a need for contact accounting for its growing momentum of impact. In a standard definition, social media is a type of online media that “expedites conversation as opposed to traditional media, which delivers content but does not allow readers, viewers, and listeners to participate in the creation or development of the content” (Durham, pp. 1-3, 2011). Instead of people meeting each other and communicating face-to face or even picking up the telephone, people talk to each other on Facebook thus rendering social interactions and relationships empty and superficial and that these sites may be turning us into introverted computer geeks. Dr. Burke however argues as to how social media brings us together despite the criticism. "There's a sense of connection between people that's built through social media. And I think that some people who may not feel the ability to do that in a face-to-face way or in a classroom can excel in building some interpersonal relationships though social media" (Durham, pp.2, 2011). Despite a regulated level of intimacy and depth, one cannot downplay the need and importance of social networking sites. They have arisen in a time when there is a threat to interaction due to time and space. Thus, considering that the social effect of these networking sites is established, the question arises as to how and why these sites continue to influence all other fields of life. Take for example, the London Riots and the central role that Facebook and Twitter played in them. In fact, some newspapers and commentators were quick to blame social networking sites for initiating the riots and gathering the masses by re tweeting pictures of burning cars and encouraging more people in the area. Twitter has developed an option where people by simply typing in #Londonriots could gather scores of information and opinions on the site about the riots (Williams, 2011). Such a mob mentality on a virtual level shows how social media has savvied politics. Another blatant example of the connection between social media and politics comes from Philippines in 2001 during the impeachment trial of President Estrada. “Less than two hours after the announcement of the decision, crowds of enraged Filipinos gathered on Epifanio de los Santos Avenue. On a large basis, text messages and forwards reading ‘Goto ESDA, wear blck’ arranged this protest (Shirky, pp.1, 2011). Social media is particularly active in getting the youth involved in politics. A survey by PEW for the American Life Project showed that three-quarters of Americans between the ages 18 to 29 use these sites to connect with government officials. The survey also showed that eight out of every ten members of Congress are on Facebook on Twitter and use it to communicate with the masses. The involvement of social media on Barrack Obama’s election campaign and the Orange Revolution in Ukraine show how impactful these sites can be due to their power of transmitting information to people across the globe in microseconds. It is a fact that Twitter became so central in the recent elections in Iran that the developers postponed an upgrade to keep the impact undisturbed and going. In the words of Gordon Brown, The UK prime minister, “That flow of information means that foreign policy can never be the same again” (Viner, 2009). Interactivity is key when it comes to social media. The most elementary level of interactivity is multilateral or two-sided communication and the second level is synchronicity, which is an uninterrupted sequence of actions and interactions (Djik, pp.8, 2006). Unsurprisingly, the one field that has benefited the most from this aspect of social networking sites is the economy and marketing in particular. Consumers through social media now have the perfect medium for communicating with brands and companies and the sites have acted as a bridge between them. It has given consumers a platform for directly intervening and representing themselves and making demands therefore making a difference. In other words, there has been a major shift of power towards the demand side and in the hands of the consumers (Djik pp.8-9 2006), which has benefited suppliers as well and in turn given a new dimension for economic development. Consumers have now become prosumers and actively curate content on issues that they care about meaning that they can make or break a brand this is known as vigilante marketing. “Consumers creating such content are acting as self-appointed promoters of the brand and often have firm convictions regarding what is right or wrong for it. We thus define vigilante marketing as unpaid advertising and marketing efforts, including one-to-one, one-to-many, and many-to-many commercially oriented communications, undertaken by brand loyalists on behalf of the brand” (Muniz & Schau, p 186-202, 2007). One particular application that has gained a lot of popularity is the ‘Page’ option through which companies can make use of to promote their brands and particular products and consumers can express their views and feedback. The application is in development to enhance greater consumer service, transparency, and promotional options for companies. A fringe effect of this application in particular has increased the informal sector by a two-fold with the youth in particular getting involved in self-employment and brand management. Completely new fields of social media marketing and customer relation management have developed due to this new approach and research on a wide scale is constantly ongoing to enhance and target these developments directly. Businesses can focus on listening and interacting with the consumers of their products. Moreover, social media marketing has a role within the wider marketing mix and the sites have the added purpose to aid the development of tangible purposes. Monthly promotions are shared through Facebook and customer service (for example Zappos) is run through Twitter. Linked In is another ideal example of social media and its design to fuel the economy. Self described as the ‘World’s Largest Professional Network’, LinkedIn enables professionals as well as students to upload profiles of their interests, achievements and capabilities and the system suggests and matches them to preferred and listed jobs. The network is one that builds direct rapport between job seekers and employers. Similar social networks are common and exist to fit local and regional needs. These are clever in how they increase job mobility and revolutionize job satisfaction. They are also beneficial in reducing unemployment. Social media trailblazers believe that this technology is strengthening the economy on a five- fold basis. These are attracting new and retaining the best employees, innovation, operational efficiency, talent development, and employment engagement. The employer’s use of social media can have an impact on one or all of these elements at the same time. A shocking example of an organization that uses social media to attract workers is the CIA. The Central Intelligence Agency uses social networking sites such as Facebook, Twitter, and even YouTube to advertise for the National Clandestine Activities Division (Jue & Marr, pp.101-103, 2010). Other examples of organizations that use social media to recruit and advertise for new talent, amongst many others are the Oracle’s OWL Community and SalesForce.com. Opponents of the social media movement may argue in regard of employment generation and the knowledge function of these sites is that they cause inequity in society. Since these sites are only accessible by a sample of the population, they create inequality and divisions in society in terms of age, class, and income. Since not everyone uses them or can use these sites, only a minority and selective audience benefits from these social networking sites and they serve no function to remove divisions in society but only make them more distinct and fragmented. Thus, it becomes necessary to re evaluate the argument that these sites have only benefited the economy. Considering their vast usage in marketing and consumer interaction, social media sites are constantly redesigning themselves to fit its newly developing as well as well-established needs. Twitter for example has unleashed a completely new raft of changes to its functions and look just to aid branding and communication. This has resulted in a more creative hold of branding pages such as large header images and highlighted tweets at the top of timelines. Additionally, these pages are free to use. Another recent and very useful development that has enhanced the functionality of almost all social networking sites has been the accessibility to them through Android phones and Blackberry users. The label of the new design is ‘Fly Twitter’ and according to the founder; Jack Dorsy is to make the site accessible to everyone (Fielding, 2011). Debates on the effect of the development of social networking sites are incessantly ongoing as the network becomes more and more integrated and vast. Skeptics such as the Roman Archbishop of Westminster criticize that social networking has ‘dehumanized’ us and made relationships ‘intransient’. Others argue that they have made us dependent on computer screens and are a threat to our actual social skills. These people however face strong facts and opposition. The entire point of these sites is to be more social rather than less. They have benefited us in every field that surrounds us and the internet is increasingly becoming a need as supposed to a luxury. As society proceeds and creeps into a vastly technological age with people becoming more mobile and more global, it is only fitting that new developments take place is social fields along with all others. In this way, social networking sites and their constant development are only fitting to the needs of society and we ought to milk their benefits to the maximum for the sake of progress. References Djik, Van. 2006. The Network Society: Social Aspects of the New Media. Sage Publications Ltd. Durham, Ashley. 2011. Shaped by Social Media. WCN Jue, Arthur & Marr, Jackie. 2010. Social Media at Work. Jossey Bass. Mulgan, Geoff. 2007. How to live in an interconnected world. Harvard Business School Press. Muniz, Jr. & Schau. 2007. “Social Media in the Public Sector.” Journal of Advertising. Volume 3, pp. pp.186-202. Shirky, Clay. 2011. The Political Power of Social Media. Council on Foreign Relations. Williams, Oliver. 2011. “London Riots: Twitter that caused them?” The Huffington Post. Retrieved on December 15, 2011: http://www.huffingtonpost.co.uk/2011/08/08/london-riots-twitter-that_n_920791.html Viner, Katherine. 2009. “Internet has changed foreign policy for ever, says Gordon Brown.” The Guardian. Retrieved on December 15, 2011: http://www.guardian.co.uk/politics/2009/jun/19/gordon-brown-internet-foreign-policy Fielding, Rachel. 2011. “New Twitter gives brands more control.” MyCustomer.com. 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