Extended Essay

Social Media Reputation

Social media has become an important channel for customer service and feedback. Companies use it to their advantage in order to excel.

There is a risk that companies take when they ignore the true benefits of social media. They risk their reputation and sales. According to the Zeno Group, Inc. communications firm’s research, about 71% of executives at larger companies say their CEOs consider their company’s social media reputation when they conduct business. It’s essential during decision-making to large corporations. As mentioned in my previous post, Preparation for Social Media Disaster, company’s react fast to a damaging article or social media post. There’s a rule of thumb to never let any negative comments go unanswered.

You must not ignore your social media reputation as it might hurt you in the future. You must make sure you have a positive presence on social media and monitor and respond accordingly. Your reputation depends on it; you might even gain some important business insight.

Social Media Attracts Good Employees

Social media reputation goes a long way. It attracts good employees. The attitude of a company’s twitter or Facebook can definitely influence people’s perception.  It’s important that the corporate mission statement is clear through the company’s social media practices and beliefs. Personally, the company’s online reputation matters as much as the job offers. Social media plays a vital role in the candidate’s view of the company.

The posts, tweets, photos, and company events reflect what’s happening internally. If employees are satisfied with the online reputation then they should be happy within their work environment.

For instance, Goggle is advertised through many social media platforms as a “A Place to Work and Play”.

A place of play indeed, the above slide is connected to the 1st and 2nd floor

Other companies compliment on Google’s culture and workplace norms.

The above tweet expresses how others view Google

Company culture is also important. Social media portrays the culture of the company through its post. That can be the deciding factor in choosing one company over another. Respondents must be effective at communicating its corporate mission, goals, and beliefs, as we seen with Google. Overall, a strong social media program and a good company culture are ways to easily attract employees.

Universities Joined the Bandwagon

Colleges are now creating applications that inform students that they have been “Accepted”. You no longer have your typical e-mail or letter in the mail. You don’t even have to log into your computer and visit the admissions website; instead you can access it immediately from your phone.

The University of Georgia has an app that has been downloaded more than 700,000 times. This is a prime example how technology adapts to the time. Students who are applying for colleges now spend so much time on their phone. They made it easier for the applicants to stay updated with any/all campus notifications.

University of Georgia Application 

This app is to be relatable and relevant in today’s communication environment.  According to a study by the Center of Marketing Research at the University of Massachusetts Dartmouth, 90% of admissions officers say their investment in social media efforts has produced positive results.

Universities use social media to reach out to potential and current students. You may already see universities utilizing platforms such as: Facebook, Twitter, Instagram, Youtube, Pinterest, and Spotify. It’s as simple as launching a Facebook page and watch the quantity of applications come in.

Each college has different approaches to online recruiting. I find it interesting that Morehouse College has “Morehouse Monday’s”, where perspective students can use Facebook’s group chat feature to talk with everyone from financial aid officials to the schools presidents in real time.

All is in an attempt to broaden the schools brand and image. Students who are looking for an authentic perspective on a school they can easily access a Facebook or Twitter account. Social media platforms are well established tools for student engagement.

Social Media Changing Disaster Response

When cell phone service is unavailable, Facebook is the next thing. Pages were created in the aftermath of several natural disasters in hope to raise awareness and funds for families and people in need. Two weeks after a storm, a Facebook page would have about 6,500 “likes” and would still grow every day. Facebook pages are the quickest way to get information, as survivors and their relatives relied on social media as they have once leaned on Red Cross. The biggest part of using social media is not only about receiving help from the government but from the public as well. Prior to these platforms you were left trying to figure out what you needed and now the need is quickly met. Social media is the primary source of communication following many natural disasters.

Social media platforms can be used to inform a specific area of a storm warning or any other weather alert, for instance,

This tweet is informing people of breaking weather news

Social media is made for social interaction and is highly accessible. Companies, universities, politicians and many more use social media as a mean to communicate to consumers, employees, potential employers and voters. They use it to create, share, and exchange information and ideas virtually. 

what do you think social media will be used for in the near future? 

Millennial (Y) Generation

The Internet has a power to influence, connect, and mobilize the population. Technological advances are no longer shocking but simply expected.  Today’s society has different expectations for all types of relationships. Relationships are now different because the tools used to maintain peer to peer connections have undergone a vast alteration. The primary focus is on the Internet and, with that, the development of social media. Social media are a web-based technology that transforms how people communicate by enhancing interactive conversations.

 Mark Zuckerberg, the founder of Facebook, said, 

More than 175 million people use Facebook. If it were a country, it would be the sixth most populated country in the world.

Facebook has the ability to bring people together in a wide variety of ways.  People are now accessing social media from mobile devices and laptops making it a commonality in everyday life. 

Social media platforms as Facebook brings bad habits

Social media is continuing to grow exponentially based on the wants of the people nowadays. Social media users are Generation Y, also referred to as the ‘net generation,’ who have grown up understanding the power of the Internet. Generation Y is unconsciously addicted to social media and as a result they feel constant pressure to be connected with their peers through maintaining a connection with technology such as smartphones, laptops, and tablets. The internet and social media are a new kind of fluency, it’s like an acquired language. Social media has their own language, culture norms, and sensibilities. Those who practice the skill are naturally going to adapt to it and will use it in their daily routine.

It’s sad how we the millennial (birth dates from the early 1980s to the early 2000s) are considered to be apathetic, disinterested, tuned out, and selfish. From the Clinton Global Initiative University, 75% of students are likely addicted to social media. It is said that the millennials are regularly drawn to their cell phone. As mobile natives, it is said that we recognize mobile phones as more than just phone calls because it enables texting between friends or even tweeting. Millennials are viewed as social media obsessed. I mean who isn't ? It’s hard not to be in the world we live in today. Everything is related to social media. But, some do live for their “likes” and status updates.

The new digital age has brought about extraordinary developments in technology have altered the world. Yes, technology does play an important role in our day to day lives which is what makes generation Y’s view of the social world different to others. They haven’t lived in a world without it! Generation Y has the need to stay plugged into social media platforms. Young people may describe their phone as a part of themselves and wouldn't be able to function without it. Technology has become integrated in our culture.

Preparation for a Social Media Disaster

Ever posted anything that you regretted out in front of the whole world on social media? You may need to restrict yourself to robot-like discipline to keep you from making mistakes. In this generation it’s interesting to be authentic, yet it’s so risky!  The things you post on social media can be potentially disastrous. Companies are also at fault for posting something of great embarrassment.  It’s important to think of pre-crisis preparations like setting up social media policies and crisis communications plan.

The following are ways to address regrettable Facebook or Twitter posts:

Don’t have a knee-jerk reaction: don’t act on impulse, instead think of a well thought out response rather than a quick knee-jerk response. Many times businesses are not prepared to handle a social media mistake as there are many. Companies may not respond to the situation quick enough. But, it is essential that a company takes a moment to carefully deliver a message to respond to the community.

Don’t hide the mistake: companies should never act as if they didn’t make a mistake. If you social media manager posted an offensive tweet or post, it’s the responsible thing to accept it. Its damage control to delete the comment or post but it’s essential to react to the post and apologize for it.

Rebuild you image: the brand/image of a company can survive a social media disaster, however, it will take time to rebuild the company’s reputation.

Social media is a valuable resource for marketing your business. Unlike many traditional marketing channels, Facebook, Twitter, Google+ and many others allows you to communicate to your customers in real time. The downside is the instant connection with consumers that creates a greater risk but, with the above mentioned ways you are prepared to damage control your brand.

What brands have done a phenomenal job in rebuilding their brand from a social media setback?

Social Media Campaign Raises Thousands

In regards to my previous post, Social Media Helped Boston Bombing, the suspect was found several days after the attack. He was found hiding in a boat located in a Watertown resident’s backyard.   

During the manhunt in Watertown for the Boston Bombing suspect, Dave Henneberry reported that he found the terror suspect hidden in his beloved boat. The state police raced to the scene as quick as possible and spotted the suspect by using their night vision equipment. The police detected the suspect’s body under the tarp in the boat.

This brave citizen found the suspect crouched in his boat “Slip Away II” and reported it. It was said that Dave just had the boat done and spent so much money on it. The police riddled the boat with many bullet holes.

Dave’s neighbors felt for him because they knew his boat was his baby. The vessel is now damaged. However, he is awarded the $50,000 for tipping the FBI information about the fugitive. The people of Watertown argue that the repairs for the boat shouldn’t be taken out of the reward. The support for an everyday man has been incredibly amazing. This incident has inspired several social media fundraising campaigns. They used Crowdit.com, the world’s largest funding platform for group experiences, activities and more. The page has raised more than $12,000 in just a few days. The power of social media is beyond my understanding.

Social Media Helped Boston Bombing Response

As you may already know there was a tragedy that occurred earlier this month. There was a Boston Marathon bombing that injured over 100 people and killed 3. There was a chaos of people and cell phones weren’t working. People were said to have rushed home to post a Facebook status informing their family and friends that they were OK and there phone was down.

A friend of a victim stated,

I have been following my friend's Facebook [account] who is near the scene and she is updating everyone before it even gets to the news.

As word spread of the blasts on Monday morning, social media seemed to have shaped every aspect of the response from runners giving updates of the race-turned-nightmare on Facebook to authorities using Twitter to give constant updates. Runners were reporting about the incident prior to the news channels releasing any new information. Terrorism experts said that social media helped in Boston to determine their steps after hearing about the explosions.

Bill Braniff, Executive Director of the National Consortium for the Study of Terrorism and Response to Terrorism said

Authorities have recognized that one of the first places people go in events like this is to social media, to see what the crowd is saying about what to do next.

Before Authorities took their steps, they looked to Twitter to search for corroborating information in order to take a corrective action.

Above photo is a screenshot of a Tweet that was sent from the Boston Police Dept. in search for the suspect.

 

It’s amazing how people learned information about the blasts on social media before hearing it on any traditional news outlets. The event became a trending topic on twitter, #BostonMarathon. The information was spreading beyond the affected area and became a trending hashtag within the online community that expanded across national borders. There is a greater sense of unity. Its unfortunate that days like this, brings us together.

Overall, social media is a tremendous help for investigators throughout their evaluation process. Photos and statuses that are posted can be used to help identify the perpetrators of the attack. Just like Sandy, people were documenting the aftermath in posts and pictures of the events.