Social Media - Research Paper Example

Impact of social networking sites on society “If Facebook were a country, it would now be the 6th most populous in the world” -InsideFacebook.com The above statement sums up the rising popularity and trends in social networking and the impact it has on society as a whole. The recent decades have seen a phenomenal rise in the use of social networking sites (SNS) globally. SNS such as Facebook, MySpace, Hi5, Twitter, Orkut etc., among others are a rage among youth and among other generic segments of the population. According to statistics, there are currently over 500 million international Facebook users and still growing (Facebook Factsheet, 2011) while Twitter about 200 million active users (trendwatching.com, 2011). Such a trend is mainly attributable to the key role played by information and communication technologies, and partly to the large scale acceptance of such platforms by internet users worldwide. Trends and statistics suggest that the sector has not only brought about significant transformation in the manner in which people interact but has also has acted as a major stimulus for global business (Gatautis, 2008). From social issues to political agendas and corporate strategies, all aspects of society are embraced and catered to by social networking sites. These sites offer a platform to the users to exchange their ideas, anonymously or publicize their views and announce it to the world. It is this flexibility offered by the SNS that makes it the most sought after internet trend in contemporary times. Definition and Meaning of Social Networking: The term social networking is often used interchangeably with other terms such as internet social networking, social web sites, or social networking services; although all of them convey the same meaning. According to Richter et al., (2009) Internet social networking can be defined as "the phenomenon of social networking on the internet". While Kim et al, (2010) define social web sites as "those web sites which make it possible for people to form online communities and share user-created contents". Impact of Social Networking on Society The social networking sites have caused significant impact in various spheres of an individual’s everyday life including the social, political as well as economical. Some of which are discussed below. Social Impact: The probable impact of social networking as a phenomenon on the society can be perceived and gauged in more ways than one. For instance, social networking sites such as Facebook offers users an opportunity to create common interest groups and help them exchange their ideas and present their views in a group of likeminded individuals, thus empowering them to voice their opinions, say for instance, against social injustice or in favor of a social cause. The strength of collective action is magnified by sharing and exchanging of ideas through common groups and helps bring about positive social transformations. Example: The recent tragedy that hit Japan, the earthquake followed by Tsunami, has left thousands of people homeless and in dire need of help. As countries the world over gear up to rescue the victims, social networking sites such as Facebook is offering a chance for people sitting at home, to contribute their bit for a noble cause. Facebook, in association with a popular gaming site, has come up with a novel idea whereby users can help the quake affected children in Japan merely by playing games online. The funds so collected would directly be forwarded to the Japan Earthquake Tsunami Childrens Emergency Fund (Save the Children.org, 2011). Another popular social networking site Twitter helped the stranded travelers find alternative resources, form car pools with other passengers and help them find places to stay, when the Iceland volcanic ash clouds made it difficult for passengers to commute via their usual modes of transportation (The Telegraph, 2010). Thus, the social networking has grown stronger by leaps and bounds, is helping users in approaching their day to day tasks in ways that were never imagined before. Furthermore attractive features such as ‘news feed’ help the users in keeping abreast of the latest news and happenings around them. In a sense, social networking today, helps in fulfilling the various promises of civic journalism through delivery of shared, pertinent, and useful information to its users (Merritt, 1998). Economic Impact More and more businesses, regardless of their size and reach, are now turning to social networking sites for promoting their products / services. Almost all businesses today, have twitter or facebook button on their websites, displaying their affiliation to some form of social media. Some such companies include Adidas, Calvin Klein, Louis Vuitton, Coach etc. Twitter is also fast becoming a trusted tool for advertisers to gauge the customer’s response towards their products. This helps the marketers and advertisers to improve their product / service, and target their customers in a more effective manner than ever before. The choices we make, regarding the type of products to buy, are today, largely defined and shaped by the social media. The impact of SNS thus, is huge and irreplaceable. Political Impact Politicians too, worldwide are now taking advantage and reaping the benefits of SNS by using it for promoting their political agendas. Example: During the 2010 General election in U.K. the popular networking sites Facebook and Twitter were touted to be frontrunners in causing unprecedented impact. Since the majority of users online are youth, politicians are finding it easier and more profitable to become net savvy and join SNS to reach out to their target audience. In fact, President Obamas successful campaign was credited to the excessive use of online social media (The Telegraph, 2010b). We live in an era where public trust in political institutions has steadily deteriorated, hence it is all the more crucial for civic authorities to foster trust among the citizens, in order to bring about social change. SNS provides a platform for these entities to interact and rebuild relationships. Psychological Impact The use of social networking sites is believed to have a significant psychological impact on the users. The regular exchange of information among users, activities such as joining common interest groups, and sharing of one’s views and ideas, helps individuals in forming valuable relationships amongst each other and widen their views simultaneously. This lays the foundation for symbiotic culturally tolerable ideologies, and fosters harmony and peace in the long run (Rutigliano, 2007). Conclusion The impact of social media on society is huge and undeniable. SNS today have penetrated deep within the fabrics of society to form a bond, which is unshakeable. As more and more individuals log on to the internet the strength and impact is likely to multiply. Social media influences our choices in a significant manner – right from the way we dress, or eat to the people we elect as our leaders. It is thus, imperative that the negative consequences are equally strong and undeniable. It fosters associative behavior which in turn leads to building of strong bonds and a stronger society. A nation’s well-being, lies in the hands of its youth, which is hooked to social media like never before. The availability of information available online is unprecedented and the same can be fostered through the power of social networking. References: Gatautis, R. (2008). The Impact of ICT on Public and Private Sectors in Lithuania. Inzinerine Ekonomika-Engineering Economics (4), Pp. 18-28. Kim, W., Jeong, O.-R., & Lee, S.-W. (2010). On social Web sites. Information Systems, 35, Pp. 215-236. Richter, D., Riemer, K., vom Brocke, J., & Große Böckmann, S. (2009). Internet Social Networking - Distinguishing the Phenomenin from its Manifestations in Web Sites. 17th European Conference on Information Facebook Factsheet (2011). Statistics [Online] Available at: http://www.facebook.com/press/info.php?statistics [Accessed: March 14, 2011] Inside Facebook (2011). [Online] Available at: http://www.insidefacebook.com/ [Accessed: March 15, 2011] Save the children.org (2011). Save the Children and Zynga Team Up to Help Japan Disaster Relief Efforts [Online] Available at: http://www.savethechildren.org/site/apps/nlnet/content2.aspx?c=8rKLIXMGIpI4E&b=6478593&ct=9179777¬oc=1 [Accessed: March 14, 2011] The Telegraph (2010). Iceland volcano: How Twitter and Facebook are helping stranded travellers [Online] Available at: http://www.telegraph.co.uk/technology/social-media/7610734/Iceland-volcano-How-Twitter-and-Facebook-are-helping-stranded-travellers.html [Accessed: March 14, 2011] Trendwatching.com (2011). [Online] Available at: http://www.trendwatching.com/briefing/ [Accessed: March 14, 2011] The Telegraph (2010b). General election 2010: Facebook and Twitter to have unprecedented impact [Online] Available at: http://www.telegraph.co.uk/news/election-2010/7558703/General-election-2010-Facebook-and-Twitter-to-have-unprecedented-impact.html [Accessed: March 13, 2011] Read More