Social Networking – What are the Ramifications?

Dr. Richard G. Bush

Social Networking – What are the Ramifications?

• Social Networking or Social Media sites offer new and varied ways to communicate over the internet.

• What is a social networking site?– Are sites which allow users to set up online

profiles and connect with others as they develop their social networks...professional, social, and micro-social networking.

Social Networking – What are the Ramifications?

• Social Networking is very popular with– 8-17 year olds (49%) – 16+ years of age (22%); with the 16-24 year range having

the highest range of 54%.– the fastest growing market...35-65 year olds.

• FIRST issue...under-13 year olds are by-passing the age restrictions on social networking sites. Most require someone to be 13 to 14 years or older to join.

• ...or did you help them set up their account?

Social Networking – What are the Ramifications?

• On average adults (16+ years) have 2 social networking sites and profiles.

• They tend to view and participate on these sites daily...even at work..

Social Networking – What are the Ramifications?

• The type of sites individuals choose to use varies depending on the strategy for use and user– The professional persona (the online business

meeting) - Linkedin or Plaxo– The friends and family plan - Facebook, Bebo,

MySpace, etc.– The dating scene or cocktail party - Twitter

Social Networking – What are the Ramifications?

• There are many sites to chose from:

Social Networking from an HR Perspective

Social Networking – What are the Ramifications?

• An interesting statistic:– 66% of parents claim to set rules on their child's

use of social networking sites; yet...– only 53% of children said their parents set any

rules.

• Why has social networking become so ubiquitous, and, for many, essential in their daily lives?

Social Networking – What are the Ramifications?

• What are some of the drivers for the speed and ubiquity of social networking sites?– Home internet and connection speeds have increased– Increase knowledge and confidence in the use of computers and the

internet– Social Networks are relatively user-friendly applications; easy to use

and pleasant in design– Mimics face-to-face conversations of more traditional social

relationships– Social Networking sites are everywhere...you virtually trip over them– Applications provided through these sites increase the versatility and

customization of the social networking experience

Social Networking – What are the Ramifications?

• Those who take up the sirens call for social networking fall into one of the following groups:– Alpha Socialisers - (a minority) short, intense bursts to flirt, meet new

people, and be entertained.– Attention Seekers - (some of us) crave attention and comments from

others. In viewing the social network sites of students in high school and college today...they are standing there "naked" for all to see...with nothing for the imagination.

– Followers - (many) joined to keep up with the activities of peers– Faithfuls - (many) rekindle old friendships from the past– Functionals - (a minority) a single minded practical use of these sites

Social Networking – What are the Ramifications?

• Those who do not use social network also fall into groups:– Concerned about safety - specifically putting too

much personal information online– Technically inexperienced - lack confidence in

their ability to use the internet and computers– Intellectual rejecters - they see social networking

as a waste of time

Social Networking – What are the Ramifications?

• Privacy and safety, for those adopting social networking is not at the top of their minds, many:– Leaving privacy settings at default "open"– Giving out sensitive personal information, photographs,

and other content– Posting content that could be reputationally damaging– Contact individuals they do not know online and accepting

people they do not know as friends

Social Networking – What are the Ramifications?

• Why is this happening? Why is it not the top of their minds...security and privacy?– They lack awareness of the issues– They assume the social networking site is taking care of these

privacy and safety issues for them– They may lack confidence in setting or resetting the privacy

settings– They cannot find the privacy and safety settings on sites– Younger uses feel they are invincible– The perception that social networking sites are safer than

other sites

Social Networking – What are the Ramifications?

• Free Time?– With Smart-phones, texting, etc.• we are always on• your kids are always on and connected

– Building our community– We are unable to disconnect; work and life are

converging to create an always on, hungry for that next "bing" to respond world...are we looking at an additiction?

Social Networking – What are the Ramifications?

• Physical and Mental Health– Themes from adolescent blogs and social networking sites:

• Romantic relationships• Friends• Parents• Substance abuse• Sexuality• Popular Culture• Eating disorders• School• Depression• Conflicts• Self-expression• Self-harm

Social Networking – What are the Ramifications?

– Tim Wilson (the comedian)...When I was growing up, we had this thing called "go outside and play". We did not have a computers and the internet, we only had three TV stations, music only came from the radio or from albums played on record players the size of your dinner table...• We are spending a lot of time inside and in-front of the computer

or using some other technology to communicate with the world• We do not disconnect...we are fixated on the next message,

tweet, photo or email• Enables a more sedentary lifestyle...aka Obesity

Social Networking – What are the Ramifications?

– Addictive...and combined with other isolationist behaviors can lead to greater feelings of loneliness...linked to diabetes, cancer, and, potentially, dementia.

– Research of late suggests that too much of these technologies maybe causing our brains to reverse to the state of small children attracted by buzzing noises and bright lights, with short attention spans and living for the moment.

– We need to educate web users in safe and healthy ways of using social networking...everything in moderation.

Social Networking – What are the Ramifications?

• Socialization and Interaction with Others– Social networks are replacing our interactions

with others – The number of hours spent interacting face-to-

face is in decline– We would rather send an email or write on

someone's wall than talk to them– Scams and predators are lying in wait on social

networks

Social Networking – What are the Ramifications?

• Work and Social Networks– Of course, if employees (or applicants!)

voluntarily use Facebook, Twitter and other sites without the privacy settings, the information posted is public knowledge

Social Networking – What are the Ramifications?

Workplace disputes occur even without technology. Social media tools may simply fuel the flames, or provide another avenue for

management awareness of workplace issues.

Social Networking – What are the Ramifications?

Hopefully, bad news (layoffs, benefit cuts, etc.) are explained to employees before this happens…

BUT be prepared to deal with leaks just in case.

A complete ban on social media within the firm will probably not be effective.

Communication is key!

Social Networking – What are the Ramifications?

Social media encourages more employees to use their voice – the risk is the one-to-many communications could result in intellectual property being compromised.

Social Networking – What are the Ramifications?

Employee posts on social media sites may constitute constructive notice of harassment…

Social Networking – What are the Ramifications?

…perhaps especially if employer claims to monitor employee use of social media

Social Networking – What are the Ramifications?

• Workplace, and school harassment can occur over social media– Employers this means, if you claim to monitor

social networking sites and fail to act upon these issues…you may have an bigger issue…constructive knowledge

– Schools and parents, you will need to address these situations quickly to avoid the possibility of it boiling over in to real world situations

Social Networking – What are the Ramifications?

• It's not all that bad...when used appropriately– Social networks can help us make professional

connections that lead to new jobs, new projects, new partnerships, lasting professional relationships, and more.

– We can network with individuals of similar interests to learn more about those interests:• Health issues• Technology• Travel• etc.

Social Networking – What are the Ramifications?

– We can reconnect with friends and family that we have lost touch

– Our children can connect with their friends, learning resources, interests, etc. often in a very safe manner

– We can leverage the various networks to build communities that can have a positive impact on the lives of others

– We can promote our organizations

Social Networking – What are the Ramifications?

– We can connect with customers and suppliers in a more intimate manner to learn more about them and what they think of us and our competition

– ...and so much more, so little time.

Social Networking – What are the Ramifications?

• Social Networks are not bad; it is how we use them that make them either a good or bad tool

• Cherish the people you know and always add caution to the mixture when you are dealing with people you have never met in person.

• "Keep your clothes fully on and you can't go wrong"

Social Networking – What are the Ramifications?

• List of Social Networking Websites on Wiki (http://en.wikipedia.org/wiki/List_of_social_networking_websites)

• Top 25 Social Networking Sites (2/2009) (http://social-media-optimization.com/2009/02/top-twenty-five-social-networking-sites-feb-2009/a)

• Social Networking God: 350+ Social Networking Sites (http://mashable.com/2007/10/23/social-networking-god/)

Social Networking – What are the Ramifications?

• 50 Social Sites That Every Business Needs a Presence on (http://www.insidecrm.com/features/50-social-sites-012808/)

View other companies’ social media policies here: Social Media Governance: “Empowerment with

Accountability” database of company polices available at

http://socialmediagovernance.com/policies.php

Do you have any questions?Thank you.