Social media, like other forms of mass communication before it, is in the process of realizing rapid growth and the inherent problems that come along with the adoption of new technology on a widespread scale before social measures have quite caught up. While individuals and businesses alike jump aboard the social networking bandwagon, consuming offerings and expanding their web presence through blogs, Facebook, Twitter, and the like, many are struggling to determine exactly what the risks and rewards of this revolution may entail. Certainly there are benefits to individuals in terms of communication and information-gathering, as well as incentives for businesses looking to grow, improve their brand image, and increase personal interaction with their customers. However, there are also pitfalls to operating in a space that is still largely unregulated. In short, social networking is something to be considered before consumption, and ultimately, it may not appeal to everyone.
On an individual level, social media is an excellent tool for mass communication. It allows users to connect with friends old and new across the globe, distribute information en masse, start and carry on conversations, and live out virtual relationships of all kinds. In many ways and for many people it has become a lifeline and a way of life. And of course, it is instant gratification, which we all love. In addition, it doesn’t come with many of the risks involved in engaging with real people in the real world. Those who partake of social media can be a person that they would never be in their real lives. They can live out a fantasy or say what they really think, which is both satisfying and exhilarating. However, there can be a dark side to engaging in this type of behavior.
For one thing, it is all out there for anyone to see, including friends, family, and co-workers. Bad behavior in the ether can quickly turn into very real consequences in life if the wrong people see it. And there is certainly an addictive element to social media. It’s just easier to post a note on Facebook or Twitter than it is to call people. And writing a blog is better than having a discussion because there is no one present to interrupt or contradict. While engaging in social media definitely allows for mass communication, it no doubt loses something in translation. Emoticons do not translate to emotions, written words cannot hope to convey what verbal and visual communication can, and the isolation created by this type of interaction is no substitute for holding hands or sharing a kiss.
As for businesses, there are equal amounts of positive and negative aspects to forming an online presence. There is always the bonus of promoting your brand to hundreds, thousand, millions, or billions of consumers worldwide. Many companies improve their image by “friending” their customers and personalizing their experience, as well as using blogs and forums to disseminate information and get feedback. Some even handle customer service via tweet, which is highly efficient (with limited text capabilities) and expedient (almost instantaneous turnaround). But of course, there is also the ever-present threat of negative commentary and the rapid spread of bad news as it pertains to corporate issues. Although, in all honesty, that is likely to happen whether a company has a web presence or not.
In short, there are a lot of benefits inherent in utilizing social media, both for individuals and businesses. There may also be a lot of pitfalls, but savvy users will soon learn to maximize the positive and minimize the negative where social media is concerned, creating a virtual universe that is tailored to their precise wants and needs. However, those who are not prepared to suffer the potential slings and arrows of learning to mold social media may want to wait for the inevitable standards that are bound to come along and shove these amazing tools into a neat little box that everyone can use.
Kylie Lawrence writes for Spirit Pins, a company that specializes in custom lapel pins and sports team trading pins.
