Preface
Generally, social media texts focus on specific aspects only, and do not provide overall guidance as to the issues and related remedies. Furthermore, other texts often deal with mass media issues (such as newspaper, television and radio), but these do not usually address Internet-driven social media.
When Chandos Publishing commissioned a series of books on social media, and its impacts and trends, I saw this as the opportunity for an overall guide to the key components of corporate and academic use, socio-political impact and legality.
I was spurred onward by the chief objective of the publisher in seeking practical – rather than theoretical – information that was easy to digest. This struck me as being ideal as an avenue to deliver current and relevant topics that had a broad, international appeal to people working in the area of social media implementation and usage.
Once the good people at Chandos Publishing agreed with my ideas for this book, I set out to secure the support of key authors who, from their particular perspectives, would give fresh commentary on social media. I was fortunate to receive an excellent response from some wonderful folk who provided me with very interesting contributions that added to my understanding of the social media phenomenon. I hoped that this would also be the reaction of readers who want to learn about social media in terms of planning for proper implementation at the organisational level, whether in the private, not-for-profit or public sectors, plus the ramifications of social media usage socially, cross-industry, locally and internationally, as well as currently and over time.
The intention of this book, therefore, is to capture key aspects of social media that are beyond online marketing, as is common, whether for products and services, and for people who promote themselves privately or professionally. Particularly, there is the issue of social media being a political tool, which has upset a variety of governments who saw it used effectively by common people seeking significant changes in how a country is managed. In addition, social media provides effective vehicles for connecting with larger audiences, as is very necessary in the not-forprofit sector where good causes require strong support.
This book provides thoughtful insight as to the utilisation and impact of social media, with chapters giving support for the title of the collection, being Public Interest and Private Rights in Social Media. As such, the contributing authors make available sound guidance regarding social media issues in various vestiges of society.
Specifically, learned and professional authors share their valuable expertise related to the use of social media in the corporate sector, the not-for-profit domain and academia, as well as highlight the rising influence of social media in garnering public and political opinion worldwide. Also, specific legal implications are addressed. Unique perspectives on social media usage as well as associated challenges for people in developed and developing countries alike are brought together. This edited book, therefore, presents chapters written by selected researchers, academics and practitioners who provide unique perspectives on social media usage, as well as its associated challenges.
The unique features of this book include:
planning and operational perspectives;
technological and non-technological perspectives;
An added indication as to the fundamental characteristics of this book is provided by way of the target audience. Specifically, it is aimed at practitioners, academics and students in the areas of information science, management and systems, as well as communications and marketing. This book provides thoughtful insight regarding the utilisation, impact and future of social media. Accordingly, the target audience can be summarised by way of the following list:
communications managers and other professionals;
marketing managers and other professionals;
information technology managers and other professionals;
corporate governance professionals;
managers and executives in corporate, government and nongovernment organisations; and
academics and students of information science, information management, information systems, knowledge management and marketing.
As the title of this book indicates, particular attention is paid to public interest and private rights in social media. The collection of contributions from accomplished authors therefore provides guidance for a wide audience that, more and more, needs to be mindful about the proper processes that are necessary when engaged in the use of social media. Whether individuals, or as members of broad organisations, readers will gain considerable benefit from what practitioners and academics have offered in relation to intra-organisational concerns, as well as external factors, such as those generated by emerging laws and rising anxiety of some governments.
Chapter overview
Anyone who is reading this, and most of the people known to us, are an integral part of a large cohort in modern society that can still remember when any social media application had yet to take effect. The future is certain to be one full of excitement and promise, plus more than a few related challenges. This is indicated herein through the research and considered opinions expressed by people who share their perspectives of how social media affects the evolving, modern world, as well as how all of that can have an impact upon the future of people, privacy, politics and the promotion of humanitarian campaigns.
Understandably, there are many aspects of social media that can be intertwined in relation to particular topics upon which contributing authors have focused. The sequence of the following chapters, therefore, was contemplated in relation to interlocking themes, with the resultant sequence bearing no relation to the comparative importance of these contributions. In effect, the eventual progression of chapters arose from the telling of a story, whereby we commenced with an introduction to social media issues provided in the first chapter, which are related to the growth of the user population, what they do online and how this can affect others. Next, we see how legal implications arise, and why these might differ internationally. Then, we ponder what the ramifications might be at a deeper level within society and government. Thereafter, we review social media usage in the not-for-profit, academic and business sectors. This is followed by further guidance as to the proper implementation and management of social media strategies in any organisational environment. Finally, we conclude with a view of what is likely to arise from widespread social media usage in time to come, as is done in terms of future social discourse.
What follows are the chapters, presented in summary form, so as to show the related flow of themes herein.
The first chapter is by the Editor, Cornelis Reiman, entitled ‘Social media growth and global change’. This initial part of the collection is introductory in nature, and with focus upon broad topics and effects arising from the phenomenon of social media. There is attention paid to the history of social media, the rising use of social media in relation to social and political activism, plus social media in the workplace, as well as legal implications of social media usage overall. Also, social analytics are introduced, which relies upon the vast amount of data that social media users generate.
It is well known that the United States of America upholds freedom of speech, having enshrined this liberty in the Constitution of that country. Yet there is a necessary history that must be understood for anyone to gain an appreciation of how judicial decisions relate to recent cases involving flash mobs and, more importantly, how such decisions can affect future outcomes of such cases. In this regard, Margot Kaminski, Executive Director of the Information Society Project at Yale Law School, presents a riveting chapter entitled ‘Flash rob or protest movement: the First Amendment and regulating online calls to action’. This is a learned work, and one that is instructive, as much as it is educational.
Next, Kurt Ramin and Antje Meyer provide a much more global perspective of legal issues in ‘World justice – the rule of law around the world’. This interesting chapter, as the title suggests, discusses the Rule of Law Index in considering the legal impact upon social media. The Index provides an intriguing analysis of what constitutes the rule of law in different countries, with attention paid to Germany, China and the United Arab Emirates. In addition, the authors pose a pertinent question: social media – chance or challenge?
Appropriately, this prospect of challenges leads to the chapter by Florian Hadler and Gabriel Yoran, entitled ‘Default metaphysics – social networks and the self’. This contribution, being rather philosophical yet incredibly edifying, brings together idealistic issues and technological ones that shape what we do in modern society, especially for anyone who uses the Internet. Accordingly, this is an extremely thoughtful work by two authors who have garnered great experience in the digital domain. They are practitioners, although with a profound insight.
The first contribution relating to the not-for-profit sector, the next section in our story, is by Marshall Sitten. His contribution is entitled ‘A service-oriented approach to public sector social media strategy’. Directed specifically at public organisations, not-for-profit organisations and agencies of that ilk, this chapter focuses upon the critical issues that must be considered before any social media communications strategy is advised and implemented. The author is well versed in this area, having advised numerous entities of that type, and in that capacity. Actual examples help to identify what problems can exist, and how these can be overcome.
As might be known, public and non-for-profit organisations differ from private sector entities, and that must be taken into account when any social media initiative is planned and brought into being. Of particular importance is the need for any entity to be intimately familiar with the fundamental elements, as well as how these should be brought onboard to enhance communications, and increase engagement with key stakeholders.
The next chapter is ‘Social media in the humanitarian space’, by Claudia Gonzalez and Alan Rosenblatt, and also deals with the not-forprofit sector. Here, we see how the experience of seasoned practitioners shines in this chapter. In so doing, the authors identify what can be done with social media in pursuing humanitarian outcomes, and also indicate the reasons why. Among other things, a beneficial result is achieved through the presentation of excellent examples that identify ways by which humanitarian organisations can expand their reach into the general public, as well as into the global community. Whether the purpose is to broadcast the core message, engage with people in need, or interact with existing or prospective donors, the authors offer an instructive contribution to the collection.
This is followed by the work of Susan Bandias and Anthony Gilding whose chapter is entitled ‘Social media: the new tool in business education’. The academic authors of this chapter talk of social media and social capital, and how these two concepts intertwine. In so doing, they present the various forms of social media that exist, and which of these are applicable to an educational setting, one with attention paid to business students. Considerable learning benefits are reported from the use of social media applications, as can be imagined when any interaction between students is facilitated appropriately.
Thereafter, academics Andrew Creed and Ambika Zutshi pose, and address, a question that is the heading of their learned contribution: ‘Social media: does it generate the continuum of transparency in organisations?’ This chapter is about the need for transparency in social media usage, which arises because there is a high chance that harm can be inflicted upon people and organisations. It is not the social media application that can cause damage, but how that application is used. This leads to the need for appropriate social media guidelines, as well as any other communication policies, to reduce the prospect of abuses through social media usage and interrelationships on the Internet.
Moving on from the not-for-profit and education sectors, and stepping into the more commercial domain, businessman Richard Messik provides a short but useful opinion piece entitled ‘Social media: blessing or curse? – a business perspective’. This chapter looks at social media from the viewpoint of one who lives in the corporate sector. Richard suggests that social media applications have the capacity to replace email, which has dominated modern business communication for quite some time. This is an intriguing notion. Still, he cautions all who use any form of electronic communication to be careful as to what is sent and to whom. In addition, care must be taken about what is posted for broader consumption, such as when any public access is possible.
In relation to the implementation, management and measurement of social media applications, as well as outcomes, two contributions by measurement experts produce excellent details regarding what is needed to maximise efficiencies when pursuing communications strategies. Aptly entitled ‘Improving the customer experience: how social media can make a difference’, the next chapter is by Urs Gattiker. It is an account of necessities when engaging with a targeted audience for more beneficial outcomes. Urs indicates that much depends upon understanding the processes associated with crafting social media strategy and any ensuing implementation. In addition, it is critical that appropriate measurements are determined, as well as monitored and managed. These so-called actionable metrics are a critical component to achieving or exceeding expectations of any social media initiative, and are worth noting.
Similarly, Marshall Sponder addresses particularly pertinent issues in his chapter, entitled ‘The uses and accuracy of social analytics data and platforms’. Marshall explores the issues and advantages of social analytics for public relations, branding, advertising and sales, which are relevant to all entities, whether they are commercial, not-for-profit or public organisations. Alternatives for the measurement of necessary data are discussed, and Marshall pushes the need for appropriate return on investment when considering social media usage. Again, we see the benefit of a seasoned practitioner sharing his experience, especially when he offers valuable advice on what works for organisations that seek tangible benefits in particular areas of their social media strategy. In relation to numerous elements that constitute the social media space, he asks, and answers, ‘What works best?’ He also indicates that the extent to which data is collected does cause concerns for some in relation to user privacy, which is a recurrent theme throughout this collection.
In amidst all of the discussion as to the usefulness of social media comes a forward-looking contribution from Russell Yardley, who provides us with the remaining chapter, which is eloquently entitled ‘Altruism – a valuable dimension of the digital age’. Russell is another practitioner, with extensive experience as an executive, entrepreneur and investor in the digital domain. He provides a logical contribution, and one that seems appropriate as a concluding chapter in our journey together. Of particular interest here is the strongly proposed view that our future will be one wherein we will see more altruism through unselfish contribution to the greater good than is typical of sociopolitical scenarios to date. As the title of his chapter suggests, altruism is a possible, and valuable, outcome of what we already see in nascent form today.
Russell expands upon the commonly held view that altruism exists, although in small amounts, and that this can grow through the use of social media applications that link likeminded folk, as well as provide guidance regarding the character of possible partners and associates, which is presented in the form of an eternal digital history. Russell proposes, quite convincingly, that selflessness is sure to grow with increased use made of social media applications where productive connections can be made with progressively more ease. In addition, these new methods of networking will improve through viewing, and analysing, what contacts occur and how. Thus networking improves, and this provides the firmer and wider platform upon which selfless endeavours can stand. This unfolding reality will attract additional interest, and ideas, and shall become something of benefit for a broader audience and that this will, in some form, be of use to all of us.
Essentially, this book provides the invaluable opportunity to explore fascinating and very relevant topics that include: social media policy formulation in a organisational setting; the use of social media tools in academia and commerce; social media for public engagement and the pursuit of social good; blurred boundaries between personal and professional lives; the heightened feeling of transparency; working, learning and living with social media; and the use of social media professionally.
I do hope that readers find considerable value, and enjoyment, in the contributions that constitute this collection.