SOCIAL NETWORKING FOR

COMMUNICATION
Social networking is to bring individuals together into specific groups, often like a small
community or a neighborhood. Although social networking is possible in person, especially
in schools or in the workplace, it is most popular on the internet. This is because unlike
most high schools, colleges, or workplaces, the internet is filled with billions of individuals
who are looking to meet other internet users and develop friendships.

Lately it seems like the social communication behavior and methods people use to interact
are more like tangled-up power lines. Years ago there were only a small handful of ways to
communicate; at work, phone, fax and face-to-face, but now there are many newer social
networking methods of communication between consumers, businesses, friends and
families.

According to a report from Netpop Research, LLC that delves into social networking trends
and habits, social networking is changing the face of how entertainment is defined, and
giving rise to a new form of leisure built around talking, sharing, and providing opinions and
perspectives. Netpop said Seven million users are “heavy” social media contributors, who
do at least six activities - such as blogging, micro blogging, social networking and
photo/video sharing.

The widespread social networking phenomenon reflects shifts in two long-term

communication trends: first, a shift in communications patterns from point-to-point, two-
way conversations, to many-to-many, collaborative communications; and, second, a
transition of control of the communications environment from traditional
telecommunications to open Internet platform providers.

Social networking Web sites and services have become primary communication media for a
new generation of digitally aware consumers, competing with traditional
telecommunications for "share of voice." These sites and services are making inroads with
enthusiastic users and garnering the attention of advertisers, consumer product companies
and enterprises that are using social media to reach their customers, build brand loyalty and
communicate with geographically dispersed employees, suppliers and partners.

Likewise, E-mail is the ideal complement to direct mail. Marketers saw a marked increase in
campaign effectiveness when permission e-mail was used in conjunction with traditional
marketing strategies. In spite of spammers abusing the medium, email can still be used for
timely, rich and enticing information and advertisements.
 The use of text messaging for business purposes has also grown significantly during the mid-
2000s, as it is a personal way to reach out to potential customers. Businesses use SMS for
time-critical alerts, updates and reminders, mobile campaigns, content and entertainment
applications. It can also be used for consumer-to-business interactions, such as media
voting and competitions, and for consumer-to-consumer interaction, for example, with
mobile social networking, and chatting. Many large companies, such as Dunkin' Donuts and
McDonalds, have deployed successful marketing campaigns using text messaging.

Eventually, the advent of Social networking has made possible new forms of interaction that
were not possible before. Terry Brock, Marketing Coach and Syndicated Columnist say;

“Social Media sites like Twitter, Facebook, Linkedin and YouTube are changing the way the
world does business. I think this is in response to our desire to connect with others.
Relationship Marketing is all about connecting with people first as human beings and then as
customers later. For a real business relationship to work, both parties must receive value. If
only one or neither does, that relationship won't continue for long.”

Faiza Aziz
BSPA-FINAL YEAR
DEPARTMENT OF PUBLIC ADMINISTRATION