Comparison of Twitter and LinkedIn for Business

This report discusses the affirmative and agnostic aspects of social media, security and privacy challenges, and a comparison of Twitter and LinkedIn for businesses. It highlights the features and suitability of these platforms for businesses.

INDIVIDUAL REPORT

Table of Contents
Introduction......................................................................................................................................1
Comparison as well as contrast among affirmative and agnostic aspects of social media on
Internet........................................................................................................................................1
Challenges as well as measures associated with security and privacy which must be taken
while making use of social media services online......................................................................5
Choose two instances of social media, conduct comparison and contrast among their
application and features with respect to suitability for businesses.............................................7
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

Introduction
The global computer network that is liable for furnishing wide range of information as
well as communication facilities that involves interconnected networks that make use of
standardised protocols is referred to as internet (Andangsari and et. al, 2017). This is a global
wide area network that involves high bandwidth data lines which are liable for connecting
computer system around the world. The form of electronic communication by which users have
the option for creating online communities for sharing personal messages, ideas, information or
any other kind of content. This report comprises of pessimistic & affirmative aspects associated
with social media, security as well as privacy challenges. Apart from this, it comprises of
different social media platforms and various aspects associated with them.
Comparison as well as contrast among affirmative and agnostic aspects of social media on
Internet.
The interactive computer-mediated technologies which are liable for facilitation of
creating or sharing of interests, ideas, information and other forms of expression by utilisation of
virtual communities along with networks. Internet is defined as globally connected network
system that make use of TCP/IP (Transmission Control Protocol/Internet Protocol) for
transmission of data through different types of media (Baker-Sparr and et. al, 2018)
(Bratawisnu, Giri and Rinaldi, 2017). This is network of global exchanges that involves
government, academic, business, private and public networks which are either wireless, guided
or fiber-optic technologies. Basically, internet is liable for rendering a platform through which
social media operate. It involves social networking sites such as Facebook and Twitter which
acts as a inexpensive as well as widely accessible electronic tool which assists individuals within
collaboration and building up relationship among them. The different aspects associated with
social media have been illustrated below:
Influences of social media on business: Organisations makes use of social media for
enhancing performance by which objectives can be attained along with this annual sales can also
be enhanced. Basically, it facilitates like a interaction platform which furnish two way
communication among company and stockholders (Daftary-Kapur and Penrod, 2018). Firms
like, Tesco, Ford, TUI, etc. makes use of social networking sites for promoting services and
products which are being delivered by them. This enables them to attract ample of customers or
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users towards their offerings If firm has established a brand then it will allow them to develop
their existent brand by providing their business with voice. The functions which are being
rendered by social media to businesses are illustrated below: Marketing: This is most important aspect through which firms like Next Plc, Tesco, etc,
through which brand can target their online audiences (DeLisle, Goldstein and Yang,
2016). Creative: Through this, copy, art and designing teams can invent new ideas for
attainment of goals. Social media can be utilised to show case their offerings in an
attractive way to captivate maximum of individuals towards themselves. Business development and operations: Various social media platforms like LinkedIn
aids businesses within having connections with their experts through which strategic
plans can be formulated. Apart from this, professional networking sites can be used for
connecting with their clients.
Positive impact:
 Social media aids businesses for having better understanding of their audiences according
to their likes and dislikes (Dong, Liang and He, 2017).
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 Promotional activities are being carried out by businesses which assist within making
new customers by rendering useful facilities (Gillespie, 2018).
 Social media will lead to enhancement within insight into market as well as stretching
their online networking beyond their rivals. It will assist within enhancing awareness among brands as well as reach with minimised
or no budget to their probable customers.
Negative impact:
 Within the social media followers and fans can post their opinions for peculiar firm, it
can be negative comment also which might lead to failure of firm.
 Organisation may fall victim to hackers, which will harm their brand reputation
(Hoffmeister and Watts, 2018). Furthermore, wrong online brand strategies will doom
firm that leads to high viral social disadvantage. Firm must assign a person who will be handling their profile as it is a time consuming
process but this will lead organisation to have extra investment.
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Illustration 1: Usage of Social Media for E-Commerce

Influences of social media on society: The platforms have altered ways in which
individuals communicate as well as socialise on web. Social networking sites furnish individuals
with opportunity for reconnecting with colleagues, friends or others which leads to alter the life
style of society (Koning and et. al, 2018).
(Source: Social media its impact with positive and negative aspects. 2016)
As per the survey, around 52% of adults makes use of two or more social media sites.
This implies that social media platforms are widely utilised to have communication and acquire
knowledge with respect to different aspects.
Positive impact:
 Social media assist individuals to share their ideas with others who are beyond their
geographical boundaries (Social media its impact with positive and negative aspects.
2016). Furthermore, it will lead to creation of awareness among society in context of
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Illustration 2: Social Media Sites, 2012-2014

promotions, articles that are advertised, campaigns, etc. through which society can be up
to date in context of latest information.
 This renders open opportunities for bloggers and writers to associate with their clients in
an effectual manner (Kunpeng and Xing, 2018). It is liable for uniting people on larger platform for attainment of peculiar goals. This
leads to bring in affirmative alterations within the society.
Negative impact:
 Addiction is worst impact of social media where individuals spend most of the time on
social networking sites through which concentration as well as focus can be diverted
from peculiar task.
 Social media impact kids as sometimes photos and videos are uploaded on social media
which contains violence as well as antagonistic things that leads to alterations within their
behaviour (Social media its impact with positive and negative aspects. 2016).
Challenges as well as measures associated with security and privacy which must be taken while
making use of social media services online.
Online networks have became popular within recent years and adapting to them leads to
huge volume of personal information on the internet. The massive influx within personal
information which is available online and is stored in the cloud which has kept privacy of user at
forefront for carrying out discussion with respect to ability of database for storing safely personal
information of their users. As per CIO insights, worldwide security breaches cost is growing
from $3 Billion in 2015 to $6 Trillion in 2021 and social media acts as a key channel for making
cyber attacks (7 Social Media Security Issues Your Business Faces, 2018). Challenges as well as
measures that are being faced as well as taken up by firms are being illustrated beneath:
 Ransomware & Virus Attacks: This denotes different malicious software that are liable
for blocking up access to system when ransom is paid. For an instance, WannaCry lead
to pay hefty amount which was global attack. The business social can be utilised in two
ways for carrying out ransomware attacks. First is bad actor will acquire personal details
from social media accounts, then this will be utilised within incorporation of fake email
where individuals are asked for clicking weblinks or download. In this way the recipients
are mislead as they will perceive email from authenticated user, they click on it and
download ransomware (Lovink, 2017). In case if social media accounts are hacked then
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malicious software will be distributed via a private message and is being sent to
followers as it is coming from trusted account this seems trustworthy. The measures
which can be taken by organisation is that antivirus software must be installed as well as
carry out updates on continuous basis.
(Source:Privacy and security issues in online social networks. 2018)
 Phishing and brand impersonation: Setting up website which resembles to that of firm
whose customers are targetted is denoted by phishing attack. The idea behind this is to
convince individuals that there website belong to trusted company's like person's bank as
this will enable them to reveal sensitive information like credit card information, login
credentials and many others (Marturano, 2018). When website pose like a brand and
representing themselves like other firm, for an instance Softwire can pretend themselves
as SAP or Microsoft through which they can counterfeit their products . This will lead to
create confusion among their customers when they communicate with brand via
malicious website. The countermeasures which can be used by businesses is that the
governance process must have discovery system within them so that counterfeit accounts
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Illustration 3: Percentage of OSN Users

can be identified. When it is being done then details must be provided to their legal
department so that it can be ceased as well as desist procedures. Stolen Password: In case passwords are stolen and are utilised by them then it will lead
to create a hassle for firm until PR crisis are resolved and they retain their accounts, a
lots of damage might have created (Van Rooij and et. al, 2017). When individuals are
being given access to make change within the firms Facebook page then if personal
account is hacked then it will lead them to have access to the organisations page as well
as. The measures which can be taken with respect to this involves changing password on
continuous basis as well as making use of special characters through which normal
attacks like Brute Force or dictionary attacks do not break them. Uncontrolled user access: Various firms share their credentials with social media
agencies, consultants and managers which is not an apt practice with respect to security
aspects. To deal with such kind of situations, countermeasures that can be taken by
businesses involves granting access for management of accounts in which credentials
will not be shared with multiple parties. This leads to maintaining integrity with respect
to credentials while keeping control over credential alterations with governance team.
 Connected Apps: Most of the firms applications are associated with social media
accounts which involves publishing, listening, analytics systems and various other. It is
crucial to acknowledge that other applications might be in-road for accessing, this
denotes that understanding of security practices is crucial when apps are connected
(Zhuravskaya, Petrova and Enikolopov, 2019). For handling this, measures which are
being taken comprises of governance policies in which employees will not associate
applications with their social accounts which are not being approved by the social media
governance team of corporate.
Choose two instances of social media, conduct comparison and contrast among their application
and features with respect to suitability for businesses.
Social media is valuable for building up audience connections as well as filling up sales
funnel irrespective of small or large business, by making use of different social media channels
enhanced benefits are being rendered for engaging with their customers. There are different
social media platforms that can be used by businesses for rendering their features in an impelling
manner (Andangsari and et. al, 2017). They involves, Facebook, Instagram, Twiter, LinkedIn
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and Google+. Depending upon the requirements of business and the one which will lead them to
attain their goals in an affirmative manner can be utilised by them.
Twitter: It is a American micro-blogging as well as social networking services in which
individuals post and carry out communication with messages are denoted by tweets. It was
founded on 21st March, 2006 and is headquartered in California, US. For current news, industry
updates and technical blogs, Twitter furnish greater way to firms for engaging within real-time.
Around 326 million users are captured monthly which aids them within being significant in
industry. With around 240 characters limit per update, it is crucial for organisation to identify
ways by which information can be kept concise, relevant and compelling within fast-paced
network. This enables individuals to give feedback with limited characters by making use of
significant hashtags (Baker-Sparr and et. al, 2018).
LinkedIn: This is American business which furnish employment-oriented service that is
being operated through mobile apps and websites. This was established on 28th December, 2003
and is a social networking service that renders their offerings worldwide. For carrying out their
operations from business to business. LinkedIn provides an effectual platform through which
professional relationship can be established. They have around monthly 303 million users which
comprises of near about 90 million of senior level influencers or those who are within decision
making position. Unlike other social media platforms, LinkedIn focus on formulation of
professional connections among organisation, updates, company news or anything like this
which will serve audiences with impelling piece of content. It has became rich source for
competitive intelligence as well as driver of traffic.
Basis Twitter LinkedIn
Features Brevity: This enables followers to
carry out quick scan as well as decide
what they have to learn about. The reason
behind this is 140 characters.
Likeability: Twitter assist businesses
to reflect their personality by which they
can accomplish requirements of their
customers (Bratawisnu, Giri and Rinaldi,
2017).
Professionalism: This is liable for
revealing skills and experience of
anyone who want to know it.
Businesses need to ensure that it is
accessible through sharing buttons
present on the website.
Formality: It is a business person,
here business is all rather than having
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Relationship: This enables to develop
quick relationship which will blossom
their real-life business connections.
a social perspective.
Space for elaboration: The freedom
is being provided where posts as well
as messages can be expanded for
clarifying the messages.
Applications Businesses can make its use by inviting
followers to website by providing them
with free samples so that they can look
for more purchases. This will lead them
build up effectual relationship with their
probable customers.
This is being utilised by firms like
Microsoft, SAP, etc. to furnish
relevant as well as well organised
data. This leads to boost up
credibility.
Suitability
for
businesses
Though it furnish impelling features but
it is not apt for businesses like there is
restricted message space. Along with this,
there is delay within having quick
feedback. Businesses can make use of
tweets clearly by which there restriction
can be minimised.
The clear meaning can be furnished
by elaborating them, this implies that
longevity will be provided. It can be
verbose but businesses can provide a
clear details about their offerings
(Daftary-Kapur and Penrod, 2018).
Both can be utilised by organisation as they render same function i.e. reaching out
maximum number of customers with their customers. Though both have certain differences and
might seem that one is better than other but they furnish unlike features. An instance can be
taken into consideration, due to restricted space hashtags are used within Twitter which will
furnish clear meaning and LinkedIn furnish efficient space where business can elaborate their
opinions. Along with this, certain comments are being provided that gives firms with appropriate
feedback in context of their services and if they feel it is feasible then they can make appropriate
changes (DeLisle, Goldstein and Yang, 2016). Furthermore, personal messages can also be sent
that which denotes that can be used as effective tools for interaction.
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Conclusion
From above it can be concluded, internet furnish a medium through which interactions
can be carried out around the world. Social media platform is being utilised by individuals and
businesses to conduct effectual communication. While making use of it, this is mandatory to
ensure that appropriate measures are being taken through which unauthorised access to accounts
can be restricted. Furthermore, there exist distinct types of social media platforms which can be
used by businesses through which they can captivate more number of individuals towards there
services.
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References
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Baker-Sparr, C. and et. al, 2018. Internet and social media use after traumatic brain injury: a
traumatic brain injury model systems study. Journal of head trauma
rehabilitation, 33(1), pp.E9-E17.
Bratawisnu, M.K., Giri, R.R.W. and Rinaldi, R., 2017, May. Association perception customer
feedback with text network analysis in social media (case study on internet banking
BRI, BCA, Mandiri in Indonesia). In 2017 5th International Conference on Information
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Daftary-Kapur, T. and Penrod, S.D., 2018. Pre-and Midtrial Publicity in the Age of Internet and
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DeLisle, J., Goldstein, A. and Yang, G. eds., 2016. The internet, social media, and a changing
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Dong, T., Liang, C. and He, X., 2017. Social media and internet public events. Telematics and
Informatics, 34(3), pp.726-739.
Gillespie, T., 2018. Custodians of the Internet: Platforms, content moderation, and the hidden
decisions that shape social media. Yale University Press.
Hoffmeister, T. and Watts, A.C., 2018. Social media, the internet, and trial by jury. Annual
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Koning, I.M., and et. al, 2018. Bidirectional effects of Internet-specific parenting practices and
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pp.624-632.
Kunpeng, S. and Xing, X., 2018. Influence of Social Media in Internet on Sentiment Contagion
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Lovink, G., 2017. Social media abyss: Critical internet cultures and the force of negation. John
Wiley & Sons.
Marturano, A., 2018. Book Review: Superconnected: the internet, digital media, & techno-social
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Van Rooij, A.J. and et. al, 2017. Time to abandon Internet Addiction? Predicting problematic
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Zhuravskaya, E., Petrova, M. and Enikolopov, R., 2019. Political Effects of the Internet and
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