Monthly Archives: October 2011
The Facebook Privacy Debate
Facebook is one of the largest social networking site, with over 800 million users, it has been one of the biggest social impacts to the web. But is Facebook really a safe place to post up personal information? With its new and improved Facebook about to launch concerns have been raised with the amount of content being shared on the web.
One main issue with Facebook is the privacy of the users account. It is very simple to create an account and impersonate another person, for many different reasons; unfortunately due to its varied and popular status on the web it is a severe reason for this. The inappropriate use of Facebook unfortunately something that cannot always be dealt with.
Trolling is another strong criticism of the social networking site. In September 2010 a man was jailed for 18 months after posting and commenting obscene and hurtful messages on a memorial page set up on Facebook which was deemed “malicious communications”. The word “trolling” or “trolls” is the term given to a person who posts stirring messages to an online community as a way to promote a reaction. This again is another issue Facebook faces.
Facebook launched a way of disabling a users account if they do not wish to continue using the site, where by the user can deactivate their account but not delete all together. The danger being that even though the information is not seen the data collected is still stored with the site and could easily be accessed without permission.
Advertising is another strong issue with the social networking site, as a lot of funding surround Facebook as a way to support its funding, however such brands as Halifax and Vodafone removed their advertisement from the site due to protecting their brands, some advertisements appeared along side pages such as the British National Party page, which they did not wish to associate with.
With its new sharing feature of posting and sharing what users listen to, watch and read about, Facebook has promoted questions about its user content. In September 2011 an article on helpnetsecurity.org, which focused on the five main concerns of the new and improved changes to Facebook, over the growing, concerns of the privacy and security issues. A few main points in the article were the new push to encourage users to share more publicly their information such as jobs, education and locations as a way of building more data, brings up the issue of privacy settings. Another issue was the new “timeline revolution” which allows users and friends look back at information and content which the user would not wish to be seen, which is available to anyone.
Overall Facebook is a digital world of information that can be highlighted at the click of a button. The fact of security and privacy are huge factors, which are being addressed by Facebook. Campaigns such as take this lollipop are just one of the campaigns encouraging users to be careful when allowing others to access their information, for example, how many people read the information before they click the “allow” button. This campaign was a way of focussing in on security issues surrounding Facebook.
The Importance of the Social Graph.
Social graphs can come in all different shapes and sizes but this is dependant on the information and identity of the person in question. A social graph is the digital mapping of a person’s characteristics. First coined by Mark Zuckerberg the CEO of the social networking site Facebook, the social graph can be used in many different ways, uses mainly for marketing and business purposes. It is a very useful way for businesses to connect with you. First started with Facebook then moved to other platforms, such as Twitter, Flickr and Google, social graphs can be built up with different information and connections which in turn overlap. Social graphs are very useful way of improving the accuracy of networks and find out information that works to the advantages of businesses such as marketing and advertising agencies, which need this information to help target the audiences of their products or brands.
A social graph can tell a story of a personal identity in three simple sections. First focussing on context, nodes then finally sharing. Social networking is all about content, who you associate with, can tell someone a lot about you. Your content does not only tell you about who you are, but also who you are not. What interests you but also what does not. Associations with other personal social graphs can be helpful in a way of being discovered but the distinctions that can help you pull away from that crowd and show your true identity. So the more in your social graph the more information can be defined around you. The social graph is a set out as a mapping system of connections (kind of like a spider diagram) and these connections are seen as dots called nodes. These nodes are points on the map that help users and businesses “navigate” and find exactly the content they are looking for their business. Finally sharing this content through nodes can then be communicated and exchanged throughout the web within a community, which in turn connects others and creates more nodes.
But how does one increase their social graph? The more information and content being entered into the web the larger your social graph becomes. The more technology being integrated into the web the more your graph grows of social data.
“The person is more likely to choose you if you’re recently engaged in conversation that keeps your social graph fresh and relevant”.- Jeff Korhan
The only downsides to social graphs are the issues of logging into so many different social networks, which can become confusing and duplicate information, which can be inaccurate. The more social networks we join the harder to collect accurate results. Another issue with social graphs are the conflict of interest and privacy issues. The idea of so much information being accessed over the web can seem a little unnerving and unfortunately businesses do not care about this information being private, they only care about how that information could improve and inform their businesses through the data collected.
Social Media Audit of your Chosen Business
Honda has always produced some amazing advertising campaigns, focussing on individual issues such as diesel emissions and making their car’s well know to the public! But how do they do it? A strong influence in their advertising is their social media mix. Honda use a wide range of social media to focus on their target audiences, focusing on car lovers and motor emphasised, and using popular social media sites to connect with these consumers on a higher level.
Honda uses such social media monitoring tools such as Nielsen BuzzMetrics, CoTweet, TweetGrid, UberTwitter, FlickUp and TweetDeck, to help them understand their target demographic and by using these tools were able to create a social media buzz about their products. Using Facebook for Honda both was a positive and negative impact on different campaigns they launched. In November 2009 Honda launched a Facebook page to promote the new release of their new Honda Accord Crosstour, unfortunately the campaign page was a huge disaster. The page was set up by uploading pictures of the product and gave basic details, believing the product would sell itself. Unfortunately this wasn’t the case.
The page became full of negative comments that Honda tried to save by using a member of staff to pose as a normal fan in which he posted:
Unfortunately the comment didn’t go down well but “Given the horrible way this campaign was handled by Honda, a lot of bloggers picked it up and ran with it. It even has some go further and point of corruption of automobile publications and their dependence on the industry”.
Fortunately Honda didn’t give up and in August 2009 relaunched a new Facebook fan page called ‘Everybody knows somebody who loves a Honda” which invited people to upload images of their Honda’s, comment and connect with other Honda users. The campaign was a strong success and generated a positive buzz around Honda as a brand and was refered to as their “global social experiment” .
Along with social network sites Honda used documentary series to promote and get people involved with their brand. For example in November 2010, Honda launched a month-long social media campaign called “dream the impossible” dreams.honda.com which would invite people to comment and post their thoughts on the site. More recently Honda launched in June 2011 the Honda Stories which again using documentaries presented short films telling different stories about different experiences and topics within the Honda community.
One of Honda’s stronger and wider range of social interaction with users is YouTube. With Honda’s amazing and simple but genius advertisements on TV, Honda’s social media with YouTube has been a huge success.Which its launch of the Honda channel all viral media was added to the channel including documentaries and the famous television adverts.With 4,489,368 channel views and 13,560 subscribers to the channel YouTube has become a social media success for Honda. One of Honda’s more popular advert’s “the cog”
was designed and created by widen and kennedy, and which from 12/10/11 has been viewed 2,876,542 times, and has “received more awards than any commercial in history”.
Honda also uses twitter as a way of posting news and information about Honda and their brand but also created a Honda customer services page where twitter users could tweet any concerns or problems they had in which Honda could help and as a way of speeding up customer service.
“The Unpredictable Life” Another way Honda uses social media was through the use of smart phones. Wieden and Kennedy created an iPhone app with the TV campaign advert called “screen hopping” which allowed the viewer to interact with the content as it played. The advert was to promote the new Honda Jazz.
One day I was discussing (one of the most popular and in demand social networking site) Facebook with a friend and how we all use Facebook on a daily basis, my friend turned around to say “at the front of my house is a wooden thing called a door and when I open it there is a world full of real people who talk with their mouths and not their keyboards.” This statement brought up many questions for me. Has social media taken over our lives? Do we spend more time indoors on a computer reading about the world rather than living in it? I feel this statement can be argued against, for many different reasons due to the effect and strong influences it has over us.
Social media is a way of digitally communicating to others through the web, popular sites like, twitter, Facebook, along with blogging sites such as Tumblr, and WordPress do this well by exchanging facts and fiction to other users. The information that is shared can be accessed daily. This can be seen as a good way of broadcasting and discussing certain subject that may have interested you. Social media is using the web to create and form opinions at the click of a mouse or the type of a button.
I feel this can be seen as a great opportunity to explore and prompt. Social media is a great tool when used in the right way, for example when advertising a brand or product a simple and effective use of promotion is word of mouth but using a computer, connecting with others to talk about this certain brands or products can then be rated, commented and describe in positive views using the web as an effective way of passing these opinions through different social networks. From this information a product or brand can improve or changed due to the comments given over the web. I feel this is a fast and effective way of marketing a product or brand. Social media is an ‘internet based tool for sharing and discussing information’.
I also feel social media can be a way of prompting ones self, along with actually objects and companies. Facebook and twitter are perfect examples of socialising with other users, friends and families, we can communicate on a whole new level. It is a fantastic way of expressing your interests and passions along with ideas and have others follow, tweet, and comment on what you have to say.
Twitter is a great way connecting and communicating with other people who share your interests, for example I am a cricket enthusiast and using twitter I am able to keep up to date with all the news and gossip surrounding cricket on the go with my iPhone. Social media do not always have to start in front of a computer screen. In conclusion to my friends statement, I feel social media isn’t a negative impact on our world it surrounds us and involves us in everyday life but also helps connect and
communicate on an easy and fast intensity which in turn builds and encourages word of mouth.