Social Media as a Tool in Information Dissemination

In a study by Usman (2015) , Social Media was highlighted as having both power and
challenge. Major contribution on the information dissemination was given emphasis based on its
accessibility and diversified format. Creation, sharing, and exhanges of ideas and information are
provided by this new media, hence, users become interactive and are given equal participation.

The study also acknowledged the role of social media in civic engagement and political
mobilization. As people are given their freedom to access information and express their opinions
and concerns, they become an active part of society in dealing with public affairs, which was
perceived to be limited in traditional forms of media. Decentralization of information is vital in
order to boost democratic participation and societal development. Bitner (as cited by Usman,
2015) further affirmed the pervasive power of media in general, since audience have trust and
confidence in it.

The shift in the communication lanscape also paved way to challenges on privacy and
credibility of information . The study regarded this new platforms brought by communication
technologies as more complex and participatory, hence, authenticity of content is a major
concern. Implications on the diversity of people’s opinions are then considered inevitable.

Concludingly, Usman (2015) raised accessibility to internet in remote areas as a concern

to significantly regard social media as a tool in disseminating information. Moreover,
reorientation on the usage of the medium as well as efficient regulation on the content are
deemed crucial in order to effectively utilize social media and maximize its provisions.

The assumptions drawn from the study of Usman (2015) are congruent with the study
conducted by Baruah (2012) through which the effectiveness of social media as a
communication tool was given focus. Online sharing of knowledge and information is one of the
most considered advantages brought by this communication platform. The venue provides
opportunity for everyone to participate in the process of gathering and generating content.
 Results of the study show that social media is generally preferred by respondents and
perceived it as an effective tool in communication. Majority of the respondents also confirmed
usage of it for educational purposes. In terms of its usefulness, availability of information and
sharing of ideas were noted alongside with other advantages such as interactivity, bridging of
communication gaps and as a tool in customer and marketing as well as in crisis communcation.

The study further implies the potential of social media in igniting collective action
knowing the fact that this domain allows collaboration through simple ways of organizing
members, gauging opinions as well as spreading information among users.

In another study conducted by Bakshy, Rosenn, Marlow & Adamic (2012), social
networks operationalized as interpersonal ties and its correlation with diffusion of information
specifically in Facebook was thoroughly examined. The exploration of this relationship centred
on the importance of social ties in the information spread, despite considering the wide array of
data available online.

Access to diverse information was argued to be positively associated with users having
weak ties considering fewer mutual contacts. Individuals who are not strongly influenced by
peers are also regarded as key players in facilitating the flow of information as they are not
bounded by commonality in terms of exposure to information. On the other hand, strong ties or
interpersonal connections depict singularity in terms of accessed and shared information. In the
context of information diffusion, strongly tied individuals tend to disseminate similar
information, as they are exposed to similar sources.

Furthermore, the study emphasized the role of interpersonal influence on the usage of the
medium and information dissemination. It implies that sources accessed by individuals with
weaker social networks are more influential since it is new and ‘fresh’, compared to the
commonly seen feeds by strongly attached users. Diversity of information are then perceived to
be very essential among Facebook users, in like manner that peer-mediation is highlighted to be
a determining factor in the exposure and diffussion of such information online.