Social Media &
Social Networking
Drawbacks and Benefits
Social Awareness
Nabeel Muhammad Khan
Tabaan Atif
Social Media
• Social media refers to the means of interactions among people in which
they create, share, and/or exchange information and ideas in virtual
communities and networks.
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Websites and applications dedicated to forums, microblogging, social
networking, social bookmarking, social curation, and wikis are among the
different types of social media.
Social Networking
• Social networking is the practice of expanding the number of one's business
and/or social contacts by making connections through individuals.
• Alternatively referred to as a virtual community or profile site, a social
network is a website on the Internet that brings people together in a central
location to talk, share ideas and interests, or make new friends.
• This type of collaboration and sharing of data is often referred to as social
media.
Examples of Social Media / Networking
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Facebook is a popular free social networking website that allows registered users to create profiles, upload photos and
video, send messages and keep in touch with friends, family and colleagues. According to statistics from the Nielsen
Group, Internet users within the United States spend more time on Facebook than any other website.
Twitter is a free microblogging service that allows registered members to broadcast short posts called tweets. Twitter
members can broadcast tweets and follow other users' tweets by using multiple platforms and devices.
Google+ (pronounced Google plus) is Google's social networking project, designed to replicate the way people interact
offline more closely than is the case in other social networking services. The project’s slogan is “Real-life sharing
rethought for the web.”
Wikipedia is a free, open content online encyclopedia created through the collaborative effort of a community of users
known as Wikipedians. Anyone registered on the site can create an article for publication; registration is not required to
edit articles. Wikipedia was founded in January of 2001.
LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow
registered members to establish and document networks of people they know and trust professionally.
Reddit is a social news website and forum where stories are socially curated and promoted by site members. The site is
composed of hundreds of sub-communities, known as "subreddits." Each subreddit has a specific topic such as
technology, politics or music. Reddit site members, also known as, "redditors," submit content which is then voted upon
by other members. The goal is to send well-regarded stories to the top of the site's main thread page.
Pinterest is a social curation website for sharing and categorizing images found online. Pinterest requires brief
descriptions but the main focus of the site is visual. Clicking on an image will take you to the original source, so, for
example, if you click on a picture of a pair of shoes, you might be taken to a site where you can purchase them. An image
of blueberry pancakes might take you to the recipe; a picture of a whimsical birdhouse might take you to the instructions.
Social Media vs Social Networking
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Social media is the media (content) that you upload -- whether that's a blog, video,
slideshow, podcast, newsletter or an eBook. Consider social media as a one-tomany communication method. Although people can respond and comment, you
own the content and have to produce (write/record/create) the media yourself.
Social networking is all about engagement -- creating relationships,
communicating with your readers, building your following and connecting with
your online audience.
Once you decide what media you are going to use, begin with social networking
sites like Facebook and Twitter to engage with your audience.
If you treat social networking like social media, you will come off as someone using
a bullhorn. It's important to listen as much as talk with social networking.
• 1. By Any Definition
• Social media is a way to transmit, or share information with a broad
audience. Everyone has the opportunity to create and distribute. All you
really need is an internet connection and you're off to the races.
• On the other hand, social networking is an act of engagement. Groups of
people with common interests, or like-minds, associate together on social
networking sites and build relationships through community.
• 2. Communication Style
• Social media is more akin to a communication channel. It's a format that
delivers a message. Like television, radio or newspaper, social media isn't a
location that you visit. Social media is simply a system that disseminates
information ‘to' others.
• With social networking, communication is two-way. Depending on the
topic, subject matter or atmosphere, people congregate to join others with
similar experiences and backgrounds. Conversations are at the core of social
networking and through them relationships are developed.
• 3. Return on Investment
• It can be difficult to obtain precise numbers for determining the ROI from
social media. How do you put a numeric value on the buzz and excitement
of online conversations about your brand, product or service? This doesn't
mean that ROI is null, it just means that the tactics used to measure are
different. For instance, influence, or the depth of conversation and what the
conversations are about, can be used to gauge ROI.
• Social networking's ROI is a bit more obvious. If the overall traffic to your
website is on the rise and you're diligently increasing your social networking
base, you probably could attribute the rise in online visitors to your social
efforts.
• 4. Timely Responses
• Social media is hard work and it takes time. You can't automate individual
conversations and unless you're a well-known and established brand,
building a following doesn't happen overnight. Social media is definitely a
marathon and not a sprint.
• Because social networking is direct communication between you and the
people that you choose connect with, your conversations are richer, more
purposeful and more personal. Your network exponentially grows as you
meet and get introduced to others.
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5. Asking or Telling
A big no-no on with social media is skewing or manipulating comments, likes,
diggs, stumbles or other data, for your own benefit (personal or business). Asking
friends, family, co-workers or anyone else to cast a vote just to cast it, doesn't do
anyone much good for anyone and it can quickly become a PR nightmare if word
leaks out about dishonest practices.
With social networking, you can tell your peers about your new business or blog
and discuss how to make it a success. The conversations that you create can
convert many people into loyal fans, so it's worth investing the time.
Social media and social networking do have some overlap, but they really aren't
the same thing. Knowing that they're two separate marketing concepts can make a
difference in how you position your business going forward.
Drawbacks and Benefits
“Social Networking”
Benefits:
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Social networking helps people stay in touch that might not do it otherwise.
Social networking can be used to help advertise goods and services.
Social networking can provide an extremely accessible medium for self expression to those with access to
computer technology.
Social networking can be a powerful engine for job searches.
Drawbacks:
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Social networking takes time away from other activities and can take over from real time interaction.
Social networking can compromise privacy in a big way.
Social networking can be used to destabilize governments and to advance terrorism.
Social networking can be used to promote organized crime.
Social networking can become a venue for bullying.
Drawbacks and Benefits
“Social Networking”
Benefits:
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Compelling and relevant content will grab the attention of potential customers and increase brand
visibility
You can respond almost instantly to industry developments and become heard in your field
It can be much cheaper than traditional advertising and promotional activities
Drawbacks:
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you will need to commit resources to managing your social media presence, responding to feedback
and producing new content
it can be difficult to quantify the return on investment and the value of one channel over another
Social Awareness
• Knowing what is socially acceptable and acting accordingly
• Being aware of different problems in society, being especially sensitive to
the needs of the less fortunate, etc.
How to Create Social Awareness
• Developing social awareness involves learning about the dynamics of social
relationships between individuals, groups and communities.
• A socially aware individual values human rights and acknowledges the
importance of harmonious social interaction for the developmental progress
of human beings.
• Social awareness spans a wide spectrum, beginning with social skills
development in early childhood and encompassing the level of social
consciousness that leads to social activism and societal transformation.
Here are some strategies for developing social
awareness.
• Consider the needs of individuals and groups. People need to feel heard,
valued, respected and acknowledged. Develop sensitivity to the needs of
others. For children, this means learning how to share toys and play
harmoniously on the playground.
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Examine your role in conflicts. The use of excessive force, intimidation and aggression are
common strategies when dealing with conflict. Some people avoid conflicts at all costs. Others
choose the company of passive people or engage in passive aggressive behaviors. Consider the
role that you play in perpetuating conflicts and commit to living a more socially harmonious
life.Focus on commonalities and points of agreement to reduce conflict. An overemphasis on
social differences can lead to disharmony. Find the commonalities. For children, this may mean
choosing a game that both children enjoy.
Develop conflict resolution skills. Take a course in conflict resolution or spend time talking to and
observing the behaviors of leaders and mentors who are known for their harmonious natures.
• Increase your sensitivity to social justice and harmony. In children and
teens this may mean treating others fairly regardless of their level of
popularity or style of dress.
• Educate yourself on social issues. Racism, and poverty are just a few
examples of issues plaguing society. Children can learn about these social
issues at school or at home.
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Step out of your comfort zone to experience unfamiliar groups. Whether you
venture out to a different side of town or travel to a different country, exposing
yourself to diverse cultures and ways of life will expand your thinking and view of
the world. Being exposed to different belief systems, cuisines and lifestyles is
useful for expanding your social circle and building tolerance for diverse
viewpoints.
• Practice compassion. Social transformation requires a commitment to
exploring and understanding divergent viewpoints. Develop empathy by
consciously imagining yourself in the position of those in a different or less
fortunate situation. Children can be taught to do this when they have hurt
another person's feelings.
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Commit to a social awareness plan. Slipping into apathy and isolation can be easy given
life's sometimes overwhelming demands. Design a plan that keeps you continually aware
socially.Serve in your community. Explore service opportunities in schools, cultural centers,
political organizations, religious communities or neighborhood activities.
Engage in a social activity on a daily basis. Choose an activity that requires you to listen to
and tend to the needs of another person or group.
Practice speaking up in defense of others. Commit to voicing your opinion on behalf of
marginalized groups who are deprived of their basic human rights.
• Ask others to support your efforts to become more socially aware. When
friends, family and colleagues realize that you want to become more socially
engaged, they are more likely to invite you to volunteer at events and join
them in community activities.