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Learn what are the most talked about drawbacks of Social Networks including privacy, security, fraud, credibility, trust, cyberstalking and social profiling.
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Drawbacks of Social NetworksHajrë Hyseni
Dec 2012
Privacy and Security
Credibility
Control
Time
Monitor
Take Aways
Cyberstalking and location disclosure
FraudApps asking for personal info prior/after installing
SpokeoSpokeo is a “people-related” search
engine with results compiled through data aggregation
Invasive privacy agreements and Facebook Ads
Social profiling and 3rd party disclosure
Law Enforcement on the use of SN for Ads
Unreliable Info49.1% of people have heard false news,
e.g. false rumours of gunmen in a Mexico City suburb spread via Twitter
and Facebook caused panic, flooded the local police with over 3,000 phone calls,
and temporarily closed schools (Sept, 2012)
Online vs Offline Friends
Social profiling and 3rd party disclosure
Examples
Michael Arrington, owner of the enormously popular blog TechCrunch, was getting bad service from his ISP, Comcast.
"tearing into Comcast on Twitter."
Problem is, he has 12,000 followers!
20 min later, Michael got a call from a Comcast executive who wanted to help.
Comcast was monitoring Twitter and reached out to resolve the issue. What could've been a PR disaster was turned into a cause for
praise and compliments.
GoDaddy CEO Kills ElephantAlthough GoDaddy is accustomed to controversial marketing tactics this
incident actually loses customers.
CEO Bob Parsons took a video of himself on a hunt in Africa and then proudly tweeted about killing problematic elephants.
NGOs like PETA responded swiftly requesting customers shift to new domain registers yet Parsons rebuts them on Twitter.
Competitors of GoDaddy offered to donate $1 to elephant funds and reportedly raised over $20,000.
It’s so rare, but this incident receives a stronger category rating as actual revenues were directly impacted.
Negative = Scary/Threat
Felix JumpRedBull Stratos
http://youtu.be/FHtvDA0W34I
YouTube
Brazilians have the highest number of online friends of any country, averaging 481 friends per user, while the Japanese average only 29 friends
Social networks and blogs In the U.S reach nearly 80% of active U.S
90% of marketers now use social networks in their marketing efforts
Half of all social media users are between 25 and 44 years old
90% of companies with 100 or more employees use social media in their marketing mix
Five leading social networks (Twitter, Facebook, YouTube, Google+ and Pinterest) [Dec 2012]
71% of consumers say that CEO participation in social media leads to improved brand image
92% of recruiters use social media to find new candidates, up from 82% in 2010
Want to get retweeted more often?
Research shows that keywords which increase the likelihood of retweeting include “please,” “thank you,” “Twitter,” “social media” and “you.” Words to avoid include “lol,” “gonna,” “hey,” “tired,” “work” and “bored.”
Module Summary
Introduction to Social Networks
Create YouTube Videos
SN Metrics
Understand SN
Build Social Presence SN Strategy
Customer Support Using SN Innovate on SN
Social Trends
Drawbacks of Social Networks
Take Aways
• Social Space is more complicated than it looks like
• Mobile is essential for Social Space
• Twitter Endorsements and Guidelines (#paid, #ad)
• Avoid Posting Confidential Information
• The biggest danger is NOT being on Social Networks
• Every company must have a plan for monitoring social media and rapid response
• Define and use relevant metrics for your ROI
Thank you for choosing to study Social Networking and
Enterprise module!
#UH6BUS1062
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