How Sony Ecrission Use Facebook and Youtube to Expand Business - Coursework Example

Name: Professor: Institution: Course: Executive Summary The purpose of this report was to investigate how companies can use social software as a business communication tool. In particular, the report focused on how Sony Ericson should either use Facebook or You Tube to communicate with its customer. An analysis on Facebook and You Tube pros and cons as well as on Sony Ericson and its competitor was undertaken to determine which software should be used by Sony Ericson to communicate with its customer as well as its market share as compared to its competitor in the mobile industry. In conclusion, the report found out that it is highly recommended that Sony Ericson chose Facebook to be its social software as it stands to gain more from choosing it instead of YouTube. 1.0 Introduction Over the past few years, the social media has developed from a small group of communities that existed on their own to a multibillion dollar industry that is quickly increasing in size to mobile devices, which has in turn driven several changes in consumption behaviour and has provided its users with a social graph and an identity that follows them across the web. With this in mind, more dramatic changes are expected in the next five years in the social media. As a result of the underlying technological advancements in the wireless networks wires, hardware all of which makes the social media a reality, the world is likely to be one small village where everything is connected. The result of this will be major shifts in our day to day lives and major changes in several industries who already starting to feel the impact of social media. This report will focus on Sony Ericson Company which is in the mobile industry and just like any other industry, it has not been left in using the social software in enhancing its communication with its customers. The report will focus on comparison of two social software which are Facebook and YouTube, their pros cons, and finally, it will recommend to the company, which of the social software is better. 2.0 Social software Social software is a term that is broadly used to characterize software based tools that allow collaboration and interaction (Boyd, 2007). It is a relatively new internet invention that connects people intellectually and facilitates sharing and evolvement of ideas. Social software is not just distinguished by the salient features it provides but also by etiquette and social conventions and appropriateness to use. Such software includes instant messaging, blogs, wikis, folksonomy, Usenet, email and other virtual online communities. It is clear that social networking is becoming increasingly important to many people. The large networks sites such as Facebook, Twitter, YouTube, My space and others, are facing increased competition from new social networks which are increasing every day. Social networking is also becoming increasing significant to the mobile phone industry. According to a recent research on by Informa Telecom, at least 2.3% of all mobile users are using their cell phones for social networking purposes such as multimedia sharing, chatting and others. The research company indicated that that this percentage would increase to 12.5% within five years. The telecommunication industry is expected to be involved in this to a large extent. However, the social networking companies who current focus on the internet are predicted to play a crucial role in the cell phone environment and need to consolidate so as to improve their brand presence Shirky,2010). 2.1 Facebook Facebook is a popular name among those who are so into it. It is a social networking website which was founded in 2004 by Mark Zuckerberg (CIA 2008). Its name comes from “the paper document with names and faces issued to college freshmen to assist them get acquainted with each other”. The site initially target Harvard students and later opened to other student from different universities and then to all high school students and in 2006, everybody was allowed to joint and now it’s a social news service with 500 million members. It site allows registered members to create profile, send messages, upload video and photos and keep in touch with family, friends and colleagues. By using the search facilities, users can locate other users by sending them an invitation (CIA 2008) There are three major types of representation on facebook. First, people create a facebook profile which has a two way interaction with family and friends. Secondly, business create a facebook page to promote their brands and products and thirdly, a fan page where all users are accepted as fans, a page is mainly a one way broadcast from the business. Also, facebook offers demographic statistics about usage (CIA 2008) . The site offers a range of privacy option to its users; a user can make all this communication visible to everybody but can also block specific connections. In May 2007, facebook opened its developers’ platform to allow third party developers to build widgets and application and once they are approved, can be distributed through the facabook community (CIA 2008). In 2008, the site engineers launched Facebook Connect, a cross site initiative that permits members to publish interactions on third party partner site and by 2010; more than a million applications were available for education, entertainment and business. Also, in 2008, facebook introduced a Beacon social advertising program which tracks facebook members who visit advertisers’ site (CIA 2008). 2.2 YouTube YouTube was established in February 2005 and has is now the most popular web portal in the whole world. It allows its users to present their videos and go through several video sections by searching using key words. It has taken viral video idea to a new level. As a video sharing and hosting websites, this site has something for each and every one. From music videos, to movie clips to comedy proofs, if it is on video, it is possibly on YouTube. Apart from watching videos, YouTube allows on to blog through uploading of videos and placing them on blog using YouTube widget. For companies like Sony Ericson trying to market itself online and get them noticed, then they should try out different methods. They might consider blogging, taking some beautiful pictures and placing them on a photo sharing website like YouTube, spreading their messages on the websites through the available forums as well as mailing lists, in general, social networking. For those companies like Sony Ericson hoping to use the popular video site to market its products and services it can do it in several ways. To start with, companies can use YouTube to host their videos after which they cab embed or paste these videos to their websites. For instance, for a company like Sony Ericson dealing with cell phones, use of text and pictures may be boring. The company can consider making the website more presentable through a video and it can then use YouTube to store it instead of using the company’s website space. The company can also post its messages to YouTube directly and maintain a marketing stand point on the company’s YouTube profile which will ensure that you keep in touch with other users of You Tube, subscribe to other users and get subscribe to subscribe to your profile which will ensure that you communicate through your own profile. 3.0 Sony Ericson Sony Ericsson mobile communications is a multinational company manufacture of phones and Bluetooth devices and the company’ s vision is to build a better voice trap. The company, global management is based in United Kingdom, Tokyo, Sweden, London, Beijing, Mexico, United States, Redwood and China (Jurien,2007). The joint venture between Sweden Ericsson and Japan based consumer electronics maker Sony combines the cell phone operation of both companies. The company provides mobile multimedia devices to mobile operators and many users around the world. It offers phones, PC cards that combine technology with applications for mobile imaging, music, accessories, entertainment and communication. It was founded to draw on the wireless technology of Ericsson which is the world leading producer of wireless equipment (Jurien,2007) . Sony Ericson communication has entered in to agreement with unity technologies ApS to bring merged with Unity-based games to the Sony Ericsson Xperia PLAY Smartphone and the company was founded in 2001 and is based in Lund, Sweden. However, Sony Ericson is off against such cell phone stalwarts as Motorola and Samsung as well as Nokia. In 2009, Sony Ericson was the fourth largest mobile phone companies in the world behind Samsung, Nokia, and LG, and this was attributed to the launch of the adaptation of Sony’s popular cyber shot and walkman series. However, in 2010, its market share has declined and is placed six behind Apple and Motorola. The table below represents Sony Ericson Market share in 2010. Source: Lund (2010) 4.0 Social software pros and cons 4.1 Advantages of Social software Social software is a new invention that has brought every social group together. Use of social software has enormous advantages to the business and includes branding (Mejias 2010) . If the company has been using the ordinary software that was designed the company, this site can be made better by using the company’s colors and graphics and themes to reflect the company’s product. This is made possible by the social software. Another advantage of using the social software is the Design and Layout. For companies that are having their sites being developed, they can have 100% control of the design and layout of the site. This way, they can control use of the layout and control navigation so that they can push customers to particular areas. When using commercial software, one does not have 100% control over the design and layout of the sites since one has to use a pre programmed template. Another advantage of using the social software is its salient features. (Ivanova 2010) When using this software, one can put all features that are necessary for the site and do away with those that are not needed. For the commercial software, there are some features that are in built into the design and one cannot do away with them. Low cost is another advantage of social software. It is free to use these sites for either business or personal use fat that is underestimated by many businesses. Using social software as a strategy of marketing the company’s product is very effective since one can single out the target markets and the potential customers by the click of a button. One can also build on the company’s credibility through social software. One can build on the trust the customers have on your product through connecting with them at a professional and personal level. Using this software, information is easily shared not only about your company but also about others. (Tom 2009) The more information customers have about you, the better. All though one has to do a lot of work, it is definitely worthwhile. Last but not list, one can benefit through connections and making “new friends”. Courtesy of social sites, you can easily contact people and if you play your cards right, you are likely to benefit as a company. 4.2 Disadvantages of Social Software While the social software has become an avenue for meeting friends and establishing connections with friends, they are increasingly becoming an avenue for fraud and theft (Allen, 2009) When one present their personal details such as their name, email address, location, and others, other people may use this information and pose as you especially when conducting illegal business. Moreover, those people pretending to be somebody else can make you believe that they have some business deals with you and hence ask you to meet with you and con you your money. Social software is also time consuming and if that is not you interest, it might be as well a waste of time. Social software is meant to be fun whether they are for personal or business use. There is some social software that allows the businesses to post their links to several social networking sites. 5.0 Comparison between Facebook and You Tube Facebook has continued to dominate news headline over the last 6 years, mostly when the network reached the 500 million members mark in 2010. As it continues to expand its reach, facebook has upgraded its feature and here are that facebook announced in 2010 which include; face book credit, privacy control for application, social plug-in, high resolution photos messages and new profile layout. Using face book will enable you to search for new and old friends; Facebook has quickly become the social network site of choice by college students and an integral part of the “behind the scenes” college experience (Selwyn, 2007). Since its 2004 4 inceptions, virtually all colleges in the United States (and growing internationally) have designated college networks within the site. The adoption rates of Facebook in universities and colleges are remarkable; 85% of college students that have a college network within Face book have adopted it (Arrington, 2005). Furthermore, Face book also has a growing audience .To illustrate, registration for individuals age 12-17 grew by 149% between May 2006 and May 2007 (Lipsman, 2007) and a 2007 Pew Internet and American Life Project study found that 55% of 12-17 were using social networking sites (Lenhart & Madden, 2007). Not only are many teens registered on social networking sites, but they are also very active users. On the other hand, you tube allows its users to present their videos and go through several video sections by searching using key words taken viral video idea to a new level. As a video sharing and hosting websites, this site has something for each and every one. From music videos, to movie clips to comedy proofs, if it is on video, it is possibly on YouTube. Apart from watching videos, YouTube allows on to blog through uploading of videos and placing them on blog using YouTube widget. However, You Tube has been the focus of high controversy. Issues regarding sensitive political and personal topics have seen the site banned in several countries including Brazil, Turkey, and India. Popular, controversial videos have seen the topic of YouTube blocking raised again and again in public schools and libraries. Borderline porn such as the Brazilian actress Cicarelli Daniela sex-on-the-beach video has given legitimacy to such concerns. Although YouTube bans the distribution of pornography, much questionable content is available on the site. Due to the non-text and ever-changing nature of YouTube, parental controls and filters are often ineffective at blocking specific videos or portions of the site. 6.0 Conclusion From the above analysis, it is clear that at for a business to succeed in this technologically advanced world; it has to keep at pace with all that is happening around it. Communication to the customers is important for the success of a business since one is able to get feedback on the products and services they offer and know whether they are at par with the customer’s expectation. Social sites have been such one avenue where businesses are easily connecting to the users of their products and services. Sony Ericson, just like any other company should not be left behind in getting the best channel to communicate its products and services to its customers. Should it ignore use of these sites, then it is doomed to fail considering the continuing growth between the collaboration of the social networking sites and the mobile phone industry. 7.0 Recommendations From the above analysis, it is highly recommended that Sony Ericson chose Facebook to be its social software as it stands to gain more from choosing it instead of YouTube. As indicated in the research, YouTube has been seen to have a lot of controversy surrounding it. On the other hand, Facebook allows for blogging which ensures that the company can keep track of all the information sent in by the customers. The best way for Sony Ericson and Facebook to move forward is to maintain an integrated and active presence on the public internet. This will not only act as an important way of reaching the general public but will also act as an avenue through which familiarity with face book and Sony Ericson can be established. Where necessary, the employees should be asked to explore these communication tools themselves and visit the company’s presence on Face book. References Allen, C. (2009) Tracing the evolution of social software. [Weblog entry, October 13.] Life with Alacrity Retrieved on 9th May 2011 from http://www.lifewithalacrity.com/2004/10/tracing_the_evo.html Arrington, M. (2005, September 7). 85% of college students use Facebook. TechCrunch. Retrieved on 9th May 2011 from http://www.techcrunch.com/2005/09/07/85-of-college-students-use-facebook Boyd, D. (2007) The significance of social software In BlogTalks reloaded: Social software research & cases, eds. T. N. Burg and J. Schmidt, 15-30. Norderstedt, Germany: Books on Demand. Central Intelligence Agency (2008) The world factbook-United Kingdom, Retrieved on 9th May 2011 from https://www.cia.gov/library/publications/the-worldfactbook/ print/uk.html Hamann, K. and Wilson, B. M. (2003). 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Paper presented at the O'Reilly Emerging Technology conference, Santa Clara, CA, April. http://www.shirky.com/writings/group_enemy.html Tom (2009) Advantages of Social Networking Retrieved on 9th May 2011 from file:///G:/FACEBOOK/Advantages%20Of%20Social%20Networking.html Read More