Beruflich Dokumente
Kultur Dokumente
Eli Solomon
English 2116
4/28/18
Over the past few years social media platforms have rapidly grown into one of the
leading methods for businesses to directly manage and engage their customer base. This report
provides a brief overview of the five most popular social media platforms in use today as well
as, some of the benefits and pitfalls involved in using social media in a corporate setting.
The variety and scope of social media services available vary widely, which creates
challenges when creating a technical definition, but, there are at least three common features
found in almost all social media platforms. First, social media groups rely on user-generated
content (text posts/comments, photos, videos) to be the lifeblood of the medium. Secondly a
member (user) can create a profile that is designed and managed by the social media
organization. The final attribute commonly associated with a social media network is the ability
for members to create an online social network by connecting their profile pages with that of
other members within the platform. Five of the most prevalent social media platforms are
Facebook, Twitter, Instagram, Linkden, and SnapChat. To provide a clearer overview of the
benefits and dangers of using social media in the business world these platforms are described
in greater detail.
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The first social media platform reviewed, is by far the most popular, Facebook.
Facebook is an American owed social networking service company launched in 2004, by Mark
Zuckerberg and his Harvard roommates. Today Facebook can be accessed from a large range of
devices with Internet connectivity. Once a user registers they can create a customized profile
indicating personal information they choose to be associated with. Members then can add
other members as “friends”, communicate via messages, post a status, photo or video and get
live updates of another members’ activity. Furthermore, members can join common-interest
groups administrated by a workplace, school, club or any other socially constructed group.
Twitter, while not as big as Facebook, it is rapidly growing with an estimated hundred
million users. Twitter is an online news and networking service in which users post and interact
with short blocks of text known as "tweets". Registered users can add tweets to the platform,
but unregistered members can only read them. Users can access Twitter through its website, or
mobile application.
Instagram allows users to upload photos and videos to the service, which can be edited
with various filters, and then organized by tags or GPS location. An account's posts can be
shared publicly or with pre-approved followers. Users can browse other users' content by tags
and locations, and view trending content. Users can "like" photos and follow other users or add
The fourth social media platform, Linkden, is mainly used for professional networking.
This website allows employers to post jobs listings and job seekers to post their CVs. Most of
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the company's revenue comes from selling access to information about its members to
The final platform to reviewed is SnapChat, the primary concept of Snapchat is that
pictures and messages are only available for a short time before they become inaccessible.
24-hour chronological content, along with a "Discover" feature to let brands show ad-
supported video shorts. Snapchat has become prominent for representing a new mobile
oriented direction for social media, and emphasis on features such as interacting with virtual
exposure to a very specific audience. It allows companies to collect data and metrics about a
specific customer base on a scale never accessible to marketing teams before now. Various
metrics are used to measure the success of such campaigns, conventional methods such as ROI
worth noting the rule of seven is still considered relevant when discussing the metrics provided
by Facebook for page promotion. The Rule of Seven is an old marketing adage that states, a
prospect needs to see a marketing message at least seven times before they act and buy.
Facebook allows businesses and organizations to access a lot of information about their
target audience. “The only other network that even comes close is Twitter. The amount of
information you can get from Facebook on the performance of your posts, audience
The most common metrics provided by Facebook (other than likes and followers) are
someone acted after seeing a post such as clicking a link, sharing the post, liking or leaving a
comment. Reach, the second metric is the number of people that have seen the post on
Facebook. The third most common metric is impressions, “reach tells you how many people
saw your posts, impressions measure the number of times your posts were seen. That includes
if one post was seen multiple times by a single user.” (Jackson, 2018)
Not all interactions between businesses and the public on social media have been
beneficial and positive. As with any new technology there have been several major unintended
consequences that have forced companies to act when a more neutral business friendly stance
is desired. A good instance of this transpired when car manufacturer Volkswagen “asked users
to list New Year’s resolutions and make suggestions about what people would like to see the
company achieve in 2012.” (Huffington Post, 2018) The controversy occurred when members of
Greenpeace claimed the car maker ignored and deleted thousands of comments suggesting the
company take a more environmentally friendly stance on its manufacturing process and stop
The role of social media in business is clearly a new, relatively unexplored territory and
there are many potential benefits and pit falls businesses can encounter when trying to break into
the space. Yet as social media continues to grow and become more accepted across cultural
boundaries. Businesses may soon have no choice but to adapt or watch as the market gets
overrun by competitors more able to evolve and integrate social media into their advertising
campaigns.
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Works Cited
He, Wu, et al. “An Exploratory Investigation of Social Media Adoption by Small Businesses.”
Information Technology and Management, vol. 18, no. 2, pp. 149–160., link-springer-
com.librarylink.uncc.edu/content/pdf/10.1007%2Fs10799-015-0243-3.pdf.
www.huffingtonpost.com/2012/01/10/volkswagens-social-media-facebook-
_n_1196745.html.
Jackson, Dominique. “11 Facebook Metrics Every Brand Needs to Track.” Sprout Social, 20
Rampton, John. “8 Facebook Marketing Tools You Should Be Using.” Forbes, Forbes
marketing-tools-you-should-be-using/#52b2ffb02f38.