Lecture

LESSON 1:
USE OF SOCIAL MEDIA

SEC 101 – SECURITY AWARENESS

Lesson Objectives:

1. Understand the uses of Social Media

2. To understand the importance of educating employees on
protecting the privacy settings of their social media accounts,
and preventing the spread of public information of your
company will reduce the risk of the potential leverage that
hackers can gain from this access to your personal network.
3. Understanding the business application of social media.

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 Social media is a collective term for websites and applications which focus on communication,
community-based input, interaction, content-sharing and collaboration. Different types of social media are
normally dedicated to forums, microblogging, social networking, social bookmarking, social curation,
and wikis are among the.

Many individuals will use social media to stay in touch and interact with friends and family, while
others use it to communicate with different communities. Many businesses will use social media as a way
to market and promote their products. In addition, business to consumer (B2C) websites include social
components, such as comment fields for users. Other tools have been created to aid in tracking the number
of mentions and brand perception.

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 Social Media plays a crucial role in
connecting people and developing
Social media has become larger and more
relationships, not only with key influencers and
accessible thanks to access to mobile applications,
journalists covering your company's sector, but
with some examples of social media including
also provides a great opportunity to establish
Twitter, Facebook, LinkedIn.
customer service by gathering input, answering
questions and listening to their feedback.

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 Business applications of Social Media

In business, social media is used to market products, promote brands, connect to current customers and
foster new business. In terms of customer feedback, social media makes it easy to tell a company and everyone
else about their experiences with that company, whether those experiences are good or bad. The business can
also respond very quickly to both positive and negative feedback, attend to customer problems and maintain,
regain or rebuild customer confidence.

Social media is also often used for crowdsourcing. Customers can use social networking sites to offer ideas
for future products or tweaks to current ones. In IT projects, crowdsourcing usually involves engaging and
blending business and IT services from a mix of internal and external providers, sometimes with input from
customers and/or the general public.

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 B2B Business to Business) applications of social media include:

Social media analytics - the practice of gathering data from blogs and social media websites and
analyzing that data to make business decisions. The most common use of social media analytics is to
mine customer sentiment to support marketing and customer service activities.

Social media marketing (SMM) - takes advantage of social networking to help a company increase
brand exposure and broaden customer reach. The goal is usually to create content compelling enough
that users will share it with their social networks. One of the key components of SMM is social media
optimization (SMO). Like search engine optimization (SEO), SMO is a strategy for drawing new and
unique visitors to a website. SMO can be done two ways: by adding social media links to content such
as RSS feeds and sharing buttons, or by promoting activity through social media via status updates,
tweets or blog posts.

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 Social CRM (customer relationship marketing) can be a very powerful business tool. For example,
establishing a Facebook page allows people who like a brand and the way they conduct business to like their
page, which creates a venue for communication, marketing and networking. Through social media sites, a user
can follow conversations about a brand for real-time market data and feedback.

Enterprise social networking allows a company to connect individuals who share similar business interests or
activities. Internally, social tools can help employees access information and resources they need to work
together effectively and solve business problems. Externally, public social media platforms help an organization
stay close to their customers and make it easier to conduct research that they can use to improve business
processes and operations.

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 Challenges of B2B Social Media

The integration of social media in the business world can also pose challenges. Social media policies are
designed to set expectations for appropriate behavior and ensure that an employee's posts will not expose the
company to legal problems or public embarrassment. Such policies include directives for when an employee
should identify themselves as a representative of the company on a social networking website, as well as
rules for what types of information can be shared.

This current social list has been updated to include new forms of media and social networking, on top of
the existing six primary categories, each with its own unique set of characteristics and based on what people
hope to accomplish by using them.

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 SOCIAL NETWORKS

Examples: Facebook, LinkedIn

A social networking site is a social media site that allows you to connect with people who
have similar interests and backgrounds. Facebook, Twitter, and Instagram are three of the most
popular examples of a social network website.

These platforms allow us to connect with our friends, family, and even brands. Most social
network sites let users share thoughts, upload photos and videos, and participate in groups of
interest.

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 BOOKMARIKING SITES

Examples: Pinterest, Flipboard, Diggs

Bookmarking sites allow users to save and

organize links to any number of online resources
and websites. A great feature of these sites is the
ability for the users to “tag” links, which makes
them easier to search, and invariably, share with
their followers. StumbleUpon is a popular
example of a bookmarking site.

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 SOCIAL NEWS

Examples: Digg
A social news site allows its users to post
news links and other items to external articles.
Users then proceed to vote on said items, and
the items with the highest number of votes are
most prominently displayed. A good example
of a social news site is Reddit.

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 MEDIA SHARING
Examples: Pinterest, YouTube, Vimeo
Media sharing websites allow users to share
different types of media, with the two main ones
being image sharing and video hosting sites.

Most of these sites also offer social features,

like the ability to create profiles and the option of
commenting on the uploaded images or videos.
These platforms mostly encourage user-generated
content where anyone can create, curate, and
share the creativity that speaks about them or
spark conversations.

As you might have guessed, YouTube still

remains the most well-known media sharing site
in the world.

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 MICROBLOGGING

Examples: Twitter, Facebook

These are just what they sound like, sites that
allow the users to submit their short written entries,
which can include links to product and service
sites, as well as links to other social media sites.
These are then posted on the ‘walls’ of everyone
who has subscribed to that user’s account. The
most commonly used microblogging website is
Twitter.

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 BLOG COMMENTS & FORUMS

An online forum is a site that lets users

engage in conversations by posting and
responding to community messages. A blog
comment site is the same thing except being a
little more focused. The comments are usually
centered around the specific subject of the
attached blog. Google has a popular blogging
site aptly titled, Blogger. However, there are a
seemingly endless number of blogging sites,
particularly because so many of them are
niche-based, unlike the universal appeal of
general social media sites.

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 SOCIAL REVIEW SITES

Examples: TripAdvisor, Yelp, FourSquare

What’s one of the first things you see when you are planning to buy a new product or try out a new
restaurant? If you are anything like us, you will first head to the reviews.

Review sites like TripAdvisor and FourSquare show reviews from community members for all sorts of
locations and experiences. This keeps people out of the dark and allows them to make better planning or
decisions when it comes to choosing a restaurant for their date.

Not just beneficial to regular users like you and me, businesses can also get to understand the customer’s
perspective. Both the good and bad, this can help them to identify what’s working and discover areas with room
for improvement.

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 COMMUNITY BLOGS

Examples: Medium, Tumblr

Sometimes all you want to do is share that one message, and

really not everyone on the internet wants to invest in running and
maintaining a blog from a self-hosted website. This is where
shared blogging platforms like Medium give people a space to
express their thoughts and voice.

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SHARING ECONOMY
NETWORKS

Examples: Airbnb, Pantheon, Kickstarter

While it might not occur to you directly, but websites

like Airbnb isn’t just to find holiday rentals or activities.
These sharing economy networks bring people who have
got something they want to share together with the people
who need it.

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