VU Social Media Practice Analysis Report - [Course Name]

This report provides a comprehensive analysis of current social media practices, defining social media and its role in today's world. It examines the features of social media, including web space, web addresses, profile building, and real-time content uploading. The report also delves into the advantages of social media, such as high connectivity, educational opportunities, information dissemination, promotion of businesses, support for noble causes, and increased awareness. The analysis covers the impact of social media on business, including brand awareness, customer service, and engagement. The report also includes a mind map visualizing the key concepts discussed. This report is a valuable resource for understanding the multifaceted role of social media in modern society and its implications for business and communication strategies. The report also includes features, advantages and the definition of social media.

VICTORIA UNIVERSITY
BCO 6653  Management of Information Technology
Semester X, 20YY
place current semester and year here
Current Practice Analysis for
Social Media
Submitted by:
Place your student numbers and names here
Place date submitted here
6946891136669612655.docx

Current Practice Analysis for Social Media
List your names here followed by a comma and your email address:
Jane Smith, [e-mail]
Abstract
The main aim of this literature review is to understand the entire concept of social media and its
current practices. The social media can be defined as the computer mediated technologies, which
eventually facilitate the entire creation or sharing of the information, career interests as well as ideas
through virtual networks or virtual communities. There is a vast variety of built in as well as stand-
alone services in the social media for mitigating all the challenges or problems. This social media has
various current practices and thus involving in several significant scenarios for the purpose of
providing exclusive advantages to the users. This literature review will be focusing on the topic of
social media as well as all of its current practices. These current practices help the business by setting
several organizational goals and objectives. The next significant advantages are building brand
awareness and gaining new customers. Moreover, the customer services could be easily strengthened
with the help of social media. The overall engagement with the business is solely increased with the
social media. The correct networks of social media should be selected for eradicating the excess time
consumption. The products and services are well defined and advertised with the help of social media.
The literature review of the social media and its current practices will be provided here.
Introduction
Social media is the proper collection of several channels of online communication that are solely
dedicated for the inputs are based on community, significant collaboration, sharing of contents and
better interactions. The websites as well as the applications, which are dedicated to social networking,
forums, social networking, micro blogging and various others within the social media types. Social
media has become the most important and integral part of the users since the social media websites as
well as the applications is proliferated (Hampton et al. 2014). The most traditional means of social
media mainly involves several social components like comment fields for the users. Within any
specific business or organization, this social media is utilized for marketing the products, promoting
the brands, fostering new businesses and even connecting to their current customers. The social media
analytics is the proper practice of collecting and keeping data from all the websites of social media or
blogs and thus analysing those data for taking or making various business decisions. The most basic
utilization of the social media analytics is for mining the customer sentiment for the purpose of
supporting marketing and various customer services activities.
Social media has brought excess change in the overall point of views of interactions with peers,
friends, customers and various other people. Apart from the personal usability, social media is also
used in the businesses for marketing products. The company can easily validate the brand with the
help of this social media. There are various social media networking sites present in today’s world.
The most significant and popular social networking sites that are in current practice mainly include
Facebook, Twitter, Instagram, LinkedIn, YouTube, Google+, Pintrest, Snapchat and Foursquare. The
access to any type of news and connection with the rest of the world has become extremely simpler
with the help of this social media. Moreover, the social media is responsible for bringing out more
success in business by means of marketing any product for the company. The following literature
review will be focusing on the various important features of social and its current practices.
Literature analysis
The significant collection of various methods, skills, processes and techniques that are utilized for
proper production of services as well as goods in the perfect accomplishment of goals and objectives
is known as technology. Technology has acquired the entire world by enhancing several advantages or
6946891136669612655.docx

Current practice analysis for BCO 6653 * Management of Information Technology 2
benefits for its users. The newest form of this technology is the growth as well as development as well
as utilization of the basic tools. The embedment of the machines for allowing the operations without
any detailed knowledge of the workings (Laroche, Habibi and Richard 2013). One of the most
significant advancement of this technology is social media. Social media is the tool or application for
sharing information amongst various people. This type of social media mainly involves various
networking websites such as Facebook and Twitter; even bookmarking websites such as Reddit. There
are various advantages of this social media and thus the problems with this technology are also faced
by the users.
Definition of Social Media
Social media is the most utilized platform for interaction through the connection of Internet.
According to Van Dijck (2013), social is the catch all term for the variety of various application of
Internet, which subsequently enables the users for creating content and also interacting with one
another. This specific type of interaction could be taken in various forms. However, some of the most
common types of social media interaction mainly involve sharing of various links to any interesting
and important content that is produced by the third parties, sharing media like photos, posts and
videos, posting own point of views, commenting on the various posts, updates, photos, links and
videos that are shared by other users and public updates to any particular profile like involving
information or data on the recent actions or activities and also location of the data (Van Dijck and
Poell 2013).
Figure 1: Mindmap of Current Practice Analysis for Social Media
(Source: Created by the Author)

Current practice analysis for BCO 6653 * Management of Information Technology 3
Features of Social Media
As per Fuchs (2017), social media is considered as one of the most important as well as significant
requirements in today’s world. It is the group of several websites in which all the users eventually
network for social means. Social media comprise of various features with it. The most significant
features of this social media are as follows:
i) Web Space: The first and the foremost feature of the social media is web space. The website
of the social media must provide their users completely free of cost web space for the purpose of
uploading any content.
ii) Web Address: The second significant feature or aspect of the social media is web address.
Hollebeek, Glynn and Brodie (2014) state that the users of the social media are provided with a
unique web address, which becomes their unique web identity. The users thus can share as well as
post all the contents on the specific web address.
iii) Building Profiles: The next important aspect or characteristic of this social media is the
creation of several profiles. The users of the social media are eventually asked for entering all of their
personal details such as names, addresses, schools, colleges, date of birth, various educational
qualification and professional details and many more. Van Dijck and Poell (2013) have stated that the
particular web site then is responsible for mining all the personal data or information with the purpose
to connect with other individuals (Refer to Appendix One).
iv) Connection with Peers: The fourth significant characteristic of the social media is the
connection with peers or friends. The users are encouraged for posting all types of professional and
personal updates regarding themselves (Nah and Saxton 2013). The web site of social media, hence
becoming an important platform for the connection of friends and relatives.
v) Uploading Content in Real Time: The users are given proper tools and techniques for
posting proper contents within real time. The content could either be text, audio, video, images or any
symbolic likes or dislikes. Due to the involvement of real time, the social media is extremely popular
for its users.
vi) Enabling Conversations: The conversations of the users are easily enabled with the help
of social media. According to Luo, Zhang and Duan (2013), they are given the rights in commenting
on various posts and thus, a great social connect is enhanced.
vii) Posts having Time Stamp: The next significant feature of the social media is the that the
posts on the social media have time stamp. Since, all the posts are eventually stamped with time, the
entire procedure of following any post is extremely easy than others (Refer to Appendix One).
Advantages of Social Media
Hampton et al. 2014 state that when all the communications channels are dedicated to the community
based inputs, interactions and sharing of contents together, they are collectively known as social
media. The simple procedure of sharing of contents is collectively known as the social media. There
are various advantages or benefits of this social media. These advantages are given below:
i) High Connectivity: The first and the foremost advantage of the social media is extremely
high connectivity. The entire connectivity in the entire world is extremely advanced and thus the users
can easily connect with all other people. As per Marwick and Boyd (2014), there is no such restriction
that the social media could be accessed from any specific part. The thoughts could be easily shared
with the help of social media.
ii) Providing Education: The second significant advantage of this social media is to provide
proper education for the users. This is useful since the teachers and the students are getting benefitted
from this and hence the experts and professionals could easily access the information or data through
the social media.
iii) Information as well as Updates: The third significant benefit of the social media is the
information as well as updates. According to Ashley and Tuten (2015), the users can easily update
about themselves from the latest occurring and happenings in the surrounding. Television and the
print media in modern days are absolutely biased and thus do not convey any true message. With the

Current practice analysis for BCO 6653 * Management of Information Technology 4
utilization of social media, the facts could be easily obtained and so is the true information after doing
relevant research.
iv) Inducing Promotion: The next significant advantage of the social media is that it helps in
promoting any business, product or service. Duggan and Brenner (2013) state that since, the entire
world is open to the user; they can easily promote their business or products. This helps in making the
businesses extremely profitable and also less expensive as all of the expenses that are made over any
specific business are for the purposes of advertisement or promotion. This could be easily reduced by
constantly as well as regularly getting involved on a social media platform for the successful
connection with the target audiences.
v) Noble Cause: As per Gerbaudo (2018), the next important benefit of the social media
mainly involves the requirement of noble cause. This particular type of platform is also utilized for the
purpose of noble cause. For an example, the entre concept of promotion for the social welfare
activities or donations for the needy people is an extremely significant noble cause and this is easily
done with the help of social media. Since, all the people are connected on the Internet; these types of
causes could be easily promoted.
vi) Providing Awareness: The next important benefit of the social media is awareness. Gikas
and Grant (2013), state that this type of platform is utilized also for the awareness or innovative
method the users are living in. It is the basic social media platform that is being responsible for
helping the users in discovering all the new as well as innovative stuffs, which could easily enhance
the personal lives of the people (Tess 2013). Each and every individual of the society is benefitted
from the platforms of social media and hence, it is an important factor of awareness.
vii) Improving Business Reputation: The next significant benefit of the social media is the
improvement of the business requirements. Moreover, the business sales are also improved with the
help of this type of platform. The positive comments regarding any company helps the business to
grow and develop the goodwill and sales. According to Ruths and Pfeffer (2014), all the people are
free in sharing in sharing their views over the social media and thus impacting positivity, when the
good words are being shared.
viii) Helping Government as well as Security Agencies for Fighting Crime: The next
important advantage of the social media is that they help the government as well as all the agencies in
fighting crime or such issues. One of the most significant advantages of this social media is that it
helps Governments and Security Agencies to spy and catch criminals to fight crime (De Choudhury et
al. 2013). Due to the presence of this particular advantage, social media becomes explicitly important
and vital for all the users.
ix) Helping Building Communities: Another significant advantage of the social media
majorly involves helping in building any community. Social media is responsible in the proper
building as well as participation of the community irrespective of the religion and hence discussing or
learning about their point of views.
x) Helping for Issues: the final significant advantage of the social media mainly involves
helping all the users for their issues or problems (Seidman, 2013). The issues or the problems could be
easily shared with the community for getting help as well as proper guidelines. Since, the entire world
is connected; the help could either be in terms of money or advice.
All the above mentioned advantages or benefits make the entire concept of social media
extremely important for their users.
Disadvantages of Social Media
As per Gensler et al. (2013), in spite of having all these extremely important advantages or
benefits, there are some of the most significant disadvantages that make this platform of social media
vulnerable for their users. The various significant disadvantages or challenges for utilizing the social
media are as follows:
i) Cyber Bullying: One of the most dangerous disadvantage or challenge of utilizing this
social media is cyber bullying. As per the statistics, about 30% of the total children worldwide have
been the major victims of cyber bullying in their lives. According to Madden et al. (2013), as anybody
could easily create a fake account within social media with the sole purpose of bullying any specific

Current practice analysis for BCO 6653 * Management of Information Technology 5
person, they have the access to do anything without getting being traced. It is extremely difficult to
catch someone, who is bullying a person. There are various threats, challenges and rumours that could
be easily sent over the network to the masses with the purpose of creating chaos as well as discomfort
within the society. All these threats and intimidation messages within the social media are used for
creating any type of discomfort within the society and especially for the youth generation.
ii) Hacking: The second disadvantage of the utilization of social media is hacking. The
personal data as well as privacy is easily hacked as well as shared over the Internet (Trainor et al.
2014). This type of activity is responsible for making financial losses for the society and also loss of
the confidential data and personal life. Eventually, the identity theft is again one of the most important
problems, which gives or provides major losses to any user by simply hacking all the personal
accounts. Various personal accounts on the social media had been hacked in the past with the sole
purpose of posting such materials, which have affected the personal lives of the individuals. This is
one of the dangerous disadvantages of the social media and every user is advised to keep their
personal data and accounts safe to avoid such accidents (Seidman, 2013). Hacking is considered as the
most dangerous disadvantages of hacking.
iii) Addiction: The third important disadvantage of the social media is addiction. The
addictive part of the social media is extremely effective for the users and thus could disturb the
personal lives of the users as well. All the teenagers are solely affected by this factor and thus when
they get involved with the addiction of social media; they are eventually completely cut off from the
society (Duggan and Brenner 2013). This type of addiction also wastes the time of the individuals for
being utilized by any productive activity or task.
iv) Frauds or Scams: Another significant disadvantage of the social media is the involvement
of various frauds or scams. There are various examples of these scams and frauds, in which the users
have significantly scammed and also committed fraud with the help of social media. As per
Hollebeek, Glynn and Brodie (2014), the frauds and scams have become excessively higher with this
type of platform.
v) Security and Privacy Issues or Problems: This is another important disadvantage of the
social media is the security and privacy issues or problems within the platform. In today’s
technological world, there are various security agencies that are having access to the personal accounts
of the people. This could be extremely vulnerable for the privacy of the users as they do not have any
security of the data (Nah and Saxton 2013). Since, it is open to the world, these types of security and
privacy issues could rule the world and the data of the users would be at stake. The confidential
information often becomes explicitly difficult to be secured for the users and they suffer through
various dangerous situations.
vi) Reputation: The next significant disadvantage of the social media is loss of reputation.
This social media could easily ruin the reputation of a user only by the creation of a falsified story and
thus spreading within the social media. According to Luo, Zhang and Duan (2013), all the businesses
could also suffer major losses for the bad reputation that is being conveyed on the social media. This
type of loss of reputation could even cause the loss of lives.
vii) Issues of Health: Another important disadvantage of the social media is the issue of
health. The excessive usability of this social media could even have any negative impact on the health.
Eye sights, obesity and affect to the brain are the major problems for the heath issues of the users.
Literature analysis summary
Social media is one of the most important and significant platforms to show or express the point of
views of the users. They can share their point of views with the world or whoever is connected with
them. The various significant points of the literature review mentioned above mainly comprise of the
features, advantages and disadvantages of this particular platform. These features, advantages and
demerits of social media clearly mention about the current position of social media in today’s media.
Since, it is the most important and significant or integral part of the world. These various
disadvantages have become major problems for the society.

Current practice analysis for BCO 6653 * Management of Information Technology 6
Current Practice Section
The use of social media and the current practice of social media are quite different in present world.
As per CIO.com (2018), social media had a big break within the year of 2016. The entire medium and
small social media organizations have reached a new height for influencing and not without
consequences. In the Presidential election campaign of the United States, the public had grappled all
the ways of social media for taking the elections. Although, CIO.com has uncovered the darker sides
of the digital introverts, there are various slanted views or even political biases. In the final weeks of
presidential election 2016, it has become absolutely clear that the social media could be extremely
dangerous or powerful for the society (CIO.com 2018).
The elected President of Donald Trump has utilized his Twitter account for the personal megaphone
and has twittered his views in the most haphazard manner. The tweets that the President now gives, is
guided with media coverage and, in many ways, has driven more attention than any other press
conference, debate or rally.
According to CIO.com (2018), Samsung is in the middle of a strong battle with the organization of
Apple for the supremacy of smart phone. One of these methods is when the South Korean
organization looks at the edge from the consumers of their social media activities. This company
utilizes an important analytics platform for gaining instant insights and also the detailed reports about
the conversations.
Facebook is recently facing major problems after the scandal of Cambridge Analytica scandal
(CIO.com 2018). Most of the users have deleted their profiles from this popular social media web site,
which also includes the likes of Elon Musk. Anand Mahindra, the Chairman of Mahindra Group has
thus recommended the Indians in bringing out their social media site suggestions and ideas and he is
willing to help them with the main capital.
Comparison of Literature and Current Practice
The comparison between the literature of social media and its current practice is given below:
Social media is eventually perceived as the development of Web 2.0 for mentioning the fact that this
is founded on the core concept of the user driven and interactive Web. Various blogs, chat rooms and
message boards provide the proper experience, which is described as the social media; however, this
particular term is more strongly and easily recognized with websites such as Facebook, Twitter,
LinkedIn, Digg and many more.
However, in current practices, these platforms are utilized for political benefits or organizational
marketing. The President even utilizes this media to bring out his point of views and thus they should
be properly protected. Huge organizations like Samsung and Apple are utilizing social media
platforms for understanding their needs and competitions. Various competitive advantages are easily
obtained with the help of this social media platform.
Conclusion
Therefore, from the above literature review, conclusion can be drawn that social media is the
computer based technology that is used for sharing any type of data or information and ideas with the
rest of the world with the help of various virtual networks and communities. Some of the most
features or characteristics of this social media mainly include presence of interactive Web 2.0
applications, user generated contents like comments, text messages, posts, digital videos, digital
photos or data via every online interaction, creation of various profiles that are completely service
specific, development of several online social networks with the help of connection of the user’s
profiles with all the groups and individuals. All the users of the services of social media through the
technologies that are web based like laptops, computers and desktops or even smart phones. When all
these services are engaged, the users could easily create the extremely high interactive platforms with
which the various communities, organizations and individuals could easily share, discuss, modify as
well as create the user generated or any previously generated contents. These contents are eventually
posted online and thus the pervasive and substantial changes are made for the sole purpose of
communicating within the communities, individuals, organizations and businesses. The alterations

Current practice analysis for BCO 6653 * Management of Information Technology 7
amongst the social media mainly refer to the vast communication strategies that the organizations and
individuals are utilizing. The current practice in social media is completely different from the
traditional sectors. The social media has become more advanced and technology driven in the current
days and thus the users are more benefitted from this. The marketing of any product or service is also
done with the help of social media and thus it is an important requirement in any business or
company. Since, it is connected with the world, advertising becomes very easy. The above mentioned
literature review has clearly outlined all the key features of social media with relevant details.
Moreover, the proper comparison between the traditional concepts of social media with all of its
current practices has been provided here.
References – Literature
Ashley, C., and Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study
of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Retrieved from
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_Creative_Strategies_in_Social_Media_Marketing.pdf?
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2018].
De Choudhury, M., Gamon, M., Counts, S., and Horvitz, E. (2013).
Predicting depression via social media. ICWSM, 13, 1-10. Retrieved
from
https://www.aaai.org/ocs/index.php/ICWSM/ICWSM13/paper/viewFile
/6124/6351 . Accessed on [02 May 2018].
Duggan, M., and Brenner, J. (2013). The demographics of social media
users, 2012 (Vol. 14). Washington, DC: Pew Research Center's
Internet & American Life Project. Retrieved from
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on [02 May 2018].
Fuchs, C. (2017). Social media: A critical introduction. Sage. Retrieved from
https://books.google.co.in/books?
hl=en&lr=&id=m3oEDgAAQBAJ&oi=fnd&pg=PP1&dq=social+media&ots=pW4n_v4H7B&
sig=ZKuUhGTHa0nRupsumxCIT7CIUjI#v=onepage&q=social%20media&f=false . Accessed
on [02 May 2018].
Gensler, S., Völckner, F., Liu-Thompkins, Y., and Wiertz, C. (2013).
Managing brands in the social media environment. Journal of
interactive marketing, 27(4), 242-256. Retrieved from
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%20the%20Social%20Media%20Environment%202014.pdf .
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Gerbaudo, P. (2018). Tweets and the streets: Social media and
contemporary activism. Pluto Press. Retrieved from
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Gikas, J., and Grant, M. M. (2013). Mobile computing devices in higher
education: Student perspectives on learning with cellphones,
smartphones & social media. The Internet and Higher Education, 19,
18-26. Retrieved from
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s_grant_mobile_devices.pdf?
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Current practice analysis for BCO 6653 * Management of Information Technology 8
content-disposition=inline%3B%20filename
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Hampton, K. N., Rainie, H., Lu, W., Dwyer, M., Shin, I., and Purcell, K. (2014). Social media and
the'spiral of silence'. PewResearchCenter. Retrieved from
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Spiral-of-Silence.pdf?
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%3DSocial_Media_and_the_Spiral_of_Silence_S.pdf . Accessed on [02 May 2018].
Hollebeek, L. D., Glynn, M. S., and Brodie, R. J. (2014). Consumer brand engagement in social
media: Conceptualization, scale development and validation. Journal of interactive
marketing, 28(2), 149-165. Retrieved from
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%20(2).pdf?sequence=9 . Accessed on [02 May 2018].
Laroche, M., Habibi, M. R., and Richard, M. O. (2013). To be or not to be in social media: How brand
loyalty is affected by social media?. International Journal of Information Management, 33(1),
76-82. Retrieved from http://shop.tarjomeplus.com/Uploads/site-1/DownloadDoc/557.pdf .
Accessed on [02 May 2018].
Luo, X., Zhang, J., and Duan, W. (2013). Social media and firm equity value. Information Systems
Research, 24(1), 146-163. Retrieved from
http://www.fox.temple.edu/cms/wp-content/uploads/2013/09/social-media-isr.pdf . Accessed
on [02 May 2018].
Madden, M., Lenhart, A., Cortesi, S., Gasser, U., Duggan, M., Smith, A., and
Beaton, M. (2013). Teens, social media, and privacy. Pew Research
Center, 21, 2-86. Retrieved from http://assets.pewresearch.org/wp-
content/uploads/sites/14/2013/05/
PIP_TeensSocialMediaandPrivacy_PDF.pdf . Accessed on [02 May
2018].
Marwick, A. E., and Boyd, D. (2014). Networked privacy: How teenagers negotiate context in social
media. New Media & Society, 16(7), 1051-1067. Retrieved from http://www.tiara.org/blog/wp-
content/uploads/2016/04/Marwick_boyd_Networked_Privacy_NMS.pdf . Accessed on [02
May 2018].
Nah, S., and Saxton, G. D. (2013). Modeling the adoption and use of social media by nonprofit
organizations. New Media & Society, 15(2), 294-313. Retrieved from
https://arxiv.org/ftp/arxiv/papers/1208/1208.3394.pdf . Accessed on [02 May 2018].
Ruths, D., and Pfeffer, J. (2014). Social media for large studies of
behavior. Science, 346(6213), 1063-1064. Retrieved from
https://www.researchgate.net/profile/Juergen_Pfeffer/publication/268
879558_Social_Media_for_Large_Studies_of_Behaviour/links/
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Behaviour.pdf . Accessed on [02 May 2018].
Seidman, G. (2013). Self-presentation and belonging on Facebook: How
personality influences social media use and motivations. Personality
and Individual Differences, 54(3), 402-407. Retrieved from
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sonality_and_facebook.pdf?
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presentation_and_belonging_on_Faceb.pdf . Accessed on [02 May
2018].

Current practice analysis for BCO 6653 * Management of Information Technology 9
Tess, P. A. (2013). The role of social media in higher education classes
(real and virtual)–A literature review. Computers in Human
Behavior, 29(5), A60-A68. Retrieved from https://navigator.kommit-
projekt.de/data/reading/The_role_of_social_media_in_higher_educati
on_classes_(real_and_virtual)_112888.pdf . Accessed on [02 May
2018].
Trainor, K. J., Andzulis, J. M., Rapp, A., and Agnihotri, R. (2014). Social
media technology usage and customer relationship performance: A
capabilities-based examination of social CRM. Journal of Business
Research, 67(6), 1201-1208. Retrieved from
https://pdfs.semanticscholar.org/d844/1b769be22dbb23f5d306bb17
9ef74ded6af1.pdf . Accessed on [02 May 2018].
Van Dijck, J. (2013). The culture of connectivity: A critical history of social media. Oxford University
Press. Retrieved from https://books.google.co.in/books?
hl=en&lr=&id=t5RpAgAAQBAJ&oi=fnd&pg=PP1&dq=social+media&ots=pm_wUNuxLG&
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on [02 May 2018].
Van Dijck, J., and Poell, T. (2013). Understanding social media logic. Retrieved from
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2309065 . Accessed on [02 May 2018].
References – Current Practice
2016's biggest social media stories. (2018). CIO.com. Retrieved 2 May
2018, from http://www.cio.in/news/2016s-biggest-social-media-
stories
Anand Mahindra offers to fund desi social network; gets rave response.
(2018). CIO.com. Retrieved 2 May 2018, from
http://www.cio.in/news/anand-mahindra-offers-fund-desi-social-
network-gets-rave-response
How Samsung uses social media analytics to understand customers and
guide strategy. (2018). CIO.com. Retrieved 2 May 2018, from
http://www.cio.in/news/how-samsung-uses-social-media-analytics-
understand-customers-and-guide-strategy
Appendix One
Social Media Uses in Today’s World

Current practice analysis for BCO 6653 * Management of Information Technology 10