MODULE-3

SOCIAL MEDIAOVERVIEW
ANDSECURITY

Overview

Introduction
Social Networks
Types of Social Media
Social Media Platforms
Social Media Monitoring
Hashtag
Viral Content
Social Media Marketing
Social Media Privacy
Challenges
Opportunities
Pitfalls in Online Social Network
Security Issues Related to Social Media
Flagging and Reporting of
Inappropriate
Content
Laws Regarding Posting of Inappropriate
Content
Best Practices for the use of Social Media
 Secigty

INTRODUCTION
days, often to describe
Social media is a phrase that we throw arounda lot these
"Twitter, Instagram, Snapchat and
what we post on sites and apps like Facebook, or companies to
others. Social Media are computer-mediated tools that allow people
pictures/videos in
create, share or exchange information, career interests, ideas and
as "a group of Internet.
virtual communities and networks, Social media is defined
based applications that build on the ideological and technological foundations of Web
2.0 and that allow the creation and exchange of user-generated content,"
Furthermore, social media depend on mobile and web-based technologies to create
co
highly interactive platforms through which individuals and communities share,
create, discuss and modify user-generated content. They introduce substantial and
pervasive changes to communication between businesses organizations, communities
and individuals. These changes are the focus of the emerging field of techno self
studies. Social media differ from traditional or industrial media in many ways,
including quality, reach, frequency, usability, immediacy and permanence. Social
media operate in a dialogic transmission system. This is in contrast to traditional
media that operates under a monologist transmission model.
Social media has been broadly defined to refer to "the many relatively
inexpensive and widely accessible electronic tools that enable anyone to publish and
access information, collaborate on a common effort or build relationships. There are
many effects that stem from Internet usage. According to Nielsen, Internet users
continue to spend more time with social media sites than any other type of site. At
the same time, the total time spent on social media in the U.S. across PC and mobile
devices increased by 99 percent to 121 billion minutes in July 2012 compared to 66
billion minutes in July 2011. For content contributors, the benefits of participating in
social media have gone beyond simply social sharing to building reputation and
bringing in career opportunities and monetary income.
Social media become effective through a process called "building social authority".
One of the foundational concepts in social media has become
that you cannot
completely control your message through social media but
rather you can simply
begin to participate in the "conversation" expecting
that you can achieve a significant
influence in that conversation.
However, this conversation participation must be cleverly
executed because
although people are resistant to marketing in general, they are even more
to direct or overt marketing through social media platforms. resistant
This may seemn counter
intuitive but it is the main reason building social authority with credibility is s0
important. A marketer can generally not expect people to be receptive to a marketing
message in and of itself. In the Edelman
Trust Barometer report in 2008, the
majority (58%) of the respondents reported they most trusted company or
product
information coming from "people like me" inferred to be information from someone
they trusted. In the 2010 Trust Report, the majority switched to 64%
preferring their
information from industry experts and academics, According to Inc. Technology's
Brent Leary, "This loss of trust and the accompanying turn
towards experts and
authorities, seems to be coinciding with the rise of social media and networks.

MANAGING SOCIAL MEDIA

There is an increasing trend towards using social media monitoring tools
that
allow marketers to search, track and analyze conversation on the web about
their
brand or about topics of interest. This can be useful in PR management and
campaign tracking, allowing the user to measure return on investment, competitor
auditing and general public engagement. Tools range from free, basic applications to
subscription-based, more in-depth tools.
The honeycomb framework defines how social media services focus on some or all
of seven functional building blocks. These building blocks help explain the
engagement needs of the social media audience. For instance, LinkedIn users are
thought to care mostly about identity, reputation and relationships, whereas
You'Tube's primary features are sharing, conversations, groups and reputation. Many
companies build their own social containers that attempt to link the seven functional
building blocks around their brands. These are private communities that engage
people around a narrower theme, as in around a particular brand, vocation or hobby,
rather than social media containers such as Googlet, Facebook and Twitter. PR
departments face significant challenges in dealing with viral negative sentiment
directed at organizations or individuals on social media platforms, which may be a
or
reaction to an announcement event.

FRAMEwORK OF SOCIAL MEDIA

H Kietzmann, Kristopher Hermkens, lan P. McCarthy and Bruno S. Silvestre

present aframework that defines social media by using seven functional building
identity, conversations, sharing, presence, relationships, reputation and
blocks:
groups.
 block represents the oxtont to which users reveal their identitien in
Identity: This namo, nu
a social media setting. This can include disclosing information Huch a8
gender, profession, location and also information that portrays users in certai.
Ways.
users communicate with
Conversations: This block reproscnta the oxtont to which
are designed
other users in a social media setting. Many 80ciul medin sites
groups. "These
primarily to fncilitate conversntiong among individuals and
to meet.
conversations happen for all sorts of reasons, People twcet, blog, et cetera
new ike-minded people, to and true love, to build their self-esteom or to be on the
see 80cial media as a way
cutting edge of new ideas or trending topics. Yet others
causes,
of making their message heard and positively impacting humanitarian
environmental problems, cconomic issucs or political debates.
3. Sharing: This block represents the extent to which
users exchange, distributeand
are
receive content. The term 'social' often implies that exchanges between people
these
crucial. In many cases, however, sociality is about the objects that mediate
each
ties between people the reasons why they meet online and associate with
other.
can know if other users
4. Presence: This block represents the extent to which users
are accessible. It includes knowing where others are, in the virtual world and/or in
the real world and whether they are available.
can be related to
5. Relationships: This block represents the extent to which users
some form of association that leads them to
other users. Iwo or more users have
as a
converse, share objects of sociality, meet up or simply just list each other
friend or fan.
users can identify the
6. Reputation: This block represents the extent to which
can
standing of others, including themselves, in social media setting. Reputation
a

cases, reputation is a
have different meanings on social media platforms. In most
matter of trust, but because information technologies are not yet good at
on 'mechanical
determining such highly qualitative criteria, social media sites rely
Turks': tools that automatically aggregate user-generated information to
determine trustworthiness. Reputation management is another aspet and use of
socialmedia.
7. Groups: This block represents the extent to which users can form communities
and sub communities. The more 's0cial' a network becomes, the bigger the group o!
friends, followers and contacts.
 users reveal their identities in
Identity: This block represents the extent to which
1.
a social media setting. This can include disclosing
information such as name. e.
portrayS Users in certai
gender, profession, location and also information that
ways.
users communicate with
Conversations: This block represents the extent to which
media 8ites are designed
other users in a social media setting, Many social
to facilitate conversations among individuals and groups. These
primarily
reasons. People tweet, blog, et cetera to meet
conversations happen for all sorts of
or to be on the
new like-minded people, to and true love, to build their self-esteem
new or trending topics. Yet others see social media as a way
cutting edge of ideas
impacting humanitarian causes,
of making their message heard and positively
environmental problems, economic issues or political debates.
users exchange, distribute and
3. Sharing: This block represents the extent to which
content. The term 'social' often implies that exchanges between people are
receive
mediate these
crucial. In many cases, however, sociality is about the objects that
associate with each
ties between people the reasons why they meet online and
other.
users can know if other users
4. Presence: This block represents the extent to which
are accessible. It includes knowing where others are, in the virtual world and/or in
the real world and whether they are available.
users can be related to
5. Relationships: This block represents the extent to which
some form of association that leads them to
other users. wo or more users have as a
converse, share objects of sociality, meet up or simply just list each other
friend or fan.
Reputation: This block represents the extent to which
users can identify the
6.
can
standing of others, including themselves, in a social media setting. Reputation
cases, reputation is a
have different meanings on social media platforms. In most
matter of trust, but because information technologies are not yet good at
on 'mechanical
determining such highly qualitative criteria, social media sites rely
Turks': tools that automatically aggregate user-generated information to
determine trustworthiness. Reputation management is another aspect and use of
social media.
7. Groups: This block represents the extent to which users can form communities
and sub communities. The more 'social' a network becomes, the bigger the group o
friends, followers and contacts.
 Media

POPULAR SOCIAL MEDIA

IN INDIA
Most Popular Social Media in India are:

1. Facebook
According to com-score,
Facebook is the number one social
Todia visited by 20.9 million networking channel in
visitors
in July 2010. Facebook becomes the number one
Ey
replacing Orkut who had about 19.87
million unique visitors in July 2010.
facebook

Connect with friends and the Sign Up

Wortd around you onFacebook.

2.
Orkut
Being on number one as India's most popular social website, Orkut is now
replaced by Facebook. Even in July 2010, with 19.87 million unique visitors, Orkut is
now on number two with a low double growth of 16 percent as compared to
the last
year.

orkut|
 Cyber ScIFIy

3. Bharatstudent.com
young lndian!
Bharatstudent is a student networking channel connectinK
2010
worldwide. Bharatstudent is on number 3 with 4.4 total unique visitors in July
over the last year in July
It has 3 percent growth in its unigue visitors as compared
2009.

bharatstudent.com
toung ot Soui tndla

Connecting Yaung ndans Wortdwide

4. Yahoo! Pulse
Yahoo! Pulse comes in force by integrated and improved Yahoo! Profiles and
Yahoo! 360 and is the fourth most popular Indian networking channel visited by 3.5
million unique visitors in July 2010.

YAHOO!

5. Twitter.com

Sign in to Twiter

Sgnlh
 iMedia Overview and. Security 177
Socal

On twitter, one can discover what is happening right now anywhere in the
with 3.3 million unique visitors
world. Twitter in July 2010 is the number 5th social
networking website visited by Indians. Twitter had the highest growth rate among
5 upper mentioning channels, increasing 239 percentages from
all the the last year
July 2009. percent of total internet users use twitter in India while it is used by 20
8

percent internet users in Indonesia and Brazil.

6. LinkedIn.com

Indians are now exchanging information, ideas and opportunities through

LinkedIn and therefore, it led to rise in the users of LinkedIn in India. It is the sixth
most used website in India and was accessed by 3.3 mnilion unique visitors in July
2010.

Linked in.

Over 3S miion profassionals wse Linkedin to

exchange intermation, ideas and opportinities

7. Zedge.net
Zedge is a free stuff provider for your phone. With the rapid increase in the
users of mobile phone, Zedge becomes the India's seventh largest website with 81
percent growth since July 2009 with a total of 3.2 million unique visitors in July
2010.

ZEDGE
tee you plhone:
 173 Cbet Securit

8. Ibibo.com

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Games for
Ibibo is another social networking channel like Facebook and Orkut. Here, one
car also play games and can send free smns. With 89 % of total growth rate since
July 2009, TIbibo had 2.9 million unique visitors in July 2010 and this made him the
8th most popular social networking website inIndia.
9. Yahoo! Buzz
Yahoo! Buzz was launched in 2008. Following Tbibo, Yaho! Buzz is on number
9 with total number of 1.8 million unique visitors in July 2010. There is 233 %
growth rate in Yahoo Buzz as compared from last year July 2009.

O
buz.
10. Shtyle.fm
Shtyle.fm has the highest growth rate amongst all the 10 social networking
websites. It had 281 % increment since July 2009. The website is on number ten
with 1.55 unique visitors in July 2010.
 leia Oerv1eN and Secuity
Social

Lngin with farskiaok

Make friends from around Join Us It'sFroo!

the worid

ADVANTAGES OF SOCIAL MEDIA

The advantages of social media are numerous
and varied. Here are some of the
most common:
1.
Useful for educational purposes: Social media allows you
to reach a large
audience and build your brand. You can share
relevant information or content
with this audience, which is helpful if you want
people to follow you on social
media.
Build your brand: Social media helps you build your brand by
interacting with
others and sharing interesting facts about yourself.
Sharing content on social
media can help you gain followers who will then be
interested in what you haye to
say.
a
3. Reach large audience: Social media allows users to easily connect
and share
information with their friends or followers. Millions
of people use social media
every day, making it easier for
businesses like yours to find potential customers
online.
4. Target audiences based on their interests: When choosing
who should receive
marketing messages via social media, it's essential not just to reach out
indiscriminately but also to target those who would be most
likely interested in
what you have to offerthis will inerease their likelihood of responding.
5. Stavup to date: You can stay touch with
n what's happening in your industry
or world by following people on SoClal
media wh0 are doing things you want to be
doing. You can spend time following brands
and companies that interest vou and
 find out about new products and services they're offering so that you can learn
from them.
6. Get connected to new people: When you use social media, you connect to people
who share your interests and values. This can help build relationships. which may
lead to business opportunities later on down the road.
7. Create your audiences: If you're not using social media for business purposes, it
may still be worth it for other reasons, like building an audience of people who like
what you offer!
8. Free to use: Social media is free! No fees or subscriptions are involved as long as
you have an established account with some provider (like Facebook).
9. Builds relationships: In addition to meeting new people through social media,
you can also reconnect with old friends. It's also a great way to keep in touch with
people who may not live close by anymore but still want to stay connected
somehow.

DRAWBACKS OF SOCIAL MEDIA

Here are some disadvantages of social media:
1. Consume time on social media: Social media is addictive and can consume your
time if you don't have any other interests. It would help if you kept up with your
studies and hobbies to stay productive.
2. Lack of Communication skills: Social media makes us more self-centered and
less empathetic towards others. It also makes us more narcissistic than ever
because we can show off our achievements and post photos from parties without
facing any consequences.
to their
3. Fake news: Fake news stories have been making headlines lately due
viral nature; these stories often spread like wildfire among young people who lack
critical thinking skills or experience with reading btween the lines regarding
online content.
4. Cause of Health Issues: Studies show that when people spend too much time on
social media, they have trouble getting to sleep, leading to insomnia and other
sleep disorders.
5. Wrong Content for children: While some parents monitor their kids' social
media accounts, most don't have access to them.
 Sncial ed Overvfey HNd Securlty

6 Cyber attacks: It will help if you protect yournelf from those throats by using
passwords that are difficult to guoss, chnnging pasIWOrds roguurly, nnd staying
away from public Wi-i hotspots wherovor posniblo.
7.
Lack of Confidence: People who nre not. confident in their skills may frol inforior
when they post something on socinl medin, wlhich ean lond to lownetlntoem ad
depression.
8. Fear of missing out: Peoplo constantly chocking their phonos for now monayos
or updates may become anxious if they do not soe
anything promptly. "T'hin can
to
lead stress and anxiety if people use social media oxCOBsivoly.
9. No privacy: There is no privacy on s0cial media as it is public by naturo, AnyoIo
can access the content posted on social
mcdia without prior notico or permisnion
from the user who originally posted it.

SOCIAL NETWORKS
A social network will focus onuser-generated content. Users primarily viow and
interact with content made by other users.
They are encouragcd to post text, status
updates or pictures for viewing by others.
Social networks allow the user or
organization to creatO a profile. The profle
contains information about person
the and a centralized page with the content pO8ted
by them. Their profile may
be associated with their real name.
A social network has a way to
form a lasting conncction with
connections are commonly called other uscrs. ThesO
friending or following the other user. 'They
users to find
other users allow the
and form webs of relationships. Often an
recommend other users and algorithm will
organizations they may want to
form a conncction with.
PURPOSE OF SOCIAL NETWORKING
Social networking fulfills
the following four main objectives:
1. Sharing
Friends or family members who are
remotely and share information, geographically dispersed
updates, photos and videos. Can Connect
enables individuals to meet Social ntworking also
other people with similar
Current social networks. intercsts or to oxpand their
 Media Overview and Security
181
ber Security
Cyber attacks: It
will help if you protect
are difficult to guess, yourself from these threats by using
u can learn passwords that changing passwords regularly, and staying
away from public Wi-Fi hotspots wherever possible.
ct to people Lack of Confidence: People who are not confident in
1. their skills may feel inferior
which may ben they post something on social media, which can lead to low self-esteem and
depression.
purposes, it Cear of missing out: People constantly checking their phones for new messages
may become
le who like or updates anxious if they do not see anything promptly. This can
Laod to stress and anxiety if people use social media excessively.
i as long as No privacy: There is no privacy on social media as it is public by nature. Anyone
9.
oan access the content posted on social media without prior notice or permission
mcial media, from the user who originally posted it.
touch with
connected SOCIAL NETWORKS
social network will focus on user-generated
A content. Users primarily view and
interact with content made by other
users. They are encouraged to post text, status
updates or pictures for viewing by others.
Social networks allow the
user or organization to create a profile. The profile
person and a centralized page with the content
posted
nsume your
contains information about the name.
o

with your by them. Their profile

may be associated with their real
users. These
a way to form a lasting connection with other
A social network has user. They allow the
entered and called friending or following the other
connections are commonly Often an algorithm will
than ever users and form webs of relationships.
Users to find other a connection with.
ies without users organizations they may want to form
recommend other and
NETWORKING
lue to their PURPOSE OF S0CIAL
le who lack four main objectives:
s
regarding Social networking fulfills the following
can connect
1. Sharing are geographically dispersed
uch time on members who networking also
Friends or family photos and videos. Social
a
and other information, updates, or to expand their
remotely and share with similar interests
meet other people
enables individuals to
kids' social Current social networks.
 Cyber Security
I82

2. Learning
Consumers can instanel
Social networks serve ng great learning platforms.
family, or learn abos
receive brerking news, get updates regarding friends and
what's happening in their community.
3. Interacting
of time
Social networking enhances user interactions by breaking the barriers
as WhatsApD
and distance. With cloud-based video communication technologies such
or Instagram Live, people can talk face to face with anyone in the world.

4. Marketing
awareness
Companies may tap into social networking services to enhance brand
with the platform's users, improve customer retention and conversion rates,
and

promote brand and voice identity.

TYPESOF SOCIAL NETWORKING

most
While there are various categories of social networking sites, the six
common types are the following:

1. Social connections
family
This is a type of social network where people stay in touch with friends,
or find new
members, acquaintances or brands through online profiles and updates,
are Facebook, Myspace and
friends through similar interests. Some examples
Instagram.

2. Professional connections
are designed for business
Geared toward professionals, these social networks
new professional contacts, enhance
relationships. These sites can be used to make
may
existing business connections and explore job opportunities, for example. They
can connect with co-workers or offer an
include a general forum where professionals
are
exclusive platform based on specific occupations or interest levels. Some examples
LinkedIn, Microsoft Yammer and Microsoft Viva.
3.News or informational
This type of social networking allow users to post
news stories, informational or
a social
how-to content and can be general purpose or dedicated to single topic. These
networks include communities of people who are looking for answers to everyday
SoCia iedia OVeniew and Securits
183

ahlems and they have much in common

with web forums. Fostering a sense
helping others, members answers of
provide to questions, conduct discussion forums or
boach others how
to perform various tasks and projects.
Reddit, Stack Overflow or Digg. Popular examples include
4. Comnunication
Here, social networks focus on
allowing the user to communicate
pach other in one-on-one or group directly with
and are like instant
chats. They have less focus on posts or
messaging apps. Some examples are updates
Snapchat. WhatsApp, WeChat and

5. EducationalI
Educational social networks
offer remote learning,
teachers to collaborate on enabling students and
school projects, conduct
blogs and forums. research, and interact through
Google Classroom, LinkedIn
examples. Learning and ePals are popular

TYPES OF SOCIAL MEDIA

Social media platforms come
purposes. Here are some common
in various forms, each with its unique
types of social media: features and
1. Social Networking Sites: These
platforms allow users to connect
family, and acquaintances.
Examples include Facebook,
with friends,
LinkedIn, and MySpace.
2. Microblogging Platforms: These
or messages platforms enable users to share
with their followers. Twitter is a well-known short updates
example.
3. Image Sharing and Photo
Social Networks: These platforms focus on
and interacting with images sharing
and photos. Instagram and Pinterest
category. fall into this
4. Video Sharing Platforms:
These sites are primarily for
videos. YouTube, Vimeo, sharing and watching
and TikTok are popular examples.
5.
Professional and Business Networks:
These platforms are designed
professional networking and job-related for
activities. LinkedIn isthe most
example. prominent
Discussion Forums and Message
Boards: These platforms facilitate discussion
and interaction around specific topics.
Reddit and Quora are famous forum-style
social media platforms.
 and blog posts,
7. Blogging Platforms: While primarily for publishing articles these
can also have social features. WordPress and Tumblr are examples.
8. Review and Recommendation Sites: These platforms allow
users to review ova
recommnend products, services, or places. Yelp and TripAdvisor are instances.
9. Social Bookmarking Sites: These platforms enable users to save and organize
links toweb content. Delicious and Pocket were examples, though their popularity
has waned.
10. Location-Based Social Networks: These platforms revolve around users'
geographical locations and allow them to check in, share their whereabouts, and
discover nearby places. Foursquare and Swarm are examples.
11. Live Streaming Platforms: Users can broadcast live video content and engage
with viewers in real-time. Twitch, Periscope (now defunct), and Facebook Live are
popular options.
12. Dating Apps and Websites: These platforms help people connect for romantic or
interpersonal relationships. Tinder, Match.com, and OkCupid are well-known
dating services.
13. Interest-Based Networks: These platforms focus on specific hobbies or interests.
Strava for cycists and runners and Goodreads for book enthusiasts are examples.
14. Anonymous Social Media: These platforms allow users to interact without
revealing their true identities. Whisper and Secret (now defunct) were examples,
but this type has lost popularity.
15. Audio Social Media: These platforms are designed for audio-based
communication and discussions. Clubhouse is a prominent example.
16. Niche and Specialized Networks: There are many social media platforms
tailored to specific communities or interests. For example, Untappd for beer
enthusiasts, Ravelry for knitters, and Fishbrain for anglers.
17. Educational and e-Learning Platforms: These platforms are focused on
learning, courses, and educational content. Edmodo and Coursera incorporate
social features.
18. Youth-Oriented and Messaging Apps: Apps like Snapchat and WhatsApp are
popular among younger users and emphasize instant messaging and sharing
short-lived content.
These are just some of the many types of social media platforms that exist. Tne
social media landscape is continually evolving, with new platforms emerging to cate
todifferent user needs and preferences.
 posts, the
7. Blogging Platforms: While primarily for publishing articles and blog
can also have social features. WordPress and Tumblr are examples.
ana
8. Review and Recommendation Sites: These platforms allow users to review
are instances.
recommend products, services, or places. Yelp and TripAdvisor
9. SocialBookmarking Sites: These platforms enable users to save and organize
links to web content. Delicious and Pocket were examples, though their popularity
has waned.
10. Location-Based Social Networks: These platforms revolve around users!
geographical locations and allow them to check in, share their whereabouts, and
discover nearby places. Foursquare and Swarm are examples.
11. Live Streaming Platforms: Users can broadcast live video content and engage
are
with viewers in real-time. Twitch, Periscope (now defunct), and Facebook Live
popular options.
12. Dating Apps and Websites: These platforms help people connect for romantie or
interpersonal relationships. Tinder, Match.com, and OkCupid are well-known
dating services.
13. Interest-Based Networks: These platforns focus on specific hobbies
or interests.
Strava for cyclists and runners and Goodreads for book enthusiasts are examples.
14. Anonymous Social Media: These platforms allow users to interact without
revealing their true identities. Whisper and Secret (now defunct) were examples,
but this type has lost popularity.
audio-based
15. Audio Social Media: These platforms are designed for
communication and discussions. Clubhouse is a prominent example.
16. Niche and Specialized Networks: There are many social media platforms
tailored to specific communities or interests. For example, Untappd for beer
enthusiasts, Ravelry for knitters, and Fishbrain for anglers.
17. Edueational and e-Learning Platforms: These platforms are focused on
learning, courses, and educational content. Edmodo and Coursera incorporate
social features.
18. Youth-Oriented and Messaging Apps: Apps like Snapchat and WhatsApp are
popular among younger users and emphasize instant messaging and sharne
short-lived content.
These are just some of the many types of social media platforms that exist. Ine
social media landscape is continually evolving, with new platforms emerging to cate
to different user needs and preferences.
Noelal Nlellh

80GIAL MEDIA PLATFORMS

e
beal inl melin mnrketin! platforns for business include Faccbook,
Yonub,.Inelngrnm, Tinkoln, Iwittor, Tikok, and Snapchat. Different social
wketing Hites rouiro diforont.
wlin
appronches, so here's a briof overview on
|HOr bae, nin vibes, pros, cons,
and content types.
You ea
et connprohoneivo look into onch platform hero: The Biggest, Baddest,
n

al Iopulr Soeiul Medin Platforms nnd How to Wiold Their Power.

tOCIAL MEDIA MARKETING PLATFORMS

ONS

in)

WodStrem

Facebook
ncobook is the largest social media platform globally as well as one
of the
iKgOst local busin09s
diroctories. P'eople of a diverse range of age groups use
it to
onmunicate with fricnds and family, participate in groups and forums,
find and
18t businesses noar them, and follow brands. Fncebook
is a great social media
Marketing platform to:
A, Build
relationshins with current customers
Anounee hours changes, events, and milestones
Hold discussionsand live streams
Murkot to baby boomers
 SOCIAL MEDIA PLATFORMS
The best social media marketing platforms for business include
Faccbook,
YouTube, Instagram, LinkedIn, Twitter, TikTok, and Snapchat. Different social
media marketing sites require different
approaches, so here's a brief overview on
one its user base, main vibes, pros, cons,
each and content types.
You can get a comprehensive look into each platform here:
The Biggest, Baddest,
Most Popular Social Media Platforms and How to Wield Their Power.

SOCIAL MEDIA MARKETING PLATFORMS

in

Wordstre

Facebook
Facebook is the largest social media platform globally as well as one of the
biggest local business directories. People of a diverse range of age groups use it to
communicate with friends and family, participate in groups and forums, find and
visit businesses near them, and follow brands. Facebook is a great social media
marketing platform to:
. Build relationships with current customners
2 Announce hours changes, events, and milestones
3, Hold discussions and live streams
4.
Market to baby boomers
 86
ieSectir

Chewy

We've got you covered this National Pet Dental Health Month with
info & tips galore. Explore our Dental Health Shop to keep those
smiles bright and fresh. https:chy cof3.JBanEx

HOW OFTEN SHOULD I...

PET ORAL HYGIENE TIPS

Dental Treats

Appropriate Diet Everyda

Teeth Brushing Every 2days

Dental Check-Up Every 46 mohs

Pro Vet Cleaning Yesrly
chewy Heath.

O 24

Like O
Comment Share

YouTube
You may not think of YouTube as a social media marketing channel, but it fits
the bill: you can post videos to your channel; share, comment on, and like other
videos. and follow other accounts you like. Plus, you have a curated feed in your
homepage with recommended videos. The key to social media marketing on YouTube
is not to try to "go viral," but to add value. It's best for:
 1. ttorial, how tos, and explainer videoa
shoppable Youlutbe live streams
Adirtising (video ads and tisplay ada on tho platform)
SKO (vid is dominating the "how to"
SERD)

Goge X

How to Do a SWOT Analysis

(Examples & Free Tomplate)

Mealy, they ho slages of acton you showd take upcn

onptng SWOT analyss Frst you should.

IStm WSream ec 20, 201

Instagram
Though it came onto the
scone years after LinkodIn
and Twittor, Instagram
quickly surpassed those platforms and
renched ono billion monthly nctive usors in
2018. It's popular for its diverse content
formats, including Foed posts, Storios, Lives,
Reels, and IGTV. People use Instagram to follow
influoncors and brands they buy
from and who support their personal
values. Crente your nstagram bio and then u8e
it for:
1. Social shopping
2. Influencer marketing
3. User-generated content
4. Company culture
The cost of Instagram ads is generally highor
than on Facebook, but the good
news
is that organic reach is also higher.
188

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Everyday Superfood... Superwhisk

$43 $24

Linkedln
LinkedIn may be a professional network, but its also an inspiring community
that celebrates leadership, learning, and core vales. So in addition to using it to
 Sntal Media Overvier and Secuity T89

network, find prospects, and share industry insights, it's also a great place to express
your company culture and build your personal brand in parallel with your business
brand. There are tons of Linkedln company page features to take advantage of, so
take care when building your page. LinkedIn is a great platform to:
1. Attract top talent
2. Network with partners, peers, and customers
3 Share company milestones and culture
4. Post industry news and insights

venturefizz
EXPLORECoMPANIES
vonturofizz

VentureFizz
VentureFizzhetps you disCOVer tihe hs job% and ompanies in he toch industry.

Follow Visit webaite Mar

Ho About

Overview

website

Compary size

Meagyarter,

Type

Bpbeiuttios
Twitter
Twitter is a beautifully tangled network of quick thoughts, Useful tidbits, and
energized discussions. You should be regularly active on every social media platform
but it's especially important here. Many people use Twitter to get news, follow
brands, and get customer service. Be sure to retweet when a customer has something
nice to say about you, and don't forget to answer people's questions when possible.
For effective social media marketing on Twitter, you may want to:
1. Follow influencers to keep up with news and trends.
2. Share a story through a series of Tweets in one thread.
3. Make yourself available for customer service and FAQs.

David Koelle dmkaela- in 30, 2021

everste Hii Something must have gone wrong with a recent update, On
Android on ceiuiar network, whhen igO to edit a notG, lget one fetter in,
then the doc goes to View Only and can't edit it unti leave and come
back to the doc severat times.

Shw1OG epies.

Evernote Helps @evernotehelps Ju 13, 2021

Reptying to @dGeRe Aashaa And vernote
Hithere - this issue is a top priority for us and vwe hope to have a fix
released very soon. Piease keep an eye on our page for an update. I
apologize, as tknow this is frustrating. if we can assist with anything else,
let usknow. L

Evernote Heips @evernotehelps Jul 16, 2021

Hi there! Iwanted to lat you know that the fix for the 'vigw-oniy' issua
you've been experiencing has started roling out to Google Play and the App
Store. if you don't yet see the update, you should within the next çoupie af
days. /L

Snapchat
Snapchat isn't just for teens. Its largest age group (75%) ranges from 13-34 and
with Snap Maps, geofilters, and its partnership with Gannett, it's more locally.
focused than you miht think. While you can't build relationships on the platform,
you can build an audience through fun images and short videos. Use Snapchat for:
1. Location-based marketing
2. App marketing
3. Feel-good content
Social Media nd Security
191

Snap Chat
Wyour re trierds
Have Fun

SEE YOUSOON

TikTok

TikTok is the fastest growing

social media platform of all
vears to
reach one billion time, taking only five
monthly active users. While
are countless it's known for dancing, there
popular categories on the
are finding ways platform that continue to grow.
to use it as a marketing Busiesses
reason people use channel, but just remember, the primary
TikTok is for entertainment, so
that.Use TikTok to: make sure your videos
align with
1. Participate in trending
challenges
2. Post funny and
inspiring videos
3. Be relatable

hard to be funny in
clas

tw ago
just relatable! just content .

insta: terrence. wenggo

follow if...
eatpineappi3 17.2K
Pinterest
is noted t
This visual pinning platform is insanely popular with Millemials and
thrìng m
be one of the best networks for social selling like lnstagran, interest
serve as the porerhial centerim
imagery and inspirational content where produets

Sprouts Farmers Market

GRAPES

HASHTAG
as number
The symbol # is known variously in English-speaking regions a the
range of
sign, hash, or pound sign. The symbol has historically been used for wide
purposes including the designation of an ordinal number and as
a ligatured
– now-rare ?.
abbreviation for pounds avoirdupois having been derived from the
sigm), used on
A hashtag is a word or phrase, preceded by the "#" symbol (pound
by users
social media platforms to categorize content and make it discoverable
group and label posts,
interested in a particular topic. Hashtags are a way to
or curront
allowing users to follow or search for content related to their interests
events.

THE CHARACTERISTICS AND USES OF HASHTAGS

1. Categorization
Hashtags help organize content by grouping posts with similar themes, subjects,
users to find relevant posts and engage with
or keywords. This makes it easier for
discussions on specific topics.
 92 bttaSteuria

Pinterest
This visual pinning platform is insanely popular with Millennials and is noted to
be one of the best networks for social selling. Like Instagram, Pinterest thrives
imagery and inspirational content where products serve as the proverbial centerpiece.

Sprouts Farmers Market

GRAPES

TREATS

HASHTAG
The symbol # is known variously in English-speaking regions as the number
sign, hash, or pound sign. The symbol has historically been used for a wide range of
purposes including the designation of an ordinal number and as a ligatured
abbreviation for pounds avoirdupois – having been derived from the now-rare ?.
A hashtag is a word or phrase, preceded by the "#" symbol (pound sign), used on
social media platforms to categorize content and make it discoverable by users
interested in a particular topic. Hashtags are a way to group and label posts,
allowing users to follow or search for content related to their interests or current
events.

THE CHARACTERISTICS AND USES OF HASHTAGS

1. Categorization
Hashtags help organize content by grouping posts with similar themes, subjects,
or keywords. This makes it easier for users to find relevant posts and engage with
discussions on specifictopics.
 Gveiew and Secunity 193

2. Discovery
Users can click on or search for hashtags to discover new content and explore
posts from other users who have used the same hashtag.

3.Trending Topics
Popular or widely used hashtags can become trending topics, as they are
mentioned frequently in a short period. Social media platforms often display a list of
trending hashtags to highlight current events and discussions.
4. Community Building
Hashtags are often used to create and connect communities of people
interested
in the same subjects, such as hobbies, causes, or events.
5. Branding and Marketing
Businesses and organizations use branded hashtags to promote their products,
services, or campaigns. This allows them to engage with their audience and monitor
the online conversation around their brand.

Events and Campaigns

6.

Hashtags are commonly used to promote and discuss events, conferences, social
movements, and awareness campaigns.

7. Engagement
Users can use hashtags in their posts to increase their content's visibility and
reach a broader audience. Relevant hashtags can attract likes, comments,
and shares.
8.Best Practices
When using hashtags, it's important to choose relevant and concise keywords or
phrases. Overuse of hashtags in a single post can appear spammy and may
reduce
engagement.

VIRAL CONTENT
Viral content refers, to online media, such as a video, image, article, or meme,
that spreads rapidly and widely across the internet, often through social sharing and
word-of-mouth. This content is typically characterized by its ability to capture the
attention and interest of a large audience, leading to a significant number of views,
Shares, and engagement within a relatively short period of time. Here are some key
characteristics and factors that contribute to content going viral:
 19 beSecitt
1. Emotional Appeal
content often evokes strong emotions, such as humor, surprise, anger, or
Viral
awe. People are more likely to share content that elicits a strong emotional response

2. Relatability
Content that resonates with a broad audience or addresses common human
experiences is more likely to go viral. People like to share content they can relate to.

3. Timeliness
Current events, trends, and timely topics have a higher chance of going viral, as
people are actively discussing and searching for information related to these subjects.
4. Uniqueness and Novelty
Novel or unconventionai content is more likely to stand out and gain attention.
Viral content often has a unique twist or perspective.
5. Simplicity
Content that is easy to understand and share tends to go viral. Complex or

lengthy content may not capture as broad an audience.

6. Visual Appeal
Visual content, such as videos, images, and infographics, is highly shareable, as
it can convey a message quickly and effectively.
7. User-Generated Content
to
Content created by users or ordinary people can go viral, especially if it relates
a popular trend or meme

SOcIAL MEDIA PRIVACY

Social media privacy is a critical aspect of using social networking platforms
safely and securely. Protecting your privacy On these platforms involves
understanding the various settings, options, and best practices for controlling who
can access your personal information and how your data is used. Here are some key
considerations for social media privacy:
1. Privacy Settings
Most social media platforms offer privacy settings that allow you to control who
can see your posts, profile information, and contact you. Review and adjust these
settings to match your comfort level.
 Cyber Curif

1. Emotional Appeal
Viral content often evokes strong emotions, such as humor, SUrpri8e, anger. o
awe. People are more likely to share content that elicits a strong emotional response.

2. Relatability
Content that resonates with a broad audience or addresses common human
experiences is more likely to go viral. People like to share content they can relate to.
3. Timeliness
Current events, trends, and timely topics have a higher chance of going viral, ag
people are actively discussing and searching for information related to these subjects,
4. Uniqueness and Novelty
Novel or unconventional content is more likely to stand out and gain attention,
Viral content often has a unique twist or perspective.
5. Simplicity
Content that is easy to understand and share tends to go viral. Complex or
lengthy content may not capture as broad an audience.
6. Visual Appeal
Visual content, such as videos, images, and infographics, is highly shareable, as
it can convey a message quickly and effectively.
7. User-Generated Content
Content created by users or ordinary people can go viral, especially if it relates to
a popular trend or mene

SOCIAL MEDIA PRIVACY

Social media privacy is a critical aspect of using social networking platforms
safely and securely. Protecting your privacy on these platforms involves
understanding the various settings, options, and best practices for controlling who
can access your personal information and how your data is used. Here are some key
considerations for social media privacy:
1. Privacy Settings
Most social media platforms offer privacy settings that allow you to control who
can see your posts, profile information, and contact you. Review and adjust these
settings to match your comfort level.
 HndSecurity

Profile Information 195

2. P
Be mindful of the information
you
share On your
birthdate, location, and contact
information private or visible
details, You can profle, such as your full name,
to specific groups. choose to keep
8ome of thig
3. riend/Follower Requests
selective when accepting
Be
friend or follower
JOu know or tirust, as this can requests. Only connect with
limit the access people
others have to your content.
Custom Privacy Lists
A.

Many platforms
allow you to create custom
categorize your connections into different privacy lists or groups.
You can
groups and
groups only. share content with specific
5,Review Old Posts
Periodically review
and adjust the privacy settings on
ontent. You can restr1ct access your older posts
to posts you've made and
in the past.
6.Location Services
Be cautious about
sharing your current location on
information can be used to social media. This
track your movements and could pose
security risks.
7. Tagging and Mentions
Configure settings to control
who can tag you in posts and
approve tags photos. Review and
before they appear on your profile.
8. Third-Party
Apps
Carefully consider the permissions you
grant to third-party apps connected to
your social
media accounts. Review and revoke access for apps you no
trust. longer use or

9.Two-Factor
Authentication (2FA)
Enable 2FA for your social media accounts to add an extra
layer of security and
protect your
accounts from unauthorized access.
 Cybe Security
196

CHALLENGES OF SOCIAL NETWORK

Social networks, while providing
numerous benefits, also face various challenges.
as a whole. Some of the key
These challenges affect users, businesses, and s0ciety
challenges of socinl networks include:
Privncy Concerns
1.
concerns. Users may be
Privacy breaches and data misuse are significant
by social
uncomfortable with the amount of personal data collected, shared, and sold
or data leaks can lead to identity
networks. Unauthorized access to user information
theft, harassment, or fraud.
2. Cyberbullying and Harassment
online
Social networks can be platforms for cyberbullying, harassment, and
to verbal abuse, hate speech,
abuse. Users, especially young people, are vulnerable
an ongoing challenge.
and threats. Addressing and preventing such behavior is
3. Fake News and Disinformation
news, disinformation, and
Social networks can facilitate the rapid spread of fake
misinformation. This can have far-reaching consequences, including the manipulation
violence.
of public opinion, election interference, and the incitement of
4. Addiction and Mental Health
use, negatively
The addictive nature of social networks can lead to excessive
impacting mental health and well-being. The constant comparison with others, the
can
fear of missing out (FOMO), and the pressure to present an idealized image
contribute to feelings of inadequacy and depression.
5. Content Moderation
Moderating content on social networks is a complex task. Balancing freedom of
expression with the removal of harmful or offensive content is challenging. The
enforcement of community standards can sometimes be inconsistent or controversial.

6. Algorithmic Biases
Social media algorithms can unintentionally reinforce biases, leading to filter
bubbles, echo chambers, and the amplification of extreme views, This can polarize
6ocieties and limit diverse perspectives.
 Security 197

Online Radicalization
7.

Social networks have been used for radicalization and recruitment

into extremist
mUDS. Countering extremist content while respecting free
speech is a challenge.

OPPORTUNITIES OF SOCIAL NETWORK

Social networks offer a wide range of opportunities for
individuals, busineASES,
and society as a whole. "These platforms have transformed
the way we conmunicate,
shsre information, and connect with others, Hcre are some of the opportunities
provided by social networks:

1. Communication and Connection

Social networks provide a means for people to connect and communicate with
friends, family, colleagues, and like-minded individuals from around the world,
fostering a sense of community and global connectivity.

2.Information Sharing
Users can easily share information, news, and updates, making it an efficient
way to stay informed about current events, trends, and developments in various
fields.

Promotion and Brand Building

3.

Businesses and organizations can use social networks for marketing and brand
promotion. These platforms offer cost-effective ways to reach a broad and targeted
audience.

4.Networking and Professional Development

Social networks like LinkedIn are valuable tools for networking, job searching,
and professional development. They enable individuals to showcase
their skills,
connect with potential employers, and expand their professional network.

5. Educational Resources
Educational institutions, teachers, and students can use social networks for
online learning, sharing educational content, and collaborating on projects
and
assignments.
6. Customer Engagement
Businesses can engage with their customers, respond to inquiries, and gather
teedback through social networks. This improves customer satisfaction and loyalty.
198 ectrit

7. Awareness and Advocacy

awareness about important issues, social
Social networks facilitate the spread of
causes, and advocacy canpaigns. It enables individuals and organizations to mobilize
support for various causes.
8. Content Creation
as YouTubers, bloggers,
Social networks have emnpowered content creators, such
to reach large audiences, monetize their content, and build careerg
and influencers,
in content creation.

PITFALLS IN ONLINE SOCIAL NETWORK

they also come with
Online s0cial networks offer numeroUs opportunities, but
aware of. Some of the common pitfalls
Beveral pitfall and risks that ugers should be
in online social networks include:
1. Privacy Concerns
and other details on social
The sharing of personal information, location data,
misuse. Users may inadvertently
networks can lead to prívacy breaches and data
disclose sensitive information or become targets for cyberattacks.

2. Cyherbullying and Harassment

cyberbullying, harassment,
Online social networks can be breeding grounds for
trolling. Users may experience verbal abuse, hate speech, or threats from other
and
Users.

3. Fake Profiles and Catfishing

Some individuals create fake profiles to impersonate
others, leading to deception
as catfishing.
and potential harm. This practice is known
4. Scams and Phishing
users into sharing personal information or
Scammers use s0cial networks to trick
or investment scams.
Imoney. This may involve fraudulent offers, phishing links,

5. Addiction and Time-Wasting

can lead to excessive use and distraction
The addictive nature of social networks
can negatively impact mental health and
from real-life responsibilities. Overuse
productivity.
 Conparison and

slfste:n, nnd nsyaive ty

imnys,
7.
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(yersharng f IAmal informatin,
sMhiunal szrisusn, r intímate: detsilu
Kzplátatin.

SECURITY IS8UEG RELATED

TO SOcIAL MEDIA

seurity issues asN M:intsd vwith

srisl rmedis:
1.Privacy Concerns
Scisl msdin platforns often olleet ztensiv:
informstinn, Ieatinn, and online behavinr, "This ust data, inchuding posrsnal
advertising or, in some chsS4, msy he
data can h us4d
mishandied or
r
taryctd
partíss, EBd by unauthorizsd
2. Phishing and Heams
Cyhereriminals uss ocial mdi to Jaunch phishing attacks, vwhere
they
inpersonate trusted individunls or oryanizatíons trick
or financial information, Seams,
to ur% into revenling personal
such ns Iottery or investinent snms, are
also
prevalent on socil networks,
3. Identity "Theft
Information shared on social modin can be oxploited by identity
thieves who use
1. Lo imp:rsonate users or commit.
fnancinl fraud, Careloss sharing of personal detinils
Can lead o
identity thefi,
4.Cyberhullying

Bocal medin platforms are often used for eylhorbullying

Can haye
nd haraBsHent, which
on
ivere enotional and paychologieal effects vietims.
6,Malwnre Distribution
Tinks or nttachmcnts sharod on socinl media enn lend to the dintribution of
mWnro, Buch as viruses, ransomwars, or spywaro, Clieking on malieious links cnn
tnpromise the sceurity of the users dovico.
 Cyber Security

6. Unauthorized Access
access to
Weak passwords and lax security practices can lead to unauthorized
social media accounts. Attackers may take control of accounts and engage in
malicious activities.
7. Location Privacy
Geotagging and location-sharing features can expose a user's physical location,
potentially leading to privacy and security risks.
8. Social Engineering Attacks
Social media provides a fertile ground for social engineering attacks, where
attackers manipulate users into divulging sensitive information or taking harmful
actions.
9. Data Mining and Profiling
Social media platforms colect extensive data for advertising purposes. This can
result in detailed user profiles that may infringe on privacy and be used for
unauthorized purposes.

FLAGGING ANDREPORTING OF INAPPROPRIATE CONTENT

Flagging and reporting inappropriate content on social media and other online
platforms is an essential way for users to help maintain a safe and respectful digital
environment. Here are the general steps to flag and report inappropriate content:
1. Understand the Platform's Policies
Familiarize yourself with the specific guidelines and policies of the social media
platform you are using. Each platform may have its own rules regarding what
constitutes inappropriate content.
2. Locate the Flag or Report Option
Most social media platforms provide an option to report or flag content that you
find inappropriate. This option is typically found near the content you want to report.
Look for icons like a flag or a three-dot menu that often contains a "Report" or "Flag"
option.

3. Select the Content

Click on the inappropriate content you wish to report. This may be a post,
comment, message, profile, image, video, or any other type of content.
 nnd Security 201

Choose the Reason for Reporting

4.
he platform will usually prompt you to select the reason for your report.
Common categories may include harassnent,
hate specch, violence, nudity, fake
aCCOUnt, or spam. Choose most
the appropriate category that matches the izsue with
the content.
Additional Information
Provide
In some cases, you may be asked to provide additional
details or comments
explain why you find the content inappropriate. Be as specific as possible to help
the
platform understand the issue.

6.Submit the Report

Once you've selected the reason and provided any necessary
information, submit
the report. The platform's moderation team will review the report
and take
appropriate action.
7. Receive Confirmation
After submitting the report, you may receive a confirmation message
report has been received and is under review, The
that your
platform may also provide you
with a reference or ticket, number for tracking.

LAWS REGARDING POSTING OF INAPPROPRIATE CONTENT

Laws regarding the posting of inappropriate content on the
internet can vary
significantly by country and jurisdiction. What is considered inappropriate or illegal
content may also differ depending on local laws
and cultural norms. However, some
common categories of inappropriate or
illegal online content, as well as general legal
principles that may apply, include:
1. Defamation
Posting false statements or content that harms an individual's reputation may be
considered defamation. Laws related to defamation vary, but they
often require that
the statement be false, damaging, and unprivileged. Proving defamation can be
complex.

2. Hate Speech
Hate speech laws differ widely, but many countries have laws prohibiting the
incitement of
hatred or discrimination against individuals or groups based on their
tace, religion, nationality, or other characteristics.
 3. Harassment
Online harassment, including cyberbullying, can lbe illegal if it involves threata
intinidation, or malicious intont, Sone jurisdietions have specific anti-cyberbullyiny
laws.
4. Cyberstalking
Harassing or stalking someone online enn be n criminal oflense. Laws may
require a pattern of repeated behavior or the intention to cause fear or distress.
5. Child Exploitation
Posting or sharing explicit or indecent content involving minors is illegal in
many jurisdictions. Laws surrounding child exploitation are strict to protect minors.

6. Revenge Porn
Sharing explicit images or videos of someone without their consent, often
referred to as "revenge porn," is illegal in numerous countries.
7. Copyright Violation
Sharing copyrighted material without authorization can lead to copyright
infringement claims. Laws like the Digital Millennium Copyright Act (DMCA) in the
United States provide a legal framework for addressing copyright violations.
8. Obscenity
Some jurisdictions have laws against sharing obscene or sexually explicit
content. What constitutes obscenity can vary widely.
 REVIEW OUESTONS

Section -A
1. What do gos e
by Srrial mea?
2
What is meant by scial serIrity?
3
Give thE eaig cf scrial etwrt
4. What is sccial etia piattrma?
5. What is meant by Sseial meiz mrti
6
What do gos mean by Haattag?
7. Give the mearing of Vral mAt
What is srcial eiz marketing?
What do you mezn by Scial metia prirg?
-
Section B
1. Disuss the bereita f Ssial reia
2 Ezamine the avartage d
Cizzrzzz cf Sral triz
3. Erplain the diierent types i scial ea.
4.

Briely ezplzin the challezgE Ë srial eiz prira.

7. Ezaríne the oppities andpiialls in crie sizl ngt

UBRAR
 REVIEW QUESTIONS

Section - A
1. What do you mean by Social media?
2. What is meant by social security?
3. Give the meaning of social network.
4, What is social media platforms?
5. What is meant by Social media monitoring?
6. What do you mean by Hashtag?
7. Give the meaning of Viral content.
8. What is social media marketing?
9. What do you mean by Social media privacy?
Section -B
1. Discuss the benefits of Social media.
2. Examine the advantages and disadvanatges of social
networking.

3. Explain the different types of social media.

4. Write a brief note
on social media platforms.

5. Describe the pros and cons of social media Lrketing.

6. Briefly explain the challenges of social media
privacy.

7. Examine the opportunities and pitfalls in online

social network
w
8. Write a brief note on Security issues related ocial media.
*****

UTTASWASY
FIRST GRADE

PRICE.2S5
LIBRARY DATE.l24
YSORE.02:
SiLPy Fnd Gre Collgs 3rd Siage,

Myeore-2