white paper - social media - a primer
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COPYRIGHT NOTICE
All rights reserved
No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or
electrical, including photocopying and recording, or by any information storage and retrieval system, without the
expressed permission in writing from the publisher.
©Dr. David Hale and DHI-Communications
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Published by DHI-Communications
Printed and bound in the United States of America
For Further Information contact:
DHI-Communications
www.DrDaveHaleOnline.com
LEGAL NOTICE
While all attempts have been made to verify the information provided in this publication, neither the authors nor
the publisher assumes any responsibility for errors, omissions or contrary interpretation of the subject matter.
This publication is not intended for use as a source of legal or accounting advice. The authors and publisher want
to stress that the information contained herein may be subject to varying federal, state and/or local laws or
regulations. All users are advised to retain competent counsel to determine what state and/or local laws or
regulations may apply to the user’s business.
The purchaser or reader of this publication assumes responsibility for the use of these materials and information.
Adherence to all applicable laws and regulations, federal, state and local, governing professional licensing, business
practices, advertising and all other aspects of doing business in the United States or any other jurisdiction is the
sole responsibility of the purchaser or reader. The authors and publisher assume no responsibility or liability
whatsoever on the behalf of any purchaser on the behalf or any purchaser or reader of these materials.
Any perceived slights of specific people or organizations are unintentional.
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ABOUT DR. DAVE HALE
David Hale, Ph.D., a Corporate Performance Consultant, University
Professor and Professional Certified Coach, is an internationally
recognized speaker, author, and seminar leader. He is the founder and
Chief Executive Officer of the DHI-Communication. For more than 20
years, Dr. Dave has trained professional coaches, clinicians, executives,
teachers, government agents and private individuals using the
coaching methods and skills that he has designed.
Dave is the author of The High Performance Entrepreneur series of business strategy books. His newest
book, Straight Talk From Corporate America's 10 Most Requested Speakers and Trainers, is written with
the intent to make his personal and business success skills and principles widely available. David's work
and books have been featured on national television, radio, and print media.
Dave has twenty-three years' experience in the design and delivery of training programs for public,
private, government and non-profit centers. He also has twenty years' experience in coaching and
training individuals and groups in state and federal agencies, and profit and non-profit corporate
settings as well as coaching and counseling individuals on a private, fee-for-service basis. After twenty
years of developing and leading coach training programs Dave founded DHI-Communication, an
international business coaching and training consultancy, specializing in communication principles and
media publishing. Dave is widely regarded as one of the top business coaches for Web 2.0
Entrepreneurs. He can be contacted at www.DrDaveHaleOnline.com and
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Social Media: A Primer
Research suggests that social networking has become a headline grabbing phenomenon
that is rapidly growing (Klein, 2008). Instead of using social networking as a tool to simply
connect with people, entrepreneurs across the world are frequently trying to find ways to
utilize the trend of social networking as a business opportunity.
Studies suggest that social networking sites should be viewed as a complementary
device to the presence of businesses in order to promote success. Businesses should consider
the sites as an asset that is valuable and useful in gaining their companies positive attention. In
essence social networking sites, when used properly, should not be employed as a replacement
to the business traditional online presence (Klein, 2008).
As entrepreneurs are encouraged to use social networking sites to upgrade the faces of
their business, it is essential that they allocate time to peruse sites and experiment the
functionality of various sites in order to select a proper location that will allow them to promote
or seek business opportunities. While researching, one should factor in various characteristics
of the site that will compliment the central makeup of the business or opportunity to be
embarked.
Social networking sites are geared toward many different types of business orientations.
For example, some sites are best simply for business networking, while others are largely
influential as human resource tools. The Klein study (2008) proposes that there are many sites
used to gain exposure for larger audiences. It is noted that entrepreneurs should use sites like
Facebook to join networks based on their industry’s category to tap into other similarities in
relations to their business concepts and prospects. This will allow an opportunity for
businessmen to clearly establish their roles while keeping interactions focused on the specific
subject matter, at the same time not going through the vast amount of confusion often
experienced in business management.
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Because the Internet is always open and available, another advantage of using social
networking sites for small business is the possibility of reaching more customers is greater than
using traditional forms of advertising (Advantages of Social Networking Sites, 2007). Many
advertisements are featured according to the price paid to utilize an ad, profiles ran through
social networking can be viewed for an indefinite amount of time as often as the user wish to
view the material.
The ability to provide a network of loyal customers and clientele is probably the greatest
advantage of using social networking sites (Advantages of Social Networking Sites, 2007).
Research shows that businesses who give communication access to their customers on a daily
basis are able to monitor and solicit their lists for more clients. Also becoming a part of multiple
groups in social networking adds credibility to a company and enhances their future support.
Nevertheless, profiles on the social network, allow small businesses to keep their customers
aligned with special offers and promotions as well as giving pertinent information as it pertains
to their business, through word of mouth technology through the Internet.
Social networking, as defined for the business online world, is above and beyond about
forming communities of shared interest, and giving people in these communities’ tools to come
together, communicate with each other, and produce meaningful content that is important, as
it pertains to their business (Marks, 2009). Online social networking allows entrepreneurs to
dramatically expand their business social networks, while finding others with shared business
ideas and values; thus, making social networks an entrepreneur’s business recruiter and keeping
machine.
Social networks also provide tools for businesses to become content producers as well
as a multimedia outlet and a place for reviews and videos to display (Klein, 2007). Businesses
are able to share themselves with their personal communities, becoming publishers by
participating. The content that is on the network does not come from the publisher, therefore
allowing users (businesses) an opportunity to bring to the table personal communications tools,
plus management and oversight to keep the community in order.
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For both businesses and personal communication, social networking represents a
promising new line of business. Researchers have found that organizations, which can move
their customers or members to interact with each other online on a regular basis, have a
potentially large increase in success due to the increase in web traffic for their brand. It is
therefore evident in these findings that social networking should be considered by any
organization with a tight customer or user base (Klein, 2007). Companies that are not already in
the media business can consider getting into via social networking to increase their popularity
or enlarge their image.
An example of an industry that embraces social media is the National Football League.
Studies show that various teams have begun to transition their websites form one-way
marketing vehicles to highly participative two-way hosted online communities (Baker, 2005). It
is reported that the Indianapolis Colts, in 2007, unveiled a MySpace page. The Colts has since
become an example of a company with a passionate customer base for which it can provide an
environment for social networking among fans and thus monetize online fans.
In the past, before the Internet, corporations communicated with their customers and
potential customers, with marketing and sales pitches geared toward them from the corporate
height. If there were any communication from the customers, it was mostly in the form of
private communication, with barriers in the way that slowed consumer communication from
getting to higher authority. The online transformation changed the course of this type of
communication by providing a megaphone and a means to talk to anyone else, no matter
whom they are within an organization (Baker, 2005). If consumers are dissatisfied with a
service, they can now augment their opinions on blogs, online discussion forums, and consumer
product review websites, or just express their thoughts through various networking sites.
The core relationship between businesses brand and customers has been changed
through what is commonly called Web 2.0 (where social networking falls in the category along
with grassroots media, consumer generated content, online community building, etc)
communities (Outing, 2007). For the most part, studies show that consumers trust their
network, which the most profound change is shaped by Web 2.0. Most people count on the
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opinions of other consumers when making purchasing decisions; thus, because of social
networking people have lots of friends to gain advice from as it pertains to the quality of
services rendered by a business. Friends may be members of an online community or forum,
who have some expertise and are willing to share their opinions online. Product reviews
rendered online by mere strangers or response to questions in a forum serve as valuable tools
for customers who are utilizing social networking for conducting business opportunities.
Media and news organization have taken a while to become accustomed to the social
networking revolution, but presently most have recognized he importance of opening up to
reader interaction and reader produced content communities (Outing, 2007). Media have
identified the fact that when audiences are passionate about something, they should be
enabled to participate in the forum of discussion and not otherwise be just spoon-fed
information.
Within the news arena of media, allowing staff-written stories and other subject matters
to reader comments has developed to more news operations that support two-way, interactive
media practices, that allows the audience an opportunity to share and publish what they feel
and know, while interacting with the editors and reporters, as well as interacting with other
audience members (Outing, 2007). This practice has left behind the old we know best idea of
journalism that has ranked favorably in giving the news a bad image.
Various media industries are taking rational movements by experimenting with social
networking in order to take advantage of what social media has to offer their consumers
(Outing, 2007). Marketwatch.com, owned by Dow-Jones, launched a social networking feature
in the summer of 2007. The site allows users to predict the values of particular stocks, allowing
the user who scores best to become listed while enjoying the acclaim. This site is an example of
the intriguing concept that demonstrates an audience of people who are passionate about a
particular idea (stocks), are enabled to participate and communicate.
There are tremendous benefits for companies to host social networks and online
communities (Teck-Young, 2005). The social networks provide a place to bring people together
to share their common interests and ultimately find one another. Social networking gives
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businesses an opportunity and avenue to converse with other companies directly, leaving out
the middle passages that sometimes disrupt a good business rapport.
As with any type of communication, there are some rules as it relates with social
networking and an ethical mannerism (Teck-Young, 2005). These regulations serve in the best
interests of both the businesses and the consumers. Research suggests that any websites that
invites public participation needs a well thought out terms of service, which is agreed upon
entering into registration of the site. No plagiarism or spamming content should be posted on
sites featured, as well as no abusive behavior toward other members, pornography, or
offensive images. These rules should tell users what is and is not accepted on the sites. When a
company decides to host an online social community, it should also expect that sometimes
things will be published that they will not be partial to as it relates to business. It is by nature of
conversational marketing and media that businesses are almost always not keen of others
businesses and their styles and techniques.
The worst thing that a company may allow as a host to a social network is to selectively
remove posts by website users that are negative to their company. Businesses should always
realize the fact that they cannot control the comments of their customers; thus allowing
freedom of speech to their users while not going beyond their terms of service (Teck-Young,
2005). Marketers who use social networks and disguise their identity or do things unethical can
be damaging to their business. It is suggested that when employing an online community for
business, companies should be upfront about their identities. Many companies have deployed
buzz marketers to online social communities. These are personnel inserted into the community
who pretend to be normal consumers of a brand, and post positive reviews are posts in favor of
the market presented.
As it is important to be honest about the self identity within an online community, it is
equally important to be honest about the company that is represented (Teck-Young, 2005).
Community hosts should acknowledge companies in which they represent, for example if they
are independent, they should recognize the company in which compensates their business. As
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it may be tempting for marketers to secretly blend in to the community to get their message
across, it may also be a disadvantage for future business.
One of the many advantages for businesses when utilizing the social network is that
users (consumers) will periodically post a good review about the business featured. If by chance
the review is featured on an advertisement for the brand featured for the company, it is in the
safety of the organization to have permission for the use of the review (Teck-Young, 2005).
Social networking in terms of business and marketing has heightened many aspects of
communications. Radio giant Clear Channel has made a commitment to social media by starting
social networking sites for several of its stations in major US markets (Teck-Young, 2005). These
sites include basic social networking functionality, such as profiles; letting users make new
friends; allowing comments on content; posting photos and videos; blogging; and voting on
content. Clear Channel, like other business venues has envisioned the station social networks
as a means for better connection between their audiences and consumers.
Overall, media all over the world has joined the social networking revolution. By adding
more social networking functionality, magazines and news organizations have stepped up their
interaction with audiences (Atal, 2007). Social interaction has allowed media to become more
interactive and conversational with users. Communities are open to areas that allow their users
with such things as sharing recipes, personal chatting, comments on national news
commentaries, or just creating profiles for businesses.
In essences, businesses all over the world have realized that giving a voice to consumers
as well as making readily available advertisement to attract consumers is a smart business
investment. Social networking has allowed entrepreneurs and consumers to express their
considerable expertise and passion with online communities with the same or similar interests
(Atal, 2007).
Social networking is defined as the grouping of individuals into specific groups (Chafkin,
2007). It could be compared to a neighborhood subdivision, or a small rural group. Social
networking can occur between individuals in person for instance in schools or at work. The
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most popular type of social networking today is conducted online. The Internet allows for more
individuals who are willing to have contact with others as well as more variation in terms of
socializing.
With access to social networking websites, users can share their lives with other people
without needing to create their own home pages (Chafkin, 2007). These websites also provide
an important link between users that allows friends to communicate directly with each other.
Because people often have friends from different places and at different stages of life, social
networking sites provide an opportunity to keep in touch with old friends and to meet new
people as well.
While there are many sites that encourage specific types of relationships, there are
others referred to as traditional social networking sites, which allow any individual to join.
Traditional sites are used to gather members in a more non-specific style (Chafkin, 2007). These
sites have open membership to anyone regardless of their interests, beliefs, or views. Once an
individual joins, they are then entitled to form their own communities and network of friends,
while eliminating those that do not share their interests.
Although many social networking sites are designed for wide access, many attract the
same populations initially (Chafkin, 2007). Therefore it is not uncommon to find segregated
sites. These sites are usually identified by users of the same nationality, age, educational level,
or other aspects that typically divides society, even if it is not the intention of the designer.
There are many factors that make social networking sites unique. One important aspect
of social sites is the fact that they allow users to be expressive in articulating visibly their social
networks. This feature allows connections between people who otherwise may never have
connected (Sundén, 2003). On the other hand, some of the larger social network sites, users are
not necessarily networking, or looking to meet new people; they are merely staying in connect
with individuals who are already a part of their extended social group.
Social network sites have a variety of technical features, but its most valuable asset is
the use of profiles (Sundén, 2003). Profiles are pages used to bring individuals to life online. A
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description is set up to include personal information such as age, height, birth date, and sexual
orientation. Most sites also encourage their users to submit a picture to post. Some sites, such
as Facebook, allow users to enhance their sites by incorporating multimedia content or
adjustment to their profile overall look.
Access and visibility of profiles vary by sites and users discretion (Sundén, 2003). Some
sites are acquired through search engines allowing anyone visibility to profiles regardless of
whether the viewer has an account. Sites like MySpace gives users a choice of whether or not
they want their profiles to be public or only open to their network of friends. There are other
sites that only allow access to profiles based on whether the user has a paid account. On the
other hand, Facebook users who are of the same network automatically are allowed to view
each other’s profiles. The variations of how visibility is allowed, is a primary aspect of how many
social networks sites are differentiated.
Once a person has joined a social site, he or she is prompted to identify other users
whom they are within a relationship. These relationships are usually given terms such as
Friends or Contacts (Sundén, 2003). The term Friends, however can be misleading because the
connection could not necessarily mean friendship in the everyday lingo sense, because most
users have varied reasons for connecting on social networking sites.
Many social networking sites provide a mean for users to leave messages on their
profiles (Sundén, 2003). Characteristically, the feature involves leaving comments, though many
other labels are used to describe this feature. A private messaging feature is also available on
most sites, allowing confidential comments to be employed. Both types of messages are
popular on most large social sites, but they are not always widely available.
Beyond profiles, Friends, comments, and private messaging, other features and user
base vary greatly among social networking sites (Sundén, 2003). Many have photo and video
sharing resources, while others have instant messaging and built-in blogging. There are also
mobile detailed features, as the one currently used by Dodgeball, l available to these sites,
while some sites such as Facebook and MySpace support a limited amount of mobile
interactions.
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Like many other online environments where individuals deliberately are able to build an
online representation of self , social networking sites make up a vital research framework for
scholars investigating processed of impression management, self-presentation, and friendship
performance (Donath and Boyd, 2004). Friendstar, a leading global social network, allow users
to negotiate presentations of self and connect with others. This type of public display of
connection serve as important characteristic signals that help people steer the social world of
networking.
Despite the fact that most social networking sites encourage users to construct true
representations of themselves, participants do this at a contrast of levels (Donath and Boyd,
2004). Controversy surrounds the idea of authenticity as it refers to profiles. Users on many
sites have complex strategies they use to negotiate in building their profiles, while others never
have real profiles of themselves. A lot of sites force validity by requesting things such as a real
photo instead of a drawing. On the other hand, the extent of which items submitted are
authentic or playful varies across sites.
It is concluded through research that most social networking sites first and foremost
support pre-existing relationships (Donath and Boyd, 2004). Many sites such as Facebook are
used to maintain existing offline relationships or make solid old relationships as opposed to
meeting new people. The relationships may have weak links for many reasons, but typically
there is an element among the individual such as a shared school or class that links them.
Many reports support the fact that most users engage in searching for people whom they have
an offline connection with than rather than browse for complete strangers to meet. It is also
noted that most teenagers who use social networking sites do so to connect with friends.
Communicating through social media has become a primary source in home
entertainment. Most communicators use it merely as an instrument for work. The Williams and
Williams study, 60 percent of a sample of 3500 members participating in an International
Conference partake in blogs and use social networking sites such as Facebook at home, while
another 40 percent use these devices at work. Another 50 percent used media aligned with
video production, such as YouTube at home, with only 28 percent using these video sharing
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instruments at work. Research concludes an inconsistency among users willingness to use social
media devices at home and their readiness to utilize these instruments at work (Williams &
Williams, 2008).
Social media is defined as the online technologies and practices people use to share
knowledge and opinions (Williams & Williams, 2008). It is noted that social media encourages a
transference from the televised model of communication to a model that is grounded in
conversations. Social media uses many people to connect information in a collaborative style,
through means such as blogs, wikis and podcasts.
The results suggest that 20 percent of social networking participants are ready, willing
and able to lead change with social media (Williams & Williams, 2008). These communicators
are deliberately planning and using social media in their exchange of ideas through
communication strategies at their workplaces. The study shows that participants at work are
moving forward by using social media to influence their businesses’ overall functionality.
Recent findings have concluded that the introduction of social media tools as the most
innovative change to communication since the launching of the Internet (Williams & Williams,
2008). The study notes that the integration of social media tools involves leadership and
corporate-culture issues. As the social media revolt moves ahead, users of social media have
three very important options. They can first and ultimately use their leadership abilities to
create plans; secondly, they can accept their positions in managing other communicators’
strategies, and lastly, and the most unfavorable option, is to follow the directions of others.
Another factor of social media is the leadership capabilities of audiences who use social
media (Williams & Williams, 2008). The study noted that leadership experts define leadership
as the process of one person influencing another. Through social media, communicators are
able to energize align and excite their followers through an open communication environment.
Social media allows the audiences a chance to become active without the sense of yielding to
be controlled.
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Findings in the Williams and Williams study revealed that 25 percent of current internal
and external social media users are committed to the use of social media. It is noted that over
half of these communicators will allow social media as a priority tool of use for their
communications (Williams & Williams, 2008). Forty percent of corporate users were prepared
to alter how they communicate by assimilating social media tools.
Blogs, RSS feeds and podcasting were found to be the social media application with the
biggest impact for many organizations (Williams & Williams, 2008). Research found that more
than 40 percent of respondents used one or more of these devices; with 58 percent using blogs.
Many users projected that blogs would be their choice of use in the future, and plans for the
use of social media will exist throughout their existence.
Social media throughout its entirety impacts audiences of all characteristics.
Communicators believe that customers and employees are the most affected by social media.
Nearly half of all businesses see social media essentially changing how they communicate with
their employees and customers (Williams & Williams, 2008). Very few organizations see no
impact of social media on how they communicate with their patrons. The study found that
communicators as an overall find very little impact of social media in terms of communication
with shareholders, government or with the financial community. A third group of components
revealed that social media caused necessary change in communication within the media.
As social networking continues its realm of being an arrangement of people connected
to one another through interpersonal ways such as friendships, ideas, or interests; social
networking was created long before the idea of the Internet (Coyle & Vaughn, 2008). Social
network came into existent under the idea that humans are social beings and require
socialization in the way of relationships in order to survive. The need to belong and bond
emotionally with others was noted back in 1958 in the Harlow Study of infant monkeys and
their mothers.
Today, computers that are networked allow social networking to expand and grow in
forms that were previously not accepted (Coyle & Vaughn, 2008). Most social networking sites
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supports communication with others by giving directories of related user groups, opportunities
for self portrayal, content uploads, and a system to use for recommendations.
Research has found that social networking allow users the ability to become creative
and expressive, a factor that is in no comparison with other forms of communications (Coyle &
Vaughn, 2008). Users are allowed to share rich content of expression in their ideas, while
bridging a gap where other communicators are unable to reach. It is
Although technology is changing at a rapid rate, people as social beings are not
necessarily changing in their basic social drives. Thus social networking has not transformed
communication, but it has simply become another form of communication that is evolving over
time with the aid of modern technology (Coyle & Vaughn, 2008). The findings suggest that
social networking allow capabilities in many aspects, but there are few things such as predicting
compatibility when meeting new people, that social networking lingers. Because the art of
being social is a multisensory occurrence in terms of mating, communication based on the
foundation of technology cannot replicate human socialization in this arena. Time spent with a
person, and face to face meetings in a physical content will continue to influence and command
growth within a person’s relationship.
Social networking sites have deeply become embedded in the everyday lives of users. It
serves as an outlet of varied communication throughout the world and the connection of
people in all social settings (Donath and Boyd, 2004). It is therefore evident that through
connecting individuals to one another, social networking has obviously become an integral part
of everyday life for most people.
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strategy analysis on relationship performance in a business network context. Journal of
Strategic Marketing, 13, 219-237.
Williams, T., & Williams, R., (2008). Adopting social media: Are we leaders, managers, orfollowers? Communication World, 34-37.
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