Social networking is vast and growing rapidly. Lenhart (2009) states that participation in social networking websites by adults “has more than quadrupled in the last four years – from 8% in 2005 to 35% [at the end of the 2008].” Social networking tools are useful for a vast number of reasons. For personally use, these tools allow for easy communication among friends and easy ways to keep in touch when separated by great distances. Users use social networks more for personal use than any other reason – users use them to connect to people they already met in some fashion (Lenhart).
However, social networking tools can also be put to a professional or business use. Through connecting with people, expertise in nearly any field is only a connection or two away. Businesses are using social networking tools to connect with their customers. A recent study showed “that when a company/brand is more active with its consumers through social media (the likes of Facebook and Twitter), it is more likely that the company will have financial success” (Fightmaster, 2009). This shows and means that there is money to made using social networking tools. However, social networking tools may not be for every company. Fightmaster describes some companies, like McDonald’s, that have a very low presence on social networking tools, but are still successful companies. Bonfield (2008) describes 6 reasons as to why companies might not want to jump into social networking: “You’re still trying to get a handle on your basic software infrastructure, your target audiences aren't using social networking tools, You don't have time to experiment with something that might not work, you're not willing to deal with technologies that don't work as well as they could, you're not ready to invest in gaining a real understanding of the medium, you want clear editorial control over your brand and message.” Businesses can see increased success while using social networks, but they need to be willing and able to expend the resources to do it.
References
Bonfield, B. (2008, January 8). Should your organization use social networking sites: Signs that a social networking site might work – or not work – for you. Retrieved August 20, 2009, from http://www.techsoup.org/learningcenter/internet/page7935.cfm
Fightmaster, M. (2009, July 22). Is the use of social networking the key to a company’s success? Retrieved August 20, 2009, from http://www.bloggingstocks.com/2009/07/22/is-the-use-of-social-networking-key-a-companys-success/
Lenhart, A. (2009, January 14). Adults and social network websites. Retrieved August 20, 2009, from http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx
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