Social+Networking+Sites

Social+Networking+Sites - Message Design for Public Message...

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Unformatted text preview: Message Design for Public Message Design for Public Relations & Organizational Communication Social Networking Sites A Recent but Explosive Phenomenon A Recent but Explosive Phenomenon Facebook • began in 2004 • has over 350 ­ 500 million users (as of 2010) • if it were country it would be the third largest after China and India • users post over 55 million updates daily • 70% of it audience outside the USA A Recent but Explosive Phenomenon A Recent but Explosive Phenomenon Facebook • Grew via ‘the network effect” exponentially • It took Facebook 5 years to reach its first 150 million users and 8 months to double that • Available in 70 different languages • Offers Facebook Lite for countries without fast broadband connections Other SNSs Other SNSs Monthly visitors in October 2009 • MySpace 100 million • Twitter: 52 million • Hi5: 50 million • LinkedIn: 48 million • In October 2009 all SNSs including Facebook had over 800 million visitors worldwide • World population ­ 6.7 billion as of 2010 Features of Social Networking Sites • Dramatic and permanent upgrade in people’s ability to communicate with one another • Since Feb. 2009, people worldwide spending more time on SNS than on e­mail, across all age groups • Most avid networkers: Australia, Britain, Italy Features of Features of Social Networking Sites • Have made people’s personal relationships more visible and quantifiable • Have become important vehicles for news and channels of influence: Twitter makes headlines with real­time updates • Twitter and Facebook played a major role in Obama’s election win • There is so much to do on them via various apps Twitter Twitter • The 140 character message • Most prolific 10% of twitterers accounted for 90% of all tweets • Part­blog, part e­mail • Major contributor to social change and citizen activism (Egypt, 2011) Marketing Potential of Social Networking Sites • SNSs produce a powerful viral marketing effect • Friends’ recommendations most influential factor in affecting purchasing decisions or attitude/behavioral change Marketing Potential of Social Networking Sites • Simple tweets can help create interest in an organization or product • Engenders street credibility, unlike traditional media • Inexpensive way to get organization's message out Opportunities for Opportunities for Organizational Communication • Can speed up knowledge­sharing and internal communications media • SNSs can capture knowledge and identify experts on different subjects within an organization Opportunities for Opportunities for Organizational Communication • Employees will be inclined to use SNSs responsibly at work because message sources can be traced • Inexpensive way to get organization's message out there • New way for organizations to reach their customers and those who influence them Blogs: An Opportunity for Blogs: An Opportunity for Organizational Communication • Especially valuable for public relations • Redefines and organization’s identity • Redefines an organization's power relations and its locus of control Blogs: An Opportunity for Organizational Communication • Allows your publics to influence the organization, not just the org. disseminating messages to its publics • Fast, economic two­way communication • Community­natured • Promotes relationships Blogs: An Opportunity for Blogs: An Opportunity for Organizational Communication • Product reviews playing a major role in influencing consumer buying behavior and blogs facilitate this • Efficient in driving innovations e.g. leaking of info about first IPad before its launch • Enables more transparency about companies Blogs: An Opportunity for Blogs: An Opportunity for Organizational Communication • CEOs can create more of a relationship with their employees and publics • People see organization as more personal and feel more connected • Fosters more engagement with organization and its stakeholders/other target audiences Blogs: An Opportunity for Blogs: An Opportunity for Organizational Communication • Product reviews playing a major role in influencing consumer buying behavior and blogs facilitate this • Efficient in driving innovations e.g. leaking of info about IPad before its launc •h • Enables more transparency about companies Blogs: An Opportunity for Blogs: An Opportunity for Organizational Communication • CEOs can create more of a relationship with their employees and publics • People see this as more personal and feel more connected • Fosters more engagement with organization and its stakeholders/other target audiences Some Concerns Some Concerns • Corporations often limit employee use because of fears of loss of productivity • Organizations fear public disclosure of confidential data ...
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This note was uploaded on 11/11/2011 for the course COMMUNICAT 192:313 taught by Professor Titus during the Spring '11 term at Rutgers.

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