SOCIAL MEDIA

SOCIAL MEDIA

Social media are web-based communication channels

and tools that enable people to interact with each other by
creating online communities where they can share
information, ideas, messages, and other content, including
images, audio, and video.
Social media to describe the apps, websites, and
other tools that allows users to interact online.
Types of social media
- blogs (with comments sections)
- discussion forums
- media-sharing networks
- wikis
- social book
- social messaging apps, and social networking
- news
- shopping platforms.
SOCIAL NETWORKING PLATFORMS

A social networking platform creates an online

community of Internet users that enables members to
break down barriers created by time, distance, and cultural
differences. Social networking platforms allow people to
interact with others online by sharing opinions, insights,
information, interests, and experiences.
Source: statista.com
Number of Social Media Users in the Philippines

Source: www.statista.com
Business Application of Social Media

• Many organizations now use social media tools to

advertise, assess job candidates, and sell products and
services.
Social Media Marketing
• Social media marketing involves the use of social networks to
communicate and promote the benefits of products and services.
• The two primary objectives of social media marketers are raising
brand awareness and driving traffic to a website to increase
product sales.
• Other important benefits of social media marketing are developing
loyal fans, providing market insight, and generating leads.
• Two significant advantages of social networking marketing over
more traditional media—such as radio, TV, and newspapers—are
that marketers can create an opportunity to generate a
conversation with viewers of the message, and those messages
can be targeted to reach people with the desired demographic
characteristics.
Social Media in the Hiring Process

• According to recent CareerBuilder research, 57 percent

of small business employers use social networking sites
to research potential job candidates.
Of those, 45 percent have found content on social networking
sites that caused them not to hire a candidate. When asked
about specific content that turned them off, employers cited the
following:

• Provocative or inappropriate photographs.

• Information about candidate drinking or using drugs.
• Candidate bad-mouthed previous company or fellow
employee.
• Poor communication skills.
• Discriminatory comments related to race, religion, gender,
etc.
On the other hand, 28 percent said they found information that
caused them to hire a candidate, including:

• Candidate’s background information supported job

qualifications.
• Candidate’s personality came across as good fit with
company culture.
• Candidate’s site conveyed a professional image.
• Candidate had great communication skills.
• Candidate was creative.
Improving Customer Service Using Social Media

• Consumers are using social networks to share their

experiences, both good and bad, with others. And the
old adage “A happy customer tells a few people, an
unhappy customer tells everyone” has never been more
true.
• Customers also use social media to seek advice on how
to use products more effectively and how to deal with
special situations encountered when using a product.
Social Shopping Platforms

• Social shopping platforms combine two highly popular

online activities—shopping and social networking.
• Their growth in popularity can be attributed to two
things: choice overload and users eager for expert
advice to decide what to purchase.
SOCIAL NETWORKING ETHICAL ISSUES

Some common ethical issues that arise for members of

social networking platforms are online abuse, harassment,
stalking, cyberbullying, encounters with sexual predators,
the uploading of inappropriate material, and the
participation of employees in social networking. Additional
social networking issues include the increased risk of
accidents associated with social media interaction while
driving, the tendency of many social media users to
become narcissist in their postings, and the ability to
perform self-image manipulation.
Cyberabuse, Cyberharassment, and Cyberstalking
• Cyberabuse is any form of mistreatment or lack of care,
both physical and mental, based on the use of an electronic
communications device that causes harm and distress to
others
• Cyberabuse encompasses both cyberharassment and
cyberstalking, a broad spectrum of behaviors wherein
someone acts in a way that causes harm and distress to
others.
Cyberabuse, Cyberharassment, and Cyberstalking (cont)
• Cyberharassment is a form of cyberabuse in which the
abusive behavior, which involves the use of an electronic
communications device, is degrading, humiliating, hurtful,
insulting, intimidating, malicious, or other- wise offensive to
an individual or group of individuals causing substantial
emotional distress.
• Cyberstalking is a subcategory of cyberabuse that consists
of a long-term pattern of unwanted, persistent pursuit and
intrusive behavior (involving the use of an electronic
communications device) that is directed by one person
against another and that causes fear and distress in the
victim.
Examples of cyberharassment and cyberstalking
Cyberharassment Cyberstalking Neither

Someone keeps sending you Someone sends you a credible Someone posts a strongly
instant messages after you have threat that they are “out to get worded dissenting opinion to
asked them to stop. you.” your post on a social network.

Someone posts a message in An unknown individual keeps Someone posts a message dis-
such a manner that it appears sending you messages like, “I paraging members of a parti-
to have come from you. saw you at….”: the messages cular race, ethnic group, or
name specific locations you sexual orientation to which you
have been. belong.
Someone posts explicit or An unknown individual posts
embarrassing photos or videos photos of you taken over sev-
of you (revenge porn) without eral days in different locations,
your permission. without you even being aware
that your photo was taken.
Uploading of Inappropriate Material

• Inappropriate material posted online includes

nonconsensual posts that comprise intimate photos or
videos of people without their permission; such posts are
often referred to as “revenge porn.”
Miscellaneous Social Media Issues

• Talking on a phone while driving

• Postings paint an unrealistic picture of the individual and
become tedious to many while others may become
discouraged that their lives are not as interesting.
• Social media platforms also enable a degree of self-image
manipulation.
Your organization specializes in selling fashionable clothes to
tweens (age 10 to 12) who wear only the most carefully selected
clothes that allow them to project the exact image they want to
put out there, right down to their socks. The head of marketing for
your company wants to augment in-store sales with sales from a
social shopping platform. How might such a platform be designed
to appeal to the target audience? What special issues might arise
in marketing to this youthful market?
“Regarding social media, I really don’t understand what appears
to be the general population’s lack of concern over privacy
issues in publicizing their entire lives on the Inter- net for others
to see to such an extent … but hey it’s them, not me, so
whatever.”
—Axl Rose, lead vocalist for Guns N’ Roses
Application Question:
The vice president of marketing at your company wants to
start a program to encourage employees to share messages
about the organization, its products, and its services on their
own social media accounts. The goal is to expand awareness
of the company and to create a more positive perception.
What might be the advantages of such a program?
What potential issues might arise? What sort of guidelines
should employees be given about what they should and
should not post? Should employees be offered an incentive to
participate?