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

Twitter

FaceBook

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