According to the record of G. N. Neyaskin (2010), in “The effects of internet sites in business communications”, the concept of “social networks” made an appearance relatively just lately due to the overall look of a lot of new technology (RSS, blogs, etc . ) and net resources (social networks, and so forth ). As the internet comprised mainly of static pages, the circle of these heterogeneous phenomena can be united by fact that they each serve to facilitate the exchange of information between users when compared to technologies in the previous era.
Currently, the idea of “social media” is not scientifically worked out. There are two common approaches to the concept of “social networks”: – how to use technology; – how to use varieties of websites. In practice, technology are strongly related to the virtual places that work using their help. The most famous sites that are commonly known as social support systems (Facebook, Twitter, YouTube, etc . ) include a unique user interface work based upon a certain set of technology that make this site a unique interaction tool.
During the analyze, G. And. Neyaskin described social networks as being a category of websites that offer the potential of publishing, showing and discussing content with a large audience of users. The word “wide market of users” indicates that the implementation from the user’s over activities will not require exceptional knowledge and skills. The only barrier for the user is the need to sign-up on most of the sites: process that requires, at the very least, choosing a nickname, password and specify the email address. Social networking can gather an audience equivalent in size towards the audience of traditional media. The definition of “audience” is applicable to most of the users of social networks, since, despite the vast opportunities for feedback as well as the production of their own content, in reality, most users take the placement of unaggressive observers. (Neyaskin G. N., 2010). The phenomenon of feedback and interaction was considered by J. Nielsen (2006), who called this kind of phenomenon since “Participation inequality” and suggested the formulation “90-9-1”. The essence is the fact 90% of participants in online communities will be passive experts, 9% contribute from time to time and 1% present “strong activity”. Material released in classic media problems opposed to great example of such where this adjusted and is change or perhaps add together with the assistance of comments, or simply editing the first message. Though, in the online variations of papers, radio stations or perhaps television programs, as a general rule, there exists a “comment” function and its goal is rather to provide comments for the readers than to adjust the original source material. Additionally , defining the idea of “social networks” was as well reviewed by article by A. M. Kaplan (2010) “Users of the world, unite! “. This post discusses the difficulties and the chances that may happen in the course of progression of the net for businesses, as well as all their structure to get a better understanding of the powerful field of social media. In this article, the author identified that great example of such are the number of internet applications that were developed on the ideological and scientific foundations of Web 2. zero, and allow you to create and promote user content material. We can likewise call it since “user-generated content”. Next, consider the category of social support systems. Despite many common characteristics, internet communication tools that fall into the category of social networks can vary noticeably in terms of the functions and features they provide to users. The proposed classifications are quite arbitrary, which can be associated with an increase in the functionality of the sites, offering an opportunity for group and individual self-expression in various forms, as well as while using peculiarities from the user base of each of them. The issue of classification also lies in the increasing integration of social networks. G. N. Neyaskin (2010) in the report about “The effects of social networks in business communications” pointed out that social networks can be divided according with their purpose. A lot of sites offer favorable circumstances for individual phrase, while the worth of others is based on the assistance of many users and this method is generally confidential, which partly correlates together with the classification of anonymity. A blog is usually an example of social networking with a concentrate on the identification of the writer. On the other hand, multiuser blog companies provide users with the ability to generate communities and generate articles through the power of many users, a feature that characterizes collaborative social networks. Types of purely collaborative social networks will be Wikipedia and collective weblogs. Although these kinds of resources have their owners and moderators, the flow of generated content material is often wonderful that it is lacking in the physical capacity to keep an eye on it in a centralized manner, especially since it detracts from the cost of this reference as a result of the joint creation of many users. Another category is based on the truth that section of the social media generally serve to retail outlet and place articles called while “content storage”, while the additional part is primarily intended for sharing that with other users that known as “content sharing”. Examples of “repositories”: hosting video tutorials and photographs (Flickr, etc . ), wiki resources and examples of “distribution points”: online networks, blog providers, team blogs, etc . (Neyaskin G. In., 2010). A different sort of type of classification is provided in the document “Users worldwide, unite! ” by A. M. Kaplan (2010). He pointed out 6 types of great example of such: 1 . Joint projects2. Blogs3. Content communities4. Social networks5. Virtual games6. Virtual worldsTable 1 . Category of great example of such by existence in social support systems and self-presentationSelf-presentation Media richness / social presence Low Average Large High Sites Social networking (Facebook) Virtual worlds (Second Life) Low Collaborative projects (Wikipedia) Content Community (YouTube) Digital games (World of Warcraft)Taking into account sociable presence and media richness, joint jobs such as Wikipedia received a minimal rating, because in most cases, they focus primarily on the text message and leave little space for conversation or exchange of information. The next level are the content communities including YouTube and social networks including Facebook, which, in addition to textual communication, allow you to talk about images, video clips and other types of content material. And at the final level there are virtual sides such as Second Life and virtual video games such as Wow, which try to imitate every aspects of actual interaction and communication within a virtual environment. In terms of self-presentation, blogs, generally, are much appreciated compared to joint projects, for the reason that latter specialize in certain parts of content. (Haenlein M.; Kaplan A. Meters., 2010). Additionally , the author thinks in detail these six various kinds of social networks. Joint projects – allow the joint and simultaneous creation of content by many users and therefore are the most democratic manifestation of user-generated content material. There are two styles of collaborative projects: wikis, where users can add, delete, and change text message, and sociable bookmarks that enable group gathering and rating of sites links or perhaps media content. The primary idea of joint projects may be the joint hard work of many individuals, which leads into a better result, compared to the end result obtained by participant singularly. (Haenlein Meters.; Kaplan A. M., 2010). The author likewise emphasizes the similarity on this idea with all the hypothesis – efficient market in behavioral economics. Coming from a corporate standpoint, and taking into account current developments, companies should certainly understand that joint projects are actually the main supply of information for several consumers. While not everything that is written in Wikipedia can be correct, increasingly more users believe that the information on this source can perform a significant role in relation to the corporate crisis. (Ellison N.; Steinfield C.; Lampe C., 2007). Blogs ” According to the Corporation for Financial Co-operation and Development (OECD, 2007), sites, which are an early form of social networks, are a special type of oral appliance of internet site that usually displays entries with dates in reverse chronological purchase. Blogs also represent the equivalent of personal internet pages and have a number of variations, beginning with personal schedules, describing the author’s your life and closing with reviews, where all of the necessary info on a specific area is collected. Blogs are usually managed by a single person, but they give you the opportunity to connect to other associates by adding responses. Many companies happen to be using weblogs to keep employees, customers and shareholders knowledgeable about occasions that they consider important. Nevertheless , in this case, firms face two sorts of hazards: – 1st, customers who also for one reason or another are dissatisfied with the providers / items provided by the business can keep complaints on-line or plan a protest in the form of websites or relevant blogs. (Wellman B., 1988). They may also spread unnecessary information about corporations in the online environment. – The other type of risk is that firms that encourage all their employees to become active on websites may have to deal with the ensuing problems as a result of employees producing negatively regarding the company. Articles communities – The main objective of content communities is to share multimedia system content between users. Articles communities include various types of media, which includes text, images, videos, and presentations. Coming from a corporate standpoint, content communities carry the risk of being used as being a platform pertaining to the distribution of copyrighted materials. Alternatively, the high popularity of content communities causes them to be a very desirable contact channel for many corporations; it’s easy to consider, given that Vimeo serves more than 100 mil videos each day. (Haenlein M.; Kaplan A. M., 2010). Social networks – are platforms that allow users to interact with one another, create profiles with personal information, invite good friends or fellow workers, and exchange instant emails. Such profiles may consist of personal information of various types: they might be photos, video clips, audio or maybe a blog (diary). Some corporations use this networks to support the creation of brand communities (Muniz A. M.; O’Guinn Capital t. C., 2001) or intended for marketing study in the circumstance of netnography. (Kozinets R. V., 2002). Virtual video games – The virtual game playing world is actually a platform that mimics a three-dimensional environment where users can present themselves as personalized avatars and interact with one another as in true to life. In this feeling, virtual worlds are the key manifestation of social media, simply because provide the top level of cultural presence and media richness among all the applications reviewed previously. A form of virtual video game requires that its users behave according to strict rules in the framework of a enormously multiplayer on-line role-playing game (MMORPG). The principles of these kinds of games essentially limit the level of self-presentation, however , some users spend a great deal time in this kind of games that their personas become more and even more like real persons. In addition to integrated promoting, virtual games can also be used in traditional communication campaigns. (Haenlein M.; Kaplan A. M., 2010). Online worlds – The electronic world enables residents to behave even more freely and, in fact , to have a digital life, just like real life. Just as virtual online games, users from the virtual universe can present themselves as prototypes and have interaction in a digital three-dimensional environment; however , there are no rules in this area that limit the range of feasible interactions. Therefore , a wide range of how you dress strategies can be bought here. It had been also found that by elevating the strength of use and consumption knowledge, users of virtual interpersonal worlds, or “residents”, as they prefer to call up themselves, become they would in real life conditions. (Haenlein M.; Kaplan A. M., 2009). Virtual worlds offer various opportunities for companies doing work in the field of marketing (advertising / conversation, online sales, market research), as well as in the field of human resources and internal method management. (Haenlein M.; Kaplan A. M., 2010). Another kind of classification was reviewed by the Digital Ingate Agency (Promotion in social networks: numbers, styles, recommendations. – where social networks are divided into mass, thematic and photo / video accommodation. Mass social media is designed for any internet user where you could communicate about any theme (Facebook). Thematic social media have some kind of conversation focus: simply by interest or professional. Image and online video hosting companies involve interaction through commenting photos and video clips. (YouTube). The beginning of social support systems has drawn millions of users, many of which have bundled these sites to their daily lives. Most of these sites maintain existing social contacts, but other folks help new people locate each other depending on common interests, political views or perhaps their actions. N. N. Ellison in her article “Social Network Sites: Explanation, History and Scholarship” examined in greater detail the phenomenon of great example of such, starting with their definition and history, and ending with the further research. (Boyd M. M.; Ellison N. M., 2008). Our childhood – The prototype from the first great example of such are the traditional forums, which appeared the first time in the nineties. In these sites, people can lead discussions and share different thoughts and activities. This period may be refered as the era of internet sites, or the time of one-sided connections, when ever websites and applications produced by the companies were primarily focused on consumers. At the same time, the communication of simple people of the network, which grew rapidly, was limited just to internet discussion boards. Therefore , at first of the advancement a verified communication style, professionals made information and users used it.