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Social Network - Facebook

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Added on  2020-02-05

Social Network - Facebook

   Added on 2020-02-05

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SOCIAL NETWORKReason to choose this topic:-I have chosen this topic to tell or explain the importance of social networking in our daily life. This dissertation is belongs to our course because it is related to the social issue which is very common and important to us. Social networking is very important to keep in touch with one another.Defination:-Social networking is the practice of expanding the number of one's business or social contacts by making connections through individuals, often through social media sites such asFacebook,Twitter,LinkedInandGoogle.EXPLANATION:-Asocial networkingservice (alsosocial networkingsite, SNS orsocialmedia) is an online platform that is used by people to buildsocial networksorsocialrelations with other people who share similar personal or career interests, activities, backgrounds or real-life connections. Social networkingis the use of internet-basedsocialmedia programs
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to make connections with friends, family, classmates, customers and clients.Without social media or network we will not be able tomake contact between two cities or countries as soon as possible,social media is the source by which we convey our ideas with each other we share our important and secret safe and soundly. We can find information on any topic without any problem and wasting our time on different websites such like google , youtube. By social networking now people are running their businesses online, we can buy goods online and have them on our door step. This is all happen with the help of social media.USEGE OF SOCIAL NETWORKING:-Recent trends show that social media usage has increased. As of October2011, one of the most well-known social media sites is Facebook (Facebook, 2011). This site currently boasts 800 million active users, and over 50% of active users log on to the site every day (Facebook, 2011). Members are able to connect with friends on the site, andthe average user maintains approximately 130 friends (Facebook, 2011). Further, more than 350 million of these users access the site through a mobile device (Facebook, 2011). According to Eldon (2011), 51.2% of users are male, whereas 48.8% are female. In terms of age, 20.6% of users are between the ages of 13 and 17; 25.8% are between theages of 18 and 25; 26.1% are between the ages of 26-34; and 27.5% are over the age of 35 (Eldon, 2011).COMPINIES ADOPTING SOCIAL NETWORKING:-In addition, companies have also begun using social media sites as a wayto better communicate with customers. According to Hyllegard, Ogle,
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Yan, and Reitz (2011), “between 66%-96% of consumer goods companies have adopted social media, includingFacebook” (p. 601). One feature of this site is the ability of users to “fan” particular products or brands so that they receive information about these products. In addition, this feature allows customers to express satisfaction or dissatisfaction toward a company orbrand. Facebook reports the average user can express interest in over 900 million objects, and the average user follows 80 such pages (Facebook, 2011). According to LaDuque (2010), companies can also utilize social media platforms to create personalized experiences, to increase brand loyalty, to generate sales leads, andto increase exposure. For example, companies which provide entertaining videos or valuable incentives may have their offerings shared between social media users through electronic word-of-mouth communication. In addition, social networking sites may also allow companies to communicate directly with customers to improve products or address issues. Facebook allows individuals to “like” pages, meaning they will receive updates regarding the product or brand they have “liked.” Even mutual fund firms have begun using this medium to communicate with customers, create interactive scavenger hunts, and organize contests among fans (Glazer, 2011).Social media can also be used by both companies and customers for marketing research. In 2007, Casteleyn, Mottart, and Rutten (2009) sought to understand the behaviors of individuals who joined groups on this social networking site. These groups could be devoted toward supporting or criticizing specific products or brands and represented an early form of Facebook’s “like” function (Casteleyn et al.). According toCasteleyn et al., market researchers could gain insight into individuals’ feelings about a brand from reading wall posts. These wall posts could potentially include comments about the brand or photographs involving the brand. These researchers hypothesized researchers could better understand this consumer behavior by considering the agent (the individual posting the information), the act (what he or she posted), agency (the method used to post the information), the scene (the context of the post), and the purpose (why the information was posted). These
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findings are of significant importance, as Pempek etal. (2009) found thatthe average student belonged to 24.58 groups; however, Pempek etal. also found that active participation within these groups was rare. Of similar interest to companies, social media platforms also allow customers to collect information about companies and brands (Barnes, 2008). Barnes found 70% of respondents used social media to investigate companies at least sometimes whenconsidering a purchase. Though Barnes found information on social networking sites like Facebook was deemed by customers to be of little value, respondents under the ageof 25 viewed information on social media sites more positively. However, the role of online product reviews is important: 74% of respondents have chosen a product or brand based on online reviews (Barnes). Thus, positive reviews can improve sales, while negative reviews can lower sales. Despite these potential benefits, companies must also be cautious when using Facebook. First, culture has developedon the website, and companies must be careful to adhere to the cultural norms preset on the site (Vorvoreanu, 2009). To understand howcompanies could effectively engage in public relations on Facebook, Vorvoreanu (2009) conducted six focus groups with 35 college students.Vorvoreanu discovered some users feel as though corporations do not belong on the site, as it was meant for friends to interact. Consistent withother research studies, many users view their profiles as a means of self-expression, and becoming fans of a company allows them to express their interests (Vorvoreanu). Respondents were also accepting of small businesses which maintained a presence on the site, though this was because they often knew the owners personally (Vorvoreanu). Although respondents were unhappy that corporations had begun maintaining a presence on Facebook, they also reported that they would beinterested in receiving discounts and gifts from these organizations through the social networking site (Vorvoreanu). In addition, social media traffic also exhibits a higher bounce-rate (85%) thansearch engine traffic (50%), meaning people who access sites through social media are less likely to become customers (LaDuque, 2010).
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