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Introduction

Even though terms “social networking” and “social media” can be used synonymously, social networking is typically understood to refer to users creating communities within those communities, whereas social media is more concerned with using social networking sites and related platforms to develop an audience.

What is a social media community?

Social media communities can either be a planned page, group, or website where fans of your company interact. Or a vague but vibrant follower base that is very involved in your organic content approach. Although the formalised Facebook group style will be the main emphasis of this essay because it offers more useful business insights, it’s still important to consider whatever the unknown “informal” social media community might resemble.

How does social media influence the community? What is the importance of community media in our lives and its role in development?

Social media Influences

Community media provide a way for people to actively engage in society, to showcase their own language and material, and to connect with the diaspora by sharing informative, amusing, and useful content.

While traditional media would mostly broadcast in the nation’s official language, which is not often readily understood by newly arrived people in particular, community media also allows migrants to broadcast in their own language. There are many interesting trials of multi-language radio broadcasts, which are quite successful in lowering barriers between various populations, despite the fact that one-language broadcasts may also be exclusionary. For the purposes of integration, the ability to build bridges between diverse groups—whether they be different immigrant groups or immigrant and “local” communities—is particularly crucial. This allows for the sharing of knowledge and the chance to respect one another’s cultures and traditions without aiming for one-way assimilation into host societies.

What are some examples of social communities? The Employee Community

Global Age has long been here, bringing with it constant access to the entire globe through the numerous modern forms of communication. Additionally, everyone is linked, including your team and employees. The manner in which employees go about their daily tasks has been impacted by smartphones, social media, and apps. They are using social media more frequently now to gather information, look for solutions, and generally carry out their tasks more successfully. You must accept and make use of the digitality of contemporary businesses if you want to capitalize on this trend.

The Customer Community The Insights Community

The final illustration of successful online social communities emphasizes insights as a way to gather information on a broad marketing scale. In the end, the line between success and failure is drawn by ideas and the actions you take as a result. Previously, we viewed customers through the lens of the typical consumer. There is no such thing as an average consumer, according to contemporary findings. For a more accurate and trustworthy representation of your potential market, insights rely on customer diversity and the anticipated profile of each consumer.

The Private Social Network Conclusion

Every person may have a significant impact on social media, and when this number increases, it has the potential to completely shift the game for any brand or company. Keep in mind that things don’t always sell, sell, sell! Utilize these social media networks to offer your clients value. Consider their suggestions and address them. They are the ones that truly matter, and by listening to their opinions, your brand may change with the times. This would facilitate the development of an active social media community for your brand and aid in brand exposure.

FAQs

Q1. How are social media platforms used locally?

Ans. People join or start social communities with the intention of discussing a public problem. A business owner typically wants to hear diverse people’s opinions regarding their goods. A social media community is a place for conversation. People rarely know one another on this gateway.

Q2. What kind of positive effects might social media have on the neighborhood?

Ans. Stay in touch and up to date with family and friends all across the world. Find new acquaintances and groups to join; connect with those who have similar goals or interests. Join or support deserving causes; bring attention to critical issues.

Q3. What effect does the media have on the community?

Ans. People may experience poverty, crime, nudity, violence, poor mental and physical health disorders, and other catastrophic outcomes as a result of the harmful effects of the media on society.

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Changing Role Of Media In Social Life

Role of Media in Social Life

The media plays a significant role in shaping our social lives and how we interact. Previously, media was primarily consumed through traditional television, radio, and print platforms. However, with the proliferation of the internet and social media, the media landscape has changed dramatically, and the role of media in our social lives has also evolved.

Domain of Impact

The social impact of media has been observed in four main domains −

Changing Ways of Interaction

One major change in social interaction is the shift towards online and digital communication. The internet and social media have provided new ways to connect and share information, ideas, and experiences. For example, social media platforms such as Facebook, Instagram, and Twitter allow people to create profiles, share content, and connect with friends and strangers worldwide. These platforms have also provided new opportunities for individuals and organizations to reach and engage with large audiences.

There has been an issue of creating a false sense of self on these platforms, which is then reinforced through the validation one gets here. The adolescent population, still in a crucial and malleable stage of development, tends to get drawn to these platforms as they provide escapism from their own complicated lives. This may significantly impact their identity and self-concept. Vaulkenberg and colleagues have found that social media use in adolescents is associated with low self-esteem and self-worth.

The anonymity of these platforms is inviting for those who find face-to-face interaction tenuous. However, there is a risk of cyberbullying and delving further into isolation that comes with investing too much in this artificial reality. Researchers found that communication with strangers in chat rooms increased feelings of isolation and dejection and decreased companionship delving further into the isolation that comes with investing too much in this artificial reality. Communication with strangers in chat rooms increased feelings of isolation and dejection and decreased companionship.

Increasing the Amount of Content to Consume

Another change in the role of media in social life is the increase in the amount of content available to consume. The internet has made it easier for people to access and share almost unlimited information and entertainment. This has led to a proliferation of content, including news articles, videos, podcasts, and more, which can be accessed anytime, anywhere. This has led to concerns about fractured attention spans being a symptom of regular social media use. An issue parallel to the abundance of information is one of data privacy.

Through the terms and conditions listed by these websites, one finds an attempt to gather a social media user’s data and sell it to third parties keen on getting their products to the world. The problem is that the average user needs to be aware of this privacy breach and may not actively moderate what they share on these platforms. The issue will be discussed in greater detail in the following paragraphs.

Dwindling Privacy The Problem of Echo Chambers

Echo chambers refer to situations where people are only exposed to information that confirms their beliefs and biases and are not exposed to diverse perspectives. This phenomenon is often associated with social media, as people tend to follow and engage with accounts that align with their beliefs and views. The problem with echo chambers is that they can contribute to the polarisation of society by limiting exposure to alternative viewpoints. This can make it difficult for people to understand the perspectives of others and hinder the exchange of ideas and the ability to find common ground.

Echo chambers can also have a negative impact on the quality of information consumed. People exposed only to information that aligns with their beliefs may be more likely to accept and believe false or misleading information. This can lead to the spread of misinformation and undermine the credibility of news and other sources of information. In addition, echo chambers can contribute to forming extremist views, as people may be more likely to encounter and engage with extreme or fringe viewpoints. This can increase the risk of radicalization and seriously affect individuals and society.

Conclusion

The media has played a significant role in shaping our social lives and how we interact. The shift towards online and digital platforms and the increased amount of content to consume have created new opportunities for connection and engagement. However, these changes have also raised concerns about their impact on individuals and society.

Creating A Social Media Strategy For B2B Audiences, Products And Services

4 inspiring examples of B2B companies harnessing social media for B2B marketing

In our 7 Steps B2B Digital Marketing Guide we show the importance of tailoring planning and content generation and curation around the specific needs of business-to-business (B2B) buyers when positioning B2B products and services. In this post I will look at more examples of B2B companies making good use of social media.

Social media and business are two phrases that have sat uncomfortably for several years; I think for good reason. I think about my own use of social media going back before 2008 to when the major platforms developed into mass audience participation, real-time news and networking sites, and the ways in which people use them. Business applications of social media do appear to have been shoehorned in as an afterthought.

In previous posts, we talked about the importance of curating content and creating great original content and offered a number of examples of brands in B2B doing this well. When you have a well designed content plan in place, it makes social media far easier to plan for. For me,  content is the fuel needed to power effective social media campaigns that serve to inform, educate, entertain, persuade, engage and endure.

Enduring social media strategies go beyond broadcasting your own news and views and B2B marketers need to be ruthless about how, where and when they deploy social media. Without the stellar consumer budgets or mass market audiences, the pressures on return on investment are heightened.

Here’s a warning. Social media may not cost a lot, but it can suck time if not managed correctly. Don’t believe the books, gurus and bloggers that suggest you can manage social media in 10 minutes a day, because that’s not true. Even with the latest cutting-edge software integration, this is impossible. If you are going to use it effectively, it requires a change in your mindset.

Three strategic uses for social media in B2B

Social media can deliver many things, but for me, it offers business three key things.

1. It offers an opportunity to boost customer acquisition by expanding a brand’s reach, add scale to campaigns and enhance conversion through recommendations.

3. It also provides the opportunity to access a huge market to test, trial and crowd source new ideas about your products and services.

How to approach B2B social media in the right way

If social media is about engaging, adding value and showcasing expertise, how can you make sure you talk about the things that matter to the people that matter on the platforms that matter?

Use the CARE model to guide you in evaluating what Content you want to be associated with, what Audience/s you wish to interact with, how Relevant you are going to be, and how you might go about Evaluation of your activities.

Examples of B2B use of social media

Here are four examples of B2B brands that demonstrate these thought processes in their social media interaction.

Avery Dennison takes a great approach to social media online and has succesfully developed some platforms whilst showing a willingness to always try out others.

I think they do some interesting things on their Facebook page which help pull together lots of other elements of their marketing programme to provide a dynamic and rich content experience for Facebook page followers.

In particular, I like how they make a huge splash around their many global trade shows and bring the experience to the page with the use of snippets of video hosted on YouTube. It’s also good how they mine their history to continually tell the story of the business in an engaging way. A great content plan will help drive this. Visit the social media centre for links to other social media profiles.

PepperL+Fuchs use Twitter in a way that really helps the company to interact with its target audience. Unlike many large corporates with 10,000+ employees and a strict corporate tone of voice, there are several accounts. The corporate US account provides the news and product related broadcast tweets.

But what is interesting is their new account which looks like it will cover Europe. The social media team, admittedly in it’s infancy peppers (no pun intended) the usual broadcast stream with a healthy mix of tweets designed to engage and offer narrative. From simple ‘meet the team behind the tweets’ updates to use of mainstream hashtags to get involved in real-time real dialogue, you can see it is going to be focused on delivering information but in a very personable way.

Knauf Insulation has been showing through its use of social media in the UK how to stay on topic and remain relevant to its audience. In this case, Knauf are one of the founding businesses involved in the UK’s Green Deal project created to improve the insulation of older housing stock across the UK – benefitting energy consumers and the environment long term. Talking consistently about, and adding value to the debate around, a small number of issues means you are much more likely to have a more engaged audience.

Above, Knauf UK targeting #GreenDeal. Below, Knauf UK MD John Sinfield doing his bit with some direct to politician and media canvassing on the topic.

We know online a picture paints a thousand words. Companies in the business of design can profit from the emergence of image based social media applications like Pinterest, Instagram, even SnapChat, to build a profile and reputation and remain relevant and true to what they believe.

Milliken Carpets Pinterest page offers an interesting example of how to move far beyond the limitations of product features to accentuate the benefits and, in some cases inherent beauty of design, in products and their environment. The attractiveness of a Pinterest page lies in its simplicity; it can provide a very immediate visual inspiration and want people to seek out more. Keep in mind this business sells carpet tiles!

Image based marketing offers lots of opportunities to B2B marketers – think about your events, your blog posts, your product literature and more. Pinterest can also be a good place to host and find the latest data laden infographics too. The approach to boards makes it easy to project your people, your office, your interests, your work in ways that really draw people in.

B2B social media pitfalls

As we’re considering strategy, I thought I’d end this post by looking at some of the pitfalls that afflict B2B marketers when pulling a social media strategy together. Squarely the challenges fall into three categories; what to say, to who, where.

1. Don’t leave it to one person to handle. There needs to be a team effort to designing and implementing a social media strategy that may extend beyond different timezones, sectors, audiences and content.

2. Don’t leave it to the wrong person or people. That means don’t leave it to the new graduate or intern. Like most initiatives that require company wide engagement and buy-in, it needs senior level backing and resource..

3. Have a plan for content. Take a lead from Knauf and identify the dominant industry issue you can help with.

4. Set some metrics to measure success in social media. By tracking vanity metrics like fans, follows, like or using more sophisticated engagement data and tracking conversion through to specific calls to action. (The topic of a future post).

5. Select the right platforms. By this I mean the right watering holes. Where do your target audiences congregate chúng tôi where can you direct them if nothing currently exists?

6. Make sure your employees can participate. If you need to have a social media policy, keep it simple but give people a degree of autonomy to use sites in work time and to share content – especially through Linkedin Inshare to professional contacts.

7. Integrate social media with business goals and objectives. Sounds simple but how many companies do it? Consider existing customers, prospects, suppliers, employees, recruitment and other third parties you are already communicating with and consider how some platforms might make this easier.

8. Give it time. Remember the ‘social’ element. Lead generation won’t happen overnight. Accept building a brand reputation through social media is a long game.

What great examples of B2B social media have you seen? What challenges do you face in developing a B2B social media strategy?

The Job Hunt: Using Social Media Wisely

The Job Hunt: Using Social Media Wisely COM expert on how to stand out

COM lecturer Todd Van Hoosear teaches a section of Public Relations and New Media. He is a principal at PR agency Fresh Ground.

Before establishing Fresh Ground, Van Hooosear split his time between public relations and IT, working on one of the first virtual university projects at Michigan State University (where he earned both bachelor’s and master’s degrees). His clients have included the U.S. Marine Corps, the National Thoroughbred Racing Association, and the Commonwealth of Massachusetts. He was an early social media and Web 2.0 adopter and launched his first blog in 2004.

Van Hoosear is a founding member and interim board member of the Social Media Club and currently runs the Boston chapter, vice president of social media for the Publicity Club of New England, and a member of the International Association of Business Communicators Social Media Release Working Group. His expertise in social media has also made him a sought-after speaker.

BU Today recently spoke with Van Hoosear for some tips on how students can best use social media platforms in their job hunt.

BU Today: Students increasingly hear that they need to create a “personal brand” to help market themselves to potential employers. How should they go about this?

Van Hoosear: I’m not a big fan of the term “personal branding,” because it gets overused, but I also think it is one of the better ways to express the dynamic that has to exist right now in the marketplace for you to sell yourself. “Personal branding” oversimplifies the process, because a corporate brand is so much simpler than a human being. Someone isn’t just a “social media guy”—people have more than one talent.

What you’re really trying to do is to sell yourself as a professional to help out a company. Some companies will hire you because you have the right keyword in your résumé, maybe you know the technology, or maybe because you’ve worked with a certain brand or at a certain company.

What I do with my students is make them create an “online presence,” which allows for a variety of different things. A brand makes people think that this is my “professional brand,” but that’s dangerous because I teach that the walls between work and life are falling pretty quickly.

What do you mean by that?

I’ve had a number of students try to keep their personal and professional lives separate, by doing things like not inviting their boss to be their friend on Facebook or not tweeting about personal stuff. But that is a really difficult thing for anyone to do—be they a student or a professional with 20 years’ experience.

I’ve given up any real distinction between personal and professional brand. Instead, I have degrees of oversharing. If you’re on Twitter, then you’re getting the oversharing of Todd. On Facebook I share a little less work stuff. On LinkedIn, I only share a little bit of personal stuff. So I encourage students to not think in terms of professional and personal brand, but rather all-encompassing brand.

There’s a sort of “red cup rule”—you know, those “boozing it up photos” on Facebook. Assume that nothing is private, nothing is confidential, and write posts and post photos that are not embarrassing. If you’re friends with people from your office, realize that they can all see your profile. If you think for a moment that anything on Facebook won’t get to your colleagues, that’s when you get in trouble.

How has social media changed the way employers scrutinize job applicants?

The amount of time that hiring managers spend looking at actual résumés has dropped precipitously. The first thing hiring managers ask (in the marketing world at least) is, what’s their social media presence? I think now hiring managers are spending a few minutes looking at your résumé, but they are spending more time on LinkedIn to see how many connections you have, asking who you two have in common.

I’m looking at a résumé right now of a woman I just hired. She attached four references to her résumé, but I didn’t call any of them. Instead, I looked on LinkedIn and saw who we had in common. I could have asked them what they thought of her, even though she didn’t list them as a reference.

Can you suggest some creative ways for students to stand out from the pack?

I’ve heard of senior-level hiring professionals looking on YouTube, so consider putting up a short YouTube video of yourself. And back 20 years ago when I joined the job market, we were told not to include a photo of ourselves for fear of sexism or ageism. But now, I think photos are important. If I don’t see a photograph on your LinkedIn or Twitter account, I figure you don’t know how to use those programs very well.

Hiring managers are Googling prospective employees’ names to see what they can learn about them. How can students make that work in their favor?

Google is basically a content gain. Whatever you want to pump up higher, you have to be most active in. So if you want to bury Facebook, be super-active on Twitter and Google Plus, so the photos of you with the red cup can be hidden or at least not be on the first page.

It’s also a bit of branding in there. Everyone should be ego surfing. If you have a very common name (like Mary Smith) that’s one thing, but if you have an unusual name, there’s a higher chance that people will find you in a search.

There is a lawyer out in California with the same name as me and I sometimes bump up against him. It’s a bit of a game. If there’s a new social network, I’ll be sure to go grab the account. It’s great to have the same username whenever possible and have Google realize you’re the same person, so use the same email to register for all of these accounts. It’s like a SEO [search engine optimization] game—if you’re not happy with what’s there, then maybe create a blog. That’s one of the reasons I have my class do this project where they have to create an online presence—you want your name to bubble up to the top of the search results.

If you have a common name, it might be a smart idea to include your middle name. Or maybe a fun descriptor, like “Steve ‘Mr. Social Media’ Smith.” Just be careful, because you could get locked into that persona.

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Selecting Social Media Listening Tools

Ideya’s new report shows the why, what and how of selecting social listening tools

Investment in social media monitoring (SMM) requires careful consideration since it is a long-term and potentially costly commitment. Understanding of the key SMM concepts, benefits and possible applications is of utmost importance. In order to realize the long-term value of SMM, SMM needs to become part of the business strategy and well-integrated with the business processes.

Only by having a clear understanding of how SMM supports your business, you can transition from experimental, tactical to a more strategic use of SMM.

There are many social media monitoring and management tools on the market and making an educated choice about which SMM tools can best address company’s needs and justify social media investment, has become a challenging task for organizations as social media technology business has branched out into a diverse set of technologies, data types and countless vendors confusing buyers.

This August 2013 comparison of social media monitoring tools by Ideya Ltd shows that there are at least 250 tools now available. Of these 199 are paid, with the remainder free or using a combined model.

New tools and services are emerging continually, while already established SMM companies are frequently improving their products by introducing new features and coverage to accommodate their clients’ needs.

Each tool offers specific set of functionalities and differs in focus, coverage and approach, with some focusing more on engagement, publishing and workflow management, while other offering strong analytics and reporting functions.

The 70 pages long report extract below has good detail on how to approach selecting tools, a listing of all tools and detailed profile of 11 tools (out of 250 profiles available in the full report).

How do social listening tools help in marketing campaigns?

SMM tool metrics and measurements are designed to evaluate company activities and inform an overall social media strategy. The metrics may involve statistics about the share, reach, impact and speed of conversations about the company. These parameters can be used to assess the company image and perceptions before and after campaign and measure campaign effectiveness, and identify trends that lead to new marketing and product tactics.

Ideya says that social media monitoring tools typically assist organizations in:

1. Acquiring real-time social marketing insights to inform social media marketing and communication plans

3. Developing social content strategies to promote products and services and engage with current and potential customers across social media channels in real time,

5. Making better decisions about campaigns and brand extensions with a clear understanding of the key factors influencing brand’s health – monitoring how key metrics across SM channels change before and after company’s campaigns, detecting drops or spikes in buzz or sentiments and drill down to examine the causes,

6. Supporting rapid social marketing engagement, and

7. Developing performance metrics.

Ideya’s SMM Tools report also examines other SMM tool applications such as Marketing, PR, Event Management, Search Engine Marketing, Market Research, Advertising, Investor Relations, Social Media Marketing, Business Development, Sales and Lead Generation, Product R&D and Innovation Management, Operations, Customer Services, Legal and Human Resources.

Requirements for social listening tools

So that’s the ‘why’ of social media listening tools, but how do you decide? Issues to consider when selecting social media tools are summarised in this chart.

Finally, here is the introduction to the report, we hope you find this alert useful.

8 Best Social Media Alternatives To Facebook And Twitter

Social media was already a thing (remember Myspace?) before mainstream juggernauts like Facebook and Twitter took over the industry. These days it can feel like you can either use these services or nothing else. However, there are many competing sites that might offer more of what you want or, at least, less of what you don’t want. 

Regardless of what your specific complaints are when it comes to the social media market leaders, you always have a social media alternative to turn to.

Table of Contents

Mastodon is an Open Source, decentralized alternative to the Twitter microblogging service. It looks and works a lot like Twitter, so current Twitter users shouldn’t have too hard a time adjusting. Instead of Tweets, you send “toots” which can be up to 500 characters in length.

Under the hood however, Mastodon works very differently from Twitter. Instead of being a traditional hosted web service, Mastodon is spread out over a “federated” network. 

Different Mastodon instances are home to different types of content or different communities. Each has its own rules and policies, but they work together and share data with no issue. Instances can block each other or specific content from other instances, but users can interact with each other across instances without any issues. 

Its federated network design makes it hard if not impossible to shut Mastodon down and so it’s become a home for a diverse and often fringe set of subcultures.

Diaspora* is a non-profit social media platform that’s owned and operated by users. The system is broken up into “pods” that are independently run and owned. Much like Mastodon’s instances, these pods are networked together. Even the initial development of Diaspora* came from crowd-sourcing.

Ello has been embraced by artists to such an extent that the site now bills itself as “The Creators Network”. You’ll find a large collection of top artists showcasing their work, as well as many opportunities for up and coming artists to engage with briefs and show off their portfolios.

The Dots is actually more of an alternative to the likes of LinkedIn, but plenty of people use platforms like Facebook or Twitter to build a less formal professional network, so The Dots is still something we need to include in the conversation.

The “professional network for people who don’t wear suits” is pretty much the best description of The Dots you could have. Their copywriter has certainly earned a bonus! 

Many people who use Facebook are only really looking to connect to people who are close by, such as those who live in the same neighbourhood. It’s why people set up private Facebook groups for their homeowners associations and schools.

If that’s your primary reason for using social media, you may want to consider NextDoor. This is a social media platform designed specifically to let people who live in the same neighborhood communicate socially without being exposed to a larger social group.You’ll also get access to local resources, such as businesses in your area and nonprofit organizations and programs.

NextDoor requires that every user verify their name and address, but that information isn’t shared with anyone. That ensures the people you get to interact with are really a part of the local community. So you’ll know about events and problems in your own neighbourhood without having to worry about random strangers butting in.

Referred to as the “anti-Facebook” by Wired magazine, Minds has a unique business model where you can actually earn either tokens or real money for your activity on the site.

It’s a mix of different social media elements. You can publish blog posts, videos, pictures and statuses. There are feeds of trending topics and it has secure group chat as well.

If you create content, you can get paid in US Dollars and cryptocurrency by your fans. So it’s almost a mix of Facebook and the various platforms such as YouTube and Patreon.

Minds uses completely open source code, which means that you can look through their algorithms to know exactly how they work. Their content policy is very open and makes uses of a community jury to determine if something is unsuitable. It’s a platform with strong free speech underpinnings, so be prepared for robust opinions, depending on where you venture.

We’ve grouped these two social media alternatives together because they are both alternatives to Facebook Messenger and similar apps like Whatsapp, which is owned by Facebook.

Both Signal and Telegram offer a more privacy-focused service. Although all of these services make use of encryption to protect your messages from prying eyes, Signal and Telegram go the extra mile.

Of the two, Signal is the most strict in terms of privacy. It takes a hard line against storing metadata on its servers and it doesn’t store or share information such as when you were last active. Signal also stores no info about its users at all, but of course that does mean it ends up being a little less convenient to use than Telegram.

We actually recommend that people use both Telegram and Signal. Telegram is great as a more private general-purpose messenger app with fun social features, while Signal is perfect for when you need to communicate with the highest level of privacy and security.

Social Media on Your Own Terms

Different social media platforms have different ways of conducting their business. They have their own policies, outlooks and company structures. Some want to make a profit, others want to build communities. There’s nothing inherently good or bad about any of these choices, but what’s important that you have choices. 

It’s never great for any one service or product to have a total monopoly and these social media alternatives let you decide about which sacrifices you’d like to make.

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